Almost everyone checks out reviews on social media before buying anything today. Brand messages combined with those from influencers can do wonders for businesses. They have been known to increase purchase intent 5.2X. No wonder why influencer marketing is said to be one of the most effective methods of customer acquisition.
However, you need thorough planning to get outstanding results from your influencer marketing campaigns. Here are a few strategies to help you get phenomenal results
Discounts have always been effective in boosting sales and conversions. If you combine this strategy with influencer marketing, it can be even more effective. All you need to do is share a unique discount code with each of your influencers and ask them to share it with their followers.
This can drive more conversions and also help influencers woo their audiences more easily. For example, watchmaker Daniel Wellington provides unique discount codes to their influencers and asks them to share them in their sponsored posts. This strategy helps them get greater brand awareness and also increase their revenue.
When an influencer mentions your brand in their content, you get to grab more eyeballs and be seen by a relevant audience. This can help you build trust, generate greater brand awareness, and can make their followers buy from you as well.
Giveaways can help to increase your engagement drastically. After all, who doesn’t like free goodies? You can partner with influencers to host giveaways in which you give away some of your products as a reward. This can help you build brand awareness and encourage people to buy.
57% of marketers believe that influencer-generated content is more effective for marketing than the content they create. So, seasoned marketers often allow influencers to take over the brand’s social media accounts and post content on their behalf for a limited period of time.
Influencers promote such takeovers on their own accounts which can help brands gain more followers and engagement.
In a long-term collaboration, an influencer becomes the face of a brand. They both have a vested interest in the partnership and work together for the growth of the company. This way, the brand as well as the influencers can gain more followers and get more visibility.
An influencer can help you enhance your brand’s personality and get you quality traffic. Long-term partnerships with influencers can help to enhance brand advocacy and awareness too.
An influencer creates quality content and spends their valuable time engaging with their followers to drive traffic to your website. One way of collaborating with them is to offer free products or services in exchange for their hard work.
You can also offer such freebies in addition to their monetary compensation to thank them for their efforts. Such gestures go a long way to improve your relationships with influencers.
When you challenge your influencers, they get motivated to put in their best work. You can arrange a little contest during which the influencer who can get you the maximum number of likes, comments, or shares, wins a prize.
Challenging influencers is a great strategy when you want to launch a new product. It can also help to boost brand awareness and drive more traffic.
These are just a few strategies that can help you run profitable influencer marketing campaigns. For some more ideas, check out the following gifographic
About the Author
Brandon Brown is the CEO of Grin, an influencer marketing software solution for brands. Grin’s software helps customers identify, recruit & activate the world’s most engaging influencers. Prior to Grin, he led marketing for the #1 energy drink market in the world, Los Angeles & Orange County, at Red Bull North America. You can know more about Brandon Brown here.
Take the case of the following scenario – You are not a married person and obviously, you do not have any kids [Hopefully!]. But for some reason, you receive promotional emails from a vertical e-commerce website during their online shopping festival and guess what; the promotional email contains offers highlighting Baby Products. And to make things worse, the email campaign has zero-personalization and it is quite likely that the same email was sent to all their customers [without taking any personal traits of the customer into consideration]. As per a report, 86% of customers feel that personalization played a major role in their purchase decisions. This is the era of hyper-personalization and marketers have a plethora of information about customers – Age, Sex, Browsing History, Social Media information, Purchasing History, etc. which can be extremely helpful in charting their ‘hyper-personalization marketing’ strategy.
It is of prime importance that when an email campaign is sent to the customer; it is designed well, conveys the relevant information, is personalized, clearly has the ‘Call to Action’ and has a ‘well-designed subject line’ so that the recipient opens the email. To summarize, a sub-standard subject of an email campaign results in low ‘open rate’ and average email content & design results in low ‘Click-Through Rate’. Email marketing companies are also leveraging the power of Machine Learning [ML] & Artificial Intelligence [AI] in order to cater to the hyper-personalization requirement of email marketers. Entrepreneurs Ben Richardson and David Greiner faced a similar problem where they could not find email marketing a tool that could suffice their requirements and that is what made them co-found ‘Campaign Monitor’. ‘Campaign Monitor’ is a global email-marketing company that offers a full range of email solutions to help marketers create meaningful, lasting connections with their audience. ‘Campaign Monitor’ streamlines every part of the email marketing process and the beauty of the product lies in its elegant design & scalability across different verticals.
