Branding

Learn the importance of branding, how to define your brand voice, and how to make your business stand out in the crowd.

Back in the 2010s, influencer marketing was limited mainly to celebrities and writers. Now, influencers have proliferated into social media and beyond. Regardless of your experience, you might have run across contradictory advice about social media influencers. However, one thing is sure: they are essential for progress. So let’s find out if your company should consider influencer marketing.

What is Influencer Marketing?

At the most basic level, influencer marketing is a type of social media marketing that relies on product endorsements and mentions from influencers–individuals with a sizable social base and are regarded as specialists in their niche.

Influencer marketing works because media influencers have a high level of satisfaction for their followers, and their endorsements act as social evidence for the brand’s future clients.

Influencer marketing isn’t a new concept. According to a study published by Symantec, the term itself was coined in 2004 and became popular in 2008. In 2008, marketer Henry Blodget coined the term “influencer marketing” for a BBC Radio interview about his website. The study calls out Henry’s word choice, pointing out that the time “influencer marketing” is nothing new. The use of the term “influencer marketing” actually goes back to the 1700s, as defined by the Oxford English Dictionary.

Influencers are Producers

Influencer marketing is a sub-set of marketing. First, of course, marketers and producers use marketing to influence the mass consumption of a particular product or service.

Influencers are most concerned with is creating strong content that engages their readers.

influencer-marketing

What Is Influencer Marketing REALLY?!?

Influencer marketing is a strategy used in marketing where linking with and engaging with the opinion leaders in your target audience, leads to greater exposure to a wider audience base for you or your business. Influencer marketing consists of creating content for and by influencers, and distributing content by influencers while assigning links to content by influencers.

Since influencer marketing goes beyond the concept of just engaging with influencers, not everyone is considered an influencer. Influencers are a lot more than just people who have built a following on social media. Influencers must know their niche and learn how to create content that will resound with their audience.

Why is Influencer Marketing Important?

In its simplest form, influencer marketing is when a third party communicates on behalf of your brand. As you’ve probably heard before, it can be done in a couple of ways. First, you can focus on helping a customer reach an objective.

For example, your product may need to reach five million people, and an influencer may help with that. You can also focus on building your brand.

If you are a media agency specializing in mobile apps, your influencers can help spread the word about your work.

Be Sure You'll Reach the Right Audience

Another view held by marketers is that you should only do any advertising if you’re confident that the marketer reaches many people.

It sounds logical: if you have a big budget, you can advertise to many people.

How do you reach millions of people? Well, the marketing company Thrive recommends you hire a top influencer in your industry. You’ll need someone with credibility, a solid social presence, and tremendous reach. In other words, you’ll need someone with a “six-pack” of popularity. After all, a popular video about a product, brand, or industry is more likely to go viral than the average Joe blog.

An Influencer Can Reach a Smaller Audience

An influencer may not have millions of followers, but he or she can still influence many people. Influencer marketing works because these individuals have relatively small social media followings. Having an audience of 100,000 followers doesn’t mean that you have reached all of them. One can still be an influencer without those numbers, however if only a tiny number of people follow them, then they would not be influential. 

How to Hire the Right Influencer

In this next section, we’ll take a look at six different steps that you can take to bring on the best influencer.

Step #1 - Find the Right Social Network

Before searching for the right influencer, it’s always best to first think about which channels you want to focus on.

Moz founder Rand Fishkin said that influencer marketing “can include blogs, websites, meetings, conferences, podcasts, writers, Facebook, LinkedIn, Reddit, Twitter, Pinterest, Medium, and other discussion forums.”

It’s always best to do a thorough audit of the platforms you already use to share content and generate leads.

Then take that a step further.

Consider where your ideal customer spends time online. What type of media do they usually consume?

Be sure to look at newer forms of media such as Clubhouse, podcasts, and live streaming.

Also, take a look at who your customers respect. Whom do they admire? Who do they follow? Whom do they regard as an authority figure?

How will you measure the results of your influencer campaigns? Some channels allow you to have a highly focused reach for a specific audience, while others make it difficult to evaluate ROI. Reddit, for example, has many high-engaged and focused communities but marketers find it difficult to measure engagement.

