Article | February 12, 2021
The past year has transformed a number of industries, and although the influencer marketing industry has continued to flourish, it hasn’t been without its changes and adaptations.
And over the last year, one thing that has become even more apparent is the need to create the perfect match between brands and influencers.
Brand love is pivotal to creating a successful influencer marketing campaign, as is building trust and creating an honest and organic relationship between everyone involved.
And to help brands find the perfect match, Amelia Neate, senior manager at Influencer Matchmaker, explains how to do exactly that.
Finding the right influencer to collaborate with can be a pretty daunting task. It isn’t quite as simple as choosing somebody with a large following. Gathering data, conducting research and developing a relationship with an influencer is all part of the task in hand.
Unless, as a brand, you have access to industry insights and invaluable data, it can be difficult to find your dream match. However, by working with an influencer marketing agency, all of the hard work is done for you.
Here at Influencer Matchmaker, we have access to industry data and insights which can help aid your search in finding the right influencer. Rest assured that everything will be taken into consideration – from social media platforms, engagement rates and niche to helping form trusting relationships, an influencer marketing agency can do it all.
Brand love is pivotal
When working with a social media influencer, it is important to decide on your main goals and objectives and what it is you hope to achieve by working with an online creator.
The aim of the game is to build brand love, right? And the best, most organic way to do so, is by teaming up with somebody who already knows and loves your brand.
Influencers spend their time engaging with their audience, garnering all-important trust and respect.
If an influencer has previously spoken about your brand organically, then their audience are much more likely to positively reciprocate paid-for campaigns and collaborations.
Explaining that influencer marketing is more effective than the blanket approach of traditional advertising, Liam Chilvers, founder and managing director of OP Talent also says, “They [influencers] have to be relatable. The people watching them largely share the same interests, and if people are watching a YouTube channel, they are there for the creator.”
And so, by utilising the power of influencers and their loyal following, brands and business are able to build brand love and more importantly, trust.
How to utilise influencers and their content
It is no longer viable to simply send an influencer a product in return for free press and content creation.
Time, effort and expertise goes into delivering such high-quality content and brands must begin to decipher where they’d like this content to sit.
Content can be created and shared across an influencer’s social media platforms in order to raise brand awareness, but it can also be utilised on the brand’s channels, too. In this way, influencers can act as a brand advocate as well as allowing the brand to offer their audiences a friendly and relatable human element, as opposed to using social media as a hard sales tool.
When it comes to working on collaborative content, it is crucial to ensure you are not only working with the right influencer, but with the right platforms, too.
Just because a social media platform is proving to be particularly popular, doesn’t mean that it will generate positive results for your brand.
It is important to ensure that your niche, goals, audience and social media platforms all align in order to achieve the best results. Find out what works for you and if you don’t know, then an influencer marketing agency will be able to do so for you.
And not only that, but influencers have wider ties to all aspects of media, too. They are innovative creators, storytellers, advice givers and as 2020 has shown, an influencer’s genuine personality and interests are what sets them apart from the rest.
Think outside of the box
In the early days of influencer marketing, it was all about promoting a new product and its launch. But today, it is so much more than that.
Influencers can be used to raise brand awareness, generate sales, attend events and create an honest and authentic relationship between brands and potential consumers.
For example, we recently partnered Celebs Go Dating with a number of popular influencers including Mark Ferris and Rachel Leary. The objective of the campaign was to raise awareness of the TV show ahead of the new series.
This is a fine example of combining the efforts of modern and digital media with its more traditional forms, too.
It must also be said, that just because an influencer specialises in a certain industry or has a particular niche, it doesn’t mean that that’s all they are capable of.
Former SAS: Who Dares Wins Star Ollie Ollerton, for example, is renowned for his efforts within the health and fitness industry. However, he also has a passion for motorcycles, which is another area in which he is able to create interesting and compelling content for brands.
Consider influencers who not only share the same interests, but the same values, ethos and end-goals, too.
This will make all the difference.
So, are you ready to find the perfect match?
Article | December 14, 2020
When I decided to do something on my own, I stumbled across blogging. Now, the question was, how can I make a blog? There are two types of blogs that you can make - a free domain blog and a paid domain blog.
