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Why the Future of Influencer Marketing will be Organic Influencers

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Influence has long been at the core of marketing – seeking it, amassing it, then effectively wielding it to achieve your goals. It’s also, uncoincidentally, what gave rise to the influencer marketing industry. 

But after riding high on the growing ubiquity of social platforms and the democratization of celebrity over the past decade, it seems influencer marketing – in the traditional sense – is in the midst of an irreversible fail from grace. 

As Casey Ferrell, Vice President and Head of U.S. Monitor (owned by Kantar) said in a recent Media Post interview:

“We are at peak influencer, and it’s beginning to run its course”

And if you’ve been paying attention to the news at all this past year, it’s easy to see why.

The (Lack of) Trust Factor

As an industry, influencer marketing has become over-saturated and beleaguered by a heavy barrage of high-profile scandals and rampant reports of fraud.

We’ve seen everything from reality TV stars accidentally posting brand instructions into their promotional posts, to a beloved social influencer admitting she’s actually a CGI robot, to brands like Payless fooling influencers into paying $640 for $20 shoes and not one but two documentaries on the absolute dumpster fire that was (or wasn’t) the Fyre Festival. 

And that’s not to mention the numerous reports of influencers paying for fake followers or inflating engagement rates. In fact, CNBC has reported that fake followers will cost brands $1.3 billion in influencer campaigns this year alone. 

Naturally, all of this has led to a dramatic loss in consumer confidence, with only 4% of people now trusting what influencers say online. Since trust is essential to establishing credibility, which is foundational to cultivating influence, you can see why there is cause for alarm.

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Real People = Real Influence

While traditional influencers may have been able to deliver the initial eyeballs brands have sought, impressions don’t equal purchases – and ‘influencers’ are far from the most influential people online. 

A recent Stackla study found that people are 9.8x more likely to make a purchase after seeing a peer’s social post, as opposed to that of a traditional social media influencer.

That’s right, 79% of people say that user-generated content (UGC) highly impacts their purchasing decisions, while only 8% say influencer-created content would do the same.

Traditional influencers also fall short when it comes to engagement metrics – studies show that the greater the number of followers someone has, the lower their average engagement rates tend to be. Conversely, posts from everyday consumers tend to garner greater engagement, are seen as more authentic and more significantly influence others’ buying decisions.

Looking at all of these converging trends, I believe the influencer industry is undergoing a major shift towards not just micro-influencers, but organic influencers.

Organic influencers are the real people who already buy your products and services and create content about your brand – they’re your genuine brand advocates. They may have 5,000 Instagram followers, or they may have 50, but the size of their social followings aren’t as important as their passion, authenticity and collective influence. 

By re-imagining your existing influencer programs with organic influencers instead, your brand can bypass the risk of mistrust that a growing majority of consumers feel towards paid influencers, while building loyal communities and rich libraries of impactful visuals that can really move the needle for your brand.

The Quality of Content You Want with the Quantity of Content You Need

One of the reasons why influencer marketing has become so popular with marketers is that they need content. But not just any content, they need high-quality content that fits within their brand aesthetic, while also looking authentic, and social media influencers were a great way to get it. 

Except that the minute you pay someone for content, it becomes inherently inauthentic. And influencers typically only create and share a small amount of photos per campaign.

With organic influencers, the content is earned, not paid, so you never lose that authenticity factor. However, your advocates don’t always naturally create the exact type of content your brand may be seeking. By inviting your advocates into an organic influencer community, you can not only cultivate a 1:1 connection with them, but you can also open the lines of communication to help guide the types of content that they post about your brand. 

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For example, you could ask your organic influencers to post some winter-themed images in advance of a holiday campaign you may be preparing to launch. Want them to feature a specific product or take a selfie vs a scenic shot? Just ask, and provide examples of the types of images you want. 

Many of your advocates will be excited to have direct interactions with their favorite brand, and you’ll have authentic, high-quality content to leverage in your marketing – just remember to get the rights to that content first. Plus, Stackla’s research shows that over half of consumers would be more likely to continue engaging with and/or purchasing from a brand if it shared their photos in its marketing. 

By developing a passionate and engaged community of organic advocates, you can get the quality and the quantity of visuals you need for all your marketing channels — not just social profiles.

Amplify Influence Beyond Social

An often ignored but critical fact of influencer marketing is that your brand doesn’t own the influencer content. 

Unless it’s explicitly agreed to during contract negotiations, brands don’t have the right to the content they just paid an influencer to create – and they can’t use it outside of the third-party platform the influencer originally posted it in. Typically, if a brand wants to use the influencer’s content outside of simply regramming or reposting it on their social channels, they need to license or purchase the copyright for that content from the influencer at an additional cost.

