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Owain

WHY YOUR BUSINESS WILL FAIL WITHOUT THIS ONE SIMPLE THING…

By | Marketing Campaigns

What can’t your business survive without? Perhaps your products, your knowledge or your staff? Perhaps the cash you need to buy stock and operational cost? Your professional network or technology? What about business objectives?

The likelihood is business objectives weren’t the first thing that came to your mind. Yet these are the cornerstone of our businesses and without them, sustainable success is unlikely to be achieved.

In fact, we would go as far as saying:

“Without clear business objectives, your business is destined to fail.”

It’s a strong statement to make. In this article, we cover exactly why business objectives are not only paramount to sustainability but also why they the key to business growth.

Quick decision making

All business leaders will know that growth can only be achieved when there are systems in place to quickly make decisions. Without these systems, unresolved decisions can stall the flow of business and ultimately lead to a loss of profit.

Setting clear business objectives acts as a mechanism for making all decisions considerably easier. As you grow, more opportunities will appear for your business and therefore the need to make decisions between multiple opportunities occur more often.

For those with clear and concise business objectives, simply asking the questions:

“Which opportunity will help us achieve our business objectives in the quickest and most cost effective way”

Although this won’t necessarily let you answer every dilemma instantly, it will let you discount most options instantly, ultimately saving you a huge amount of time.

Create a strategic map

Without objectives, businesses cannot be strategic in their approach. Instead, they become tactical, focusing on day to day operations and tackling challenges as they occur.

business objective road map

Although there is nothing necessarily wrong with this, this approach does not allow for efficient and planned growth. When businesses set their objectives it allows them to create step by step roadmaps on how they plan to achieve those objectives. When these plans are followed if facilitates the continued positive growth of the business over time.

This effect can also be cascaded throughout the organisation. Overarching business objectives can then be fed down into other objectives such as marketing, sales and financial objectives which all contribute to achieving the bigger picture.

Less wastage

One major benefits of using business objectives in order to create a strategic roadmap is the fact that it limits wastage.

A business without a roadmap may waste a considerable amount of time, money and energy in pursuing various routes which ultimately lead to nowhere or are cut off before seen through fully.

On the flip side, a business with a roadmap sees much less wastage of time, money and energy as they only pursue those routes which are part of their plan. They are also less likely to do a U-turn on an option as it has been carefully considered.

Attract and motivate employees

Ask any employee whether they LOVE business objectives and they are likely to give you a funny look.

However, business objectives actually have a huge impact on the attraction and retention of talent. For example, if you reworded the above question as ‘Do you like feeling you are part of achieving something bigger?” the answer is likely to be a big ‘Yeah, of course’.

business objectives employee motivation

Business objectives are just that. They offer employees a bigger picture which they can buy into. People who know they are contributing to achieving something rather than simply repeating a process to get paid are more motivated to get the job done.

In turn, this attracts talent to a business. By getting buy-in from potential staff on what you are looking to achieve as a business you can relate to others on a personal level as well as offer them an opportunity to prove their talents in helping you achieve those objectives.

 

We can see that businesses that set clear, concise and measurable objectives can benefit in many ways. Those that do not undertake this process can get lost amongst the challenges and opportunities that present themselves every day. At best this leads to a waste of resources and at worst can lead to a business failure.

Creating business objectives that offer all the benefits we highlight above can be somewhat of a challenge. At Make It Mana we have helped countless businesses create powerful objectives that have led to great success. Get in touch to discuss how we can help you do the same.

PRODUCT LAUNCH: DIGITAL MARKETING SECRET WEAPONS

By | Marketing Campaigns

Whether you run a new or existing business, a new product launch is a crazy combination of excitement, exhaustion and confusion.

Some businesses simply undertake a product launch quietly and let them slowly grow in popularity as their existing customers discover them and ‘give em a try’. But this is a massive wasted opportunity, your new products should be used to create a buzz and excitement around your brand which can take you to the next level in terms of growth and brand awareness.

But the question remains. How do you create a buzz around a product which isn’t yet available to buy and in some cases don’t even exist yet? In this article, we answer the question and reveal some of the secret weapons digital marketers use to plan and execute a product launch.

Community First

If you are an existing business with a strong brand, you may already have an audience ready and willing to buy and test your products as soon as they come on the market. But for start-ups or businesses who are looking to expand into new areas, building a community BEFORE launching a project can offer a platform to benefit in the same way.

social media community

Practically, this could mean creating an online community focused on the area specific to the product or service you are launching.

