Influencer Marketing, Instagram Marketing, and Branding: The Ultimate Slide Deck for Marketers

This isn't the full presentation on Instagram Marketing, Influencer Marketing, and Branding. Follow this link to get the full presentation with speaker's notes: http://bit.ly/2Bql3rI

What do the world's most successful marketers at Edelman, Food52, Brit + Co., Dick Clark Productions (and more) say about the latest marketing trends? We took notes on keynote speakers' talks on the most current marketing trends to date and we're sharing these hot insights with you!

Transcript

2. Overview Topics
3. Influencer Marketing
4. What Is Influencer Marketing: - Influencers drive sales, brand awareness, and brand authenticity. - They are close to their community (depending on their “tier”). - They care about their personal brand. - Mission and values are very important to influencers. - They want to promote companies and products they would recommend to their friends and family. - A “good fit” works both ways (product to influencer and vice versa). Benefits: - Today’s buyers are mostly in the “discovery stage” of shopping. - 92 percent of consumers trust peer recommendations, while only 33 percent of consumers trust ads. This makes influencer marketing highly effective and valuable. - Influencers can be a cost effective marketing strategy (depending on influencer “tier”). - Influencers can align and promote client brand mission. - Influencers know their audience very well.
5. How to Prepare Your Brand for Influencer Marketing - Evaluate your clients’ brand values and brand persona. Understand the brand’s message. Ask: - What is your message? - Who is your target? - What are you brand goals? - What are your marketing goals? - On-target branding helps improve influencer relationship ‘fit’. - An amazing influencer can be a bad fit! - Influencer partners should match and compliment your brand. - Which influencers “makes sense” when paired with your client’s brand? - Does their mission (personal, political, etc.) align with your client’s brand and/or your target audience?
6. Steps To Implementing An Influencer Program - Build contact bases - Outreach programs - Compensation Invest - Follower count - Engagement - Brand affinity Identify - How they drive campaigns - KPIs - Double down on what moves the needle Measure - Tools and resources - Connect them - Help them reach goals Support
7. Influencer Marketing Basics How To Find Influencers - Build relationships within your clients’ niches. - Keep your arms and ears open. - Google search “top X influencer.” - Find them on social channels. - Use software: Curalate, Dash Hudson etc. - Ask around! Choosing Influencers - Know deliverables before searching for the right fit. - Investigate follower reach and compare your engagement needs. Pricing And Content - Industry standard price is $100 per 1,000 Instagram followers. - Influencers accept: - Paychecks - Gifts (i.e. products) - VIP access/treatment to company and partner opportunities and events, - Event access - One feed post and two story features per month.
8. Ask Your Influencers... - What platform(s) do they use? - Does this align with your client’s brand needs? Will it engage the right audience? - Where do they have the biggest/best following? - Can this number move your client’s marketing needle? - What are their values (their mission, their creative vision)? - Does this fit with your client’s brand? - What type of influencer are they? - What is their engagement rate? - Are they direct or do they work through an agency? - What deliverables can they give you (the more you ask for, the more expensive it becomes)?
9. Measurement, ROI, and Risk Risk - Always vet your influencer’s audience and the audience they create for you. - Watch for bots. Compliance - Ensure that your influencer partner is posting according to FTC compliance (uses #ad #sponsored). Measurement - Assess their performance on qualitative and quantitative levels. - Arm yourself with industry tools to help you vet their success. ROI - Re-use influencer campaigns to maximize ROI. - Expect a return of ~$6.50 for every $1.00 spent.
10. Working With Influencers: 10 Takeaways 1. Treat them like advocates. 2. Let them do their job! 3. Influencers know their audience. 4. They want to express their creative freedom. 5. Brand affinity matters. 6. Build a relationship. 7. Support your influencers. 8. Encourage transparency. 9. Influencers offer branding opportunities. 10. Influencer marketing need not only be product promotions.
11. Social Media Marketing
12. Getting Seen: Instagram Marketing Tactics Branding • Your feed should reflect your brand. • Define your look. • Voice, tone, and language helps establish your brand. • Be consistent with everything. • Only post what your audience will respond to. Aesthetic • Colour choice matters. • Plan your feed. • Market creatively. • Space out sales posts. Stories • An opportunity to “humanize” your brand. • Include text. • Test out the features. • Spread stories throughout the day. • Include CTAs. • Less is more! Engagement • Engage with people. • Invest in quality audience members. • Use niche tags. • Make your followers feel loved. • Asking users for UGC. • Be generous.
