Marketing Podcasts have become popular since podcasting in general has become a huge trend. 21% of Americans listen to them because their on demand nature.
Denese is a lover of knowledge and puts her research skills and creative eye to good use with her infographics. When she’s not researching and designing visuals to present data, she spends time volunteering in her other passion–health education.
Influencer marketing is collaboration between a celebrity or an influential person (usually on social media) with a company to promote a service, product or campaign.
It used to be that celebrity endorsements (think of Michael Jordan with Nike) was the driving force that would influence an audience to buy products, but with this digital age, “influencers” can come from social media and blogs. These will be people with a large following with a niche audience.
This can be a powerful marketing tactic in your arsenal that provides the consumer with trust and value of your brand. A third party recommendation or ‘seal of approval’ can boost your company and offerings’ reputation.
The partner you work with will not only bring with them their own network of followers, but their follower’s network as well. You have automatically increased your social media presence and traffic to your site through this connection.
Even though there are many options to block out the marketing noise that people can hear through commercials with on-demand, streaming and settings to block certain items seen on your feed – the internet has become the avenue where everyone is corralled and influencer marketing provides an extreme opportunity to align with an influencer who will best support your brand’s vision and goals.
You must make sure that you assess your brand’s campaign goals and the influencer’s content before making any partnerships. Other items to consider are:
You want the influencer to build trust and have their following value the opinions they present. Without this, there will be no conversion for your brand.
This will solely be based upon your agreed upon terms with the influencer, but be prepared to release some creative control. They have built their entire following upon a specific passion, service or product. Collaborate with them on what they feel best will resonate with their following, but also adheres to your brand standards.
Legally, they must follow rules from the Federal Trade Commission, specifically under disclosure. This should be built in to your agreement.
Compensation will and should be part of your agreement as they are providing a service to your company to drive traffic and increase sales. All influencers will want different types of compensation pending the level of involvement and visibility of their following.
First, you must determine what the main goal is for partnering with an influencer – awareness, lead generation, social media presence lift, sales, etc.? Being as specific as possible when setting your goals will be valuable in reviewing results in the end to determine the ROI. Examples below:
We can apply the same items that are used to consider an influencer to measure the ROI (return on investment) that will optimize your success.
Sales: if you are looking to increase your sales of a service or product, an easy way to measure is to include a specific code or tracked URL to the influencer to include in their posts.
Lead Generation: was the content created inviting enough for the influencer to push out to allow for more subscribers or followers to further share the information?
Social Media: view the likes or subscribers to your page after an influencer campaign has ended. Make sure to record numbers before and after versus cost (compensation to the influencer plus any paid ads per social media platform).
Engagement: measuring the views, clicks, likes, shares and mentions will help analyze the success of the campaign versus cost (compensation to the influencer plus any paid ads per social media platform).
Reach: did the content that was crafted resonate and bring meaning with this niche group that the influencer is a part of?
Pending on the value that needs to be added to your brand, utilizing the influencer marketing tactic can be very beneficial and can come with a huge reward for minimal cost that the digital space leverages. Careful evaluation of the potential influencers and their network is a key component as you can reach a highly niche audience that is beneficial to your mass market product or service.
At Colleen Eakins Design, we can help strategize what design components will be needed in your campaign that the chosen influencer can utilize.
I received my Bachelors in Marketing and Certification in the Pastry Arts. I have managed a wide array of printed and digital marketing needs.
Here are 5 of our favorite picks for the best apps for editing video. Are you using video as a part of your digital content marketing strategy?
Denese is a lover of knowledge and puts her research skills and creative eye to good use with her infographics. When she’s not researching and designing visuals to present data, she spends time volunteering in her other passion–health education.
As technology and the way that people use it changes, marketing companies and small businesses must stay abreast of how they can adjust their strategies to remain competitive.
In 2018, one of the most significant shifts in the way people query for information is the broader adoption of voice search. Mobile devices and the introduction of voice assistant devices such as the Amazon Echo, Google Home, and Apple HomePod, can now perform searches just by asking a question. A helpful Alexa or Siri is always happy to respond with no keyboard required!
