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12 Tips on How to Become an Influencer [+Data]

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12 Tips on How to Become an Influencer [+Data]

The influencer landscape is incredibly lucrative. In 2022, the influencer market was valued at $16.4 billion and is estimated to hit $21.1 billion in 2023. If you want to step into the influencer market, you’re probably wondering how to become an influencer.

In this article, we’re going to dive into what it takes to become an influencer and the steps you need to take to find success. First, let’s define an influencer.

Download Our Guide to Influencer Marketing Essentials

What is an influencer?

How to Become an Influencer for a Brand

1. Find your niche.

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2. Choose your platform.

3. Create a content strategy.

4. Distribute your content.

5. Start a website.

6. Stay updated.

7. Be yourself.

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8. Engage with your audience.

9. Network with other influencers.

10. Create a media kit and pitch yourself to brands.

11. Be consistent.

12. Track your progress.

How to Become an Influencer on Social Media

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1. Build an online community around your content.

2. Repurpose content as necessary.

3. Always be willing to learn and be open to new platforms.

 

What is an influencer?

An influencer is a person with the ability to influence consumers to purchase a service or product by promoting, recommending, or using them on social media.

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For example, Jackie Aina is a beauty and makeup influencer who has collaborated with and promoted brands such as e.l.f. Cosmetics, Too Faced, Milk Makeup, and more.

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How to Become an Influencer for a Brand

If you want to become an influencer who works with brands, here’s what you need to do to reach your goal.

1. Find your niche.

First, figure out what you’re passionate about. Is it fashion, tech, entertainment, health, or something else? From there, carve out a niche within your passion to set yourself apart from other influencers.

For example, if you want to be a fashion influencer, you might decide your niche is thrift store fashion, DIY fashion, or stylish outfits on a budget. If you need help finding your niche, determine who your target audience is first.

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To determine your target audience, consider your ideal consumer’s wants, needs, challenges, and goals. Then use that information to create a buyer persona to find the right niche to tap into your target audience or use HubSpot’s Buyer Persona Generation Tool.

2. Choose your platform.

Once you know your target audience, you must choose a platform (or platforms) to reach them. Instagram is one of the most popular platforms for influencers and brands, and it’s easy to see why.

According to our social media trends survey, 72% of marketers listed Instagram among the social media platforms on which they work with influencers and creators.

72% of marketers listed Instagram among the social media platformson which they work with influencers and creators.Furthermore, most marketers surveyed (30%) said Instagram is the platform they get the most significant ROI when working with influencers and creators. However, that doesn’t mean Instagram is the right choice for everyone — mainly if your ideal audience doesn’t spend much time on that platform.

For example, if you’re an influencer whose niche has to do with video games, Twitch might be the better platform. Video game fans often tune into Twitch to watch content creators play their favorite games or to stream their playthroughs.

If your audience is mostly Gen Z, you’ll likely want to consider TikTok as your platform of choice.

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You should also research other influencers in your niche to see what platforms they leverage the most. For example, style influencers are primarily on Instagram or Pinterest. Entertainment influencers may mostly be on TikTok or YouTube.

Once you know which platform your audience and fellow influencers frequent the most, you can select the right social media platform to post your content.

3. Create a content strategy.

The format and quality of your content will make or break your chances of successfully building yourself as an influencer. Decide on the format you’ll use when creating your content.

The format should be feasible on the platform you choose to leverage, and it should be a format that allows you to deliver valuable information while showcasing your unique personality.

An effective content strategy will give your audience a proper balance of informative content and personal content. Remember, relatability and authenticity are the reasons people trust influencers.

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In fact, 72% of TikTok users find “normal creators” more interesting than celebrities, according to the platform.

To find the perfect balance of content for your strategy, use the 5-3-2 principle. With the 5-3-2 principle, five out of every ten posts would be curated content from a source relevant to your audience.

Three posts should be content you’ve created pertinent to your audience, and two posts would be personal posts about yourself to humanize your online presence.

You’re probably wondering, “How will this help me become an influencer if half of the content I publish is curated?”

For starters, influencers are known for being able to provide valuable content to their audience. That includes sharing content written by others that they believe their followers will find helpful.

Sharing content published by other influencers in your niche will help you slowly get their attention. As a result, it will be much easier to reach out to them and ask them to do the same for you later on.

