The Power of Influencer Marketing: Part 1

What Is It?

Influencer Marketing is not a new game in the marketing world and the concept is pretty simple. You enlist an individual or group with influence and credibility and you associate them with your brand. The intent is to have their credibility rub off on your brand so that you gain credibility and, hopefully, a larger following of consumers. Examples of common types of Influencer Marketing might include Brand Ambassadors and Celebrity Endorsement.

With that said, it’s important to note the difference between credibility and fame. A common failing for brands attempting to engage in Influencer Marketing is recognizing this distinction and simply engaging a “celebrity spokesperson”. In order to effectively engage with an “Influencer” for your brand, it’s important to select an association that meets the following criteria.

  • Relevant: They are considered by your consumer base to be authoritative and influential in the specific arena in which your brand is a player.
  • Relative: They are able to communicate and engage with your consumer base in ways that is easy to relate to and considered genuine.
  • Respected: They carry enough influence to generate both feeling and action on the part of your consumer base. Without a compelling call to action the association has too limited a benefit.

What Can It Do?

One of the obvious benefits of marketing through the use of Influencers is growing brand awareness. While this is helpful, this is certainly not unique to Influencer Marketing. The real strength lies in its ability to create a very personal and powerful association between your brand and a specific group of consumers. They are not just aware of your brand. They consider it relevant to who they are and what they believe in. In effect, Influencer Marketing can shift consumer perceptions and buying patterns through a very personal association that is unlike anything possible with mainstream media campaigns.

Additional Benefits

To close, we’ll note that there are additional benefits to Influencer Marketing that make it a very flexible tool that can be used for just about any company or brand regardless of size. Following are a few of the biggest ones.

  • Scalability: With Influencers, it’s not necessary to have a large national or international campaign. It is just as effective, if not more so, on a local or regional level. This allows for incredible focus on key pockets of influence.
  • Affordability: Because it is scalable and investment levels are flexible, a program using Influencers like Brand Ambassadors can be an affordable option for just about anyone. The size of the campaign can be adjusted to virtually any size budget.
  • Visibility: The ability of the competition to see your Influencer Marketing campaign is largely under your control. If you’re a small brand, you can implement a grass-roots campaign that is nearly invisible to your larger competitors until you have momentum that is difficult to stop.

That covers Part 1 of Influencer Marketing. We encourage you to keep an eye out for Parts 2-4 which will cover specific examples of successful Influencer Marketing campaigns and how they have proven successful against larger competitors.

Split Test Drive Direct Mail

If you aren’t split testing your direct mail and other marketing campaigns you are wasting money and missing out on opportunities for more sales! How can I say this with such certainty? Easy because people rarely react exactly how we think they will, so if you are not testing your message chances are you have not hit on the optimum message for your target audience and so your sales are suffering.

Sure you might be getting some sales doing the same old mail out as you have in the past but what if you could double or triple your sales results.

If you use Google’s AdWords you are probably already aware of what Split Testing is about but for those not as familiar with this term here is a simple explanation.

“Split Testing is a process where you compare the results from two or more different messages to see which message produces the best results. By continually removing the poorer performing message and replacing it with a new message, over time you will arrive at a message that has the most appeal to your audience.”

The real beauty of split testing though, is that small incremental improvements compound over time, often resulting in 100%, 200% or more increases in sales.

Split testing has been used by expert direct marketers for probably as long as people have been sending mail, however split testing as a marketing strategy has only recently come back into vogue for most marketers since Google developed adwords.

Unfortunately it is not quite as easy to split test direct mail as in AdWords but that is no reason why you shouldn’t try.

Split Testing Plan

Here is a simple plan you could follow to split test your direct mail campaign.

1) Firstly you need to only make slight changes. Sending out 2 completely different mail outs will only confuse the issue.

2) Secondly you need a large enough sample size to make differences in response statistically accurate, at least 1000 is probably needed.

3) Thirdly start with big factors first.

Often the biggest obstacle in getting sales from direct mail is just getting them to open the mail or read pass the heading. So a great starting point for split testing is to test the envelope and the heading. If you use a mail house you can easily get them to print two different messages on the front of the envelope. Or to really speed the testing process up, why not test two changes at the same time?

So I would also print 2 letters or flyers with a different heading on the top. So now you have 2 different envelopes and 2 different headings.

So if you have a mailing list of 4000 you could send 1000 each as per the following;

Envelope 1 Heading 1

Envelope 1 Heading 2

Envelope 2 Heading 1

Envelope 2 Heading 2

Now to track you results you might have a different promotion code that the client needs to quote to get the offer say E1H1, E2H1 etc. Or alternatively send 1000 each a week or two apart. (Not quite as accurate but maybe easier to manage and less printing changes)

Now by analysing the results you can see which envelope and which heading performs the best; For example say results were as follows.

Envelope 1 Heading 1 – 2.5%

Envelope 1 Heading 2 – 4.0%

Envelope 2 Heading 1 – 3.5%

Envelope 2 Heading 2 – 4.5%

From this example you can see that Heading 2 out performed heading 1 and also envelope 2 outperformed envelope 1.

OK now the next time you do a mail out use heading 2 and envelope 2 and test this against a new heading and envelope or use the same procedure to test two different offers, or changes to your sales copy.

By continually improving your message you can literally increase your sales by 100% or more but how is this possible? The answer is in the effect of factors which works much like compound interest. A 15% improvement can equate to 100% in sales.

The compounding power of factors is explained further in my blog link below

Thank you for reading this far, I hope you found this article helpful.

Network Marketing Lead Generation Builds Your Direct Sale Business

Network Marketing Lead Generation builds your Direct Sales business. Whether you’re new to network marketing, attraction marketing, or the directs sales world, lead generation is one of your biggest expenses and greatest concerns in the network marketing business today. You’re tired of paying for leads that have been sold over and over again. You’re tired of spending 100s of dollars with nothing to show for it. You no longer want to “hunt” for prospects in the traditional sense, plaguing family and friends to the bitter end. You’ve heard about attraction marketing and now you want to know what it can do for your marketing opportunity. Can it really help you succeed in your business? Does it have a place in direct sales?

Let’s take a look:

  • Attraction Marketing creates a venue where you no longer seek/hound your potential leads, family, and friends”…”they come to you.
  • Attraction Marketing selflessly brings “value” to your future business partners giving them information and education that will build their business and ultimately yours.
  • Attraction Marketing puts your client first by sharing, teaching, and giving value to their business hopes and dreams.
  • Relationship/Attraction Marketing takes the pressure off of you to create the perfect sales pitch”…”instead, you make a new friend, business partner, and achiever.

Let’s put that together in a Direct Sales setting.

  • You have a product and business opportunity that you want to share with customers, network marketers, distributors, and future coaches/team leaders
  • Through Attraction Marketing you build a relationship with individuals by sharing value, marketing ideas, sales strategies, and networking tips and tools
  • Your future partners see value in what you are offering; and ultimately you help them grow their business, creating a funnel of success for both parties
  • You can give them the relationship marketing tools that are not readily available to them elsewhere. They see what you have to offer, and want to be a part of your team.
  • You now have a great opportunity, a great product, great network marketing strategies, a relationship, and a new partner.

The decision is always up to us. Do we want to stay where we are, doing what we do, hoping for the best?
The attraction marketing concept isn’t new, but the planning, marketing, and focus is. Take steps to learn new tools, strategies, and techniques that build your direct marketing business today.

This works for me, it can work for you!

Are you willing to wait the next 18 months to get your business moving? You don’t have to “…” Let us show you how to do it in less than 6 months.

To your success!