Tuesday, December 12, 2017

Does Business Blogging Still Get Results in 2017? New Data from 1,000 Bloggers [Infographic]

2017 marks the fourth consecutive year Orbit Media Studios has tapped the insights of 1000+ business bloggers to publish a research report on blogging statistics and trends.

In some cases, the annual blogger survey reflects subtle developments, but in others it reveals some significant changes. However, with four years of data in the books, a theme has clearly developed:

"Bloggers are reporting stronger results from content marketing," says Orbit Media’s co-founder Andy Crestodina.

"When asked to report on the effectiveness of their efforts, almost 30% of respondents reported 'strong results.' The vast majority of bloggers are seeing rewards from their efforts and meeting their goals, whatever they might be."

Each year, Andy delivers the survey’s findings in a meaty post detailing the data and expressing his conclusions. This year, the survey breaks down into 11 questions across three categories:

  1. Changes in the blogging process
  2. Blog content trends
  3. The promotion and measurement tactics business bloggers employ

Andy and I also collaborate each year on an infographic (see below) to present the most interesting findings in simple terms.

At the risk of reducing the suspense, the answer to the headline above (and headline of the infographic), “Are bloggers still getting results?” is …

Yes.

85% claim their blog delivers strong results or some results. The number represents a 6% increase compared to the year prior.

Peruse the infographic below to discover more about the tactics business bloggers used in 2017 and how it compares to years past.

blogger-survey 2017-infographic-final.png

Want some historical context? Last year, HubSpot’s post Which Blogging Tips Get Results? features a summary of Orbit Media’s findings from 2014, 2015 and 2016.

 

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10 Useful Tools for Creating Content, Writing, and Researching

Are you a busy social media marketer? Looking for tools to improve the way you work? In this article, you’ll discover 10 apps and browser extensions to streamline the way you create content, write copy, and organize research. #1: Speed Up Your Writing With TextExpander TextExpander (available for Windows, Mac, and iOS) will match frequently [...]

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Monday, December 11, 2017

7 Questions to Ask Before Working With a Micro-Influencer

The way we ask for recommendations has evolved.

Whereas once upon a time we may have asked a neighbor to recommend a product or service, 47% of millennials now turn to social media for recommendations and reviews before deciding on a purchase.

But these consumers aren’t always going to the social media accounts of brands. Much of the time, they're visiting the profiles of a special breed of social media personalities: influencers.

Consider this: Close to 40% of Twitter users alone have made a purchase as a result of influencer marketing -- and that's excluding the influence, if you will, of personalities on other channels, like Instagram.

And when we think of influencers, for many of us, A-list personalities and celebrities come to mind. Take Kylie Jenner, for example, who helped catapult the brand Fashion Nova into a favorite online retail brand.

 

#ad Obsessed with my new @fashionnova jeans 🍑Get them at FashionNova.com 😍

A post shared by Kylie (@kyliejenner) on Dec 27, 2016 at 6:57am PST

Sure, celebrities might significantly help boost your sales and achieve your marketing goals. But let’s face it: most of us can't afford their price tags. After all, it’s reported that Kylie Jenner gets $400,000 for a single promotional Instagram post.

The good news is that marketers and startup business owners now have another option that will allow them to tap into the power of influencer marketing without putting their ROI in jeopardy.

This option comes in the form of a unique group of social media users collectively known as micro-influencers.

Why Use Micro-Influencers?

At first, opting to use micro-influencers for your marketing campaign may sound counterintuitive. Would it be more beneficial to tap an influencer with millions of followers, as opposed to getting a micro-influencer with just a few thousand followers?

Not necessarily.

That’s because when it comes to influencer marketing, the level of engagement is more crucial. It is one of the key metrics that will help you gauge the effectiveness of your influencer marketing campaign.

In a study done by Markerly, a converse relationship was discovered between the number of followers an influencer has, and the level of engagement each post gets. In other words, as the number of followers increases, the engagement rate decreases.

Macintosh HD:Users:adeleyuboco:Downloads:Screen-Shot-2016-04-11-at-3.44.27-PM.png
Macintosh HD:Users:adeleyuboco:Downloads:Screen-Shot-2016-04-11-at-3.44.59-PM.png
Source: Markerly

In its own study, Expercity found that micro-influencers not only generate 22.2X more conversion than the average social media user, but that 74% of them are rather direct in encouraging their followers to buy or try a product or service they're endorsing. That communicates credibility and transparency, which can help to build a loyal following.

Cost is another reason why many brands are now turning to micro-influencers. According to a study done by Bloglovin’, 97% of micro-influencers charge $500 and below for a sponsored post on Instagram.

Macintosh HD:Users:adeleyuboco:Downloads:1*SoYJLiz3vcTbEIGL8GTnLg.png

Source: Influence

Additionally, 87% micro-influencers charge $500 and below for a sponsored blog post.

Macintosh HD:Users:adeleyuboco:Downloads:1*Wmgc1Mj6lG-zPqEU_2Gb3w.png
Source: Influence

Finding the Right Micro-Influencer for Your Business

With so many micro-influencers out there, it’s no surprise that 73% of marketers point to finding the right one as one of their biggest challenges.

