Ranking Revolution

Doug: So because we could keep talking
for many, many hours, Fernando, we

need to move on to the next area here.

And I want to talk about effective
influencer marketing campaigns.

And you have some great tips.

And I could tell you as a, you know, I
would never call myself an influencer, but

it turns out You know, that's what other
people would call me, so we could use

that vocabulary to make the conversation
flow here, but I get a lot of outreach.

People want to sponsor stuff.

They want to get in the newsletter.

There's a lot of there's a lot of money
out there and These companies have a

budget to go and work with influencers,
but depending on the partnership,

it may not work out for anyone at
all, or it may just work out for the

influencer if they're getting paid.

So how can a company set up a campaign
with the best chances of success?

Fernado: That's a good, all your
questions are really good because

they are straight to the point.

So when you are launching an
influencer campaign, and right now

they are really important for, uh,
B2B and even more for B2C segment.

And so in, in just two areas, uh, we
have, uh, different ways to work with.

So the first and most easiest way to
work with is to, uh, work with the help

of an agency because they already have.

The whole thing set up, and they have the
knowledge of the KPIs, how the contracts,

how the agreements need to work.

But if you are working on your own
and you want to start an influencer

campaign on your own with your
own methods, I will definitely

recommend you to start with GAN.

Set your goals, set your clear objectives.

What do you want to achieve?

Uh, you want to achieve new sales, you
want to achieve, uh, just to, uh, reach,

uh, more people, to gain visibility.

So, if you have this from the
beginning, the rest is gonna be easier.

Um, the second part here,
it's going to be the same.

You need to understand
who's your audience.

Who's the audience of, um, that
your service or product is meant

to be, um, for this campaign.

So in this case, it's going to be
easier to understand what type of

influencer you need to reach out.

Maybe you have your own influencer that.

You are following, but that maybe
that's not the right fit for the

product or service because he's
talking about a different thing.

He's in another segment, but
you still want to see that face

talking about your product.

If the message and the face of the
message didn't match the product service,

That's just a waste of money and time.

You need to identify clearly who's your
audience and what type of influencer

is talking with a relevant voice and
influencer voice to that audience.

So define your goals to define
and then define your target

audience for the right influencer.

After that, you need to do the research.

I was checking a lot of, um, these, um,
marketers working on, um, Fiverr, Get It

Done, and platforms like that, that they
are charging you 20 or 50 to create the

list of influencers for your industry.

I can say more.

I use some of their, uh,
some of their, uh, services.

It's not the same.

Some of them are really good, but
the research needs to be in order.

So you know the goals, you know the
audience, you need to do the research,

you need to evaluate the content that
the influencer is delivering, and

then you need to reach out to them.

You need to write to them.

And say, Hey, I have this project, uh, of
course you need to have a budget for the

influencer or sometimes the influencer,
they already have their own budget.

You can ask, uh, for their, uh,
services, uh, how much they're

charging for the message.

It usually goes, uh, depending on
the amount of the audience, the

size of the audience followers
that they have in some other parts.

Depending on the engagement that
they have proposed, so you can, uh,

do the math, uh, following, uh, the
engagement rates for the last, I don't

know, three months, and the amount of
audience that they have, uh, till now.

Uh, if the engagement rate is 5
percent or 10%, uh, rate deal.

So that's a good, that's a good thing.

The engagement rate is lower than 2%.

Well, maybe they have a large
audience, but if they're not

engaged, that's a waste of money.

In this case, if they're not
reacting, you're not going to be

receiving much from that influencer.

So the engagement rate needs to be higher.

higher.

And in the next step, I will
say, well, you need to develop

a clear campaign strategy.

You need to create a campaign brief,
uh, analyzing their, the content brief.

So what is the message that the
influencer, uh, needs to talk about,

uh, create some content guidelines.

If you are a brand, you need
to give them your brand voice.

You need to give them, The proper hashtags
for the campaign and of course all the

legal requirements in the us is different
than in europe You need to disclose if

the this is a sponsored content or not.

You need to disclose.

Uh, in certain platforms because the
platform is is Um asking for that and

you need to present the content plan
decide the type of content that you want

to be created It's an instagram post.

It's a youtube video.

It's uh, it's a real story.

It's a tiktok video Uh, whatever, and
the timing for publishing, um, once

that is defined, you can talk about,
okay, um, when this is going to be

deliberate and the payment process.