Step #2 - Select an Influencer

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If you’re going to find the right social media influencer for your needs, you’ll first need to decide what social network you want to work with. You can start by researching prospective influencers on that network and see where they are most active. Next, it’s important to find an influencer who fits your brand’s needs. For example, some influencers might be a perfect fit on Pinterest but not worth investing in on Twitter.

There are many different ways to find potential partnerships for your campaign, depending on what you want to achieve and how much of a reach you have online. Here are some possibilities.

There are many different ways to find potential partnerships for your campaign, depending on what you want to achieve and how much of a reach you have online. Here are some possibilities.

The Influencer Search Engine by InfluencerDB provides a range of statistics about influencers and an overview of their content. It also lists the category, languages, and location of influencers. 

Facebook is beginning to provide this information directly. But, so far, it is limited to handpicked brands and influencers in six countries—countries where influencers are already established. These are the US, UK, Mexico, Thailand, Germany, India, and Brazil.

Twitter has been using a new metric for measuring its active users called MDAUs. This is a much more accurate way of reflecting the number of people who use the platform and interact.

Before you hire an agency, make sure you verify their social media numbers against direct information from the social networks themselves. Apps like Later offer detailed Instagram analytics to help you see who your followers are and how engaged they are with your content.

If you’re looking for influencers but don’t have a budget to burn, a search engine can be the best way to find micro-influencers. Nano-influencers are more likely to have a smaller following, but they can be much more affordable. 

Step #3 - Create an Influencer Contract

A contract is essential for building a successful influencer marketing campaign. For example, in 2016, only 8% of influencers had signed contracts with brands. But by securing your reputation, results, and ROI, you can focus on the work that produces results.

It’s important to think about the duration of your collaboration before getting started. Of course, this depends on the influencer you’re working with, but a short-term collaboration is more manageable and cost-effective for both parties.

Micro- and nano-influencers are lesser-known but very effective when it comes to advertising. They have relatively low follower counts but can still generate a lot of engagement, making them more affordable than celebrity influencers.

With the help of micro-influencers, you can recruit a small army for your marketing campaign without spending a fortune. Many brands offer a flat rate for one-off collaborations, which are becoming more common.

You’ll need to decide what type of contract you’ll use with your influencer. The most common type of contract is the “action-based” fee, which pays the influencer based on posts, stories, or affiliate links.

You can also have a long-term relationship with influencers. This option is more expensive and time-consuming, but you will reach a wider audience and develop your marketing message.

It doesn’t make sense to ask influencers to deliver post likes or views that won’t translate into actual ROI. Instead, define what counts as successful conversion and measure that.

Step #4 Finish Creating the Influencer Contract


Once you have the basics in place, you’ll want to think about the creative side of things. Depending on your reach and the length of your relationship, you may draft or allow them to write their contract.

We’ve found that behind-the-scenes posts and takeovers are the most effective in gaining social media followers. These strategies allow you to show a different side to your business and give the influencer more exciting content to discuss than a simple product description.

Keep in mind that the type of content will depend on what you want your user to do. For example, if they share affiliate links, you’ll need to post stories with links, sponsored posts, or a link in the bio.

The influencer can also add a personalized promo code to an ordinary post as a text overlay. The brand can subsequently use the code to track and record purchases.

One of the most sucessful ways to gain foot traffic is by using influencers to promote a live event. Influencers are especially effective if they have a large following because meet-and-greets are very popular.

The Rise of Influencers

Influencer marketing is the new and more authentic form of advertising for social media. Though there are some growing pains, marketers are definiately taking notice. In fact, in 2018, sponsored posts by influencers on Instagram were up 39% year over year.

While influencers have had incredible success on Instagram and YouTube, they are often only seen as power users in these two mediums. Direct-to-consumer lifestyle, health, and beauty brands often work with influencers to reach wider audiences.

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Influencer marketing might seem like a quick way to reach your audience, but it does take time. So before you start, make sure you’ve got enough time to dedicate to the campaign and get comfortable with the influencer’s services.

