BLOG

brand integration marketing

Viewing posts tagged brand integration marketing

How to Pick the Right Brand Ambassador

FacebookLinkedInTwitter

influencer-700x467

With the rise in popularity of social media, influencers and third party content, brands are clamoring to figure out a marketing strategy that intuitively incorporates these new marketing formats in order to obtain a competitive edge.  One of the most popular ways brands are aligning with influencers is through brand ambassadorships.

 

With so many influencers showcasing large followings and a steady stream of content, it can be confusing as to which influencer would best represent your brand. Here are four simple tips on how to pick the right influencer for your brand:

 

  1. Profile - A good brand ambassador is an influencer with a decent following who has been creating content for at least a few years. A decent following ranges from 5,000 to over a 1 million subscribers. The key thing you're seeking is an influencer with experience. You want to be sure this person is consistently posting content and that there are no large gaps of time between the posts. Influencers with good sized followings treat their platforms with a sense of professionalism which ensures they will treat your brand ambassadorship with the same respect and attention.
  2. Personality - When seeking a good brand ambassador, you will want to seek someone who fits the identity of your brand. For example, if your brand manufactures healthy skin care products, your best brand ambassadors will be women and men who are health conscious, have great skin and who speak about healthy alternatives when it comes to beauty, food and wellness. The key is to seek those who are already in alignment with your brand vision.
  3. Credibility - A good brand ambassador has the trust and validation of his/her audience because of the consistent and trustworthy content he/she has churned out over the years. Take the time to sift through some videos or blog posts and see how they handle product reviews and hauls. Are they honest about the products or do they blindly endorse any and everything they receive. A good influencer will not sell themselves to the highest bidder - they will only promote and highlight products they believe in, use and stand by. Their credibility translates into brand awareness, loyalty and recognition for the products they endorse on their channels.
  4. Professionalism - In order to foster a healthy and successful relationship with an influencer, it's highly important that he/she is professional. Being that this individual will be an extension of your brand to the public, its best to pick an influencer who converses with his/her followers in a professional manner. In addition, the influencer should be open to feedback from you in regards to campaigns and content so that both parties are happy with the arrangement. You can gather a lot about an influencer just by seeing how they conduct themselves via their social media channels. Do an audit of their Facebook, Twitter and Instagram platforms.

Signing up with a great brand ambassador can be the difference your company has been seeking. From increased consumer exposure to increased revenue, there are a myriad of benefits that come from working with an experienced influencer.

 

FacebookLinkedInTwitter

10 Ways to Boost Your YouTube Subscribers Today

FacebookLinkedInTwitter

 

subscribebuttonpillow1

In the world of influencer marketing, it's all about followers. Every day, you're seeking ways to increase your subscribers or followers so that you can garner attention from top brands and begin to make some revenue from your channels and/or platforms.

Well, here at Content Blvd, we're all about helping you create the platform of your dreams with compelling content that engages your audience and helps identify you as a thought leader and content creator.

Here are the top 10 ways to increase your YouTube followers today!

 

  1. Write out your scripts.

Preparation is the key to success. Before sitting down to film a video about your latest shopping haul or a product review, you will want to jot down a script. You may be wondering why you need a script? It will keep you organized, on task and help you describe the product and/or brand with more clarity and accuracy which equals better content and higher audience satisfaction.  

 

  1. Create evergreen content.

Evergreen content is the content that you will become known for. It's the foundation of your channel. For instance, if you're a technology influencer, your evergreen content may consist of gadget hauls, app reviews and trend reports. This is what your audience comes to you for. It's your bread and butter and surefire way to increase followers.

 

  1. Consistently post on a weekly basis.

The more often you post, the more followers you will acquire. Audiences love to see consistent posting as they feel confident you will deliver high quality content on a weekly basis. Many influencers have become one of the top sources of information for consumers when shopping.

 

  1. Personalize your video thumbnails.

Make sure your thumbnails are customized so that audiences can clearly see what the video is about before even clicking on it. You will find that your click through rate increases significantly when you start using customized thumbnails.

 

  1. Produce a channel trailer.

Giving your channel a trailer is a highly creative and effective way to showcase your channel to new followers. Make it short, to the point and a good representation of you, your content and your channel. Just like at the movies when a trailer wets your appetite, a good trailer will have followers hitting the subscribe button.

 

  1. Incorporate compelling call to action buttons.

There's nothing more compelling than including a sign up now or subscribe today button in your videos. Many potential followers will be quick to sign up when given the chance.

 

  1. Keep videos under 5 minutes.

Audiences have short attention spans so you will want to make sure your content is concise, well-thought out and under five minutes. The longer the videos, the more apt the audience will be to move on. The most highly converted videos were under five minutes according to Comscore.

 

  1. Invest in a good intro and outro.

Just like a great trailer, you will want to create a personalized intro and outro that lives at the beginning and end of your videos. This intro and outro are branding bookends that help identify your channel and lend a more professional feel to your content.

 

  1. Edit. Edit. Edit.

Great editing is the key to great content. Cut out any unnecessary footage or content that doesn't push your overall content forward. Be sure to include some interesting angles and cuts so that your videos are entertaining and  informative.

