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5 Brands That Used Influencer Marketing to Raise Their Profile

Influencer marketing is more than just a marketing buzzword these days. More companies are utilizing this marketing method to boost sales and grow their brands.

For those still confused about what influencer marketing is, it’s simply the act of promoting or selling products or services via influencers, or people who have the ability to affect a brand. Where the main influencers before were celebrities and industry leaders, today’s influencers are more varied. Nowadays, top brands are seeking out bloggers, food critics, makeup mavens and celebrities who rose to fame on platforms like YouTube and Instagram.

Brands that Benefited from Influencer Marketing

Influencer marketing provides a lot of benefits. Brands can reach the relevant demographic and enjoy high levels of engagement. It’s also affordable and can help retain a brand’s authenticity. Numerous companies have already successfully leveraged these people to give their brand a boost.

Clinique for Men

Clinique is renowned for its hypoallergenic skincare for women. When the iconic cosmetic company launched a men’s line, they raised product awareness by partnering with a disparate group of male influencers from various professions. These influencers consisted of filmmakers, outdoorsmen, stylists, and lifestyle bloggers, each representing a group of men who would be interested in using Clinique for Men. Every post used in the campaign was unique and defined the influencer. For instance, surfer Mikey de Temple posted a photo of himself wearing his surf gear, with his surfboard in the background, along with a Clinique product.

Clinique’s campaign was golden for several reasons. One, the company’s choice of influencers were so diverse that it expanded the product’s reach. Also, the posts integrated the product smoothly into a setting that was so natural to the influencer. This helped create a more organic interest in Clinique’s men’s line.

Fashion Nova

One brand that has truly embraced influencer marketing is Fashion Nova. According to the company’s founder and CEO, Richard Saghian, Fashion Nova is a viral store that works with 3,000 to 5,000 influencers. Its aggressive marketing efforts rely on lots of model and celebrity influencers, like Kylie Jenner and beauty vlogger Blissful Brii. The former has 93.8 million followers on Instagram while the latter has 93 thousand subscribers on YouTube. These two influencers alone have garnered millions of engagements, likes, and comments for the company.

While other brands go for low-key but very relatable influencers, Fashion Nova went for the celebrities. While this will obviously net a company high-levels of engagement, it can also be costly. But as Fashion Nova has proven, it’s a worthwhile investment.

Lagavulin’s Whiskey Yule Log

This is a magnificent example of how an influencer marketing campaign made a product culturally relevant to a generation. Young people might not have a taste for single malt whiskey, but Lagavulin’s 2016 campaign featuring Nick Offerman changed that. Offerman’s iconic Parks and Rec character, Ron Swanson, is known for his love of whisky. Lagavulin’s 45-minute video took inspiration from YouTube’s yule log videos and simply showed Offerman quietly sipping and enjoying his whiskey next to a fireplace.

The campaign was a success because Lagavulin found the perfect influencer for its brand. Offerman’s character proved to be a critical match for the target audience. As a matter of fact, the campaign was so good that it won an award for Best Influencer & Celebrity Campaign.

Zafferano

Zafferano does not have the same name recall as Nobu or other famous restaurants. But this Singapore-based establishment is a prime example of how social media can be used to boost audience engagement. The company tapped 11 Instagram influencers who are popular in the lifestyle and food category. They invited them to the restaurant for a special meal and in turn, they shared photos of the dishes on Instagram. The influencers also described the dishes and their dining experience. Details like price and availability were also included.

Zafferano’s campaign is notable because of the experience it created for the influencers. This, in turn, helped them come up with authentic and sincere reviews. Since the campaign had such a genuine feel, it encouraged followers to interact and engage with the posts.

Zara

Clothing powerhouse Zara was one of the most profitable companies in 2015, and that’s partly because of its successful influencer marketing campaign. The company’s social media marketing campaign got some help from several top fashion-forward Instagrammers. The Instagram posts shared by these popular influencers showcased Zara’s clothing lines and their followers used these photos to get ideas on what’s currently trending as well as tips on how to work a particular style.

Related image

Zara’s campaign was a success because the company handed the control over to the fashion influencers, the people that customers looked to for fashion advice. The content that was used in the campaign was subtle and useful, which made it even more valuable to the influencers’ thousands of followers.

