- May 29th, 2018
Are you wondering where the next giant vertical lies? One that will have billions in spending power for years to come and can direct and influence others to do their bidding pretty much at will? Want to know where to find them? Your best bet is to catch them between the end of kindergarten and before their afternoon nap.
Yes, the newest and potentially strongest market to emerge on the scene is Generation Alpha…kids that are born from 2010 and after. Sounds crazy, but consider it. A digitally savvy, on-demand, diverse and socially conscious group that is already inured to traditional advertising. Three year old children that can swipe and touch their way through the iPhone that you had to watch a tutorial for. Second graders who can tell you the merits and pitfalls of a certain toy brand gleaned from several YouTube reviews. Gone are the days of picking out your Christmas list based on Saturday morning cartoon commercials and the Sears and Roebuck Wish List catalog. They still want toys and games, of course…but the landscape on how to find and choose them has changed dramatically.
Let’s look at some facts that can show how unique this situation is. First, the average family size is shrinking. Well-educated women are having fewer children at a later age than ever before, and that’s important. First, we’re talking about Gen X’ers and Millennials, who are well-known to be very attentive, or even slightly obsessive, about their children’s needs and wants, and check reviews and influencers’ opinions before making any purchases. We’re also talking about largely dual-income families with confident buying power, from everything from cars to strollers, and that’s likely going to focused on less children, probably one or two. And with thousands of this generation born daily, that adds up quick.
Next, consider the kids. They have been fluent in all things digital since birth. They’ve never been without the Internet or cell phones. Even before they can read, they can visually command a tablet by touch, and can use their voice to change the music or the TV channel. They are used to the same ad blockers that we are, and have little patience for traditional advertising. So, there’s a few things to consider when trying to connect with them:
- Most kids in this younger generation use YouTube regularly, in numbers up to 87%, and increasingly prefer it to regular television as they get older. They also own tablets and phones younger and younger. Bottom line? If you want to connect to this generation, get your video production up to speed.
- There are lots of influencers who speak to this age group, but they typically have a common theme that makes them popular and successful: tell a story, make it entertaining, keep it consistent. Ryan from RyanToysReview unboxes, plays with, and reviews toys to millions of subscribers…his latest post has had 5 million views and counting. He (and his parents) have been doing it the same way for a few years, and toy companies are lined up to have him review their next product.
- Google as a verb is something these kids have always known. So, countless sources can answer questions instantly, give directions and even give advice. They are also smart enough to know when a banner ad or in-app purchase is bothering them. Many kids use this wealth of content to teach themselves how to play music or code a video game, and if your brand is involved in this process, they’ll know it. Just keep it subtle!
The takeaway here is that there’s plenty of ways to connect to these kids (and their parents), and brand-produced content that barrels head-on through traditional advertising is not one of them. Entertaining content presented through trusted influencers to an increasingly mobile and discerning audience seems to be one of the best ways to do this…have you evaluated your influencer program yet?
- May 18th, 2018
Affiliate marketing traditionally consists of a business model inwhich brands pay online content creators a commission for the direct sales they bring in via their blog and/or social channels. Content partners are identified based on a contextual fit with a brand and the brand sets up a link or code that content creators share with their audience. When the audience makes a purchase, the content creator gets paid. Pretty straightforward.
Brands sometimes like this approach over the influencer marketing model because with affiliate marketing, content creators or influencers are paid based on performance as opposed to an upfront payment for a post like influencer marketing.
In order to make your affiliate program worthwhile, here are 5 tips to strengthen your strategy:
Make it Worthwhile
Tip: Content creators will start dropping from your campaign like flies if you ask for too much of their time than balances out their reward. Make sure that your “ask” is fair and that reword for said ask is tangible. You may need to adjust the percentage rate you give your influencers and make sure they are stocked with free product from your brand.
Example: Say a fashion brand wants to partner with content creators to show off the durability of a pair of hiking pants. The brands has the great idea of challenging the influencers to wear the pants to different places and photograph the variety of places the pants are worn. This brand would need to realize how much time and effort goes into going different places, taking photos and writing content. They could compensate by offering a set financial compensation rate up front in addition to commission.
Identify the Right Affiliate Partner
Tip: While some marketing strategies are best owned in-house, affiliate marketing can be technical with creating and monitoring links. And let’s not forget that there are FTC guidelines to follow. Having the right agency not only ensures that your legal and technical needs are taken care of, but, they also bring strong relationships to the table as well.