So having these three points is already
half of the way, but then the most

important thing of the campaign starts,
which is executing the campaign.

So the day has come when they need
to be publishing something, You

need to track the performance.

So if you have UTM links,
you need to give it to them.

So you can track that on your analytics.

And you need to engage as well as
a company with them online to say,

Okay, yes, this is our product.

This is our service.

And at least, Uh, you need to evaluate
all the results that you have and create

a report to, to determine if you have
created any ROI, uh, what you gained as

a result, and if you accomplished the
goals that you set up at the beginning.

That's the thing that
you need to be following.

Five really easy steps from starting
with a goal, analyzing who is your

user, the term, determining with who
is your influencer, then outreaching

to them, created the brief content with
them, and then analyzing the results.

That's, uh, Really interesting campaign.

Doug: I'm glad you went over
the first couple steps there.

I feel like it's a personal coaching
session for me with defining your goals

and just understanding what you're
doing and who you're trying to reach.

And it's so important, but a lot of
times As a content consumer and a

creator myself, you know, I'm creating
content and I know potentially some

people are watching it just like me
who jump in and we're like, Oh, I need

to do this thing, but we forget, does
this actually line up with my goals?

And, you know, we're
kind of running around.

Doing activities.

It doesn't actually, they don't help us
with where we're trying to go because we

didn't define where we're trying to go.

We're, you know, navigating without
a map, just kind of wandering around.

So very key.

One thing I want to get to is the
fact that there can be two goals

for these campaigns, whether you're
working with influencer and influencer

marketing or another kind of campaign.

A lot of times because we do have
all this tracking capability,

we want to see the ROI we want.

It's like, what is the ROI on this?

We want to, you know, we want to
put it in a dollar and get out 1.

25 every time.

But the fact is, there are some maybe
old school campaigns where people

just want to get the message out.

And we see this sometimes where
companies will sponsor a booth

at a conference, or they're just
advertising to get their name out.

So they are associated positively.

Can you talk a little bit about
the unclear objective with

just getting the message out?

The word out and the effectiveness
now as a content creator myself, I

love those campaigns because I don't
need to necessarily be responsible for

converting, but it gets the word out.

So people know they know coke, right?

They know these other campaigns were
like, Coke's not trying to sell.

more cokes with these big commercials.

They just want people to have
warm feelings about the brand.

So kind of an open question,
but can you talk about that?

Cause it's the opposite of ROI.

It's the opposite of metrics.

It's just like, Hey, is
this a big player out there?

Do we want to be associated with them?

Fernado: Oh, yes.

That's the, the type of campaigns that I
really love because, um, when you are not

talking about monetization, when you are
not talking about ROI as a final result.

I'm pretty sure that you have more
freedom for creativity, creativity,

because you don't feel that kind of
pressure that, yes, I need to sell more.

I, my marketing needs to be selling
because that's not the purpose of

marketing per se, uh, marketing is,
uh, it's, it's about, uh, to get the

attention, the people in the right place,
the right moment, and get that attention.

To say, Hey, this is the thing that you
were expecting to solve your problem.

So I can help you with this.

So to make you, um, part of their brand
with their, uh, products that you can

choose, so you are a good option for that.

So I believe that's the right.

Purpose of marketing to get the
attention of the people with an

exceptional product that you have
in order to solve their problems.

Uh, that's the, that's the
right type of marketing, that

right of marketing campaign.

And to do that, well, I believe
every company needs to have

some of those campaigns.

Uh, from point to point, um, I, I remember
I have built, I have created tons of

those, those campaigns that are, uh, the
main purpose is, uh, branding is, uh,

awareness and loyalty, brand loyalty.

Um, I can give a couple of examples for,
uh, just for an instance, I remember we

have created these, uh, these events.

Uh, which were for customers and for
some potential customers for the people

from different places of the world.

We gathered them in different countries,
uh, to have top notch experiences.

Actually, at some point we went to
Austria and we were, uh, running

with them these sports cars.

Um, we have these workshops by,
um, And a professional sports

car driver, and we were driving
his car and some similar cars.

So it was just part of the experience.

Nobody was talking about SEO
or content marketing, but we

were just having an experience.

How you can measure that, it's basically
impossible to measure that kind of thing.

Um, of campaigns, the only thing
is the smile on the people's faces.

The, um, the immediate, uh, post on
social media about their brilliant

experience with the brands, the pictures
that they have on their Facebook

or Instagram or whatever with the
experience that they're receiving.

