3 Massive Mistakes Influencers Make


By: Courtney Moser

You know those little mistakes we all make that go largely unnoticed? A typo here, a quick after-post edit there? That’s not what this is about. The mistakes we’re talking about today go far beyond any minimal “oops” moment – and right into professionally unspeakable territory.

We’re not trying to scare you, but these mistakes could cost an influencer a campaign, their audience or even a partnership with a brand. How so? Keep reading to learn what to avoid as an influencer in the marketing industry.

1. Not paying attention to Google updates

If you’ve worked on campaigns as an influencer, you probably already have at least a basic knowledge of search engine optimization (SEO). The tricky part about thinking you know SEO? It’s always changing!

SEO is highly dependent on Google algorithm updates, which occur regularly. You have to pay attention to industry news, set an alert for “Google algorithm updates,” or make sure you have a tech publication in your reader. Once an update occurs, it’s important to determine whether it impacts your blog or strategy – and then make the needed changes immediately.

In theory, Google updates their algorithm often so that they can provide users with a better search experience—higher quality content, more relevant content, and less spam. However, these updates aren’t foolproof, and it’s possible that you’re doing something unintentionally on your blog that Google is filtering for. You have to stay in the know, because if your blog includes some sort of link or tactic that Google has deemed negative, your traffic could plummet.

2. Not paying attention to the social media campaign instructions

If your site is performing well and you’re partnering with brands, you’re probably feeling pretty confident about your influencer status. But to keep growing and succeeding, you have to make sure your new confidence doesn’t result in carelessness.

Let’s look at this scenario, for example: A campaign offer comes in. Since you’ve done this a million times, you quickly scan over the instructions, skim the blog prompt and grab the hashtag. You’ll have this done in no time.

Flash forward two weeks and you’re suddenly receiving not-so-positive feedback your brand. What gives? As it turns out, those instructions you barely skimmed were important.

Is this really a big mistake? Yes. Brands trust you to follow instructions and act professionally so that they can accurately track the performance of the campaign. We’ve seen bloggers forget everything from a special link, no-follow tags and specific content instructions to announcing an event or meeting a certain deadline. These mishaps can burn bridges. Brands depend on campaign performance, and if they don’t feel like you did your job, they’ll move on to someone who will.

3. Writing low-quality content

This one seems obvious, but we see it every day. Bloggers are creating content constantly – some even juggling several brands and requirements. It can get hectic, and it’s tempting to rush assignments to try to fit more in. Bad choice: Quality always overrules quantity.

“We want the story to be great and the whole reason we work with influencers is to accelerate the sharing of the story,” Karin Timpone, global marketing officer at Marriott International, said of their focus on content excellence.

As a blogger, you’re typically both the content creator and publisher. It’s clear to everyone involved if your post is just thrown together—the brand, your fans and the communities you’re working with. A poor-quality post could mean you never work with that brand again. But even worse? You could lose the trust of your fans and connections. After a few rushed or low-quality posts, you may see your readership start to dwindle.

It’s critical to treat each campaign with respect, think about what the prompt really means to you, and write a high-quality post. Success in influencer marketing is as simple (and complex) as that.

If you need help, we hope you’ll check out what Find Your Influence (FYI) has to offer. FYI helps influencers of all levels connect with brands and manage their campaigns more efficiently. Get the details here.

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What is a Social Media Superstar?


By: Courtney Moser

Lights, camera, action? More like post, share, go viral (am I right, influencers?).

With 1.6 billion people on Facebook, 400 million on Instagram and 320 million on Twitter, it’s clear that the world of social media is a cluttered one. The digital revolution has given many people a platform and voice, but between all of the posts and noise, it can be hard to stand out. Unless you’re a social media superstar, that is.

A social media superstar is someone who is famous because of their social channels, as opposed to someone who is already famous for something else and has social channels. Did you get that? The superstars’ fame is social-media made.

“Now more than ever, fame is accessible, and it creates a different breed of famous person. You can release a funny photo… You can create a social media account for your adorable pet, or post inspiring or funny videos about your life. You can change the world, if only for twenty-two seconds,” writer Sarah Klegman said of the changing fame landscape.

