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Posts tagged “influencer marketing”

What comes first: the budget or the plan?

Why a test fund should be in your 2019 budget request

It’s hard to believe 2019 budgeting and planning efforts are already underway. Unfortunately, the state of business today often means budgets are due before planning even starts. That can make it difficult to significantly change a marketing program from year to year because it’s hard to request a budget without knowing what you’re requesting a budget for.

How to combat that challenge? I’d advocate for building in a “test fund” for 2019, which will allow your team to try new things – say, an emerging social media platform or a new customer engagement technique – even if you haven’t fully scoped what those activities look like yet. That said, it might be easier for you to get a test fund approved if you have at…

Continue Reading What comes first: the budget or the plan?

How to identify and vet social influencers for your brand – Part 2

It’s ok to say it out loud: influencers make brands nervous. In our previous post in this series, my colleague Megan McTighe discussed the importance of identifying and leveraging the right social media channel to reach potential customers, generate sales and field customer comments.

However, equally important is ensuring you also engage appropriate influencers.  The wrong influencer can create a media firestorm that will cost time and money, and bring on a bad headache.

It is vital to conduct a thorough vetting prior to beginning any influencer marketing campaign. This must extend beyond a quick check of primary social media accounts to a deep dive to identify red flags.

Here are five easy ways to vet social media influencers:

  1. Examine their social media…
Continue Reading How to identify and vet social influencers for your brand – Part 2

B2B or not B2B: Should your B2B brand consider influencer marketing?

If you’re a marketer or communicator at a B2B organization, chances are you’ve heard the phrase “influencer marketing” but may not have investigated it – or even considered it – for your business. In its simplest form, influencer marketing is about using a small group of people with a wide and established network to spread your story for you. Many consumer brands have embraced this concept, but B2B companies have been slow to adopt.

In an era of continuous partial attention, should your B2B brand consider influencer marketing as part of its marketing mix? I’m not here to make that decision for you (though if you’d like to start a conversation, I’m always happy to chat). But I would offer these three considerations as you contemplate whether influencer marketing is…

Continue Reading B2B or not B2B: Should your B2B brand consider influencer marketing?