August 30, 2017 9:26 am
As commerce moves online and out of bricks and mortar stores, the storytellers that steer web traffic between the digital watering holes are poised to benefit immensely. The principle of a brand ambassador selling the lifestyle benefits of a particular brand, and people sharing that product experience with their friends and family is not new. Now, it’s just captured in the format of a digital key opinion leader (KOL) acting as a brand ambassador, with digital influencers sharing the product experience with their audience online.
Given the scale of audiences, brands, and the limited number of influencers who authentically engage online every day, those that play their strategies right, stand to become the businesspeople of the next decade. At Webfluential, our business model is built on the basis of helping people market and monetise their digital publishing platforms, and add value to their audiences as well as brands.
We work with creators and brands each day, so we want to share some of the insights we’ve learned through these experiences that will benefit influencers in their quest to make a career from their passions of creative content. In a three part content piece, we’ll share:
- The principles to live by and succeed as a digital entrepreneur
- The software that makes being an entrepreneur easy
- A list of additional resources and content that could come in handy
It’s by no means exhaustive, but a starting point of things to consider. If you’ve grown a trusting and engaged audience, have a track record of content and now want to include brands and their messages in the conversion, these are some key guidelines to position you for success.
- Remain truthful
Remain true to your content and your audience. Your unique creativity is how you developed your audience. Make sure your branded content is relevant to your audience, even though this might mean turning away certain brands. Growing and sustaining your audience is the only sustainable way to grow as a brand collaborator.
- Sell value, not reach
We’ve seen so many influencers pitch their reach to brands, only to be shown the door. With the thousand pound gorillas of Facebook and Google in the room, reach is not an issue for brands, it’s the way that content has been created to extend the brand message to the right audience.
- Showcase your track record
For most marketers, there’s work to be done vetting a long list of potential KOLs into a shortlist of content that they can share with their brand. By making a showcase page or media kit easily available through links in your bio, you increase your chances of getting onto that shortlist.
- Share in the risk
Being precious about limiting what you’ll do in exchange for a product, fee, or combination of the two will scare off brands. Often, brands are “dating” a number of influencers to ultimately find and grow their long term ambassadors. Just by going the extra mile on content, engagement and additional posts will differentiate you from the crowd.
- Put lines in the water
Given the rapid growth in the industry, there are a number of influencer platforms that offer accessibility to brands and marketers. Create profiles on a number of these. Our favourites are Famebit, Tapinfluence, and ourselves, of course.
Pitching a proposal to email@example.com might help you sleep easier at night, but it’s not going to earn you that next cheque. Networking digitally and IRL with the brand strategists, buyers and other influencers. Often, the marketing or brand decision maker is a person who loves creative content as much as you do, if they don’t already follow you.
David Ogilvy had twenty tips to win clients. Given that you’ve started in the same place as he did, with a single idea to inspire audiences, you might find these tactics applicable to your efforts, too.
Let us know what tips you have that have found to be handy in the career of digital creator. Next time, we’ll share insights on our favourite software that will help you run your business as a digital entrepreneur.
Share this article
October 21, 2015 11:46 am
Have you ever Googled your blog’s name? Your brand. It’s important to know what results are returned when people Google your brand. The more info people can get about you by just searching your brand, the better.
There are typically 10 search results on the first page of a Google search, and every single one of those 10 results should point directly to an online property that you manage. Brands, marketers, potential new readers or followers will likely Google your brand at some point. Brands and marketers will Google your brand if they are considering including you in an Influencer Marketing campaign.
How do you dominate the page one of Google with your brand?
It’s not as hard as you think. Most influencers already own multiple branded properties online. A blog, a Facebook page, a Twitter account, Instagram account and YouTube channel etc.
All these properties can potentially appear on the first page of search results when your brand is searched. You just have to make sure that Google (and other search engines) understand that your brand owns all those properties.
You have to tell Google where you can be found
Most of these social media profiles have a field where you can link to your website. That is the first and most important step to helping search engines understand that the social media account is part of your brand.
Google now has direct access to Twitter’s data stream. Google can only crawl certain parts of public Facebook pages, and the same applies for Instagram.
For this very reason it’s important that you use the one property that you completely own (your blog) to help Google understand your whole brand and where you can be found online.
Link to your social accounts from your website
You control how much of your website Google (and other search engines) can crawl. You control where you are linking to, and from where on your site.
You control how Google interprets your brand.
You should already be linking to all of your social media profiles for your brand from your website, so that your readers can easily find those profiles.
Your “About” page on your Website is there to give your users all they need to know about you. From here you can easily link to all your social media profiles, not only for your readers, but also to help Google understand that your brand extends to those social media profiles.