Campaign Monitor – Overview
Campaign Monitor is an email marketing platform that companies can use to design personalized messages to its customers. Once a campaign is created using ‘Campaign Monitor’, tracking & analytics that is integrated with the dashboard can be used to measure the effectiveness of the campaign. The platform also provides list-management tools in the ‘List & subscribers’ tab where a brand can create segmented lists in order to send ‘personalized email campaigns’ based on the customer’s profile & other important data points about the customers in the list.
Along with personalized email campaigns, Campaign Monitor can also be used to create personalized customer journeys. Campaign Monitor can be integrated with close to 250+ platforms; some of them being Shopify, WooCommerce, Magento, SalesForce, etc.
Campaign Monitor – Features
Design customer-centric emails – Once the marketer logs into the Campaign Monitor dashboard, he can use the drag & drop mechanism to create simple, yet beautifully designed emails. Due to the simplicity of the interface, designing email campaigns is a very simple task.
Insights & Analytics – Similar to Google Analytics, ‘Insights’ feature of Campaign Monitor helps in tracking the CTR, open rate, engagement, and geographical coverage of the audience. It also provides analytics through which marketers can improve the performance of a campaign.
Automation Emails – Through the ‘Journey’ feature, a marketer can set up customer journeys as well as RSS campaign to send automated updates from the customer’s website. You can choose the appropriate ‘Industry Vertical’ [Media & Entertainment, Publishing & Digital Media, Retail, Travel & Hospitality, Travel, Hospitality, etc.] and your intent of sending the email campaign. You could send a personalized welcome-email on signup or send an email in order to keep a customer engaged on the platform.
While creating the ‘customer journey’, you should choose the end-goal of the campaign. You could choose from the following options
Drive a series of actions
Increase email engagement
Smarter Transactional Emails – Transactional emails are triggered by your own site or app, typically in response to a user’s action, such as an order confirmation or a plan renewal. They are some of the most valuable emails a company send but usually, aren’t measured or optimized. ‘New sign-up email’ is an ideal example of a transactional email and is used to welcome a new user. Transactional Email can be created using the Email builder feature and there is also an option to import your own design. This category of email is triggered on demand and you can choose from a portfolio of ‘wide range of designs’. API or SMTP can also be used to send email directly from your site or app.
Campaign Monitor – Email Campaign Creation
Campaign Monitor has a number of templates that can be used for creating an effective email campaign. It has a WYSIWYG editor through which you can design campaigns by using the ‘drag & drop’ facility. The design of the campaigns can be optimized for different mediums namely, desktop, mobile, tablet, etc. There is also an option to import HTML template or HTML design, but you might need certain coding knowledge to use the HTML feature.
A/B Testing or Split Testing is used widely by designers & developers to compare two versions of a web-page and measure the overall performance of the test. Campaign Monitor provides a facility of A/B Testing where a user can create two versions of the same campaign. This also helps in figuring out which design works well and designing a long-term marketing strategy. In a nutshell, Campaign Monitor can be used to send personalized email campaigns and trigger automated workflows based on customer behavior.
Campaign Monitor – Pricing and Third Party API integration
There are three plans of Campaign Monitor – Basic, Unlimited, and Premier. The Basic Plan costs $9/month, Unlimited Plan costs $29/month, and Premier Plan costs $149/month. Below are more details about each plan
Basic Plan [$9/month]
2,500 emails across campaigns and automated emails
Customer support via email
All core email marketing features Use our drag-and-drop email builder and professionally-designed templates to launch completely branded email campaigns.
Insights analytics suite
Basic marketing automation
Unlimited Plan [$29/month]
Unlimited emails across campaigns and automated emails
Priority customer support via email
All core email marketing features
Insights analytics suite
Basic marketing automation
Advanced marketing automation
Unlimited inbox previews
Time zone sending
Unlimited spam testing
Premier Plan [$149/month]
Unlimited emails across campaigns and automated emails
Premier phone and email support
All core email marketing features
Insights analytics suite
Basic marketing automation
Advanced marketing automation
Unlimited inbox previews
Time zone sending
Unlimited spam testing
Advanced link tracking
Template management for teams
In case you are using emails occasionally, you can use the ‘Pay per Campaign’ feature of Campaign Monitor. Further details about pricing can be found here.
