Tag: Influencer Marketing

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4 Principles of Marketing Strategy – Brian Tracy

A short clip from my Total Business Mastery seminar about the 4 Principles of Marketing Strategy. Want to know: How do I get customers? How do I determine my target markets? What’s my competitive advantage? http://bit.ly/29heNou Move toward any goal, big or small with my FREE guide in the link above.

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The Integrated Marketing Organization: How to Lower Waste, Increase Collaboration, and Turbocharge Performance – NewsCred

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Integrated marketing — possible now more than ever because of technology — is the solution to many of the challenges facing marketers today. The old established marketing models have broken-down, there’s mounting revenue pressure and scrutiny on marketing investments, and there’s a laser focus on minimizing risks and maintaining security, especially in the new era of GDPR………

Read more: https://insights.newscred.com/ebook-the-integrated-marketing-organization/

 

 

 

 

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How to Use Influencer Marketing – Ask the Pro By Grant Cardone

Bill Carmody is an international marketer having been in the internet marketing space for 22 years. He asks the question—how do you leverage networks to gain influence? The easy route is to pay and put campaigns on autopilot. There is a better way—finding influence marketers—people who have a big audience but havent figured out how to monetize them.

How do you go to the next level and scale? Get involved with niche players who are highly engaged in their spaces. The cost of what you give them versus the value they give you is exponential. If you optimize for fame, you don’t get fortune, but If you optimize for fortune, you will get fame. Click here for more Ask the Pro….

 

 

 

 

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They Are Making Millions of Dollars of Influencer Marketing – Gary Vee

It’s not “everything is changing”, it’s “everything has already changed.” There is such a massive disconnect between people and what’s already going on… AI, VR, AR, mobile, digital, voice, etc. already are ruling our lives. I will be and already am successful because I am seeing this and noticing that this is where the attention is… I am day trading people’s attention.

Thank you for watching this video. I hope that you keep up with the daily videos I post on the channel, subscribe, and share your learnings with those that need to hear it. Your comments are my oxygen, so please take a second and say ‘Hey’ ;). —

Follow my entrepreneurial journey here: https://www.youtube.com/playlist?list… — ► Subscribe to my channel here: http://www.youtube.com/subscription_c… ►Check out my second channel here: http://www.youtube.com/GaryVaynerchuk — Gary Vaynerchuk is a serial entrepreneur and the CEO and founder of VaynerMedia, a full-service digital agency servicing Fortune 500 clients across the company’s 4 locations. Gary is also a prolific public speaker, venture capitalist, 4-time New York Times Bestselling Author, and has been named to both Crain’s and Fortune’s 40 Under 40 lists. Gary is the host of the #AskGaryVee Show, a business and marketing focused Q&A video show and podcast, as well as DailyVee, a docu-series highlighting what it’s like to be a CEO, investor, speaker, and public figure in today’s digital age. Make sure to stay tuned for Gary’s latest project Planet of the Apps, Apple’s very first video series, where Gary is a judge alongside Will.I.Am, Jessica Alba, and Gwyneth Paltrow. —

Check out my Alexa skill!: http://garyvee.com/garyvee365 — Follow Me Online Here: 2nd YouTube: http://youtube.com/garyvaynerchuk Instagram: http://instagram.com/garyvee Facebook: http://facebook.com/gary Snapchat: http://snapchat.com/add/garyvee Website: http://garyvaynerchuk.com Soundcloud: http://soundcloud.com/garyvee/ Twitter: http://twitter.com/garyvee Medium: http://medium.com/@garyvee Planet of the Apps: http://planetoftheapps.com Podcast: http://garyvaynerchuk.com/podcast Wine Library: http://winelibrary.com Official Merchandise: http://garyveeshop.com

 

 

 

 

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The Seven Needs of the Content-Centric Marketing Organization With Planning – Rachel Haberman

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This article is Part Two of a series on the needs of a content-centric marketing organization. Read the full series for more coverage.In the earliest days of content marketing, in the days when it was mainly an SEO play, content planning was, if not necessarily easy, at least simple. A list of content topics; a calendar of deadlines; ready, set, execute.Today, a robust content plan better resembles a complex system than a simple list……..