With the help of free blogging platforms like WordPress and Blogger, you can create a free blog. However, you won't get a full domain name dedicated to your free blog. To get the complete domain name for your blog, you'll have to buy a domain and hosting, which is a paid blog.
So, How Can I Make A Blog?
Follow the five steps below:
Step 1: Decide The Niche of Your Blog
The first step to making a blog is to decide its niche. What is it that you want your blog to be about? There can be many niches from which you can choose. Travel, food, health & fitness, online marketing, business, arts, entertainment, affiliate marketing, sports, and automobiles are some of the examples.
You need to ask yourself what your passion is and what you want to write about. This is probably the most crucial step in making a successful blog. Without knowing the niche for your blog, you may not be able to make it work, and it won't be worth your efforts.
Step 2: Choose the Domain Name of Your Blog
The second step is choosing the domain name. You will need a name that suits your blog's niche and the topics of your blog posts. If your blog is about sports, choose a name that goes with it. It could also be completely unrelated.
However, you should know how a blog's name will affect it. If someone searches your blog's name on Google, then it will show up. However, if your blog's name is unrelated to its niche, then it may be difficult for you to rank it on the Google search results.
Step 3: Free Domain or Paid Domain?
Do you want a free domain or a paid domain & hosting for your blog? There are many free website-building platforms where you can build and publish a blog. The most famous and reliable platform is WordPress.
After making an account on WordPress, you can create a free blog using the free website builder. You'll have to do some basic settings, and you'll be well-guided along the path. You can change the theme from the default theme to any of the available themes. In the end, you'll have to register your domain name and finally publish your blog online. You'll have WordPress's branding in your domain name once you publish it. It'll look something like - www.YourDomainName.wordpress.com.
If you don't want such branding and want your own domain and hosting, then you can opt for WordPress's self-hosting service. When using WordPress's self-hosting service, you'll get to register an entire domain name without the WP branding. It'll look like www.YourDomainName.com. For this, you'll have to pay a monthly hosting charge of $2 to around $10.
Step 4: Customize The Look of Your Blog
After building your blog and registering the domain name, the next step is customizing your blog's looks. WordPress has many themes (both free and premium) that you can install on your blog. These themes will change the look of your blog and make it beautiful. There are around 8000 WordPress themes available to choose from, and you can purchase any of the premium WordPress themes.
Step 5: Write and Publish Your First Blog Post
The final step in the quest to making a blog is writing your first blog post and publishing it. Go to the dashboard of your blog and click on 'Add new post.' You can include images, videos, and all forms of multimedia in your blog posts. For better search engine ranking results, try and write long blog posts (>2000 words). Do not copy from other websites. Write something on your own and completely unique.
While formatting your blog post, make sure you use H1, H2, and H3 headers in your blog post. Also, keep your sentences shorter and easy to read. You should check out HubSpot's guide on how to write and format a blog post.
I hope that you now have a pretty decent idea about building a blog all by yourself. If you want to know more about blogs and blogging, keep reading our other posts. Until next time, take care and keep blogging!
Article | August 17, 2020
Social media is engrained in our everyday lives so seamlessly it has simply become an extension of who we are and how we communicate with the world around us. The same goes for brands. However, when it comes to crafting that perfect tweet or LinkedIn post to promote and amplify your business goals, it’s easy to feel lost – this is where a social media marketing agency comes in.
Article | March 24, 2021
Unfortunately, a website is no longer enough for a significant or successful digital presence. Essentially, a presence is non-existent without some consideration of search engine optimisation (SEO).
But this too has become one of the basics of ‘going digital’ – a must, rather than a ‘nice to have’. Which begs the question – has the playing field been levelled? And if so, how can your business possibly get ahead when it seems everyone is in on the so-called secret for success?
Well, Nate Burke, CEO of Diginius, a digital marketing and ecommerce specialist firm, explains the SEO sweet spots that remain unexplored, or at least under-utilised, in order to help businesses really get the most from their digital activity.
It goes without saying that the online marketplace is saturated, and is only going to become ever more so as an increasing number of businesses undergo digital transformation. Thanks to the COVID-19 pandemic and its subsequent impact on physical business practices, this transition has been accelerated much faster than anticipated.