 

  1. Meta tags are your BFF.

Audiences seek out videos and content via keywords searches in major search engines like Google’s. Search engines rely upon the words you use to describe your videos, as well as the video’s titles and meta tags. Be sure to be as descriptive as possible to ensure the search engines have what they need to serve up your videos when they match a user’s search criteria.

FacebookLinkedInTwitter

A Day in the Life of a YouTuber: Three Reasons Why YouTubers Want to Work With Your Brand

FacebookLinkedInTwitter

Popular YouTubers field brand requests daily, but very few brands make the cut in this competitive influencer market. What can you do to seal a partnership with a YouTuber? Which products do they choose and which brands do they trust?

 

YouTubers value authenticity above all else. They want the brands they use to be a true reflection of their lifestyles. This authenticity benefits brands as well. When real people, in the real world, value your real brand then you have the potential to acquire a loyal customer base.

 

How do you approach a YouTuber and what do you emphasize about your product and plans?

 

1) You foster creative expression and value real experiences. Irfan Kahn, CEO of Blogmint, predicts an influencer marketing trend built around free expression. He writes on  iamwire:

 

Experiencing the product and sharing personal stories around this would drive influencer marketing in 2016. Businesses will give additional creative freedom to influencers so that they can create personalized content for their followers instead of bland product / service reviews.

 

Most YouTubers speak to their audience as they would a friend. Outsiders might not understand all the nuances within the private conversation, but should trust that the YouTuber is reaching out to their demographic in a way that the demographic understands and values. Essentially, brands that encourage the influencer to take creative liberties with the product are likely to make a positive connection with the influencer.

 

2) Your pitch is as authentic as your product. Know your YouTuber. Watch their channel. Understand how your product adds value to the YouTuber's channel and how it will add value to their demographic's lives. And be prepared to send some swag. Nikkie Phillippi, a beauty guru from Santa Clarita prefers to work with brands she already uses, likes and knows well. According to her video, and Hubspot, when an unknown brand seeks her approval "she requests that the brand send her a product to try and then makes a determination about working with the brand. She says she turns down about 90% of the brand integration deals that make it to her inbox."

 

You might send your product to multiple YouTubers without positive results. You also might find yourself wading through a sea of potential YouTubers who would benefit from your product or brand. This is where influencer marketing platforms become important. Influencer marketplaces aren't manipulative or pushy. Placing your product or brand out there for influencers to freely choose and connect with makes for an authentic relationship going forward.

 

 

3) Your brand integrates with the channel's vision, now and in the long-term.  Tyler Oakley, a YouTube personality with eight million subscribers and a strong multi-channel presence, chose a long-term partnership with Audible, where he integrates the service into his popular videos. The keyword here is long-term. Oakley explained during an interview with PBS's Frontline, that he and most members of the YouTube community spend years building their respective channels.

 

Each YouTuber earns their followers by maintaining a consistent philosophy and personality that has evolved organically alongside their channel's growth. Their followers are loyal and YouTubers are trusted. Over and over, in interview after interview, YouTubers explain that they must maintain their sincerity. Sincerity is what made them popular. They aren't fly by night and don't expect their brands to be either. As a brand, be prepared to become an organic part of the YouTuber's channel.

 

If nothing else, remember that YouTube is all about authenticity. Inauthentic product placement “could take away the one thing that makes YouTube stars so appealing,” Jeetendr Sehdev, celebrity brand strategist says. He sums it up like this:

 

If YouTube stars are swallowed by Hollywood, they are in danger of becoming less authentic versions of themselves, and teenagers will be able to pick up on that.

 

YouTubers like Oakley and Phillippi are acutely aware of their audience's predilections and most YouTubers prefer to work with brands that understand and respect their audiences and the channels they have created.

FacebookLinkedInTwitter

Why Brands are Spending Piles of Money on Influencer Marketing

FacebookLinkedInTwitter

A recent study found through a survey that 65% of brands have plans to raise their influencer marketing budget in 2016. They also found that influencer marketing is receiving greater investments than display advertising and affiliate marketing. Influencer marketing is becoming more important for businesses for the following reasons:

 

  1. Consumers Use Their Phones to Search for Product Reviews

Many consumers check product reviews online before buying a product. Even if they're in the physical store, they can use their mobile phones to read product reviews. According to Stacy DeBroff, the CEO and founder of Influence Central, one of their studies found that 70% of consumers sometimes check reviews on their phones while shopping. Even when they are ready to make a purchase, they want the best deal, so they check their smartphones for potential better deals before buying.

 

  1. Reading Product Reviews is Part of the Research Process

Customers read reviews as part of the research process before committing to a purchase. They think that it helps them make the right decision. Your brand will naturally have an advantage if a well-respected individual in your niche recommends your product through a review. Many people who come across the review will recognize the influencer as an expert in that niche and will therefore be more likely to trust his opinions.

