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Are Your Content Marketing Efforts Reaching the Right Audience? Essential Tips on How to Get Discovered
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NOVEMBER 2017
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How to Develop an Audience and Make Sure Your Content is Discovered
Think about your SEO marketing. Chances are, your goals are to develop and find the right audience, and in turn build lead generation and increase sales. Your target market is out there in the social online galaxy, so how do you find the influencers who have already captured their attention?
Optimized properly, influencer marketing campaigns can have a significant impact on how and where and by whom your content is discovered. An influencer’s content can rank for keywords within your content strategy, in turn improving authority in a more authentic way.
How to Develop Your Influencer Marketing Campaign
Influencer marketing is a way to develop a whole new audience. One of the most important points to keep in mind when strategizing and planning your influencer campaign is that you must take an audience-centric slant. In other words, you need to consider your audience when developing your campaign.
Since you need to understand your target audience before you decide on an influencer, you need to look at more than just demographics. Each consumer that makes up your target audience has their own personality, their own lifestyle, and their own buyer’s journey when it comes to making a purchasing decision. Demographics won’t show you all of these elements.
By implementing an audience-centric approach to your influencer marketing efforts, you need to know what makes your audience tick. To discover this, you can use audience intelligence platforms. Do not assume that you must align with influencers who already represent the category within which your brand lies. Do your research, and you may just find that your target audience is interested in other spheres that could align with your offering. This is an essential insight to consider when you begin your influencer search. Don’t be afraid to research influencers in similar categories or even slightly different categories – they may just be a good match for your content marketing efforts.
Once you have researched niche and desired influencers for your brand, you need to consider what type of target audience you are casting your net toward. This will help you identify the influencers you need to partner with.
Use these steps to identify your audience:
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Define your target audience
Identify who and what gets your audience excited
Determine what your audience cares about
Figure out where your audience is – which online platforms do they use the most?
Who are your audience listening to?
How does the audience discover products and make a buying decision?
By concentrating on the nuances of your target audience, you can create an SEO strategy that will help you find the perfect influencer with whom to align. That is one of the best things about influencer marketing – you can reach the audience you have always wanted to capture without worrying about wasting your marketing budget. What’s more, by working from your audience to your influencer, you will be in a better position to increase the effectiveness of your campaign by targeting your efforts to the audience that is truly interested in learning about your content, your brand, and your offerings.
Influencer Analytics and Reporting
You cannot delve into any kind of marketing without a solid strategy – it’s a recipe for brand failure. When the target audience is convinced by the influencer to visit your site or landing page and has a negative experience, they’re going to go elsewhere, guaranteed and therefore, influencer analytics is a critical part of your campaigns. But, it goes beyond simple shares or likes.
In an eMarketer survey, 84% of marketers reported that they would launch at least one influencer marketing campaign within a year. The question is, how can they, and you, ensure that the efforts put into the cooperation with key influencers are bearing any fruit? It is here that influencer analytics comes into play. Measuring and tracking the right activities is critical in achieving both yours and the influencer’s defined goals. Only once you have the right analytics and reporting in place, can you begin to improve and optimize both your content efforts and your influencer marketing endeavors.
Even if you think that your influencer marketing endeavors are going smoothly, keep in mind that one negative post from a prominent influencer can lead to a potential crisis, and you will need to act quickly. By analyzing the conversations, you will discover insights to inform your strategy. Also, you need to pinpoint any unfavorable posts that do not have traction, as in, no shares and no engagement.
Influencer Analytics Can Save Money and Time
A major benefit of influencer analytics is that it is less time-consuming than trying to measure all of your brand’s social media conversations, and therefore it can save you money. The magnitude and reach of social posts makes analytics a complex landmine and can take days or weeks to analyze every person’s post about your brand across every social media channel. Yes, you could use an automated tool to capture online conversations, or you could even analyze a small sample of posts to save time. But, will that really draw a full picture of your brand’s (and your content’s) success? Or, could you miss out on important alerts to potential crises?
It is far better to analyze and monitor the discussions of a few mighty influencers within your industry, and it is way more effective than try to track the social media world.
Once you have devised your strategy, set up an analytics program to help you find the most influential people online for your brand. Evaluate their messages and social media channels to ensure that it will resonate with your target audience. Once you have narrowed down your list, conduct a little manual research to find out their interests, the channels where they are most active, their most common hashtags and conversation topics, and basic statics like LinkedIn connections, Twitter followers, and Facebook likes. What are their engagement and share rates like?
Don’t Neglect the Strategy
Your influencer analytics needs to go beyond shares, social likes, and page views, though. To collect relevant and useful data from your campaign, you need to look at click engagement on links within their posts. To do this, you should set up and track conversion paths which will show you a customer’s journey from the influencer’s content to your website or landing page. By going deeper with your influencer analytics, you will gain significant insight into the offsite engagement that goes on as well as conversion data.
Analytics Matters
Analytics doesn’t only matter for your brand, but for your influencers, too. In fact, your influencer analytics offers critical information for both of you. Without such reports, how will you gauge your return on investment? How will you tell if your campaign has or has not worked? How will you discover room for improvement? How will your pick up on potential crises?
