Social media influencers are a hot commodity and the storytellers of our culture. Whether it’s a catchy phrase such as this winter’s phenomenon of “Damn Daniel” or one of my personal favorites, the ultra-memed “Suh Dude,” these modern day celebs transcend the digital world and culturally seep into our day-to-day life.
At PopShorts, as a content and influencer marketing agency, it’s our job to spot and build relationships with talent. And each social platform consists of a myriad of different personalities, styles and well, online “swagger.” We know it is challenging for brands to decide who should represent them, so I wanted to shine a light on a few influencers that are wizards at creating engaging content.
Nicol Concilio is the beauty and lifestyle guru to watch. What really drove Nicol’s meteoric rise on social stems from her impressive beauty skill set, her posting consistency and her educational yet laid-back content style. She is at a unique point in her career where she is beginning to welcome brand collaborations and is building relationships with ones that extend beyond a quick shout-out. Cosmetics brands that have already tapped into Nicol’s influence include Benefit and Smashbox. Follow her here.
Matt Bellassai is that guy who says what everyone else is thinking. As a former writer at BuzzFeed, Bellassai transcended the role of content creator by transforming into the host of a video series disguised as a complaint session called: “Wine About It.” He fostered a slew of engaged fans by sharing relatable rants about why we all can’t stand that guy in the office or about how we’re so over Instagram food porn. Matt is a natural behind the camera, so I was surprised to see that his content was sponsor-free; Crate & Barrel wine glasses or Franzia boxed wine could have turned into the stars of the segment. Since gaining Facebook famedom, he’s left his BuzzFeed post, but we’re all awaiting his next hysterical video.
Nick Colletti is one of the creators of the Suh Dude Facebook video meme, now at 9.3 million views. Originally a force on Vine, Nick has developed a solid brand for himself, and he has blown up on Facebook by creating hilarious long-form video content with his co-conspirators, musicians Dillon Francis and Getter. Although Nick is a relatively new face, he is the comedic voice for tomorrow’s generation of performers. With his travels and behind-the-scenes looks into the life of a professional performer, Nick can offer the brand marketer audience a fountain of original experiences and exclusive access to a world that many millennials appreciate.
David Infante is no stranger to the Snapchat platform. In fact, this writer handles Thrillist’s Snapchat channel regularly, rolling out content that aligns with the site’s editorial style. In having recognized the value of immersive storytelling, Infante (also known to his fans as UncleDad) utilizes his personal channel to take fans through the quirky intricacies of his daily routine, taking his followers on a “Commute Cast” and documenting his morning excursion to the office. He often snaps photos of garbage and fire hydrants–things that he says, sarcastically, “align with his brand.” Psst, Glad: Could David be your next trash bag brand advocate? He’s not to be missed: @Dinfontay.
Hannah Bronfman uses the Snapchat platform to give followers a “snapshot” of her enviable life. Millennials can oogle over this DJ’s healthy food concoctions, her perfectly topical manicures (often reflecting Kanye’s new album art or the 2016 election) and her workout sessions with fiancé Brendan Fallis. She’s transformed her personal brand into a lucrative business by using social media platforms alone, but this New York City socialite really thrives by Snapping. Regardless of the vertical, Hannah has a uniqueness that marketers have and should continue to look into. Airbnb, this jetsetter could take your social content to even higher heights. @hannahbgood.
As portrayed above, this list of influencers covers the gamut of styles and vibes. It’s the responsibility of marketers to identify how audiences are communicating, how they’re consuming content and which overarching narratives they identify with. Once this has been established, looking outward to the community of influencers is a less exhausting process.
Once a marketer identifies with a specific influencer’s essence, it is their responsibility to cultivate a lasting relationship that will elevate both the brand and influencer to the next level.
Rob McCarty is chief operating officer of content and influencer marketing agency PopShorts.
Image courtesy of Shutterstock.
Article courtesy of SocialTimes
Article courtesy of SocialTimes Feed
Small businesses often spend a majority of their social media efforts focusing on establishing their brands on the most popular social networks: Facebook and Twitter. While each of these networks can certainly fill specific small business marketing and branding goals when executed correctly, LinkedIn is often only seen as a personal network that benefits the individual or job seeker.
In reality, a comprehensive LinkedIn strategy can help small businesses analyze their competitors’ networks, increase sales opportunities, hire top talent and establish industry influence, along with many other benefits. Take a look at these four tactics your small business can establish today to better optimize your LinkedIn strategy moving forward.