Although the LinkedIn platform has drastically changed the functionality of their ‘groups’ in recent months, this is something we did when originally launching Make It Mana, through the creation of an online ‘Micro-Influencer Marketing’ community.

By providing this community with substantial amounts of value in the months leading to the agency launch, we were able to successfully leverage that community once we had launched for the promotion of content AND for generating our first sales.

Not only are there many short-term benefits during the product launch stage, but these communities also offer invaluable feedback and ideas for product development as time goes on. 

Influencer Marketing

You will probably know by now that Make It Mana are huge advocates of influencer marketing. Many businesses have adopted influencer marketing as part of their marketing mix, but often only use it to increase the reach of their messaging.

However, influencers can be used to much greater effect by including them during and before a product launch. As they often gain their position of influence by truly understanding the content and topics which their (and your) audience want to hear, they can offer great insight into the types of products and services which will prove popular with those audiences. Therefore including influencers during product research and development is hugely beneficial.

“Working with influencers is a great way to get your target consumers excited about your product and what it can do for them.  Be sure to identify influencers who reach not only your target market’s demographic profile but the psychographic one as well.  This means that the influencers should be in tune with the wants and needs of the target market you are trying to impress.  You can check this by carefully looking at their content and how it resonates with their followers.  Look for good quality engagement in the form of comments and questions.  Also, be sure to look for micro influencers because their engagement is not only better than counterparts with huge followings, but they are much more affordable and easier to work with.” – Tom Augenthaler, The Influence Marketer

Besides offering invaluable insight, doing this also offers the benefit of immediately generating buy-in from the influencer and drastically increases the chances of creating a powerful brand advocate during and post-launch stages.

Create Social Proof

One of the major issues involved in a service or product launch is that you have no social proof that what you are offering is worth the money you are asking them to spend. However, when you are an established business, this can be less of a problem. For example, when Apple launches a new iPhone, people generally trust that it will be a decent product.

Yet for new businesses, you rely on early adopters creating social proof to highlight the new products worthiness. This can be risky, as it means the success of the product is taken entirely out of your hands.

Influencers can help you remedy this, especially if you can get the product to them to test and talk about ahead of product launch. However, doing this at scale can often be time-consuming and costly.

That is why engaging your personal network is a great way to create genuine social proof ahead of launch. This could involve recruiting friends, colleagues and family to try out the product in exchange for a short review. Even if you are dealing in high-cost items, you may systematically loan the item to a friend or family member in order to take some photos and write up a short review – just make sure you make this clear before handing it over to them.

As social proof is so powerful, ensure it is clear whereever possible throughout your product launch marketing campaign. For example, you could include full or partial reviews:

  • In an Instagram post
  • On you Facebook business page
  • On the selling platform (eg Amazon)
  • On your website homepage
  • On the item page on your website
  • On any printed collateral
  • At the bottom of any emails you send out to potential clients
  • Tattooed across for your forehead (so potential clients can see it when you meet them)

Paid Social 

Some businesses HATE to spend money on paid social media ads…we aren’t sure why this is, but they are missing a trick, especially when it comes to a product launch.

Unfortunately, most social platforms have caught onto the fact that they are offering incredible rates of exposure to businesses and have adjusted their algorithms so that regardless of how big your organic reach is, you still have to pay them to reach the people that matter the most to your business.

Admittedly, this seems pretty damn unfair. But when launching a new product this does level the playing field somewhat. Regardless of whether your product is established or new, you have to pay the same to reach the same audience.

Although paid social certainly plays a part at various stages of the marketing cycle, arguably it is at its most important during the product launch stage. This is because you can access highly targeted audience through platforms like Instagram and Facebook without the need to put in hundreds of hours to build a community over which you have some influence (although of course we also recommend doing this).

Tease

When you have nailed your research and have created a product that people are going to truly want and love, teasing is going to help you create a buzz in the build-up to launch.

product launch tease

How you do this really depends on the product you are releasing. For example, if you were releasing a new app, you may create some teaser videos of it being used and the positive impact it will have on people’s lives, whether that is pure entertainment or helping them do something more efficiently.