But it doesn’t have to stop at your “About” page. You can also use your “Contact” page as an opportunity to help Google understand where you can be reached. Because some of your audience will prefer Twitter as a channel for communication, it would also make sense to inform your audience of all the social channels they can use to contact you.
A Webfluential profile page is a gold mine of info for Google and your audience
Your Webfluential profile page gives a lot of information about your brand and your audience. Things like your audience demographics, links to all your brand social media profiles and also a link to your Website. Google loves pages like a Webfuential profile that provide a lot of information about a search.
By simply linking to your Webfluential Profile page from your website, you will be giving Google a great resource to return relevant information for your brand. So make sure you also link to your Webfluential profile from your “About” page, your “Contact” page and even your “Advertise” page if you have one.
It’s not just about the search results
You are doing a good job with your brand. You have an audience and that audience is still growing. You create cool content for your audience. Now brands and marketers want to start working with you so that they get access to your audience.
The first thing a marketer is going to to do before reaching out to you is Google your brand.
When your brand is searched it’s a sign of a strong brand if you dominate the first page of the Google results by not only showing your blog, but also all your social media profiles and your Webfluential profile.
Share this article
September 16, 2015 9:59 am
Have you ever browsed the web and felt that whatever website you visit; you see ads from the online store you visited the day before? Whether you are catching up on news on CNN or browsing Facebook pics of a friend’s holiday, ads keep popping up (like magic) with the shoes you decided were not essential. However, this is not the act of your Fairy Godmother waving her wand to ensure you have this seasons latest kicks, but it is rather part of a strategic remarketing campaign.
One of the most crucial questions for any business is “How do I attract more customers?” The corner store wants to increase foot traffic, a steakhouse wants more reservations and the online shoe shop wants to have less abandoned shopping carts. However, in the over-competitive online world, discovering a website may be easy, but leaving it is as simple as clicking a button. The more important business question in this case is “How do I get them to come back?”
Remarketing is used to reach past website visitors or app users. It is a smart way to reach out to people who may not have made an immediate purchase or taken up your call to action on first visit. It gives you the opportunity to reconnect with potential customers by positioning targeted ads in front them when they are browsing elsewhere on the web.
Put simply, one uses marketing to bring a visitor to your website, and when they do not make a purchase, you then use remarketing tactics to bring them back to your website and convert them into paying customers. Remarketing is a great tool to add to your Influencer Marketing campaign. Lets find out why.
Using dynamic remarketing to customise ads
Dynamic remarketing takes things a step further by including products or services that people viewed on your website within the ads. This delivers a customised and more relevant ad to the potential customer. They are more likely to take note of the ad as they recognise the product displayed from their previous browsing or abandoned shopping carts. This connection makes them more likely to buy. Linking back to the shoe example, this would be viewing ads for the green Nike trainers you left abandoned in your shopping cart, whilst browsing other websites.
How does remarketing work?
Remarketing ads can be delivered to a defined audience in both text and image display formats. The ads are managed by Google AdWords and are displayed on web pages visited by your target audience that accept Google advertising placements.
The technology behind remarketing works by placing *cookies that are stored on the visitor’s computer when browsing. Their cookie ID is added to your remarketing list to serve relevant and customised ads.
How successful is remarketing?
The central principle of remarketing is to retain the attention of people that have already expressed an interest in your business. Therefore, for remarketing to be successful you need to ensure that your ad is highly relevant to what your visitors are looking for and that there is some enticement for them to return to your website. For example, perhaps I decide to buy the green Nike trainers as the remarketing ads show me a 10% discount code or offer me a gift certificate on my first purchase.
When used correctly, remarketing is a powerful tool for repeat website traffic, sales conversions or creating brand awareness. This is why remarketing is sometimes referred to as ‘conversion marketing’ and is a great tool for driving return on investment (ROI).
A Google case study, of Loews Hotel Group, showcases how they shifted 70 percent of their offline ad spend to online last year. The hotel group started using remarketing and the overall results were very favourable. Revenue increased 10 percent, bookings went up 9 percent and unique site visitors increased by 5 percent. However, the most impressive number was the $60,000 in sales that the $800 remarketing campaign produced.
Remarketing is believed to be the ultimate tool to address the problem of abandoned shopping carts and increase sales conversions. A study showcased on Selligent found that the return rate of customers that abandon shopping carts without remarketing is 8 percent, but with remarketing the return rate increases to 26 percent.
In an era where our time is continually diverted to something new and we are bombarded with messaging, it is important to remain relevant and at the forefront of a potential customer’s mind. Remarketing allows marketers to strategically target people that have already expressed interest in their business and remind them to purchase the green Nike sneakers they abandoned in their shopping cart. With a little added enticement from a remarketing campaign, 26 percent of those customers will return to purchase the shoes.
*A cookie is a small bit of code that helps a web browser store data about websites.
Share this article