Maximize Your Social Influence with Neal Schaffer

132: The Influencer Marketing ROI of Creating and Publishing a Roundup Post [Codrut Turcanu Interview]

October 22, 2018 Neal Schaffer Episode 132
Maximize Your Social Influence with Neal Schaffer
132: The Influencer Marketing ROI of Creating and Publishing a Roundup Post [Codrut Turcanu Interview]
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Maximize Your Social Influence with Neal Schaffer
132: The Influencer Marketing ROI of Creating and Publishing a Roundup Post [Codrut Turcanu Interview]
Oct 22, 2018 Episode 132
Neal Schaffer

Roundup posts are a powerful form of influencer marketing when strategically planned and implemented correctly, especially but not limited to B2B businesses. Learn how to create your own roundup posts with this interview with Codrut Turcanu, one of the global leaders in producing expert roundup blog posts.

Show Notes Transcript

Roundup posts are a powerful form of influencer marketing when strategically planned and implemented correctly, especially but not limited to B2B businesses. Learn how to create your own roundup posts with this interview with Codrut Turcanu, one of the global leaders in producing expert roundup blog posts.

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Let's go. Welcome to the Maximize your social podcast. Follow me. Discover the latest social media marketing techniques from the world's leading experts from top to bottom. This is the podcast where business professionals come together to master social media without all the confusing mumbo jumbo with no further ado. Turn it down. Here's your this'll is Neil Shaper and welcome to a another exciting episode of Maximize Your Social. Today I have a very special guest for this interview, and it's someone that I have known for several years and some of that I have yet. Actually, I've been wanting to, but have yet to directly do business with him. But his story is gonna be part of my upcoming book on informs the marketing, The Business of Influence. So I thought that it would be a great way for not only meters or more about this genre of, you know, this type of influence or marketing program or campaign that I will talk about in the book but also gets you know more about the value behind this type of influence of marketing. Now, what we're gonna talk about today is something called a roundup. Log Coast, some of you may have read these, some of you may have created these. Some of you may have heard the term. And, you know, this is an example of something like affiliate marketing that is a type of influence of marketing that has been around way before. We talk about instagram stories and hashtags with no further ado. I'm going to introduce today's guests who has been kind to stay up, made at nights in Bucharest e. And for those of you that have never been that's Bucharest, Romania, my good friend, that code groups. And like I said, I've been engaging with cooker for several years and email social. So this is the first time I've had a guest actually speak with him personally. So I'm really excited for the interview today. Welcome to maximize your social and please you introduce yourself to the audience. Hello, Neil. Thank you for having me work before the opportunity to share my my expertise. My name is called to assess their time computer coming up, so I'm glad toe talking with life. Thank you very much. Colder by Bucharest is one place that I got to speak out a few years ago. before I knew you. Otherwise we would have had a chance to meet up. But it za beautiful city, beautiful country, beautiful people. So it's really a pleasure to have you as part of a podcast. So I sort of hinted at this key word called Round Up Blockbuster. I know that this is something that you do for a lot of businesses. Let's start with how do you define a round of block? Plus, maybe you have other words, and maybe they're different variations. But please described everybody what exactly that means sure, around up. Black Posts actually is also known as the crowd Sorts Chapel Particle. This is where you are, someone from your team or maybe your source of the process. You gather a list off immigrants marketers, specialist in your industry, people who are experts at their craft and wreck them a specific questions. And what you end up with is a full Blount Black post. Very feature their answer. But that's why we call it this round up club for next work around up blood. A ver very concise definition. Thank you very much. It's funny because before this term existed with my own maximize social business site. I did a few of these, and at the time I called them round table discussion. So the idea was, Let's get experts to chime and I did one for clout and I did one for Google Plus and I have people like Guy Kawasaki, Geremi Oh, Yaar A lot of people that I I didn't reach out to them because they were influencers when I reached out to them, because they I you know, they had a lot of respect in the industry and I respected him a lot as well. And I really wanted it's happening there their opinion and publish it from an audience. So I only did that, I think twice. But I understood after I did that, not only was the content great, but a lot of these influences started to share that content from my Web sites of their audience, and and I'm already sort of hinting at the potential value here of doing these round the post. But let's take a step back whole group because you've been