Building a strong understanding of what your competitors are up to on social media can be an important aspect when considering your own strategic marketing and social planning in the future. Differentiating your brand from your competition can be better informed by conducting thorough research of your competitor’s LinkedIn profiles.
To execute this tactic, start by finding your competition or brands that you admire on LinkedIn; generally, you can find their profile directly from their website, a Google search, the LinkedIn search box or through one of their employees’ profiles. From here, you can get in-depth information on how your competition is positioning themselves in the industry by researching the details they publish about themselves on their LinkedIn company page.
In this example from BioFlorida, you can determine how popular its brand is by the amount of followers it has, details about its employees and what other companies its audience is interested in under the “People Also Viewed” section.
Learning more about your competitor’s staffing composition from their company page can help guide the direction of your future hires and give you a better idea of much they are spending on their teams, as well.
One common goal among B2B companies both big and small is to increase sales with social media, and LinkedIn provides a comprehensive feature set that helps sales professionals accomplish these goals.
Find and qualify target audience: Start by targeting ideal companies that would be interested in your products. Next, browse their current employees on LinkedIn and select the employees who are most likely to be interested in your B2B products or services.
Gather context before reaching out to leads: Once you’ve found the ideal candidate, study their profile information and create a pre-email or pre-call plan. Look for any mutual connections, shared work experiences, alma maters or any other areas that could provide talking points to guide your next sales correspondence to be more human.
Get introduced to leads through mutual connections: If you have mutual connections with a targeted lead and you have a strong relationship with those mutual connections, consider asking for an introduction. A proper introduction can change a cold call into a warm lead—which can increase your chances for success.
Send InMails to expand your sales outreach: Another way to reach your prospective leads and deliver your message into their email box is to experiment with sending InMails. This feature is only available to paying members of LinkedIn, but since its boasts a nearly three times higher open rate than the typical email, it may be worth exploring to get your pitch in front of the right people.
Use LinkedIn as a free customer-relationship manager: A smart way for small B2B companies to make the most out of LinkedIn is to use its free CRM capabilities after making a connection. This feature is labeled “Relationship,” and it is available under the profile image and headline section. In this section, you can see past conversations that you’ve had on LinkedIn, view when you connected, add detailed follow up notes and organize connections with the tag feature. While not as comprehensive as a high-end CRM, this LinkedIn feature can help small businesses enjoy many of the benefits of a CRM without the hefty price tag.
Using the search function on LinkedIn can help you more easily seek out professionals with skill sets that can help grow your small business—and you don’t necessarily need the pricey LinkedIn Recruiter package to accomplish this.
Sometimes the best talent options for your business are already working for other companies and may be passively interested in new careers. To find these professionals, perform a search for the position or skills that you are looking for in the LinkedIn search feature.
From there, you can select options to narrow down your search and only display professionals that are within your geographic location, first- or second-degree connections, have completed a certain education level or a variety of other factors.
For example, say that your company is interested in hiring a content manager to maintain your online marketing and digital content creation. By performing a search for content managers in your areas, you can have a list of professionals that are likely to have the skills that you’re interested in.
From here, you can browse and reach out to potential candidates. Take note of their job titles, listed skill sets and the content that they share on their profiles to better inform your hiring needs and required terms for later searches.
Additionally, by completing and publishing new content to your own company page, you can position your brand to appear more interesting for potential hires, which can increase the likelihood that they’d want to join your team.
Your company and employees can showcase their industry expertise and appeal to potential clients by using LinkedIn as a platform to publish content to build leadership. Yes, you should use LinkedIn to develop a well-branded company page and feature updates about your business, but you should also try using each of your employees’ profiles to promote your business.
Each of your employees’ LinkedIn profiles can help to tell the story of your company—the type of talent you hire, the personality of your people and the level of expertise on your team. Optimizing these networks is particularly important for small businesses to make their mark on their prospective industries since their branding is not yet as recognizable as the more established companies.
Encourage your employees to highlight the culture and experience of your company to their audiences and monitor the key performance indicators that indicate your brand’s growth through LinkedIn. For more tips on how small business can better utilize LinkedIn, refer to LinkedIn’s Small Business program or follow it on Twitter.
Article courtesy of SocialTimes Feed