The Benefits Of Paid Vs. Earned Influencer Marketing
As the digital marketing & SEO industry changes and evolves, so must the tools & techniques in our arsenal. Industry wide the focus on social media engagement as a means of identifying influencers has very much been across Twitter- both due to this being the most popular social channel to engage on and due to API restrictions. Your campaign will be more successful if you allow the influencer the creative freedom to produce content that they know their audience will love. In essence, you validate your positioning through the commanding presence of the influencer. According to a research study by Tomoson, 51 percent of marketers believe they get better customers from influencer marketing. Influencer marketing can be used to support your marketing strategy on multiple levels.
To work with socially active influencers you’ll need a good grasp of social media marketing techniques; to work with an influencer whose appeal is built on quality content, you’re likely to need content marketing techniques – specifically, you’ll want to develop content ideas in partnership with your influencer, or develop distribution campaigns around content they create for you.
If you’re like us when we first started many years ago, your eyes are wide like dinner plates in contemplating the multitude of benefits to influencer marketing, both tangible and intangible. It may seem obvious but Nicolas Chabot, Head of Europe at influencer identification tool Traackr told us it is one the areas often overlooked by brands. We’ll share our definition of influencer marketing, explain how it differs from other forms of marketing, and get you thinking about how you can make it can work for your brand by looking at the unique elements that compose influencer campaigns. Influencer marketing presents a glaring opportunity for brands to leverage the power of word-of-mouth at scale through personalities that consumers already follow and admire. The next stage of influence needs to be shareable and digestible on all platforms, says Timpone, who advocates devising a bespoke strategy based on selecting the right form of content and choosing influencers with a global view.
And you’ll need to pick more than one influencer because the HR space is highly fragmented (a benefits manager can go through their entire career without crossing paths with a recruiter). But the potential to make money on both sides of the view – from the transaction between advertisers and content creators over branded content as well as from ad views on that content – is too great for Google to simply ignore. Billing themselves as the first Free Store dedicated to creators,” the site is an automated marketplace that connects brands with vlog personalities.
No marketing method guarantees an increase in sales but by widening your customer reach and getting your business seen by many more people, there is a significant chance you’ll see boosted sales thanks to influencer marketing. You are not limited searching our network, NeoReach searches every influencer on the planet. Higher deal flow will lead to the development of a platform where a centralized marketplace can emerge. And when a trusted influencer vouches for you, they help you win over and earn the trust of their audience.
Marriott’s #itpaystobookdirect” campaign was one of many such influencer marketing campaigns that proved successful in educating travelers on the benefits of booking directly on versus third party sites. If you are a regular listener of the PNR: This Old Marketing podcast , you know that Robert Rose and I cover native advertising just about every week.
Clearly, the lack of consumer trust in brands is another market condition that will help drive the growth of influencer marketing into a core channel. Thinking a step beyond buyer personas and developing influencer personas is a valuable way for marketers to be sure they are reaching the right influencers. You can use this to refine your offering or tweak your content marketing strategy.
The FYI team has transitioned influencer marketing from a time-intensive chore into a technology-aided leading digital marketing tactic. If you are sending product samples and they arrives late, or with defects (stains, others) on them or in the wrong size, the influencer will have a bad first impression. In a time when consumers desperately want to trust businesses – but they just don’t – influencer marketing is one way to overcome this problem.
If you don’t have any of those things, then you need to romance your way into their field of view which is usually best done through social. If you communicate to your influencer that you are disorganised or don’t know what you are doing, they are unlikely to want to work with you again in the future. The infographic below highlights the results, showing where and why influencer campaigns were popular, some best practice to get you started or improve current projects and how technology is improving the way we execute campaigns. Fast-track your way to marketing success by carefully securing your first few influencers.
When we see blog posts lay out content marketing as a simple list of things to do, it’s no wonder a lot of executives thing it’s simply a case of plug and play, when the reality is the heart and soul of the company, yeah even the very DNA must play a part of shaping any content marketing strategy and be plugged into its nervous system.
Data about influencers and their networks can power smart marketing across your entire team. Rather, they go to the influencer and say, We love your stuff, your community is a good match for our audience. However, with Dan Dasilva methods inside Influencer Marketing Academy and thousands of product to chose from you can still grab a slice of that $452 billion pie if you follow what Dan’s teaching. Looking at a very specific marketing niche, for example, a recent survey from public relations firm MWWPR found that influencer marketing is the most effective way of marketing spirits to millennials, along with earned media. Is an excellent post I liked a lot, advertising and marketing are essential for any business!
The good news is if you’re passionate about your product or service, and you genuinely want the best results for your customers, then influencer marketing provides you with an ideal opportunity to speak to them on their terms. Regularly, I explain to business leaders that commitment to an integrated marketing approach, based on past insights and baseline KPIs is a commitment to a foundation of steady, sustainable growth. In case you need a little bit more convincing: according to a SocialChorus report from 2013, influencer marketing campaigns drive 16 times more engagement than paid or owned media. Additionally, social media and social network continues to expand on a daily basis. Crafting something unique – that boosts the reputation of both the brand and the influencer – is far different and requires a meaningful connection. Simply put, conventional marketing approaches don’t stand much of a chance against the benefits content marketing provides.
Needless to say, it is a perfect platform to meet all your influencer marketing needs. The more people mention your brand on social media, the more popular and relevant you will be on Google. By making popular content creators more accessible, Pinterest is paving the way for influencer marketing. Using a vocal influencer is like having someone besides you brag about your abilities or accomplishments. I’ve watched brands and agencies morph from skeptics, to inquisitive, to trying out every influencer company as if they are all new flavors of the month. As I explained in my guest post for Shopify Plus , the assumption that influencer marketing only works if a big name celebrity is involved is no longer the case. Perhaps one of the most critical influencer marketing tactic is to find and partner with the right social media influencers This approach extends beyond Snapchat, but is applicable and will directly impact the success of your campaign.
That’s why we decided to update our highly popular Influencer Marketing guide, and fill it with brand new tips, more powerful techniques, and the latest industry-leading advice that will help content marketers get more value from their influencer relationships – without getting overwhelmed by all the possible approaches and options.