Tag Archives: how-to

How To Set Up An Influencer Marketing Campaign

influencer marketing
Our mind is like a sponge. We take in bits from every conversation, online and offline, to help form opinions and guide our purchasing decisions.

Some people hold a higher place of influence so when we are faced with a purchasing decision, we turn to these influencers to guide us. And brands are beginning to pick up on this as a marketing avenue.

If executed properly, an influencer marketing campaign can have a positive and powerful affect on a brand. But in order for all the pieces of the campaign to fall in place, it needs to be executed properly, and the first step is setting it up for success.

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How Important is Your Influencer Marketing Campaign’s Project Brief?

 

campaign briefsWe get it. Working with influencers is exciting and new, and it’s hard to be patient when you know the campaign’s potential reach and amplification. But, just like you wouldn’t rush into buying a new house or planning your content strategy, you don’t want to rush into an influencer outreach campaign without carefully preparing a project brief.

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How To: 6 Basic Steps to Manage Influencer Outreach Campaigns

HOW TO-

On the surface, influencer outreach programs are relatively straightforward:

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How To Search For Influencers: 4 Tips To Make It More Efficient

Finding and building a list of influencers can be a very tedious and challenging task. A successful search is based around how well you can target the type of person you are searching for and what strategies you are using.

finding influencer

photo credit: aussiegall via photopin cc

Generally, the only types of influencers that willingly gather and create their own networks are mom bloggers. If you enter a Google search for moms in any state or province, you will probably find a website or directory of reputable and region specific mom blogger “networks” or “circles”. For other types of influencers – this is not the case. Searching for people who are influential on the topic of sports, travel, health, or technology is not as easy and will require more digging. While working at InNetwork for my co-op term as an influencer analyst, I have come up with many strategies to begin building a great list of influencers – whatever the target category, audience, or region is. Here are my top 4 tips to start building an ideal list of influencers:

1. Start with a general Google search

Always begin your search by writing: “top [topic or category] bloggers [location]”. You should see many results showing lists of top bloggers and experts that have been compiled by journalists and fellow bloggers. Make sure you sift through a few of these articles and check out each blogger’s profile. After looking through a few lists, you should have a clear idea of what your ideal influencer will look like.

  • A search for technology influencers in the United States could be formatted as “top tech bloggers usa” or “top technology bloggers usa”. Play around with your wording a little bit to see how your results will vary!
  • To search for fashion bloggers specifically in California, I would begin  by typing “top fashion bloggers california”, which will come up with the following results :

top blog search for influencers

2. Search for individual blog pages

Another good way to find relevant blogs is to type “blog home pages for _____” on Google for whichever topic or category you are interested in. Each search result will come up as a link to an individual blog home page. So far, I have found some great niche and hard-to-find influencers by using this technique!

  • A search for environment bloggers could be formatted as “blog home pages for environment”, “blog home pages for sustainability”, or “blog home pages for environmental sustainability”. You can get very specific with your choice of keywords  in this search technique.
  • To search for blogs specifically related to the outdoors and hiking, I would type “blog home pages for hiking”, which will come up with the following results :

search for influencers blog home

3. Search for Twitter influencers

If you are looking for people specifically influential on Twitter, then this will definitely be a favourite. In the Google search bar, type: allintitle: (top OR popular OR influential) ___ “to follow on Twitter” for whichever topic or category you are searching for. This search tool has been very helpful in finding lists of relevant people that have already been identified as influencers. My experience with this search technique is to avoid being too specific. For example, if I were searching for health influencers, I would type “health” or “healthcare” as the keyword, rather than “health experts”.

  • To search for influencers related to health, I would type ” allintitle: (top OR popular OR influential) health “to follow on Twitter” “, which will come up with the following results :

search for influencers twitter

4. Search through blog rolls

Hopefully after using a combination of the above steps, you will begin to have a great list of ideal influencers. Checking out your ideal influencer’s “blog roll” or “friends” section of their blog is extremely valuable.

  • A great example of a valuable blog roll can be found on “The Dapper Dude”, which is a men’s fashion and lifestyle blog:

Screen shot 2014-03-12 at 1.29.53 PM Screen shot 2014-03-12 at 1.26.44 PM

The author’s blog roll provides links that are similar to his blog, which is great because this type of influencer can be hard to find. If you have found your ideal influencer, chances are that the blogs they recommend and endorse will also be ideal- which is definitely not something to overlook.

I hope some of these tips help you to search and build lists of your ideal influencers. Do you have any other tips that work well in your search for influencers? Let me know in the comments!

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6 Easy Tips to Write Better Blog Posts

Every blogger wants to write better blog posts. They want more shares, more views, more conversions. But when it comes time to writing blog posts that perform, a lot of bloggers tend to fall short. But why?

write better blog posts

photo credit: Maria Reyes-McDavis via photopin cc

Great blog posts aren’t only interesting to read, they usually follow a certain structure. And it’s important to have at least a few of the elements below in your posts in order to get the best performance. It doesn’t matter if you’re a business blogger, a fashion blogger, a parenting blogger, or a lifestyle blogger, these are applicable to any types of posts to ensure that people click through, read your article, and share.