Example: A beauty brand may be ready to hop on the affiliate marketing bandwagon but everyone on their team is spread a little too thin. This brand may want to contact Versa Marketing or do some research to identify an affiliate marketing agency who can develop the creative and maintain the relationships for a strong affiliate marketing strategy with beauty influencers.
Seed Content Creators with the Right Assets
Tip: When your content creators succeed, your brand makes sales. So, make sure that you’re helping them succeed with the right brand information and assets. Here are few examples of assets brands should equip their content creation partners with:
- Engaging content about the brands
- New and fresh information about the brand or upcoming releases
- Easy to trace links so both your brand and the influencer can see how they’re performing
- High quality images
- Downloadable resources
- Give a creative campaign theme or challenge
Example: A software brand may want to consider paying per lead and generate leads with a downloadable piece of content that their brand produced such as an ebook or white paper on a topic that shows thought leadership.
Keep a Pulse
Tip: It’s key to keep a pulse on your relationships with all of your content creators. This will allow your brand to adapt a strategy based on what is working and converting. You need to be able to know who is succeeding and who needs new content and approaches.
Many brands make the mistake of sending out links and implementing a “hands-off” approach to their affiliate marketing. It’s important to remember that these relationships need to be nurtured in order to keep your brand on the brains of content creators so that they’re mentioning your brand multiple times.
Example: A craft brand may keep a spreadsheet of all of their content partners and include a column for their birthdays. On their birthday, the brand could send them a special gift—something simple but highly effective.
Design a Strategy Across Many Platforms
Tip: Of course, blogs are great for their longform content and their potential to convert sales for years to come. But, social media mentions can reach different audiences and create a quick spark for your brand. When you’re giving your content creators a theme and a direction, make sure that this encompasses social media as well.
Example: To elicit visually appealing posts on social, a fitness brand could add a layer to their social strategy by offering influencers a reward such as a gift card for the most creative Instagram post. This incentivizes the influencers to add an extra creative layer to the photos they put out for your brand.
Do you have any affiliate marketing tips? We would love to hear from you in the comments below!
- May 14th, 2018
Let’s face it, traditional outbound marketing is losing ground at a rapid pace. Older and well-established brands who have a firm foothold in the market can expect better returns for banner ads, print ads, and email campaigns. But, a new brand trying to find its way into the market should be looking into more effective ways to market. We talk a lot about influencer marketing here, and that will be integrated in this post as well, but now we’ll discuss the importance of content and content marketing.
What is Content?
Really, anything that is produced or published counts as content. For the sake of what we’re talking about, though, we’ll set funny memes and selfies aside for now. The content we’ll focus on is the type that’ll really help drive brand awareness and bring traffic your way. Blog posts, white papers, infographics, e-books, informative videos…these are the formats where you can really get your message out. Most brands have someone on their team that can and should produce content on a regular, consistent basis, and that’s big. Making sure the subject is relevant and timely is an important part of this, so stay abreast of current topics and news, and check your facts twice (we all know how the “news” can be these days).
Make It Work for You
As digital marketing whiz Lee Odden said,” Content is the reason search engines exist and it’s the cornerstone of what people share on the social web. A quantity of quality content that answers readers’ questions in a useful and entertaining way serves everything from demand generation to lead generation.”
Now, Mr. Odden has been around a long time, and had a lot of success. So, it’s instructive to pull this statement apart to examine the value of its parts. It’s true, what else would search engines search for? And you want to be at the top of those searches, so do your research regarding SEO and the terms that might be searched for when someone is trying to find your type of product or service. Don’t be afraid to be super specific either; long-tail searches (i.e. “running shoes” vs. “trail running shoes with arch support”) are quite valuable, so make sure to consider niche words and phrases as part of your content.
Next, yes, people share. In astounding volume. Often, it’s a bit of a reflex, like the aforementioned funny memes. Your friends share your sense of humor, goofy or dark as it is, and so you figure they’ll appreciate what you send. Now, take that theory and apply it to entertaining and knowledgeable content. Read a clever blog post about property values skyrocketing around highly rated schools? You’ll likely pop on Facebook and LinkedIn and share it with realtors, parents, builders, and everyone else in your network that might also find it interesting. It’s easy, free and lots of those folks will appreciate the gesture. That’s the personal and professional value of relevant content…it does a lot of the work for you.