Macintosh HD:Users:adeleyuboco:Downloads:Screen_Shot_2016-02-22_at_16.01.41.png

Source: Econsultancy

Of course, you can choose to hire an influencer marketing agency to help you find the right micro-influencers for your campaign. But if you want to be more hands-on in finding the right micro-influencer, here are seven questions you’ll need to answer very carefully.

1. What are your goals?

The first thing to consider when finding the right micro-influencer is to look at what you're aiming to achieve. Do you want to generate more leads for your business? If so, look for micro-influencers that frequently host contests or giveaways on their social media accounts -- especially if they involve encouraging their followers to sign up in exchange for free trials, products or access to an exclusive event.

2. Who are the micro-influencer's followers?

When reviewing the followers of the micro-influencer you want to reach, look at to how well they align with your brand's buyer personas. Some of the things to consider are:

  • Where are the majority of the micro-influencers' followers based (geographically)?
  • Are they mostly male or female?
  • Which type of posts resonates with them the most?

3. Is the micro-influencer already a fan?

Working with a micro-influencer that’s already using your product or service has several benefits. For starters, he or she might already be posting about your company and products -- so a partnership is more natural and appears more genuine to followers.

Also, micro-influencers who are fans of your products and brand are more likely negotiate lower fees. Some may even be willing to collaborate with you in exchange for some free products or services.

One way to find these micro-influencers is to perform a general search for blog posts mentioning your brand. Since Google ranks sites based on content quality, there's a good chance that the first two or three results belong to a micro-influencer in your niche.

Another is by using a tool like Gatsby.ai (which has an integration with HubSpot) to your website. Gatsby helps you search through your customer database for micro-influencers that have bought your products, and help you quickly retrieve their information so that you can reach out to them.

4. How engaged is the micro-influencer's audience?

As I mentioned earlier, a micro-influencer’s engagement rate is one of the key metrics that will help you determine the success (or lack of it) of your influencer marketing campaign.

Review the social media accounts of the micro-influencer to see how many likes, comments, and shares each post gets. Although likes are good, I often recommend that my clients focus more on the number of comments and shares a post receives. That's because it requires more effort for a follower to leave a comment on or share a post than it is to click on the like button. Often, followers will only leave comments when they find the post compelling enough for them do so.

5. What kind of content does the micro-influencer produce?

Micro-influencers create their posts based on their own brand and image they want to convey to their followers and compare this against the image you want your audience to associate with your brand. There must be alignment between your perceived brand image the micro-influencer's, in order to ensure that the posts he or she creates for you don't look like a mismatch. Followers tend not to appreciate that -- after all, they follow this micro-influencer for relevant content.

6. Are they working with your competitors?

If you're seriously considering using influencer marketing, there's a chance that your competitors are also doing the same. Take some time to review the posts of the micro-influencers you want to work with, and see if they've worked with any of your direct or indirect competitors.

If so, how did the audience respond to the post? Was there anything mentioned by the micro-influencer about your competitors' products that you can leverage?

7. How many platforms do they use?

Although 80% of micro-influencers point to Instagram as their preferred platform for creating and publishing content, many of them are equally active on their own blogs and in other social media channels. Some even have access to traditional media like TV and magazines. The more platforms a micro-influencer can use to promote your content, the better for you.

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How to Improve Your Facebook Video Watch Time

Does your business use Facebook video? Do you want more people to watch your videos all the way through? In this article, you’ll discover how to set up a Facebook ad campaign that generates longer Facebook video watch times. #1: Upload Your Video to Your Page’s Video Library Many marketers upload their video directly into [...]

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- Your Guide to the Social Media Jungle

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Saturday, December 9, 2017

Snapchat Redesign, Instagram Stories Changes, and Facebook Messenger for Kids

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Snapchat redesign with Shaun Ayala, Instagram Stories changes, Facebook Messenger Kids, and more breaking social [...]

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- Your Guide to the Social Media Jungle

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Friday, December 8, 2017

3 Ways Working a Job You Hate Can Benefit Your Career

"We'll miss you, Cliff." said Andy, my manager. His face looked long when he was sad. We were both working for a company that just experienced a major product failure, and, unfortunately, it prompted a massive round of layoffs. Since I was just an intern, Andy left the decision to leave or stay up to me.

I decided to leave.

"I'll miss you guys, too," I replied. "Thanks again for the opportunity. Let me know what you end up doing after all this chaos dies down." We both shook hands. "Will do," he responded. "Keep in touch, Cliff."

After I packed up my things and said goodbye to the remaining employees, I headed out the office and into the elevator.

As soon as the doors closed, a feeling of liberation washed over me. I let out a booming "Yes!", followed by a triumphant fist pump. I was finally out of that place. I had dreaded going to work everyday. At the same time, though, I felt a little regretful.