Social media superstars have not only used technology to their advantage, they’ve discovered an alternative path to fame and earned digital influence. Typically, they have a total reach of more than one million. There’s a wealth of interesting stories of social media superstars, across many different networks such as YouTube, Vine, Instagram, and more. Even if a superstar is famous because of, or known specifically for a certain network, they still have a presence on the rest of them for cross-promotion and increased reach – a great takeaway for all marketers. This Social Media Today article on YouTube celebrities, for instance, said: “No single successful YouTuber is to be found without any of the big three: Facebook, Twitter, and Instagram.”

What are these superstars doing right? First and foremost, they have a definite target audience. They have a following that connects with them – whether niche or more broad – and it isn’t one sided. Engagement is the next critical aspect to social media stardom. Consistent posting, cross-promotion and responsiveness are all important for high levels of engagement. After all, if you have a loyal follower who constantly comments on your videos or asks questions about your photos with zero acknowledgement or feedback, won’t they eventually just stop trying? Social media is all about connecting and sharing, and superstars only rise up with the help of others.

What else sets social media superstars apart? Have you worked with any superstars in influencer marketing campaigns? Share your insight with us in the comments!

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6 Factors to Consider When Choosing an Influencer


By: Courtney Moser

Ten thousand and one, ten thousand and two… oh, never mind. We’re not even going to pretend that we know how many bloggers and social media users are online today. The total number is overwhelming and constantly increasing! With so many influencers out there, how do you know who to choose for a campaign? The truth is, there are a billion factors you could consider when choosing influencers to work with. A few key metrics will certainly make the search easier, but it’s also important to consider the big picture and ask: “Does this influencer make sense for my brand?”

When evaluating influencers, here are the six most important factors to consider, from the bottom up.

6. Traffic

The most straightforward metric to rely on is blog traffic. If an influencer has a lot of daily visitors, then you can pretty much guarantee a certain amount of impressions. This is a great starting point and a metric that should always be considered, but it’s not the only thing you should look at. Plus, have you learned anything from banner ads? Impressions don’t necessarily mean high engagement or lead to conversions. There are a lot of other factors that comprise the big picture.

5. Social networks

One of the main reasons you shouldn’t depend solely on blog traffic is that influencers span many networks. It’s possible for an influencer to have a low or mediocre blog following, but have a huge social media reach on certain platforms. And social media can lead to high conversion rates. An influencer with an impressive social fan base could easily be more influential than an influencer with high blog traffic – it just depends on where your audience is and which platforms align with your goals.

4. Total Reach

The best of both worlds is total reach. To get this metric, you start by figuring out your influencers’ blog traffic or blog subscribers. Then, you add the social platforms they have a presence on – either combining total fans or getting more detailed insight from the influencers. Finally, calculate total reach and compare to other influencers. Prepare to be surprised: it’s possible for an influencer with an average following on many platforms to have a higher reach than an influencer with one stellar platform.

When you’re looking at total reach and traffic numbers, it’s vital to keep it all in perspective. Numbers don’t mean everything, and “celebrity” influencers aren’t always the way to go. It has to make sense for your brand to be real. As wisely said in this article, “Inauthenticity kills trust.”

3. Engagement

As we said above, it’s not all about numbers (gasp!). An influencer can have a high reach but also a high bounce rate. If your campaign goals are more focused on engagement – if you’re measuring new subscriber comments or promoting an interactive contest – then this metric might be more important to you than reach.

To determine engagement, start with the influencer’s blog. Are people commenting? Does the influencer have email subscribers? These are all questions to ask if you’re considering working with an influencer. Then, move on to the social platforms. Are people commenting, liking, retweeting and sharing? Ask influencers for their engagement metrics to better understand their impact.

2.  Fan demographics

Influencer marketing helps brands reach new consumers – and more importantly, targeted consumers. For the best results, you want to find influencers with a fan base who would love your brand. So, start with your own demographic data — what age groups, location and marital status make up your biggest customer segments? Next, find influencers who have an audience that falls in those specific targets.