As you can imagine, this change in the way people search for information and data online has surprising and far-reaching implications as it relates to search engine optimization.
In 2015, 65% of smartphone users in the United States used a voice assistant. In 2013, only 30% reported using this feature on their phone.
In 2016, Google disclosed that 20% of searches originated from voice-based queries.
In 2017, 33 million voice-assistant devices were reportedly in use.
There’s little doubt that voice search is here to stay, so the big question is how this displacement of search queries affect search engine optimization.
Without users having to type keywords or search phrases into a search bar, it’s easy to see how everything changes for search engine optimizers. Here are a few factors to account for when optimizing for voice search queries.
One of the most significant differences when people use a voice assistant, versus performing a keyword search at their favorite search engine, is the way the query is phrased. When using a voice assistant, people are more likely to ask a direct question using everyday language and not a string of keyword phrases.
Whereas, when using a search engine, the query would include relevant keyword phrases.
For example, let’s say you want to find pizza delivery in your neighborhood. If you’re using your desktop computer, you might enter the query “pizza delivery” plus your zip code number and the search engine returns the best possible matches that offer pizza delivery services.
When asking a voice assistant, the chances are good that your question would be something like ‘which pizza place delivers to my house?’ To which the voice assistance would find possible matches for Italian restaurants and pizza joints that offer delivery services in the area.
Over the years of development, virtual assistants have come to understand complex queries and answer satisfactorily. For people who prefer to work handsfree, it’s a more convenient way to get answers to the questions they have.
When conducting a desktop-based search, it wasn’t uncommon for these queries to be without a lot of added context. The submitted keyword or keyword string was the only qualifier. Recent changes to major search engine algorithms have emphasized the meaning in which search terms are used when assigning ranking positions. Today, the best search engine results help answer the question of the searcher, based on the intent of their search query and serving matched results.
There is little doubt that contextual, local, and voice search should work together to connect with existing and potential new clients, regardless of the type of Internet-connected device they are using. By putting all of the pieces together in the right way, business owners and marketers can succeed in attaining their business objectives.
In 2013, nearly half of all searches conducted from a mobile device had local intent. When local purchasing intent and purpose is combined with voice assistant queries, the combination can be a powerful driver of foot traffic for businesses.
Think about it. Nearly everyone carries a smartphone with them at all times. No longer do people have to drive around hopelessly lost or unsure of where to find the next gas station. All they need to do is use their phone and/or its voice assist to get helpful directions to the nearest gas station or a major highway.
Simple keyword strings are being replaced with phrase-based queries often worded as simple questions, which are longer and more precisely formulated. Industry insiders refer to these query strings as ‘long tail keywords.’ They are the foundation for almost all SEO-related activity.
As users transition to using voice search for simple queries, the importance of long tail keywords is critical, as questions are asked in a more conversational tone. By understanding what your core keyword focus is, along with your local market, you can begin formulating a plan to be more relevant with voice assistant searches.
By fashioning relevant long tail keyword phrases into your content, in addition to providing helpful, user-friendly material, you are optimizing your website content for greater success. Ideally, the site should be friendly for visitors on browsers of all sizes, as well as compatible with search engine spiders and web crawlers that are responsible for indexing and ranking these pages.
I’m a Digital Marketer & Freelance Writer with a penchant for all things forward-thinking and positive. I’m a fan of abundance and progress.
Denese EakinsDenese is a lover of knowledge and puts her research skills and creative eye to good use with her infographics. When she’s not researching and designing visuals to present data, she spends time volunteering in her other passion–health education.
Denese is a lover of knowledge and puts her research skills and creative eye to good use with her infographics. When she’s not researching and designing visuals to present data, she spends time volunteering in her other passion–health education.
©2018, Colleen Eakins Design
©2018, Colleen Eakins Design
©2018, Colleen Eakins Design
©2018, Colleen Eakins Design