February 12, 2016

Why You Should Take Advantage of Influencer Marketing This Year

Author : Morgan Simon

InfluencerMarketingWithSchaafPartnerCentric

 

With Valentines Day right around the corner, you’ve likely seen more than a few gift guides floating around the web. Top bloggers and publishers leveraging holidays to promote their favorite products and brands is nothing new; and lately more advertisers have wondered how to get in on the action. This whole idea is called “influencer marketing” and its effectiveness has brands adjusting their marketing strategies to ensure they are adopting this powerful channel.

Influencer Marketing
Influencer marketing is simple, really. Instead of a brand seeking out an entire target audience (say, in the way a television commercial would), they seek out those who have purchasing influence over a group of individuals. In the case of retailers, these influencers often look like top publishers who write a blog with a highly engaged audience and/or have a large social following. Because the influencer is trusted by consumers, their recommendations and advice directly impacts the purchases their audience makes. The effectiveness with influencer marketing stems from the message coming from a trusted middle man who has vetted the product thoroughly versus a brand flaunting it’s own products.

How Do I Find These Influencers?
This can be the tricky part, at least according to 73% of advertisers. While almost all merchants buy into the idea of influencer marketing, finding the key individuals can be difficult. There are several things to consider, including:

  • Market Reach- How big is the influencer’s circle? Advertisers should be looking at page views, Facebook friends, Instagram followers, etc.
  • Engagement – Once you know how big the influencer’s audience is, you should consider how engaged they are. If a blogger has 500,000 monthly page views but a dismal comment rate and click through rate, they may not be the best fit.
  • Relevancy – Does the rest of their content seem like it would be a natural fit for your brand? Influencer marketing is a partnership, so when aligning yourself with an individual it is imperative to make sure they are a good match for your company as a whole. This is arguably more important than any other factor when selecting an influencer.
  • Expertise – Is the influencer going to take the time to become a product expert? Influencer marketing thrives on authenticity, so you will want a commitment that whomever you work with will truly get to know the features and benefits of your product line so they can accurately represent them to their audience.

How Does This Fit In With My Affiliate Program?
Believe it or not, influencer marketing and performance marketing go hand in hand. Often times influencers make fantastic affiliates, but because of their reach they are less likely to find your program on a network and sign up directly. Proactively seeking out these individuals and partnering with them at influencer level lays the perfect foundation for recruiting them as an affiliate later down the line.

Similar to other marketing channels, there is power in numbers. When consumers read about a product on an influencer’s blog, then see an affiliate link on another website they visit – your product, brand and messaging are all front of mind. For this to be successful, you have to ensure that the messaging is consistent among all channels – internal, affiliate and influencer.

How Schaaf-PartnerCentric Can Help
You may wonder where SPC fits into all of this. While we are proud affiliate management experts, we also recognize the need for strategic influencer marketing support for our clients. Last year, we took that need and turned it into a product offering we call REACH. REACH essentially covers all of the elements of influencer marketing for you: determining an appropriate offer, contacting and partnering with influencers, monitoring results and comprehensive reporting on activity. Interested in learning more? Let us know here or send us an email at reach@schaafpc.com. You can also check out some of our awesome REACH results. Nearly 60% of advertisers are increasing their influencer marketing budget this year, don’t get left behind!

As always, we’d love to hear your thoughts on influencer marketing and any questions that you have in the comments. And because no blog post is complete with out an infographic, continue reading on to see some impressive Valentines Day spending stats put together by another company who loves influencer marketing just as much as we do, The Shelf:

Courtesy of: The Shelf




February 08, 2016

Affiliate Marketing Trends in 2016

Author : Lisette Howard

Affiliate Marketing Trends to Watch in 2016

As we transition into the second month of 2016, a few major trends in performance are beginning to emerge. Affiliate marketing is no longer simply capturing a sale on a publishers website; it has evolved into a much more complex space. Here are Schaaf-PartnerCentric’s top predictions for affiliate marketing trends to watch in 2016:

Influencer Outreach

The term “influencer” became a buzzword in 2015. It went from something progressive brands were testing, to a necessity when planning a marketing strategy. In 2016, we can expect to see the rise of influencer marketing becoming a focal point in overall online strategy. Advertisers understand the value of partnering with trusted content marketers to promote their brand – display ads are out, original content is in! It makes sense; people are influenced by those they trust. It’s no longer about what the brand is saying, but what others are saying about a brand. 90% of consumers look to friends and virtual strangers for advice when making a purchase according to Nielsen.

The big question becomes how to tie influencer marketing to performance if you aren’t tracking sales. Going back to the idea that affiliate marketing is much more complex than it used to be, it’s important to note where in the funnel users first saw a brand and where they were influenced in making a purchase (i.e. attribution). Users typically learn about a brand on an influencer site and from there the user begins to do additional research.

Mobile and Video

Mobile continues to be an important topic as there are still over 4 billion people who have yet to connect to the internet. More people to adapt equals more opportunity. Everyone by now knows mobile is important, however in 2016 we are going see the value of video on mobile. 50% of all mobile traffic comes from video and by 2018 experts believe this will grow to 79%. Mobile is often source of entertainment and the best way to capture a user on mobile is through video. Users are not only watching videos on a mobile device, but they are engaging with them. 65% of all video viewers watch more than 75% of the video. This year advertisers and affiliates need to make sure they are incorporating video until their overall strategy or there is a big chunk of sales being left on the table.

Online to Offline

Advertisers with a brick and motor location need to be doing online to offline promotions. An omni-channel strategy is essential and with today’s technology it is easier than ever to accomplish. Most stores with an online presence have enabled beacon technology to ensure they can send offers to customers while they shop in real time. No longer are the days where you have to cut out a coupon from the newspaper to receive a discount. Getting in front of customers is easier than ever and it’s important you are working with the right partners to do it.

 

Now that you know our top three predictions for 2016, we would love to hear yours! Are you ahead of the curve and already employing an omni-channel strategy? Or maybe you’re looking for help taking advantage of influencer marketing? Where ever you are at in the changing affiliate marketing landscape, we’re here to help – you can leave us a comment or send us an email at info@schaafpc.com.