Bring in the Influencers
Don’t forget, good content also informs and educates. You certainly want some of it to extoll the value of your brand, but don’t be afraid to venture into other relevant topics. Well-written posts that make people laugh, think, or get all the feels is valuable…it brings traffic and is shared just as often, if not more. Here’s a good place to bring in some of those influencers, also. They can share your juicy content and get it in front of many new potential consumers or brand fans. Aside from having influencers share your brand’s content, many influencers are experts and having these industry experts write a white paper or e-book for you does it all: informs, entertains, praises your brand, and is seen by all of the influencer’s loyal audience. That’s a big win for your brand.
In short, get your content out there, whether you write it yourself or hire a professional to do it. Influencers and freelancers who write long-form content should be a constant part of your team. Who is doing it for you?
- May 2nd, 2018
Think about it…what are the good fake things in life? Fake nails? Sure, they can look good. Fake ID? Hopefully you don’t currently have one, but they were nice when you needed it. Fake news? Don’t think anyone digs that. So, how does it feel when you are committed to an influencer marketing campaign—both financially and creatively and it turns out a major portion (either influencers or followers) were fake? You don’t even want to know. Here are a few stories to scare you and more importantly, ways to avoid getting duped.
When it comes to luxury, one name that comes to mind is Ritz Carlton. Service and quality are their top priorities and their customers always expect it. Ritz Carlton expected the best from their influencer marketing campaign, but what they got was fleabag motel status. According to analytics from Points North, an influencer marketing analytics group, an astounding 78% of the Instagram “followers” of the influencers Ritz Carlton hired were fake. And they aren’t alone. Giant brands like Proctor & Gamble and Neiman Marcus fell victim to the same situation. What exactly does that mean? Well, the era of the social bots is upon us, and it’s no joke.
In a shocking expose, the New York Times published this report that found that as many as 48 million Twitter accounts—almost 15% of total users—were automated to resemble actual people. Facebook has subtly admitted to similar numbers of bots on their platform also. So, yes, this amounts to fraud, and a lot of well-intentioned money down the drain.
This however, is no reason to abandon your entire marketing strategy nor to distrust all influencers. To be fair, many of these content creators have an enormous number of followers on multiple platforms. One popular post can result in hundreds or even thousands of new likes, follows and shares. Just as vetting new team members can be a thorough and laborious process for you, the same applies to vetting influencers. Do some go out and “buy” bots to increase their reach? Most certainly. And that falls squarely under the fraud umbrella. But the value that honest influencers can provide should far outweigh the concern over dishonest ones.
Do Your Homework
These influencers are savvy, smart and discerning. If they can’t spot fake followers, how on earth should you be expected to? It’s a challenge, to be sure, and one that could take up valuable time and resources. One way is to hire the experts…they have powerful software and teams dedicated to vetting influencers and their followers. If you’re more of a DIY person, there are a few basic steps you can take to try to spot a bot.
- Odd/incorrect/foreign language: Creating bots overseas is big business, and most have at least a basic grasp on English language and grammar. Plus, many real followers make occasional spelling and punctuation errors. That said, strange capitalizations, incorrect tenses, and generally awkward phrasing should be a red flag.
- Single followers saying the same thing across many accounts: They might be careful, but need to be prolific. Slapping the same phrase/comment on many comment threads is a good indicator of automated activity.
- Generic or default uploaded profile pics: Many bots don’t even have a profile pic…or sometimes use stock photos, or even celebrity shots.
- Social activity: Poke around any given follower’s activity. If they don’t have evidence of regular social engagement, and are always on various brand/ad pages, you might have a bot on your hands…
Now, any actual user could do these things…but any combination makes it more likely. Want another way to reduce the likelihood of bot followers? Consider using micro-influencers. These content creators typically have a smaller reach, which makes it more likely that they have engaged and loyal audiences. Not only can you trust these people in terms of authenticity, but they also have a much better connection with their followers…bots would stick out like a sore thumb. If you want a more secure relationship with an audience that can truly resonate with your brand, think smaller and mightier.
Thoughts on bots? What would you do to prevent this from happening? Let us know your ideas below!
