Contact Info: (714) 595-0963, lpapagni@marketingiw.com

Putting Your Brand Advocates to Work with Influencer Marketing

Posted by Liz Papagni in Brand Management, Brand Strategy | 0 comments

influencer marketing This year, 87% of marketers plan to launch at least one influencer marketing campaign. Social proof is huge for Millennials and the up-and-coming Generation Z, and influencer marketing is one of the most effective ways to provide that validation they seek. All you have to do is find the right influencers and put them to work. Believe it or not, you may already have the perfect influencers lined up. You’re probably well aware of your most loyal brand advocates—those cheerleaders who have been a fan of your company and products for so long that you even know them by name. What if you let them do what they do best: sharing the benefits of your brand with the world?

No Celebrities Needed

While celebrity endorsements do tend to reach a larger audience, they’re not always the best option for your brand. Millennials and Generation X crave authenticity, and they can tell when an influencer’s heart just isn’t in it. That’s why your brand advocates may just be the best people for the job. Relevancy and authenticity will always win out over follower count. As an added bonus, your cheerleaders may not cost as much as a celebrity.

Identifying the Right Influencers

With the stress of finding a celebrity off your plate, you can now identify the right influencers from your current brand advocates. This is actually a pretty tough job, as 73% of marketers say finding the right influencers is the hardest part of this type of marketing. That doesn’t mean it’s impossible, though. You’ve already won half the battle by identifying people who genuinely love your brand. Now, you have to determine if your brand will love those influencers. Investigate their current social media and other online presence to ensure they mesh with your brand standards. Can they also support and reflect your brand’s mission and vision? If so, then you’ve got a bona fide influencer on your hands.

Keep an Eye on the Ball

However much you may trust your cheerleaders to always cast you in the best possible light, you can’t simply set your influencer marketing campaigns in motion and then let them go. You’ll have to keep an eye on everything to make sure things are going smoothly. Track your metrics often to gauge your success. Are your influencers reaching your target market? Do your buyers react well to the messages they receive through your advocates’ social media pushes? By tracking Google Analytics, you’ll always have a good idea of where your traffic is coming from, so you can know for sure your influencers are doing the job. You’re well on your way to driving awareness and affinity for your brand. If you’d like to explore other ways to reach today’s buyers for your brand, give us a call.

4 Ways to Market with Snapchat

Posted by Liz Papagni in Social Media Marketing | 0 comments

market with snapchat While the whole world watches Snap stock to see if the recently IPO’d company will rise or fall, smart companies are using the social platform to reach new audiences. Snapchat entered the world of social media with a bang, offering something no other platform had dared: transience. While Facebook and Twitter were hard at work making sure every word and image shared on the platforms were catalogued and saved forever, Snapchat was busy deleting everything after 24 hours. The risky move gave messages an air of urgency—something marketers quickly took notice of. That urgency helped drive Snapchat into one of the largest tech IPOs in recent history, and it’s made Snapchat a favorite among companies aiming to reach particular demographics—specifically those aged 18-29. If you’re not sure how you can market with Snapchat, we have a few tips to get you started.

Identify Key Influencers

Getting consumers to follow brands on Snapchat isn’t as easy as getting them to follow their favorite celebrities and social media stars. That’s why influencer marketing is such a popular tactic this year. Start by seeking out Snapchat celebrities and influencers that would most likely use your brand. Remember that, while celebrities may have larger follower counts, they may not be the best option for reaching your target audience. Relevance is better than high numbers.

Share Promotional Events

What better way to ensure a promotional code or coupon doesn’t slip through the cracks after a sale ends than to share one that disappears after a few seconds? That sense of urgency will have buyer clamoring to catch your coupons when they show up in their feed. These codes or coupons could be redeemed either in person for brick-and-mortar retail businesses or online for ecommerce shops. Simply announce the promotion, let buyers know when to watch for the deal, and then watch as your followers jump into action.

Engage Your Followers

Social media isn’t fun for users if they don’t experience engagement. You can get your followers in on the action by featuring them in your stories, sharing user-generated content, and simply responding to any Snaps you receive from your buyers. When GrubHub used Snapchat to promote a giveaway, they experienced a 20% increase in followers—all who joined in the fun with user-generated content in an effort to win.

Provide Exclusive Content

Whether debuting new products or sharing brand stories, Snapchat is a great way to share exclusive content that can’t be found anywhere else. You can also give users an inside view of special events or interviews with your influencers and celebrity endorsers. The very nature of the disappearing posts means that only those who are tuned in and engaging with your brand at the time of the post will receive the information. Perhaps limited audiences seem counterintuitive to marketers, but it’s important to remember that relevance is key. Rather than boosting your post to Facebook for thousands of uninterested users to scroll past, wouldn’t you rather speak to ten people who love your brand and are ready to buy your products? As you can see, there are quite a few ways to market with Snapchat. In fact, we’ve only barely scratched the surface. If you’d like to discuss new ways to reach your target audience, give us a call.

