There Is No Formula For Influencer Marketing

Posted by on Apr 5, 2017 in Blog, Influencer Marketing | 0 comments

Recently, a client asked me to create and provide a plan for recruiting top influencers. He requested a formula where the number of followers and comments an influencer had equaled success. I will confess, I giggled slightly at his request. My job would certainly be a lot easier if there was such a formula but unfortunately, there is not. A human touch is required for true success. Below are five reasons why there is no black and white formula for recruiting and activating influencers. Engagement Versus Followers When reviewing potential influencers, it is important to review engagement over followers. Not only can followers be purchased, but smaller (or micro) influencers often have stronger engagement and authority with their followers than someone who has a large following. A successful influencer campaign is one where the audience trusts the influencer. True relationships cannot be faked. See my post on the power of niche influencers here. Authenticity Versus Clicks Beyond looking at ‘likes’ and comments, affiliate managers need to analyze the authenticity of the engagement. Bloggers have created private Facebook groups with the sole purpose of requiring its members to leave comments and likes each other’s posts. The rules of these groups are strict: like and comment on a specific number of posts per day or risk removal from the group. These posts are easily recognizable because the comments are often generic and superficial along the lines of, “great post,” or a single thumbs up emoji. When you see that type of engagement on a single post, it’s likely the work of one of these comment pods. Pretty Pictures Versus Recommendations  As a brand, you want to ensure that posts made on your behalf are encouraging your desired call to action. An attractive picture that yields only comments and ‘likes’ is not a solid CTA unless, of course, the goal of the campaign is focused on images and branding. I structure my campaigns so the call to action results in a completed sale. For my affiliates, an attractive picture used without persuasive content will not be considered a successful campaign. Sales Versus Engagement When I review an influencer, I look at their other brand campaigns to ensure they are getting equal engagement compared to personal quotes, pictures and images. Many times, there is great authentic engagement on personal images and stories but significantly less on brand sponsored posts. It’s important to choose an influencer who can sell as well as engage. Niche Versus General The more your influencer knows about your specific niche the greater the engagement. While there can be a formula to find a niche, it goes beyond the numbers or keyword search. Is the influencer a perceived expert in...

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The Influencer Marketing Checklist For Influencers

Posted by on Feb 15, 2017 in Affiliate Posts, Blog, Online Marketing | 0 comments

How influencers can select the right partnerships to build their brand and monetize their presence A quick Google search brings up multiple checklists for brands to use when selecting influencers. However, I couldn’t find a single checklist for influencers to use when selecting which brands to work with. I always include this topic in my presentations to influencers whether I am speaking on sponsored posts or affiliate marketing. It is just as, if not more, important for influencers to have clear boundaries when deciding on which brands to work with, as it is for brands to have for selecting influencers. Why Do Influencers Need A Checklist? Your audience is your greatest asset Influencers know this is true. Your audience and engagement are your strongest asset and the things that take the longest to build. They are your pride and joy. And, they are probably the reason you became an influencer in the first place. The Internet provides thousands of items competing for an audiences’ attention. Why risk losing your audience for a short-term gain for funding? Credibility   Pure and simple: without credibility, you will lose your audience. If you are writing about brands that are not in line with your personal mission, your credibility goes out the window. Followers begin to lose trust and wonder what other compromises you are willing to make. What Items Are On An Influencer Checklist? Create your checklist or requirements before responding to any brand opportunities. It is easy to get caught up in the excitement of feeling wanted. When developing an influencer checklist, I recommend you ask yourself the following questions: Trust – Do you trust the brand to deliver on their promise? Do you trust your point of contact within the brand to deliver on your contract or commitment? To determine trust, reach out to other influencers who work/have worked with the brand and/or contact and ask about their experience. The Influencer Community is tight knit, especially within individual niches. Use your network and online research to determine the trust factor. If you have concerns, look for another brand. It is not worth the risk to your reputation. Help Your Followers – In other words, will your audience have a problem with recognition or awareness of need based on the product? Does the brand/product make your followers’ lives better? This, of course, varies based on your focus. For instance, if you are a green beauty influencer, promoting a new all-natural foundation will be of tremendous value to your followers. However, if you are a tech influencer…not so much. If you are a travel blogger, perhaps this same foundation has sunscreen in it, which would reduce the need to pack additional bottles....

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Attn SEO Affiliates: Top Reasons For Natural Health Affiliate Programs