Social media is the perfect platform to host these teasers and allows the community you are building to create a buzz around the content you are releasing. You may even consider only posting teasers for a limited amount of time, creating even more urgency and buzz around the products release.

Product Launch Incentives 

Humans run off incentives. These incentives span from progressing your career, increase your social standing or save yourself some serious cash. Without incentives, very little would get done.

Using powerful incentives can create a huge amount buzz around your product. These incentives could include:

  • Pre-order for a discount
  • Pre-order to get before others
  • Launch day/week/month discount
  • Win the product before it goes to mass market
  • Win a product based experience
  • Win something else relevant to the product and brand

All of these ideas can be used to incentivise people to get involved in the launch, whether that is purchasing the product or simply increasing engagement on social media.

 

We can see that digital marketers have some brilliant tricks up their sleeves when it comes to successfully launching a new product or service. By creating a comprehensive launch marketing campaign, you can turn your launch into a business changing event.

 

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HOW TO REPURPOSE BLOG CONTENT FOR GREATER REACH

By | Content Marketing

Smart marketers know that businesses need to create consistent, compelling content. Both to make their brand discoverable on search engines and to position themselves as a leader within the industry. Yet many don’t repurpose blog content to increase reach and generate leads.

Our clients constantly come to us with the challenge:

“We are spending LOADS of time creating great content, but we just aren’t seeing the benefit of it”

We get it. There is a great frustration in investing resources in creating useful, entertaining content, which just doesn’t seem to perform when it comes to helping you achieve your business goals.

A big part of this problem is that we spend too much time creating the content and very little time leveraging that content to generate greater reach. In fact, in many cases, we discover that businesses are putting almost zero effort into promoting a piece of content.

As a general rule, we spend roughly 30% of our allocated content marketing time creating content and then 70% of our time looking to increase the reach of that content. After all, it doesn’t matter how incredible your content is, if it doesn’t reach anybody there is very little point to it at all.

In this article, we cover some tips on how we can repurpose blog content to increase your business’s reach. O, and it will save you a tonne of time in the process.

Repurpose blog content socially

Before we dive too deep into some smart tactics, let’s start with the fundamentals.

Yes, it’s shocking, but some business actually fail to complete this step.

RULE #1: When you publish new content, share that with your network.

social media blog content

This is super easy, all you need to do is write a short update highlighting the benefits/relevance of reading the content and then share it across all your platforms including social media and mailing lists.

It’s simple but effective. People are part of your audience because they care about what you have to say. These are the best and easiest way to repurpose blog content…so DO IT!

Re-share

We admit, it is pretty rare that businesses don’t share new content with their network (but it does happen). Yet it is commonplace that once they have shared that content once, they never mention it again.

This, my friends, is INSANITY.

“After all that work, it seems silly to share a post just once. Nobody crumples up an oil painting and chucks it in the trash after it’s been seen one time — and the same goes for your content” Moz.com

Most don’t re-share content at the risk of being ‘spammy’. This is a very real concern and can be the case when not done carefully.

When re-sharing content you need to follow three simple rule:

  1. Because you re-share doesn’t mean you stop creating new content
  2. Every time you re-share you should take a different approach
  3. Do not re-share content too often

What we mean by taking a different approach is that each time you post you should change the captions and/or image to ensure no repetition.

Re-sharing is particularly powerful when that content becomes timely or newsworthy. For example, we often re-share our infographic on how businesses can spot fake influencers as this topic comes in and out of focus in the media.

Speaking of infographics…

Infographics 

Another great way you can repurpose blog content to create more compelling assets which works perfectly on social media is through the use of infographics.

Infographics allow you to communicate key information through the use of engaging and eye-catching graphics. In the case where your blog content is long form, creating a snapshot of the most important points in an infographics acts both as a reminder of key information and as way to drive traffic to your original blog piece to ‘find out more’.

Probably a good time to share this then…

blog content infographicMicro-blogging

People are inherently lazy. So, even though long-form content is a crucial part of your SEO strategy, as well as an excellent way to position yourself as a thought leader with those that matter to your business, on its own it will not always secure you great results.

People want answers and they want them fast. That is a huge part of the reason why social media is so popular – because it gives people access to super quick information.

Using a micro-blogging approach to content leveraging is an excellent way to increase your reach and give yourself a huge amount of social media content easily. For example, you may re-share a link to a piece of long-form content, but instead of simply highlighting what is included in the content you give a snapshot of a key point within the content.

