This week I learnt a lot from the CXL course — data-driven Influencer Marketing and Google analytics for beginners.
Influencer marketing is a necessary option every marketer can’t ignore, or you will leave a lot of money on the table.
Google analytics provides many marketing reports, let you know what’s going on with the traffic acquisition, audience behavior, conversions, and we can customize the reports to fulfill our different measure demands. With Google analytics, marketers know where the issues are and propel the conversion optimization direction toward preciseness.
Instagram has more than 2 times influencer campaigns than Facebook or Youtube has. Daniel Wellington and reebok are good cases of influencer marketing, there are below 4 main lessons: 1)co-create is always better than dictate; 2)form partnerships between the brand and the influencer. 3)show you understand your audience.4) Create people first experience that real people can participate in
Influencer Marketing Overview
Influencers can be found on social media channel, Facebook, Snapchat, Tiktok, Youtube… social media in the beginning it used to be about connecting with friends and family, then today it is much more about entertainment. This is the basis of influencer marketing nowadays.
Although social medias play an imporant role in marketing, the foundamentals are still the same: drive demand, build brand distinction, and tell a story.
The science of influence is a relatively complicated and comprehensive topic, it really depends on the culture and person, the circumstances.
Influence is about consistency, be consistent with your message, telling the very same story over and over again with slightly different flavors.
Influence is about social proof, then liking, authority, kindness, entertainment value, social media as a platform was never intended for anything else than a genuine interest to connect people and share knowledge.
Influencer types are based out of the number of followers, engagement, similarities.
Top 5 frustrations influencers faced:
- creative freedom
- late payment
- short deadline
- last minute changes
- no clear brief
Human insight: everyone wants to be creative and feel appreciated for their contribution, no matter how small.
Author recommend HypeAuditor application to identify influencers. You can start with only 2 bucks(But I didn’t find the low price package on the Hypeauditor website at this time). Marketer have several critical metrics to take into account: 1)Audience Demography, country, language, age, and gender distribution; 2)Follower growth; 3)Audience interest 4)Account activity/engagement;5)Advertising post freq&performance;6)Suspicious audience accounts, ideally under 30%;
Synergy and brand fit
Marketers should ask self 5 guiding questions:
- What does the brand stand for in social? How can influencer bring that role alive?
- How creative is the influencer’s content? How does branded content vs. general content compare?
- Has the influencer worked with my competitors? Sometimes it’s a red line, sometimes not
- Does the tone of voice and style of the influencer suit my brand?
- What type of content would my campaign require?
You should prepare two-times bigger list than that you actually want, it is a process of weeding out unsuitable candidates.
Focus on the value exchange
Things get done easily if they are for mutual benefit. In influencer marketing, think about what common things influencers care most, as a publisher, they want to maintain and grow their audience, they want to produce great content, as a normal human, they want to make a living, then they want to be creative, they want to have access to people who are smart, tell them about new things, new tips and tricks. As a creator, exclusivity would be definitely appreciated. Recognition, commitment, are the high level requirements influencers need.
How do marketers work with creative storytellers?
Ask self 4 questions:
- How do we let influencers experience the best of our products?
- How do we incentivize and let our influencers create as freely as possible?
- How do we as a brand co-create with our influencers?
- Why should their audience care, participate and share?
Google analytics for beginner
Chris Mercer is the author, he went from zero to effective in using google analytics, using google analytics to improve product, marketing, and strategy decisions in no time.
Mercer teaches us the best way to learn is always practise, no one can grasp well without pratising. He introduced a GA report demo which collects data from Google merchant store.
Filter is the most important functionality in GA, you can set the filters across account level, property level, and view level. it empowers marketer to create multiple different views where different analysis requirements are meet. And don’t miss out customizing traffic sources functionality to make the dimension info more readable.
Mercer also point out the differences between Google tag manager, Google analysis and Google data studio, very intuitive when I first got this message.