If you’re a local brand, be sure to find influencers who have an active voice in your city or state. If your customers are often married with children, parenting bloggers might be a great fit. There are many ways to go about this, depending on how much you know about your segments and demographic data.

1. Content

The most critical thing to consider when choosing influencers is whether or not the influencer’s content, interests and voice match the quality and goals of your brand. Content is king, always. An influencer with a high reach in an unrelated industry is much less effective than a small influencer with a passionate fan base in your industry. Make sure to choose relevant influencers who are developing high-quality content.

This advice from Forbes best illustrates the sum of all six factors: “Just because a person has an impressive number of followers, doesn’t mean they actually wield any real persuasive power. Take time to do a deep dive into the analytics to understand the influencer’s audience. Who are they? Are they engaged? How often? How does the influencer interact with her followers? What do they talk about? Is the relationship genuine? Would your brand make sense in their life?”

And remember: Before you launch a campaign, it’s important to outline specific campaign goals. With the right goals, metrics and content concepts in place, it will be a lot easier to choose influencers based on your campaign needs.

Of course, if you need help finding influencers, we’re available here at Find Your Influence.

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What Your Company Gets Out Of Influencer Marketing

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By: Courtney Moser

It’s no surprise that influencer marketing is continuing to gain traction in the digital world. By now, you’ve likely read the articles and seen the success stories. Everyone seems to claim that influencer marketing can increase reach and drive sales. But how will it impact you? And how can you be sure it’s worth the hype?

There is plenty of proof and research illustrating how and why influencer marketing works. When you get to the core of it, it’s not even a new concept: brand ambassadors or advocates are tried and true in marketing. The new face of influencer marketing just streamlines strategic solutions and improves the potential impact.

But these updates don’t necessarily equate to simplicity. As with anything that’s worth the work, you have to set goals, measure KPIs, build influencer relationships and prioritize authenticity. A high-quality content strategy will always be vital in order to stand out and achieve success with influencer marketing. As said in Forbes, “Influence isn’t just having a lot of followers. It’s also driven by expertise and credibility on subject matter and the relationship between the influencer and his or her followers.”

At Find Your Influence (FYI), we’ve seen the success stories firsthand. We have the experience to simplify the complex and can help you get the most of influencer marketing. This is what you need to know:

“On average, marketers who implemented an influencer marketing program in 2014 received $6.85 in earned media value for every $1.00 of paid media.” The 2014 Influencer Marketing Benchmark report by Burst Media found that companies really are seeing results—and ROI dollar signs.

42% of consumers look to blogs for information about potential purchases while 52% say blogs have impacted their purchase decisions. You can’t argue with this statistic: sales are sales. If potential customers are looking for information about your industry or products on blogs, don’t you want to make sure they find you?

92% of consumers trust their friends and family more than ads, and they’re more likely to make purchases based on recommendations than billboards. You might be thinking “duh,” but it’s important to connect the professional dots here: this is why your ads aren’t working.

86% of marketers assess that marketing has changed more in the last 5 years than in the 50 years preceding, according to traacker.com. If you don’t evolve with the times, you’re going to be left behind (and see your ROI for traditional ads drop lower and lower)

Influencer marketing campaigns work with any budget. You can go big and pay for celebrity influencers or launch an interactive campaign with lots of perks and engagement. Or, you can go small and invest in a just few influencers who will still make a big impact.

Everything influencer marketing is at your fingertips at whatever price your company has budgeted for the initiative. Learn more about how influencer marketing can help your business here.

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Twitter Parties: What Are They and Why Should You Care?


By: Courtney Moser

Let’s address the digital elephant in the room before we begin here. Twitter parties aren’t actually “parties.” There’s no music, cocktail attire, appetizers or even alcohol. That said, they’re still fun and beneficial to brands, bloggers and consumers alike, and a great way to put the power of influencer marketing to work in a different way for your brand.

What is a Twitter party?