Campaign Monitor – API Integration
Campaign Monitor has a robust third-party API support and using those APIs, you can connect all your core business apps to meet your unique email marketing and automation needs. You can also integrate the platform with popular Content Management System [CMS], Blog, and other third-party software. Based on the ‘core requirement’ of the email campaign, you can use the third-party APIs from the host of services mentioned below
More details about API integration can be found here.
Campaign Monitor – Conclusion
There are number of companies that provide ’email marketing’, some of them being SendPulse, Moz, LeadsRx, SocialPilot, etc. and each of them have flexible pricing structure & variety of features. Campaign Monitor’s extensive feature-list, attractive pricing strategy, excellent customer-support makes it an ideal choice for companies that plan to use email-marketing to welcome new customers and retain existing customers. You can also create simple, yet effective surveys using Campaign Monitor.
In case you are Campaign Monitor use, do leave your feedback in the comments section.. You can log on to Campaign Monitor in case you want to give Campaign Monitor a spin!
Your brand is what other people say about you when you are not in the room – Jeff Bezos
Completely agreed! I know several startups who have created an attractive website, their business is located at prime location, they spent a good amount of money on digital marketing, they are owning a team of skilled staff but still waiting for calls from customers. Is it happening to you too ?
If your answer is a big yes, don’t worry! You are at the right place. But before diving into the article, remember what Jeff Bezos has said. According to him, it’s all about your brand. Your brand represents your business and reputation. So, be sure to have a good one.
Many people argue that they already have a good and attractive logo, what else is needed in branding? Do you really think having a good logo is enough for the branding? No, definitely not.
Here I am going to mention some common startup blunders that businesses are making and how one can fix it.
Blunder #1 – Inconsistency
What is the color of the logo of social media giant Facebook? Blue, right? Did you ever see Facebook using its logo color as red in any of its marketing campaigns? No, I am sure. Consistency is very important in building a brand. If you are using yellow as your logo color on the website, keep it yellow everywhere. Otherwise, it confuses users and perhaps they won’t be able to recognize your brand at a glance. Inconsistent branding can lead to customer confusion and a high bounce rate.
Solution – Be consistent. Be consistent with your designs and brand color. It will not only help you in building brand image but also provides recognition.
Blunder #2 – Replicating competitors
This is another blunder that most of the startups make. It is good to know and research what your competitors are doing but copying exactly their marketing strategies lead you to a pitfall. Understand first, you are in the starting stages of your business. You don’t have enough capital like your already established competitors to spend a lot on everything. It is also possible that their marketing styles and trends will not work for your business.
Solution – Do a good competitor research, try to understand what they are doing in promoting their business. But don’t copy everything from them. Don’t try to replicate their marketing styles in hope of getting better results. You can also try some DIY. Tools like Canva help you create your own visual identity.
Blunder #3 – Marketing it everywhere
Do you join every function you are invited to? Certainly not. Likewise, every marketing platform is not a perfect place for showcasing your products. Just because, your company’s name can be somewhere, you started posting everywhere. Representing your brand at wrong places can directly affect your branding campaign.
Solution – Research and figure out what are the best-suited places for running your marketing campaign. Don’t try to be present everywhere.
Blunder #4 – Ignoring social media
Today, everybody has gone online. Even a 10 years old kid is hanging out with friends on several social media platforms. Social media has enormous power. Businesses, politicians, and everybody is seeking the help of social media in promoting their brand name. One can’t ignore the power of it especially startups should be more active on such social media platforms to reach out to the targeted audience. They are the best platforms to build your brand value.
Solution – Be active on social media platforms. Figure out which one works best for you out of a lot. Not every platform is of use to you. Post offers, spread awareness and post attractive contents regularly.
Blunder #5 – Neglecting the power of analytics
Do you really think posting and commenting on social media platforms is enough in branding? It is not. If you ask any digital marketing expert, he will explain to you the importance of analytics. The analytics will help you in knowing which type of content is driving more traffic than other.
