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7 Steps to Expand Your Reach Through Influencer Marketing

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You can only tout your brand’s products and benefits so often. Imagine how much more powerful that messaging can be if it comes from independent experts and voices that your audience trusts.

That’s the gist of influencer marketing. Done right, it’s a powerful way to expand and maximize not only your brand’s reach but also your credibility and customer interest.

Of course, you do have to do it right. Join us for an in-depth exploration of influencer marketing, from the power it has to supercharge your strategy and execution to the steps you can take to build an influencer marketing strategy designed to succeed.

The Potential Power of Influencer Marketing

Influencer marketing has the potential to be immensely effective. How effective? Just look at these trends and statistics from recent surveys and studies:

  • 70% of teenagers, and 4 out of 10 millennials, trust influencers more than traditional celebrities or brands
  • 53% of all women have made a purchase specifically influenced by an influencer
  • The average influencer campaign returns $5.78 on every dollar invested initially
  • 51% of marketers say that influencer marketing results in not just more, but better customers
  • 63% of marketers plan to increase their influencer marketing spending in the coming year

All of those stats combine to a single but crucial point: influencer marketing is here to stay, and its effectiveness won’t slow down anytime soon.

By tapping into authentic third parties that your audience trusts, you can supercharge your earned media strategy for the social media age. That means spreading your message through more channels, more voices, and more touchpoints to increase your reach and conversions.

To get there, of course, you need a comprehensive and consistent influencer marketing strategy. These 7 steps can help you get there.

1. Identify Your Influencer Marketing Goal(s)

Naturally, and as is the case with any type of marketing strategy, the first step is to identify the exact goals you’re looking to achieve by working with influencers. Defining your goals early means that each of the following steps can be adjusted to focus on exactly what you’re looking to achieve.

Among the most common goals for influencer marketing are:

  • Brand Awareness: Increasing your reach and unlocking new audiences
  • Identity and Credibility Building: Associating your brand with voices your audience trusts and has defined by distinct personalities
  • Engagement: Pointing influencers towards your existing content to share with their audience
  • Sales: Building promotional product campaigns with your influencers
  • Customer Loyalty: Especially when engaging with current customers as micro-influencers

Don’t limit yourself to a single goal. More than one of the above might apply to your efforts and be relevant to your overall marketing strategy.

However, it pays to be specific. For example, the more you can define what, exactly, brand awareness means for you in numerical and time-based terms, the better you’ll be able to track the results of your campaigns.

2. Define Your Audience for Influencer Marketing

The next step should feel natural if you’ve built other types of marketing campaigns: defining the target audience for your influencer marketing.

This might be as simple as reviewing your brand’s overall target audience. But often, the audience for this type of campaign is a bit more defined, focused specifically on segments of your prospect base who tend to listen to and trust influencers.

During this step, it also helps to identify what channels your influencer-focused audience prefers, along with some common influencers and accounts they follow. Take a look at resources like Influencer Marketing Hub, whose reviews of tools in this marketing niche can be invaluable if you’re just starting your research.

3. Clarify Your Brand Voice and Personality

Part of the reason influencer marketing can be so successful is that you’re amplifying not just your content or product, but also your brand personality. That voice and personality is likely a key differentiator between you and your competitors, and influencer marketing can help you focus on that uniqueness.

To get there, of course, you have to make sure you know exactly what your brand voice and personality look like in the eyes of your audience.

If you don’t already have a brand messaging architecture set up, now is the time. If you do, make sure you know exactly what you stand for, and how your content expresses that architecture. It’s the foundation for finding influencers who speak within the same tone and cadence, maximizing overlap and brand congruence when your audience pays attention.

4. Find Influencers Who Match Your Audience, Channels, and Brand Voice

Now comes what is, in many ways, the crux of your influencer marketing success: finding the people you can partner with for maximum credibility, reach, and audience attention. All the steps you’ve taken to this point, from your goals to your audience and brand definition, can help you find that overlap you need for a consistent, coherent strategy and execution.

Finding influencers, of course, is its own complex process, the nuances of which go beyond the scope of this article. This guide can help you with some core steps to take to maximize your chances of success.

The best way, of course, is to use some of the online databases available to brands. As influencer marketing grows, the availability of those tools increases as well. From GroupHigh to TapInfluence, research the platforms available to you to find the individuals your audience is most likely to listen to.

5.  Reach Out to Potential Influencers for Partnerships

Once you’ve found a group of influencers that make sense for your audience and brand, it’s time to develop your outreach strategy. Standardizing this step can help all parties involved.