In today’s omnichannel marketing environment, where 63% of marketers feel pressure to continually produce greater amounts of content at higher frequencies, this is not a sustainable marketing strategy. Since modern marketers are already operating at a content deficit – every new channel, medium and niche audience requires a new set of relevant and compelling visuals – the scalability and reusability of content has become an increasingly important factor of long-term success. 

Instead of paying for just one post from a traditional influencer that can only live on Instagram, tapping into your brand’s organic influencers can help you continually generate and gain the rights to a multitude of assets from a larger pool of authentic creators. Once you have permission to use your organic influencers’ content, you can exponentially increase the reach and impact of that content by featuring it across all your marketing channels.

And by putting that influential content to work at every point in the buyer’s journey, you can improve all your conversion metrics, not just at the point of inspiration.

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Achieving 2020 Success with Organic Influencers

For too long, influencer marketing has been focused on the wrong influencers. Today’s largest group of consumers – Millennials and Gen Z – prioritize authenticity above all else when choosing which brands they support, and their trust in traditional influencers is at an all-time low. 

Smartphones and social networks have made your brand’s advocates the greatest content creators the world has ever seen. Brands that adopt an organic influencer strategy as part of their 2020 plans will be able to build loyal communities, while also creating scalable, authentic content experiences that deliver a real return on investment. 

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MARKETING

8 major email marketing mistakes and how to avoid them

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8 major email marketing mistakes and how to avoid them

As email marketers, we know we need to personalize the messages we send to subscribers and customers. I can’t think of a single statistic, case study or survey claiming an email program of one-to-everyone campaigns outperforms personalization.

Instead, you’ll find statistics like these:

  • 72% of customers will engage only with personalized messages (Wunderkind Audiences, formerly SmarterHQ)
  • 70% of consumers say that how well a company understands their individual needs affects their loyalty (Salesforce)
  • 71% of customers are frustrated by impersonal shopping experiences (Segment)

But what marketers often don’t understand, especially if they’re new to personalization, is that personalization is not an end in itself. Your objective is not to personalize your email campaigns and lifecycle messages. 

Rather, your objective is to enhance your customer’s experience with your brand. Personalization is one method that can do that, but it’s more than just another tactic. 

It is both an art and a science. The science is having the data and automations to create personalized, one-to-one messages at scale. The art is knowing when and how to use it.

We run into trouble when we think of personalization as the goal instead of the means to achieve a goal. In my work consulting with marketers for both business and consumer brands, I find this misunderstanding leads to eight major marketing mistakes – any of which can prevent you from realizing the immense benefits of personalization.

Mistake #1. Operating without an overall personalization strategy

I see this all too often: marketers find themselves overwhelmed by all the choices they face: 

  • Which personalization technologies to use
  • What to do with all the data they have
  • How to use their data and technology effectively
  • Whether their personalization efforts are paying off

This stems from jumping headfirst into personalization without thinking about how to use it to meet customers’ needs or help them solve problems. 

To avoid being overwhelmed with the mechanics of personalization, follow this three-step process:

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  • Start small. If you aren’t using personalization now, don’t try to set up a full-fledged program right away. Instead, look for quick wins – small areas where you can use basic personalized data to begin creating one-to-one messages. That will get you into the swing of things quickly, without significant investment in time and money. Adding personal data to the body of an email is about as basic as you’ll get, but it can be a start.
  • Test each tactic. See whether that new tactic helps or hurts your work toward your goal. Does adding personal data to each message correlate with higher clicks to your landing page, more conversion or whatever success metric you have chosen?
  • Optimize and move on. Use your testing results to improve each tactic. Then, take what you learned to select and add another personalization tactic, such as adding a module of dynamic content to a broadcast (one to everyone) campaign. 

Mistake #2. Not using both overt and covert personalization

Up to now, you might have thought of in specific terms: personalized subject lines, data reflecting specific actions in the email copy, triggered messages that launch when a customer’s behavior matches your automation settings and other “overt” (or visible) personalization tactics.

“Covert” personalization also employs customer preference or behavior data but doesn’t draw attention to it. Instead of sending an abandoned-browse message that says “We noticed you were viewing this item on our website,” you could add a content module in your next campaign that features those browsed items as recommended purchases, without calling attention to their behavior. It’s a great tactic to use to avoid being seen as creepy.

Think back to my opening statement that personalization is both an art and a science. Here, the art of personalization is knowing when to use overt personalization – purchase and shipping confirmations come to mind – and when you want to take a more covert route. 

Mistake #3. Not maximizing lifecycle automations

Lifecycle automations such as onboarding/first-purchase programs, win-back and reactivation campaigns and other programs tied to the customer lifecycle are innately personalized. 

The copy will be highly personal and the timing spot-on because they are based on customer actions (opting in, purchases, downloads) or inactions (not opening emails, not buying for the first time or showing signs of lapsing after purchasing). 

