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How to successfully work with digital influencers in 2021

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Digital creator filming a video
Influencer Marketing had a great 2020, despite all challenges

Last year, a global pandemic helped shape the way brands and influencers collaborate.

Previously, a content creator with a sizeable number of followers would easily land a new contract based on reach. However, in 2020, several other factors impacted the favoured partnerships for remote content creation.

From being able to produce photos and videos when all studios were forced to shut – reinforcing that influencers are not merely a modern way to distribute marketing messages – to showing more diverse and inclusive casts to represent brands. Influencer Marketing couldn’t have had a better year.

Additionally, in 2020, enter authenticity and timing. These two facts factors, no doubt, helped brands – and consumers – pay closer attention to the conversation in times when, most of us, had plenty of time to spot the genuine companies. We could now identify the companies who truly cared about their supporters, teams, suppliers, and the overall public. Plus, crucially, the ones that didn’t.

We are still in the early stages of a brand-new year. Things can dramatically change over the next 12 months, but we definitely need to consider how, moving forward, to make the most out of creative partnerships.

Here, six professionals with influencer marketing as part of their strategy for this year, share how they intend to successfully collaborate.

 

Find niche influencers

“We have recently doubled our social traffic by creating collaborative content with tech influencers.
When we work with technology leaders who have previously worked with IBM, Microsoft, etc., we include their quotes in our blogs. They are more likely to share the posts they are featured in with their extended network on social media. The main priority for 2021, with regard to growing our social traffic, is to primarily focus on this strategy.”

Eleanor Bennett – Digital Marketing Specialist at www.logit.io

 

Create a collaboration program
“Due to customer buying behaviour changes that have occurred since the pandemic, we have shifted a lot of our marketing budget towards influencer marketing on social media. We also plan to continue to adjust our marketing budget as we go. Most of the time, we give the influencers free products in exchange for a video testimonial/usage and recommendation. We also have a collaboration program, where we get access to influencers’ Facebook page/Instagram page to advertise their generated content. Depending on the influencer, we give $100/month base pay for getting access to their FB page. This approach it makes the content more personalized and gives our brand more reach. We also use a platform called Everflow to set up the offers that influencers can push and give them a 5% revenue share of all sales that they generate through their dedicated links.”

Ashwin Sokke – Co-Founder at vegan beauty brand WOW Skin Science www.buywow.com

 

Don’t ignore newer platforms

“In 2021, we will invest at least 80% of our social media budget into nano- and micro-influencer marketing. We are going to put it at the heart of our social media strategy. Currently, we collaborate with quite a few influencers, but we are planning to increase the number to 100+ collabs/month. We will also grow our presence on TikTok, the platform that we have somehow ignored until now. Hashtag challenges could bring great engagement for our brand.”

Daniel Seeff – CEO at www.footcardigan.com

 

More User Generated Content, please 

“It’s been difficult to yield growth on social media as a small business, especially with the current channels becoming so saturated with content, as well as pay-for-play. To cut through the noise, my social media strategy this year is to invest more in influencer collaborations to capitalize on mutually beneficial partnerships. These partnerships will allow us to share more UGC and expand our reach. More storytelling will play a big part, as we have to learn to connect better with people on social media through it – whether it’s behind-the scenes, long-form captions, more appearances from our CEO, etc.”

Lola George – Digital Marketing Specialist at www.overnightflowers.com

 

It’s an influencer’s year

“After two years in business, I noticed a big increase in sales with the onset of the first wave of COVID restrictions early in 2020. Many people were panic shopping and basically just buying anything they felt they might need during an extended home lockdown. Although we had a great year in business, once we started our second lockdown, customers were adopting a more conservative approach to purchases. Subsequently, sales dropped as shoppers aren’t impulse buying to the same degree. Our social media engagement is still healthy, but it hasn’t worked as well as before so we are switching a proportion of our budget to influencer marketing. We believe this is the way forward, because people are at home on their phones, and connecting more with big name influencers who were previously less available.”

