The Top 10 Platforms for Effectively Managing Social Influencers

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Social media is evolving. Brands need to do more today than just have active profiles on different marketing channels.

Successful businesses are increasing their presence by leveraging relationships with social influencers to create brand awareness.

We’re seeing an increase in the use of micro influencers, which made my list of the top marketing trends to look for in 2018. So for those of you who haven’t implemented this strategy yet, it’s time to get your feet wet.

You may be surprised to hear how big of an impact influencer marketing campaigns can have on your company. In fact, 30% of people say they are more likely to buy a product if a non-celebrity influencer recommends it to them.

The results will vary by generation.

For example, if you are marketing to Generation Z, you’ll need to know that 70% of this group say they can relate to YouTube creators more than to traditional celebrities.

This means you don’t have to find pop culture icons like Kanye West or Shaquille O’Neal to promote your brand. It’s great news because this will obviously be more cost-effective for your marketing budget.

But since influencer marketing at this scale is relatively new for most businesses, it can feel as if you’re entering uncharted waters.

Where do you find social influencers? How much should they be paid? Do they have enough followers to have an impact on your business?

Fortunately, there are online platforms to help you get connected with social influencers. I’ve narrowed down the top 10 platforms for managing these relationships.

Review my list to see which ones fit the needs of your brand before you decide.

1. Klear

When it comes to getting connected with social influencers, Klear is a top choice for you to consider.

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That’s because their software allows you to fully customize the profile of an influencer you’re looking for based on a variety of factors.

You’ll get to decide which social channels you want to promote on, such as Instagram, YouTube, Twitter, or even blogs.

Then you can select which type of influence you want people to have. This ranges from novices all the way up to celebrities.

Once you click on a prospective influencer’s profile, you’ll get to see insights based on their audience. This will help ensure their reach matches your goals.

Just because an influencer fits your target market doesn’t mean their followers do too. Klear helps you distinguish between these factors.

The dashboard of this software makes it easy for you to manage your campaigns and relationships with multiple influencers at the same time.

You’ll also get detailed reports for each campaign you run to see if you’re getting the results you need to get a high ROI.

Now, you can easily track your success and continue relationships with your best influencers. On the flip side, these analytics can give you a data-driven reason to cut ties with influencers who aren’t helping your cause.

2. TweetReach

Depending on your business and marketing campaigns, you may be looking for tools to help you with specific marketing channels.

The TweetReach software can help you get connected with the top social influencers on Twitter:

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Here’s how it works. To find influencers, you’ll need to manually search for a topic related to your brand.

Simply input a keyword or hashtag into the query to see which tweets have the highest engagement.

If you find some people who have a big following and powerful voice within your industry, you can reach out to them directly and work out a deal for them to promote your brand via Twitter.

Furthermore, you can use TweetReach to search for specific accounts. You may have some influencers in mind, but you want to see some analytics before contacting them.

TweetReach provides you with exposure information based on your search terms in specific locations as well. This is useful if you want to get connected with influencers in a certain geographic market area.

3. Buzzsumo

I like Buzzsumo because they have a wide range of marketing solutions for businesses.

They have tools for things such as competitor analysis, brand monitoring, and content discovery. But they also have specific tools for your influencer marketing goals.

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Their platform helps connect you with the right influencers. You can find an influencer based on topics or locations.

Once you have an initial list of influencers, you can filter those results based on things such as engagement, reach, influence, and authority. This gives you the ability to pick the most qualified people for your marketing goals.

You will also have reports based on the type of content and domains these influencers share the most.

Most influencers won’t work for one brand exclusively. This information is vital to making sure your influencers aren’t doing anything that may negatively affect the reputation of your company.

All the analytics, data, and reports from Buzzsumo can easily be exported as CSV or Excel files.

This makes it easy for you to manage your results on platforms you feel comfortable with. You can also combine this exported data with information from other software for comparison purposes.

4. Brandwatch Audiences

The Audiences research feature from Brandwatch gives you access to a huge database of social influencers.

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The reason why this tool is so helpful is because it ranks influencers based on factors that matter the most, such as the ability to drive conversions.

This is much more important than their number of followers and reach. The software connects you with influencers based on niche markets as well.

If someone has an authoritative voice on a particular topic or within a certain industry, Brandwatch can help you find them.

It’s a great tool to use if you prefer working with up and coming influencers, such as micro influencers, as opposed to people who are nearing celebrity status on social media.

5. BuzzStream

BuzzStream is another great option to consider because their platform can help you get connected with bloggers in addition to social media users.

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Don’t underestimate the power of a blogger’s voice and the positive impact it can have on your branding strategy.

All you need to do is search for a specific topic through this platform. You’ll see a list of prospective bloggers that fit your brand or industry.

You’ll have access to reports about their websites and social media pages. This snapshot will tell you exactly how many followers they have on each platform as well as their posting frequency and activity level.

BuzzStream also provides you with engagement statistics for each prospective influencer.