Better yet, these emails launch automatically – you don’t have to create, schedule or send any of these emails because your marketing automation platform does that for you after you set it up. 

You squander these opportunities if you don’t do everything you can to understand your customer lifecycle and then create automated messaging that reaches out to your customers at these crucial points. This can cost you the customers you worked so hard to acquire, along with their revenue potential.

Mistake #4. Not testing effectively or for long-term gain

Testing helps you discover whether your personalization efforts are bearing fruit. But all too often, marketers test only individual elements of a specific campaign – subject lines, calls to action, images versus no images, personalization versus no personalization  – without looking at whether personalization enhances the customer experience in the long term.

How you measure success is a key part of this equation. The metrics you choose must line up with your objectives. That’s one reason I’ve warned marketers for years against relying on the open rate to measure campaign success. A 50% open rate might be fantastic, but if you didn’t make your goal for sales, revenue, downloads or other conversions, you can’t consider your campaign a success.

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As the objective of personalizing is to enhance the customer journey, it makes sense then that customer lifetime value is a valid metric to measure success on.  To measure how effective your personalization use is, use customer lifetime value over a long time period – months, even years – and compare the results with those from a control group, which receives no personalization. Don’t ignore campaign-level results, but log them and view them over time.

(For more detailed information on testing mistakes and how to avoid them, see my MarTech column 7 Common Problems that Derail A/B/N Email Testing Success.)

Mistake #5. Over-segmenting your customer base

Segmentation is a valuable form of personalization, but it’s easy to go too far with it. If you send only highly segmented campaigns, you could be exclude – and end up losing because of failure to contact – many customers who don’t fit your segmentation criteria. That costs you customers, their potential revenue and the data they would have generated to help you better understand your customer base.

You can avoid this problem with a data-guided segmentation plan that you review and test frequently, a set of automated triggers to enhance the customer’s lifecycle and a well-thought-out program of default or catch-all campaigns for subscribers who don’t meet your other criteria. 

Mistake #6. Not including dynamic content in general email campaigns

We usually think of personalized email as messages in which all the content lines up with customer behavior or preference data, whether overt, as in an abandoned-cart message, or covert, where the content is subtly relevant.

That’s one highly sophisticated approach. It incorporates real-time messaging driven by artificial intelligence and complex integrations with your ecommerce or CRM platforms. But a simple dynamic content module can help you achieve a similar result. I call that “serendipity.”  

When you weave this dynamic content into your general message, it can be a pleasant surprise for your customers and make your relevant content stand out even more. 

Let’s say your company is a cruise line. Customer A opens your emails from time to time but hasn’t booked a cruise yet or browsed different tours on your website. Your next email campaign to this customer – and to everyone else on whom you have little or no data – promotes discounted trips to Hawaii, Fiji and the Mediterranean.

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Customer B hasn’t booked a cruise either, but your data tells you she has browsed your Iceland-Denmark-Greenland cruise recently. With a dynamic content module, her email could show her your Hawaii and Mediterranean cruise offers – and a great price on a trip to Iceland, Denmark and Greenland. Fancy that! 

An email like this conveys the impression that your brand offers exactly what your customers are looking for (covert personalization) without the overt approach of an abandoned-browse email.

Mistake #7. Not using a personal tone in your copy

You can personalize your email copy without a single data point, simply by writing as if you were speaking to your customer face to face. Use a warm, human tone of voice, which ideally should reflect your brand voice. Write copy that sounds like a one-to-one conversation instead of a sales pitch. 

This is where my concept of “helpful marketing” comes into play. How does your brand help your customers achieve their own goals, solve their problems or make them understand you know them as people, not just data points?  

Mistake #8. Not personalizing the entire journey

Once again, this is a scenario in which you take a short-sighted view of personalization – “How do I add personalization to this email campaign?” – instead of looking at the long-term gain: “How can I use personalization to enhance my customer’s experience?”

Personalization doesn’t stop when your customer clicks on your email. It should continue on to your landing page and even be reflected in the website content your customer views. Remember, it’s all about enhancing your customer’s experience.

What happens when your customers click on a personalized offer? Does your landing page greet your customers by name? Show the items they clicked? Present copy that reflects their interests, their loyalty program standing or any other data that’s unique to them?  

Personalization is worth the effort

Yes, personalization takes both art and science into account. You need to handle it carefully so your messages come off as helpful and relevant without veering into creepy territory through data overreaches. But this strategic effort pays off when you can use the power of personalized email to reach out, connect with and retain customers – achieving your goal of enhancing the customer experience.

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Kath Pay is CEO at Holistic Email Marketing and the author of the award-winning Amazon #1 best-seller “Holistic Email Marketing: A practical philosophy to revolutionise your business and delight your customers.”

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