Influencer marketing is a creative way to broaden the reach of your business. There are many ways you can experiment with influencer marketing, whether you choose to try a new social network, deepen your relationship with customers, or experiment with new types of content.

Above all, make sure you keep track of the progress of the campaigns of your influencers. It’s time for influencer marketing to get more traction, but that will only happen if brands step up and produce great content.

Final Thoughts

We hope that you enjoyed this article about Influence Marketing. You might also want to take a look at this 2 minute read about:

How to Traffic Potential Customers to Your Website Through Social Media

If you want to talk about growing your business online, CONTACT PushLeads TODAY for your FREE consultation!

Best of luck!

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Are you considering doing a startup? You can’t have a business without a business name! You’ll need to spend some time thinking about the right name. Finding the right name can be part of the overall success of your business. Using the wrong can result in business failure as well as legal hurdles. In contrast, a clear, powerful name can be beneficial in your marketing and branding efforts.

Here are eight tips on how to come up with a perfect name for your business.

Pick a Name That Suggests What You Do

If you want your name to be easily associated with what you do, it’s best to pick a name that suggests what your business focuses on. By naming your business after what it does, you can better grasp the work you do, and you don’t have to compromise on vague terms.

For example, if you are doing a roofing business and you want your name to suggest that you also do insulation, it’s best to go with “Insulated Roofing” as a name.

You may be in an environment, work environment where the “perfect” name has already been taken. If this happens, you can still have a good and unique name that people can say or write on without fear of trademark infringement.

Make Sure Your Name Isn't Already Taken

While it is nice to do your due diligence by doing a search on the names of companies like Uber or Airbnb to see if your potential name already exists, it’s not a practical or sustainable way to come up with a unique name.

Make sure your name sounds fresh and exciting! Your business name must resonate with your target market, not just yourself. Be sure that you consider choosing a unique name and reflects the specific business you’re trying to start.

Make Sure Your Domain Name Isn't Already Taken​

Pick a Name That Refers to Your Target Market

According to ‘revenue cycling management,’ 35 percent of businesses fail in their first year. For that reason, it is crucial to start with a good name! Your name will be your first impression in your target market. When your target market can recognize your name, they will be more likely to purchase from you. It’s easier for them to relate to your name than to see your face and voice.

When considering web domains, try not to hyphen the name in your name as they aren’t very professional.

Pick a Name That Is Memorable and Easy to Spell

Think about how people will remember you by the name you have chosen. If they cannot easily remember your name, they won’t associate with it.

When choosing the perfect name, focus on words that are both easy to spell and memorable. Most importantly, make sure that your chosen name is descriptive and can be instantly understood.

If you don’t have a clear idea of what you will call your business, then try and imagine what people will think of it. Consider your competitors and how they are named, and what the name implies. If you can do this, then you are halfway there.

Make Sure Your Name Doesn't Have Negative Associations

The name you choose has the potential of being a big problem to your brand. As a general rule, it’s best to avoid words with negative associations.

Spend some time thinking about the impact that a domain with negative connotations can create. While a younger demographic might like domain names with a strong shock value, older audiences will most likely be offended. Names can be multiple layers of potential meaning. Study semantics and make sure that your name doesn’t bring to mind anything that suggests fire, injury, death, hopelessness, etc.

Avoid Names With Legal Restraints

Be very cautious about names that have potential legal restraints. You don’t want to end up in a dispute that can last for years. Some words have legal restrictions on them. For instance, bars have limitations on their names. Commercial names of real estate properties can also be restricted.

Are you considering doing a startup in the restaurant industry. There can be legal implications there. The legal name for a small restaurant is “bistro.” For several years, bistro was the name of a famous restaurant in Amsterdam. However, soon the name bistro was challenged by a similar restaurant named bistro in the Netherlands. Their names are different in two languages, but competing in the same market are the same. The owners of bistro in the Netherlands won the case.

Find a Unique Name

You should find a name that is ahead of its competition. Consider other business names and why people would choose them over yours. There is little chance that your business can succeed if people think that your business is the same as others in the long run.

