The TL;DR: September 22, 2017
This week we’re talking about repurposing user-generated content, the do’s and don’ts of influencer marketing, and creating a good hashtag.
Repurposing Customer Content Throughout the Customer Journey:
User-Generated Content, or UGC, has become an integral part of the buying cycle in today’s world. Tint recently shared some ideas on how to capitalize on this. Read the full article here.
Here are 9 ways repurposing customer content can help you find more success.
- Potential customers are much more likely to trust recommendations from other customers than brand-owned marketing.
- Using UGC (with permission) in paid ads can help boost conversion rates.
- Adding digital signage of UGC at your place of business can really help inspire people to purchase and share.
- The fresh stream of content UGC provides can dramatically improve your SEO if you post it on your site.
- Content created by employee advocacy can actually drive new revenue.
- Influencer marketing can help you connect with new audiences and amplify organic reach.
- Adding photos of customers actually wearing and using products on ecommerce pages can increase purchase conversions.
- Events provide a great opportunity for UGC to generate buzz.
- Using UGC correctly can help supercharge your customer journey from start to finish.
The Do’s and Don’ts of Influencer Marketing:
Influencers are a powerful force in today’s marketing but you need to make sure you do it right. Read the full article here.
- Find the right influencer: Make sure your influencer is active, experienced, aligns with your target consumer and your brand, and has an engaged following.
- Have a plan: Make sure both your brand and your influencer know what the expectations are and what’s going to happen when.
- Repurpose influencer content: Influencers will likely create effective, beautiful, and unique content for your brand. Leverage this on your channels.
- Compensate your influencer: Whether you’re paying them with free products, services, or paying a fee, just make sure you compensate them.
- Take complete content control: You’re tapping an influencer for a reason. Their followers like their content, so give them the opportunity to add their own flair to your brand.
- Dismiss microinfluencers: While they have smaller audiences, microinfluencers tend to have a more engaged, niche audience which could lead to better conversion rates if they match your brand.
- Expect the wrong return: Make sure both you and your influencer know what you’re expecting. Also, be realistic about the returns you’re going to get. Don’t expect the audience of a fashion blogger to make a piece about a burger go viral.
- Miss out on influencer traffic: Ensure you prep your brand’s handles for the influx of attention from an influencer’s audience. Leverage their content and put your best foot forward on your page to encourage new people to follow you.
How to Craft a Great Hashtag:
A great hashtag can be the difference between a successful campaign and a PR disaster. These six steps will help you stay on top of it. Read the full article here and see the infographic below.
- Add emotional appeal.
- Play on words.
- Make it actionable.
- Find any hidden or unintended words.
- See who’s already using it.
- Display the content from your hashtag on your site.