5 Common Mistakes To Avoid When Building Your Influencer Strategy

While it is evident that Influencer Marketing can reap various benefits for a business, it is imperative to consider the potential mistakes brands make when utilizing this tool.


Influencer marketing is not as simple as choosing a popular Instagram account and throwing money at them. If used incorrectly, this approach can cost you thousands of dollars, however, if you avoid these common mistakes, Influencer Marketing can skyrocket your brand.


A recent study by Tomoson reported that businesses are making $6.50 for every $1 spent on influencer marketing.


Avoid these 5 common mistakes to be among the businesses reaping these enormous benefits:

  1. Choosing the wrong influencer:

Brands will often select influencers based on their follower count. While in some cases, more followers means more engagement, this is not always true. The influencer should be chosen based on their values, personality and fittingness for the brand. Researching different influencers in the same niche will give you a better idea of who you should choose for your brand.


  1. Focusing on one social media platform:

Focusing solely on a single social media platform will hold your brand back from reaching a new audience. While it is natural to place greater emphasis on the platform where you have built the greatest presence, you are restricting your brand from reaching an entirely new demographic. Using influencers to direct attention towards platforms where your presence is lacking can be a good strategy to connect with new people.


  1. Making short-term collaborations:

It takes time to build trust with your consumers; don’t expect too much too soon. While you may experience some short-term gains, steady progress will often yield the best results. If the influencer campaign has achieved favourable returns in the short-term, focus on building a long-term relationship to achieve sustainable growth.


  1. Lacking authentic communication:

Cliché statements and captions will appear unauthentic. Using personalised messages and giving influencers an opportunity to voice their personal thoughts on the product will be perceived as more authentic and trustworthy by the audience. Finding an influencer that truly believes in the product will make this process significantly easier.


  1. Not having a proper strategy in place:

Implementing an influencer campaign because it is the ‘in-thing’ is the wrong approach to be taking. Before reaching out to an influencer, it is vital that you have a well-developed plan in place. To keep your brand on track, outline the end-goal of the campaign, whether it be more impressions or followers, then formulate a strategy to reach these goals. This will help determine which areas were effective and which areas need work for the next campaign.


While influencer marketing campaigns can reap various benefits for your business, it is vital that you avoid these basic errors to achieve the results you are seeking.

How To Pivot Your Business In The Current Economic Environment

Source: Marketing Eye

Like every other business owner, a month ago I stopped in my tracks. I looked around, read everything I could and basically tried to fill my head with as much knowledge as possible. I know that I don’t know what I’m doing and right now more so than ever. I had so many questions: What is happening to the world and how is it going to effect my business? How do I navigate through this period of uncertainty and change, without falling apart? How are my staff going to take this? What’s important? What isn’t?
There are no experts in getting through the impact of a virus that has spread at a phenomenal pace and the decisions that have been made on our behalf by Governments. Everyone is just trying their best, and if you are in the public spotlight, that clearly isn’t enough because while your intentions may be good and you are working from advice given, everyone out there is an expert and they will pull you down at every possible corner – via the internet.

What does marketing mean in 2020?

The marketing landscape is constantly evolving, meaning marketers must continually adapt to stay competitive.

The past few years have shown just how quickly consumer behavior trends and advancements in technology can shift the way in which marketing teams must approach their campaigns. However, this year has already brought about many challenges impacting the way in which marketers must adjust their strategies to meet changing needs.

The ongoing COVID-19 pandemic beginning in December 2019 has forced brands to think, operate and strategize in new ways to adjust to the changing needs of their consumers.

In just a few months, we have seen many countries shift into a temporary ‘survival mode’, with social-distancing measures keeping most at home. As a result, the behavioral trends and attitudes of consumers has drastically shifted, giving marketers a new challenge to deal with.


How has COVID-19 affected marketing?

With social-distancing measures forcing people to stay home, many new behavioral trends have formed.

We have seen people choose television, radio and newspaper for their main source of reliable information over social media.

We are witnessing exponential growth in online video chats; with work, lectures and social engagements being done exclusively over the internet. Social media usage, gaming applications and video streaming have also experienced a significant rise in usage, as they have become the primary source of entertainment for most.

E-commerce channels have been in high demand in proportion with the elevated need for physical goods. Inconsistent supplies at grocery stores and the fear of community transmission has driven many towards online channels to purchase their essentials.

While many of these trends may reverse once normality returns, brands must stay aware and adapt to the changing conditions.


How are marketers reacting to these changes?

Marketers must continue tracking trends to gain a clearer understanding of how consumer behaviors are evolving.

By closely observing trends, opportunities and potential threats through conversation across social media platforms, marketers will better adapt to the evolving landscape.

As people move beyond social-distancing requirements, it is unlikely that their newly adopted behaviors will merely revert back to original.

The mix of media platforms being consumed by consumers is constantly changing; however, these changes have been tracked and observed by marketers during this crisis. For example, with digital entertainment mediums spiking, marketers may consider adjusting their strategy to appeal to this change. i.e., display more advertisements on social media or game consoles.


How should marketers plan for normality?

Marketers must also understand which steps to take once business returns to usual. As well as continual focus on the experience of the customers, great emphasis should also be placed on the internal marketing functions of the brand.

