Written for EO by James Scott, a marketer and co-founder of Essay Supply. Today, influencer marketing is one of the most effective tools for building brand loyalty and boosting sales in a short time period. If you have never worked with social media celebrities before, now’s the time to learn how to make influencer marketing work for you. 1. Make posts look like honest reviews“If you want your marketing campaign to bring positive results, posts should read 100% naturally,” states Amanda Sparks, a chief marketer at ResumesCentre. Social media users follow the influencers’ profiles to find interesting content, not for intrusive ads. Avoid direct promotion and create posts that look like truthful reviews written by the digital celebrities. Take a look at the following post published by a travel blogger Luisa Arriola. This text appears to be a personal opinion about the place she visited and truly loved. Even without any sales language, the post led her followers to check out Hostel Vista Verde. 2. Teach and educate your target audienceChristopher K. Mercer, a digital marketing specialist and CEO at Citatior, says, “Users really appreciate the influencers who share lifehacks and useful tips with their audience. So, it’s a good idea to ask an influencer to show and explain how to use your product. Followers will likely view this piece of content not as an advertisement, but as advice or a ‘how-to.’” 3. Incorporate ads subtlyMention your product in a way that most users will not even notice that it’s actually an ad. The name of your product should become an essential part of the piece of content. Too hard to do? Turn to the pros. Writers at Upwork, OnlineWritersRating or PeoplePerHour can help you. But if you want to learn how to use this copywriting technique by yourself, review the following post published by popular food blogger, Dennis Prescott. Neither the text nor photo looks too promotional. When Dennis talks about the summer backyard party with his friends and mentions about the grilled hot dogs and beer, every word of the post sounds natural. 4. Or … advertise openlyIn rare cases, when it’s a fact that the influencer used your product and liked it, it’s OK to embrace the advertising. However, do so only if you are sure that your target audience will accept it positively. “If there is a risk that an obvious ad will result in hundreds of the negative comments and dislikes, you should give up this idea,” says Natalie Andersen, a CEO at GetGoodGrade. Let’s analyze a sponsored post by BrighterWhite, where Malu Trevejo openly demonstrates a product she used. As a rule, this kind of promotions doesn’t work well, but it brought excellent results in this case. The trick here is that the singer’s followers are mainly teenagers, who tend to accept ads on social media more readily. 5. Review every postDon’t allow an influencer to create and publish a post without your permission. Check the quality of content and make sure that it presents your brand in the most favorable light. Moreover, you are responsible to proofread the text. Do it with the help of popular grammar checkers like Grammarly and Scribens or professional editing services like FlashEssay. If you want to run an influencer marketing campaign successfully, start with learning the right editorial techniques. After that, find an influencer who actively communicates with your target audience and has loyal followers. Then, craft your content and create a buzz! James Scott is a marketer and co-founder of Essay Supply. He specializes in targeting, branding and SEO. The post Not Yet Up on Influencer Marketing? Start Here appeared first on Octane Blog – The official blog of the Entrepreneurs' Organization. via Octane Blog – The official blog of the Entrepreneurs' Organization https://ift.tt/2yfk9t3
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Written by Heather Watson, behaviorial designer at The Center for Generational Kinetics. A version of this article originally appeared on the The Center’s blog. Does it feel like you just started getting used to Millennials’ workplace preferences? Well, it’s time to start adapting to the next generation of workers: Generation Z. What’s the secret to engaging Gen Z at work? Feedback, feedback and more feedback! Gen Z Employees Want (Very) Frequent Feedback from ManagersIn our 2017 Gen Z national study, we discovered that 60% of these younger workers want multiple check-ins from their managers during the week. In fact, of those, 40% want an interaction with their boss daily or several times each day. And while we saw this trend with Millennials, it’s really taking off with Gen Z. But what does that mean? Do managers need to have hour-long conversations with Gen Z employees, multiple times during the week? Who has that kind of time? In fact, what this group actually wants is not lengthy discussions. Rather, they want consistent recognition. Gen Z wants to know that you see them and that you appreciate their effort. A two-minute, daily check-in could be all they need. For example, here is a quote from one of our Gen Z focus group participants: “I’m really difficult on myself, so it means a lot to have a supervisor take time out of their day to be physically present and verbally say ‘We value you.’” Feedback and check-ins with their managers are how Gen Z employees know they are doing a good job. Unlike the generations before them, such as Gen X and Baby Boomers, Generation Z sees conversations with their managers as a good thing. Many older employees viewed conversations with a boss as trouble. Gen Z, however, will feel something is wrong if managers are distant. What Kind of Feedback Does Gen Z Want?Engaging Gen Z at work requires coaching to the performance as well as to the person, which might be unfamiliar territory for Baby Boomers. Gen Z wants both constructive skills-based feedback as well as personal check-ins. As the new generation in the workplace, they need senior employees, managers, and mentors to help build their skills. Not all of your feedback needs to be confidence boosting or high fives—they don’t need a trophy every 10 minutes. Instead, when you see areas that need development, say, “Hey, I need to show you how to do this differently, more effectively, or more efficiently.” Additionally, while Gen Z definitely wants feedback on their job performance, they also crave personal interaction. For Gen Z, having a boss that’s also a friend or mentor is key to engagement. As a supervisor, show them you are not only interested in their work, but also their lives outside of work. Get to know them as people, not just employees. Ask about their pets, hobbies, interests, family—anything, as long as you show that you care about their life. A version of this article originally appeared on the blog of The Center for Generational Kinetics, which was founded by EO member Denise Villa-Dorsey Ph.D. (pictured, at left). The Center solves tough generational challenges with iGen, Millennials, Gen Y, Gen X and Baby Boomers. It delivers custom research, speaking and strategic consulting deliver innovative, practical solutions that drive results.
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November 2020
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