- April 26th, 2018
Everywhere you look, there’s a worthy cause that could use some help. Animal shelters, clean water, cancer research, hurricane relief…really, too many to list. Many of us identify with efforts near and dear to our hearts and contribute what we can when we can. And when we see a brand that’s making an effort to donate and help, we’ll often consider choosing it over another. Today, we’re going to go over how this can relate to influencer marketing. Whether you work for one of these charities or non-profits that needs a boost, or you’re a brand that could both help and benefit from being associated with a certain cause, there’s something in this post for you.
Face it…every business could use some positive marketing strategies. And if you work for a charity or non-profit, you’re not an exception. In fact, influencer marketing may be the one tactic that helps you hit your goal. People want authenticity and honesty, and nowhere is this more true than social cause. Donors want to know what situation needs help, where their dollars will be going, and how it winds up helping those in need.
Step 1: Choosing an influencer who is already familiar or involved with your cause is the first step. Sure, a celebrity holding a puppy may boost donations to a local shelter, but, working with an expert or authority that has experience in your specific field will have an audience already focused on your cause, and likely ready to help however they can. It may be a smaller reach, but targeted and devoted quality should always outperform random quantity.
Step 2: Vet your potential partners for relevant content, consistent messaging and regular engagement with their audience. Have them share some of your messaging on their social networks to gauge responses…if there’s a gap in authenticity or relevance, it’ll likely show in the reaction to these posts.
Step 3: Include them in your cause when applicable, and have the influencers document it for their own content—a firsthand look at pick-up day at a local food bank or visit to a children’s hospital will not only provide content, but will likely deliver an emotional impact that you can’t make up. Have them interview some of those in need, and some who are delivering the help, also.
Step 4: To wrap up the experience, put them in touch with those who have received and benefitted from the help. This may involve retaining these influencers for the long-term, but that’s a good thing. Documenting the good work your company does from beginning to end, in their own organic way, should increase awareness and donations in a way that your own content can’t.
Give and You Shall Receive
It’s just as likely that you work for a for-profit brand or marketing agency, and would like to see how getting involved in a social cause would impact your business. In this survey, we get to know the belief-driven buyer: consumers who will support a brand that stands up for or supports causes, political beliefs, or other issues that align with that consumer. Over half of each of the coveted generational buying groups (Gen X, Millennial, Gen Z) self-identify as belief-driven buyers, with 66% of Millennials in the U.S. buying based on shared beliefs. That’s a huge number, and, depending on where you’re located and the type of cause you back, it could easily be higher. There’s a couple ways to interpret this, however.
There are plenty of “safe” causes that almost anyone of any group will support and becoming involved with these would be generally favorable. Donating a percentage of certain sales or matching pledges are generally accepted ways to help. Raising money for children’s causes, fighting widespread diseases like cancer, or combatting hunger will likely be viewed favorably, and it shouldn’t be hard to identify influencers who would leverage their reach to help.
Understand, however, that there’s probably lots of other companies participating in a similar campaign for the same thing. Hosting or sponsoring an event, like a road race or benefit concert, can help you stand out…especially if it involves your employees (who, quite often, have a fair bit of influence and reach themselves).
Like we discussed above, having influencers on the ground floor participating in an event, interviewing participants or keeping a running total of donations really helps with exposure. Be careful with your tone, however; coming across as preachy, demanding, or insistent can be a huge turnoff. Also, make sure you announce a report on your final effort, as everyone wants to know how much difference they made.
Other causes are more controversial, such as immigration, gun control, or various equality stances. These stances can swing radically in either direction, and it’s likely that you’ll lose more than a few consumers by affirming your beliefs publicly. That said, the ones who do share your beliefs will support and defend your brand fiercely. 67% of those surveyed have purchased from a brand for the first time because of their public stance on a hot-button issue, 51% will buy that brand exclusively and more often, and 48% will publicly advocate for and defend that brand against critics. That’s a lot of influence, not to mention brand awareness.
High risk usually means high reward, and this is no exception. Before you make your views known, do a thorough self-inspection of your brand, including stances held by previous owners/management and current employees…one contrary tweet by one of your many workers can send the whole thing crashing down. Do the same research on your influencers; passionate advocates can say all sorts of things that may run contrary to your mission. Make sure to keep messaging in line, as your inevitable critics should be dealt with in direct but polite language. Having a team of influencers who have boundaries that are wide but firm gives a structure to your position and makes it easier for them to comply. Lastly, it’s never a bad idea to find like-minded brands to ally and join forces with; there’s power in numbers and social proof, and there’s plenty of good ideas to learn from.