Read more: https://www.skyword.com/contentstandard/marketing/the-seven-needs-of-the-content-centric-marketing-organization-part-two-plan/

 

 

 

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Buyer Personas: Inbound Marketing’s Own Criminal Minds – Douglas Phillips

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Inbound marketing is, more often than not, all about knowing how your ideal customers think.

Having a solid grasp of who your customers are, what they want when they visit your website, and how they usually like to consume information can help you craft more effective messaging for your marketing efforts.

In a recent call I had with a customer, I was trying to explain why buyer personas are important and how they work. The customer wanted to know how buyer personas helped them and why they should bother doing the research.

One of the first things that I thought of to explain the concept of buyer personas was the concept of criminal profiling a la the show Criminal Minds.

How Is Making a Buyer Persona Like an Episode of Criminal Minds?

You might be wondering what a TV show and your marketing efforts might have in common. Surprisingly enough, quite a bit!

If you’re not familiar with the show Criminal Minds, the basic gist is that it’s a crime drama about a team of FBI profilers who analyze the actions of various criminals to:

  • Establish the criminal’s background;
  • Determine elements of the criminal’s psychology and beliefs; and
  • Predict the criminal’s future behavior.

Using this information, the team creates a profile of the criminal that they then use to identify and capture them using various psychological ploys that take advantage of the criminal’s tendencies.

In a way, creating a buyer persona isn’t all that different from the criminal profiling used by the FBI team in the show.

The main differences are the scale of the profile and the goal. Where Criminal Mind’s FBI team is analyzing the actions of one person to do a deep dive into their psyche, you’ll be looking at the actions of many different people to establish a general pattern of behavior.

Creating a Buyer Persona

Buyer Persona Graphic

So, how does one create a buyer persona that will actually be useful?

A good place to start is by analyzing all of your top-performing customers. These are the people who bring you the most business with the least drama or heavily evangelize for your company. They are the customers who you’re always happy to see in your office or to hear from on the phone.

Note that these personas aren’t necessarily going to be based on your biggest clients, but the ones who bring you a lot of business.

Yes, there is a difference.

For example, you might have a client that’s a large company with big orders, but they may experience so many issues that they end up eating more resources that are worth more than what they pay you for. They might not be the best client to target for a customer persona.

When looking at your highest-performing accounts, try to take a look at:

  • What it is that they’re looking for on your website;
  • How they reached your website; and
  • How they used your site.

Those first two points are easy enough to find by checking your Google Analytics (or HubSpot Analytics) tools to identify traffic sources and which pages had the most views and fewest bounces. The third bullet might be a bit trickier to manage unless you have a heat mapping software program.

Heat mapping software puts a bit of code on your site pages that tracks how people interact with your website—including where they’re clicking and how long they’re sitting on each page.

This lets you know what is and isn’t working, giving you an idea of what works with your customers so you can focus on things that will help convert more customers and avoid things that put them off.

In addition to checking how they’re interacting with your website, try to establish the following information about each of your buyer personas to flesh them out a bit:

  • Personal Data. How old are your ideal customers, on average? What is their general level of education? Do they have a family or not?
  • Their Primary Industry. What field of expertise do they specialize in? How long have they been a part of that industry and why do your products appeal to that industry/market?
  • Job Titles and Responsibilities. At work, what do these people do? Who do they report to, and who reports to them? This is often more important for B2B organizations to know than it is for B2C companies.
  • Where They Live/Work. What is the location of this person or their business?
  • Short and/or Long Term Goals. Given their job responsibilities and personalities, what are the biggest goals that the buyer is trying to meet—both now and in the future?
  • Pain Points/Challenges. Most of the time, when someone visits your website, they have some kind of immediate need. When your best customers visit your site, what are the biggest challenges that they’re typically trying to overcome? Knowing this is always useful information.
  • Information Sources. Where do your ideal customers go to get their information? What online hangouts and news sources do they frequent?
  • Common Objections to Your Services/Products. What are the most common reasons that people who would normally be your best customers would object to using your company’s products or services?
  • Elevator Pitch/Marketing Message. If you had 30 seconds to talk to this persona face-to-face, what would you say to convince them that they need your solution above any others?