Consequently, there hasn’t been a gradual switch where businesses have been allowed time to learn and adjust to the new and unfamiliar ways of conducting sales and interactions. Instead, many have found themselves thrust into a marketplace that already feels exhausted. Everyone seems to be doing the same thing and any guides or ‘how tos’ they may have read, are fast becoming outdated and no longer provide a way to get an edge on the competition.
But digital is here to stay, right? We can’t possibly have exhausted its possibilities yet. And we haven’t. Fortunately, this is one of the many benefits of the digital landscape – it is constantly evolving as new advancements and innovations are developed.
In terms of SEO, it once really was an activity that not many were focusing on and for the few that were, there was great success to be found. However, we have long passed such a time and SEO elements form the foundations of just about every professional website development project. Therefore, it can be incredibly difficult to get ahead of competitors with such tactics.
However, it should be noted that although you might not be able to use basic URL mapping, page speed optimisation and content structuring techniques, for example, to gain an edge, you can quite quickly find yourself falling behind if such foundations are skipped.
And this ties in quite nicely with one of the first and most important ways to continue seeing SEO success. Remembering that the digital landscape is forever evolving, one should commit time and resource to ensuring these foundations remain relevant, updated and able to support any additions or developments to the website.
When these elements have been built into the early stages of the website development, it can be easy to forget about them. But as core parts of the platform, it is not difficult to see why it is so essential that they remain functional and effective over time.
Think Bing and beyond
Another trap that many businesses can find themselves falling into is believing all effort and focus must be placed on Google. While Google does hold significant market share and influence in search engine optimisation trends, it is by no means the only platform that exists.
In fact, Bing holds more than 10% market share in the UK, and this is steadily increasing month by month. Therefore, consideration should also be given to how online presence can be optimised for the Microsoft owned platform too.
And when you begin to monitor your performance on the search engine, you may even find you are yielding better results, including greater impressions and consequently click through rates, and higher rankings due to less competition.
Similarly, YouTube and Amazon are rising in popularity and prominence when it comes to consumers searching for products and services. And what may come as a surprise to some, Amazon has actually overtaken Google as the first point of call when searching for a product to purchase.
In many ways the marketplace offers consumers with a greater intent to purchase, thanks to convenience, choice and better usability in terms of completing a transaction. They no longer have to scroll through pages and pages of text to then click through to various websites in order to get information regarding price, features and availability, as Amazon offers it all in a single view.
Therefore, businesses utilising the marketplace should place greater focus on optimising their product listings in order for them show higher in results pages. Just like SEO for Google, Amazon has its own best practices that leverage its ranking algorithm. These include elements such as product titles, brand or seller names, bullet point features, images, reviews, and so on.
While Amazon is great for high intent transactions, optimising YouTube content is a vital way to ensure you are capturing those customers still in the research or discovery phases too.
Similarly for YouTube, businesses should look to ensure video titles and descriptions are targeting the right keywords and phrases. And as the platform now transcribes content, it is also crucial that these keywords are mentioned in the video. But most importantly, content needs to be engaging.
Again, there are a number of best practices for each of these platforms, but essentially, what’s key here is that you remember to focus on them as well as any efforts on Google, as this will help you establish a strong overall online presence.
No matter the platforms you are choosing to optimise your performance on, it will always require a long-term commitment. And although the commitment will pay off in time, businesses looking for shorter term results should consider using PPC tactics to supplement their SEO efforts.
The two activities can run hand in hand. If equal amount of focus and attention is given to both, there is opportunity for one to help the other, too. For instance, if your ads are ranking well and raising awareness of your brand and traffic to your website, there is then a greater chance for this is impact people’s organic perceptions and recollection of your company. They may even search for your product or service by name, or look for your listing in organic results, which could certainly help improve a search engine’s interpretation of your authority and relevance – both of which are key factors for SEO.
Similarly, there really is no harm in taking up additional space on a search engine results page, which is only possible through a ranking ad and organic listing.
And while it might seem running both activities will create extra workload and strain on your resources, there are ways to minimise the burden. For example, keyword research can be conducted and applied to both initially, and then micromanaged using an integrated software solution in order to inform and streamline any areas for improvement.
Ultimately, there is still a lot to be discovered and implemented when it comes to optimising your online presence. There really is no one way to go about it, either. Businesses need to look at what is and isn’t working for them and those they are competing against, and identify the untapped opportunities that will help them get ahead. SEO isn’t a game of following suit, and that is the real secret.