doing this. When people in and content marks were in diapers for several years, how did you get started at doing this and seeing the value behind doing this for businesses. I started this concept girl back in 2013 3 years ago. Actually, my background goes back through November 99. Thing is, when I first saw the buckle on my S O to cut the long story short, um, I cried a lot of money making So, committees, I got into blogging into a spirit marketing and press towards more than at the case. I got into extra roundup by stake, will by accident. I had no clue what extra roundup was both. So because I'm a terror by nature and also creating, I wanted to learn more about the topic. Also, I had some connections. I had some previous connections people for my work with beer previously, so it was kind of natural for me Toe crazies, expert roundup troubles. But actually the concept can be adjusted and can be accurate and can call extra round up. What's However we want to call it? You can't even go round up black coats with the look. It's for beginners. Sure, Yeah, They think that's how I started around us. I want to ask you, uh, you know, before the podcast. I obviously go over with my guest sort of what the conversation's gonna look like. And I like to keep these off the cuff. One additional question comes up when you mentioned that which is, you know, I have done around opposing and you obviously do them for your clients and it sounds like Oh, that's great. I'm gonna do one. But it's actually very, very time consuming, and you're not always accessible because it is this aspect of influence and marketing where we call it influence or outreach. Used to be called blogger outrage, where you're trying to reach out to these experts and you're in line with tens of other people that are trying to do the same thing y it's gonna give you the time of day. So can you speak Thio? That's why you offer great service because you take all that load off cos backs. But can you talk about some of the challenges that business is found? You know, like, hey, I'm gonna be one of the first time. What are the challenges? One of the pain points. If they're gonna face that, you've also face, I'm sure, but that you've gotten very good at getting over. Sure. True, If you don't mind, we can. Going toe meeting later on. Like, for example, I could share with you some case that this will actually work. But to help people who are doing this for the first time, the quick, the quick or the fat solution would be to think about what way and rebuild what would really want to achieve from your extra roundup. Because it may be. You may want to generate leads and I want to generate our clients, although my simply want toe creating connections and the Buddhist four brand exposure. So once you know the gold were the main achievement, then you can start and create a compile your experts least or building. Grants include NCIS least, and this is the major challenge portable. Most people don't have a goal. Secondly, they don't have a list with the experts or proven contacts. The quiet, uh, you may want to hire somebody who can care with this exactly, but what I recommend my kind go for the world record. They, uh, except on the goal before they decide what they really want to achieve with their first next round up Then I suggest that they create a list with people who they already connected with this. And I go back to previous clients doing venture partners, and so far so that the main drawback that's the choir clicks that's very time consuming. To create one explanation, you need to have the goal in mind your strategies, your vision with that's for lap. Oh, they need the right connections. That's really excellent advice. And you know this. This actually speaks to my upcoming book because one of the chapters is dedicated to What is that strategy gonna look like? Right. And if you know, if you're a well established brand, it's gonna be very, very different than if you're just a start up and you just want to get the word out there. But also that influence identification is also critical. You want to make sure that obviously, you're you're engaging with the right people. That's gonna have the biggest impact. So that's really, really solid advice, and obviously it's like an onion as you're unkillable mayor's. There's more more complexity and challenges, but I think that's a really, really good sort of, uh, summary of the, uh, some of the pain points. So you know, moving forward. There's a lot of work that goes into every one of these posts, but there's also a lot of benefits for businesses. Can you speak Thio? You know why and how. Uh, publishing these round up our expert black posts are beneficial for businesses. Sure, definitely worked about the could connect with people who are already in their marketplace in the industry. Actually, when you negotiate with people who already have on audience, already have access to people from Oracle. Want to access like a jumper leads clients, social media for nurses and so heart. Actually, you can tap into other people audiences. Then you can generate with extra around the block post congee. Write whatever you want. Whatever you, your inner vision will go right with your frat buddies. Weather maybe leads clients. Got says it. It sounds really simple, but really I'm not seeing from those two poles and I talked about it could really be impactful in terms of engagement with your social media channels, growth in your social