Using all of this information, try to sort your best customers into a few (between one and three) different, easily-separated buyer personas.

Note that while your personas will be based on real people, you shouldn’t actually use any one specific person’s real identity for the persona—this is an amalgamation of traits from numerous people who are similar, not a summary of one specific person.

Why You Should ALWAYS Use Buyer Personas

You might be wondering why you should sink so much time and effort into researching your customers so you can create these fictitious personas.

The reason is similar to why the FBI profilers in Criminal Minds sink so much time each episode into analyzing the actions of their “unsubs” (unknown subjects): to get into their heads and understand how they think so you can “catch” them more easily.

Without a well-defined buyer persona, you don’t have any kind of profile to focus on when creating new content. You might know that one offer is outperforming others based on the number of clicks it gets, but you may not know exactly why it’s performing well—such as it being especially well-targeted for one kind of buyer.

Also, you run the risk of focusing on attracting the wrong kind of customers.

Who would be the wrong customer? What separates them from your “ideal” customers?

This can be hard to define, but it’s usually the customers who end up costing your business more in time and resources than the revenue they generate is worth.

An example of a worst-case scenario might be that: You notice that one offer is doing really well on your website, so you double down on it and push it like crazy.

However, the only problem is that it’s performing really well with your absolute worst customers. You get a lot of revenue and results in the short run—only to end up wasting far more in time and materials in the long run.

With personas, you can assign each customer to a persona so you know which prospects to focus on for best results. You can also see if you’re underperforming with specific groups of people so you can create content that targets them better—bring more “Grade A” customers and fewer of those that just make your life harder.

So, if you want to get your man (or woman, as the case may be) like the cast of Criminal Minds, it’s time to roll up your sleeves and dig into your data!

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How To Become a LinkedIn Influencer – Gwen Moran

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Jim Keenan says he’s probably on LinkedIn more than he should be—at least a few times a day. But if the measure of where professionals should spend their time is looking at what helps grow their businesses most, Keenan is exactly where he should be.

The founder of sales consultancy A Sales Guy and author of Not Taught: What It Takes to Be Successful in the 21st Century That Nobody’s Teaching You has amassed more than 20,000 followers on the business-focused social media platform, and routinely books speaking engagements and gets inquiries from new clients. His articles attract anywhere from 700 to 7,000 page views on average, he says.

Keenan is the embodiment of a LinkedIn influencer, says LinkedIn expert Viveka von Rosen, author of LinkedIn Marketing: An Hour a Day. While the focus of influencers on other social media platforms is often comprised of follower totals, charisma, and luck, LinkedIn and its focus on business, professional networking, and sharing expertise creates some natural checks and balances for influencers, she says. “It’s harder to fool people on LinkedIn as an influencer or to get people to believe that you’re an influencer than it is on some of the other sites,” she says.

Each year, LinkedIn publishes its “Top Voices” list of influencers who have the most engagement. But you don’t have to be a prime minister or world-famous CEO to create your own sphere of influence on the business-focused social media site. Here, influencers and experts weigh in on what it takes to have an impact on LinkedIn.

Build trust

On LinkedIn, like many places, the basics are the basics for a reason. Your first step to influencer status is to ensure the foundational elements of your profile are there. That includes a well-written bio that spells out who you are and what you do, a photograph, and some background on your experience and professional affiliations, von Rosen says. These all tell people who you are and why they should put trust in what you say.