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When it comes to the quality of your content, you should invest in equipment such as mics, cameras, and lighting to give your audience gorgeous content that will keep them coming back for more.

Pro Tip: Smartphones have excellent cameras these days, so you can use your phone to record your content if you’re not ready to invest in an expensive camera. Just make sure to use the front-facing camera for the best image.

 72% of TikTok users find "normal creators" more interesting than celebrities, according to the platform

4. Distribute your content.

No matter how great your content is, if you’re not getting people to see it and engage with it, it’s not exactly practical.

That said, it’s essential that you carefully plan out when you’ll be publishing and distributing your content on social media.

The best time to post content on social media hugely depends on which social media channel you choose. This infographic provides a detailed breakdown of the best days and times to distribute content for each popular social media network.

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It’s just as critical to know how to post your content on social media. While each social media channel has its own rules and guidelines, here are some general best practices that are applicable regardless of which social media channel you use.

best time to post on instagram

5. Start a website.

Whether you leverage YouTube, TikTok, Pinterest, or some other social media platform — you should always have your website as an influencer.

Websites are great for SEO because they allow you a space to create evergreen content with keywords that are optimized to get you at the top of SERPs.

You can create content around themes and keywords your audience is searching for, allowing them to flock to your website.

Furthermore, a website is an excellent avenue for consumers to engage directly with and buy products from you. It also allows brands and advertisers to learn more about you and your content and reach out to you for opportunities.

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Finally, securing a long-term home base is the most important reason to have a website. Social media platforms change constantly. An app that’s popular today can lose users to tomorrow.

Even worse, a platform can completely shut down, taking all your content with it.

A website that houses your business information, content, links, and points of contact will help you stay relevant and grow as an influencer for years to come.

6. Stay updated.

As an influencer, staying tuned into the latest trends and buzzy topics is essential.

So, follow other creators in your niche on social media, keep an eye out for trending hashtags and challenges, and know what keywords your audience is searching online.

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You also need to remember that social media platforms will often change their policies, algorithms, and posting terms — so stay updated to avoid your account becoming irrelevant or, worse, deleted.

Most importantly, you’ll need to familiarize yourself with Federal Trade Commission’s (FTC) guidelines and policies, especially if you’re going to be collaborating with brands to promote their products and services on your social media accounts.

7. Be yourself.

Remember, authenticity is key to being a successful influencer. Almost 70% of marketers say “authenticity and transparency” are crucial to successful influencer marketing, according to Econsultancy.

Moreover, 61% of consumers prefer influencers who create authentic, engaging content.

The best way to be authentic is to be yourself. While your content should be quality, you yourself don’t have to be flawless to be an influencer.

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If your house cat walks into your shot, or you laugh as a car blasting music drives by as you’re recording — it’s okay!

Don’t be afraid to be silly on camera or show off your sense of humor — consumers love influencers because they’re more relatable and “real” than celebrities or companies.

61% of consumers prefer influencers who create authentic, engaging content.

8. Engage with your audience.

When your followers leave a question or comment on your posts, take the time to acknowledge and respond to them. That can make them feel valued and that you sincerely want to help them. It will also help you develop a relationship with them.

Of course, not all of the comments and questions will be positive. As an influencer, expect that you’ll have your fair share of negative comments and criticisms. Make it a point to keep your cool and address them professionally.

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9. Network with other influencers.

Collaborate with other influencers in your niche to expand your audience and grow your network. You can find potential collaborators through social media, online communities, or by attending conventions and vents.

Having business cards to pass to potential collaborators also doesn’t hurt.

10. Create a media kit and pitch yourself to brands.

A media kit is an influencer version of a resume or portfolio. An influencer media kit contains information about your work, successes, audience size, and why brands should work with you.

Every influencer should have a media kit to email to marketing professionals, brand representatives, and agencies to find work.

The kit’s design is just as important as its content because you’ll want a design showcasing your personality because personality is key.

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Media kits also make you look more professional. Many people step into influencing and content creation as a hobby. Having a media kit shows companies you are not a hobbyist and are serious about your work.