media community, obviously growth and website tropic, which convened you grow them on what have you but it also I think you bring up a really, really good point, which is that it also puts you on the radar of these influencers because now you're you're starting to build a relationship with them through this engagement through this, talking of inviting them to, you know, to have their opinion boys. So I think that that that alone in terms of, you know, we take a step back from influencer marketing influence relations that that there is a ver very critical, important steps, so that offers a lot of value. So that's great. What are you know, I know that obviously been doing this for several years. So what are some examples of successful or they're not gonna go in? Do the one necessarily gonna feature in the book because, well, that'd be giving everything wet, But there's some examples of the best stories or or you know, results. Now, I know you're in a tricky position because businesses will outsource the creation of this posed. And once you submitted, you might not have access to Google analytics and see Hollis perform, but based on customer testimonials or or feedback ow are things that you've seen. What are some of the results on success stories that you see. Sure, actually, I publish someone Is the success stories okay. Studies on best expert roundups dot com This is a project which I started about the year actor, already working with the with clients and having some level of success in every girl's now one case that the one I want to mention about. Big fires, websites Ah, big fire, it's It's a map and very good arm on the webpage of the stick to the rhino. And from back in the day when I quit this lucky it's There's 1200 social shares, more than 4000 start of voters, 18 block comments, 106 back links, 33 refering domains and 246 organic fields generated as the result of publishing is very good. Together with the CEO tool, which is called H rest with people, which you're sure you know about. Yes. Yeah. So that's where the growth of this now tell us a little bit more. I mean, those are really, really impressive goals, but so what type of is big fire? Uh, let me. I don't have a warden. That's about this land because actually build fire. What? Lincoln? This made by Matthew Barbie. The social pressures they create the great mobile ex. Okay, the company's great mobilised. And you found all the influences and experts yourself. So what were the types of experts that you were looking for? If they create mobile apse where they came to connect with, uh, you know, CEO Cee Io's or what? What sort of experts? Did you go out? An interview? What? The actual black balls. Next, the roundup waas about how to promote your local big online 14 experts share their tips. Got you and Italian, then is if you want to promote your local business, you should have a nap and therefore there's a value of big fire. That's that's really excellent. And one of these ways of thinking about you know who once again, that strategy and the influencers. And, you know, even for Seo alone, you know, generating 106 more back wings cos we're always trying to figure out how do I get more backwards? So it is one of these examples of importance of market having your impact across a lot of different areas. So that's what those numbers are really, really impressive. And I like that. You know, when we talk about rounding up post, it doesn't have to be to be cos I think consumer facing brands can also numbers them. But obviously for beata be brands that do a lot of concept marketing, it obviously has the most impact. S o, you know, really, really great example of a mobile app developing company being able to create something just happened influencers and and a great great content to attract people to want to do business with them so any other. You know, I like to keep these podcasts fairly short and sweet, but is there another case of your example that you can throw out there that you'd like to introduce? Yeah, I have another case that need, but which I think here in my book, a case study. Yeah, Actually, this one got more than 10,000 tired visitors, but obviously buried we have the influence, so I'm not sure the traffic got this nature exposure did by promoting the black book itself because they already have their own No inference. The black comments was doubled and build fire. It was 36 o'clock. Moments beckons they have generated more than 300 techniques, more than 3000 for six years. So it's tickle them with previous case today. So what I want to commission, period, that when we're ordering this, it's your brand is not already, uh, two grand in itself. It you're in the beginning. If you have ah, startup or internal blocks and want to do this, the major traffic expect and back wings and pushing media engagement in direction will be generated banging biking experts themselves. Because there we have the audience. And with the right promotion with the right strategy, you may be ableto collaborate with them so that they can promote your black books. Then you can also use or are your slicker and questioning their accounts to drive traffic to your back to your black both, well, your extra another quick nation I want to make here. That's what they're not about my client and the Brandt I work with. They have this scenario in their mind that if they do an expert black coats, they will generate X amount number of links or back legs. But I don't do it for