That's why some of the,
uh, greatest platforms.

TikTok or YouTube even, they have these
kinds of gatherings with top influencers.

They go to an island, they go to a
top seven stars hotel in Dubai, and

they have this great experience.

So these campaigns to build more
brand awareness, more trust, uh,

they need to have, they need to have,
um, their place in every company.

If you are determined to build Um, a brand
and as an SEO, as someone that is working,

uh, with SEO or in an SEO or the SEO tool
for so many years, I will say that, uh,

the most important thing on SEO is brand.

If you are a brand, you
are good at SEO for sure.

Google, they don't need to do.

SEO because they are a brand.

Coca Cola, they don't need to
do SEO because they are a brand.

The people know about them.

People, they already hear all
over the place about them.

And of course, when they are
doing SEO, they are doing

just naturally, organically.

Everything is about them.

Uh, you can, I can mention companies
like Airbnb, Booking, uh, or other names.

You have their Netflix.

You can have Tesla.

They're doing even Tesla.

They're not doing any
paid advertising overall.

Everything is organic and
everything's about their brand.

If you want to build your brand,
think more about experience

and less about your goals.

It's really difficult.

If you're a business owner,
you're like, Oh, my God, how I can

spend so much money on something
that I don't know what to say.

Well, if you build it properly with
an experienced team or with your happy

customers, with your champions, things
can change in a really good direction.

Doug: Let me know the next time you
guys are doing one of those events.

I'll show up, you know, sounds fun.

Fernado: Oh, they're fantastic.

All

Doug: right.

Well, as we're wrapping up here, I want
to cover just a couple more things here.

So number one, you mentioned in some of
our show notes here, how important it

is to have like a good understanding of.

Digital marketing tools and
resources to just operate.

So not everyone is going to be able to
use all of the, the things here, but

can you talk about, uh, the list here?

I'm not sure if you have a link
or anything that we can include.

Fernado: Sure.

In this case, this is the,
this is my opportunity to

advertise our newest update.

So we as a Semra, right.

We have, uh, different tools inside of, of
the platform, but we have also different,

uh, companies that we have acquired.

Some of them are, for
example, uh, compute.

Some of them are, for example, in
the recent couple of months, brand

24, uh, some monitoring or orders
like, uh, the, the pr, uh, tool or,

or tool for prs, which is Proli.

So there.

Different and really interesting product
that can align with your strategy of

building more visibility of being a
better online visibility But the latest

update and I want you to try this as well.

I will give you the link to try a
free trial, uh, this is a a really

good update because we were able To
show only monthly and weekly updates

about what your competitors are doing
in terms of web traffic, but right

now we're able to show daily data.

So in this case, this daily data
update, it can help you to understand

what products, what services are
working for your competitors.

And you can see all that, um,
basically for change your, um,

strategy, uh, with daily changes.

You don't need to wait for next week.

Oh my God, last week they
launched this project.

Oh, we're late.

No, you can see that with a daily
with daily data updates that we are

that we are offering right now, I will
give you the link for this daily data

update and everybody can use it for for
one week and check what is happening

in their industry, what is happening
in their niche in a https: otter.

ai The chance to change a little
bit to your strategy or to modify

your strategy on a daily basis.

That's a game changer for any company.

Doug: And I just want to make sure
that I understand this correctly.

So with all the Google updates
that, uh, it doesn't matter when

we're recording this, right?

So there's always Google updates.

They're pretty dramatic.

And.

Having that visibility to understand
what's happening on a daily

basis could be really valuable.

So I just want to make sure like this.

We could understand the Google
updates in the impacts to not just

us, but competitors with this update.

Is that is that right?

Fernado: Well, that's just a little
part because when I was when I'm talking

about web traffic data, uh, I'm talking
not only about organic traffic, right,

which is basically coming all from from
from Google search, but I'm talking

about what is happening in terms of paid
advertising, what is happening with the

direct traffic, with social media traffic,
with email, marketing traffic, with

social media ad traffic, with the referral
traffic, so with all sources of traffic.

So if it's a global campaign, if
it's a big campaign, you can see.

What are the reasons that that
product or that service is working so

good and it was launched yesterday?

Or what is the reason that they
stopped running those ads and they

are not publishing those ads anymore?

Or what are the reasons that they
are not working more with those

partners, with those affiliates?

Or what happened with their
email marketing campaign?

