From Business2Community: Influencer Marketing 101

influencer marketing 101

“Most marketers don’t need another blog post convincing them to hop on the influencer marketing bandwagon.

They get it. It’s effective – influencer campaigns drive 11 times more ROI than traditional forms of digital marketing.

The problem is that everyone’s an influencer now. Follower count doesn’t necessarily translate to influence anymore. Everyone with an opinion about your product or service that posts on social media has the power to influence their friends, family, and coworkers.

Research by Markerly shows that Instagram influencers with fewer than 1,000 followers have a like rate of 8%, while those with between 1,000 to 10,000 followers only average around 4%. Once a social media influencer reaches a critical mass of followers, audience engagement actually begins to decrease.

So does this mean we can only ever have one or the other: engagement or reach? Is there a happy compromise? How do you find the right individuals that will represent your brand and drive ROI?

The key lies in picking out the right influencers and getting them on board.

Heres how:”

influencer marketing 101

My Marketing Campaign Checklist

ludell jones

My marketing process is ever-changing and evolving but I’ve found that the more organized and repeatable I make my processes, the more effective our campaigns are. These systems do take a while to develop as they are totally dependent on what works for you and your product or service. There’s a lot a trial and error, but it does help to have somewhere to start.

I’ve created this skeleton checklist for the marketing process that I follow every time I launch a marketing campaign. When I’m planning out the details of my campaigns (usually a month ahead of time or more), I just copy this list and build it out as I discover more details and develop my ideas.

When I’m working on the campaign, I simply format the text on my Google Sheet to strikethrough the elements of my campaign that have been completed. That way, I can see my progress at a glance, I never feel lost or forget what I’ve done to promote my campaigns, and I don’t leave out any of the important actions that drive traffic to our content.

We’re a small team and a lot of responsibility rests on my shoulders. It’s not feasible to store something like this in my head or constantly retrace my steps. Plus, creating these processes as you find constants and things that work makes your business scalable. It also eases the process of on-boarding employees.

If you’re struggling with feeling overwhelmed by digital marketing –or marketing in general– for your business, I invite you to start with this checklist and integrate it into your daily marketing activities.

ludell-jones


A few of notes about this checklist:

  1. To use it and make it editable, you’ll need go to “File” → “Make a copy” to save to your own Google Drive account.
  2. I’ll be constantly updating the sheet so check back in for improvements.
  3. The Pre-Launch phase of marketing is the most important. Do not neglect to prepare your marketing resources ahead of time or you’ll be faced with a mountain of work on Launch day. NOT IDEAL!
  4. In addition to striking through tasks as you complete them, you’ll want to add links to corresponding text so the resources can easily be found. If you keep all of your images and blog posts in a file on Google Drive, this checklist will be even more convenient for you. Any document you create or image that is uploaded comes with a link, which you can add to your checklist to stay organized.
  5. Create a separate folder in Google Drive for every campaign that you launch. That way, you can return later to repeat a campaign and you’ll know exactly where everything is.
  6. Make whatever changes you need to…this checklist was created with our training and events in mind.
  7. Usually, these campaigns last about 3 weeks. For smaller/lighter campaigns that last 1-2 weeks (those not directly related to new product launches), you can trim down some of the promotional activities if it makes sense to do so.


If you have any questions about this checklist or tips of your own to share, Tweet at me.

My Digital Marketing Toolbox- Updated for 2017

If you want to see what was on my list last year, check out My Social Media Management Toolbox: 10 Tools That Will Upgrade Your Marketing Game.

digital marketing toolbox

Social media management is only a tiny part of what I do for Eazl and, for that reason, I’m always looking for new tools, apps, and knowledge that will make me more productive and effective with online marketing initiatives. Last year, I put together a list of the tools I use regularly for social media management and I’ve changed the way I do things since then so I thought I’d update my toolbox for you.*

One thing you’ll notice from the list I put together below is that we’ve been investing heavily in Instagram, at least compared to January 2016. I’ve planned this out for a couple of reasons: our work is highly visual so it fits well there and I enjoy using the platform, which keeps my use consistent.

  1. Social Media Follower Management App
    The app that I use is currently no longer in the marketplace, but find any free app that allows you to see recent unfollowers and followers so you can easily manage your Instagram and Twitter accounts (including catching those annoying users who follow only to receive a follow back and then promptly unfollow).

Apps like this are such a time saver and they enable growth on social media accounts by keeping the number of accounts you follow reasonable and providing analytics on the growth of your account. Plus, it’s super convenient that you can use it on your mobile device!

Remember to try to only follow accounts that are actually relevant with content you actually want to see.

2. Repost It! App for Instagram
I’ve been using this app for a few months now and I really like it. It’s great for sharing posts in between accounts. In our case, I’ll sometimes cross promote between my personal account and the Eazl account.

