Headliner: Influencer Marketing
For a brand to stand out from the crowd and above the noise you need to be followed and adored by a loyal audience. You need to be one of the cool kids.
There are influencers in every industry that have already established a level of trust with your potential customers.
Influencer marketing is working with those people to promote and build your brand. You build stronger relationships with the right people to grow and network your brand and increase conversions.
In a recent study marketers rated influencer marketing as their fastest growing and most cost-effective channel for acquiring higher quality customers, making $6.50 in revenue for every $1 spent.
Influence isn’t measured in shares and retweets. It’s about conversions. When someone drives conversions based on what they say, that person is an influencer.
Robert Cialdini describes two key principles of influence: Social Proof and Authority.
People want to do what they see others doing. Few are willing to take the risk of being the first to try something new or go against the crowd. People want to feel safe. We look to the experts to tell us what we want to know. To guide us through our toughest decisions.
Picture someone with a loyal audience of potential customers.
The best way to reach that audience is to leverage the trust they have in that influencer to promote your product and services. Let them help you instill trust with those you want to do business with.
Three keys to the right match are Audience, Reach and Influence.
If their community is not aligned with your target audience your efforts will fail. You need to target people with a wide reach to make your campaign cost effective, and whose audience acts on what they say.
They also need a voice that matches that of your brand. If they’re outspoken and snarky, and you’re a “boring” B2B business their audience may not be relevant. Just as a company that is fun and irreverent should avoid a dry, analytical voice.
When you partner with an influencer you broaden the expertise you bring to the table and in return you strengthen their authority by publicly giving them credit as an expert.
Great bloggers are flooded with pitches from marketers. You need to rise above the crowd if you want them to pay attention. Tailor your offers to what your influencers are doing online.
Any influencer will be wary of doing something to violate trust they’ve earned from their audience. When approaching a potential influencer, share your brand’s story. If you demonstrate the value your product provides to their audience they’ll want to be a part of your campaign.
Follow the active blogs in your industry. You should already know who the influencers are. Many bloggers provide media kits and guidelines of how they review and promote products.
Do your homework before reaching out to influencers!
To Read: Ultimate Guide To Content Marketing And Influencer Strategy [eBook]
To Listen To: Influencer Marketing: How to Work With Influential People [Podcast]
Content Marketing is not an easy gig. Your message is the foundation of generating leads and converting them into customers.
According to research by Content Marketing Institute, more than half of all B2B/B2C marketers planned to increase their content marketing budget in 2015.
Three effective forms of content are customer stories that showcase their success, not yours. Creating educational content around your brand and product build a loyal audience that keeps coming back for more. User generated content (UGC) lets your customers participate and inspire each other.
But content Marketing doesn’t have to break the bank.
Ask yourself what kinds of content you, or your employees, are good at creating? Then share it where your customers are consuming content. Do the bulk of the content creation yourself.
As you identify the areas that give you trouble you can use your limited budget hire content marketing freelancers to fill in those gaps.
With a stable of quality freelancers at your disposal you get the flexibility of having resources on an as-needed basis without the overhead of permanent staff.
A Landing page (sometimes called squeeze pages or sales pages) is an uncluttered, stand-alone web page aimed at a specific audience that includes something of value designed to get people to take action.
A landing page that converts is created with a specific audience or customer persona in mind. Landing page visitors aren’t going to hop around your website to get the information they want. You need to answer their question right away and give them a compelling reason to stay.
A narrow focus may increase your bounce rate, but in the case of landing pages this isn’t always a bad thing. Appealing to a specific customer persona means you’ll chase some visitors away.
A/B testing tests two or more versions of your website pages to compare the results. You simply split the traffic to see which one converts better. Test headlines, calls to action, layout, buttons and optimize for the best customer experience effects.
The easiest changes are usually the most effective!
Usually a landing page offers something of value in return for an email address. When visitors agree to give you their email address, you start building a base level of trust.
Unlike your social media following, an email list is an asset that you own.
85% of internet users use email as a form of communications vs. 62% on social media. Around half of all email opens now occur on a mobile device.
Once you’ve optimized your landing pages, and offered something of value, you can start building trust with your subscribers and bringing them into your community!