A Twitter party is a live chat with a designated time to connect and share thoughts and expertise on a topic via Twitter. So, for example, an athletic brand promoting their event would say “Join us this Friday at noon for a Twitter party to discuss the latest fitness trends.” There are many reasons to host a Twitter party, from launching a new product to pumping up a brand campaign to increasing your social value.

Usually, the party is hosted by an expert in a field representing a brand, company or website. There’s also often a blogger, thought leader or small business accompanying that brand to offer more value and different points of view. A question-and-answer Twitter party format is popular because it’s an easy way to promote the brand, incorporate influencers and increase engagement.

Every Twitter party typically has an assigned hashtag to help the brand and participants track the conversation. To get involved, all you have to do is tweet using the hashtag – ask questions, get answers, share experiences and even give advice. After the party is over, other users can still view and search your hashtag on the platform.

Why should you care? Branding, Reach & Consumer Connections

But what’s the benefit of these parties? Good question. One goal of Twitter parties is to achieve a trending hashtag, which is basically free advertising for your blog or brand. And if a Twitter influencer retweets your information or insights, your social media reach could suddenly expand to include a whole new set of followers and potentially loyal consumers (is your target audience on Twitter?). At the very least, Twitter followers will be retweeting, liking and replying to your posts—resulting in greater awareness and improved engagement.

By setting objectives and measuring metrics such as reach and engagement, you can see the value of Twitter parties firsthand. With 320 million users on Twitter, the platform offers a great way to share messages and connect with consumers in real time. Plus, 80 percent of Twitter users are on mobile devices, making it a convenient, on-the-go form of social networking and marketing. Twitter is also a top network internationally, with 79 percent of its users living outside the U.S., and 35 languages supported.

In short, a Twitter party is beneficial to everyone involved:

Brands/Advertisers: Connect with your consumers, expand reach, assert yourself as an industry expert
Influencers: Promote your blog, networks and expertise to a brand’s fan base
Consumers: Get direct answers to your questions from industry experts

Forget just a win-win situation: Twitter parties are a win-win-win. To learn more about how influencer marketing strategies, such as Twitter parties, can help you increase your reach, contact the Find Your Influence team today.

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How to Win Fans and Influence Consumers: Provide Feedback to Your Influencers



By Courtney Moser

It’s not all about you.

We can get so caught up in the chaos of business – deadlines, campaigns, reports, meetings, and so on – that we forget how important feedback is. The success of your future influencer marketing campaigns depends on your influencers, their high-quality content and the relationship you cultivate with them. Basically? Don’t leave your influencers hanging after a campaign!

According to Social Media Today, 70% of consumers would rather learn about a product through content than traditional advertising. And who is the content expert here? Your influencers. Let’s not forget about them and their role in telling your story, increasing awareness, driving website traffic and improving engagement.

In fact, UK beauty video blogger Fleur de Force advises companies to “approach influencers and say ‘this is our idea, how does it fit into your content?’ Nobody knows their audience better than the influencer themselves.”

Influential bloggers are followed for their unique voice and writing or photography style, so brands should respect that creativity in sponsored content as well. Recent eMarketer research found that 77 percent of influencers site creative freedom as a primary reason for choosing to work with a brand more than once.  From the beginning of your campaign, everyone should be on the same page. Clear communication is vital, and you should be working as a team toward your end goals.

Share feedback with your influencers both during and after your influencer marketing campaign for the best results. This way, there’s a positivity around your professional partnership. While the campaign is still going, for example, you can send messages about content you loved, share their social posts or privately let them know if something needs to be changed or edited. If a piece of content is different than your brand would like or expected, it’s critical to reach out to the influencer immediately to discuss before it goes any farther in the campaign.

Sending a personal message, small gift or thank you note to your influencers after the campaign is a great way to plant a seed for a future partnership. Liking and commenting on their social posts is another way to keep the opportunity for future collaboration open. Show gratitude for the time and effort they put into it, and continue to demonstrate why you’re a worthy, authentic brand to work with in this crowded market.

To learn more about influencer marketing, check out our best practices series here.

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How to Choose the Best Influencer Marketing Campaign for You


By Courtney Moser

It’s estimated that we make 35,000 decisions every day.