the back wings. Ma. The great exposure will be getting that you'll start to bid key connections and relationships with these experts and specials. So this is wide Rex around that. This is where the command mice around. That's my clients because they opened the door to our long term relationship and the links the social sheriff, the visitors leads and clients will follow quickly. Afterwards, it will come at the natural inspect. That's a really great point in the United States, we say That's icing on the cake, the cake. The main benefit is in building that relationship and everything that comes after. Is this the extra benefit? And that makes a lot of sense. Thank you so much for that. And yeah, you're right. I mean, if you're an established company, you're already getting traffic. But, you know, I think just in the case of a big fire, I mean, I don't know how much website traffic they get on a daily or monthly basis, but, you know, being able to generate 1000 views of the block post for a lot of small businesses out there or solar burners, that or business owner who might be listening, that's obviously a huge amount. So that's really, really awesome advised. I think you've given us a lot of food for thought. Just 11 last question. And this should be really quick question, you know? Okay, I want to write my first round that pose on average. Is there a number of influencers or experts that you'd recommend you start with, like 10 to 25 to 10? Is there like a ballpark number? Or it's really dependent on, you know, every company and their objective and the type of industry there in, uh, it depends on your on the portable on your strategy. Obviously, the more expert than your answer you connect quits, the larger your black votes more content, more companies will have toe feature on your social media accounts, more promotion opportunities. More relationships will be generated. So question to ask yourself is What is the strategy? Do I do? I worked a want 20 besides quality after you after serving, then can regression and start gonna be doing excellent now? One remark I want toe Thies. This concept of ex London can be just and implemented in any niche, no matter how large or for much in anymore. So it's very important you connect with cord. Example. If you want to target the top tier specialist and in current marketer, it's not cheating. Tow. Connect with people because usually they are either very busy and don't response in a 10 times the man you are what they have. A cream for somebody who point on their behalf but very is not really easy to connect with the top tier experts. That's why I suggested my clients to go through connect. We go on the needle levels who have besides the bulls and Cynthia audience but thereto respond three minutes or they're potion in the count's surfing. Elise, Right? That's great advice, and this also is something that I talk about in depth. But in the business of influence and sort of influence, identification and engagement and influence the market. We call those people the power middle on. Do you know there's lots of different types of influencers, the top ones we almost consider to be celebrities? You know, they're not personally answering e mails and phone calls on having yourself. So anyway, that's been really, really great advice. Closer. Look, I know that I'll learn a lot from this, and I'm sure that our this there's that was, well, just one final comment or one final note. Anything else you'd like to add? Uh, anything you might have forgotten to mention that you want to make sure to mention everybody here. Here's your chance where most story I should mention, but I plant oh, create some workshops and seminars internationally about this topic. So, yeah, this is my game plan for the next year. One quicker, but I would liketo subject So beginners and also to people who already boo extra, always focused on quality content and quieting expert great events. And they go back to listening to your goodness because their audience actually will dictate how you adjust the strategy whom you connect with and what type of content they they wantto read or listen to. Yeah, that's that's really great advice. And I think, um, it's like anything else. If everybody is doing expert round ups in your industry, how do you get for India? Right, and it comes down to the quality and the alignment with your audience. So if you think about that now, you'll have a competitive advantage. So that's great information. When this podcast publishes make sure you go to the notes on Neil shaper dot com. We'll have links too Cold yours website. You'll sign up for his email list and get notified when he does these workshops. In the future, I think they're gonna be fantastic and a cooker. Thank you so much for being on the podcast today. We'll keep in conversation and for ways that work together. And I wish you the best of luck in all your future working, developing the workshop and thank you all for listening to this podcast. Appreciate all the reviews, all the comments, all the e mails, I guess robbery on the world, as I like to say, Make it a great social day. Everybody, Thanks for listening to the maximize. Our social podcast makes your key and don't forget to subscribe. Rate the show on iTunes so others can enjoy it to someone to continue the conversation and empower your business through social media. Visit meal schaefer dot com Right now, have a great week. Let's go. We'll see you on the next episode