It's not working anymore?

Or old?

The email marketing
traffic is working more.

They launched the campaign
yesterday and you can analyze why.

So it's about all the sources
of traffic, not only organic,

but organic is still there.

You can see that.

And I can tell you more.

If you want to see all those changes
in terms of Google updates, we have

this tool that is called Google,
uh, Google SEM brush, a sensor.

It's semrush.

com slash sensor.

It's a free tool.

It's like the weather channel.

We are monitoring every single second
what is happening in the Google

search results, in the search engine
results, uh, on every specific detail.

I mean, every functionality
we have there, all the SERPs.

We have all the, um, for example, all the,
uh, feature, the feature snippets, the,

the carousel damage, what is happening
with those results in every single, uh,

second and what is happening in every
single industry and across the globe.

So you can check that, that as well.

All right.

Doug: So.

It sounds too good to
be true, uh, honestly.

So I have a question, which if it
reveals, uh, trade secrets, uh,

we can take it offline and then
you can tell me off the record.

No, no, but, but basically
where does this data come from?

Especially let's say email, right?

So that seems like
pretty proprietary data.

That seems like privacy issues.

So can you expand on this?

Because, you know, that sounds great,
but can we really trust this data?

Fernado: Sure.

That's something that is
a totally normal question.

Of course, um, when the time comes for
the answer, I have, uh, not much to say

that internet is there and they are tools
like SEMrush, for example, or the, or the

people that are competing with us as well.

For example, our friends from Moz or
whatever other tools they are, right?

These tools, like ours, are helping
to make the internet, uh, more

transparent, transparent place.

Because, uh, Google is not the internet.

Google is just a system, a platform
that, uh, is taking parts of the

internet, or the whole internet, and
is making a library from it, right?

We are making more visible
all this information.

That's the first part.

All the data is up there.

We are just organizing it.

Um, make, uh, giving
it, uh, a proper form.

If we go a little bit more deeper,
yes, of course, we are using something

that is called clickstream data.

Uh, and the clickstream data contains
basically the digital path for users.

We, which we have, uh, 500 million
panelists or, uh, digital persons.

that are really well anonymized.

We don't have their names, we don't have
their pictures, we don't have basically

anything from them, just their virtual
path, their digital path of the website

that we're visiting, the websites that
they were clicking, and all that part.

And that's basically the part of the
data that we are using the most to build.

These traffic sources.

Um, for each website, we have built also
on a metric that is called accuracy.

Uh, so for each website, you can
see how accurate the data is.

The bigger website, the
bigger accuracy metric is.

So if you have only your website for
a couple of weeks or months, you are

not going to be seeing much data there
because the balance are not going there.

But if you are already in the market
for a year, at least you have more

than 100, 000 pieces, or let's say
10, 000 pieces per month, you're

going to be seeing more data.

And of course we have Third party data
sources that I cannot say publicly

because we are a public company.

Got it.

Doug: Okay.

So mostly click stream data and
from a statistical standpoint,

I messed up that word.

I'm sure people understand
what I mean, but basically

statistical basis.

Um, if you have a small sample
size, it's not accurate, but if you

have a huge sample size, so it's
like 10, 000 versus 1, 000, 000.

You're just going to have more accuracy
with the, the higher, uh, frequency

and a bigger pool of data basically.

Okay.

Awesome.

This is very cool.

And you said, we'll have a link in the
description so people can get a seven

day trial, check out all the tools.

Is it basically just full,
full access for SEMrush?

Fernado: It's full access on SEMrush,
which is the core of our Uh, brand and the

access as well for this, uh, daily that
that data update, which is part of the

project that I'm working that is called
dot trends, which contains all the traffic

sources and their respective analysis.

Got it.

Doug: Beautiful.

Like I said, Fernando, we could probably
talk all day long, but I know we actually

went over time a little bit here.

We'll link up to SEMrush.

People can get the free trial that we just
mentioned and you're over on LinkedIn.

So I'll, I'll put that in
the description as well.

Is there anywhere else that you
want people to check out or follow?

Fernado: Oh, no, the link
will be, will be great.

They can register if they're
not registered already.

Or they can just send me a message if
the link is not working for some cases,

or they want to just mingle, uh, to
my, uh, Fernando Angulo, uh, LinkedIn.

Doug: Alright, thanks a lot, and
hopefully we'll catch up soon.

Thank you very much for the invite.