Seriously, 35,000? We’re going to skip counting and just take their word for it! Regardless, at FYI we agree that we’re faced with constant options and divergent paths. Along with deciding what to eat, what to wear, and so on, we also have to make many business decisions.

Just within marketing, for example, there are countless choices that will impact your business. Where you should start when it comes to a marketing strategy? What channels you should use to achieve the best results? Influencer marketing can be an extremely valuable addition to your comprehensive marketing plan. Working with blogging or social media influencers can help you align with company goals, strategize creative campaigns and reach new audiences.

There are 150 million blog readers in the U.S alone, and 31.1 percent of consumers say that blogs influence their purchase decisions. Similarly, 57 percent of marketers say that they’ve acquired customers via their blog.

By increasing awareness of your brand or launching a new product through influencer marketing, you can drive traffic to your website and create buzz in the market. But which type of influencer marketing campaign is right for you? Following is a breakdown of four main campaign concepts we use at Find Your Influence (FYI) to help you decide.

  1. Brand Awareness – What is the meaning behind your company’s name, logo and slogan? Thanks to the evolution of the internet, brand awareness has become increasingly significant. The public is more equipped than ever, with mobile and social tools, to communicate quickly about your brand. This type of influencer marketing campaign focuses on increasing overall brand awareness. This strategy can help your brand reach exposure not only in your own backyard, but across the (digital) globe.
  1. Product Awareness – Influencer marketing can be a creative way to get your product in front of new and larger audiences. When a blogger vouches for your product and tells their readers how much they enjoy it, they are increasing your product’s visibility. A strong online presence, with positive reviews, can also enhance the company’s credibility.
  1. Product or Service Launch – Increase exposure and up the credibility of your brand with this influencer marketing strategy. If you’re launching a new product or service, influencers can help you create buzz, demonstrate best uses and get user feedback. A new flavor of tomato sauce, for example, can be cooked with and photographed in many different ways by various food bloggers.
  1. Seasonal Campaign – The holidays are the busiest times of the year, and influencer marketing offers an effective way to market and increase the success of your seasonal campaign. Some of the most popular posts for influencers are during the holiday season, as their readers are looking to them for guidance – whether it’s costume ideas, Thanksgiving recipes, gift guides and more.

Ultimately, choosing the right influencer campaign for you and your brand is crucial: The success of your campaign depends on it. Here at FYI, we’re experts in this space and we’re happy to help you pick the perfect campaign for your needs.

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Your 101 Guide to Influencer Marketing Campaigns


By Courtney Moser


What’s influencer marketing?

Welcome to word-of-mouth marketing, on steroids. Any solid 101 guide starts with the absolute basics, just to ensure everyone’s on the same page.

Let’s ignore the illegal aspects of steroids for a minute, and appreciate the benefits. They inflate, or pump up, what was to be what is. It’s like giving that one old-school brand ambassador (“Sally, I’ve been using their shampoo for thirty years!”) a microphone and YouTube channel. All of a sudden – bam! – what was one person telling another is now one person reaching hundreds or thousands with the same message.

It’s clear, then, how great the potential impact of influencer marketing is for brands looking to increase awareness and drive sales.  The question changes from why to how – you understand the purpose and benefits, and would like to know how you can utilize this marketing strategy to spread your brand message. The following basic outline will help you launch your influencer marketing campaign.


Step 1: Identify your goals, budget + measurements

First things first, figure out what you’re trying to do. There are a variety of ways influencer marketing can help your brand, but it’s smart to focus on one or two to begin with. This will help you target the right influencers and craft campaign requirements that are concise and align with your brand strategy.

Here are a few examples of common influencer marketing goals:

  • Increase brand awareness
  • Drive more traffic to your website
  • Launch and promote a new product

Once you’ve landed on a goal, it’s time to think about measurements. Make sure you choose goals and metrics you can accurately track. Most campaigns will have a corresponding hashtag to track brand awareness on social networks. You can also provide your influencers with trackable links so that you can easily see how many people are clicking to your site or signing up for your mailing list. Another great way to track your campaign is with a promo code for a discount on your product.