[Featured image via YouTube]

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Copywriting: Listen to customers so you can speak their language

Words are subtle indicators to tell a potential customer “we understand you specifically” and “this offer is meant for people like you.” To truly speak our customers’ language, we must listen to them because our customers may be very different from us.
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The 3 Easiest Link Building Tactics Any Website Can Use to Acquire Their First 50 Links – Whiteboard Friday

Posted by randfish

Without a solid base of links, your site won’t be competitive in the SERPs — even if you do everything else right. But building your first few links can be difficult and discouraging, especially for new websites. Never fear — Rand is here to share three relatively quick, easy, and tool-free (read: actually free) methods to build that solid base and earn yourself links.

Link Building Tactics to Acquire Your 50 First Links

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about how to get those first few links that every website needs to be able to compete. Many folks I know when you get started with link building, it can seem daunting and overwhelming.

So let me walk you through what is essentially a half a day of work, maybe three or four hours of work to try these three tactics that will almost certainly get your business or your organization the first handful, let’s say 50 links that you need to start being able to compete. Content can you take you a long way. Keywords can take you a long way. Engagement and interaction can take you a long way. But you’ve got to have a base of links. So let’s get started here.

#1. Your brand name, domain name, and founder’s/execs names

The first one is basically looking for links that come from your own name, your brand name, your domain name potentially, and the names of the founders or people who run your company.

Step One: Search Google for the names in quotes.

So if it was me and Moz, you’d be searching for “Rand Fishkin” or “Moz.com” in quotes, not the domain name in the URL field. But in the Google search bar, I’d be searching for “Moz.com” in quotes or “Moz + SEO.” Moz also has other meanings, including the singer Morrissey, which makes for confusing types of things. If you have that, you’ll need to use your brand name plus some sort of signifier or identifier. It’s very rare that Morrissey gets mentioned along with search engine optimization. It’s very often that Moz gets mentioned along with SEO, and so I can combine those to search for it. So any of these searches will result in a big list of tons of Google results.

Step Two: Manually check the top let’s say 50 to 100 results to confirm that…

  1. They link to the right place, and if they don’t, if there are mentions of Rand Fishkin that don’t link to Moz, we should fix that. We’re going to contact those people.
  2. If you can control the anchor text and where the link location points, you can update it. For example, I can go to my LinkedIn. My LinkedIn has a link to Moz. I could update that if I were at a different company or if Moz’s domain name changed, for example when it did change from SEOmoz to just Moz.
  3. If it’s missing or wrong, I find the right people, I email them, and I fix it. As a result, I should have something like this. Every single mention in Google has a link on the page to my website. I can get that from brand name, from domain name, and from founders and executives. That’s a lot of great links.

#2. Sites that list your competition

So this is essentially saying we’re going to…

Step One: Identify your top 5 or 10 most visible on the web competitors.

This is a process that you can go through on your own to identify, well, these are the 5 or 10 that we see on the web very frequently for searches that we wish we competed for, or we see them mentioned in the press a ton, whatever it is.

Step Two: Search Google not for each one individually, but rather for combinations, usually two, three, or four of them all together.

For example, if I were making a new whiteboard pen company, I would look for the existing ones, like Pilot and Expo and Quartet and PandaBoard. I might search for Pilot and PandaBoard first. Then I might search for Pilot and Expo. Then I might search for PandaBoard and Quartet and all these various combinations of these different ones.

Step Three: Visit any sites in the SERPs that list multiple competitors in any sort of format (a directory structure, comparisons, a list, etc.)

Then in each of those cases, I would submit or I would try and contact or get in touch with whoever runs that list and say, “Hey, my company, my organization also belongs on here because, like these other ones you’ve listed, we do the same thing.” So if it’s here’s whiteboard pen brands, Expo, PandaBoard, Quartet, and your site, which should now link to YourSite.com.

This is a little more challenging. You won’t have as high a hit rate as you will with your own brand names. But again, great way to expand your link portfolio. You can usually almost always get 20 or 30 different sites that are listing people in your field and get on those lists.

#3. Sites that list people/orgs in your field, your geography, with your attributes.

This is sites that list people or organizations in a particular field, a particular region, with particular attributes, or some combination of those three. So they’re saying here are European-based whiteboard pen manufacturers or European-based manufacturers who were founded by women.