By providing value in the social caption you create intrigue in the wider article and can create large amounts of traffic to your site. 

Video clips  

Video is an awesome way to up engagement on your social media channels.

In fact, one study suggests that 90% of consumers say that video can help them make buying decisions. With those sorts of stats, can your business really afford to not be using video as a way to repurpose blog content?

video blog content

Video creation can be a little daunting, but as a small or medium sized business, you really do not need to think too much about the production value of your social media videos. Some of the best performing videos online are simply recorded on a smartphone and create a real personal connection between the business and the viewer.

For example, next time you publish a blog post, try creating a short video covering some of the key points or even asking additional questions you get about the blog post. This can take as little as 30 minutes and generates content (not factoring re-sharing) across a number of platforms, including:

  • Instagram story
  • Instagram post
  • Facebook story
  • Facebook post
  • Twitter post
  • YouTube video
  • Podcast (just audio)
  • and much more.

Go deep

 If you create a piece of content and it does particularly well, you may decide to leverage that attention and go even deeper. For example, creating an accompanying podcast or webinar which touches on the subject and allows you to generate even more value, using your written content as a base.

Doing this also allows you to involve thought leaders and influencers from within the industry which not only generates great content but also allows you to leverage their audience and extend your reach.

 

Blog content should indeed make up the pillars of your business’s content marketing strategy. However, by not leveraging other techniques and tactics you are only tapping to a tiny percentage of its potential. By spending an equal or higher percentage of your content marketing time generating and leveraging the tips we have highlighted above will save you time, create a higher engagement and ultimately generate more leads for your business.

HOW TO LEVERAGE SOCIAL MEDIA COMPETITIONS

By | Get To The Point, Social Media

How competitive are you?

Regardless of whether you are the type of person that would sell their own mother to win or whether you are a bit less bothered, it is undeniable that winning makes you feel good. This is why social media competitions are so popular, have a browse through your social feeds and it shouldn’t take you long to spot one.

But the results that businesses get from running social media competitions can vary and when not executed in a smart way can leave you feeling a bit deflated. In this ‘Get To The Point‘ blog we give you some quick top tips on how to leverage social media competitions for the better.

POINT 1: WINNER, WINNER

Who wins when you run a social media competitions? Is it the person who wins or the business? The answer to this, of course, should be ‘both’. Yet many businesses forget this.

It is crazy how many competitions you see on social that are focused towards one party winning more. You either see businesses giving away a heap of free gear for nothing in return, or asking for a lot with very little given as a prize. The former is the best the mistake to make, but a mistake none the less.

The first thing you need to decide is what you want to achieve by running a competition. Most likely this is something like growing your followers or perhaps getting newsletter sign-ups. You then need to decide what you will provide that is equal or slightly higher in value than what you are asking for.

Put it this way, if you want people to:

✅ Follow these six accounts

✅Join our mailing list

✅ Share this post

✅ get our logo tattoed on your face.

…then giving away a bag of jelly babies just ain’t gonna cut it.

POINT 2: IMPACT & RESULTS

You may have the best give away in the history of the world, but if people don’t know you are giving it away then you aren’t going to see any decent results. Very simply, ensuring that your images and copy are on point are going to go a long way to increase the engagement your competition receives.

You should be giving away something people really want to get their hands on, so using expert images or videos of the prize is a great way to grab attention. Equally, starting your competition copy in an obvious way like ‘WIN A MASSIVE BOAT’ will communicate your intentions quickly and the dwindling attention of social media users.

POINT 3: COLLABORATE & GROW

One easy and quick way to grow your competition potential is to collaborate with other businesses that are relevant to yours. For example, if you make custom made sleeping bags, approaching a tent business to throw some products on the pile and post on their social will allow both businesses to tap into the audience of the other.