3. Boomerang App
I love the new dynamic that Boomerang brings to Instagram! I use this app most often when we’re doing something out and about for Eazl, like filming or traveling. I’d like to start featuring more people in my Boomerang posts but haven’t worked it into my process yet.

4. Eventbrite Organizer App
We don’t host as many events as we used to and I’d like to change that as we move into the second quarter of 2017. The organizer app is great for keeping an eye on sign ups while traveling or during a heavily scheduled week. I really don’t like having to log into my account every time I want to check our RSVP numbers.

5. Instagram Stories
I am loving Instagram stories (especially because I REALLY don’t like Snapchat…I REFUSE to become a Snapchatter) and it’s the perfect way to get your content prioritized over other users’ content. It’s kind of like a reminder…”Hey, remember us? You followed us on Instagram a while back and you should come check out what we’ve been posting lately.”

I also like how casual Instagram Stories can be. It’s really about showing users what you are experiencing at the moment and doesn’t need to be anything fancy, however, I recently saw a fun, interactive, and thoroughly planned out campaign that a retailer published via Instagram Stories and it inspired me to think outside of the box in the future.

6. Likestagram
Now, before you go “poo-pooing” bots, they are the future so you better get used to them. With Likestagram, you can target the bot to like posts with hashtags of your choice. That way, you’re bringing in new views to your profile from users that are relevant at a higher rate than would be humanly possible otherwise.

Of course, you want to pair your Instagram growth through Likestagram with your traditional digital marketing efforts and make sure you have good and consistent content to post.

I like to go back to Likestagram and edit my hashtags to reflect my three most recent posts so visitors feel like they are in the right place when they arrive after the bot has called their attention to us.

7. Facebook Retargeting Pixel
I’ve been building my pixel power on Facebook for about a year now and the audiences I’ve created with my pixel a finally becoming large enough to use in my retargeting campaigns.

The retargeting pixel, in my opinion, is the only feature that makes Facebook actually useful to businesses. They’re lucky they have that because I would otherwise drop Facebook from my marketing mix without a second thought about it.

I trust Mark Zuckerberg about as far as I can throw him. If you aren’t from the west, that means I think he’s super shady. 

I know, Instagram is now owned by Facebook and I am using that platform a lot…it just doesn’t have that Zuckerberg stink of a platform that was originally launched to rate women’s appearance on college campuses (barf).

  1. Social Media Examiner
    I’ve actually followed Social Media Examiner since it started and I started social media management. That was around 2010. I have yet to find another source for up to date content about social media marketing that is as good or as useful as they are. So, I continue to use it as the main source for staying up to date with the social media bit of digital marketing.

I don’t have as much time as I used to so I skip to only the most relevant posts for my use case and I use Feedly so all of my news is in one place.

*Note that I still use all of the tools mentioned on last year’s post except for Crowdfire (that one didn’t stick).

See any tools that you love that I’ve now failed to mention twice in my lists? Leave a comment below!

You can connect with Ludell Jones on LinkedIn, Twitter, or in the private marketing group she manages.

eazl-marketing-training

How to Define Your Tribe

Define Your Tribe

Who is your offering for? When you know this, you’ve made a huge step forward. The old way of thinking about this “who” question was through demographics; segmenting the world based on age or sex or race. But, that’s not that relevant.

What’s relevant is the stories that people tell themselves.

You want to find a group of people that share the same dreams, that share the same fears, that share the same histories and stories. You can call these people your “tribe”.

You want to reach and serve this tribe. And once you’ve identified your tribe, you want to make sure that you’ve identified them in a way where you know where they hang out because it’s a lot easier to reach out to people if they’re all on the same island than if they’re spread out everywhere.

You want to make sure that you know your tribe and you know where your tribe hangs out.

define your tribe

Let’s take Namita for example. She’s thinking, “Who are we going to serve with our search engine optimization offerings?” Namita might think, “Well, I know a lot about travel and travel writing and I also really value lifelong learning and e-learning. So, what tribe could I serve well with these skills and special characteristics?”

She might think, “Alright, so travel and e-learning. Maybe an international school for graduate students. Maybe that’s a good tribe for me to reach out to. Maybe travel organizations that specialize in educational experiences. That’s another tribe that I might reach out to.”

Now, Namita knows her tribes and she’s going find out where they hang out.

What blog do they read?

What newsletters do they subscribe to?

Once she has that equation, she knows a lot more about the audience that she’s serving, which is critical to success in marketing.

These ideas come from Seth Godin, who’s a brilliant marketer. You might want to check out his blog or read some of his work.

eazl-marketing-training

Maja Voje’s Growth Hacking Library

maja voje growth hacking library

Maja might look familiar to you…and she should! We featured her and her list of 70+ tested free growth hacking tools as a part of #beyourowninspiration last month and she led a webinar for us about her experience growth hacking a Kickstarter campaign last summer.