Whatever the result or cause, make sure you actually care and truly support every aspect of it. Good acts beget more good acts…and your bottom line will likely come along for the ride. Have you ever aligned your brand with a cause? We’d love to hear from you in the comments below!
- April 20th, 2018
Think you have a pretty good idea of what kids these days are into? Well, think again. These young people have grown up in a radically different way than any other generation before them. Their reality is not yours and if you think being a parent of these kids is difficult, trying to appear relevant or cool as a brand is next to impossible. Traditional tactics for advertising in the past have been bypassed by teens with massive loyal YouTube followings that seem virtually impervious to any conventional marketing trend. Confused? You’re not alone. And, short of completely figuring them out, let’s at least see what’s happening in the world of Generation Z.
Who Are They?
Generation Z members are generally considered to be born between the mid-1990’s to the mid-2000’s. They have never been without easy access to the Internet, and have grown older simultaneously alongside all the various social media platforms out there (including those that have failed)…meaning, they’ve had a way of socializing and gleaning information and opinions throughout their lives that few of us had as children.
Events like 9/11 and the Great Recession aren’t anything they’d remember, yet their lives have been shaped greatly by them. They make up a massive 25% of the U.S. population, and are more diverse in all ways than any other preceding them. They’re at once more sheltered and more globally aware at a young age than most of their teachers in school.
If you think all this information at once unlocks the secrets of Gen Z, then we’ve got a job here waiting for you. If it’s still a little vague, however, let’s try to pull these facts apart a bit more.
Understand this: this generation has had unlimited choices. What does that mean? Well, there’s always an alternative. In fact, it’s generally preferred. Gen Z social media influencers are socially aware and savvy, and they’re not afraid of moving away from big corporations…or, in some instances, towards them. They will at once praise and promote their friend’s t-shirt business and Wendy’s in the same breath; anti-establishment can become establishment, and vice versa. And, because their measure of success is the approval and engagement with their generational peers, this can pivot on a dime without any indication that it might.
The takeaway for marketers? Have a clear line of communication with potential influencers and a close eye on their channels. Even talking to kids about what they’re watching is a good way to get a feel for which way the trends are heading. But, be careful with your inevitable judgements (we all have them!)…you don’t want to be dismissive of something that may be red hot right now.
Keep It Rolling
Here, we get back on a point that many experts have been pounding the drum about for quite a while: keeping influencers on for an ongoing campaign, rather than a one-and-done deal. We’ve already established that these trends and loyalties can change quickly; not because they’re young and impetuous, but because their audience is shifting also. That’s just good business, and if your brand is already employed as a part of their everyday musings, you’ll be a part of many of their stories for a long time to come. If not, you might be in yesterday’s trash folder with all the others. Also, as we all well know, authenticity is key and an influencer’s stock in trade. They don’t get thousands of followers for nothing and the good ones will make sure they are able to find a fit for your brand organically. And, as a bonus, Gen Z social stars are well acquainted with all FTC regulations, as are their followers, who are more accustomed to and less put off by sponsorship disclaimers than many older viewers.
All In Motion
In case you haven’t heard, video is king. According to this article, an average teenager goes through an average of 65 videos a day! Before you spit your drink out, try to calculate how many you watch a day going through your normal social media, news and sports routine. It’s probably more than you think…all those short clips and highlights add up. And this is where the future is going, whether it’s YouTube or embedded videos on Facebook, Instagram or Snapchat. Brand-produced content, in any form, continues to decrease in efficacy, where influencer-produced content is capturing more and more of the market…and every Gen Z star is using it. Look at the most viewed videos on YouTube and see for yourself. Video typically costs a bit more to produce, but it’s worth it.
If You Can’t Beat ‘Em, Hire ‘Em
Lastly, if you’ve tried multiple ways to connect and be relevant to this Gen Z and you’re still struggling, look into hiring a member of your target group to advise you. For example, Connor Blakely currently advises huge brands like the NHL and Johnson & Johnson on how to become relevant and accessible to his peers. Even reading an interview can help you figure out a few things out…like the importance of social causes for a brand or the revelation that no one his age really uses Facebook anymore. Short of hiring someone his age, marketing departments would do well to at least do some research and consultation with someone like Blakely.
So, to wrap it up, we can agree there’s a lot we don’t know. But, considering this generation will have billions of buying power in the next few decades, we’d better do the work to figure it out.