Solution: Always have an eye on analytics. With the help of analytic tools, you should know what type of content you need to post and who is your targeted audience.
These are some blunders that most of the startups are making while building their brand. Try to avoid such mistakes and show your customers your real value. Build a brand in a right way. Don’t forget Jeff Bezos.
Don’t make these mistakes and before doing anything, do analyze your business well.
About the Author
Kavita Paliwal is Independent Marketing Analyst and Blogger. When not glued to her laptop, she can be found making travel plans that rarely happen. Connect with Kavita on Twitter & Linkedin
Influencer marketing is one of the best ways to acquire new customers quickly. It is especially beneficial for small and medium-sized businesses that have small marketing budgets. Social media influencers are people who are immensely popular on social media primarily due to their content. Their followers love their content and follow them for their ideas, opinions, and expertise in their niche. In fact, their followers are likely to act upon their recommendations and purchase products they endorse too.
According to a Twitter study, 40% of people have purchased products based on an influencer’s recommendation. This suggests that influencer marketing can help brands build credibility and grow pretty quickly.
Here are some of the best influencer marketing strategies to acquire customers
Branded Blog Posts
Branded blog posts from influencers can be very useful for brands. If you work with bloggers who have a high Domain Authority and who get a high amount of traffic to their sites, your brand will gain greater visibility.
This will also help you build greater brand awareness. Ask your influencers to review some of your products or services and share their honest opinions on their blogs. Such authentic reviews can help you win the trust of their audiences [who are essentially your target audience].
However, for this, you need to make sure that you collaborate only with relevant influencers in your niche. You can also give their followers a little nudge towards a purchase by sharing affiliate links or discount codes with your influencers. When someone makes a purchase using them, you might need to pay a certain percentage as commission to the influencer.
Mentions of your brand by influencers on social media can help to attract more eyeballs. This can increase your visibility, brand awareness, and boost credibility too. When popular influencers mention your brand in a positive light, it can help to increase your conversions too.
Electronic Arts collaborated with popular Instagram influencers like David Lopez and Koya Webb to promote their gaming app, Bejeweled. As a result of the campaign, the app rose 520 places, from #702 to #182, among the top grossing apps in the Apple App Store.
Guest posting on an influencer’s blog or website is a great way to attract more traffic to your site. If their website or blog gets a large amount of traffic and is a high-authority site, it can help with SEO too. Any backlinks from their site to yours will be of high-quality which can help to boost your rankings as well as traffic.
In addition, you’ll also benefit from greater visibility and brand awareness.
A takeover is a very interesting influencer marketing strategy that’s used by many brands to generate content and gain more followers. It involves an influencer taking over your social media account for a certain amount of time.
During this time, they will be posting content on your account. When they cross-promote such takeovers on their own accounts, their followers are likely to check out your account. Not only does this give you a chance to woo your audience with some amazing content, but also grow your following.
To learn about some more influencer marketing strategies, check out the following gifographic
Indian media is growing at an exponential rate. The advent of smartphones and internet has revolutionized the Indian media industry. Backed by the growing economy, India has witness launch of a host of new TV channels and print publications in the last decade. Public Relations has therefore grown as an important part in any company’s activity when it comes to informing general public about news related to their company or products.
However, due to various factors, small and medium, enterprise, individuals, corporates have found it challenging in sending their news to relevant journalists in newspapers, TV channels or trade magazines.
India PR Distribution discovered the solution to the problem by introducing economical options for press release distribution. It is India’s first press release distribution service that sends the press-release to Indian reporters and publications including Newspaper, TV, Radio and others. Reporters can directly contact news sources. The news is distributed to online portals, Indian reporters, and bloggers. The startup is also helping many businesses in improving their marketing and PR campaigns.
Nitin Jain, Co-founder – India PR Distribution, said
We have launched India PR Distribution with an aim to bring relevant stories to reporters and at the same time, provide an easy platform for businesses to send their news to both online and traditional print and electronic media.
India PR Distribution, a new-age start-up founded in November 2017, with a 10 member team is presently based in Gurgaon. So far India PR Distribution has successfully delivered the service to more than 70 clients including Startups, Educational Institutions, and small businesses.