It all starts with a specific outline of exactly what you expect from your influencers, which can include:

  • The types of content you will share with them for promotion and amplification
  • Your brand voice and guidelines for reference, including any relevant logo and graphic files
  • Any legal compliance requirements in your industry when it comes to third-party promotion of content and product
  • Specific product promotions, like affiliate links or influencer-specific promotional codes to share with their audience

Compile this information into an influencer package, but let your contact with influencers shape the information you share over time. If you keep receiving the same questions, you can expand the content you share proactively for a more productive relationship.

With an initial package in place, reach out to potential influencers for help in promoting your brand. Gauge their willingness to work with you, and their expectations from you. Some may expect to be paid, while others are happy with affiliate links. And of course, it’s all about building those relationships over time, continually sharing new products and content for them to engage with and promote.

6. Turn Loyal Customers Into Micro-Influencers

Traditionally, most brands think of influencers as accounts with massive followings and the potential to influence thousands of potential customers. But while this more “glossy” part of influencer marketing is undoubtedly crucial, it isn’t your only opportunity to leverage third-party content for brand reach and promotion.

The other half of the equation is your current customers.

If they’re happy, they have the potential to become hugely influential to their own micro-communities of families and friends. You just have to know how to engage and encourage them.

A few steps can help you get there:

  1. Identify customers who are happy with and loyal to your brand
  2. Reach out proactively, thanking them for their loyalty
  3. Provide early access to new content and products
  4. Offer referral and affiliate opportunities to prompt promotions to their own networks

In this strategic approach, attention to detail is vital. It’s only effective if you truly work with happy customers and remove them from your efforts at any sign of oversaturation or annoyance. That way, you keep your efforts focused specifically on those customers you know are likely to promote your brand and products.

7. Standardize and Track Your Influencer Marketing Efforts

Finally, don’t underestimate the importance of treating influencer marketing not as a one-off lucky chance, but a systematic approach designed to continue succeeding over time.

That means standardizing your planning efforts, especially if multiple people are involved in the process. A marketing project management tool designed to optimize your campaign planning and execution can go a long way towards systematically taking all necessary steps and iterating over time.

These steps also include tracking your success. According to Welcome research in collaboration with Sirkin, marketers’ second most common bottleneck is reporting marketing performance as it pertains to overall goals.

Tracking influencer marketing is most effective through UTM codes or custom product promotional codes but does require some significant setup. Of course, that doesn’t make tracking your influencer marketing ROI less important.

Over time, as you continue to standardize your campaigns and track your ROI, you can integrate influencer marketing into your larger promotional efforts. That way, it becomes a part of a larger whole, designed to drive reach and marketing success not in isolation but as part of your overall marketing strategy.

Welcome can help you standardize those efforts through more effective campaign planning and project management. Ready to give it a try? Get started with a free Welcome account today.



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ActionIQ rebrands and launches CX Hub

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ActionIQ rebrands and launches CX Hub


Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.

After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.

The modules. CX Hub is comprised of four solutions:

  • Customer data platform.
  • Audience center.
  • Journey management.
  • Real-time CX.

The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.


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Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.

ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.

Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.

Read next: Deep changes in the CDP space


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update


Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Are you still using spreadsheets to manage your work? Take our poll

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Are you still using spreadsheets to manage your work? Take our poll


Earlier this year, revenue orchestration platform LeanData released a report suggesting that lead management remains a “heavily manual” process. Based on a survey of more than 1,700 sales, marketing and operations professionals, the results showed that, despite all the talk of digital transformation, the number two challenge for revenue teams was too many manual processes and not enough automation (the number one challenge was insufficient pipeline).

LeanData, which partnered with Sales Hacker, Outreach and Heinz Marketing in conducting the survey, is interested in that result, of course, because lead management is precisely the process they offer to automate. We were struck by the contrast with Scott Brinker’s recent statement that we are arriving at a post-digital-transformation era: “(C)ompanies are no longer planning to become ‘digital.’ They are digital.”

And then we got the results of our 2022 MarTech Career and Salary Survey. Among the surprising nuggets to be mined from our findings was that 77% of respondents identify spreadsheets as the tool they spend most time (10 or more hours a week) working with. That doesn’t mean that spreadsheets are a marketer’s most important tool, but it does suggest that manual processes remain a key part of daily life for marketing managers and staff.

We wanted to extend the opportunity to all our readers — B2B, B2C, agencies — to give us a reality check on spreadsheet use. MarTech is marketing, we like to say, and certainly today’s marketing is fundamentally data-driven and digital. But is it too soon to say that marketers are working in a digital and largely automated environment?

Download the 2022 MarTech Career and Salary Survey here


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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