Is your brand trying to market to Gen Z? Share your experience in the comments below!
- April 18th, 2018
Otero Menswear is working with affiliate program management company Versa Marketing and ShareASale to find Men’s fashion and Men’s Lifestyle sites to partner with. Otero Menswear seeks to make a positive difference in the world by offering apparel that fits the height, size and body type of men 5’4″ – 5’9″. The clothing is fashion forward and professional. Each piece is designed using texture, cut, styling and findings that empowers the wearer’s specific body type through visibly leaning and lengthening techniques.
Otero specializes in providing their customers with the best fitting T-Shirts and Polos on the market. They utilize a 3-D Proportional Sizing methodology to create garments that fit proportionate to your body type and will feel perfectly tailored. Not only will their shirts fit well, but they also come in a variety of colors and designs. Pair an Otero shirt with your favorite pair of jeans or chinos, and you’ve just styled the perfect spring outfit.
Otero knows that no outfit is complete without its fair share of accessories. That is why they offer all sorts of accessories from backpacks and wallets to bracelets and belts. Their commitment to natural, durable, renewable materials also extends to their accessories line, which is made from handcrafted full grain leather that will stand up to years of hard wear, but which will also biodegrade over time. They feature natural stone and metal in their bracelets; it won’t break down, but it will last forever, as long as it’s well cared-for.
We have designed our affiliate program to handsomely reward resourceful entrepreneurs and creative marketers who help new customers discover how Otero Menswear has completely reinvented the concept of clothing sizes. This program offers their affiliates great benefits, including a 10% Commission/Sale , 30-Day Cookie, regularly updated creatives, and an opportunity to work with a company revolutionizing the way men up to 5’9” dress! We look forward to creating new partnerships with men’s fashion and men’s lifestyle Affiliates and look forward to working together! Join the Otero Affiliate Program in ShareASale today. For more information on Versa’s management services, click here: affiliate program management.
- April 13th, 2018
You’ve probably seen how explosive influencer marketing can be for your average B2C brand. From fashion to tech gadgets, putting your product in the hands of social media stars can result in a quick turnaround in exposure, engagement, and, ultimately, sales.
However, what a lot of businesses don’t always realize is that the shift to a B2B campaign isn’t really that different. People are simply people when they’re making a purchase: they research, they compare, and, most of all, they ask their trusted friends and respected experts in the field what they think. More and more the opinions of others, often sourced online, directly determine buying decisions. With a few subtle differences, using this type of marketing for your B2B campaign can be just as effective.
What is an Influencer?
Let’s make a distinctive point here. Many of the successful B2C influencer campaigns are based around flashy celebrities, eccentric YouTube personalities, and sultry fashion mavens on Instagram. That said, in the business realm, it’s really not that different. An influencer, basically, is a person who has a degree of power over potential purchases through experience, authority, or a mutual trust with their followers. That applies to a lot of folks in a myriad of various genres. In fact, one of the defining successes in these campaigns is the ability to target content creators in their particular niche…pretty much a marketer’s dream. Believe it or not, there’s thousands of bloggers that specialize in your niche; the trick is to locate, vet, and hire the right fit for you.
Make It Clear
The Internet is a fairly apt microcosm of human nature. Every post, social piece, and shout out expresses one’s emotion and opinion on every imaginable subject. You name it, it’s there; you want information on raising pygmy goats, crocheting for social causes, or how to convert your lawn mower into a hot rod? It’s there. Aand, likely, with multiple differing opinions on how to do it best.
From a home-based situation, this is an incredible resource for people who might be unsure on how to proceed with whatever endeavor they are embarking on. Now, just convert and adjust that standpoint to your specific business niche. Find an expert in that field, whatever it is, and let them review and vouch for your product, software, office supplies, whatever…businesses do all their due diligence when making an informed decision, and that includes checking expert opinions. Make sure they’re out there.
Find Your Fit
There are many ways to employ influencers to promote your brand but doing it in the professional world takes a few adjustments. Always consider your audience. Posting content on LinkedIn is a great idea, but interviews on Snapchat will likely miss you mark. Likewise, having experts and authors speak at your conference while other influencers live-stream and share content is an ideal use of influencer marketing but trying to squeeze your brand into a music festival just doesn’t fit.
