"Influencers" Outreaching to Brands are Doing it Wrong.

I currently find myself as a sort of gatekeeper for a popular consumer brand; receiving about one to two inquiries from so-called influencers looking to work with us. Most of the time, these messages go something like this: “Hello, I love your products and would love to do something with you. Thank you.” Almost always those type of messages go in the trash. I’m a busy guy so I don’t have the time to track down a reason for why we would want to work with you in return.

On the occasion I click through to check out the social profiles, here is out it goes.

  • The number of followers the influencer has is just in the four-figures and there is no sign the person uses our product. Deleted.
  • Four-figure followers, but he or she actually uses the product. However the quality of their posts are too low to bother with. Delete
  • Four-figure followers, uses the product and the quality go the posts are really great. Honestly this is pretty much a white whale; people consistently posting great content are going to have strong following. However, finding someone in the category can be an opportunity of “getting in on the ground floor” in terms of economically creating interesting content together. Follow-up and see what they might be like to work with.
  • Six to seven figures of followers, but no sign they use the product. Ugh, they’re just looking for a pay cheque and probably have an agent. I say ‘ugh’ because these types of influencers can just be a pain to work with, however thats not to say they’re not worth it. Working with this level of influencers can be great for a outreach campaign to target customers. Reach out and get an idea of their rates and their process for negotiating; then adding them to a list for future campaign plans.

The messages from influencers pretty much guaranteed to get a response layout he or she is a fan of the brand and uses the products, what kind of engagement they have and specifically what they are interested in working on with the brand. Even better yet, these messages should show example(s) of their work and what we can expect.

I’m working with an influencer right now that did just those things. She demonstrated being an brand fan, showed an example of a video she had already done and requested an interest of making a video for another product in our lineup. The video example was fantastic and although her follower numbers were low, it was obvious her video editing skills were promising. We immediately send of the product she was interested in and waited to see the results. Again, the resulting video was a strong showing; easily worth our investment of time and product.

I can tell you know, she is at the top of our list for future plans and I’m looking forward to seeing the relationship grow and develop. The experience also sets the bar for the messages I receive daily from ‘influencers’ reaching out. Those one-line messages are filling up my trash can.

Some Great Reads of the Week

Business folks like to say, "everything is marketing" or "everything is customer service". Well here's an article from Marketing Magazine with "The case to move customer service online." In smaller companies in particular, it may be necessary for the marketing team to assist the customer service team getting online and building those digital support channels. It has often been part of my marketing plan to boost customer service online; happy customers are repeat customers! Now its nice to have some stats to back it up.

If you are not following the Buffer Blog, go do it right now. Seriously, I'll wait.

Speaking of Buffer, their latest post "How We Doubled Email Signups in 30 Days" is a nice read and break down of their process. It also happens to be timely for a project I'm working on.

Who else can't wait to try out Promoted Pins on Pinterest? TechCrunch has the lead "Pinterest Expands Self-Serve Promoted Pins Platform to More Businesses". I'm still waiting for the invite, but at least its coming soon.

Best of the Week

It was a short and stressful week, so I didn't get a chance to read as much as I'd like but here are the gems I did manage to review. How do you find time to read?

* If you haven't heard, Google Analytics has rolled out Enhanced Ecommerce Analytics. Dive deeper into your site's performance | http://goo.gl/BjPuAC

* On a side note, I'm getting really tired of reading articles portraying themselves as offering deep insights into marketing on Facebook or Twitter, when all they do is cover the basics. 

* Fliptop has posted an ebook about predictive lead scoring. Download it and learn how to send just the best leads to your sales team. | http://bit.ly/PLS_guide

 * I miss having a standing desk, so this list of excercises to make up for all the sitting is worth printing out and posting at your desk | Art of Manliness http://www.artofmanliness.com/2014/08/05/undo-the-damage-of-sitting/ 

* Long read - FRESHLY PRESSED: Harry Holly Helped Make the the Fast Food Hamburger Possible | https://thedistance.com/hollymatic

Best of the Week

Like any good marketer, I read a lot. I like to stay on top of the latest news, product launches, reviews, how-to's, case studies and more to help me perform better at my job. As you can imagine I see a lot of content junk and hopefully a few gems every week. I figured I'd start to share some of those gems here.

The jury might still be out on Google+, but if its part of your marketing mix, here are 11 Ways to Get More Followers for Your Google+ Business Page via SocialMediaExaminer.

I unfortunately get dragged into the conversation about website content being above the fold, here's 3 Reasons Why Online Content Can Leave 'Above the Fold' Behind by the Content Marketing Institute.

Oh I really liked this read; having this set up would make the job of marketing so much easier in larger organizations. The Case for Why Marketing Should Have Its Own Engineers from the First Round Review.

As a B2B marketer by day, LinkedIn's purchase of Bizo has me all sorts of intrigued for what is to come. MarketingProfs lists out Three Ways it Affects You.


Facebook is rolling out Ads Manager for iOS and Android

Facebook announced today the launch of a mobile ad manager to give advertisers the means to better manage their accounts on the go. This is going to be an instant winner for entrepreneurs running their business from their phone.

The mobile manager will allow users of the iOS and Android apps and Facebook’s mobile site to:

  • Pause or resume campaigns
  • Edit budgets and schedules
  • View insights
  • Respond to alerts

Facebook said the new feature will be rolled out globally in the coming days and be available to all advertisers by the end of the summer.

It will be accessible via an Ads Manager bookmark within Facebook apps or the mobile site:

It’s May 2014, and Here Are Four Ways that SEO Is Drastically Changing


It’s May 2014, and Here Are Four Ways that SEO Is Drastically Changing

The only unchanging truth about SEO is that it’s always changing.

I almost didn’t write that line, because it sounds so cliche.

I don’t want to dish up half-baked cliches. Instead, I intend to deliver some stop-and-think advice. We’ve heard cliches before. Ad nauseum. Search marketing in 2014 demands more than cliches. We to need to take a hard look at where search marketing is now, and maybe why…

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LinkedIn Introduces Language Preference Targeting For Company Pages


LinkedIn Introduces Language Preference Targeting For Company Pages

LinkedIn launched two new capabilities to its service this week designed to help global brands with audiences in multiple locations around the word enhance their social media efforts with more local content and conversation on LinkedIn. The two new capabilities LinkedIn is launching are language preference targeting and the personalized page feed.

According to LinkedIn’s announcement, 67% of…

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Three Things Digital-Savvy CMOs Are Doing Different

Marketing is changing faster and faster; its a constant endeavor to keep up with the new technologies and opportunities. This article doesn’t really point out activities you shouldn’t already know about, but what I found startling was just how many marketers are still behind the curve. Especially at big companies with lots of resources; especially in regards to big data technology.