So you can say, “Aha, that’s a unique attribute, that’s a geography, and that’s my field. I’m in manufacturing. I make whiteboard pens. Our cofounder was a woman, and we are in Europe. So therefore we count in all three of those. We should be on that list.” You’re looking for lists like these, which might not list your competitors, but are high-quality opportunities to get good links.

Step One:

  1. List your organization’s areas of operation. So that would be like we are in technology, or we’re in manufacturing or software or services, or we’re a utility, or we’re finance tech, or whatever we are. You can start from macro and go down to micro at each of those levels.
  2. List your geography in the same format from macro to micro. You want to go as broad as continent, for example Europe, down to country, region, county, city, even neighborhood. There are websites that list, “Oh, well, these are startups that are based in Ballard, Seattle, Washington in the United States in North America.” So you go, “Okay, I can fit in there.”
  3. List your unique attributes. Were you founded by someone whose attributes are different than normal? Moz, obviously my cofounder was my mom, Gillian. So Moz is a cofounded-by-a-woman company. Are you eco-friendly? Maybe you buy carbon credits to offset, or maybe you have a very eco-friendly energy policy. Or you have committed to donating to charity, like Salesforce has. Or you have an all-remote team. Or maybe you’re very GLBTQIA-friendly. Or you have a very generous family leave policy. Whatever interesting attributes there are about you, you can list those and then you can combine them.

Step Two: Search Google for lists of businesses or websites or organizations that have some of these attributes in your region or with your focus.

For example, Washington state venture-backed companies. Moz is a venture-backed company, so I could potentially get on that list. Or the EU-based manufacturing companies started by women, and I could get on that list with my whiteboard pen company based there. You can find lots and lots of these if you sort of take from your list, start searching Google and discover those results. You’ll use the same process you did here.

You know what the great thing about all three of these is? No tools required. You don’t have to pay for a single tool. You don’t have to worry about Domain Authority. You don’t have to worry about any sort of link qualification process or paying for something expensive. You can do this manually by yourself with Google as your only tool, and that will get you some of those first early links.

If you’ve got additional suggestions, please leave them down in the comments. I look forward to chatting with you there. We’ll see you again next week for another edition of Whiteboard Friday.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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New Facebook Badge Connects Elected Officials With Their Constituents

Facebook has now expanded its Town Hall concept, which allows people to reach out to their elected officials, as it came up with a dedicated feature for politicians themselves.

With this feature, elected officials can further determine the pulse of their constituents, and better represent their voices in Congress.

In relation to this, Facebook has introduced three new features:

    • Constituent Insights: This allows elected public officials to determine which among the issues is most relevant to their constituents. The content can come in the form of a news story, personal experience, or advocacy. The politicians can immediately share their opinions to further clarify a point or address a problem.
    • Constituent Badge: This makes it easier to connect the elected public official with their constituents. Facebook even has filtering controls to weed out those pretending to be living in the same district as the government representative. It does this by limiting the address entered by users to one each. If the user changes the address, the badge will also be removed.
    • District Targeting: This allows for instantaneous feedback, as politicians deal with their constituents directly through Facebook. The filtering tool already explained above ensures that they are only dealing with people within their districts.

In addition, politicians can also choose to engage with their constituents, rather than just waiting for them to raise their concerns. Informal polls using this feature may be an important tool in representation.

While this is part of Facebook’s intention to be a positive force in encouraging public discourse, this new feature connecting politicians with their constituents will still depend largely on social media users actually capitalizing on the town hall features of the platform.

Mark Zuckerberg has been accused of helping tilt public opinion toward President Donald Trump in the run-up to the November 2016 elections by not adequately curating false information against Hillary Clinton. The former state secretary under the Obama administration called out Facebook several times on the issue.

In his February manifesto, Zuckerberg said that Facebook is taking a more active role in developing communities, instead of just connecting families and friends.

“For the past decade, Facebook has focused on connecting friends and families,” Zuckerberg said. “With that foundation, our next focus will be developing the social infrastructure for community.”

He added, “Giving everyone a voice has historically been a very positive force for public discourse because it increases the diversity of ideas shared.”

