Geo-Targeting And Influencer Marketing

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By Courtney Moser

Do your marketing efforts feel like a page out of the Where’s Waldo book?

In the crowded digital marketplace today, it can be difficult to stand out. Brands struggle to be seen and heard just as consumers waver between countless products and service choices. And yet, something has to give: You have to set your brand apart by way of marketing in order to reach those consumers and impact success.

How can you cut through the clutter? Location makes the brand marketing experience more personal. By using geo-targeting to customize your message based on location, you can make sure consumers find Waldo (er, your brand) quickly and easily. With influencer marketing, this typically means working with geo-targeted influencers who reach your target audience in specific areas.

Red Bull, for example, created a geo-targeted influencer marketing campaign to promote their live tour – Red Bull Flying Bach – in Phoenix. They partnered with local social media influencers to improve awareness and drive ticket sales. Along with asking the influencers to post content leading up to the three shows in Phoenix, the brand also gave them tickets to attend the event. By honing in on local influencers and their captive audience, Red Bull successfully used geo-targeting to increase event interest and attendance.

How can other brands use geo-targeting? Rideshare company Fare debuted their services in Austin by giving local influencers free rides and asking them to post about their experiences. This simple content focused on authentic reviews helped Fare drum up positive awareness in the city that recently ousted other ridesharing companies. Of course, geo-targeting also offers a huge opportunity for any company with physical locations – from retail stores to gyms – to draw in new customers.

“As more brands look for ways to drive in-store purchases, geo-targeting for influencers will become more prevalent,” this article on 2017 influencer marketing trends says. “The targeting won’t be limited to where the influencer lives, but rather where their audience lives – shifting the definition of ‘local influencer.’”

This concept shift means that influencer marketing is advancing past basic influencer profiles to include layers of audience demographics and psychographics. As our insights into an influencer’s audience become more comprehensive, the ability to more accurately target consumers increases. By geo-targeting your influencer marketing campaign, you can gain a deeper understanding into your target audience – and by extension, find more success from your efforts.

Ready to take the next step and start honing in on the right influencers and audience? Contact the Find Your Influence team today for help.

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Event-Based Influencer Marketing

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By Courtney Moser

 

RSVP yes or no.

What makes someone decide to attend an event? It typically comes down to interest and the fear of missing out if they don’t show up. After all, no one likes to be left out of the latest happenings or feel a pang of regret at skipping an event! Society today is all about being in the know – and sharing (or flaunting) it across social media.

Influencer marketing harnesses that feeling by motivating consumers to join in on the fun by way of a trustworthy source: influencers. It’s been proven many times now that we trust people over ads. So by extension, consumers are more likely to attend an event recommended by a blogger they follow than an event promoted by way of a digital banner.

Brands have started capitalizing on this by partnering with credible, relevant blog and social media influencers to drum up buzz for events. Finding the right influencers are key here, as reinforced in this article, “the more closely aligned your event industry and your influencers’ industry, the more receptive and interested their audience will be.”

This type of event-based influencer marketing can be broken down into several smaller strategies. They include:

  • Pre-event promotion to increase interest and attendance
  • Influencer live-streaming at events
  • Post-event recaps and future promotion

The first strategy – promoting the event beforehand – doesn’t always require influencers to actually attend anything. It can be something they’re interested in or that is relevant to their readers, and they can promote and extend the invite effectively without being there. Of course, if they do attend, you can incorporate several other components into your campaign agreement – from live-streaming videos to tweeting in real-time. And an event recap blog post can be valuable for sharing details and drumming up interest in future brand events.

The most comprehensive event-based influencer marketing strategy would include all three of the above aspects. The influencers you’re working with can promote the event, attend and post on social media during, and then write a recap afterwards. This offers the highest visibility and potential results – whether you’re aiming for increased awareness, social engagement, website clicks or something else.

“When you amplify your voice, you are likely to amplify your revenue,” Find Your Influence CEO Jamie Reardon said. “Influencer marketing can impact the success of events – both online and in person.”

Can your events benefit from an influencer marketing boost? See what the FYI platform can do for you here.