What’s more, the reports are necessary for influencers who want to show the next brand that approaches them just how authoritative they are in the industry. As influencer marketing becomes more popular, so does the pool of influencers that are available to brands. No longer is it merely about how big or small an influencer’s audience and reach are, influencers now have to showcase their level of engagement and authority.
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The Checklist Every Content Marketer Needs to Get Started
Now that you understand how to combine your influencer marketing strategy with your SEO efforts to create content that reaches a new audience and reels them in, we thought we would give you a quick and easy-to-follow checklist to get started with influencer marketing and SEO efficiency.
Step 1 – Define Your Goals
Decide what you want to achieve with your influencer marketing efforts? Do you want to generate leads, increase sales, build brand awareness, or simply begin to engage with a new audience?
Create a realistic timeline in which to achieve your goals.
Determine a budget for your influencer marketing campaign as budget can impact both your choice of influencers and your content marketing strategy.
Step 2 – Identify Your Target Audience
Figure out who your audience are
Set parameters for the target audience, including:
Their interests
Which social platforms they hang out on
The reach your influencer has over the audience
Where your audience are in the world
Step 3 – Set Out Your Keywords
Research relevant keywords for your campaign
Narrow down your keywords to a list of about five
Make a list of about five long-tail variations of the main keywords
Step 4 – Devise a Content Marketing Campaign
Decide how long your campaign will be
Figure out how many influencers you want to align with
Determine what type of content you will use
Devise a content marketing campaign brief that includes an outline of your target audience and your overall strategy
Step 5 – Find Your Influencers
Identify relevant influencers based on your target audience and content strategy
Engage with the influencers and begin to build a relationship with them. The goal should be to get noticed by the influencers before your campaign launches so that you have the opportunity to organically build a relationship and then continue engaging with your influencers even after your campaign comes to an end.
Step 6 – Set Up Your Content Plan and Influencer Analytics
Contact your influencers with a personalized message and give them in-depth insight into your content marketing campaign. Let them know what they will gain by aligning with you, what their audience will gain
Discuss the necessary deliverables and your budget for the influencer.
Give each influencer an outline that states the agreed upon timelines, compensation, deliverables, and key content messages.
How Iris Content Can Help
Influencer marketing travels along the same lines as other marketing campaigns. It is all about the long-term discoverability of your content by your target audience in social platforms and search results. But, organizations are still perplexed as to how to ensure their content continues to be found throughout both the old and new consumer’s buying cycle and across devices. Today’s savvy customers want to build a relationship with your brand and they want to be informed, through your content, about your offering. Working with the right industry influencers will ensure you get in front of new target audiences and continue to build important relationships.
However, your content needs to offer value. It doesn’t mean you have to create old-fashioned clickbait landing pages that blow your own trumpet. Rather, it involves content that generates awareness, informs, educates, and ultimately, converts leads into sales. It is no longer about the hard-sell, promotional content. Content marketing is about tackling your audience’s pain-points and enticing them to follow you since your (and their) influencers have already built a relationship with you.
This boils down to your content needing to entertain, educate, and convert. Writing the kind of copy that you want your influencer to talk about is not easy. It takes quite a bit of planning and strategizing, and not all marketers have the gift of the written gab. Iris Content has a team of dedicated and experience marketing content writers who can create content that is engaging and convertible. We create content that influencers want to talk about, share, and direct their audiences toward.
Let us take your consumer engagement and site traffic to a whole new level by fulfilling your content marketing requirements and creating content that will have influencers approaching you.
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[/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row][et_pb_column type=”4_4″][et_pb_divider color=”#cc4315″ show_divider=”on” divider_style=”groove” divider_position=”top” hide_on_mobile=”on” disabled_on=”on” /][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section bb_built=”1″ admin_label=”Blog post main Section” fullwidth=”off” specialty=”off” transparent_background=”off” background_color=”FDF3E7″ allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”off” padding_mobile=”off” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_padding_tablet=”50px|0|50px|0″ custom_padding_last_edited=”on|desktop”][et_pb_row make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” parallax_2=”off” parallax_method_2=”off” column_padding_mobile=”on” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”1_3″][et_pb_image src=”https://iriscontent.com/wp-content/uploads/2017/11/Annienn.jpg” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”left” sticky=”off” align=”right” force_fullwidth=”off” always_center_on_mobile=”on” border_style=”solid” _builder_version=”3.0.74″ show_bottom_space=”on” animation_direction=”left” /][/et_pb_column][et_pb_column type=”2_3″][et_pb_team_member name=”Annie Ianko” position=”Chief Content Officer” background_layout=”light” facebook_url=”https://www.facebook.com/IrisWebContent/” twitter_url=”https://twitter.com/Iris_Content” border_style=”solid” custom_css_main_element=”box-shadow: 0 0 20px rgba(0,0,0,.1);||” _builder_version=”3.0.74″]
Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
If you need a professional to handle all your content during the hectic festive season, Iris Content is launching a few holiday packages that you can take advantage of. Reach out to us and we will help your business shine this holiday season!
Contact Annie to learn how you can take advantage of our holiday packages.
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