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Marketers Mismatch Their Media Habits With Average Americans

A recent survey by the Video Advertising Bureau (VAB) found that marketers and advertisers consume media much differently than the typical consumer. While this might not be a big surprise, there is a strong possibility that media buyers are relying too much to their own media habits in determining ad spends which could be affecting marketing outcomes.

In what is a perception versus reality set up, ad executives either assume that the average person has the same media routine as them, or simply misestimate people’s media habits.

In general, the advertising community is more affluent, more connected, skews male and younger than the US population, is more likely to own every major digital device (computer, DVR, smartphone, and tablet) yet have less household TV’s, and stream more content via smart TV’s and OTT devices. Also, advertisers tend to be busier and more “on the go” than the average American.

“The advertising business is running so fast to keep up with digital platforms that we’re outpacing the market, and creating an echo chamber that warps our perspective on the people we’re trying to reach,” said Danielle DeLauro, VAB’s Senior VP, Strategic Sales Insights.

Where this gap is most notable is with video consumption. Compared to Nielsen’s Q3 16 Comparative Analysis Report, the 250 surveyed marketers estimate of adults’ TV video consumption is off by over 50 percentage points:

Also, advertisers think that adults are only watching TV 2 hours or less each day while Nielsen says it’s actually 4 hours and 35 minutes per day.

“Go to any advertising conference today, and you hear about what’s next at the expense of what’s now, so you’d be forgiven for thinking that no one is watching live TV and everyone is on social media all day. The problem with this myopic focus on what’s new and next is that marketers need to sell products today, and that requires a precise understanding of how people are actually using media now,” said DeLauro.

The report goes on to show that advertisers’ think we spend more time watching video on computers and mobile devices, while less on TV, than what Nielsen stats show. While VAB proponents and Neilsen have vested interests in TV viewership success, the study seems to indicate that marketers might be little distorted when evaluating consumers’ media habits.

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Cory Huff: Shakespearian Actor Starts A Blog To Teach Creative People How To Sell Their Art Online And Today Makes $180,000+ A Year Online

[ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] Cory Huff is certainly a creative person. He’s an interesting mix of actor and internet marketer, who today runs a business focused on teaching other creative people how to sell their art online. Cory runs a blog,…

The post Cory Huff: Shakespearian Actor Starts A Blog To Teach Creative People How To Sell Their Art Online And Today Makes $ 180,000+ A Year Online appeared first on Entrepreneurs-Journey.com.

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Google Updated Their Algorithm For “Did The Holocaust Happen?” Controversy?

Over the past week or so, Google has been getting some heat around various anti semitic and racist sites ranking well in their search results. One of those queries getting a ton of attention is [did the holocaust happen]…


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Due to a bug, AdWords Partners are told their Search Ad specializations have expired

The bug is also affecting company specialization data in Partner accounts.

The post Due to a bug, AdWords Partners are told their Search Ad specializations have expired appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


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CrankyAds Founders Chat About Closing Their Startup, TED Talks, Planning Your Week Ahead And More

Walter Haas, who was the lead developer and co-founder of CrankyAds, and I jumped on to record what I hope will be a new and ongoing feature here on EJ – a talk show in podcast form. [ Download MP3 | iTunes | Soundcloud | Raw RSS ] We don’t have a name for the show yet,…

The post CrankyAds Founders Chat About Closing Their Startup, TED Talks, Planning Your Week Ahead And More appeared first on Entrepreneurs-Journey.com.

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Just How Long Are Big-Company SEOs Waiting for Their Most Important Changes?

Posted by willcritchlow

What would you say if I told you that the average SEO at a big company has been waiting over six months for their highest priority technical change and doesn’t anticipate seeing it deployed for at least another six months? (40+% have been waiting over a year).

If you work in that kind of environment, there’s a good chance you’re not surprised, and if you’ve worked as a consultant and your experience is anything like mine, you might even be asking yourself “is that all?” It’s such a common challenge, and it’s so core to our fundamental goal of making a real difference for our clients, that the ability to effect change has even made it into Distilled’s core values.

Challenges in this area are a growing problem for big companies. As startups in particular come to grips with continuous deployment and similar approaches that bring agility to their processes, big companies risk being left behind on an aging technology stack.

Fred Wilson deploys code at Etsy

Board member Fred Wilson deploys code at Etsy. Photo credit.