Corey Pattakos – Branding consultant for Shopify stores and CEO at www.blkdiamond.com

 

Find influencers passionate about your brand

“We’ve just finished a podcast with influencer Bradley Simmonds (400k Instagram followers), which was a success as he fits our brand image. The days are gone of brands mostly working with influencers with the biggest following. Instead, for an influencer to be effective for your brand, the fit must be perfect. If that means using smaller influencers, then fine. This way, the passion for the brand will come across in the content created by the influencer and your chances of generating sales are greater.”

Miles Branford – Marketing Executive at personal training gym www.intent91.co.uk

Business

Write Better Copy: the money-maker in business

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Typing on a laptop
Every single word you write should have a clear purpose for your business

Here’s how a lot of people feel when they know they have to sit down and write copy:

Snow White running from danger

Snow White is terrified of writing copy

But, when done well…this is what copy can do for you…

Snow White clapping

Snow White used good copy and became rich

Think different.

Open happiness.

Because you’re worth it.

Melts in your mouth, not in your hand.

Just do it.

Just words? I don’t think so.

These slogans are glorious pieces of golden copy. And they have made a lot of people incredibly wealthy.

The biggest money-maker in business is better copy

Think about your business. Think about the time, the sweat, the tears, the work, the missed moments with your partner, your kids, your dog…so that you can build something that sustains your life.

…and then ask yourself if you’ve ever thought any of these thoughts:

My copy sounds like a term paper 

I have blank page syndrome

I’m struggling to find my authentic voice without sounding too corporate

Writing my own copy takes up SO MUCH TIME

It’s so articulate in my head but seems impossible to put into words

I don’t know what the power words are

I have no idea if the copy I write is remotely along the right lines

Yeeeeeeaaaah, I hear you. And I also know WHY you feel that way. You’re missing a key ingredient in your copywriting process. When you have it – the copy writes itself.

What is this key ingredient?

It’s the conversion process.

It’s the journey that moves people to say YES. Using data.

What does that mean? It means that the copy you write is based on science, not a stab in the dark. It’s based on research, not on a whim. It’s based on heatmaps and analytics and best practices, not on a feeling. And that means conversion. And that means more £££s for your business.

3 Steps to Writing Better Copy

Now, obviously, it’s more complicated than this. It’s not just one, two, three, and, BAM! you’re done. Each step requires time, effort, brainpower, and total commitment. That’s why conversion copywriters charge the big bucks. Because they’re not sitting at their desks, meditating, with candles lit, waiting for inspo to hit them.

They are doing research. They are mining for data. They. Are. SCIENCING.

That’s what conversion copywriters are. They’re mini-scientists. Looking at human behaviour. Establishing purchasing trends. Figuring out why people make the buying the choices that they make. So that they can write better copy. And make you oodles more money.

When they have the data they need about an ideal client, they can make magic.

Here’s what you need to do if you want to make like a conversion copywriter and write better copy.

1. Research & Discovery

Analysis. Competitor research. Voice of customer data. Surveys. Heat maps. Click trackers. Your conversion copywriter is gathering intelligence. Like an investigator. Like a PI. You’re Steve Arnott-ing your way through every piece of evidence you can find. And there’s a very important reason for this:

You connect with your audience. Show them that you get them. You share their doubts, frustrations, desires and dreams.  You deepen that connection with them because they can see that you get them. You develop trust, the key ingredient to a sales success story.

2. Writing

Once you have all the juiciness that your research has unearthed, it’s time to start writing. This requires time. It requires that you sift through everything you’ve found and identify the patterns, the recurring messages, the power words people have used, the pain points, desires, beliefs, objections, objectives, dreams, needs, fears, and regrets of your customer or prospect.

As the patterns emerge, the most prevalent information becomes apparent, and you start to create a hierarchy of messaging. You don’t deviate from this. This is your copy bible. This is what you will use to craft a message that shows the reader that you see them, you understand them, and you can help them. This is where the conversion takes place. You’re moving people from point A to point B(uyer).

3. Optimising

Copy is never really finished. It’s a living, growing beast of wonder that is pretty insatiable and is always looking to be improved. Once your copy is written, are you monitoring its performance? Are you A/B testing? Are you tracking the analytics?