Your kit should include the following:

  • Your photo
  • A short bio
  • Your social media channels, along with your follower count on each platform
  • Engagement rate
  • Audience demographics
  • Website link
  • Information about past work and collaborations

You can design a media kit using Canva or purchase media kit templates from Etsy. You can also download media kit templates from HubSpot by clicking here.

11. Be consistent.

Your followers need to be able to consistently count on you to deliver quality content. If you don’t, they’ll eventually stop following you or at least paying attention to you.

Scheduling your posts using a social automation tool like eClincher or HubSpot’s social publishing tools can help ensure you stay consistent with your posts.

Instead of manually publishing on each of your social media profiles, these tools allow you to create, upload, and schedule posts in batches.

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12. Track your progress.

This step is crucial, especially if you’re looking to collaborate with brands for their influencer marketing campaigns, since this is one of the things brands look for in an influencer to partner with.

Most social media channels give you insights and analytics to monitor your progress — things like demographics, reach, and engagement rate that will show how quickly (or slowly) you’re building your audience.

It will also shed light on which content formats get the highest engagement rates so that you can create more.

How to Become an Influencer on Social Media

The steps above are all applicable to becoming a social media influencer. Some additional tips to keep in mind are:

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1. Build an online community around your content.

Building trust with your audience is critical to your success as an influencer. One way to build trust is to build a community around your content.

Create a space where your audience can ask questions, engage with your content, and find others who enjoy your work or niche.

Some influencers start communities on Discord, Reddit, or other platforms to speak candidly with their followers. You can also host live Q&As or start your own hashtag for your followers to use to connect.

2. Repurpose content as necessary.

Fresh and interesting content should always be the priority when influencing, but sometimes it helps to repurpose content.

Repurposing content is especially helpful when you’re pressed for time, lacking fresh ideas, or just need to post something to keep on schedule.

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You can also repurpose content to give your posts a second life on other platforms. If you have an Instagram Reel that performed well but could use more eyes on it — repost it to TikTok or YouTube Shorts.

For more ways to repurpose content, click here.

3. Always be willing to learn and be open to new platforms.

As I mentioned earlier, social media platforms often fall in and out of favor with audiences, so always be ready to pivot when a platform is losing steam.

Keep an eye out for up-and-coming social channels, and always keep a pulse on where your audience is tuning in.

Ultimately, to be a successful influencers you need to be authentic, organized, flexible, and willing to adjust to evolving trends.

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And of course, you need to create quality content that shows brands and your followers that you are serious about your work. Now that you know the steps you need to take, you’re ready to dive into the influencer market.

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The Current State of Google’s Search Generative Experience [What It Means for SEO in 2024]

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The Current State of Google's Search Generative Experience [What It Means for SEO in 2024]

SEO enthusiasts, known for naming algorithm updates after animals and embracing melodrama, find themselves in a landscape where the “adapt or die” mantra prevails. So when Google announced the launch of its Search Generative Experience (SGE) in May of 2023 at Google/IO, you can imagine the reaction was immense.

Although SGE has the potential to be a truly transformative force in the landscape, we’re still waiting for SGE to move out of the Google Labs Sandbox and integrate into standard search results. 

Curious about our current take on SGE and its potential impact on SEO in the future? Read on for more.

Decoding Google’s Defensive Move

In response to potential threats from competitors like ChatGPT, Bing, TikTok, Reddit, and Amazon, Google introduced SGE as a defensive maneuver. However, its initial beta release raised questions about its readiness and global deployment.

ChatGPT provided an existential threat that had the potential to eat into Google’s market share. When Bing started incorporating it into its search results, it was one of the most significant wins for Bing in a decade. In combination with threats from TikTok, Reddit, and Amazon, we see a more fractured search landscape less dominated by Google. Upon its launch, the expectation was that Google would push its SGE solution globally, impact most queries, and massively shake up organic search results and strategies to improve organic visibility.

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Now, industry leaders are starting to question if Google is better off leaving SGE in the testing ground in Google labs. According to Google’s recent update, it appears that SGE will remain an opt-in experience in Google Labs (for at least the short term). If SGE was released, there could be a fundamental reset in understanding SEO. Everything from organic traffic to optimization tactics to tracking tools would need adjustments for the new experience. Therefore, the prospect of SGE staying in Google Labs is comforting if not entirely reliable. 