“It’s all about building that trusted adviser-type persona on LinkedIn,” she says.

Building trust also requires taking a thoughtful approach to what you post. Because the environment is more business-focused, users are typically more strategic about what they post on LinkedIn than other platforms, focusing on value to their audiences, von Rosen says. That also creates somewhat of a safety net, von Rosen says. While some content may be controversial or provocative, “you’re not likely to post one thing that destroys 10 years of work, because I think people are just more intentional and strategic on LinkedIn,” she says.

Set yourself apart

The quickest way to build influence on LinkedIn is to become a reliable and steady source of good and useful information, says Wayne Breitbarth, author of Power Formula for LinkedIn Success. Figure out their “pain point” or what they want to learn about from you, and provide a mix of created and curated information to meet those needs, he says.

But that doesn’t mean just posting a steady stream of the same-old, same-old. You’ve got to find a way to differentiate yourself, he adds. One of his viral posts, entitled “Protect Yourself Now Because LinkedIn Is Making Big Changes,” reached 2,100 shares and 113,000 views because he used the “fear factor,” he says. He advocates using the multimedia options on LinkedIn to deliver content in a variety of formats, including articles and posts, video, and slide decks via SlideShare.

Keenan says counterintuitive content works, too. A video he posted called “Relationships Don’t Matter in Sales” was viewed roughly 500,000 times, with 1,100 comments and 5,000 likes. “People came out of the woodwork to either say, ‘He’s right, we’ve got to stop thinking we have to be liked by other people,’ or just losing it. ‘How dare you, people buy from people they like and trust,’” he recalls. And that type of rigorous debate isn’t something to be avoided, he says. Challenging conventional wisdom can yield important insights, he adds.

Connect passion to profit

Fintech writer Amy Buttell dealt with many millennials and thought this generation was unfairly maligned. On Christmas Eve 2017, she wrote a post about her “crush” on millennials and her respect for the attributes that others often criticize.

She has been active on LinkedIn for about six months and had connected with about 2,000 people. But her millennial post struck a nerve. It was shared roughly 400 times, garnered nearly 6,000 likes, and had more than 600,000 views. She spun off a new business venture as an expert in engaging millennials, and the experience elevated her profile among her fintech clients, many of whom are millennials, she says. She’s built relationships through the engagement with that post and others.

“If you come into LinkedIn thinking, ‘I just want to build my business and make more money,’ you’re not going to, because everything is about building relationships,” she says.

Keenan uses simple videos and an edgy style to help his audience learn about selling effectively. It doesn’t matter that his videos don’t have high production value, he says. It’s about the message and style. “My personality is very energetic, very confrontational on purpose, very engaging. I don’t produce the videos, I look like I’m talking right to you. I educate and teach. Even my rants are teaching,” he says. “People learn that they come to be entertained, inspired, educated, and that combination of three is valuable,” he says.

Engage regularly

A critical component of being an influencer is maintaining engagement with your audience, Keenan says. With the response volume he gets, it’s impossible to respond to everyone, but he tries to respond to at least one-quarter to one-third of those who contact him, he says. He comments on others’ content and shares content he finds valuable, usually tagging the creator to create further engagement. Breitbarth recommends keeping tabs on your notifications and posting new content at least once a week. (He’s careful to tag creators when he reposts their material to generate additional engagement.) Other influencers, like Keenan, interact on the platform daily.

Keenan also creates a “New Friend Friday” post where he encourages his contacts to interact with and help each other. “I’ve already seen these mini-ecosystems where all these people met through my network and the videos I’ve put together,” he says. Being able to create that kind of opportunity for people to connect is exciting, he says.

Have fun

All work and no play can make your LinkedIn content dull. Von Rosen advocates having fun. She points to a playful “fight” that Mario Martinez Jr., founder and CEO of sales and marketing consulting firm Vengreso, and Gabe Larsen, vice president of Inside Sales Labs, had about inbound versus outbound marketing. The two posted video and text about their “duel” that attracted hundreds of comments about the benefits and disadvantages of each.

