A celebrity endorsement used to be the end-all be-all when it came to spokesperson promotion. Then entered social media. With news, images and videos at your fingertips, now anyone can be a spokesperson for a brand. And there are many ways to take advantage of those who may influence your business’s target audience.
“94% of marketers who use influencer marketing find it an effective practice, and influencer marketing can generate up to 11x the ROI of traditional advertising.” – Social Media Today
Coles Marketing is helping improve brand awareness for a local boutique fitness studio with the help of influencers. Using a grassroots approach for a recent event, we pinpointed those who are influential in the Indianapolis area when it comes to nutrition, fitness and overall health and wellness.
We asked questions like the following:
- Who is currently checking in at local gyms in the studio’s surrounding area?
- Who has the image and charisma that matches for the gym’s core values?
- Which accounts are receiving genuine engagement rather than bot responses?
Our team created a list of more than 50 influencers — all of whom had at least 1,000 followers to reach out to.
One thousand followers may not seem like a lot to some people, but if a brand can reach the demographic that perfectly aligns with them, there are definite payoffs. The influencers were invited to come out to a VIP Preview Night to try out equipment, talk to coaches and take a tour of the studio before the grand opening. They were given free classes (amount determined by the size of their following) in exchange for social media posts promoting the studio with their own personalized code for a membership discount. Some influencers could not come out to the predetermined night but were still allowed to get their classes and share their personal experiences from the class afterward.
It’s always better to hear from someone else how much they love a brand or business because it adds trust and credibility. And influencers do not always have to be paid in cash; many times there can be a trade-off based on what your company can offer (i.e. discounts, free items, free use of a service). As more people are paying attention to what others have to say about the brand than the brand itself, influencer marketing will only continue to grow in the future.
If you want help expanding your brand awareness and position, give us a call today at 317-571-0051!
By Meagan Hook,
Social Media Manager
With more than two billion users, Facebook offers a huge potential target audience for your business. And with more than 60 million active Facebook business pages on the network, there’s a lot of competition to break through. Pay-to-play options aren’t the only way anymore. Try some of our tactics and begin to grow your Facebook page today.
Invite to Like
If people are reacting (liking, laughing, loving, wowing) your posts on Facebook, your page now has access to invite them to like the page as a whole. This simple process can be utilized to promote your page to relevant Facebook users. To access this feature, click on the number of “likes” under any post on your page. You’ll automatically get a list of every user who has liked the post, and on the right of each user’s name, you will see a button that shows if the user has already liked your page. If they have not, you have the option to “INVITE” them to like your page.
The good news is this invitation will come from the Facebook company page itself and not from your personal account. Go through some of your highest-performing posts and start inviting users to like your page who have previously interacted positively but maybe have not liked your page as a whole yet. You will get a notification saying “XYZ has accepted your invite to like your page,” and watch the page likes roll in.
Create 360 Photos
This relatively new feature allows Facebook users to essentially get a “3D view” of a certain place you are trying to highlight. Have you recently upgraded your workspace? Is the event you are promoting in a scenic area? The 360 Photo option gives a deeper glimpse into what it’s like to be where you are. A very successful game version was created around the premise of Where’s Waldo. You have two options: the panoramic view — which is narrow; and the world view — which encompasses more of the all-around perception. The world view is better in places with more visual aspects besides carpeting and ceiling tiles.
Why should you be using it? Users must either click to see around inside the photo or turn their phone side to side, making them actively engage with your content. The more your photo is engaged with, the higher likelihood it will populate on the timelines of people who do not currently like your page.
Some businesses may be hesitant to go live since anything can happen, but that is why these videos get a much higher reach. People tune into a Facebook Live video because they feel like you are streaming content directly to them. To calm your nerves, these can be rehearsed beforehand to reduce the amount of hiccups possible. Going live alerts your followers and encourages them to tune in right then, creating a sense of urgency. Driving this engagement organically helps promote your brand, gets new users interested and keeps current followers entertained. Facebook said live videos can drive 10 times as many comments because of the real-time connection between users.
Ways to use Facebook Live:
- Experiment with hosting a Q&A session with your company’s president or other manager
- Promote going live across other social media platforms ahead of time to create buzz
- Provide a first-person point of view walking around an event
- Show off or explain a new product or service in detail
- Highlight your company’s culture
Share Positive Reviews
Whether you offer a product or a service, people will review it. Do you have some good 4 or 5-star reviews? That’s great to have, but most of the time they aren’t visible on your profile and have to be searched for. A way to bring attention to them is to share those positive reviews directly onto your timeline so they become prominent. This adds more credibility to your page and is a third-party endorsement, letting others know they love your company. In doing so, this encourages others who may not have written a review yet to write one. The more reviews your company has, the higher the Facebook algorithm will rank your page — and the higher you are, the closer you’ll be to receiving more likes.
Now get posting! And if you’d like help increasing your social media presence, feel free to contact us.
By Meagan Hook, Social Media ManagerEdit this post
Congrats! You made it through the work week like a real champ. We’re proud of you.
As a reward, here are a couple interesting and fun links around the web this week. Read these when it’s 4:30 p.m. and you’ve basically checked out for the day. Enjoy!Edit this post