How To Find the Right Influencer For Your Brand

In our last post of 2017, guest blogger Tanya Sen shared Why Influencer Engagement is Important in Digital Marketing. Partnering with an influencer can boost your digital marketing efforts, but you need to put together a plan before diving into a relationship.

How To Find the Right Influencer For Your Brand by Clearly Conveyed Communications

A Partnership Made in Heaven… or Not

The success of your influencer marketing efforts will hinge on who you partner with. Is this individual or group a good fit for your brand? Will your audience — and theirs — believe the influencer uses your product or service? If not, you’re unlikely to see any real return on investment (ROI) from your efforts. The influencer’s posts or ads may draw high engagement due to his or her star power, but it won’t carry over to your brand.

Who Is An Influencer?

When you think of an influencer, you may think celebrity, but that’s not always the case. Especially in B2B marketing, it helps if your influencer has clout or expertise in your area or some type of tie-in. For example, uni-ball® partnered with legendary identity theft expert, Frank Abagnale, to promote the tamper-resistant ink in its pens. Abagnale’s story was told in Catch Me If You Can, and he now works with the FBI to help them catch identity theft criminals.

Micro-Influencers May Deliver A Big Win

When you’re looking for the right influencer to partner with, look closely at your loyal supporters or key personalities in your niche. This person may not have a massive following on social, but you’ve noticed he or she has an active audience interested in what you do — and this micro-influencer’s opinion on the subject. You may have found yourself a partner who can help drive your digital marketing efforts even though he or she has fewer than 10,000 followers and no celebrity status.

“Micro-influencers deliver 60% higher campaign engagement rates; moreover, those campaigns are 6.7 times more efficient per engagement than those with influencers with larger followings.” -Ismael El-Qudsi, MarketingProfs

Look For Star Power In-House

You may find the perfect influencer for your brand in-house. Do any of your employees have a special relationship with your audience? Whether through a memorable personality or exceptional service with a smile, one or more of your employees may be an ideal influencer. In addition, an employee advocacy program can help your employees become more comfortable sharing your content on social and promoting your brand.

“In an average company, only 3% of employees share company-related content, but they are responsible for driving a 30% increase in the content’s total likes, shares, and comments.” -Katie Levinson, LinkedIn

Integration Is Key

Wherever you find an ideal influencer, integration into your brand messaging is key. It’s not enough to pay someone — famous or not — to post about your products and services. The partnership needs to “fit” and feel right to both audiences. Launching a new product or refreshing your brand? Bring in an influencer early on and integrate him or her into your marketing plans. True integration brings authenticity and better results.

Summary

Influencer marketing can drive your digital marketing efforts — and sales — to new heights, but take the time to plan your strategy before jumping into a relationship. Don’t get wooed by a trendy celebrity or hot fad that doesn’t make sense for your brand. Do your research to find the right fit, whether it’s a micro-influencer, employee or thought leader in your field, and remember to integrate your influencer into your marketing efforts and overall brand message to increase your chances of success.

What celebrity/brand partnership works well? Is a bad fit?
Has a micro-influencer helped boost your sales or encouraged you to buy?
What employees influence your purchasing behavior at a company?
What brands do a great job of integrating influencers into their overall marketing efforts?

CCC’s Chief Influencer,
Jaime

https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine

3 Ways To Capitalize on Marketing Trends in 2018

It’s that time of year: everyone is publishing their thoughts on the next big things in marketing. We’ve been keeping an eye on a number of projected trends for 2018 and year-end reviews from 2017. Here’s our take on how your business can capitalize.

3 Ways to Capitalize on Marketing Trends in 2018

More Quality, Less Quantity  

(We’re hoping) 2018 is the year that content marketing gets real. Due to budget cuts and information overload, along with some aha moments, brands started to spend more time creating and curating valuable content last year instead of sticking to rigid, conveyor belt-like content calendars. The result? Their higher quality content performed better even though they produced less of it, often much less.

“In 2017, our team cut email volume in North America by 50% while increasing engagement by 28%. That’s wild.” -Jon Dick, Hubspot

We’ve all been there. You need to send an email out tomorrow morning, and you’re running behind due to producing so much content. So you throw something together to stay on schedule. Stop. What value does this marketing email deliver to your recipients? What should they take away from it? If you can’t answer those questions, neither can your audience. (p.s. We’re not telling you to throw away your content calendars; just have some flexibility and keep your ultimate goal in mind.)

Less time spent churning out content creates more time for testing, analyzing data and developing or fine-tuning your strategy, including distribution.

Remember the Basics (Even in Our Brave, New Digital World)

Yes, social media and digital marketing have changed the game, but marketing basics still apply. Always keep your big picture in mind. Why are you in business? What are you ultimately trying to accomplish? Every marketing action should support this goal. Keep it in mind as you review your marketing plan or recent efforts. If you’re frustrated by your results, take a fresh look at what you’re doing. Could you achieve more with less? Is your audience on another platform, or have their contact preferences changed? It may be time to take a closer look at your buyer personas (or create them in the first place).

This sentiment was the basis for an article we published last year, Understanding Social Media Etiquette with Real-World Scenarios. We understand that social media and the digital realm can seem confusing and overwhelming at times, but it helps to take a step back and consider your actions in the real world (i.e. offline).

Get Personal — With a Human Touch 

Technology has improved marketing’s capabilities by leaps and bounds, but we can’t forget to add a human touch. Automation, chat bots, facial recognition, big data and more have allowed us to personalize a customer’s experience more than ever, but there are drawbacks too.

“All the pieces are now in place: AI, individualized personalization, emotional targeting, predictive marketing, automated creative generation, cross-device identity, location tracking and facial recognition.

This can delight some consumers and freak out others. So, a key skill for the best digital marketers will be understanding when to back off.” -Barry Levine, MarTech

Remember to be human when interacting with your audience online (and remember to interact with your audience in the first place). People like to do business with people, not faceless brands or companies. This is an area where small businesses have an advantage, as they can easily put a face behind the business name.

Use automation where you can to be more efficient, but don’t automate a human touch out of your online marketing efforts. Data can point your marketing in the right direction, but it requires human analysis to get there. Personalizing a buyer’s journey is fantastic, but don’t get creepy. Where is that line? That’s where you — and your human insight — come in.

Summary

While it can be tempting to jump on every trend or new platform, take time to think about your situation. What works for others, including well-known personalities, may not work for you. Focus on producing quality content that provides value to your audience, even if takes you longer. Mix your high-quality content with valuable content you curate from other reputable sources (and give them credit). You may be amazed at what you can accomplish with less.

While you’re focusing on creating high-quality content, remember marketing basics. They still apply in today’s high-tech, digital world. Social media has taken over marketing strategies everywhere, but it’s still a form of communication. Don’t forget to get social with your audience instead of just broadcasting content.

While you’re getting social, you’re being human — and that will continue to be a major part of marketing in 2018 and beyond. Technology is fantastic, but don’t get carried away. Add a human touch wherever you can, especially when interacting with customers, prospective customers and community members.

Good luck with your marketing efforts in 2018! We love to see companies doing marketing well. Have a question or need help with your efforts? Comment below, or contact us so we can help you communicate with your target audience.

p.s. Wondering about influencer marketing? We published a guest post, Why Influencer Engagement is Important in Digital Marketing, last week, and we’ll be following it up with a closer look at influencer marketing in 2018 next week.

A marketing (and espresso) aficionado,
Jaime

Let’s get social!
https://www.facebook.com/ClearlyConveyedCommunications/ LinkedIn_2013_30x30 Pinterest_2013_30x30 Twitter_2013_30x30 https://instagram.com/jaimeshine