M. Bradley Hoos’ Post

Some of the most impactful influencer partnerships we've run have CPMs that surpass a brand's target. It's not about the low rate -- it's about identifying creators with a trusted voice, the right demographics, and vertical alignment. Our team knows value and influencer-brand alignment when we see it. But above all, we have the data to back it up. Today, we're focusing on the data that shows there's no apparent correlation between low CPMs and top-notch performance. Will we still negotiate to get you as close to your target as possible? Absolutely. But we need brands to trust us when we say we're confident about the creators we select for your brand. Our CEO, M. Bradley Hoos, expands on this more in his post. Tyler England pulled together our data to create this graph, backing up what we've been saying all along. And me? I just helped make the graph visually compelling and on-brand. I was excited to be part of this conversation. Analyzing data creatively helps me understand our findings on a much deeper level. Interested in learning more about how we can create impactful results through our tailored influencer marketing strategies? Send us a note: https://bit.ly/49yL2Zg

Running performance campaigns solely based on creator CPM is an ineffective approach! 🤯 Our CEO, M. Bradley Hoos, shared the game-changing revelation with his LinkedIn community this morning and we had to make sure you saw it, too! Check out the post to see what the *true* key indicator of performance is.

Define: The Creator-led Search Agency Creator-led search is something I have spoken about at length, originally I coined it as "Search Integrated Influencer Marketing" but that didn't encompass everything I believed the offering could actually entail. Creator-led Search is about leveraging content creators, communities and influencers to understand the true wants/pains/needs/desires of audiences. And when we establish those, we create kickass content to meet the need of that query and map it to search keyword clusters - delivering across the search universe as appropriate. For so long, content strategy has been determined by keyword research, typically only focused on "Google" in isolation. To us, creator-led search allows to break this norm down and recreate a 'search everywhere' approach out of the rubble. 👉 We gain insights from creators (whether that is UGC, Forum FAQS, Content creators, Employees, Influencers, or our branded communities) 👉 We overlay broader keyword research and social-search keyword mapping to these insights to ensure that the content we create is optimised for search and social AKA 'search everywhere'. 👉 We lean on our established strategy to understand where that content will then sit, what the goals of such content should be and who should create it. Should it be "owned" content by a brand? Should we partner with a content creator or Influencer? Or, should we encourage our communities to contribute with UGC? These are all considerations! 👉And finally, we assess the search journey (typically after conducting an Search Universe Analysis) to understand which platforms the content should be present upon for the specific touchpoint. And where needed we repurpose across multiple touchpoints/platforms To us... this is the future of search content strategy and search everywhere marketing in 2024 and beyond 💪 

The Evolution of Marketing: Embracing the Micro, Nano, and Personal The marketing landscape has undergone a significant transformation in recent years, adapting to the rapid changes in social media trends and consumer behavior. Here’s a look at how these shifts are shaping the future of marketing: From Macro to Micro and Nano Influencers Gone are the days when only celebrities and high-profile influencers ruled the marketing roost. Today, "micro and nano influencers" are gaining traction. These influencers often have a more engaged and loyal following, making their endorsements feel more authentic and trustworthy. Brands are leveraging these relationships to foster deeper connections with their target audiences, driving higher engagement rates and more meaningful interactions. Personalized Customer Experience through Social Media Social media platforms have become powerful tools for delivering personalized customer experiences. Through the use of "data analytics and AI", brands can now tailor their content and advertisements to individual preferences and behaviors. This personalization not only enhances customer satisfaction but also builds stronger brand loyalty. It’s no longer about reaching the masses with a single message; it’s about connecting with individuals on a personal level. The Shift to Short-Form Video Content With the rise of platforms like TikTok and Instagram Reels, "short-form video content" has taken center stage. These bite-sized videos are perfect for capturing the short attention spans of modern consumers. Brands are using this format to create engaging, creative, and shareable content that can quickly go viral. The shift from longer videos to short-form content is revolutionizing how marketers approach video marketing, emphasizing brevity, creativity, and immediate impact. The Rise of Social Commerce Social media platforms are not just for connecting and sharing anymore; they’ve become "shopping hubs". Social commerce integrates e-commerce with social media, allowing consumers to purchase products directly from their social feeds. This seamless shopping experience is transforming the way people shop online and offers brands a direct path to conversion. It’s a powerful tool for turning engagement into sales, bridging the gap between social interaction and e-commerce. As we navigate this ever-evolving digital landscape, it’s crucial for brands to stay agile and embrace these changes. The future of marketing lies in understanding and leveraging these trends to create authentic, personalized, and impactful customer experiences.

📊How to Measure the ROI of Influencer Marketing Campaigns📊 Measuring the return on investment (ROI) of influencer marketing campaigns is crucial for determining their effectiveness and optimizing future strategies. Here are some key metrics and methods to help you measure the ROI of your influencer campaigns: 1. Set Clear Goals: Before launching a campaign, define clear and specific goals. Whether it's driving website traffic, increasing sales, or growing your social media following, having measurable objectives is essential. 2. Track Metrics: Use analytics tools to track key metrics such as engagement rate, reach, click-through rate, and conversions. These metrics will help you understand the impact of the campaign on your business goals. 3. Unique URLs or Discount Codes: Provide influencers with unique URLs or discount codes to track the traffic and sales generated from their posts. This allows you to directly attribute conversions to the influencer's efforts. 4. Survey or Poll: Conduct surveys or polls to gather feedback from your audience about the campaign. This qualitative data can provide insights into the campaign's effectiveness in terms of brand perception and message resonance. 5. Calculate ROI: To calculate the ROI, subtract the total costs of the campaign (including influencer fees, production costs, etc.) from the total revenue generated. Divide this number by the total costs and multiply by 100 to get the ROI percentage. 6. Compare to Other Channels: Compare the ROI of your influencer campaigns to other marketing channels to evaluate its performance relative to other strategies. By measuring the ROI of your influencer marketing campaigns, you can gain valuable insights into their effectiveness and make informed decisions to improve future campaigns.  #InfluencerMarketing #ROI #MarketingMetrics #BrandBuilding #DigitalMarketing #DigitalMarketing #NewService #MarketingStrategy #marketingagency #marketing #instagrammarketing #youtubemarketing #instagram #Logo #repost #manager #freelancers #influencermarketingagency #agency