Posted by on Feb 3, 2017 in Affiliate Posts | 0 comments

The affiliate marketing industry is buzzing about bloggers and social media pros used as influencers. While that strategy is effective, many marketers leave the power of the SEO niche affiliate out of their strategy. A highly optimized website targeting specific audiences generates amazing passive income without relying on Facebook algorithms and audiences. If you are researching a niche, look no further than the natural health. The industry is booming and ripe for affiliate marketing success. Before we get started on the benefits of natural health affiliates, lets firm up the definition. Wikipedia defines natural health as an umbrella term to include vitamins and minerals, herbal medicines, homeopathic remedies and other alternative/non-traditional medicines. Now that we know what product categories natural health affiliates might include, lets look at why the niche is good for affiliate marketing. Top 4 Reasons To Promote Natural Health Affiliate Programs One of the Fastest Growing Niches. The wellness industry is a $3 trillion plus business with natural solutions taking the lead. Consumers want products made with more natural ingredients and they are willing to pay more for them. They are also willing to take chances on lesser-known brands because this industry is still relatively ‘new.’ At least new in a capitalistic kind of way. Consumers Are Familiar and Love It. According to NBC News; the National Center for Health Statistics reported that, in 2012, 59 million Americans relied on some form of alternative or complementary treatment. Now that is a large target audience! With companies like Young Living Oils and DoTerra reaching living rooms around the country through a mom focused multi-level marketing strategy, consumers see natural products as a viable and effective solution to health issues. They Need It and They Need It Now. We know that one of the first rules of marketing is finding the consumers’ pain point and solving it. Well, with natural health niches, the pain is real and so is your solution. This makes for great conversions. Long Tail Keyword Searches Abound. With natural health affiliate programs, like Healing Natural Oils, there are unlimited long tail optimization opportunities for very specific ailments. The symptom might not always be the sexiest topic, but it is in demand. In addition, marketers can feel great about recommending products that not only work, but also are free of chemicals and toxins. You Get to Work With Me. Ok, I know that came off a little on the ‘cheesy’ side but let me explain. I run the Healing Natural Oils (amoils.com) affiliate program which is made up of 100% content affiliates. This means affiliates will never have a sale stolen by a coupon or loyalty site. In addition, I work hard to ensure you...

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Micro and Mega Influencers: A Question of Value

Posted by on Jan 27, 2017 in Affiliate Manager, Affiliate Posts, Blog | 0 comments

This post was originally published on the Influencer Marketing Days Blog. In the past year, one of the most popular buzzwords used in marketing meetings everywhere has been ‘influencer.’ Companies large and small are hoping to harness the power of individuals to impact consumers’ buying decisions. Brands recognize the importance of working with influencers with a range of audience sizes. There are mega influencers, like Kim Kardashian, who have larger than life personalities and the follower count to match; to micro influencers, like the hyper local lifestyle blogger, who can engage and garner high levels of trust because their message reads like one of a close friend. And while debates continue over which level of influencer provides the greatest value to a brand, I will continue creating campaigns that integrate the potential of both levels. This post is a case study illustrating the leverage and difference between two influencers. First, we need to define mega and micro influencer. I work with small to medium size companies so my numbers may differ from the larger Fortune 500 brands. However, it is best to establish some metrics so we are on the same page. Mega Influencer Followers over 100,000 on and/or offline Aspirational to followers Can be niche or lifestyle focused Unable to respond individually to all followers due to larger numbers Produces significant social media engagement such as Likes, Views, Shares and Comments Micro Influencer Sweet spot of between 1,000-10,000 followers Create related micro-moments that their followers find inspirational but also attainable More responsive to followers due to smaller numbers Smaller numbers of Likes, Shares and Comments in quantity but higher in ratio Case Study: A Tale of Two Influencers I recently ran a campaign for a company that sells all-natural and vegan cosmetics and skincare lines. The campaign focused on the launch of a new cosmetic product. Campaign Objectives Increase revenue for online store Increase awareness about the new product and its benefits General brand awareness Campaign Details Influencers received product in advance to review and photograph Facebook boost budget provided by brand Required a blog post, Facebook and Instagram post (for this campaign no video, Live or otherwise was used) Hybrid compensation based on shared revenue and fixed fees Tracking provided by social media metrics (Likes, Shares and Comments) as well as coupon codes, affiliate tracking links and custom and unique landing pages   Introducing The Influencers Mega Influencer Vegan and all natural niche Solid knowledge in cosmetics and skincare Over 600,000 followers on Instagram Over 24,00 followers on Facebook 300+engagement on all posts Provides high quality images and content, professional influencer Well respected by brands and niche community Experienced in both sponsored and performance based campaigns Micro...

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Why Successful Influencers Go With Evergreen

Posted by on Jan 19, 2017 in Affiliate Posts | 0 comments

How Top Influencers Stay at the Top With Google! Want to know how certain influencers stick around and continuously grow their traffic. I brought in Adam Riemer of Adam Riemer Marketing to share his SEO knowledge for this guest blog post. Sponsorships are awesome, you get a quick sum of money and cover a bill.  If they allow you to use affiliate links, then you may earn a couple of commissions too.  Bonus!  But then your revenue is done and you have to wait or hope for the next.  That’s why many influencers fail. It only takes an algorithm update, a network change or something out of your control and your entire income is gone.  But don’t worry, the strategy below will help you to do three things. Create evergreen content Build an evergrowing audience Develop a passive stream of reliable revenue The first step when creating evergreen content is to think about the use of a product.  A lot of times you’ll get a piece of clothing or makeup and style yourself with it.  You talk about the line and the brand and show how cool it is.  That’s a one off that leaves you without money.  The same could be said for powertools, cooking utensils or even a mattress or couch. Ask yourself these 5 questions before you begin building content: Why would someone be looking for this? What questions will they have about it? Are there other uses for it? Where can they buy it? How can they get more information from you?   Why would someone be looking for this? A brand is sponsoring you to sell their products.  They have a product or service because there is supposed to be a need or you are supposed to create one.  Think of at least 6 or 7 reasons someone will be looking for this specific product or need. It could be a gift item for a hard to find person.  They may need a hypo-allergenic solution or an alternate product for someone who is disabled.  Maybe there is something wrong and they need to fix something from a hole in a shirt to a broken appliance in their home.  Create this list first. What questions will they have about it? Line up each of the reasons from above and now try to figure out what they need to know with the product.  It could be anything from if it is the right size to the right color, if it is durable, whether it works for their situation, under specific temperatures, if it’s safe for all ages or who to avoid letting use it.  Add these to each of the reasons and now you’re ready to begin....

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