Now, this doesn’t mean these campaigns can’t have a light-hearted or humorous tone. Most clever writing and funny content will give a campaign visibility and increase the likelihood that it will be shared. Whatever the tone, just get it placed in the right spot. These content creators are professionals, and it’s probable that they know when and where to promote your brand, and who to target it to.
Don’t Forget the Other Departments
Many successful marketing endeavors tend to utilize other departments. A smart influencer marketing campaign can impact several areas of the sales funnel, from lead generation to customer experience. Any time trusted voices can tell their thousands of readers how your brand impressed them, you should use it. When you see 4 stars in a review section on Amazon or how many people booked the same hotel you are considering on TripAdvisor, you’ll tend to feel better about your potential purchase. That’s social proof and having a team of influencers weave your messaging in their own words is a very effective way to get that same effect. Check in with your sales and customer experience departments and see how it can help them, also. After all, you’re all on the same team.
In short, B2B marketing isn’t that different than any other marketing. Give yourself an extra edge by specifically targeting your desired audience with expert content from authorities in your field, and your brand can benefit from influencer marketing like everyone else.
Do you have any influencer marketing tips for the B2B world? We’d love to hear from you!
- April 6th, 2018
If you’re reading this, you’ve probably done something right. Namely, you’ve realized that influencer marketing is the most dynamic and effective strategy to get your brand noticed. But, before you pat yourself on the back too hard, you should realize that there are a few common steps you can take to make sure everything runs smoothly. If you skip a few, you might find yourself wondering why it never got off the ground.
The Initial Outreach
After you’ve identified your influencers, start at the beginning. Your first contact with these valuable collaborators needs to be thought out well. First off, it needs to be personal. Yes, it will save you lots of time to push out mass emails but remember, you are starting an extensive partnership with these folks. First, use their name to greet them. Then, take some time to read their blogs and comment on their content. You need to vet their site anyhow and mentioning a specific piece that they created establishes a personal assurance that you admire their work.
Next, make sure your email is concise, lays out exactly what you’re expecting from them, and gets to the point quickly. Remember, many influencers get dozens of these emails a day and don’t have the time or patience to wade through a long or meandering email. Pay attention to the subject line and make it an offer to work with you and not for you. Emphasize the spirit of collaboration and let them know that creative freedom is the kind of partnership that you are seeking out. These are easy steps and everything you can do to make it personal counts.
Have a Plan
You should have a concrete vision of the theme and tone of the campaign in mind before you even start your outreach, so get your brainstorming going early. Take a look at case studies of other successful campaigns to see what has been effective elsewhere and really explore the parameters of your brand to evaluate what would work best.
Some approaches are funny, irreverent, emotional or sincere in tone—there’s no wrong direction so look for the one that fits your brand and the tone of the influencers you reach out to. Maybe create a challenge…most bloggers have a strong community of colleagues that they communicate with and getting a bit of competition going can not only be fun and interactive, but, it can also exponentially expand the number of eyes on your brand.
Make sure your messaging is clear and give them all the high-quality assets they need to represent your brand properly. High-resolution images, logos, and videos should be easy to embed and showcase. Think up a clever hashtag or two and make sure no one’s used it before. Give them plenty of direction, yet the creative freedom to do their thing, and you should see great results.
Make Sure It Fits
It’s one thing to find the perfect influencer and yet another to partner with them. The real trick, though, is to be able to mesh their strengths with your vision for your brand. The first step in accomplishing this feat is a step we’ve already covered: comprehensive research on the influencers themselves. Some are YouTube stars, for example, and asking them to create specific written content might not turn out well for anyone. Various social media platforms highlight particular talents, so don’t try to force your ideas onto a space or influencer where it wouldn’t fit. Once you’ve found that easy fit, cater to it.
Most importantly, if you’re unsure of the best way to find a fit…ask. Feel free to check in with your content creators to inquire what they think works best. They have loads of experience—both good and bad—and will appreciate the attention to detail and the desire to do things the right way.
On the heels of that advice about asking your influencers for their opinions comes the magic word that everyone in this business uses constantly: engagement. A quality blogger not only racks up likes, shares and emojis…they communicate with their readers. Answering questions, giving recommendations, and thanking folks for their kind words is good practice, but it also complies favorably with most social media algorithms to keep the posts at the top of the feed for longer.
The same goes for engagement between your brand and the influencer. Be sure to engage with your influencer early and often, keep the lines of communication wide open and be prepared to answer questions. It’s also a good idea to keep in touch after the campaign ends as you might just get a few more brand mentions.