 

  1. Not Only Millennials Care About Reading Online Reviews

The importance of online reviews extends to older generations as well, not just millennials read reviews before buying a product. In a study conducted by Influence Central and Vibrant Nation, they discovered that 95% of female consumers over the age of 45 searched for online product reviews and first-person recommendations before buying a product. 77% of the women surveyed follow brands on Facebook, and 74% admitted that they're more likely to purchase a product after reading a positive first-person review.

 

  1. Influencer Marketing Expands Their Reach

Another reason brands are investing in influencer marketing is it expands their reach. Influencers have large followings of people whom care about what they say. By connecting with an influencer in your field, you have access to his readerbase. Some of their readers will follow you because you have similar interests and are connected to the influencer they already trust. It will be easier for you to earn their trust as well.

 

  1. Boost Business Credibility

Influencer marketing is an easy way to boost your business's credibility. Once you've built a relationship with an influencer and he shares your products with his followers, your credibility increases rapidly. It will, however, take time and effort to initially connect with the influencer. Remember that no one will talk about your business just because you send an email asking. Think about how many emails influencers must receive every day from people wanting their products promoted by them.

 

  1. Increase Brand Awareness

You could have the best product, but if no one knows your business exists, you're not going to make many sales. Increasing brand awareness is important, especially for startups and small businesses that wish to grow. Influencer marketing is an efficient way to increase brand awareness because influencers already have large audiences that trust them.

 

Conclusion

Businesses are spending more money on influencer marketing this year because of how important influencers have become in the buying process for customers. Many people look to influencers for advice on what to buy and product recommendations. They trust the influencers that they have come to like. To speed up the process of earning trust from customers, clever businesses reach out to these social media stars. The benefits of an influencer posting about your business are worth the initial investment needed to build a relationship with that person.

FacebookLinkedInTwitter

Increase Brand Loyalty Through Earned Media Influencer Marketing

FacebookLinkedInTwitter

 

Despite seismic shifts in the landscape of advertising over the last century, the goal has remained unchanged since the beginnings of commerce: get people to talk. Yes, for all the fancy, flash-in-the-pan marketing strategies in existence, nothing beats good ol’ word of mouth. And that’s what influencer marketing is: priming a target audience to speak enthusiastically about a product or service. Here’s what brands need to know right now about a trend that is only ascending.  

 

The future is wide open

 

In 2016 few advertising tactics are as effective as influencer marketing. According to a statistics from Burst Media, influencer campaigns are earning almost $7 for every $1 they spend. So if money is changing hands, how is this not negatively impacting brand perception or the credibility of the influencer? It’s because successful marketers and opinion leaders have found a way to turn paid media into earned media.

 

YouTube is much more than a repository for funny cat videos. Influencers have found their home on YouTube, and they’re racking up subscribers by the millions. These stars of new media have become such a force in marketing that Ogilvy & Mather have put out a list of the top influencers on YouTube. These are often regular people who have created channels that cover everything from health & fitness to sports and gaming. In a way, you could say that the diversity of these YouTube influencers makes sense, since they represent the demographics that they’re talking to. And speaking of audiences…

 

It’s an efficient way to reach a target audience

 

You could draw a direct line from the rise of influencer marketing and earned media to the coming into their own of the Millennial generation. This group is defined as those born after 1980, and they represent hundreds of billions in annual buying power. To tap into this robust market requires a conduit. Magazine ads and billboards are relics of the Mad Men era; the hard sell turns Millennials off. They value authenticity above all else, which is why they turn to social media to see the products their peers are buying and sharing. Influencers have tapped this vein, thus becoming the conduit to which the new generation receives their marketing messages. Align yourself with the right influencer speaking to the right audience, and loyalty will follow.

 

To pay or not to pay

 

That is the question. The conundrum has to do with the fact that much of earned media is actually paid media. And many marketers are all too happy to promote this canard. Even so, the lines can easily be blurred because each influencer is different. Some, like Felix Kjellberg, whose gaming site Pew DiePie channel boasts some 42 million subscribers, are content to receive free products they can sample and review. Others, like Kelli and Daniel Segars of the YouTube hit Fitness Blender operate under the philosophy that their work is their livelihood, and they utilize the exposure the platform provides to launch their own commercial endeavors. The trick is navigating the ethics that varies from influencer to influencer and thought leader to thought leader. To go from paid media to earned media is to first and foremost ensure that the partnership doesn’t lessen the credibility of the influencer. Such tactics are transparent to today’s highly engaged consumers. Brands need to ensure that their product or service fits in the wheelhouse of the opinion leader.
These facts on the ground should act as a springboard for every marketers looking to round out his or her social-media strategy. Influencer marketing should be a major component (if not the component) of this endeavor, because doing it successfully is all but guaranteed to increase ROI and brand loyalty.

FacebookLinkedInTwitter

Native Advertising: Like Twizzlers and Guacamole

FacebookLinkedInTwitter

Let’s do a quick word association exercise. I say, “native advertising,” and you say…

 

OK, now. No cursing, please.

 

Native advertising means different things to different people. Unfortunately, much of it isn’t good. Due in large part to marketers and online publishers both struggling to adapt to a rapidly changing media landscape, native advertising, one of brand integration’s many children, quickly grew into an unwieldy beast.

FacebookLinkedInTwitter
Read More