View this post on Instagram

Did you see our COMPETITION announced on Monday?! 🎉 If you missed it, you have the chance to win an AMAZING set of prizes worth £300 from some of our favourite brands! 💪🏻 You will have the chance to win: @mancaveinc 1 Year’s Supply of Shower Gel and Moisturiser 🌿 (RRP £140) @huel Complete Food Starter Bundle 💪🏼 (RRP £40.50) – Including 2 Huel Pouches, 1 Flavour Boost Sample Set, 1 Shaker and Scoops and T-Shirt @wainwrightbeer Golden Beer 🍻 (RRP £13.20) @unionroasted Union Hand-Roasted Coffee in House Blend ☕️ (RRP £5.25) @huubdesign Quilted Men’s Jacket 🏃🏽‍♂ (RRP £89.99) @anotherescape Magazine: The Wilderness Volume 🌲 (RRP £12.00) To win, follow the instructions: 1. Follow all brands involved by clicking on their profiles mentioned above 🔖 2. Share the love by tagging a friend and liking this post 🙋🏻‍♂ 🙋🏻 3. Cross your fingers and hope you win! 🤞🏼 You have just 3 days left to enter! 👀 #OWNTHEBATHROOM #ManCave #OwnTheBathroom #Natural #SkinCare #Vegan #VeganFriendly #ForMen #MaleGrooming #MensHealth #CrueltyFree #SLSFree #SensitiveSkin #CrueltyFree #SoFreshAndSoClean #Green #Recycle #NaturallyDerived #NaturalDefence #MensHealth #SkinCareForMen #MensSkinCare #NaturalSkinCare

A post shared by ManCave (@mancaveinc) on

POINT 4: AMPLIFY YOUR SOCIAL MEDIA COMPETITION

When a social media competition is correctly executed they have huge power. However, they will only reach a limited audience of your followers and perhaps one or two of their connections. Using some simple social media targetting on paid ads is a great way to increase reach and engage relevant people in a powerful way.

 

This article has covered the basics of creating awesome social media competitions that you can use them to leverage business growth. Adopting what we have covered can mean the difference between both the business and the audience winning and both of you losing.

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ABOUT GTTP

The Get To The Point (GTTP) blogs are a series of posts written by Make It Mana for busy marketers and business owners that want to grow and leverage the best tools without wasting time reading reading pages and pages of content. We aim to make each guide around 500 words (although on occasion we go slightly over).

The aim is to really help the businesses that come to our blog, so if you have any questions shoot them over to hello@www.makeitmana.com

5 TRICKS FOR CREATING CONTENT YOUR CLIENTS WANT TO READ

By | Content Marketing

As an agency that produces a lot of content marketing for our clients, we will be the first to hold up our hands and say:

“Consistently finding new and interesting topics that your clients want to read about and learn from can be a BIG challenge”

This dilemma is also probably the biggest reason why businesses stop the important task of creating copy that boost search engine rankings, positions them as industry leaders and brings in valuable sales.

The relentless re-hash of old topics into new content is a drag, so people simply give up.

But worry not! In this article we call on our experience and outline 5 hacks that can be used for creating highly compelling, unique content.

 

Use Content Pillars

 

Inbound marketers LOVE pillar content.

To put it simply, pillar content is usually a large piece of content which focuses on a main theme for your business. This may be a particular service or product you offer, or a challenge that your customers regularly face.

 

content-pillars

For example, at Make It Mana our content pillars include influencer, social and content marketing.

Best practice usually dictates that businesses create pillar content, for example an eBook or whitepaper, and then break that content into smaller chunks, which can be used across social media, blogs posts etc.

However, we have also found that working backwards can work well in the development of pillar content. This works by deciding on which topics would be key pieces of content for your brand and then breaking those topics into the smaller chunks which make it up. By systematically creating content covering those smaller chunks, you can then create a directory of those as your pillar content.

Take for example influencer marketing. We may create shorter blog posts on influencer selection, influencer outreach, leveraging influencer content, building influencer relationships and the laws and regulations around influencer marketing. Once that is done, we could create one piece of pillar content which either contains or hyperlinks to each piece of individual content.

 

Survey Customers

 

One of the biggest mistakes we ever see being made with content marketing is marketers trying to use every tool and trick in the book to work out what their customers want to learn about.

But they never actually ask their customer. This is an incredibly quick win when it comes to creating unique ideas for content marketing. Simply by asking clients what they want to read or which challenges they are facing you put yourself in a great position to create value.

Of course, using some other methods in this article will be useful as customers do not always know their pain points until you help them find them. However, this is the quickest, easiest and most valuable win.

If you don’t think your customers have or will give you the time to find out what content would be useful, try offering some incentive such as a donation to charity in their name for some of their time.

 

Jump on Trends

 

If you have ever attended a presentation where the presenter was attempting to prove the increasing popularity of something, whether that be prosecco flavoured popsicles or hair styling for dogs, they probably used a graph from Google trends.

