audience development & discoverability - content, influencer ?· 2018-04-26 · audience...
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AUDIENCE DEVELOPMENT & DISCOVERABILITY
Bringing SEO & Influencer Marketing
Audience Development & Discoverability:Bringing SEO & Influencer Marketing Together
The game of marketing is continuously evolving. As consumers change their behavior online, marketers must also adapt their strategies to keep up. We are seeing one such change now with the growth and development of Influencer Marketing.
Going back a few years, it was easy to design your content for best practices of on-site SEO and get discovered. Today, the off-site distribution of your content plays a much bigger role in being found by your target market. Unfortunately, content distribution is still one of the most significantly missed opportunities in content marketing and digital marketing execution.
Marketing is about constantly developing your audience and getting in front of them when they are in the buying process. Brands have turned more and more to social for content and message distribution as your entire addressable market is represented online. But first, you have to identify your audience and find the best ways to engage with them.
The challenge of content distribution is precisely one of the problems that influencer marketing solves. Finding an influencer who has access to your target audience is an effective, clever and cost- effective way to develop your audience. Influencer marketing is the tactic of working with key and strategic advocates as a way to reach a specific target market with your brands message. It is the partnership of people on social media who are considered to be credible, authentic, engaged and have a significant audience.
Influencer marketing is an incredibly fast growing tactic, with reports such as one published by Forbes showing an up to 37% higher retention rate in customers gained.
For brands, diving into influencer marketing without a strategy or proper insight into engagement and conversion data can leave you without a clear picture of a programs success or lack thereof. How can you expect to maximize your return and streamline your online efforts if there is no insight of whats working and whats not? Analytics on how your influencers are working and if they are driving the right
traffic back to your site is critical.
In This Guide, You Will Learn:
1 Why Influencer Marketing Should Be in Your Marketing Mix 3 Channel of Distribution 4
The Power of Word-of-Mouth 4
The Off-Site Challenge of Influencer Marketing 5
Cost Effective 6
2 The Link Between SEO Data and Influencers 63 Discoverability and Audience Development 7 Designing an Influencer Marketing Campaign
for Audience Development 8
4 Influencer Analytics and Reporting 9 Analytics Matter for Both Brands and Influencers 10
5 Getting Started Checklist 116 Summary 12
1. Why Influencer Marketing Should Be in Your Marketing Mix
Channel of DistributionSimply creating great content is not enough. Content needs to be amplified beyond just the audience of the organization. Currently, marketers are not spending enough time or budget distributing content. Of those surveyed, approximately 87% of businesses spend less than 10% of their marketing budget on distribution. (gShift) Including influencer marketing in your marketing mix enables you to reach a new audience through established and trusted thought leaders. It helps amplify your message beyond what you would be capable of achieving with your social platforms, and to the right audience.
The Power of Word-of-Mouth1 in 3 people come to a brand through a recommendation and customers who were referred to the brand have a 37% higher retention rate (Deloitte) than those who were not referred. What we can gather from this insight is not only is word of mouth attracting a significant amount of buyers, but these buyers are better customers.
Influencer marketing is a form of word of mouth marketing, and one of the reasons it works so well is because of the trust formed between the influencer and their followers. Brands content is viewed as biased, so consumers will go online and check reviews before making any purchasing decisions. Influencers are seen as an unbiased source of information and have gathered a loyal following since they are transparent, personable, authentic and provide valuable content to their audience.
The Off-Site Challenge of Influencer MarketingWhile many organizations are starting to understand the need for distribution and influence, they lack visibility into the metrics required to properly evaluate their off-site content and influencer performance
The off-site and on-site customer journey is no longer a straight line. Rather, potential customers will engage through several off-site channels, in whatever order suits them best and will go in and out of an organizations sales funnel before choosing to self-identify, make contact and convert. Consumers lead the charge in how they decide to engage with brands and their content.
Instead of trying to push your message through television ads or using social media as an advertising platform, leverage the trust influencers have with their followers and provide their audience with content they are genuinely interested in and will want to engage with.
Cost EffectiveAs with most marketing initiatives, sales and ROI are a main focus for brands investing in influenc-er marketing. With the size of potential audience and the impact some influencers have, this ROI has quickly become the channel with the highest return on investment. According to Tomoson, businesses make $6.50 for every $1 invested in influencer marketing.
Given this data, is is not surprising influencer marketing has become a critical component of a brands digital marketing mix, with 60% of brands planning on increasing their influencer marketing budgets (Adweek). Between the potential financial return and audience, data marketers can gain with detailed engagement reports; there are minimal dollars wasted using influencer marketing.
2. The Link Between SEO Data and Influencers The use of influencers is an extension of your digital marketing plan. You need to put the same level of strategizing and planning into influencer marketing as you would for any other tactic in your mix.
Before seeking out influencers, understand the keywords and key messages you want to use for the campaign. This data will be critical in identifying the right individuals to help promote and build on your content.
Businesses make $6.50 for every $1 invested in influencer marketing.
Dont be afraid of using long tail keywords when searching for influencers. The key to influencer marketing is to be as precise as possible with your selection. Unlike traditional SEO, which often casts a wider net, using the right influencers can get you in front of a very specific segment of your audience.
Influencers are also adapting and have become savvy to optimizing their content for specific topics nd keywords. This is beneficial for two reasons. Firstly, it can help make it even easier to identify influencers who are truly aligned with your content. Secondly, it means their content is likely to perform even stronger in search and social. To ensure your influencers are optimizing their content to align with yours, arm them with the assets and data they need to be successful for your brand.
3. Discoverability and Audience Development Name any digital marketing tactic (i.e., email marketing, SEO, retargeting, PPC, etc.). Two main outcomes the marketer is attempting to achieve are:
Developing and finding the audiencethe entire target market is out there in social. How do you find the people who have the attention of your audience; and
Lead generation and sales.
When optimized properly, an influencer marketing campaign can have a great impact on discoverability, specifically within your target audience. Influencer content can rank for keywords within your strategy and improve authority in a more organic and genuine way.
Designing an Influencer Marketing Campaign for Audience Development
One of the most important aspects to remember when running an influencer marketing campaign is you need to take an audience-centric approach. Focus on the audience before thinking about the type of influencer you want to partner with. Start by clearly defining your audience and identifying what and who makes them tick. Ask yourself some of these questions:
What do they care about? Where do they hang out online? Vine? Reddit? Snapchat? Who do they listen to? What is their buying journey (how do they discover, evaluate, decide and purchase?)
Focusing on the makeup of your audience will help you create a search strategy when it comes to finding the ideal influencer.
The beauty of influencer marketing is you have the opportunity to reach exactly who you are trying to target you dont have to worry about wasted marketing dollars if you choose the right influencers with the right audiences. You need to understand your audience before picking your influencers, which goes beyond just their demographics.
Each person has his or her lifestyle and personality that demographics dont portray. Taking an audi-ence-centric approach to influencer marketing requires you to get a grasp on what your audience is interested in. Using social listening or audience intelligence platforms will help you understand your target audiences interests.
A common misconception is that a brand needs influencers who repres