There’s a lot to unpack from the recent article on top marketing trends for 2024. One key takeaway that stands out is the growing importance of integrating authenticity in marketing strategies, especially through creators and influencers. Here’s what I found particularly enlightening: - The shift from traditional influencers to authentic creators is not just a trend but a necessity. As consumers become more cautious about whom they trust, partnering with creators who genuinely align with your brand will resonate more profoundly with audiences. - Self-service ad platforms are empowering brands to take control of their advertising. These platforms allow marketers to create and manage campaigns directly, giving them greater autonomy and responsiveness in a rapidly changing digital landscape. - With consumers becoming increasingly aware of data privacy, the emphasis on first-party data is crucial. Brands need to establish trust by being transparent about data usage, ultimately leading to stronger customer relationships. - The expansion of social commerce highlights a need for brands to leverage social media not only to promote but also to facilitate purchases directly within these platforms. A seamless experience can significantly enhance customer satisfaction. - Lastly, AI’s disruptive capabilities cannot be overstated. From hyper-personalization to automating marketing tasks, AI tools can allow brands to deliver tailored experiences that effectively engage customers. This article is a great reminder that to stay relevant in 2024, embracing these shifts isn't optional; it’s imperative. I’d love to hear your thoughts on how these trends might impact your marketing strategies this year. https://lnkd.in/eqJbBGGs

2024’s marketing game-changers are here! 🌟 AI’s disruptive power, the rise of authentic creators over influencers, and a focus on privacy are reshaping brand engagement. Get the full scoop on the trends that will drive ROI this year! https://bit.ly/3KzGkzy

Anyone nervous? As we go, so goes the economy. Read about the impact of a "nervous economy" and the impact on marketing spend -- some newbies and some oldies-but-goodies. #marketing #BNPL #influencers #creators

A couple weeks ago, Anthony Pierri 🎸 wrote a great post on how your positioning has to change as your market matures. If you haven’t read it, I highly recommend it. I’ll add a link in the comments. It really struck a chord with me as it completely aligns with my experience at Traackr, where I spent 10 years. As I thought about my own experience, I noticed a couple interesting layers... 1. In the early days, you need to answer the question “why your category". One of the most effective ways to do this is to pick a “status quo enemy” and position why your category is better. At Traackr, we were building the category of influencer marketing software and needed to answer “why influencer marketing”. The way we did this was by picking traditional advertising as our “status quo enemy” and answering why influencer marketing was better. At AssetMule, we’re currently doing the same thing. We need to answer the question “why interactive sales assets” and have picked PDFs as our “status quo enemy” and actively talk about why interactive is better. 2. As your market matures, competitors will enter your market and you need to shift from answering “why your category” to “why your solution”. At this point, your “enemies” are chosen for you. As influencer marketing became a common marketing practice, a number of competitors entered the market and we had to shift our focus to answering “why Traackr”. This meant a lot of competitive research, a tightened focus on our ICP and where we were winning, and a bunch of competitive assets (competitive pages, battle cards, etc.) to enable our positioning. As the interactive sales assets category becomes more mature and more competitors enter the market, I expect we’ll have to do the same. I’d love to hear from others and how your positioning/messaging evolved as your market matured?

Many brands and founders I speak to dream of a tool which automates influencer marketing. What if I told you it already exists? Simply select your requirements for audience, content category, platform, timeline, and budget... Then a list of accurate influencers within your budget are populated in a sharable spreadsheet. You can have all this and more for only a small percentage fee of your budget. That means you don't need to learn any new tools or integrate the software with your current system. By now you may have guessed that I am describing an agency. But don't get mad! Many people, myself included, wish for a tool to help identify relevant creators, simplify contracts and price negotiations, and standardize deliverables. The hard truth is that these problems will never go away. Creators are people and waiting for an all-in-one tool which puts every creator in a box for you select from like paid ads is unlikely appear in the coming years. Even more, this fantasy tool will likely harm your marketing efforts because you will miss out on so many creators that exist on the margins of your requirements. Most influencer marketing agencies will happily commit to spending $10K+/mo with a target number of impressions and handle all the heavy lifting. They will generate a single invoice and a single report at the end of the month — easy. And if you're trying to avoid paying an agency fee, remember that most professional creators have managers and those fees are already baked-in to the price. The current landscape of creator databases is evolving quickly, but there is not one tool for every size, category, platform, and budget. The best agencies use many tools to identify the best talent and manage campaigns while spreading out the costs of multiple tools and their service. Is an awesome agency the solution to your influencer marketing challenges? #influencermarketing #creatoreconomytools #creatoreconomystartup #influencermarketingagency