The tool is used to show the number of searches for a particular phrase or keyword over a given amount of time, therefore highlighting its growing popularity.

However, the tool also has a lesser used feature which is a gold mine for those looking for new and untapped topics which your target audience want to hear about. By typing a relevant keywords (perhaps one of your pillar topics), the results allow you to see ‘related topics’ and ‘related queries’.

By simply selecting the ‘rising’ tab you will bring up a whole list of up and coming searches which are related to your topic. For example, we ran this for ‘influencer marketing’and found that rising queries included ‘what is influencer marketing’ and ‘Instagram influencer marketing’, so we may choose to create some content in those areas – focusing directly on what people are searching for in the area of our expertise.

BuzzSumo is another good toolwhich can be used to identifying up and coming trends in your industry. This option is certainly worth exploring if you have some budget put aside for content marketing tools as it also fulfils some other needs such as influencer identification.

 

Go James Bond

 

Ok, this is a loose analogy, but we had to slip the British icon in somewhere.

 

content-marketing-spying

For a moment you will need to forget the explosions, bond girls and evil villains and focus more on the spying element. One of the greatest sources of content ideas should be your competition. This is especially true if you have much larger competitors who have large marketing departments who can invest a lot of time into market research.

But when we say spy, we don’t mean copy. Instead you should use your competitors content as inspiration. What questions have they not answered? How can you add more value?

You can also check what questions their customers are asking, either in the blog comments or on social media. This allows you to helpfully answer their questions and gently encourage them to choose you instead.

 

Add Value

 

For content marketers the fear is real. You don’t want your customers to think you are simply stealing others ideas and re-presenting it as your own. But this shouldn’t put you off touching on the same subjects as your competitors.

Instead of avoiding the same subject matter you should ensure that for every piece of content you produce you are adding value to the conversation. This may occasionally be in direct contrast to your competitors. For example, you may offer a completely different view point on a subject. However, it may also be aligned with your competitors view, instead adding depth and breadth to the conversation.

If the reader isn’t learning anything new by reading your content, then you need to rethink your strategy.

 

Finding new, engaging and worthwhile content ideas can be hard work, especially in industries where the scope of products and services are small. However, using a few trialled and tested methods such as those we have outlined above can keep great new ideas flowing.

For some business owners and marketers, their time is better spent focusing on the wider picture and leveraging the time and expertise of others in the formulation of content. Make It Mana work with a number of businesses to maintain the the flow of valuable content, from ideation through to publication and promotion.

Get in touch to find out more.

HOW TO WIN AT INFLUENCER OUTREACH [+ free email templates]

By | Influencer Marketing

We all know that influencer marketing is no new thing. We have been influenced by others for as long as the human race has existed. It is not influence that is new, but the advent of the social media influencer which has changed the way it works and how we conduct influencer outreach.

Before, those with significant influence were few and far between and insanely difficult to reach. But social media changed the entire landscape, drastically increasing the networks of previously ‘uninfluential’ individuals AND making them significantly easier to get in contact with (DM’s, comments, emails etc).

Those that jumped on the trend for influencer marketing early saw HUGE success – check out GymShark or Daniel Wellington if you want a couple of examples.

influencer marketing guide

However, as more businesses join the influencer marketing party, influencers attention is becoming stretched, making it increasingly difficult to grab their attention and get them to collaborate with your brand.

In this article, we take a detailed look at how to engage influencers with awesome outreach emails.

>> CLICK HERE TO GO STRAIGHT TO YOUR 2 x FREE INFLUENCER OUTREACH TEMPLATES <<

Do your homework and engage

 

When it comes to successful influencer outreach, the better you know your target, the higher your chances of success.

Spend time understanding the influencer you want to work with. Follow their accounts, read their blogs, like their stuff, post relevant comments and DM them when you have a question and you want to know more.

The information you gain from this type of interaction not only makes the influencer familiar with your brand, but allows you to further screen the influencer and assess their suitability for your brand.

Flattery will get you everywhere

 

Nobody likes a suck-up, but everyone loves to recognised and praised for their efforts.

influencer outreach flattery

When communicating with influencers don’t shy away from mentioning some of their achievements, some of the content you love or something they have achieved that you would also love to do.