13. 4 Pillars of Effective Social Media Marketing 1. Organic Outreach - Fueled by: amplification, expert content, social media savviness, and goodwill. - Start conversations and build community. - Be proactive, human, and patient. 2. Blending The Funnel - SMM should benefit brand and bottom line. - Blend amazing content with exclusive offers. - There is a sweet spot in social media marketing and funnel integration. 3. Community Rewards - Provide value to the community. - Woo your community and praise them with gifts. - Use formal and informal rewards to promote a sense of community. 4. User Generated Content - Don’t be self-promotional all the time. - Be selfless sometimes and share! Combine these four pillars to succeed!
14. Sponsored Content Secrets Create Meaningful Audience Relationships By: 1. Knowing your audience. 2. Solving your audience’s problems. 3. Partnering with the right people. 4. Only posting top-quality, strategic content. Your branded and sponsored content must: - Stand out. - Be innately shareable. - Integrate with various platforms. - Beckon audience love and appreciation. - Be about education, not sales. Why? - Algorithms are always changing. - Paid content reach has decreased by 25 percent. - Audience likes, shares, and comments will push your content to the top to get noticed.
15. Branding
16. Magnetic Branding: Drawing In The Audience What Is It? - Branding that draws the audience in. - Brands with a “cult-like” following (think La Croix, Patagonia, Brit + Co., Cards Against Humanity etc.). - Inspires the masses to be part of an “experience.” - Communicates the company’s POV in a compelling way. - A creative brand that connects with its tribe, and is personally relevant. Help Get Your Client’s Brand To Become Magnetic: - Ensure your client’s brand is rooted in something they believe in. - Get them to say “this is who we are.” - They must have a POV, purpose, or reason to exist. - Ensure that they are actually doing “it.”
17. Attracting People To A Brand Create Personal Relevance - Represent what the brand aspires to be. - Who do they want to reel in? - Based on an emotional connection. - How can you portray your clients’ brand “truth?” Establish Personality - Personality is the primary and lasting component of brand impression. - Personality must be expressed authentically. - Transparency will help you get at the heart of your clients’ brand personality.
18. Co-Marketing: Your Next Branding Booster 5 Co-Marketing Goals: 1. Maintain brand authenticity. 2. Partner equally and fairly. 3. Partner with a brand and with influencers who are a good fit. 4. Use co-marketing to make your client’s brand more relevant. 5. Work with people who know their audience. Connecting with the target audience in a creative way is the new normal. Co-marketing helps you connect with your target audience in a new way through a new perspective. This can be a breakthrough marketing experience that significantly improves your clients’ brand awareness, personality, brand affinity, and sales success.
19. Agency Strategy
20. Building The Agency Of The Future Thriving agencies are: - Adaptive - Resourceful - Efficient - Disruptors - Agile - Data-driven - Nimble - Iteration accepting - Ready to do an executive overhaul Consistently have an honest conversation with yourself to encourage improvement. Ask: - What am I doing? - Who are my partners? - Who am I surrounding myself with? - What am I good at and what am I not? Build a solid team based around these facts.
21. Credits A special thanks to Mariya Spektor, Hannah Diffenderffer, and Jennifer Nolasco of Incredible Marketing for sharing their conference notes with HeyOrca. The following Social Media Week Los Angeles presentations were sources for this content: • Authentic Storytelling: Designing Narratives Around Cultural Identity: Kristin Chirico, Chantel Houston, Devin Lytle, Meghan Moeller, Freddie Ransome, Jen Ruggirello • Beyond Transactional: How to Build Lasting Influencer Relationships: Sarah J. Gim, Daisha Graf, Lia Haberman, Anna Victoria • Bridging the Gap: How Influencers Can Help Brands Transform Their Agenda Into Advocacy: Olya Hill, Zoe Marans, Karin Swanson, Dana Wade • Building A Magnetic Brand: Attracting the Right People in a Hypersegmented World: Marc Landsberg • Building the Agency of the Future: Fireside Chat with Jean Freeman, CEO, Zambezi:Jean Freeman, Terry Stanley • Creating Good with Brit + Co and Kia Rio: Kimberley Gardiner, Anita Maiella • How to Use Instagram to Fuel Commerce and Community: Kaitlyn Bray • Instagram By Design: Leveraging Your Feed and Stories To Craft Brand Identity: Lacey Won • Leveraging the Power of Influencers and Avoiding the Pitfalls: Sibyl Grieb • OK Talent, Now Let's Get in Formation: Sheila Hozhabri, Jeremy Lowe, Kirsten Stubbs • Secrets to Creating Breakthrough Branded Content: Yuval Rechter • Timeless Tactics: How to Embrace Foundational Strategies No Matter Your Scale or Budget: Evan Weiner