By understanding customer experience from the perspective of the consumer, marketers will be able to better connect with them and mitigate the effects caused by the crisis.

Beyond the changes resulting from the outbreak, we are also anticipating the following 5 trends to take over the marketing industry in 2020:


  1. Customer Experience and Personalization: Advancements in technology, as well as increased access to information has allowed businesses to better personalize their customer experiences. Personalized marketing will forge a real connection between you and your consumers.
  2. Strategic Marketing Transformation: Knowing when, why and how your strategic plan should be transformed will ultimately benefit customer experience. Altering your brand’s functions and procedures depending on the external environment and consumer trends will increase revenue and profits.
  3. AI/Automation: While the human aspect of marketing is still important, new technologies are capable of enhancing your marketing efforts. AI can replace boring and repetitive tasks to give brands more time to focus on a better customer experience.
  4. Focus on customer loyalty: Recurring customers are more valuable than new ones. Building a loyal customer base will reduce the impacts of crisis events such as the COVID-19 outbreak, since it can cost up to five times as much to attract new customers.
  5. Live Video: Live video is becoming increasingly popular on sites such as Facebook and Instagram and it is a great way of making your audience feel involved. People spend 3x longer watching live video than they do watching pre-recorded video.


The ongoing COVID-19 pandemic beginning in December 2019 has forced brands to think, operate and strategize in new ways to adjust to the changing needs of their consumers. Beyond this, we are anticipating various other changes in the marketing landscape.

SEO Tips to Optimize Your Website for Lead Generation

Source: Medium

A business runs through a rough road to attract leads. Needless to say- they ensure earning. Even, your profit margin can be scaled up beyond your expectations. But, the question is ‘How’.

This is where the SEO comes into play. It can turn your business into a cash cow. But, your all expectations about leads can turn blank without optimization.

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While many companies are now scrambling to fix their websites in light of the fact that Google is determining whether or not many companies get sales or not, it’s not all dooms-day. A good website from idea stage to website strategy, design and development, can all be finished in one week – if you have the right partner.
We have developed 100’s of branded, lead generation focused websites for our clients around the world and the one’s that have made sure that their website is up-to-date, relevant, customer experience focused and integrated into various technologies and platforms, are not struggling in an era where no-one knows what’s next.

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You’ve worked hard at putting together your webinar slides.

You’ve fine-tuned your presentation to your liking. After a few run-throughs, you’re ready to launch.

Ready, set… hold up.

Before you invite your attendees, there’s one more step to check off your list: foolproofing.

I know what you’re thinking, “What? Why bother? What could go wrong enough to need foolproofing?”

But hear me out, or rather, hear Eleanor Roosevelt out:

It’s vital to “learn from the mistakes of others. You can’t live long enough to make them all yourself.”

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A Beginner’s Guide to Successful Email Marketing

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Is email marketing dead?

With all the talk of video, artificial intelligence, virtual reality, and chatbots, it sometimes seems like email is long past its prime.

But if you think email is dead, you’re missing out on the real metrics. The truth? Email marketing is still going strong today, and is possibly the best possible strategy for your business.

The proof?

Based on 2018 data, email marketing is still ranked as the most effective marketing channel, beating out social media, SEO, and affiliate marketing.

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Source: Neil Patel


4 Email Marketing Trends You Need to Know for 2020

Source: Wishpond

Email marketing is making money moves.

It constantly adjusts, adapts, and advances with the shifting technology landscape. However, its relevance in the modern marketing stack remains as prevalent as ever.

Marketo estimates that checking email is the #1 activity on the internet with 94% of internet users getting online for this reason alone. Email marketing’s power is rooted in its ability to break through cultural, generation, and class barriers. Its effectiveness for marketers lies in its steady return on investment, about $39.40 on each email.

While Facebook’s Sheryl Sandberg famously decried the “end of email” in 2010, she may have jumped the gun on that assertion.

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How to Use Social Media in Healthcare: A Guide for Health Professionals

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Social media and healthcare are a powerful combination. Social networks have become an important health resource, and not just for millenials. Nearly 90% of older adults have used social media to seek and share health information.

It can be hard to know how to navigate the challenges of social media in healthcare. Providers, agencies, and brands need to create engaging social content. That content also needs to be informative, timely, and accurate. At the same time, you need to follow all relevant industry rules and regulations.

In this post, we look at the many benefits of using social media in healthcare. We also provide some tips on how to keep your social channels compliant and secure.

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How do you attract and handle leads? It’s a simple question, but few of the companies we talk to have a definitive answer. More often than not, there is no process in place for generating and managing leads from first conversion through sales closing. If a process exists, it’s commonly a mix of manual sorting and inefficient communications that risk losing leads and the all-important timing between a bottom-funnel request and a sales response. Here are 10 steps you should take to improve your lead generation and management process.

Start Your Lead Generation and Management Process Here

#1 – Sales, Marketing, Customer Service and Product Alignment

Lock your Sales, Marketing, Customer Service and Product Development teams in a room and don’t let them out until they come up with a Service Level Agreement (SLA) that commits them (and Management) to:

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Source: Kuno Creative