The mighty power of the micro-influencer: Going beyond the generic brand ambassadors

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There’s little doubt that influencer marketing is now a bona fide part of the marketing mix. A recent study by Affilinet found that UK consumers aged between 18 – 30 were five times more likely to purchase something promoted or reviewed by an influencer or a brand ambassador. It is the ability to bring authenticity to sponsored posts which has seen brands generate success from their influencer marketing campaigns.

As influencers become more prolific, and their audiences grow, so too do the fees they charge. Yes, that means a product or service potentially gets seen by more people, however marketers also need to take into account just how engaged and connected this larger following is. Is it possible for influencers with millions of followers to continually produce content that is relevant for and engages every single follower? – Read

Instagram Marketing 101: Using Hashtags, Stories, and More to Grow Your Business

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As far as social media marketing channels go, Instagram has been a major power player for a while. And that’s particularly true for ecommerce businesses who get access to a visual-focused platform with enthusiastic followers and high engagement.

In the past few years, Instagram has grown and evolved at a rate similar to Facebook, adopting new features at a lightning-fast rate and becoming even more valuable to merchants and users alike.

In this starter guide, we’ll outline all of the fundamentals for Instagram marketing, including how to optimize your profile, how to create high-engaging posts, how to get more results with both feed and Stories content, and how to evaluate your progress on the platform. – Read

How to Use Instagram Like a Beauty Brand

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Does your brand’s activity on its social accounts impact its search rankings? Maybe. Maybe not. But does it matter anyway?

I shouldn’t have to convince you that investing in a social media for your company is worth it; even in light of Facebook’s recent data breach, we are so reliant upon our social profiles for real human interaction that leaving them is not a real option. In fact, the below statistics from Pew Research Center’s 2018 Social Media Use Survey indicate that we’re not going to give up our social media profiles any time soon. – Read

Track Your Brand Online With These 4 Social Monitoring Tools

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Keeping track of your conversations can be an overwhelm of information — as a business you need to have more focus to determine how well your marketing strategy is performing. Getting the right tools lined up will greatly improve your research. Would you like to find out more about what is happening on your social profiles and blog? Take advantage of these social monitoring tools, and let me know how these work for you! – Read

All the GDPR resources marketers need, in one place

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In a recent Econsultancy survey, 67% of clientside marketers said they have at least partially read the ICO guide to the General Data Protection Regulation (GDPR).

But whether you have or haven’t read this excellent guide (it’s certainly the best starting point), there are plenty of other resources you will need access to if you really want to engage with the GDPR. Here’s a list of the ones I have found useful… – Read

10 top tips for those getting started with marketing automation

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Automation has been a marketing goal for many years now. Most companies have identified tasks, such as abandoned cart emails, which are better handled by an always-on algorithm than a marketer.

Yet at a recent Econsultancy event, Digital Cream Sydney, it seemed that many organisations were just getting started with marketing automation. And of those who had a few years of experience in the field, most felt they had only scratched the surface of what was available from major platforms like Adobe and Salesforce.

Fortunately, roundtable discussions allowed marketing automation experts, such as table leader David Arcidiacono, marketing effectiveness manager at Qantas Loyalty, to offer some tips, best practices, and things to watch out for to those who were just getting started on their marketing automation journey.

Here are the top 10 tips from the day: – Read

How Disney is approaching its digital transformation and fighting disruption

My Post (2)Disney’s $52bn acquisition of 21st Century Fox assets may have caused some casual observers to be surprised.

However, if you have been following Disney closely for the last few years, it will be more apparent that this move was a fundamental part of the plan to avoid being disrupted by Netflix.

In order to stave off the type of disruption that Netflix inflicted on Blockbuster, Disney has had to execute a multi year plan, that is now beginning to take shape.

The result is an approach that at the very least provides a template for how to execute a digital transformation strategy in the face of competition. – Read

 

Social Proof and the Business Case for Buying Fake Followers

Screenshot-2018-01-28-09.24.00.pngThe New York Times just published an explosive report called “The Follower Factory” detailing the black market for fake followers, likes, and comments. The reporters outed politicians, athletes, and even social media gurus who had bought followers from a company called Devumi. (The State of New York is now investigating this company).

Why would anybody buy fake followers? One simple reason. It works. – Read

What To Expect When You Start Advertising On Snapchat

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If you’re a marketer, you are always looking for a hot new platform to reach your audience. If Snapchat isn’t already on your radar, it should be. Yet we’ve all heard reservations and predictions about the future of Snapchat — from Evan Spiegel being too secretive to declining user growth at the hands of Facebook feature ripoffs.

I’m uniquely positioned to comment on Snapchat’s advertising platform. For years, I managed digital ads for Google’s most strategic brands. Now I lead marketing for Keepsafe Software, where I’ve kicked the tires on Snapchat’s offering. I also have a teenage daughter who provides me with added perspective on Snap’s market and reach. – Read

Guide your marketing efforts with an editorial calendar

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There’s no question that most health care marketers today use content marketing as part of their marketing mix. According to one 2017 study, 94 percent of health care organizations claim they used content marketing or planned to use it during 2017. For most marketing teams already running lean, creating all this new content can be chaotic. This is where editorial calendars come in.

Editorial calendars keep busy health care marketing teams on track

Editorial calendars help you define and control the process of creating content, from idea generation through writing and publication and even into promotion. It keeps everyone on track and gives transparency to the content creation process.

But just as no two hospitals are exactly alike, neither are two editorial calendars. What works for your team won’t necessarily work for others—and that’s true of both the format of your calendar and the information you include. – Read