Every piece of copy you write (or your copywriter writes) needs to be optimised. You have to see what is resonating and what isn’t. What is converting and what isn’t. What is working and what isn’t. That’s when you can make changes, tweaks, edits, and informed choices about the copy that’s on your website, landing page, emails, and sales pages. It’s the final piece of the copy puzzle – and every conversion copywriter worth their salt should be insisting on it. Because that’s how you write better copy.

From Fear to FABULOUS

Conversion copywriting is a no-brainer: through a very carefully tailored approach, you educate and inspire your audience. You empower them to take steps to choose themselves and change their lives. Conversion is the next logical step for them.

The purpose of conversion copywriting is to move your prospect to say ‘Yes.’ We do this through data-driven storytelling, formulas, and proven persuasion techniques.

It’s not just random writing, hoping something will land. It’s a strategy that makes money.

Every single word you write has a purpose. Every single sentence engages the reader, making them think ‘Is this person inside my head?’ and creates magic.

But it’s NOT magic. It’s a specific blend of impactful storytelling, and data.

It’s filled with high tension, drama, climax, and the final resolution, the ingredients of every good story. And your fairytale ending? Get your mission, message, and product or service out into the world. And raking in them dollah billz.

Snow White high fives her mates

Snow White high fives her fans because she used conversion copy

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Marketing

MediaCom appointed as global media agency for Klarna

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Two female friends shopping online from home
UK mobile mania: 7 in 10 customers shop more often on their mobile devices than before the pandemic | Photo: George Milton

Buy-now, pay-later app Klarna has appointed MediaCom as its global retained media agency of record. The contract began 1st February and MediaCom now executes media buying and planning for the Swedish fintech company’s key markets, including the UK, Spain, Italy, and France.

The agency’s remit excludes North America, where Havas Media Group won the retained account of the retail payments and shopping service last December.

“With this future-facing digital brand undergoing such fast expansion, I have no doubt our expertise and experience across the network will help them see the bigger picture to drive transformation and further growth.” –

Says James Marples, Global Account Director at MediaCom.

The new appointment comes weeks after Klarna released its 2021 mobile shopping report in which the company surveyed more than 13,000 consumers across 13 countries. The study highlights the unprecedented mobile shopping surges in the UK, where strict lockdown policies were in place, 7 in 10 (67%) now shop via their mobile devices more often compared to two years ago – more than in any other country in Europe, especially those that implemented less restrictive measures such as Sweden (54%).

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Marketing

CATT Marketing Funnel: how to grow your business?

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Content, Attention, Trust & Transaction marketing funnel when used with integrated marketing improves the effectiveness of your marketing efforts exponentially

In this ever-expanding internet world where you’ve so much to catch up with, individual prospecting is not scalable. You identify leads, spend energy & resources in convincing them, and if they’re not impressed your efforts are wasted. So, you’re left with no choice but to start from scratch. 

Marketing doesn’t work this way anymore. You can not waste time trying to convince just one person. Instead, you need a system that builds mass trust on its own. 

Today, you will learn how the modern CATT marketing funnel when used with integrated marketing improves the effectiveness of your marketing efforts exponentially.

What is a CATT funnel?

CATT stands for Content, Attention, Trust & Transaction. Here’s what each step means and what actions you should take. 

Content

In this step, you create content to build authority in the market. The goal is to teach the target audience about your existence. You will create content (or product) and share it using blogs, webinars, ebooks, social media, and other channels.

Attention

Once you have created content you will need to show it to your audience. Methods like SEO, paid ads, and social media work but you will use those that work for your audience. You might have already figured out who is your target audience and where they spend their time. Include major platforms in your strategy but spend more time building those you’re confident about.

Trust

With so many options available to choose from, why would your target audience go with you? They might not remember you in the first interaction. To hook the visitor you need repetitive engagement. By asking them to subscribe to your email list, follow you on social media, or retarget using paid ads you can keep nurturing them.

Transaction

Once they start trusting you, the final step is to present your offer. But you still need to clear some last-minute doubts. Social proofs, client testimonials, and more help them make the final decision. And that’s when the sale happens.

