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

5 Ways to Spice Up Employee Appreciation

Most of us know by now how valuable it is to keep good employees. Knowledgeable, happy employees are valuable assets to a company, helping to reduce costs, maximize productivity (and revenue) and enhance your company’s brand or image.

There are a plethora of ways to thank valuable, hardworking employees. Following are 5 ways that you may not have thought about.

1. Bowl them over — A bowling outing can be a great way to boost morale and encourage bonding. Furthermore, many alleys also offer other perks, including a variety of food options to whet nearly any palate, arcade games, bocce, billiards, happy hours, karaoke, transportation to/from the event and variations to the standard bowling experience — black lights, special rules, etc.

cosmic bowling

A bowler enjoys the atmosphere of cosmic bowling.
Image courtesy of m4tik via Flickr

2. Cycle tours / special rides — A group bike tour or specialty ride can add some fun and memories to an otherwise typical day. These experiences can be turned into a team building event on their own or inject some serious fun into company picnics, appreciation days or a thank you for hitting key goals or metrics. Employees won’t forget getting out on the open road in an entirely different way anytime soon.

Rocket Ship Car

The Rocket Ship Car
“The Happiest Ride on Earth”

3.  A spa-like experience — Reward hardworking employees for pulling off a complex, last minute        project, crushing their quarterly goals or successfully making it through a crazy time of the year (i.e. tax deadline for accountants, a national convention). Various packages are available for many different budgets, and your staff will enjoy being pampered and waited on. From express massages to full service pedicures (yes, gentleman too), your relaxed employees will be grateful and energized.

4.  Casino night — Bring the thrill of Vegas to your staff! Employees will receive chips and move throughout the casino to play a variety of games. Friendly dealers will show less experienced players how the games work and bring an air of excitement to the festivities. Players redeem chips for raffle tickets and use these tickets to win prizes. Everyone has a chance to win, and best of all, there are no losers because no real gambling is involved. Hit the jackpot!

5.  A breath of fresh air — Nature has amazing restorative tendencies and employees will relish an opportunity to get out of the office. Thank your staff with a special trip to a zoo, an amazing retreat at a national park or a day trip on a scenic railroad. Attendees can unwind to a beautiful backdrop and rejuvenate for the next big project.

Hocking Hills Resevoir

Hocking Hills State Park is a great place to soak in the beauty of nature.

Remember, a fun experience can be had by all in a number of settings. Employees will appreciate your efforts to recognize their hard work and dedication and be inspired to continue to give their all to your organization.

What’s the most memorable employee recognition

experience you’ve had?

Enjoy your weekend,

Jaime