The ever-present option is that Google can change its mind at any point and push SGE out broadly as part of its standard search experience. For this reason, we see value in learning from our observations with SGE and continuing to stay on top of the experience.

SGE User Experience and Operational Challenges

If you’ve signed up for search labs and have been experimenting with SGE for a while, you know firsthand there are various issues that Google should address before rolling it out broadly to the public.

At a high level, these issues fall into two broad categories including user experience issues and operational issues.

Below are some significant issues we’ve come across, with Google making notable progress in addressing certain ones, while others still require improvement:

  • Load time – Too many AI-generated answers take longer to load than a user is willing to wait. Google recommends less than a 3-second load time to meet expectations. They’ll need to figure out how to consistently return results quickly if they want to see a higher adoption rate.
  • Layout – The SGE layout is massive. We believe any major rollout will be more streamlined to make it a less intrusive experience for users and allow more visibility for ads, and if we’re lucky, organic results. Unfortunately, there is still a decent chance that organic results will move below the fold, especially on mobile devices. Recently, Google has incorporated more results where users are prompted to generate the AI result if they’d like to see it. The hope is Google makes this the default in the event of a broad rollout where users can generate an AI result if they want one instead of assuming that’s what a user would like to see. 
  • Redundancy – The AI result duplicates features from the map pack and quick answer results. 
  • Attribution – Due to user feedback, Google includes sources on several of their AI-powered overviews where you can see relevant web pages if there is an arrow next to the result. Currently, the best way to appear as one of these relevant pages is to be one of the top-ranked results, which is convenient from an optimization standpoint. Changes to how attribution and sourcing are handled could heavily impact organic strategies. 

 

On the operational side, Google also faces significant hurdles to making SGE a viable product for its traditional search product. The biggest obstacle appears to be making the cost associated with the technology worth the business outcomes it provides. If this was a necessary investment to maintain market share, Google might be willing to eat the cost, but if their current position is relatively stable, Google doesn’t have much of an incentive to take on the additional cost burden of heavily leveraging generative AI while also presumably taking a hit to their ad revenue. Especially since slow user adoption doesn’t indicate this is something users are demanding at the moment.

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While the current experience of SGE is including ads above the generative results now, the earliest iterations didn’t heavily feature sponsored ads. While they are now included, the current SGE layout would still significantly disrupt the ad experience we’re used to. During the Google I/O announcement, they made a statement to reassure advertisers they would be mindful of maintaining a distinct ad experience in search.  

“In this new generative experience, Search ads will continue to appear in dedicated ad slots throughout the page. And we’ll continue to uphold our commitment to ads transparency and making sure ads are distinguishable from organic search results” – Elizabeth Reid, VP, Search at Google

Google is trying to thread a delicate needle here of staying on the cutting edge with their search features, while trying not to upset their advertisers and needlessly hinder their own revenue stream. Roger Montti details more of the operational issues in a recent article digging into the surprising reasons SGE is stuck in Google Labs.

He lists three big problems that need to be solved before SGE will be integrated into the foreground of search:

  1. Large Language Models being inadequate as an information retrieval system
  2. The inefficiency and cost of transformer architecture
  3. Hallucinating (providing inaccurate answers)

 

Until SGE provides more user value and checks more boxes on the business sense side, the traditional search experience is here to stay. Unfortunately, we don’t know when or if Google will ever feel confident they’ve addressed all of these concerns, so we’ll need to stay prepared for change.

Experts Chime in on Search Generative Experience

Our team has been actively engaging with SGE, here’s a closer look at their thoughts and opinions on the experience so far:

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“With SGE still in its early stages, I’ve noticed consistent changes in how the generative results are produced and weaved naturally into the SERPs. Because of this, I feel it is imperative to stay on top of these on-going changes to ensure we can continue to educate our clients on what to expect when SGE is officially incorporated into our everyday lives. Although an official launch date is currently unknown, I believe proactively testing various prompt types and recording our learnings is important to prepare our clients for this next evolution of Google search.” – Jon Pagano, SEO Sr. Specialist at Tinuiti