4 Reasons Not to Forget Generation X in Your Marketing

Posted by Liz Papagni in Marketing Strategy | 0 comments

Generation X marketing Marketers have spent the better part of the last five years trying to figure out how to market to millennials. After all, this is the largest cohort since the Baby Boomers—in fact now larger—and therefore hold a tremendous amount of spending power. It’s important to note, however, that while millennials may have tremendous spending power due to the size of the cohort, Generation X has greater spending power still. With 29% of estimated net worth dollars and 31% of total income dollars, Generation X has more spending power than any other generation. Not only do they have that power to spend, they use it. By far, more dollars are spent each year by Generation X than any other cohort. generational spending habits That reason alone should remind you that marketing to Generation X is a good investment of your time and dollars. There are several other reasons to keep this particular generation in mind.

Generation X Is Powerful

Right now, Gen Xers are the managers, entrepreneurs, heads of household, and even politicians. Several companies have recently tapped people under 50 to serve as CEO, including Microsoft, McDonalds, and Harley Davidson. They’re coming into their power and discovering the influence that comes with that power. This generation is both supporting their children and their parents. They’re starting their own businesses. They’re spending for their own households, all the while. That’s a lot of money on the table, yet marketers still consider them the “forgotten generation.”

Generation X Is On Facebook

While the general consensus seems to be that millennials spend too much time on their phones and in their social networks, the latest data proves that Generation X is actually the Facebook addict. If you’re spending your marketing budget on reaching millennials on social media, you may just be targeting the wrong age bracket. Marketing to Generation X might be the better bet.

Generation X Loves Ecommerce

Millennials may love their online shopping, but that doesn’t mean they’re the only ones happy with ecommerce. In fact, 7 out of 10 Generation Xers shop online, for an average of $1,900 per person spent online each year. Not only are they shopping online, but they’re also engaging with brands online, too. They research, check reviews, and watch for new products through various online channels. This generation will be wherever you are online, and often with their wallets at the ready.

Generation X Is Loyal

These buyers have been through some financial crises, with multiple recessions knocking the wind out of them. While they have tremendous spending power, they’re more savvy with their money. These buyers often join rewards programs, with 88.6% looking to save money through their loyalty. Once a Gen Xer becomes a customer, 86% are more likely to remain a customer. They’re more likely to spend more for better quality, and if the brand they choose provides that quality, they will probably remain long-term customers. If you’d like to explore marketing to Generation X, we can help. Give us a call to discuss your current campaigns and what you could do to reach the “middle child” consumers in the US.  

4 Tips to Get Started Marketing on Instagram

Posted by Liz Papagni in Social Media Marketing | 0 comments

marketing on instagram You’re probably already marketing your brand on Facebook and Twitter—and perhaps even LinkedIn. These are often the three social platforms that come to mind when social media marketing is mentioned. There’s another—Instagram—that’s often overlooked for marketing purposes, simply because the others seem to be where all the customers are. If you’ve been avoiding Instagram for any reason, it’s time to reconsider. Believe it or not, it has more monthly users than Twitter at 300 million. What’s more, 62% of Instagram users follow the brands they love. In other words, they might just be there to shop. So, how can you create an Instagram feed that your buyers will love? Let’s take a look at some helpful hints.

Consider What You’re Selling

You may actually be just fine without an Instagram account. If you’re selling services or software, perhaps there’s nothing for you to take pictures of. Instagram is a perfect fit for companies that want to introduce products, share tutorials, and perhaps even give social proof through images of influencers using your products. Without the need for these things, what else might you share? Before you decide against Instagram, there are a few other things to consider. Part of your brand is your company culture. What better way to show transparency than to share images and videos of your staff members at work and play in the office or on team-building exercises? You can also share thought-leadership quotes, news worthy items (like the last award you got or other good press), and videos of speaking engagements or other things your buyers might find interesting.

Go Where Buyers Are

Your first question when considering Instagram for marketing is whether or not your buyers are there. It’s important to consider your buyer personas any time you open a new channel of communication. If those consumers aren’t at the other end of the line, then you’re wasting your breath. With 300 million monthly users, there’s a good chance your buyers are on Instagram. To be sure, study the demographics of Instagram—specifically as they relate to marketing. For instance, if you’re looking to reach women, you’ll want to know that 31% of women use Instagram. If those women need to be younger, then knowing 55% of all online 18-29 year olds use Instagram helps you determine if your audience is there.

Be Consistent

Switching your bio profile image to feature products or staff members might sound fun and inclusive, but it will actually be confusing. Worse, buyers will simply scroll right past you because they don’t recognize you. You’ll have plenty of chances to share photos of your staff members in your Instagram feed. The same applies for your Instagram feed. Remember that you’re promoting your company and not your personal life. Images you use should reflect something about your business, so save your selfies, latte art, and friends’ night out shots for your personal account. There’s nothing wrong with sharing a little fun, but it should always reflect on your company—not on your personal life.

Use Your Bio Space

The first thing new followers will see is your business’s bio, and you know what they say about first impressions. Coming up with a short profile description is difficult but necessary. Use the small space you have to describe your business, using language that matches your brand voice. You only get one shot to let buyers know what you’re all about, so don’t waste it. Also, be sure your website is included in your bio. What good is a social media platform if you’re not using it to drive traffic to your website? You can’t answer buyers’ questions in a single Instagram post, so get those interested followers to your website! Are you considering an Instagram account for your brand now? If so, these tips will help get you started. As always, if you need help, we’re here for you.