Influencer marketing has spent the past few years being “the next big thing” for companies seeking to stand out from the crowd.
Although the concept has gotten a significant amount of press in that time, the jury is still out on its long-term value. Will it deliver on all of its promises? Is it ultimately too expensive to be practical?
We haven’t yet seen all that influencer marketing can do. Answering those questions will require the field to mature. But we’re not completely in the dark: We do have a fair idea of what’s been working thus far.
Linqua’s State of Influencer Marketing 2018 report reveals that 86 percent of surveyed marketers used influencer marketing in 2017, and 92 percent of them found success. Now, even Amazon is diving deep into the practice.
Influencers create trust in your brand. They can do that by circumventing the traditional advertising approach, which comes off as pushy and inauthentic to many of today’s consumers. And influencer marketing does seem to be working to drive sales.
Twitter, for example, has reported that almost 40 percent of its users have been persuaded to purchase something after reading an influencer’s tweet.
Influencers target an already interested audience. Followers trust their opinions, so your brand is presented in a favorable light from a familiar face.
Of course, this means you need to think carefully about picking the right influencers for your brand. You’ll want someone with a significant number of social media followers and high-quality posts, which should be authentic and engaging. In fact, you should observe solid and enthusiastic user excitement right on the site as people respond to posts.
That’s how you pick an influencer to work with, and it’s a crucial ingredient in an effective campaign. Beyond that, which influencer strategies might work for your brand?
Your contracted advocates don’t have to be mega-influencers, boasting more than a million followers.
Micro-influencers, with fewer than 100,000 followers (but at least 1,000), can be an important component of your influencer brigade. Micro-influencers have more capacity to interact one-on-one with their followers, so engagement increases as number of followers decreases. In Linqua’s study, 90 percent of marketers indicated engagement was critical to gauging performance.
Plus, influencers with a smaller following can sometimes carry out interactive and experiential campaigns for a local audience. This makes micro-influencers a great match for Millennial marketing campaigns.
A Harris poll of Millennials found that 78 percent of them value spending their money on experiences over acquiring possessions.
Coca-Cola wrapped these Millennial-oriented marketing tactics together. They promoted an upcoming live event through a video by Australian micro-influencer and comedian Alan Tsibulya. By encouraging his followers to comment and tag their friends, Tsibulya spread awareness of Coca-Cola’s event still further, reaching an engagement rate of 23.9 percent.
It’s natural to think first of recruiting influencers inside your own industry, but resist clinging to the most obviously related influencers.
Tapping influencers from outside your vertical can be a very useful way to expand your reach.
For example, a food company might partner with a travel blogger to explore local cuisines or show how it sources its products.
And how can you avoid getting lost in the overflowing beauty influencer space? Cosmetics brands like MAC and NARS have partnered with comedians like Arielle Vandenberg to engage a wide audience.
Educators, many of whom already have side hustles as paid influencers, also present promising opportunities for other-industry engagement.
Lysol partnered with Dun & Bradstreet’s MDR to get its products on the school supply list. The campaign generated more than 10 million brand impressions, increasing educator loyalty and providing incentives for parents to purchase Lysol products.
MDR has found that educators are on par with parents in terms of influencing teens, so this tactic gives you prime access to Generation Z. Brands can also target Gen Z by working with influencers on Instagram, which is a key social media platform for this generation. When brands collaborate with influencers who represent authenticity and communicate socially conscious messages that resonate with this group, it promotes effective engagement.
Of course, Millennials and Generation Z are hardly the only generations you should be thinking about.
Baby Boomers and Generation X represent important markets for influencer campaigns — particularly when you consider that people 55 and older are responsible for around 40 percent of consumer spending.
For these cohorts, focus on Facebook. Compared to other generations, Boomers are 19 percent more likely to share Facebook content, which will boost your influencers’ reach.
Boomers also are more text-oriented compared to people in younger generations, who prefer images. They like to research carefully before making a purchase. So focus on longer-form textual content like substantial blog posts. While you’re at it, try to select bloggers from a similar age bracket so your audience members can relate.
