Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Sometimes beating your own drum on Instagram won’t get you too far. The best advertising is when other people endorse you. Extra points if these people are knowledgeable in the industry, trustworthy and have enough followers to make a difference for your baseline.

First, you need to get straight some terminology. In this game, you have bloggers, influencers, and ambassadors. The first can range from a very local influence to national, household names. Usually, the number of followers dictates the status, and most influencers have at least 10K fans. Ambassadors are selected from influencers and develop a closer relationship with the brand.

Initial research

When selecting your ambassador or just a collaboration you need to start by researching their profiles. Look at the hashtags they use, the reactions they get per post and even the color scheme. All these elements need to be in tune with your communication.

Research their endorsement terms and check if these match your projected budget. Inquire if they only take cash or would be happy with a product exchange. Usually, the higher the rank of the influencer, the less likely they will work just in exchange for products. It never hurts to ask. Create a list of “most wanted,” “highly preferred”, and “ok”.

Look at the numbers

Speaking of numbers, fill in the previous list with relevant metrics. These include the total number of followers, the average number of reactions per post (engagement rate) and demographics.

Don’t be afraid to ask the potential collaborators for relevant statistics from their back-end. It is not intrusive; it’s just due diligence. If they refuse to offer their engagement rates or other statistics that is a major red flag.

The key is to go for the sweet spot which balances the reach, engagement, and budget.

Picking the wrong ambassador

Selecting the right ambassador is a delicate matter, and sometimes even big brands fail. For example, using Oprah (14.8M followers) for Windows 8 was not the smartest move.

The key to social media marketing is authenticity. Although people know sponsored posts exist, and ambassadors make money, they still want to feel a connection.  

Another mistake not being on the same page with your ambassador, either the message or even as tone. They already are a brand on their own, don’t try to change them to match yours. Just select wisely from the available pool.

Do you think you know how to select a brand ambassador or you feel overwhelmed by the number of possible choices? Give us a message if you think you could use some guidance in choosing the Instagram face of your company.

Why Every Business Owner Needs To Have An Opt-in On Their Website

Why Every Business Owner Needs To Have An Opt-in On Their Website

Why Every Business Owner Needs To Have An Opt-in On Their Website

“Do I have the permission to give you more information about a particular product?”

This is what opt-in marketing does; it is requesting the reader or the website visitor for the permission to be sending emails to them.

Initially, businesses would send emails to recipients without their consent. What would likely happen if you received an email from a company without your permission?

Most probably, you would get angry, mark the email as spam, maybe report the sender, develop a negative attitude towards the seller and swear never to do business with them ever.

On the other hand, if a website asks for your permission to send you emails, you have the power to accept or decline. If you accept, it is most probably because you are interested in the products, services or the information they offer.

Reasons why every entrepreneur should use an Opt-in

An opt-in is a gate. It is a gate to a world of endless opportunities. These are the opportunities that an opt-in presents to your business:

 

You can build a tribe of followers

Why do I need another tribe when I have a Facebook page, Twitter, Instagram and the other social media platforms?

Answer: Because you do not own those platforms. You have just rented them to build your community of followers on them. Building a community of email subscribers gives you full ownership and control.

 

Tapping into a larger audience

Did you know that there are over 4 billion email users? Can you compare this to the 2.2 Billion Facebook users?

There is a general perspective that social media has a more significant usage than emails. However, the facts say otherwise. Opt-ins presents you with the opportunity to tap into these large numbers.

 

Having a chance to build relationships.

Whenever a person signs up on the opt-in, they are raising their hand and saying- “Yes! Me! I’m interested”.  

You can, therefore, take advantage of this and build a relationship with them. It is an opportunity to warm them up to the point whereby they can become a customer.

Also, email is personal. It is unlike social media where most people go to keep up with the Kardashians. Most people open their emails to check for specific updates or information. They open the email when they are in a motivated state of mind. Therefore, an opt-in gives you the opportunity to communicate with the potential lead in such a state of mind- They are more likely to take action then.

 

To increase traffic to your website

When you have a list of subscribers, you can alert them every time you launch a new product, post a new blog, you have an offer and so on. This redirects them back to the site to keep up with the updates, and it creates a stream of traffic to your site that is not dependent on the Google ranking. This gives you freedom from worrying about the changing Google algorithm.