Being an influencer on LinkedIn is a balance of strategy and authenticity, Breitbarth says. “If you read LinkedIn’s research, and LinkedIn’s research is all based on data, they say that the formula is consistency, depth, and the authentic desire to create conversations,” he says.

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How Does Influencer Marketing Work in Healthcare

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The principle behind influencer marketing is simple: If someone who is trusted or admired by many other people expresses a preference for a product or service, then others will give it a try. Marketers in a wide range of industries have long directed their efforts at celebrated individuals as a relatively inexpensive way of getting the word out about a product, especially when compared to the cost of a television ad buy. The proliferation of social media took this strategy to a whole new level, making it easy for a well-known person to convey a sponsored message instantly to thousands or millions of followers.

Sales and marketing departments at life sciences organizations have taken notice of the increasing relevance of influencer campaigns, and many want in on the action. Of course, it’s challenging to apply the same concepts to medical devices or pharmaceuticals with the strict rules in place to regulate communications and protect patient privacy. However, a clear perspective on how influencer marketing works and extensive access to physician data make it possible for businesses to guide the right people to information about medical products.

Influencer marketing in medicine

Given the restrictions on sharing information, many physicians have been reluctant to embrace social media. In the Healthlink Dimensions Annual Healthcare Professional Survey for 2018, 28.6 percent of respondents said they used social networking sites to communicate with other physicians and healthcare professionals, but few used these platforms to connect with patients or life sciences organizations. The majority, at 66 percent, said they opted out of social media altogether.

Nonetheless, influencer marketing has made headway in medical marketing in recent years. Initiating online contact with key healthcare decision-makers and thinkers is often a major step toward making sales and promoting beneficial policies. Pharmaceutical companies and medical device manufacturers can gain an advantage by finding clinical partners that carry weight in the medical community and forming relationships with particular physicians and executives willing to promote the brand to others.

Meanwhile, patients are flexing their own newfound clout through social media accounts. WIRED reported on people with chronic diseases who regularly post about their struggles and triumphs, including photos and popular hashtags. Healthcare startups, marketing research firms and brand strategy agencies have seized the chance to network and collaborate with these individuals.

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Hewing carefully to regulations, marketers have begun working with patient influencers in bringing attention to life sciences brands. By looking at what individuals have to say, companies gain new perspective into what it’s like living with the chronic conditions that their products treat. Such relationships have thus proven invaluable to a number of businesses and may prove a vital part of many more marketing strategies in the future.

Targeting communications to key healthcare decision-makers

While influencer marketing is a burgeoning force in the world of healthcare, life sciences organizations must still concentrate on nurturing relationships on a smaller scale. Individual physicians and administrators play vital roles in driving purchases for their facilities. With the precipitous decline of in-person access to medical professionals, marketers and salespeople have to form connections online.

Email has solidly established its place as the best means for sending information and promotions to healthcare providers. A strategic physician email marketing campaign can be the start of communications with professionals who come to champion a product or firm throughout the purchase process. Optimizing these efforts depends on gaining a clear perspective into the needs of the doctors who participate in the decisions to buy pharmaceuticals or medical devices and segmenting accordingly.

By working from up-to-date contact information, representatives reliably get through to doctors. Messages should be targeted and customized by drawing on data such as institutional affiliations and areas of specialization. Taking into account where healthcare providers work and the demographics they serve, marketers can tailor messaging to capture and hold their interest.

A deeper engagement with details like the treatments a doctor commonly employs to treat certain conditions will permit even more precise segmentation. Addressing the precise needs of physicians with a wealth of informative materials encourages them to advocate for a product all the way through a long purchase journey. Delivering quality results and nurturing relationships may persuade key individuals in health systems to wield their significant influence on the behalf of a life sciences organization.

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