Note: if you can’t find anything nice to say – do you really want them representing your brand?

Don’t go too far with this, but be specific.

“I love your stuff” doesn’t quite has the same clout as “I was just reading your latest blog post on why dogs are better are humans…I have to say I totally agree and you present it in a way which I am sure is going to convince others to think the same – great job”.

Align your goals and vision 

 

So you have caught the influencers interest by giving genuine praise of something you love. Now you need to convince them of the values of your brand and why they align with their own values and goals.

Ask yourself what you are trying to achieve as a business. Perhaps you have a mission or vision statement which will help you do this. Then ask yourself how you can align with what the influencer is looking to achieve.

Take for example that you are a male skincare brand, that has a mission to spread the word of ethical and organic skincare products amongst men. Are you looking to work with influencers that have the same or similar goals? Perhaps they are trying to build a name for themselves in the same space.

Make it clear in the email why you think there is a good alignment between your business and the influencer. Again, if you can’t match your mission to the goals of the influencer you should really question whether they are the right influencer for your business.

Don’t (always) show them the money

 

Whether you should be paying an influencer is a subject that deserves its own series of blog posts. For now, let’s assume that you have a budget that can be used to facilitate influencers to create content with your brand.

influencer outreach money

This may be a controversial point, but from our experience, we VERY RARELY mention money in the first email. The initial email should be used to judge the suitability, availability, alignment and willingness of the influencer to work with your brand.

This gives you the opportunity to test whether the influencer is in it for the art or the dollar. Although a reply email will very rarely not mention payment or value exchange of some sort, there are two common replies to the initial outreach email which are cause for concern:

  1. Their reply does not contain any mention of your brand, why they agree with your points on partnering or even any effort to highlight why partnering would be a good idea.
  2. They simply send you their rate card and very little else.

This being said, if the influencer makes some effort in the email, it is less concerning if they ask about your budget or what other value you bring to the table. One statement that we often use in initial influencer outreach emails is:

“We do have a small budget for this project, but we are currently just judging interest at this time”

This allows influencers to naturally mention potential fees or ideas in the reply but also acts as a subtle way to remind them that is they do not show some interest then they aren’t the right match for you.

Again, whether you should pay influencers or work on other exchanges of value is a whole topic which we will cover at another time.

Be clear on what you are looking for

 

What do you want to achieve by working with an influencer? Is it to leverage their expert knowledge, their highly relevant content or their reach into your target audience?

You need to make it very clear in your initial outreach email what your motivation is to work with them. Some of the wider elements of this will become clear when aligning your values. However, you should also take the opportunity to explain the specific steps you are hoping to take with them.

This saves both you and the influencer a considerable amount of time. They can review your thoughts and weigh up whether they have the time, energy and inclination at this point in their journey.

REMEMBER: When working with influencers for their expert skills in content generation, it is a bad idea to maintain too much control over the content they generate. Although it can be a good idea to present some ideas, make it clear that they have a good level of creative control over the content and that you would love to hear their ideas.

What next?  

 

This is an obvious one which so many people seem to forget.

At the end of your email include a call to action highlighting exactly what the influencer needs to do next. It may be as simple as:

“Please reply to this email with your ideas for moving forward”

or

“Please give me a quick call on [….] as we need to get this project moving asap”

If the next step isn’t clear, you are going to lose the interest you have fought hard for through the initial outreach email.

Awesome influencer outreach

 

Influencer outreach emails are a fine art which requires constant adaption, research and testing to get right. Influencers tend to be very busy people and you will often need to reach out a number of times before they back to you. By following the influencer outreach principles we have highlighted in this article you give yourself the head start you need to get the job done.

To make this even easier for you we have provided 2 FREE influencer outreach email templates below. Fill out the quick form to download this now.

Want to save a heap of time?
Download 2 x FREE influencer outreach emails below.

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MAKE IT MANA: OUR COMMITMENT TO INBOUND MARKETING

By | Content Marketing

We rarely talk about ourselves on the Make It Mana blog, but we have some pretty cool news which we want to share with you regarding our commitment to our customers and delivering expert inbound marketing.

Why inbound marketing?

With the advent of GDPR and other government regulations on data collection and use, inbound marketing has just become significantly more important to you and the success of your business.

Inbound Marketing

No longer will generating leads be as simple as purchasing some data, sending some emails and collecting the cheques (as it ever really was). Now, businesses must generate substantial value for their customers as a way to earn their attention, getting their permission to subtly explain the benefits of your products and services.