“It’s been exciting to watch SGE grow through different variations over the last year, but like other AI solutions its potential still outweighs its functionality and usefulness. What’s interesting to see is that SGE doesn’t just cite its sources of information, but also provides an enhanced preview of each webpage referenced. This presents a unique organic opportunity where previously untouchable top 10 rankings are far more accessible to the average website. Time will tell what the top ranking factors for SGE are, but verifiable content with strong E-E-A-T signals will be imperative. –Kate Fischer, SEO Specialist at Tinuiti

“Traditionally, AI tools were very good at analytical tasks. With the rise of ChatGPT, users can have long-form, multi-question conversations not yet available in search results. When, not if, released, Google’s Generative Experience will transform how we view AI and search. Because there are so many unknowns, some of the most impactful ways we prepare our clients are to discover and develop SEO strategies that AI tools can’t directly disrupt, like mid to low funnel content.” – Brandon Miller, SEO Specialist at Tinuiti

“SGE is going to make a huge impact on the ecommerce industry by changing the way users interact with the search results. Improved shopping experience will allow users to compare products, price match, and read reviews in order to make it quicker and easier for a user to find the best deals and purchase. Although this leads to more competitive results, it also improves organic visibility and expands our product reach. It is more important than ever to ensure all elements of a page are uniquely and specifically optimized for search. With the SGE updates expected to continue to impact search results, the best way to stay ahead is by focusing on strong user focused content and detailed product page optimizations.”  – Kellie Daley, SEO Sr. Specialist at Tinuiti

Navigating the Clash of Trends

One of the most interesting aspects of the generative AI trend in search is that it appears to be in direct opposition to other recent trends.

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One of the ways Google has historically evaluated the efficacy of its search ranking systems is through the manual review of quality raters. In their quality rater guidelines, raters were instructed to review for things like expertise, authority, and trustworthiness (EAT) in results to determine if Google results are providing users the information they deserve. 

In 2022, Google updated their search guidelines to include another ‘e’ in the form of experience (EEAT). In their words, Google wanted to better assess if the content a user was consuming was created by someone with, “a degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person has experienced. There are some situations where really what you value most is content produced by someone who has firsthand, life experience on the topic at hand.” 

Generative AI results, while cutting-edge technology and wildly impressive in some cases, stand in direct opposition to the principles of E-E-A-T. That’s not to say that there’s no room for both in search, but Google will have to determine what it thinks users value more between these competing trends. The slow adoption of SGE could be an indication that a preference for human experience, expertise, authority, and trust is winning round one in this fight. 

Along these lines, Google is also diversifying its search results to cater to the format in which users get their information. This takes the form of their Perspectives Filter. Also announced at Google I/O 2023, the perspectives filter incorporates more video, image, and discussion board posts from places like TikTok, YouTube, Reddit, and Quora. Once again, this trend shows the emphasis and value searchers place on experience and perspective. Users value individual experience over the impersonal conveyance of information. AI will never have these two things, even if it can provide a convincing imitation.

The current iteration of SGE seems to go too far in dismissing these trends in favor of generative AI. It’s an interesting challenge Google faces. If they don’t determine the prevailing trend correctly, veering too far in one direction can push more market share to ChatGPT or platforms like YouTube and TikTok.

Final Thoughts

The range of outcomes remains broad and fascinating for SGE. We can see this developing in different ways, and prognostication offers little value, but it’s invaluable to know the potential outcomes and prepare for as many of them as possible.

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It’s critical that you or your search agency be interacting and experimenting with SGE because:

  • The format and results will most likely continue to see significant changes
  • This space moves quickly and it’s easy to fall behind
  • Google may fix all of the issues with SGE and decide to push it live, changing the landscape of search overnight
  • SGE experiments could inform other AI elements incorporated into the search experience

 

Ultimately, optimizing for the specific SGE experience we see now is less important because we know it will inevitably continue changing. We see more value in recognizing the trends and problems Google is trying to solve with this technology. With how quickly this space moves, any specifics mentioned in this article could be outdated in a week. That’s why focusing on intention and process is important at this stage of the game.

By understanding the future needs and wants SGE is attempting to address, we can help you future-proof your search strategies as much as possible. To some extent we’re always at the whims of the algorithm, but by maintaining a user-centric approach, you can make your customers happy, regardless of how they find you.