I realized I had essentially just wasted two months of precious internship experience. The company had fired their entire marketing team a week before I started, so I was the only marketer in the office. There was no one to learn from, and I barely had anything to do. Half my time was dedicated to playing ping pong and watching office drama escalate on Slack. Amusing for sure, but not really beneficial for my skillset.

My colleagues jokingly called me "CMO Intern", but I didn't think it was funny. If I was the only marketer at the company, who was going to mentor me? And how was I going to develop my skills? It was one of the most frustrating few months of my life.

But even after the pang of regret I felt walking out, I would do it all over again. I'm glad I accepted that internship. I didn't gain the valuable marketing experience I was expecting, but I did walk away with some surprising career lessons. And without them, I wouldn't be where I am now, working a job I love

If you currently have a job you're not too fond of, don't beat yourself up. We've all been there. It hurts, but your suffering will help you figure out what you actually want from your career.

A lot of times, working a job you hate can actually lead you to the one you love. Read on to find out how.

3 Ways Having a Job You Hate Can Benefit Your Career

1) You'll figure out what you like to do -- and what you don't like to do.

There are a lot of variables that influence your satisfaction at work. And sometimes, you won't discover what you actually like doing until you figure out what you really don't like doing.

If you can identify your favorite and least favorite aspects about your current job, you'll know exactly what to look for in your next job. Ask yourself the following questions to learn more about your personal work preferences:

Do you like your role/department? If you just jumped into a new role or department and you realize you aren't really enjoying it, then it might be worth exploring different career path entirely. You should also reflect on your favorite aspects about your previous and current jobs, and pursue opportunities that let you do those things.

Is the company too big or too small? -Do you find solace in the financial stability and stockpile of benefits an enterprise company provides? Or do you prefer the passion and hustle it takes to build a startup? Or maybe you favor a blend of the two, at a medium-sized company? If you feel like your current company doesn't have enough resources to support your growth, then maybe a bigger company is better for you. If your company isn't challenging you enough, then you could pursue opportunities at a smaller company, where you'll get more responsibility.

Are you genuinely interested in your company's industry? When you write blog posts about your company's industry all day, it's a lot more enjoyable if you actually like learning about the subject matter (trust me on this one). Work becomes a chore when these topics don't pique your interest. Whether you work in marketing, sales, product, engineering, or support, if you're not excited about your company's industry, it's tough to stay engaged and satisfied at work. Try pursuing a job in an industry that you're passionate about, even if it means taking a lesser role or making a lateral move.

Do you feel supported by the company's culture? Does work run your life? Is the office cliquey? Do people appreciate your work, or does your manager take all of the credit? If you don't like these things (most people don't), then you're better off at a company that treats their employees well. Use Glassdoor to read a company's employee reviews and evaluate their culture.

2) You'll learn to appreciate your worth.

When you work for a sub-optimal company, team, or manager, you'll notice they either don't give you fulfilling work or don't know how to leverage your skill set to its full potential. This makes you feel misunderstood or undervalued, and work becomes incredibly frustrating.

But their neglect also teaches you how to gauge your professional value. It helps you recognize your needs and capabilities. By honing your self-awareness, you can determine whether upcoming job opportunities are worth it or not and trade up for the best fit job in the future.

3) You'll learn how to persevere through tough times -- and appreciate the good times even more.

A lot of times, getting better at your passion requires you to do the challenging things instead of the enjoyable things, like polishing a blog post in lieu of a post-work gathering.

In your career, you'll encounter times where you absolutely hate your job. But if you can persevere and produce results in a less-than-ideal situation, then you'll enhance your work ethic and truly crush it when your morale is much higher in an ideal situation.

A couple of years ago, I camped out in Florida's Everglades for nine days, where I paddled over 100 miles through alligator infested waters and only ate dehydrated food.

When my trip ended, I was so grateful to be back in civilization (and safe from alligators). I almost forgot what living in a city was like. But the thing I looked forward to the most was eating a real meal. My friends and I all agreed we would stop at the first restaurant we saw, so when we spotted a Subway, we immediately halted. I ordered a chicken bacon ranch sub, and it was one of the best meals I've ever had. I ate another one later that day too.

Losing access to everyday things like normal food, electricity, and community has made me incredibly grateful for them.And I try not to take them for granted anymore, which makes me happier in life. This phenomenon can also happen when your current job situation is less than ideal. You'll be grateful for the privileges you might not have anymore, and when you exchange that dreaded job for your dream one, you definitely won't take its perks for granted, enhancing your gratitude, happiness, and performance at work.

A job you hate doesn't have to be a waste of time.

It's inevitable, at some point in our lives, we'll all have a job that we hate. But if you can view this experience as a life lesson and discover what you actually want out of your career, then there's a good chance the job you hate will eventually lead you to the one you love.

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Persuading People: The Journey, Episode 9

The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business. //www.youtube.com/watch?v=BIfJHDlXxWY Watch The Journey: Episode 9 Episode 9 of The Journey follows Michael Stelzner, founder of Social Media Examiner, as he continues to pursue what many will see as an impossible goal: to [...]

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- Your Guide to the Social Media Jungle

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