Tag Archives: influencer marketing

Using Micro-Influencers Is a Reasonable Path To Drive Sales

The rise of influencer marketing has been a boon for big brands with corresponding large budgets but it has left small businesses struggling to figure out the best way to utilize the tactic and accurately measure success.

A recent study showed that 38 percent of marketers are unable to tell whether influencer activity actually drove sales, and 86 percent are unsure how to effectively and fairly pay the influencers.

Read more after the jump…

Micro-Influencers and New Twitter Analytics

weekly-reads-header-5

Finding the right mix of prominent influencers and influencers you can afford is a marketing tightrope. Anyone who has an ongoing influencer relations effort in place is all-too-familiar with that balance, and this past week we’ve come across two great articles that discuss the advent of the “Micro-Influencer.” Twitter is also testing two new analytics features we’re excited to see come to fruition. And: Are you listening? Podcasts are coming back in a big way.

Micro-Influencers:

SmartBrief: How to Work with (or Become) a Micro-Influencer
It’s not necessarily a brand new idea, but the concept of “micro-influencers” – those who aren’t full-fledged influencers with hundreds of thousands of followers and require five-digit product mentions – is something that nearly every brand should consider. These individuals with followers ranging from 1,000 to 10,000 tend to be more authentic, more uniquely engaging, and drive interest in a real-world manner. Read more after the jump…

Does Your Marketing Mix Have Enough Ingredients?

weekly-reads-header-5

Too often in marketing organizations a small number of tactics receives a disproportionate amount of attention. Whether it’s one or two social media platforms, email, or sales engagement, a number of factors including internal pressures and associate skill levels can influence where time is spent. Stepping back to make sure all you’re evaluating all available marketing tactics and including the right ones will need to long-term success.

Email Marketing

MediaPost: Are They Kidding? Survey Shows Small Businesses Prefer Social Over Email
The author of this column oversells the value of email a bit but his point about it being an extremely important part of the marketing mix is 100% correct. As we mentioned above, each of these individual tactics can drive results for your business even with limited budget and bandwidth. Read more after the jump…

From Beta to Bots, Teens to Tricks – What’s Happening in Social Media This Week

weekly-reads-header-5

It’s hard to believe, but we’re only weeks away from the end of the first quarter of 2017! Now that we’re well on our way into the “New Year”, how are your social media plans going? Have you tried something new? If so, how are you measuring for success? We might be early in the year, but if you’re hoping to track trends now is the time to capture metrics from January and February before the details slip away from you. And if you need help, your friends at CenterTable are at the ready! In the meantime, we’ve pulled together some highlights in social media news this week. Read more after the jump…

Two Takeaways from Study on Consumer Buying Habits and Influencer Marketing

Consumer Buying Habits from Influencer Recommendations

Influencer marketing, especially working with bloggers, is one of the aspects I love most about the communications landscape today. At GFM we talk a lot about bloggers – from ones with huge national reach to the best bloggers closer to home here in Colorado – because we’ve seen firsthand, measurable impact from influencer campaigns. I find the good ones to be professional, creative, patient and extremely hardworking. I personally define “the good ones” less on their reach, though that is extremely important, but more so by how well they know their brand, audience and most importantly, stay true to those things rather than becoming a product review monger.

Impact of Influencer Marketing on Consumers

A few weeks ago a colleague shared a great article with me, “Influencer content accounts for almost 20% of consumer media consumption,” and I’ve come back to it numerous times. The statistics that caught my attention include:

  • More than 50% of the 1,000-people surveyed over the age of 16 made a purchase based on an influencer recommendation. This jumps to 69% when you narrow in on millennials
  • The average consumer now spends one hour and 12 minutes enjoying online
    influencer content
  • Consumers between 35 and 45 attached more importance to food influencers; 45 and older look at influencers most for health and travel recommendations

Keys to Effective Influencer Marketing

I take two primary learnings away from these findings:

  1. If your content creation strategy does not include working with influencers in your space, you’re likely missing huge opportunities.
  2. Smart marketers will make every last penny of an influencer marketing budget go the extra mile by repurposing content across multiple platforms and working with influencers to tag/target/talk to their built-in audience. No longer should a blogger outreach program live in a PR silo. Instead, gather all of the best communications’ minds around the table, including social media, digital advertising and SEO, to amplify influencer content well beyond one blog post or Instagram photo.

I share these two opinions with a big caveat. Influencer marketing only works when you work with the right people. Not every blogger is worth their sponsor/partner fee, not by a long shot. Further, once you have established and respected relationships with influencers, you shouldn’t feel nickel-and-dimed every time you share ideas or quick pieces of content with them—like a tweet about a charitable cause. The best relationships should turn into a give-and-take where you ultimately treat one another like resources—never taking advantage, while always being willing to support each other’s best interests.

The “rules” for influencer marketing are blurry at best. However, if you let the unknowns and initial setbacks (because you will have some) deter you from getting started, you’ll find it harder and harder to catch up in the long run.