How it Works
India PR Distribution carefully vets every Press Release submitted on its website and checks if the news is worth reaching out the public and the topic covered is fit to be covered in a national newspaper or TV channel. The news is then sent to the Industry specific journalists and publications, therefore bridging the gap between news source and media house.
Up to 95% of buyers consider content as trustworthy when evaluating your brand and its offerings, according to insights from NewsCred. If you’re not producing quality content, you’re missing out on an opportunity to improve your brand’s credibility. With 75% of consumers expecting a consistent experience when engaging with your business – website, social media, mobile and even in person, there’s no doubt that great content helps shape the customer experience.
Whether you’re a small business or large corporate looking to improve your brand, understanding the latest trends in content marketing plays a crucial role in helping you create a cohesive omnichannel experience for your customers.
Live-Streaming Content Everywhere
While live-streaming was pretty new in the market when Facebook Live was introduced to the public in 2016, more brands are embracing the ‘live everywhere’ trend. Platforms like JW live allow publishers to harness the power of live streaming for fresh promotional and revenue generating opportunities. With everything from corporate sites to social media networks and mobile web offering outlets for real-time video streaming, revolutionizing your marketing strategy is easier. Live streaming wields a digital influence that any business cannot afford to ignore when it comes to brand engagement and monetization.
To take advantage of this trend, pick a live streaming platform that best suits your marketing strategy. Take into consideration how many followers use the platform and how engaged they have been in the past. When going live, make sure not to miss any opportunity to interact. Respond to any comments, questions or concerns. Use platforms like Twitter’s Periscope, Youtube live streaming, Facebook live video or Tumblr to live stream your promotional content. There has never been a time when original content has been so attainable and accessible in the video community. By establishing new channels for digital content creation, such as live-streaming, you can easily foster engaging and rewarding opportunities for your business.
Content Built for Voice Search
Voice-enabled smart speakers are expected to be in 55% of households by 2022, as noted by TechCrunch. There is no doubt we’re in the age of the voice search revolution. Because of the opportunities that this growing trend offers, content writing agencies and marketers are focused on figuring out exactly how to provide better content value. Businesses across different industries are testing out potential integrations between their content strategies and voice search. To succeed, you need to look beyond functionality alone and embrace voice-search marketing capabilities.
With voice search representing more than 20% of queries on Google’s mobile app, it’s important to know how best to use voice-search marketing to your advantage. After years of adjusting digital content to optimize written search, brands need to re-strategize their SEO. The goal is to provide quick answers that help you drive more traffic to your site. This involves doing more strategic keyword research to identify which keywords in your niche result in a featured snippet. Combined with AI and its impact on consumer purchases, voice search can help you gain more entity authority, ensuring your content ranks higher.
Increased Investment in Mobile Content Strategies
You can’t ignore the power of mobile content marketing. Considering how ingrained mobile devices have become in our lives, optimizing content for mobile is something that every business should have embraced by now. By 2019, mobile content advertising is expected to represent up to 72% of all digital ad spending in the US. Advertisers and marketers are increasing their investment in mobile content strategies to remain competitive. Businesses must look beyond photos, videos, and chat for their content marketing and embrace more modern mobile marketing trends like e-books, live mobile streams, mobile alerts and interactive content.
Being a marketer in today’s evolving business world is no easy work. You need to understand new platforms in the market, their impact on how customers engage with brands and stay on top of new developments. Knowing and implementing some of these latest content marketing trends will help boost brand visibility and win the favor of customers.
Denave, a global sales tech organization focused on driving revenue growth for its customers, recently unveiled its sales force automation solution DenSales. DenSales is Denave’s proprietary Sales Force Automation tool that is designed and developed to address all the existing as well as possible business challenges while implementing a feet-on-street strategy. It is a holistic solution for planning and managing the field force program, offering end-to-end visibility to all the stakeholders in the sales ecosystem.
DenSales, available in both web and mobile interfaces, has been created to address pertinent sales process issues such as inaccurate process of capturing sales data, fraudulent reporting, limited stock visibility, absence of structured communication platform, limited first-hand market insights and more.
