March 9, 2017 12:37 pm
Every day there’s a disruption to the process of retailing. Amazon is now the biggest retailer of fashion. Laast month, Berkshire Hathaway, the investment firm run by Warren Buffett, sold 90% of its holdings in Walmart because it believes the traditional approach of retailing is changing fast. What’s core to these changes? The consumers are spoilt for choice, deals, and convenience through delivery and easy exchange. The question remains, which marketing and advertising initiatives work best in light of these changes?
What’s staying very much the same is that retailers have to continue advertising to their prospective audiences. More digital players are retailing through e-commerce (e-tailing) and are attracting potential customers from where they spend a lot of their time: online.
Influencer marketing is the traditional approach to “word of mouth”, but in a 2017 setting. It is collaborating with a credible creator to produce content and share it with audiences by highlighting the retailer’s brand, campaign, or specific product. Awareness leads into a funnel of conversion, and ultimately, a sale. To help motivate your next marketing initiative, here are some of the important motivators behind the use of influencer marketing as a core strategy.
Influencers are your partners in user-generated content
Imagine having any number of creative agencies on tap, each owning access to a niche audience that you’re after, who can work with your brand to share relevant content? Creators understand the product or service in a way that’s important to their audience. They help brands make meaningful marketing material for their target market.
Influencers help build trust and credibility
If you’re a brand breaking into a new territory or a startup with a new product wanting to launch, your brand probably lacks credibility. The most promising way to make up for that is by leveraging the social credibility of a creator and making use of their reach to convey your message to a wide audience.
Celebrate your customers like celebrities
Not every brand can afford Justin Bieber as their brand advocate. Forbes recently covered the rise of the micro-influencer, the everyman with a social following of 10,000 people. Enabling them, and rewarding them, for being brand advocates can do wonders for sustained awareness online. Attracting their friends and people of similar interests to buy your product or service.
Create experiences for consumers
Associating the experience of the outdoors with your dog and buying a vehicle to enable that full experience is where you will need great storytellers to share their experience, and bridge the gap from the showroom floor to the smell of the forest. Creators provide a means to share the use cases of your product or service with their audiences and convert the consumers from the phase of consideration to action.
Research online purchase offline (“ROPO”)
More consumers will ask friends and family about their potential decision before making a purchase and run a search for reviews on the product or service. By sharing content through influencers, this becomes a readily available source of insight from respected peers in assisting with the purchase decision.
As a brand, if you were spending money on traditional advertising or display media, influencer marketing provides the same access to audience with the added benefits of credibility. Influencer marketing can also stimulate a feedback loop to learn about how the market receives and interacts with your product or service. The cream on top is the trust and credibility that tips a person considering your product, to actually buying it. Try your first campaign today.
Making use of great influencer marketing technology to leverage and report on your efforts also helps you win at your influencer marketing campaigns.
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August 10, 2016 10:55 am
Marketers, have you ever felt the content created for your influencer campaign could have a bit more spark? Influencers, have you ever had a great idea for a campaign, but you don’t have an avenue to pitch it to the brand?
Webfluential is shaking up the influencer marketing industry (again) with a whole new way for brands and influencers to collaborate.
Introducing Pitched, by Webfluential.
Now marketers can post a brief and have influencers who match your requirements pitch their most creative concepts for branded content to you. And influencers, here’s your chance to work with brands you’ve only dreamed of collaborating with, by presenting your inspired ideas directly to the decision-makers.
Here’s how it works:
- Marketers post a brief through the Webfluential platform
- This is sent to influencers* in the selected location and category – defined by the marketer
- The influencers who receive the brief can decide whether or not they’d like to pitch an idea, you have exactly one week to do so
- Marketers then receive a list with the ideas for the brief, and the details of the influencers who pitched them
- Marketers select the best idea, that they know will resonate best with their desired audience (these ideas remain intellectual property of the influencer if not selected)
- The marketer and selected influencer collaborate to bring the idea to life**
*Briefs are sent to influencers who match the tags and categories chosen by the marketer on the brief. **The decision with whom to collaborate is at the discretion of the marketer
This process goes a long way to ensuring that influencers with the best ideas for that particular brand and campaign are selected. The result: high-impact, top quality branded content that resonates – as it was created by an influencer who’s the perfect fit for that brand.
Similar to our Booked By Webfluential technology, #PitchedByWebfluential can be used by both influencers and marketers to ensure campaigns roll out smoothly and securely: from the actual briefing phase right down to the selection of the influencers with best conceptual ideas.
Collaboration made easy with Pitched by Webfluential
Please note that this new product is only available to marketers who have registered for a paid account on Webfluential, and influencers who are accredited by Webfluential.
Marketers: please log into your dashboard and upgrade your account and start posting briefs!