This time (what can I say…she’s a mover and a shaker), I want to share Maja’s Growth Hacking Library, which features lists for basic resources, experiments, basic models, epic growth hacks, influencers, and 2.0 learning resources. Thanks for included our course, Maja!

Did you know that Maja is rated among the .1% of growth hacking influencers? Go Maja! We’ll be rooting for you!

Check out Maja’s Growth Hacking Library here and follow her on Twitter for more growth hacking resources.

Maja Voje’s 70+ FREE Growth Hacking Tools & Frames

eazl-maja-voje

Maja Voje is a beloved member of our community; one of our earliest adopters whose intelligence, skill, and collaborative nature serves as an inspiration for us to keep doing what we do.

Recently, Maja created this guide of over 90 free growth hacking tools “to bridge the gap between tool discovery and implementation.” The world of growth hacking is young and it seems like new tools for growth are launched every day. That’s what makes Maja’s work so useful.

And she’s tested all of them herself.

You can find her nine favorite tools here and view the whole list here.

Not sure what growth hacking is? This might help you understand.

While you’re at it, you might want to take a look at this event we hosted with Maja about Growth Hacking for Audience Identification, Lead Generation, and Fundraising.

Last year, Maja was the growth hacker for Bluejay, a team that raised more than $80,000 on Kickstarter to build a smartphone mount for your car. In this interview, we discuss audience testing on Facebook, virtual teams, and raising money on Kickstarter.

 

You can also connect with Maja on LinkedIn.

Kickass Females, the Miracle Earbud, and the End of Free Content

Learn about what’s next in natural health in a brand new episode of What’s Next as we visit Sonoma County, California. Live only on the Eazl YouTube channel next week!

• Spotlight on Kick-ass Females
We want to highlight a few of the rising star females in the Eazl community and have made a few original interviews with some of them available to you on the EazlBlog. For example, Jessika Jake of Rist Wellness gave a killer interview about what she’s learned from designing, manufacturing, and distributing a physical product that she invented. Here’s her interview.

We’re looking to feature more of you smart people. Find out more here.

• The Earbud that Translates
Pilot, an instantly-translating earbud from Waverly Labs, is one of the most anticipated pieces of new technology in the last decade. It promises to translate from any major language into your ear in real time and plans to retail for $299. See their crowdfunding video here.

• Will the Free Content Era End Soon?
With the rise of fake news, internet trolls, and low-quality journalism we think that a new era of paid-for content will emerge soon. Information is power and we think it’s in (some) peoples’ interest to pay for access to good content and quality discussion forums. What do you think?

Subscribe to Eazl here

Interact with the Eazl community:
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Twitter
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From Social Media Examiner: How to Create a Facebook Messenger Chatbot

facebook messenger chatbot

“Does your business want to do more with Facebook Messenger?

Interested in using a chatbot for customer service and marketing?

Facebook Messenger chatbots can help your followers get answers to frequently asked questions and more.

In this article, you’ll discover how to set up a Facebook Messenger chatbot for your business.”

facebook bot

successful content

Learn how to set up a Twitter bot here.

Don’t Get Your News from Social Media | #WhatsInYourFeed

It’s so easy to get complacent and start using social media networks as your primary source of news. Don’t do it! We need to feed or brains good stuff–not stuff that’s designed specifically to get us to click, comment, and share.

In our Advanced Management Training course, we recommend that you migrate your news-gathering to Feedly.com–a free RSS reader that has a few key benefits. First, you’ll get your news on chronological order rather than an algorithm that’s designed to get your attention. Second, you’ll be able to customize your news feed to include very specific elements–like the RSS feed from a competitor’s blog.

Here are a few of Davis’ RSS feeds:
(1) The Financial Times global headlines
(2) The Latin America Daily Briefing
(3) The MIT Technology Review

What’s your favorite news feed? Tweet at us with #WhatsInYourFeed.

 

Top Google Searches in 2016

In this week’s Brain Boost: top Google searches in 2016.

We’re going to talk about some of the surprises in 2016’s Year in Search so that you can use some of these concepts, perhaps in your marketing on your social media profiles, etc.

One of the top breakout searches of 2016 was minimum wage related content. We saw soaring interest in the future of work as people fear job displacement from AI and automation. A related breakout term was Universal Basic Income. If you’re interested in learning more about this, you should watch the TechCrunch Disrupt interview with Y Combinator founder, Sam Altman, about tech, the government, and the future of wages.

On the lifestyle front, people seem to be in love with the beach. Specifically, drinking cocktails related to the beach. Some of the most searched terms in 2016 were sangria, strawberry daiquiri, Sex on the Beach, and mojito.

Also, 2016 was the year of true crime. Millions of people became obsessed with true crime shows like Making a Murderer and The People Versus OJ Simpson. As a wave of distrust in government sweeps the country, people want to hear about the breakdown and failures of government institutions.

I want to know what trends you saw breakout in 2016. Tell me your 2016 trend in the comments below.