The majority of my clients and employers will approach a marketplace launch with a traditional PR strategy – announcements, releases, mass branding efforts on social sites and through content marketing. These tactics work, and I am not suggesting anyone who has the budget to do traditional PR stop that spend.

This 5-day launch strategy is one you can assign to one person in-house, and expect significant ROI in a short period of time. If you experience what I have, you can repeat this in perpetuity.

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[x_promo]Day 1 – Keyword research and Article Outline Generation[/x_promo]

This first step is really meant to gather your ammunition. You may have this content process running and therefore can skip the curation process. In either case, content provides the offer for your outreach efforts – a conversation starter as well as a way to show thought leadership.

  1. Do 30 min of long-tail keyword investigating for your top keywords: https://kwfinder.com/ or https://adwords.google.com/KeywordPlanner
  2. Find 4 keywords that (a) have 2000+ searches/mo, and (b) have medium-to-low competition.
  3. Find the top 2 articles related to each one of the above keywords.
  4. Find a third article (ranked 5-10) that you are not stealing from, and mark that one for linking to (we’ll reach out to the author for shares and guest posts).
  5. In your .csv or google sheet with these content ideas, create rows for links to the other authors’ article on the subject (you will need this for outreach).
  6. Spin those article titles in http://www.title-generator.com/
  7. Write outlines for new articles (try to get all 4 done) using the top points/stats/sections of the top two articles you found.
  8. Head to Writeraccess.com or contact your ghost writer for article writing. 

[x_promo]Day 2 – Begin compiling contacts for direct outreach and load the CRM[/x_promo]

Today is all about prospecting for leads – who out there controls an audience you want to get in front of and can provide your brand with the most lift in the form of a mention, share, like, quote or by publishing your content.

  1. Create these two (free) accounts:
  2. Most CRM’s will work, but you will want to track their activity on your site – Agilecrm allows you to see when/where they navigate in real time via activity and a desktop push notification.
  3. Sign into Linkedin (from a Chrome browser) and start pulling contacts into Hunter.io and Agile.
  4. Alternatively, you can go to company home pages and use your chrome extensions to gather emails there.
  5. IF you are going after a very large list of potential influencers (in a mainstream industry), the team at DatabasePlace.io does this full time and will g ahead and execute this for you in no time.
  6. Load these lists to your CRM (Agile), and start sending emails.
    • Do not simply send out emails. Load them into a drip sequence.
    • Contact me if you need to see a working email template for this.
  7. Now, if you are using Agilecrm, add the AgileCRM plugin to your wordpress site, or tracking pixel if you are not running wordpress.
  8. Send your email mid-morning and watch your activity notifications from your CRM.

[x_promo]Day 3 – Notify your network and begin outreach[/x_promo]

This is a great step anyone in your company should perform once a month to continually connect with their email contacts on Linkedin. But for our purposes, it’s meant as more of a “poke” to put your brand in front of everyone instantly.

  1. Follow this process to add your new contact .csv’s to your email contact list and send out requests. Quick and easy Linkedin HacksThis will put your brand/name in front of all of those contacts with LI profiles instantly.
  2. Begin sending out cold emails to the bloggers or admins of blogs mentioning the articles you have in the pipeline [unpublished] and find out if they are interested in publishing it, and/or trading links with you.
  3. If you do not have a CRM, check out https://www.gmass.co/
  4. Add anchor text links in the articles you have published to other similar articles online written by people you want to connect with.
  5. Send cold emails (ideally, through your CRM so it’s tracked) to these writers with the link to the article they are mentioned in, and ask if they mind sharing it and/or providing a link back to yours in return.
    • Contact me if you need to see a working email template for this.

[x_promo]Day 4 – Scheduling calls[/x_promo]

Depending on your bandwidth and team size, you will want to use some of your energy actually discussing propositions with the top contacts over the good ol’ fashioned telephon.

  1. If you used a CRM or Gmass to send these emails, you will have data on who opened these emails.
  2. Reach out to each of these people and begin scheduling the type of call they may require:
    1. A product demo with your sales team?
    2. A discussion around content sharing and guest posting?
    3. Or maybe their resource is ideal for your brand and you want to pay to be there.
  3. I would suggest leading with the willingness to pay to advertise.
    • This will [obviously] result in more calls that you can steer into an organic content/link sharing discussion if you are not interested in paying.
  4. If you are a step ahead and have Twillio integrated, use the Twillio number to hold these calls. This will allow you to better track who/when you called.

[x_promo]Day 5 – Attack Twitter[/x_promo]

This step will be less relevant in certain industries (like manufacturing) but can be valuable for most of you.

  1. Signup for a free account on https://dashboard.audiense.com and connect your business twitter acct.
  2. Click on “Monitor” and then “Search Audience”
  3. Now, “Select All” and then “Create DM campaign”
  4. Attach Google Analytics or your Bit.ly account for tracking.
  5. Make sure your message includes a very interesting CTA.
  6. Send.
  7. If you are able to spend the money, Audiense pro is worth it: Link your Gmail and other emails to add all of your email contacts.
  8. Create a .xlsx/.csv email list you are interested in DM’ing and marketing to.Then add that list to your Audiense account by clicking on “Target” then “Convert emails into profiles”.

 

That is all I’ve got for now. Check out more here.