Influencer marketing can be a boon for your brand if you use strategies that have proven successful.
To do that, drop your lofty expectations, and be ready to work outside your typical marketing channels. Whether that’s by being present at the local level, promoting experiential engagement, expanding outside your vertical, or exploring new markets across generations, it can all make a big difference to your marketing efforts this year.
The post Influencer marketing tips: 3 ways to rethink your strategies appeared first on ClickZ.Reblogged 3 days ago from www.clickz.com
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It’s easy to say at this time of the year that we need to review and update our digital marketing strategies. It’s harder than we think though to get started.
That’s why we should apply the KonMari method to our digital marketing strategy.
Marie Kondo and her tidying techniques have been popular for years but she’s recently gained an even bigger audience through Netflix’s Tidying Up with Marie Kondo. All of a sudden, many of us got obsessed with the art of tidying up.
We’ve realized that tidying up can be easier if you follow a structure. It can even become therapeutic by showing your appreciation to your belongings while sorting out what you really need in your life.
Once you try to follow this method even in just one drawer, you want more of this in your life. And that’s why it’s time to apply her techniques to our digital marketing strategies.
The first step to tidying up is to get a visual overview of all your things. In this case, it’s time to write down everything that is part of your digital marketing strategy.
Don’t just focus on words such as ‘content marketing’ and ‘social media marketing’. Try to narrow it down as much as possible.
Start mapping out everything that you’re involving in your digital marketing strategy.
This should help you see a holistic view of your digital marketing strategy and how each tactic is shaping your strategy. It can also help you spot tactics that might be hurting your strategy.
The next step has to do with decluttering. Once you visualize all the elements of your strategy, it’s time to decide what you really need to keep.
According to Marie Kondo, you can start clothes, books, miscellaneous items until you go to the ‘hardest’ decisions over objects of sentimental value. In this case, you can start with the ‘easiest’ decisions based on your current results.
If your blog posts are an important part of your digital strategy, for example, then it’s an easy decision to keep them. The same might apply, for example, to your SEO strategy and the plans to focus more on search traffic. If you have already decided that you want to spend more time on it, then it means that there may be an opportunity that you want to explore.
Now it’s time to be honest with yourself. Is there a tactic that didn’t work well but you’re still insisting on keeping it in your strategy? Is there something that you’re always planning to try out but you never do?
Also, is there a strategy that you keep investing money but you don’t get the desired ROI? For example, you might be active on Facebook, but there’s no real ROI for more than 6 months. You keep creating more ads to boost your reach and your traffic, but the results are still not where you’d like them to be. You know that “Facebook Ads can be effective” and that “you need to pay to play” but is it time to shift your priorities?
This is the hardest stage when you need to chat with your team about the priorities and which tactics you really need to focus on.
It might be hard to set some of these aside, but it’s always better to focus on what’s best for your business. Beware, you don’t need to change everything in one day. The idea is to be honest with yourself about what you need to keep.
The “KonMari” method is about changing your mindset to keep what ‘sparks joy’ in your life.
When it comes to marketing, we could say that the tip to “keep what brings you joy” could turn into “keep what makes your work easier”.
If search marketing is bringing you closer to your goals, then you should keep it. If Facebook marketing is only taking a big part of your budget without seeing the desired results, then maybe it’s time to set it aside. No, you don’t need to just set aside different tactics before testing them in different variations. But if you don’t have the time or the money to keep them going, then you can just change your focus on more successful tactics.
What we can learn from the “KonMari” method is that the more we’re getting rid of tactics that are not working, the easier it will be to “tidy up” our strategy.
All we want is to make sure that we’re maintaining a successful digital marketing strategy.
Bring on the “pile” of tactics!
The post How to “Marie Kondo” your digital marketing strategy appeared first on ClickZ.Reblogged 4 days ago from www.clickz.com