So this is how the CATT funnel works. Combining it with integrated marketing will help you use it to the fullest. 

What is integrated marketing?

Digital marketing is a vast topic. And its subtopics like content marketing, email marketing, social media marketing are big topics on their own. You can’t get massive results if you use just one or two of them. Instead, you must combine them all. This is called integrated marketing.

In integrated marketing, all steps work on a loop such that you do some work and the system works by itself. Here’s how it works:

  • You drive traffic from SEO, social media, and paid ads to the content you create. 
  • When your audience interacts with the content they also subscribe to your email list or follow you on social media.
  • You keep building trust by sharing social media updates or sending regular newsletters. 
  • Once they trust you, they’re ready to invest.
  • But since the process is automated, new visitors will keep landing on your content and the cycle runs on its own.

This is how combining the CATT funnel with integrated marketing decreases the workload. 

Why use CATT funnel with integrated marketing?

CATT funnel and integrated marketing work with each other’s strengths and help you increase revenue by doing minimal work. Here are some more benefits of using them together:

  • Focus on the right things – By automating the process you will avoid the constant urge for content creation. And you will focus on things that matter such as product creation or tracking the funnel results. 
  • Automation is easy – By using automation tools you can automate most of the steps such as emails and social media.
  • Brand positioning – Having a consistent brand story across all channels will help you build a strong brand image. 
  • Reach larger audiences – By using various channels together you reach more people and grow your customer base.
  • Works on its own – The system works on a loop such that new leads keep entering the funnel and moving ahead.

How to use CATT funnel with integrated marketing?

It’s not difficult to use them together because the CATT funnel is automatically applied with integrated marketing. Here’s how both of them work together.

integrated marketing and CATT funnel

Image Source: DigitalDeepak.com

 

Content

Content marketing is an effective marketing strategy that generates long-term results. No doubt, creating quality content is the backbone of the entire process. Because you will get benefits like social media shares and search engine rankings only if your content is worthy. Quality content helps you build trust and authority. Therefore, you must always focus on providing value through your content.

But content alone won’t do wonders for your business. You still need people to read it. 

Social Media

Social media is the best place to market your content with the potential to reach billions of people. Only quality content and a consistent brand story can help you position a strong brand on social media. Here are your goals with the two:

  • Content should be engaging so the audience shares it and helps you increase your reach. 
  • A strong brand story should be consistently shared across all platforms.

Related: How to use LinkedIn for Business?

SEO

Social media requires constant effort. But, SEO brings quality traffic for free. Therefore, SEO must be a part of your strategy. Optimize your content with on-page SEO practices and use social media signals to gain better search engine rankings. Avoid manipulative SEO strategies at all costs if you don’t want to get penalized.

Paid Ads

Paid ads coupled with the above methods speed up the process. Whether social media ads or Google ads, use them to increase traffic or email subscribers. Overall, they’ll help you in making more revenue. 

Email

Email marketing is the most important part of the system because it helps to nurture your audience. No one purchases within their first interaction. Email marketing can help you make that constant communication to build trust. 

Social media, SEO and paid ads will help you grow the email list. Then all you need to do is to hook the subscriber, either by sending them nurturing emails or free quality content, so they become your loyal fans.

Sales

When you have established trust, that’s when they make a sale. Or think it this way, when you provide valuable free information that’s when they trust to invest in your paid content.

So this is the integrated marketing process that is built on automation in such a way that each step has many leads and the funnel is working on a loop. 

However, it depends a lot on testing as businesses have different marketing needs. Once you’re successful in enabling a working system you’ll notice benefits like better brand positioning, email list growth, revenue, and more on autopilot.

Final thoughts

Integrated marketing and the CATT funnel work together to create an unbeatable strategy. The best part is you’re targeting many people at one time. Of course, quality content is the heart of all. If you can create valuable content then only the other steps work. 

This process, too, is no overnight success, you will have to keep your marketing efforts consistent to reap the best results. Just by tweaking a bit, you can convert a tiring process into a masterful automated strategy that works for you even when you don’t. 

So, what are you waiting for? Build a marketing strategy combining the CATT funnel and integrated marketing and increase your sales!

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