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May 26, 2016 8:53 am
What makes marketing amazing is that there is often a chance to learn a trick or two from situations that aren’t really related to marketing.
UFC Fighter Conor McGregor recently created one of these situations marketers can learn from when he used his social media profiles to prove why he does not need to do as many press conferences to market his fights. McGregor wants to spend more time training and less time doing press, so he cooked up a social media storm.
With just nine social media posts Conor McGregor reached far beyond MMA media. Some of his tweets were retweeted close to 90 000 times and he reached major news publications like The Guardian and The Daily Mail.
Reaching 20 million plus people in one week is no small feat, and by taking a closer look we can learn few things about marketing in the digital age from Conor McGregor.
1. You are not going to sell without marketing
No matter how good your product is, even if it is a fight between two of the best fighters the UFC have ever had in their roster, you will not sell anything without marketing. Even though the rematch between Conor McGregor and Nate Diaz is one of the most highly anticipated fights in the history of MMA, McGregor knows that the UFC needs marketing to sell tickets and Pay Per View buys.
McGregor also understands that if he is not going to do traditional marketing like press conferences he would have to prove that he can generate the same marketing effects via his social media channels. Something he not only set out to do, but did.
As this Snapshot Report by Webfluential shows with just nine social media posts McGregor reached over 20 million people worldwide. Hundreds of news articles were written about every new tweet or statement McGregor would release digitally. To such an extent that his social media posts completely overshadowed the UFC’s own 197 event that was happening in the same week.
Even if you have the best product, you will only sell it if you are smart about your marketing efforts.
A graph showing the trending searches in the week of UFC 197, Searches for Conor McGregor outweighed the UFC 197 event event with it’s massive press conference.
2. Know who you are marketing to
Yes, you might not even be a MMA fan, but you know of the UFC and you have likely heard about Conor McGregor. But those that follow him on Twitter and Instagram, those who like his Facebook Fan Page are the people who will buy the tickets to see him fight. Conor McGregor is perfect to promote his fights, because he speaks directly to the people who would want to see him fight.
Some might even buy the ticket because they want to see McGregor loose. McGregor is vocal, but so are the people that don’t like his “big mouth”. Regardless, all of these people fit directly into the UFC’s target market.
For the rest of us that don’t really want to see anyone fight, at least we see the buzz going on around Conor McGregor and the UFC. Are you marketing to people who want or need your product?
3. Your marketing message means nothing if it’s coming from the wrong person
UFC fans don’t want big corporate marketers telling them how awesome a UFC fight is going to be. The fans want to hear it from the fighters themselves. Conor McGregor knows that he is the perfect marketing tool for not only the UFC but also his fans.
Conor McGregor made a perfect example of how powerful Influencer Marketing can be, by simply being the ultimate influencer for his fans. McGregor has been very vocal all the way to the top and he is good at gauging what his audience reacts to best. Influencers know how to speak to their audience, the key is to let them do it. If the UFC were to get involved in how Conor McGregor tweets, his influence would immediately drop. Nobody knows his audience like Conor McGregor does. Using influencers is a great way to share your marketing message, without having it sound like a marketing message.
4. Controversy is not always a bad thing
Conor McGregor hypes up his fights with his smart mouth and witty responses. Interlaced is a bunch of foul language and in your face behaviour that would scare most brands into hiding, he get every one talking, love him or hate him. McGregor is fully aware that this is what his fans want, and what keeps his haters talking.
Insert Conor McGregor Press conference video, ad language warning in heading above video
He has become the king of pre-fight controversy and he has also become the UFC’s biggest draw, making them millions. He can be salty and yes, it is not for everyone but it’s been a great marketing tool for Conor McGregor. Walking the controversy line can be scary, but if done correctly it can pay off in huge ways.
5. Out with the old and in with the new
Gone are the days of traditional press and media channels being where you should spend your marketing budget. Flying UFC fighters in from all around the world and hosting a massive press conference must cost the UFC millions, to reach millions.
With a couple of tweets, Instagram posts and a Facebook post Conor McGregor single handedly generated more hype and conversation for the UFC than any of their previous press conferences that cost millions.
It cost Conor McGregor nothing other than a bit of creative language and sharing of some images and videos to set the whole world alight. Maybe it’s time for the UFC to invest in more content creation like UFC Embedded, while using their roster of fighter’s social media followings to market their events to the masses.
Influencer Marketing is not new, but it’s paying off in big ways for brands that find the right influencers to work with. Don’t get stuck in a rut with your marketing efforts. What worked in the past might not work as well now, try new marketing tactics like Influencer Marketing as soon as possible.
Please note the views and opinions expressed in this article are those of the author and not those of Webfluential.
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