Commenting on the product launch, Prashant Rohatgi, Global Head – Technology, Denave said
DenSales is a definitive 360-degree sales force automation solution that not only gives an absolute control of the sales process to the stakeholders thus preventing sales leakage, but it is also pivotal towards increasing the productivity of the field team. It features sales force engagement and performance, fraud prevention, on-the-go training, closed loop issue management and market intelligence. It has unique combination of mobile app and web console to capture information faster and real-time dashboards and actionable reports to disseminate seamlessly.
With DenSales, we aim to make Intelligent Sales Force Automation a reality – one that is intuitive and predictive. It will eventually act as an Executive Assistant to the stakeholders where it becomes their one-stop go-to-platform for all sales force-related business decisions. Most importantly, it will be a business essential for providing that critical last mile visibility, which in the current scenario is mostly missing. The reactions of our initial customers have been very heartening, and we are confident of DenSales becoming a business-essential and a market success soon.
Denave has been enabling sales for organizations since over 19 years now and has influenced more than 5 billion USD in revenues. Denave significantly diversified its service line in 2017 and introduced Digital Marketing and Sales Analytics as new services, contributing to revenue across all industry verticals including technology, telecom, ONG, Consumer Durables, FMCG, E-commerce, mobile wallets & more.
Denave is a global sales enablement company focused on driving revenue growth for its customers through a wide range of service offerings. The company leverages latest technology trends and disruptive approach to create effective sales engines. Denave has built multi-industry expertise partnering with global businesses and takes a solution-conscious approach to deliver best practices in sales by leveraging people, processes, technology and innovation to drive revenue. Denave has reach across 5 continents, 50+ countries and 500+ cities globally. For more information, please visit Denave
It’s always better to retain customers than to attract new ones because the cost involved in getting new customers is much higher. Around 90% of consumers shop from different brands and are not loyal to any one in particular. Therefore, it’s important to focus on developing consistent customer relationships.
Let’s take a look at four of the best ways to do so
1. Get to Know Your Customers
The more you know your customers, the better your retention will be. Do research to understand their needs and desires and what delights them the most. Understand why they make a purchase.
From your previous experience, map your customer journey. Explore the available data and analytics to understand your customers’ behavioral pattern and trends.
2. Standardize the Process
Maintain a standardized process throughout your company for a great customer experience. Create clear guidelines and make sure your employees follow them. Address different situations while preparing guidelines so that your team can be prepared for anything.
Go out of your way to give your customers an amazing experience. Surprise them. Never let the quality of your customer service drop in any circumstances.
3. Train Your Employees Properly
Train your employees, especially your client-facing and client-interacting team members. Hire the best professionals for client handling and then arrange regular workshops to keep them updated. Provide a holistic customer experience on all platforms.
4. Deliver Unified Customer Experiences across channels
To maintain consistency in customer service, it’s important to standardize it across different channels. Customers expect to receive similar experiences on all channels. They don’t like to repeat themselves if they have already told you their issue in some way.
Therefore, it’s important to keep track of every conversation you have with them. Address all of their issues promptly.
Tips and Tricks
Be it social media, your blog, or in a newsletter, stay connected with your customers often.
Find out which social media platforms your customers use the most and accordingly create a strong presence there.
Increase customer engagement.
Feedback is a very important part of building a customer relationship. Listen to what your follower have to say about your product and services.
Show them that you are acting according to their feedback.
Always appreciate them if they say good things about you, and try to solve any grievances they have. Keep in mind that you should never take a reactionary approach with customers.
Make them feel special and let them know that their opinions matter.
Leverage Inbound Marketing
Use customer-generated and influencer content to spread the word about your brand. There is nothing more effective than a good customer testimonial.
A happy customer is indeed a part of your salesforce, as they have more credibility than your salespeople have. After all, trust and credibility are the backbones of a long-term customer relationship.
Check out this infographic to discover more about these customer relationship building tactics.
Author the Author
Samir Motwani is a growth hacker cut from a different cloth than most entrepreneurs. This action oriented technophile may have been trained as a developer, but is a designer at heart. He is currently the CEO of Salesmate, a CRM tool, that is adept at developing low-cost strategies for startups, and defining best practices for budding ventures. You can find more about Samir Motwani here.