With consumers becoming increasingly wary of ‘traditional’ advertising, social platforms and online conversation can now have substantial sway over how people spend their money.
This being the case, influencer marketing has become one of the most effective tools for marketers hoping to reach a large audience.
However, with the likes of Instagram now boasting over 1 billion monthly users, it’s hard to know which influencer is the right one.
When choosing an influencer, it can be difficult knowing where to start. But, it’s important to get this choice right.
After all, any influencer marketing campaign can only be effective if both the brand and influencer are on the same page.
Picking an influencer to work with doesn’t have to be a long, arduous process – simply being clear on your brand’s aims as well as what you want to achieve with the campaign can go a long way in helping you understand which influencer is the right one.
On that note, let’s take a look at some tips to help you choose the right influencer for your brand and your campaign.
Understand your aims
Launching and running an influencer campaign will be a lot easier if you’re clear from the start about what you hope to achieve.
Before you even begin searching the expanses of the internet for the perfect person (or people) to represent your brand, the first step is to come up with a comprehensive set of goals for the campaign.
Not only will this clarify which metrics should be focussed on when it comes to measuring the actual success of the campaign, but it will also simplify the process of choosing the best influencer for the job.
Starting out with clear objectives will make it easier to pick an influencer who can achieve these aims for you, and will also allow you to be more transparent with them.
Having pre-set goals in mind means you’re able to communicate your expectations to any prospective influencers at the selection stage, giving both parties an early indication as to whether the partnership will be a successful one.
Likewise, it’s important to bear in mind some longer-term goals in terms of your brand and brand image.
You should have a sound understanding of what your brand is by the time you’re ready to launch an influencer campaign, but you should also have an idea about what you want it to be in the future, and how any influencer might help you achieve this.
Compile a good short-list of options
Once you have outlined the objectives of the campaign, it’s the right time to start looking for a short-list of influencers that you can narrow down based on your requirements.
It can be daunting knowing where to find the right people, but a good influencer marketing agency will provide suggestions about potential influencers and advise on a marketing strategy to ensure you target the right people on the right platform.
A natural starting point is understanding which type of influencer will be the best fit for your brand, and then going on from there.
There are 3 main types of influencer:
- Micro-influencers – a person who produces niche content and tends to have a smaller following, but a highly engaged and devoted audience
- Maco-influencers have a larger fan-base and are regarded as experts or trendsetters in their particular industry
- Celebrity influencers – big names who have the largest, most diverse audience and will have content on a broader range of interests (but often come with a substantial fee!)
Your brands’ aims (and your budget) will dictate which type of influencer group you should target. The important thing to remember, however, is to make sure their content and audience match your brand and whatever it is you’re hoping to market.
Look at their portfolio of work
Having a familiarity with an influencer’s previous work allows you insights into their content and personality in order to see if working with them will be a good match.
Look at their portfolio of work and see who they’ve worked with previously – and, indeed, how successful the campaign turned out in the end.
This way, you can gather if they’re likely to agree to a brand partnership in the first place as well as whether they would agree to work with a brand similar to yours.
Working with an influencer who has the skills and knowledge to achieve your aims means nothing if their content isn’t a fit for your brand and they don’t share like-minded values.
Remember, any association you make with an influencer will reflect back on you and your brand so you want to make sure it’s a good one.
Go after influencers who are well-respected within their particular community so they can bring a good level of credibility to the product or service you’re offering.
Likewise, when the time comes to working with your chosen influencer, remember to allow them some creative influence – after all, that’s why you brought them on board in the first place.
Audience and Metrics
When you’ve narrowed down a short-list of options, it’s a good idea to start monitoring their audience and taking a look at some important metrics. In terms of audience, ensure that their follower base is in line with your target demographic, whatever that may be, just so you can be sure any content you produced will be relevant.
Once this has been established, look into their activities. For example, look for how often they interact with their followers and see how responsive are they in return. This kind of information will give a good indication of the sort of relationship an influencer will have with a consumer-base.
The number of followers is a factor, but it’s not the only one. Also pay attention to how many likes and impressions the influencer has, as well as how engaged their audience seems to be.
Bear in mind it’s not always about having a large fan-base – micro-influencers actually tend to have a more engaged following, often leading to more effective campaigns.
5 Steps to Conquering Your Fear of Making YouTube Videos
It’s a scary thought, right? Putting yourself out there for the entire world to watch and judge can be downright frightening. In fact, fear is the number one reason people state for not doing YouTube videos.
Trust me, I can relate.
I was the shy kid in school that hated getting up in front of people. Even though I was pretty comfortable clowning around on camera with family and friends, I never thought I’d be putting myself on YouTube for a bunch of strangers to see.
It took me a year before I got up enough nerve to record my first video. But I quickly learned that the more videos I created, the easier it became.
So here are some tips to ease your fear of making YouTube videos…
Avoid Using a Script
You might think placing a script in front of you is going to ease your fears, but here’s the deal…
If you read from a piece of paper word for word, it might come across very robotic and unnatural. If you need notes, just create an outline with the high-level points and place it right below or alongside the camera.
You can glance at the topics and use those as talking points throughout the video.
Trust yourself. If you know your material, you won’t have any problem expanding on your main points.
Your Editor is Your Best Friend
I remember when I first started doing videos, I didn’t know much about editing. So I would keep recording takes until the videos were almost perfect.
For some videos, that would mean starting over 7 or 8 times. I was creating so much extra work for myself.
You don’t have to be perfect with your takes. Learn to use your editor so you can cut out the ummms, errrrs and awkward pauses.
No matter what software you use, there’s a YouTube tutorial out there with instructions for how to edit video.
Do a Test Run
Some people suggest rehearsing in the mirror. While that is certainly one way to practice, it’s better to rehearse in the actual setting you are going to use for your final take.
