Under the Influence

Influencer marketing is a great way to build your online brand.

On average people spend about two hours day on social media so it’s no wonder more brands are using  influencer marketing to promote their products and services

Facts and figures … 

Last year (2017) saw influencer marketing really take off with around 86% of marketers incorporating it in to their marketing strategy.  Of these marketers 92% of them found it to be an effective marketing tool with reports of over 600% ROI being achieved. (amazing!).

So why does it work so well? Well when it comes to influencers approximately 88% of consumers say they trust their reviews of products and services as much as they would trust a recommendation from a friend. I personally feel this is because the accounts are so authentic and allow followers in to their day to day lives people feel like they know them really well even if they haven’t met.

Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer

Choosing the right influencer 

To get the best results you first need to consider your customer base, check all of your social channels to see which one are you getting the best engagement on. Then consider the main goals of your campaign e.g. customer acquisition, brand awareness or purchases

Once you have this key information you can start looking for an influencer.

As a rule of thumb its best to look at influencers that are popular on the platform that the majority of your customers use. This will help you get the best engagement and return on investment. 

To find the influencers that are best aligned to your brand you can use social listening tools (Sprout Social is a great one) see what relevant trending hashtags there are and who is contributing to them. Check out any social media communities that are relevant to your brand to see who are the most active members. If you have a B2B marketing strategy its a good idea to take a look at relevant industry publications and see who is regularly featured. 

Sometimes its good to work with smaller influencers 

Don’t forget it’s not just about the amount of followers (followers can be purchased)  content needs to be engaging and they need to be authentic and relate to your brand and in turn your customers.

In the past I have worked with influencers that have a smaller followship as their content was amazing and so well aligned with the customers. This campaign still saw incredible results (uplift in purchases by 20%) and also formed the basis of a great relationship with some influencers who have grown in popularity since.   

Its not just for B2C marketing … there is a huge amount of business influencers out there to. LinkedIn 

Working together 

When approaching an influencer remember that they get approached on a daily basis so keep your initial contact polite and brief but give enough detail about how you want to work with them. 

It’s worth bearing in mind that some social influences have a full-time job as well so give them a day or two to come back to you. 

Opportunities need to be beneficial to both parties. One of my tips would be to make sure that you either ask for a rate card or offer some form of remuneration in addition to freebies. Exposure doesn’t pay the bills and being asked to work for free is the bug bear of a lot of influencers.  

In terms of the projects you could look at an Instagram takeover at an event you are hosting, a blog review of your products or services or simply a few posts showcasing them wearing or using your products.

As the relationship grows you can work with the influencer to piece together more creative campaigns such as look books, videos or an IGTV broadcast.   

Always be clear about what content is paid / sponsored to your audience  

Need help with an influencer marketing campaign? Don’t hesitate to get in touch. 

Blog Post - Top Tips for Social Streaming

Top Tips for Social Streaming

Going live on social media is a major marketing trend.

Not only is it a cost effective way of trying video marketing for your business it can also help you build your brand personality further and strengthen customer / brand relationships.

Thinking of going live on social media? Here are my top tips for getting it right.

Lights …

First of all, think about what your goals are for this activity. Are you looking to widen your brand awareness, generate more leads or will there be a more specific call to action for your audience such as buying a certain product or service?

Then take a look at your social media channels, which one do you have the most interaction or followship on. If the majority of your audience interact with you on Twitter, doing a Facebook live isn’t going to work for you.

All platforms have post video analytics so you’ll be able to see how many unique viewers you had and how many people you reached. You can then use this information to tweak your plan for next time and optimise your next broadcast.

Select a good time. Look at your target audience, when will they be online and able to view and interact with your live broadcast? 

If you’re new to video marketing or videos in general, practice what you’re going to say so that you’re comfortable in front of the camera on the day.

Once you have an idea of what you want to achieve and when you are going to make your debut, start thinking about the topic you’re going to discuss. Live streams are a great way to demonstration new product, introduce new members your team or event give viewers a sneak peak of an event you are running. 

If you are going to demo a product it’s a good idea to have some pre-prepared questions or content you can discuss to avoid dead space at the start of the chat.

Make sure people know when the broadcast is happening. As well as promoting across all your social channels you could look to promote the broadcast in other ways to such as adding to an e-newsletter, having a pop-up on your website or even by adding a banner to your email signature.

Camera …

So you’ve got your goals, content and promotion all sorted the only thing left is to make sure they quality of broadcast is the best it can be.

  • Look at investing in a tripod (ebay have cheap ones if you don’t want to invest too much money) there is nothing worse than watching a wobbly live video 
  • Make sure the sound quality is good where you will be filming (e.g no noise from roads etc)
  • If you are doing a demo or a more scripted live make sure you are in a space where you won’t be interrupted. (mobiles on silent, nobody bursting in to the room / space where you are)
  • Make sure what you are filming is well lit so your viewers can clearly see what you are showing them. If you want to invest in some professional lighting ebay have some great options both new and pre-loved
  • Finally and perhaps one of the most important things … double check the wifi connection where you are going to film is good – you don’t want to lose connection half way through

Action!

Social media is all about interacting with your audience. Where possible so try and give people a shout out by name when they join or comment and try to answer as many questions as you can on air.

Try and get an assistant lined up to help you with this so you aren’t so focused on saying hello / answering questions that you don’t deliver your key messages.

Most importantly, HAVE FUN! Social is all about showcasing your brand personality and helping you and your business connect with your audience. Don’t be afraid to be yourself.

That’s a wrap?…

So what happens after you have ‘gone live’? Well the video content is also automatically turned in to a post. This enables your followers to view after the broadcast has finished.

Don’t forget you can re-share these posts again on your feed at anytime. You could use them for a ‘Throwback Thursday’ post or as part of a wider campaign. 

You can also save the content to your device to use again and again. There are lots of video creation apps out there at the moment (MagistoPromo & good old iMovie to name just a few)  so you could use some of the content and mix in a few fresh elements for other campaigns.

If you’d like help with your social media strategy please do not hesitate to contact me. I’d love to help you develop your online persona and promote your business further.