…but you likely already knew that, so time for the news…

HubSpot’s Content Marketing Certification

In our noble quest to help businesses achieve the best results from their marketing efforts, last week Make It Mana was awarded the HubSpot Content Marketing Certificate.

Content Marketing Certified

For those that do now know, HubSpot are leaders in the inbound marketing space. They provide savvy marketers with the tools and platform they need to succeed in a digital world. They also provide industry recognised certification in everything to do with inbound marketing, from content strategy to social media.

This certification has no affiliation with HubSpot’s products, but instead uses their industry expertise as a framework for providing education and proving marketers competence in the latest, greatest and proven inbound marketing methods.

We are delighted to have been awarded this certification as proof of our commitment to delivering the highest quality service to our clients.

A future outlook

As an agency, it is all very well saying you are experts in digital marketing.

Earning industry recognition like the HubSpot Content Marketing Certificate works in partnerships with our relentless pursuit of knowledge and countless examples of the great work we do with our clients to prove our position in the industry.

This certification is just the start of our longer-term plan to remain at the cutting edge of digital marketing best practices. We will continue to strive for excellence and are already working on a number of other certifications and awards.

 

Want to get more out of your content marketing? Get in touch to discuss how we can help you create a killer content plan and help you deliver every aspect.

IS PAID SOCIAL MEDIA WORTH IT?

By | Social Media

Whether you love it or loathe it, there’s no denying that paid social media is a big deal. Therefore, no business owner can afford to ignore it any longer – yes, even you.

Over 70% of internet users are connected to social media in one form or another while over 3 billion people are connected in one way or another. Furthermore, most social media users are more interested in their newsfeeds than their families (sorry nan), which creates a truly wonderful platform for businesses to thrive.

Social media marketing can ultimately be broken down into organic versus paid campaigns. The latter are * drumroll * the adverts where you pay a third-party to shout out about your business. It might seem like a waste of money as you could do it yourself, but you’d be wrong.

Here’s why paid social media is well worth the investment.

It’s More Effective Than Other Forms Of Paid Media

Did you know that the cost to reach 1,000 potential customers on Facebook translates to 3% of the cost needed to do it on the radio? So, if you’re going to spend money on a marketing strategy, paid social media is where your money will work hardest.

No business is going to achieve success without spending some money on marketing, as sticking to unpaid organic items will limit the reach and potentially harm the reputation. Besides, paid social media allows you to narrow your niche to a location, age group, or hobby. The control is truly in your hands.

Paid Reach

This ultimately improves lead generation, providing quantifiable results that you simply will not gain from organic or even offline marketing ventures.

The Trends Show That Paid Social Media Is The Key

In Q3 2017, organic search visits fell by 3%. While this may not seem overly significant, but the truth of the matter is that the trend has continued this year.

Paid Media Spend

Conversely, the results of paid social media are on the rise. The volume of adverts, the amount of money being spent on the concept, and hits gained from those posts are increasing. Meanwhile, CTRs (click-through rates) in the best-positioned ads are as high as 8%. This is a lot higher than the CTRs of most organic matters, including search engine results.

Besides, paid social media like PPC adverts are results based. This means that – particularly if you use an expert – the marketing budget can work far harder.

The Hare Beats The Tortoise

Childhood stories may tell us that slow and steady wins the race, but the online business arena is booming. Frankly, if you don’t want to miss the boat, you’ll need to see results ASAP.

Paid Social Media Boost

Paid social media can potentially start to bring the traffic to your site on the very same day. When opting for on-page SEO and organic social media campaigns, it could take months before the results start to show. This is due to many reasons, but primarily because only 4% of followers see the organic posts. Without visibility, you won’t gain revenue.

As an SME, you may not even have the time or funds to show that level of patience. Seeing quantifiable results right away is crucial, which is why paid social media is the answer.

 

Clearly, paid social is a crucial part of a level and sustainable marketing strategy. Although businesses certainly shouldn’t rely purely on paid social as a way to communicate key messages with their audience, used cleverly it can give a targetted and timely boost.

Getting the right formula can take a lot of time and experience to perfect. That is why working with someone like Make It Mana can help you get results quickly. Get in touch now to see how we can help you take your first steps towards success in paid social.