Record yourself a few times and watch it back. Jot down two or three things you want to improve upon and do another test run.
Keep doing them until you are more comfortable. I guarantee you’ll get better with every take.
You Don’t Have to Be Perfect
An editor is great for removing bigger mistakes that interrupt flow or reveal incorrect facts, but you don’t have to get rid of every flaw.
Small imperfections here and there make the video seem more natural. Remember, no one expects your video to be perfectly polished.
You can even have fun with your mistakes from time to time. Don’t take yourself too seriously. People will appreciate that, and it makes the presentation more enjoyable.
People often say to me, “I feel like you are sitting in my living room talking to me.”
Not only does being conversational make your audience feel at ease, but it will also help you relax as the presenter. Just pretend you are talking to a friend or family member.
Trying to be extra polished can actually make you more nervous and seem uptight. Relax and remember tip #4.
We Are Our Worst Critics
I remember helping a friend with her videos, and she pointed out all these things she hated about her presentation.
What’s funny is I didn’t notice a single one of them until she brought them to my attention. Then, of course, I couldn’t help but notice after that.
We all have things we’d like to change about ourselves, so the playing field is pretty even there. Also, most people won’t even notice or care about the things that bother you. At the end of the day, if you are giving them what they want, they’ll be happy.
Sure, you may encounter some nasty trolls who try to make your life miserable, but they have delete and block buttons for that. Plus, the YouTube commenting system is very anti-troll friendly.
Just remember, once you conquer that fear, the benefits of creating video outweigh the negatives by far. So go for it!
5 Foolproof Ways To Generate Leads Through Social Media
Social media marketing has become a pinnacle of all types of marketing campaigns.
Many businesses, big or small, use social media to consistently boost their brand’s visibility and awareness, propelling customer engagements.
It can be a powerful marketing tool for developing leads, a goldmine rather. However, the only problems, most businesses don’t leverage social media platforms optimally to generate new leads.
If you’re among those businesses, read on to know what you can do differently to get the results you desire.
5 foolproof strategies you can implement to generate more leads through social media
Select the right platform
Today, if your brand is not visible on your target audience’s timeline, you can be sure that your competitor is.
It is vital to have a powerful social media presence in today’s corporate stratosphere. However, it is also true that we see an increasing number of social media networks that people use. So, it is unwise to engage with your customers using multiple platforms.
Apart from the fact that you are going to be wasting time, you won’t be getting the leads you hoped for. So, the best thing to do here is using a social media scheduler to make the most out of your marketing strategies on popular social networks such as Facebook, Youtube, and Instagram.
You will need to narrow down all the viable options and focus on your efforts on social channels that can help get you the results you want. That also depends on the type of product or service you are offering.
Content will always be king
In the era of social media, there are plenty of people that think blogging has gone out of fashion – that it is no longer relevant. And because of the speed and simplicity of using social marketing tools, most have abandoned blogging and just focus on using social media ads to generate more leads.
This is unwise!
As per studies, it was identified that businesses that invest in blog content are able to make 67% more leads than the companies that don’t. Despite the demand and popularity of social networking platforms, it is hard to deny the increasing demand for quality content.
Diversity is what is going to help you generate leads. Sure, all the photos and videos that you post on your social media will help with social media engagement, but never stick to doing one thing.
Mix things up, throw in quality, yet relevant blog or two to spice up your engagement. You can establish yourself as an authority on the type of service or brand you are marketing. And once your fans and followers see you as the industry expert in your niche, you can be sure more leads will flock to you!
Market gated content
Gated content is an excellent way of gaining more leads. You can use gated content to request users to fill out short forms in return for content.
You may have come across gated content on social media every now and then, where you have to like the page or fill out a form to access the content or to avail of an offer.
According to research, it was discovered that 80% of business-to-business products are gated. However, this will only work if you are offering valuable content (such as webinars, case studies, or ebooks) in exchange.
Users must trust the source of the content; it should be valuable enough that they give you their email. But if you are a startup, then you aren’t visible to your target audience yet. So gated content is not going to work for you here. You are going to have first to develop a relationship with your prospects and gain their trust. Think of a blog!
Word of mouth campaign
In the digital stratosphere, customer referrals or word of mouth marketing has become a critical source of generating new leads. As a matter of fact, many people actively seek consistent and sure-shot recommendations from their friends and family.
They are of the view that if their friends recommend them a product or service they trust, it must be great. How often have your peers or friends recommended that you try a lunch menu from a restaurant you have not heard of?
Similarly, you must have also purchased a product just because a social influencer or a family member recommended it. And chances are you may have also shared your experience forward.
Consumers today are smart and savvy. They don’t easily get enticed by brand advertisements; what they look for are good and bad reviews or feedback left by other customers. That is what drives them to make their buying decision.
That is also why, as a business, you should always ask your customers to leave you honest feedback or review. Many would be happy to recommend your product or service to their group of friends or family. These are the people who are going to help you expand, gain momentum and popularity in a competitive market.
Invest in giveaways and contests
Another great way of developing leads is to post social media giveaways and contests frequently. Apart from helping you generate leads, this is also going to help increase your brand’s visibility, awareness, and overall engagement.
However, if you want this to work out the way you hope, you have to give your users what they want, something that appeals to them.
You may have come across multiple giveaways saying how you could win the new iPhone or iPad if you participate in a contest. This is an excellent idea, but remember, be sure to run a giveaway that is related to your business. The point is to attract new prospects, not new entrants.
Your ultimate goal is to generate leads and boost sales. That means you must offer a contest that focuses on your ideal audience.
Generating new leads is not rocket science; you need to know what works for you. These are amongst the top tips you can implement to expedite your sales and propel your company into the future.