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Here’s Optimizely’s Automatic Sample Ratio Mismatch Detection

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Here's Optimizely’s Automatic Sample Ratio Mismatch Detection

Optimizely Experiment’s automatic sample ratio mismatch (SRM) detection delivers peace of mind to experimenters. It reduces a user’s exposure time to bad experiences by rapidly detecting any experiment deterioration.

This deterioration is caused by unexpected imbalances of visitors to a variation in an experiment. Most importantly, this auto SRM detection empowers product managers, marketers, engineers, and experimentation teams to confidently launch more experiments. 

How Optimizely Experiment’s stats engine and automatic sample rate mismatch detection work together

The sample ratio mismatch actslike the bouncer at the door who has a mechanical counter, checking guests’ tickets (users) and telling them which room they get to party in.

Stats engine is like the party host who is always checking the vibes (behavior) of the guests as people come into the room.

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If SRM does its job right, then stats engine can confidently tell which party room is better and direct more traffic to the winning variation (the better party) sooner.

Why would I want Optimizely Experiment’s SRM detection?

It’s equally important to ensure Optimizely Experiment users know their experiment results are trustworthy and have the tools to understand what an imbalance can mean for their results and how to prevent it.

Uniquely, Optimizely Experiment goes further by combining the power of automatic visitor imbalance detection with an insightful experiment health indicator. This experiment health indicator plays double duty by letting our customers know when all is well and there is no imbalance present.

Then, when just-in-time insight is needed to protect your business decisions, Optimizely also delivers just-in-time alerts that help our customers recognize the severity of, diagnose, and recover from errors.

Why should I care about sample ratio mismatch (SRM)?

Just like a fever is a symptom of many illnesses, a SRM is a symptom of a variety of data quality issues. Ignoring a SRM without knowing the root cause may result in a bad feature appearing to be good and being shipped out to users, or vice versa. Finding an experiment with an unknown source of traffic imbalance lets you turn it off quickly and reduce the blast radius.

Then what is the connection between a “mismatch” and “sample ratio”?

When we get ready to launch an experiment, we assign a traffic split of users for Optimizely Experiment to distribute to each variation. We expect the assigned traffic split to reasonably match up with the actual traffic split in a live experiment. An experiment is exposed to an SRM imbalance when there is a statistically significant difference between the expected and the actual assigned traffic splits of visitors to an experiment’s variations.

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1. A mismatch doesn’t mean an imperfect match

Remember: A bonified imbalance requires a statistically significant result of the difference in visitors. Don’t expect a picture-perfect, identical, exact match of the launch-day traffic split to your in-production traffic split. There will always be some ever-so-slight deviation.

Not every traffic disparity automatically signifies that an experiment is useless. Because Optimizely deeply values our customers’ time and energy, we developed a new statistical test that continuously monitors experiment results and detects harmful SRMs as early as possible. All while still controlling for crying wolf over false positives (AKA when we conclude there is a surprising difference between a test variation and the baseline when there is no real difference). 

2. Going under the hood of Optimizely Experiment’s SRM detection algorithm

Optimizely Experiment’s automatic SRM detection feature employs a sequential Bayesian multinomial test (say that 5 times fast!), named sequential sample ratio mismatch. Optimizely statisticians Michael Lindon and Alen Malek pioneered this method, and it is a new contribution to the field of Sequential Statistics. Optimizely Experiment’s sample ratio mismatch detection harmonizes sequential and Bayesian methodologies by continuously checking traffic counts and testing for any significant imbalance in a variation’s visitor counts. The algorithm’s construction is Bayesian inspired to account for an experiment’s optional stopping and continuation while delivering sequential guarantees of Type-I error probabilities.

3. Beware of chi-eap alternatives!

The most popular freely available SRM calculators employ the chi-square test. We highly recommend a careful review of the mechanics of chi-square testing. The main issue with the chi-squared method is that problems are discovered only after collecting all the data. This is arguably far too late and goes against why most clients want SRM detention in the first place. In our blog post “A better way to test for sample ratio mismatches (or why I don’t use a chi-squared test)”, we go deeper into chi-square mechanics and how what we built accounts for the gaps left behind by the alternatives.

Common causes of an SRM  

1. Redirects & Delays

A SRM usually results from some visitors closing out and leaving the page before the redirect finishes executing. Because we only send the decision events once they arrive on the page and Optimizely Experiment loads, we can’t count these visitors in our results page unless they return at some point and send an event to Optimizely Experiment.