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Influencer Marketing Strategy: Spreading Out Your Campaign Content

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By Courtney Moser

 

We’ve all heard the expression “slow and steady wins the race,” right? Or the story about the tortoise beating the hare? It can be frustrating waiting for results or success down the road when you just want it right now.

But, patience is a virtue – especially when it comes to influencer marketing. By spreading out your campaign content, you will gain prolonged results over a longer period of time. This strategy requires plenty of patience, for sure, but it can also deliver long-term success for brands.

Planning to have content published or promoted across an extended period of time helps build a sustained influencer marketing campaign. Fruit and vegetable juice brand V8, for example, recently ran an influencer marketing campaign in which they spread out their content and messaging over a four-month period. In the first part of the campaign, the brand asked influencers to complete a series of “challenges” promoting the new fruit and veggie juice blend products using the hashtag #V8VegOut. For the second campaign part, V8 asked influencers to create two unique blog posts each and promote them on social media using the hashtag #V8VeggieBlends.

V8’s influencer marketing campaign promoted the same new product line throughout, even though they changed up content, objectives and hashtags to keep it fresh across the several month span. This strategy led to great success for V8, with the following results:

  • 4.3 million total reach
  • 17,000 blog views
  • 322 blog post shares

Consistency is key when it comes to spreading out your campaign content. Many brands create an editorial calendar and give influencers specific dates in which to publish blog posts and social content, so that the messaging is monitored and steady across a longer time period. This also helps brands connect with influencers and build trust among consumers.

“Influencer marketing is very much a long game. You have to build up relationships and garner trust with the right people before hoping to reap the rewards,” said AJ Agrawal in this article. “The companies gaining the most from influencer marketing are also the ones who have been in this game the longest.”

So if you’re just getting started with influencer marketing, remember to be patient. One day, you may be the successful brand others look to for long-term campaign inspiration.

For more information about different influencer marketing strategies, visit the Find Your Influence blog. Or, contact the FYI team with any questions.

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Does Your Campaign Length Meet Your Needs?

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By Courtney Moser

 

This campaign is too short… but that campaign is too long. How do you know which length is right for you?

Just as Goldilocks had to try several bowls of hot (and cold) porridge to find the one that was just right for her, marketers often have to use trial-and-error to determine the best campaign strategy and fit. And unlike Goldilocks, we don’t usually have three ready-to-eat campaigns lined up for us

So, where do we begin? First, ask what you’re trying to accomplish here. Before you can hone in on campaign length, you have to choose the influencer marketing campaign type that will best meet your brand needs and goals. These range from brand awareness campaigns to product launches and seasonal campaigns.

Once you’ve decided which campaign type will deliver the best results for your brand, you can start planning details such as number of influencers, content topics and campaign length. The length will vary depending on your strategy. This is where it may help to work with an influencer marketing group with experience to guide your brand.

The Find Your Influence team, for instance, has overseen the development and deployment of more than 10,000 influencer marketing campaigns – and they’ve come up with a recommended general nine-week plan for brands who don’t know where to start. This includes: two weeks to select and invite influencers, two weeks for influencers to develop content, four weeks for the campaign to be active and one week for reporting and analysis.

Brands who have specific campaign ideas in mind, however, will want to customize this plan to better fit company needs and timelines. For example, if you are going to run a blog campaign with several post parts and social promotion points, you may want to extend the active campaign time to allow for increased awareness and engagement. Or, if you are going for a front-loaded campaign that increases brand buzz the week before an event, you can shorten active campaign time for a more concentrated onslaught of content and social posts.

There are different benefits for each type of campaign and campaign length. Longer campaigns mean that you have more time to build relationships with your influencers and connect with consumers for increased authenticity. But, shorter campaigns can be just as effective in achieving those goals – and fast turnaround times can make a bang and help content trend on social media.

For more information about planning your influencer marketing campaign, read the FYI blog or contact our team today.

 

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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. FYI offers a self-service platform and the option to start connecting with influencers for free, so you don’t even need to spend thousands of dollars on an agency or consulting firm.

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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