Think about the following before settling on a name for your business. The best type of name would be something that can be a noun or a verb, such as GoGet or DeliverStake. All of the above are self-explanatory.

The best type of business name would be based on a trending word or a buzzword, such as Uber or Amazon. There are many trending words, and the best one to follow for your business name is going to be heard around the world. Think about the trends in your industry.

Picking a Domain Extension

We suggesting buying your domain as a “.com,” not a .net, .org, or other domain extensions. It’s still possible to find a .com for a reasonable price if you focus hard.

If the .com isn’t available, try your business name with a local modifier at the end, such as “wnc,” “tri” or the nearest local city.

Picking a Domain Extension

Trying to come up with a domain that meets all of the above requirements can be challenging. Fortunately, many tools will help you do the job.

You can use GoDaddy or Domainsbot to find if domains are available.

You can also use different Domain Finder tools such as these: 

https://www.leandomainsearch.com/

http://www.bustaname.com/

http://www.nameboy.com/ 

https://mashable.com/2013/11/17/domain-name-resear…

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In business, marketing, public relations, personal branding, the goal is to communicate who you are, your unique brand voice, or brand essence, effectively. For example, let’s say you’re an insurance agent. You’ve found a great insurance deal, and you want to market yourself as the best insurance agent available. To do this, you need to create a personality profile, one that is very distinct from your typical marketing voice. In fact, it might be a voice and tone all your own.

To develop your unique brand voice, you first must understand who your target audience is, and then, in turn, define your brand voice. For example, if you’re a medical malpractice attorney, your voice and tone would be more clinical and calm. On the other hand, if you were an auto accident lawyer, you would most likely sound more indignant or aggressive. This is simply the way that you talk to people, regardless of your niche. When you apply your brand voice, or personality to your voice and tone, your communication is consistent across all messages, whether they are intended to be professional or personal.

Your brand personality is your unique brand voice, which you must cultivate. But how? The process requires building trust, positive relationships with others, as well as solidifying your expertise. However, before you can accomplish any of those tasks, you need to identify and understand who your target audience is. Your brand voice should not only resonate with the audience, but it also needs to be a positive contribution to their lives. If your brand voice comes across as being arrogant, overbearing, or intimidating, your message will likely be overlooked or misunderstood.

Your brand voice and tone need to be in line with what your product or service does. For example, if you own a fitness franchise, you probably have a friendly voice and tone. However, if you sold dog obedience courses, you would sound more authoritative or commanding. Similarly, if you sell financial planning, your brand would most likely be soft spoken, with a conversational tone.

You need to carefully consider how your brand personality will be perceived by your target audience. How will they know that you are different from the rest? How will they recognize your brand personality in their daily interactions? Will they pick up on your unique brand cues, or will they just mistake you for another professional or dull sounding business owner?

You can start by thinking about how you personally embody your brand voice. What types of words do you use or have used, that reflect your unique brand voice? If you have a friendly, approachable brand personality, people will probably think you’re friendly too. If you are known for your straight-forward approach, people will assume that straight-forwardness is part of your overall brand personality as well. Asking yourself questions like this will help you develop an understanding of how your brand will be perceived by your target audience. This will help you determine how you should alter your voice and tone in order to more clearly communicate your brand personality.

Next, think about how your voice and tone will differ from those of your competitors. Analyze your voice and tone in order to determine whether you are on the same page as your audience, or on the opposite side of the spectrum. Analyze your competition’s voice and tone in order to determine if there is something they did that you could learn from. Find out what makes them effective, and implement it! If you are not an expert at marketing yourself, hiring a professional marketing coach might be a good way to get your foot in the door.

Once you have identified your strengths and weaknesses in regards to your brand, you can use these strengths and weaknesses to better understand your customer’s needs. From there, you can craft solutions that address their concerns. By properly addressing the concerns of your target audience, you will be able to create a unique brand identity that will ensure your product and brand stands out. From there, you can use your strengths and weaknesses to increase your market share, and make your company one that people want to do business with.

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