With those measurements in mind, the same list of goals from above would look like this:

  • Increase brand awareness by expanding social reach by 30% using a branded hashtag
  • Bring 3,000 new clicks to a product-focused landing page
  • Launch new product with the goal of reaching 500,000 consumers

For a more detailed look at measurement, check out this blog post written by a Find Your Influence (FYI) co-founder.

Finally, figure out your budget. Influencer marketing can be a really affordable marketing option with a great ROI. But, you do have to pay your influencers. So set a budget before you reach out to them. Successful influencers have a brand of their own that they’re working to grow and maintain – they’re business people too. Make an offer and negotiate a rate. It will likely vary depending on expertise, followership and engagement rates. If setting a rate without proof of efficacy makes you uncomfortable, ask for the numbers. Influencers should be able to provide data points like traffic per day, social engagement rate and average reach.


Step 2:  Create your campaign

Once you’ve set your goals, budget and measurements, it’s time to choose a campaign concept. The type of campaign will stem from your strategy and goals, as addressed above.  What kind of campaign do you want to launch? How will it help you reach your goals? Following are a few common ideas:

  • Launch a series of sponsored blog posts with a streamlined topic or focus
  • Have a variety of influencers take over your Instagram for a short time
  • Throw a Twitter party

Part of your campaign concept should include the creation of a campaign brief outlining the details to give to your influencers. If your company requires contracts, legal approval and/or paperwork, this is also the time to get that worked out.

When you’re creating the campaign brief, you should include deadlines, hashtags, messaging requirements and suggestions, and anything else you can think of that might be helpful to your influencers. After you’ve picked influencers, you’ll send them the creative brief to begin your partnership. And that leads us to… choosing your influencers.


Step 3: Find + contact influencers

How do you find the right influencers for your campaign? Start searching, clicking and reading. You’re looking for engaging bloggers, social media superstars, video hosts, subject experts, and so on. This can take some time because you’re going to want to identify more influencers you need, as it’s likely that not all of them will agree to the campaign.

There are a few things to consider when you start contacting influencers. First of all, you want influencers who are already writing about topics that relate to your brand or industry. For instance, if you’re selling high heels, you probably shouldn’t be partnering with a blogger who writes primarily about sports — even if that blogger has a massive following. Partnering with influencers who don’t make sense for your brand can have a substantially negative impact on the success of your campaign.

While you’re looking for the right influencers, consider your goals. If you’re measuring reach, look for influencers who have an impressive (relevant!) social following. If you’re hoping to drive engagement, look for influencers who have a lot of comments on their blog and profiles. Surprisingly, these two don’t necessarily go hand in hand. An influencer with a smaller following might have better engagement than an influencer with a massive following. Both have their value.


Step 4: Track results + distribute payments

By this time, you’ve either launched your campaign or you’re ready to launch. Great work! But you’re not done yet. Now it’s time for tracking. Based on the detailed goals you’ve put together and the metrics discussed in this post, you know exactly how you’re going to be tracking the campaign.

Ensure your campaign has fully run its course before you start reporting on the data. Combine data points and try to gather key insights. Once you have it all together, provide feedback to your influencers. Let them know that they made an impact and are appreciated! This is also a good time to decide what you think worked well and what could have been done better so that you can improve your next campaign.


Does this seem like a lot of work? It is! That’s why we created a platform that helps you efficiently manage all of these steps and more. By using the Find Your Influence platform, you can search for influencers with keywords and other filters, draft campaign briefs, launch campaigns, track results and make one-click payments—all in one. We’ll save you time and money, and you’ll be working with industry experts who can help you launch a successful campaign.

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How to Win Fans and Influence Consumers: Scale and Repeat

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By Courtney Moser

Albert Einstein once said that insanity is doing the same thing over and over again, but expecting different results. Of course, there’s a fine line between perseverance and insanity then, isn’t there? How do you know when it’s time to try something new?

