Influencer Marketing

Have you heard of influencer marketing? The idea of working with an influencer — a thought leader in your field or a smaller niche — may not be totally foreign, but it’s more complex than reaching out to whoever has the most followers on social media. There are three types of influencer (aspirational, authoritative, and peer influencers), and the best option for you will vary depending on a few key factors. If you’re struggling with content outreach or want to take advantage of the growing trend of influencer marketing, read on.

First, to find the best influencers to work with, create a list of the most important voices in your industry (this may include any combination of the three influencer types listed above). Second, you can narrow your list by taking a closer look at each influencer’s activity and audience. Factors like how active the influencer is and how the audience responds are very important. Finally, you need to find people who have content to offer that’s relevant to your brand. Working with these individuals to get your content to their followers — and even offering to promote their material in return — is one way to generate buzz for your products or services.

These are critical steps in your search for effective influencers to amp up your marketing strategy, but this is just the beginning! Check out this white paper by CopyPress and Intellifluence to get a better idea of how to connect with industry thought leaders, how to increase your sales through these relationships, and when it might be time to cut ties with an influencer.

Optimizing Your eCommerce Site

How engaging are the product descriptions on your e-commerce site? Do they make people yearn to buy your goods, or are they bland and generic? Changing up your descriptions is just one way to optimize your site and your web presence as a whole. The optimization of an e-commerce site expands your reach, improves your conversion rates, and ultimately makes more money for you. Why hang around the internet extolling the virtues of a store that looks like it was last updated in 2001?

Don't rely on boring or scripted descriptions of what you offer. No one's interested in that. No one will want to buy anything with a watered-down description that doesn't make the product or service seem worthwhile, valuable, or necessary. Instead, craft original blurbs to accompany what you sell, even if you need to outsource the work to a contract writer. Ensure that all of the images are eye-catching and up to date. It might even be time to schedule a new photo shoot. Consider displaying your wares using short videos as well.

In addition to outsourcing your content creation, you can crowdsource it. Take advantage of positive reviews about your business or offerings. Do your current customers frequently take photos of your products? Use those on your site too — with permission, of course. Firsthand experience from real customers is a marvelous way to advertise. It makes new consumers more inclined to trust you. For more tips to help your e-commerce shop reach its full potential, keep reading and study the infographic below.


A Great Marketing Lesson (in Bookselling and Anything Else)

Fire and Fury: Inside the Trump White House is a great lesson in bookselling. Hell, it's a great marketing lesson for any product.

What the publisher, Henry Holt and Co., did that was brilliant is take the most salacious bits of the book and “pre-release” them prior to the book's official release date.

They also published a very short summary of the book available on various media outlets.

Of course, it certainly helped immensely that the subject of the book went a little apeshit and even had his lawyers issue a “cease and desist” letter (which did nothing but escalate the whole episode).

In fact, the book was not going to be released until next week. The publisher, in an act of the ultimate defiance, decided to move up the release date to today.

This all happened yesterday.

And this is how it's playing out for Amazon sales of the book:

Not bad.

Now, this is NOT a commentary on the book's contents. Don't get your panties in a bunch just yet, snowflakes.

I haven't read the book. But I have bought it 🙂

Should be a fun read. I expect it to be a cross between Vanity Fair and the National Enquirer (part fact, part fiction, all entertaining).

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