A SRM can emerge in the case of anything that would cause Optimizely Experiment’s event calls to delay or not fire, such as variation code changes. It also occurs when redirect experiments shuttle visitors to a different domain. This occurrence is exacerbated by slow connection times.

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2. Force-bucketing

If a user first gets bucketed in the experiment and then that decision is used to force-bucket them in a subsequent experiment, then the results of that subsequent experiment will become imbalanced.

Here’s an example:

Variation A provides a wildly different user experience than Variation B.

Visitors bucketed into Variation A have a great experience, and many of them continue to log in and land into the subsequent experiment where they’re force-bucketed into Variation A.

But, visitors who were bucketed into Variation B aren’t having a good experience. Only a few users log in and land into a subsequent experiment where they will be force-bucketed into Variation B.

Well, now you have many more visitors in Variation A than in Variation B.

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3. Site has its own redirects

Some sites have their own redirects (for example, 301s) that, combined with our redirects, can result in a visitor landing on a page without the snippet. This causes pending decision events to get locked in localStorage and Optimizely Experiment never receives or counts them.

4. Hold/send events API calls are housed outside of the snippet

Some users include hold/send events in project JS. However, others include it in other scripts on the page, such as in vendor bundles or analytics tracking scripts. This represents another script that must be properly loaded for the decisions to fire appropriately. Implementation or loading rates may differ across variations, particularly in the case of redirects.

Interested?  

If you’re already an Optimizely Experiment customer and you’d like to learn more about how automatic SRM detection benefits your A/B tests, check out our knowledge base documentation:

For further details you can always reach out to your customer success manager but do take a moment to review our documentation first!

If you’re not a customer, get started with us here! 

And if you’d like to dig deeper into the engine that powers Optimizely experimentation, you can check out our page faster decisions you can trust for digital experimentation. 

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How to Use Email Marketing Automation to Encourage SaaS Adoption

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How to Use Email Marketing Automation to Encourage SaaS Adoption

SaaS adoption refers to the process that earns your product a permanent place in your user’s workflow. This happens when you empower your audience to extract useful value from your solutions.

Email, a tried and tested communication tool, plays an essential role in helping brands relay their product’s value to their customers and educate them on how to make the most of it.

However, smaller teams might find themselves at a crossroads, balancing the need for personalized communication with the scale of their user base

Email marketing automation offers a practical solution by ensuring that each message is tailored and timely, yet sent out with minimal manual effort.

In this article, let’s look at five tips that will help you build robust email marketing automation that will motivate your audience to adopt your tool and make it a part of their daily lives.

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1. Segment your audience

Audience segmentation is crucial for personalizing your emails, which in turn, can significantly boost SaaS product adoption. Remember, a message that resonates with one segment might not strike a chord with another.

The key to effective segmentation is understanding where each customer is in their journey. Are they new subscribers, active users, or perhaps at the brink of churning?

Here are some actionable steps to segment your audience effectively:

  1.  Analyze User Behavior: Look at how different users interact with your SaaS product. Are they frequent users, or do they log in sporadically? This insight can help you create segments like ‘active users’, ‘occasional users’, and ‘at-risk users’.
  2.  Utilize Sign-up Data: Leverage the information gathered during the sign-up process. This can include job roles, company size, or industry, which are excellent parameters for segmentation.
  3.  Monitor Engagement Levels: Keep an eye on how different segments interact with your emails. Are they opening, clicking, or ignoring your messages? This feedback will help you refine your segments and tailor your approach. Plus, consider setting up small business phone systems to enhance communication with your audience.

2. Create campaigns based on behavior

Sending behavior-based campaigns is pivotal in effective email marketing. By focusing on performance metrics such as open rates, click-through rates, and engagement times, you can gauge the effectiveness of your emails and adjust your strategy accordingly.

You can also use digital signage to entertain or make customers aware of something new – product or service, through a digital sign.

