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6 Old-School Techniques To Integrate Into Your Influencer Marketing

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6 Old-School Techniques To Integrate Into Your Influencer Marketing

While you can use many software tools to help manage and scale influencer marketing programs, don’t forget to look back.

Old-school methods – alongside the tools – can mitigate the common pitfalls of influencer marketing. I asked six experts in the influencer arena for their best technique, and they went retro with their recommendations.

Let’s explore:

1. Influence through influencers

John Andrews, president, The Katadhin Company, says:

When we were starting Collective Bias (a shopper-focused influence marketing firm), we had a general rule: Someone on our team had to personally know the influencers we worked. This got harder as we grew, but we typically hired our influencers to manage our programs and influencer relationships. We called this approach influence by influencers.

Hire #influencers to manage your programs and influencer relationships, says @Katadhin via @SarahLParkerUK @CMIContent. Click To Tweet

The best part was we had a real understanding of the influencer process and virtually instant feedback when our business approach or messaging wasn’t connecting with their goals. We also implemented a hand-raising model where influencers chose the programs that were right for them. They knew their audiences better than any data set ever could. The analytics then built themselves as we measured the impact from campaign to campaign and captured the audience metrics along the way. Over time, we built a great understanding of what groups of influencers were the best for any given campaign.

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2. Ask employees for their picks

Justin Levy, director of social and influencer marketing, Demandbase, says:

One of the best resources for influencer marketing is asking your employees who they find value from. When identifying someone as an influencer is often based on similar criteria, such as the number of followers, topic, location, etc., learning from your employees is even more important.

One of the best resources for #InfluencerMarketing is asking your employees who they find value from, says @justinlevy via @SarahLParkerUK @CMIContent. Click To Tweet

See also  Influencer Marketing Experts Pick Their Favorite Tools To Manage Their Programs

We are working on a campaign focused on the sales persona (sales leaders, account executives, sales development reps, sales ops, and rev ops). Beyond influencers with whom we already have relationships and newly researched influencers, I’m meeting with members of our sales team to find out who they follow and what communities they find valuable. It’s also important to focus on online communities where niche conversations are happening and who is leading these conversations.

3. Focus on the audiences

Rand Fishkin, founder, SparkToro, says:

Oddly enough, I actually don’t love the ‘influencer marketing’ model nor most influencer tools for two reasons:

  • Traditional influencers are rarely followed for their product endorsements and rarely trusted for them either. If you’re a giant consumer brand seeking raw impressions, influencers can work fine, but if your goal is more targeted, it’s usually a mismatch.
  • Almost every influencer marketing tool ranks results based on follower counts and the influencer’s self-described area of focus. But that’s not what brands should care about.

Instead, you should focus on whether the audience of a given person or publication is relevant to your message. Are these followers really the people you want to reach? And do they trust this source to give them information about this topic? This is why I’d rather be featured in a small email newsletter that reaches my target audience than go viral on TikTok or Instagram from a highly followed but irrelevant account.

Focus on whether the audience of a given #influencer or publication is relevant to your message, says @randfish via @SarahLParkerUK @CMIContent. Click To Tweet

4. Communicate

Johanna Voss, founder, Johannavoss.com, says:

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The best influencer marketing tool for driving great outcomes is communication, luckily, it’s something we all have available to us. When an influencer is partnering with a brand/agency for a campaign, understanding the campaign’s goals is incredibly helpful so that the influencer can best figure out on their end what set of deliverables would achieve that goal.

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The best #InfluencerMarketing tool for driving great outcomes is communication between the influencer and the brand, says @JohannaVoss via @SarahLParkerUK @CMIContent. Click To Tweet

Perhaps the campaign goals are app downloads or new user signups. For an influencer who does more education and brand awareness than conversions, it’s in their best interest to pass on the project versus committing and failing to meet expectations, leaving a bad taste in everyone’s mouth.

Conversely, if an influencer is great at converting and they know their winning combo of making that happen is through storytelling via Instagram stories and links to click, they can put together a scope of work to do just that.

From the first moment of connection between an agency/brand and an influencer/manager, asking questions from the talent side to get the full perspective of the project gets everyone on the same page from the get-go. Questions about timing, exclusivity, expectations, goals, and creative vision from the brand side and open-ended questions such as ‘Is there anything else I should know about this project?’ will be insightful and helpful to achieving the goals and knocking the campaign out of the park.

5. Be authentic

Hilary Thompson, off-page SEO and digital PR team lead, Portent, says:

Relying on one tool to attain success in influencer marketing is not ideal. The key to success is building relationships, and that can easily be done without complicated or expensive tools.

Email and Zoom have been our favorite platforms for building relationships and establishing trust. Nothing beats a face-to-face conversation, even a remote one.

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The key to #InfluencerMarketing success is building relationships. You don’t need expensive tools, says Hilary Thompson of @portent via @SarahLParkerUK @CMIContent. Click To Tweet

See also  7 Content Marketing Metrics to Consider for Continued Success

Authenticity is the key to successful influencer partnerships, and when an influencer can meet you, exchange ideas, talk about the product or brand, and receive feedback directly about their integrations, there is a connection, a level of trust and authenticity, and engagement in each ad that is irreplaceable.

6. Do podcasts

Trevor Oldham, founder, Podcasting You, says:

The best influencer marketing tool for driving robust outcomes from collaboration comes from podcasting. This can be either hosting a podcast with guests or guesting on other people’s podcasts. Where else can you spend 30 minutes with someone where the only task at hand is to have a conversation?

The best #InfluencerMarketing tool for driving robust outcomes from collaboration comes from podcasting, says Trevor Oldham of Podcasting You via @SarahLParkerUK @CMIContent. Click To Tweet

From these conversations are built collaborations beyond your wildest dreams. If you do not have your own podcast or not guesting on other people’s podcasts, you are missing a gold mine of collaboration.

Make sure to integrate your old-school influencer tools

True influence doesn’t start with tools. It begins and ends with a network of influencers who drive valuable conversations within your chosen audience.

Some tech tools are necessary for scaling your influencer marketing strategy, especially around process, data, and content analysis. But never forget to integrate old-school “tools” into your influencer strategy. The goal of influencer marketing is always to get a return on the relationship.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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