The stats I opened with came from surveying a range of SEOs at big companies — a couple of dozen people responsible for billions of pageviews/month. I put together a survey form, sought out suitable people to respond — from mine and Distilled’s extended network — and then focused in on those managing big sites.

I’m still very interested in hearing more thoughts on this topic by the way, so if you haven’t shared your experiences with me, you can still go ahead and do that:

Take the Enterprise SEO Survey

If I get tons of new data, I’ll happily return to update this post.

My goal was to hear more about the real problems faced by enterprise SEOs and to collate that information for all of you so that we can all become more effective. To do this, I asked:

  • What is the technical change you are most desperate to make to your site that’s been difficult to get done?
  • How long have you been waiting for this change?
  • When do you anticipate you will finally see it live?
  • What is holding it up?
  • How big of a problem is this kind of thing for your organization?

Breakdown of the responses

Here’s how long people have been waiting for the technical change they are most desperate to get implemented (42% have been waiting longer than a year):

How long enterprise SEOs have been waiting for their top change

And most (58%) don’t anticipate seeing that change live for at least another 6 months:

How long enterprise SEOs anticipate waiting for their top priority change

Why does this happen?

The most common reasons given for the inability to get their top priority changes made were:

  • Marketing team priorities fall behind those of other teams (53%)
  • The change they want is “not possible” with current platform (37%)
  • Every change has to pass through a long dev backlog (32%)

The full range of answers can be mainly bucketed into two big reasons:

  1. Difficulty in proving the value in advance or making the business case
  2. Legacy technology or outdated processes hampering progress

Is it a big deal?

While the most common response was that it was “just” a serious frustration, almost half of the people I spoke to (47%) reported that inability to make these kinds of changes is stopping their team hitting their objectives or cramping the performance of the whole company:

How much of a problem this is to enterprise SEOs

Given the scale of company we are talking about here, this is incredible — especially for the fifth of people who said it’s cramping the performance of the whole company. That turns it from some geek thing into a burning issue for senior leadership.

What should we do about it?

1. Get better at consulting (even in-house)

The quickest win (which can feel like cheating) is to improve our personal consulting, persuasion, and communication skills. Getting things done sometimes comes down to making our case more effectively — either with more data or with a better argument. Some resources that you might find useful here include:

2. Make better business cases

One specific part of consulting skills that is particularly important in getting things done in big orgs is the ability to build a business case. This requires financial/data analysis skills, but it’s important to remember that it’s not enough to make an Excel model — you also need to tell the story (see some of the resources above).

I spoke on this subject a couple of years ago at our San Diego SearchLove conference in 2013 in a talk about technical (slides here, video here [behind a paywall — if you don’t have a DistilledU account, you can use this link to get access to that video for free]). I talked about:

  1. Winning hearts as well as minds — with descriptions of your vision, competitor comparisons, proof that customers care etc.
  2. Preparing like you are going to have to go into a meeting with Jeff Bezos (I love some of the stories here and you should particularly read about Steve Yegge’s experiences)

We’re getting really excited about the kinds of business cases we are able to build with split-testing. When you can present data like this, it gets way easier to get things done:

SEO split test results

(That’s a screenshot from our new tool — ODN — by the way. If you’d like a demo, you can register your interest here).

3. Make things better over time

All of the problems I’ve talked about here are compounded by technical debt. A great goal for enterprise/in-house folks is to build the flywheels and to do the things now that will make all of this easier in the future. Upgrading core infrastructure, getting towards continuous integration and fast deployment, and improving slow processes all have long-term ROI.

In particular, getting in place tools like tag management move many kinds of change directly into the hands of the marketing team. This is again our thinking behind building our ODN tool — in addition to building business cases, it’s designed to get changes live in the interim until they can be fully built-out into the back-end.

I think my best general recommendations in this area are to start with the lean startup — I had read some articles about it, but it was only when I saw Eric Ries speak (before I’d read the book) that I truly “got it” about what he was calling an MVP which is actually closer to what Rand called marketing first than it is to building an ugly prototype. This image explains it well:


Some more resources:

I’d love to hear your thoughts in the comments — and don’t forget that if you are in charge of search for a big site, I’d still love to hear your experiences in the survey:

Take the Enterprise SEO Survey

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