1. Write A Captivating Headline

The most important part of your blog post is the headline. When you see an article in Google, on Twitter, on Facebook, or in your RSS Reader, what draws you to click on the link is the captivating headline. Go to the store, and walk in front of the magazine isle. Look at the magazines in the first row, and pay attention to the headlines. Anything attract your attention? Now look at the magazines in the back shelf – how interesting are the headlines? The ones in front are better, right?

It’s the same with blog posts – the better the headline, the better chance that people will click, read, and share your article. So what type of headlines can you write?

The provocative headline

You often see these types of headlines at major news sites (like the Huffington Post), or in magazines. Here are some great examples from the Huffington Post:

Use psychology to help with headlines

Search Engine People wrote a great post about the psychology of a great headline. People are prone to read articles that help them do a certain task, help them avoid doing something bad (fear), or that’s really easy to read (because people are lazy). If you can write a headline that induces psychological factors, you’re definitely going to get more views. Here are a few examples of these types of headlines:

2. Use Quality Images

The second most important thing in my opinion (right after the headline) is the image. Think about the nature of social media and sharing content over the internet. Think about what Pinterest, Facebook, LinkedIn, and G+ all have in common. When you share an image on any of these networks, there’s a snippet that shows the headline, and the featured image in that post. People are attracted by quality images on these networks. If you want people to click through, you better have a good image attached to your post. Use a tool like photopin.com to find images using flickr’s creative commons agreement. It has multiple search filters that you can use to find the best, most interesting image for your blog keyword. You can also filter by commercial and non-commercial image rights as well.

*Bonus: Change the name of your image when you save it to your blog post keyword to help with search results. Also, add that keyword in the image Alt Tag. This should help with SEO.

3. Make Use of Subheadings and Formatting

If you want people to read through your whole post, you need to make it easy for them. Use subheadings, especially when you’re writing long-form content. This will let people know what the paragraph is about, in case they only want to skim through your post. Also, when using a list type post (like the one I’m writing here), it lets people know how many more points you will be making in your article.

Don’t be scared to use bullet points and numbering as well. It helps break the text, so it doesn’t seem like a long-form essay. Quick bullet points can help with:

  • breaking down text
  • highlighting key-findings in an article or paragraph
  • make big ideas easier to digest

Also, use italics when you want to add bonus notes or opinions, and use bold text when you want to highlight an important point in a paragraph. If people were to skim through your article (which they most likely are), could they still get the gist of what you’re saying?

4. Make It a Conversation

A blog post is not a news release, and it shouldn’t be. Blog posts are meant to be conversation starters. What I hate the most about reading a bad blog post is when someone makes a statement like “one must look at all aspects if one wants to form a proper opinion…. blah blah blah…” Are you kidding me? Are you really going to use “one” to refer to a person in your blog post?

The point of your post is to spark conversation. To write like if you’re speaking to the the reader directly. Don’t be scared to use “you” or “I” in your posts!!! It makes it a lot easier to read. Oh, and don’t use any words you wouldn’t use naturally in a conversation – it’s just weird. And don’t be afraid to start a sentence with “and” or “but” (see what I did there?), this isn’t a university essay. It’s blogging. It’s conversation. Make it happen.

5. Know What Your Readers Want

Often when we write as bloggers, we tend to write about stuff that we like, or stuff WE want to talk about (I’m definitely guilty of this myself). But what makes a blog post exceptional is when we write something that our readers really want. And there’s no way to figure this part out unless you put yourself in the shoes of the reader, and do a bit of research.

Use a tool like Google Adwords Keyword Tool to find out what people are searching for. You can often find long-tail keywords that will help spark ideas for headlines and articles that match what people want. You can also use Google Trends to see what keywords are making way in people’s search results, and try to capitalize on that.

Another way to get information from your audience is to simply ask. Use a plugin like “What Should I Write About Next” to get information from people. You can also use something like “Lead-Converter” to get more information about what your audience likes, or doesn’t like, or if they’re ever interested in trying out your products. You can also use the good-ol’ Survey Monkey to find out basic information about your readers, and send it out in your newsletter.

6. Use a Call-To-Action

One of the biggest mistakes that we all make as bloggers is we tend to forget to use call-to-actions at the end of our posts. We spend so much time researching and writing, but what do we want people to do once they’re done reading? Do you want them to subscribe to your newsletter? Do you want people to participate in a conversation in the comments? Do you want people to register for your giveaway? Or do you want people to buy your products?

If you don’t let people know what to do at the end of the post, how are you expected to get results? People can’t read your mind. Don’t waste all of your content by not having a clear call to action.

 

So there you have it! These are my six points to help you write better blog posts. What’s your advice? What am I missing here? What don’t you agree with? Keep the conversation going by leaving a comment below! :) If you’re interested in finding out more about what we do at InNetwork, start a 30-day free trial.

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