Finally, you should consider retaining some of these influencers throughout the year, as opposed to the one-and-done model. Readers will identify with your brand with the same loyalty and trust that they give to their blogger if the mentions and posts keep coming. And that’s what you want, right?
Ensure Proper Disclosure
Keeping in compliance with FTC regulations is a pain point for lots of brands. Things change quickly in digital marketing, and it takes a good amount of time and effort to stay on top of it. Here’s the deal: Any sort of social media or blog commerce, mentions or endorsements need to be accompanied with a disclosure that there was compensation involved. That includes free products, family member involvement, and all sorts of other little situations. You may have dozens, or even hundreds, of individual posts and mentions out there representing your brand; great news, but it could be costly if they don’t all comply. Be very clear with everyone involved what needs to happen to follow these rules.
There are lots of moving parts in influencer marketing campaigns, and we’d like to think we covered a few that are often overlooked. We’d love to hear your suggestions and ideas on this topic…let us know below!
- March 30th, 2018
While 47% of consumers use ad blockers, influencer marketing is on the rise due to an influencer’s ability to raise brand awareness with their authentic yet branded media. Interestingly, influencers with larger followings charge brands more but engage with their audience at a smaller rate.
So, what is a brand to do? Research shows that the mid-level influencer is easier on the budget yet gets higher engagement and conversion rates for brands. Yes, you read that right. Working with mid-level influencers costs less but does better things for brands. Let’s get moving before your competitors capitalize on this strategy better than you do…
What is a Mid-Level Influencer?
A mid-level influencer is someone who has between 10,000 and 100,000 followers on any given social channel or has 10,000-100,000 monthly views on their blog. They specialize in a topic that aligns with their brand partners and they provide “cravable” content and brand recommendations to their followers.
Working with a mid-level influencer is easier on the budget and brands are seeing powerful results from these content creators. As if that weren’t enough, it’s also easier to get the attention of mid-level influencers than that of celebrities or A-Listers, so brands save time with their outreach.
It’s All About Engagement
84% of consumers make purchase decisions based on recommendations from peers. Fortunately, mid-level influencers are often perceived as peers as opposed to celebrities. Hence, a mid-level influencer’s ability to curate and engage with a smaller audience is extremely effective.
One study found that influencers on Instagram with fewer than 100,000 followers engage with their audience at a rate of about 8% while bigger, “A-list,” social stars engage with their audience at a rate of under 2%.
This engagement is crucial for brands because consumers want to ask questions and feel heard by these brand ambassadors in order to make a purchase decision.
Big Brands Are Harnessing the Mid-Level
Big beauty brand, L’Oreal used the power of mid-level influencers to promote their biolage styling products and attributes this strategy to a 10% growth in their Instagram following.
HelloSociety, an influencer marketing agency acquired by The New York Times, found that when they activate mid-level influencers for their clients, they see 60% higher engagement rates.
Sleek watch brand, Daniel Wellington, works with mid-level influencers who take Instagram photos of themselves wearing the watches in their everyday lives. See an example here. They also provide their influencers with discount codes to give their audiences. This allows them to track direct sales and the influencer can offer something even more valuable to their followers.
Natural care products brand, TOMS of Maine, used mid-level influencers to boost social media engagement. Working with mid-level influencers allowed them to scale the number of influencers they worked with and reported boosting consumer engagement by 600%.
How to Find the Right Fit
If this post doesn’t have you at the edge of your seat and ready to start working with mid-level influencers, nothing will. So here are some quick recommendations on how to get started working with these valuable content creators.
- Prioritize a content fit and areas of expertise. An influencer with 10,000 followers who talks about something niche specific is going to boost a brand way more than an influencer with 200,000 followers whose content topics “sort of” align with a brand.
- Define your influencer marketing strategy by deciding if you want to run it in house, partner with an agency or work with an influencer network. From there, make sure you cap the number of followers an influencer has by 100,000 to ensure optimal engagement.
- Allocate a budget before you reach out to influencers. Then, determine the amount of influencers you can work with based on the rates they quote you. The average cost of a mid-level influencer post depends on a lot of variables, but for time sake, plan on $150-$500 per post.
- Determine goals so that you know how to seed and challenge your influencers with themes and creative content.
Do you have any questions or comments about working with mid-level influencers? We would love to have a conversation with you in the comments below!
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