An opt-in is a MUST have for any business owner. With the email subscribers, you get from the opt-ins; you can increase your traffic and your sales independent of Google and other social media platforms.

Do You Cross-Promote Content?

Do You Cross-Promote Content?

Do You Cross-Promote Content?

Do You Cross-Promote Content?

Cross-promotion means that you and not single-minded about your social media strategy and you use more channels. For example, you can have a LinkedIn account to connect with partners and clients, a Facebook page for the general public, Twitter for short updates, and a YouTube Channel to share the latest insights. Instagram is also a good idea if your business can be visual, like food, drinks, apparel or home design.

As you can imagine, the information shared on these channels will all relate to your company and brand. However, it’s best to create a strategy and distribute the content according to the segmentation of the target public.

Cross-Promote, Don’t Cross-Post

The capital sin of cross-promotion is cross-posting. This happens either due to laziness, a lack of time or lack of understanding. Sharing the same content across all platforms can hurt the relationship with followers and fans.

Even if you want to say the same thing, it is a good practice to tailor your content to the platform. For example, if you have crafted a communication initially for Facebook, it will be potentially too long for Twitter. In the same manner, the numerous hashtags which are great on Instagram will look annoying and out of place of LinkedIn.

Tailor-Made Content

One way to avoid this sin is to go through a checklist and adjust the message and visuals accordingly. A minimal agenda of quality content includes:

  • What is the audience of the platform? Is it more business-oriented or fun? This helps you set the tone.
  • Are there any length constraints? Focus the message in fewer words or use emojis.
  • Are there platform-specific elements? Here it’s time to think about hashtags, handles and cropping your photos to the right size.
  • What are the best times to post? Each platform has its own rush-hours, and you should be there when your audience is.

Cross-Promote with Friends

Cross-promotion doesn’t stop at your own channels. You can branch out if you create partnerships with companies in related or even non-related businesses. For example, if you have a bar, you can cross-promote with a taxi company, advertising that you don’t support drinking and driving.  Be sure that when you select your cross-promotion buddies their style, tone and message complement yours. Once clients make associations, it’s hard to take them out of their mind.

On social media, it’s all about the more, the merrier, and cross-promotion is at the heart of it. If you feel that jumping between platform is complicated, don’t hesitate to ask us. We’ll be happy to provide guidance and real-life examples.

How Do Organizations Leverage Facebook Live?

How Do Organizations Leverage Facebook Live?

How Do Organizations Leverage Facebook Live?

How Do Organizations Leverage Facebook Live?

Facebook Live is not only for teenagers looking for attention. With some branding strategy behind it, you have a powerful tool to market your business. This is a breath of fresh air in an overcrowded environment.

In fact, organic engagement on Facebook has been in a steep decline for the last 3-4 years. Things are not looking brighter in the near future either. Recent changes are in favor of personal accounts and sponsored content. As an organization, if you still want to stand out online you need to leverage this tool which was inspired by Snapchat. How can you do this effectively?

1. Go Behind the Scenes

Take your fans on an impromptu tour of your business, let the meet the faces behind the work. Give them some insights on how it’s made. Use this opportunity to remove some controversy or to share some interesting facts. Be as genuine as possible.

2. Answer Questions or Create Interactive FAQs

Facebook Live is about offering value in an attractive way which is great since you get all the tools to broadcast your ideas for free. You only need to create the content. Sometimes you can only create the answers to your client’s questions. Look through comments, reviews and inbox and select those recurrent themes which you believe deserve more attention. You can also redesign your FAQ as a live session which you can then archive and save for further reference.

3. Review Products or Announce New Ones

Most people are visual creatures. User manuals are outdated and can easily be replaced with live demonstrations. These could be unboxings, assembly, normal use or special features. You can even create some excitement about upcoming products by teasing the audience. Show just a glimpse of the new product or brag full-scale. Even if you work B2B you can still take advantage of this approach.

4.   Build your Community

Posting content on Facebook Live is all about getting in touch with your audience. It brings followers closer to your brand since it feels more real and in the moment. You can use it to promote upcoming events, create a sense of community. Use it on your page or in your groups.

Does your company use Facebook Live? If you don’t feel comfortable in front of the camera you can start with a script and work your way towards a more relaxed approach. We’d be happy to help you get on this bandwagon.