If your first influencer marketing campaign didn’t have the outcome or results you wanted, make a change. Don’t try the exact same method again, but keep the aspects you really liked and take a hard look at everything else. Analyze what you can improve or customize, and see if the numbers give you any clues. Were the blog post views up to par? Maybe the content wasn’t authentic enough or you didn’t partner with the right influencers. Was social engagement lacking? This can point back to content quality again, or it may be because of a lack of visibility or consistency.

When you’re analyzing what went right and what went wrong with your influencer marketing campaign, it’s helpful to review the foundation. Ask yourself these questions:

o   Were the campaign goals and deadlines manageable?

o   Was this campaign integrated with our larger marketing strategy?

o   Did we pick the right social platforms?

o   Did we find the right influencers?

o   Was planning and communication prioritized throughout the campaign?

On the other hand, if you went through the above list and felt confident in your campaign results, congratulations! Over at Find Your Influence (FYI), we’re proponents of the philosophy “If it isn’t broken, don’t fix it.” Once you’ve discovered what works for you and your brand, scale and repeat. Change up topics and your focus according to seasonal goals, but keep the foundation, strategy and basics to ensure future success.

If you cultivated good relationships with influencers, reach out and ask if they’d be interested in working with your brand again. As said in this Social Media Today article, “Influencer marketing boasts a 37% higher retention rate because it hinges around consumer loyalty.” This loyalty extends not only to consumers but hopefully to your influencers as well. An ultimate goal of influencer marketing, after all, is to turn influencers into brand advocates and ambassadors.

Blogging is often the core of influencer marketing campaigns, but social-centric campaigns are important as well for awareness and promotion. If you found certain networks that really resonate with your target audience, continue to utilize them. Share and integrate this campaign messaging with your brand social pages to create a consistent image and increase authenticity.

To learn more about influencer marketing, read the rest of our best practices here.

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How to Win Fans and Influence Consumers: Communicate Frequently



By Courtney Moser


“A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.”

As Scott Cook, the founder and CEO of Intuit, said in this Forbes article, times are changing. The immense amount of opportunities for global, instantaneous connections spanning people and places means that brands and consumers – and their relationship with each other – are different than they used to be.

The one constant? Communication. Although the meanings and methods may change, the importance and core of communication remains. Brands are no longer in total control of their image, for instance, because consumers now have platforms of their own in which to communicate and share. Anyone can do research on a product or service and find consumer reviews, tips, message boards and more – impressions are no longer limited to traditional advertising.

Brands can embrace this evolution of communication by utilizing influencer marketing, which empowers you to communicate to a group of people through an influencer. These influencers – typically high-reach bloggers or social media advocates – share messages, promote products and cultivate partnerships. It’s word-of-mouth marketing on a larger, digital scale.

“People expect brands to talk with them rather than at them,” according to SocialTimes. “They no longer expect brands to sell to them, but to entertain and inform them. In this new paradigm, influencers are a force to be reckoned with. Brands can strategically partner with the right personalities to spark organic conversations and seduce their followers.”

The way a brand, and their influencers, speak with consumers can create communities and impact sentiment. Successful, strategic communication that’s aligned with brand messaging can lead to meaningful conversations, increased awareness, and much more. An effective influencer can turn other consumers into loyal brand advocates.

Once a brand starts using influencer marketing, of course, communication only becomes more important – only this time, it’s internal rather than consumer facing. It’s critical to work with your influencers to align expectations from the start, and stay in the know with their timeline and content. It’s also beneficial to keep them in the loop with your company, products and launch dates so that they can better plan and craft quality content.

The Find Your Influence (FYI) influencer marketing platform, for example, includes a message center to make communication between brands and influencers faster and easier. Every time you log in to the platform, you can check your messages along with campaign goals, progress, and more. This helps centralize communication and gives brands and influencers more time to focus on what really matters in one place, as opposed to checking multiple accounts or delaying timelines.

How you communicate with both consumers and influencers matters. Influencer marketing can make a big impact, but it’s also important to ensure you choose the right influencers and platforms in which to market your products or service. To learn more, check out FYI’s best practices blog series here.

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