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Amanda Russell, a branding guru and online fitness expert, just published her new book on influencer marketing.
In “The Influencer Code”, Russell reveals the insider secrets and top tips she’s drawn on when designing campaigns for major names like Lamborghini and Lionsgate.
Russell has academic creds too, having designed the marketing course for the University of California.
Business Insider got a sneak peek at “The Influencer Code” – and broke down 12 of Russell’s top tips for creating killer influencer content.
1. Capitalize on the audience’s desire for quality information
“If you’re espousing particular ideas, making particular recommendations, or making the case in favor of something, sticking with the facts will keep you out of hot water,” writes Russell.
A flashy ad with some “embellishments” might score you a couple of customers the first time around, that strategy will lead to diminishing returns.
Draw on data, testimonials, or some other strong form of proof, and you’ll build an unbeatable reputation for reliability.
2. Make sure you pick an influencer with a strong voice
This doesn’t mean asking your influencer to sing a few bars to find out if they have a silky baritone or glass-shattering falsetto.
Russell explains in detail how choosing the right influencer for your product can propel potential customers through their “decision journeys” while they’re thinking about buying.
She outlines how finding the right fit between your vision and the influencer you want to sell it to their audience can make all the difference.
3. Take a leaf out of Lady Gaga’s book and focus on the ‘one percenters’
Drawing on the words of consumer marketing expert Jackie Huba, Russell explains how pop stars like Lady Gaga target on smaller, hyper-loyal segments of their audience to maintain their success.
Huba has written a book on the subject – “Monster Loyalty: How Lady Gaga Turns Followers into Fanatics.”
In an interview with Russell, Huba says: “Gaga spends most of her effort on just one percent of her audience, the highly engaged superfans who drive word of mouth … It’s those fans who will evangelize her and bring new fans into the fold.”
4. Don’t underestimate the role of testimonials
Russell highlights the effectiveness of video testimonials used by online coding school Codeacademy on its website.
These testimonials include a successful Codeacademy graduate who went on to be employed at Pinterest, and the cofounder of a Y Combinator-backed startup.
Most importantly: they’re from real people, they’re happy with the service, they achieved success in their lives, and they address the fears one could expect potential customers to have.
5. Your content needs a ‘call to action’
There are different ways of communicating exactly what it is you want your audience to do next, but sometimes a straightforward instruction works best.
“I learned this firsthand when I started my YouTube channel,” writes Russell.
“For every video in which I asked my viewers to SUBSCRIBE, my subscriptions went through the roof. If I changed the call to action to ask viewers to COMMENT, the comments exploded…
“I quickly learned to say it and put it on screen.”
6. Put together a …read more
Source:: Business Insider