When to Sponsor your Content on Instagram

When to Sponsor your Content on Instagram

When to Sponsor your Content on Instagram

When to Sponsor your Content on Instagram

When Facebook put Instagram under their umbrella, they acknowledged the considerable advertising potential of this platform. Sponsored content was already huge on social media due to Facebook’s excellent niche segmentation. The big mistake is to treat Instagram ads just like Facebook ads. Many marketers fall for this trap due to the easiness of sharing the same content on both platforms. Savvy advertising people acknowledge the differences and recognize that people interact on these platforms in very different ways. In fact, Instagram posts get far more (up to 10 times) interaction compared to other platforms.  

Does it Make Financial Sense?

The higher engagement rate is motivated by the visual content and the user experience of the platform. This drives down the cost per thousand impressions (CPM) to about half to what we see on Facebook. As time passes and users become more used to the feed the rates will converge. Right now, Instagram is still almost half as cheap as Facebook.

It’s worth noticing that, similar to Facebook videos outperform images and carousels are the cheaper. Single photos are the most expensive choice. So, if you decide to sponsor content bet on videos, if possible.

If you are using influencers, be sure to assess their fees by using a calculator and evaluate if the offer is right. Look for engagement rates, not only the total number of followers.

The Right Mix for Sponsored Content

Sponsored posts shouldn’t be perfect, but a good mix of brand awareness, innovation, graphics, and humor. Since Instagram is based on the idea of freshness and authenticity, even if your post is part of a campaign it should feel user-generated. Don’t overdo your placing or composition. Try to capture a bit of life or a feeling instead of creating an elaborate post.

Since you can choose your demographics, always segments your sponsored ads. Eliminate the costliest segment and focus on the middle. The marketer’s skill is to reduce costs and redirect the budget where the highest engagement is.

Final Decision

You don’t need to sponsor every post to get engagement. Select those posts which are the most vibrant and communicate your brand from an innovative angle. Always use metrics to assess relevance. Every time you sponsor content, create a dedicated landing page and put in in the bio. Even if this is temporary, it means using Instagram as the top of your marketing funnel.

Don’t be afraid to experiment with sponsored content. You might be very pleasantly surprised. Do you need help in creating a strategy in selecting the posts you intend to sponsor? Just drop us a line.

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Selecting Ambassadors and Collaborations on Instagram

Sometimes beating your own drum on Instagram won’t get you too far. The best advertising is when other people endorse you. Extra points if these people are knowledgeable in the industry, trustworthy and have enough followers to make a difference for your baseline.

First, you need to get straight some terminology. In this game, you have bloggers, influencers, and ambassadors. The first can range from a very local influence to national, household names. Usually, the number of followers dictates the status, and most influencers have at least 10K fans. Ambassadors are selected from influencers and develop a closer relationship with the brand.

Initial research

When selecting your ambassador or just a collaboration you need to start by researching their profiles. Look at the hashtags they use, the reactions they get per post and even the color scheme. All these elements need to be in tune with your communication.

Research their endorsement terms and check if these match your projected budget. Inquire if they only take cash or would be happy with a product exchange. Usually, the higher the rank of the influencer, the less likely they will work just in exchange for products. It never hurts to ask. Create a list of “most wanted,” “highly preferred,” and “ok.”

Look at the Numbers

Speaking of numbers, fill in the previous list with relevant metrics. These include the total number of followers, the average number of reactions per post (engagement rate) and demographics.

Don’t be afraid to ask the potential collaborators for relevant statistics from their back-end. It is not intrusive; it’s just due diligence. If they refuse to offer their engagement rates or other statistics that is a major red flag.

The key is to go for the sweet spot which balances the reach, engagement, and budget.

Picking the Wrong Ambassador

Selecting the right ambassador is a delicate matter, and sometimes even big brands fail. For example, using Oprah (14.8M followers) for Windows 8 was not the smartest move. The key to social media marketing is authenticity. Although people know sponsored posts exist, and ambassadors make money, they still want to feel a connection.  

Another mistake not being on the same page with your ambassador, either the message or even as tone. They already are a brand on their own, don’t try to change them to match yours. Just select wisely from the available pool.

Do you think you know how to select a brand ambassador or you feel overwhelmed by the number of possible choices? Give us a message if you think you could use some guidance in choosing the Instagram face of your company.