Different types of email campaigns serve various purposes:

  1. Educational Campaigns: These are designed to inform and enlighten your audience about their problem. They can include tips, best practices, and how-to guides. The goal here is to provide value and establish your brand as a thought leader in your industry.
  2. Interactive Campaigns: These campaigns encourage user engagement through surveys, quizzes, microblogging platforms, or feedback forms. They not only provide valuable insights into user preferences but also make the recipients feel heard and valued.
  3. Onboarding Campaigns: Targeted toward new users, these messages help them get the value they seek from your product as soon as possible. They can include step-by-step tutorials, video guides, or links to helpful resources.

4.Re-engagement Campaigns: Aimed at inactive users, these emails strive to reignite their interest in your SaaS product. They might include product updates, special offers, or reminders of the benefits they’re missing out on.

3. A/B test before deployment

Rather than pushing a new campaign to your entire audience as soon as you draft the emails, A/B testing helps you know whether your messages are any good.

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Here are some best practices for A/B testing in email automation:

  1. Test One Variable at a Time: Whether it’s the subject line, email content, or call-to-action, change just one (or a couple) element per test. This clarity helps in pinpointing exactly what works and what doesn’t.
  2. Choose a Representative Sample: Ensure that the test group is a good mix of your target audience as a whole. This way, the results are more likely to reflect how your entire audience would react.
  3. Measure the Right Metrics: Depending on what you’re testing, focus on relevant metrics like open rates, click-through rates, or conversion rates. This will give you a clear picture of the impact of your changes. Along with these steps, it’s important to use an SPF checker to ensure your emails aren’t marked as spam and increase the deliverability rate.
  4. Use the Results to Inform Your Strategy: Once you have the results, don’t just stop at implementing the winning version. Analyze why it performed better and use these insights to inform your future campaigns.
  5. Don’t Rush the Process: Give your test enough time to gather significant data. Adopt comprehensive marketing reporting solutions that give you a clear picture of your campaigns’ efficacy.

4. Leverage email templates

When managing multiple email automation campaigns, each with potentially dozens of emails, the task of creating each one from scratch can be daunting. Not to mention, if you have multiple writers on board, there’s a risk of inconsistency in tone, style, and branding.

Email templates are your secret weapon for maintaining consistency and saving time. They provide a standardized framework that can be easily customized for different campaigns and purposes.

They are also a great way to communicate with your customers. Another way to communicate efficiently with your customer is through best small business phone systems, which is especially efficient when conveying information about your product or service.

Here’s a rundown of various types of templates you should consider having:

  1. Welcome: For greeting new subscribers or users. It should be warm, inviting, and informative, setting the tone for future communications.
  2. Educational Content: Used for sharing tips, guides, and resources. If you are making this template to introduce online GCSE physics tutor services that you provide, you should be clear, concise, and focused on delivering value in your template.
  3. Promotional: For announcing new features, offers, or services. It should be eye-catching and persuasive without being overly salesy.
  4. Feedback Request: Designed to solicit user feedback. This template should be engaging and make it easy for recipients to respond.
  5. Re-engagement: Aimed at rekindling interest among inactive users. It should be attention-grabbing and remind them of what they’re missing.
  6. Event Invitation: For webinars, workshops, or other events. This should be exciting and informative, providing all the necessary details.

5. Use a tool that works for you

Email is more than just a marketing platform; it’s a multifaceted tool that can drive customer engagement, support, and retention. Given its versatility, it’s crucial to choose the right email automation tool that aligns with your specific needs.

When selecting an email automation tool, consider these key features:

  1. Intuitive Interface: Even your non-technical team members should find it easy to use.
  2. Robust Segmentation Capabilities: The tool must offer advanced segmentation options to target your emails accurately.
  3. A/B Testing Functionality: Essential for optimizing your email campaigns.
  4. Integration with Other Tools: Look for a tool that integrates seamlessly with your CRM, analytics, and other marketing platforms. Additionally, integrating a multilingual translation support can further enhance the tool’s versatility, allowing you to reach a diverse audience with tailored content in their preferred languages.

Popular tools like Mailchimp and ActiveCampaign offer free trials which are great for brands to take these for a spin before making a choice.

Wrapping up

Leveraging email automation makes it easier for SaaS brands to market their solutions to their audience and ultimately increase adoption rates.

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Segmenting audiences, creating messages based on their behavior, testing emails before setting campaigns live, utilizing templates for speed and consistency, and adopting a tool that you are comfortable working with are essential email marketing automation tips to help you get started on the right foot.

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