In addition to managing your relationships with influencers, the BuzzStream software specializes in digital PR, link building, and content promotion. All of these features can be used to complement your social influencer campaigns.

6. Kred

This platform is a bit different from all the other options on our list so far.

That’s because Kred is designed for influencers as opposed to brands looking to get connected with influencers.

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But that doesn’t mean you can’t still use this platform to your advantage. There are plenty of ways you can go about this.

First of all, if your business is tied to your personal brand, you definitely need to use Kred. Working with other brands can be an easy way for you to build credibility for your company.

For example, let’s say you’re in the modeling business. Rather than looking for social influencers to promote your brand, you should be getting connected with brands to promote their products.

That way, you can earn some extra cash while increasing the exposure for your personal brand and business at the same time.

Kred is also great because it helps connect influencers with other influencers.

Businesses can use these tools to their advantage to discover their Kred score, which is basically a report of how strong their online influence and outreach is on various channels.

7. GroupHigh

GroupHigh is another top choice for brands looking to connect with social influencers and bloggers.

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They have a database with over 15 million influencer profiles.

You can search for influencers based on different reach metrics, location, and social presence. GroupHigh also has an option for finding influencers based on their expertise in niche topics or industries.

If you are managing social influencers on multiple platforms, GroupHigh can help you stay organized.

That’s because the software allows you to import all the information regarding other influencer relationships into their system. Now you can manage everything from one location. It’s easy to contact your influencers with just a click once you import their info.

There are lots of different communication options with influencers based on the preferred method of both parties.

You can also see reports on all your social mentions to give you a better understanding of your ROI from different influencer marketing campaigns.

8. Followerwonk

Followerwonk is software offered by Moz. It’s an influencer marketing tool specific to Twitter.

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Unlike the majority of options on our list, Followerwonk has a free version you can take advantage of.

This tool helps you search for keywords found in users’ Twitter bios. You’ll get to see information pulled from their profiles, such as the number of followers, account age, tweets, and social authority scores.

In addition to using this tool to help you find new influencers, you can use it to track your existing relationships.

You want to make sure the influencers representing your brand on Twitter still have a strong authority. Otherwise, you may be wasting money on a marketing campaign that won’t work.

9. Onalytica

If you’re looking for a platform that helps you connect with new influencers and manage them at the same time, Onalytica is a viable option to consider.

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You have several options to search for new influencers. Onalytica lets you search based on categories, so you can get connected with people who specialize in specific fields.

You can also find influencers based on their demographics.

If you’re looking to market your brand to a specific audience, it makes sense to work with influencers who fit that demographic as well.

But what really makes Onalytica one of the top influencer marketing platforms is the option to search for influencers based on topic and content. You can find people who use similar language to that of your recently published content.

All you have to do is upload something you created, such as a newsletter or blog post, and the Onalytica content matching tool will provide you with a list of prospective influencers.

10. Traackr

Last on my list, but certainly not least, is Traackr.

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This platform has a wide range of solutions to help businesses manage their influencer marketing campaigns.

They make it easy for you to communicate with influencers on a daily basis so that you can effectively get your message out to the consumer.

You can also upload influencer lists from other platforms to this software to help you manage everything in one centralized location. That way, it’ll be easier for you to track and compare your conversions, helping validate the success of specific campaigns.

Traackr also has tools to help compare your brand’s total social influence compared to that of your competitors. It also tracks your improvement over time.

All this information is helpful when it comes to measuring your reach and ROI.


For your business to survive and prosper in today’s digital age, you need to increase your social media presence.

To do this effectively, you’ve got to develop relationships with social influencers on multiple distribution channels.

Rather than just blindly scrolling through your follower lists to try to come up with a qualified candidate, you can use online tools to discover, manage, and analyze your influencers.

Refer to my list above to help you find what you’re looking for. Some of the options are more platform-specific, helping you connect with either bloggers, for example, or influencers on Twitter.

It all depends on your marketing goals.

But one thing is for certain, you need to get on the social influencer train now before your competition beats you to the punch.

What types of platforms does your company use to manage relationships with social influencers?

Native isn’t display. Stop treating it like it is.

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Contributor Casey Wuestefeld reminds programmatic native advertisers that context is key to realizing this format’s potential.

The post Native isn’t display. Stop treating it like it is. appeared first on Marketing Land.

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The conflicted marketer’s take on AMP for Gmail

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Will AMP for email be a force for unparalleled interactivity, or will it be a coding and QA headache? Contributor Kyle Henderick explains why he’s of two minds.

The post The conflicted marketer’s take on AMP for Gmail appeared first on Marketing Land.

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Customer acquisition on social media — with your own data

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At a time when the use of third-party data is under increased scrutiny, contributor Brian Handly touts the benefits of using your own.

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Sprinklr adds AI to its customer experience platform

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Built around social media, the company is launching its new Intuition to initially categorize and route social posts related to customer care.

The post Sprinklr adds AI to its customer experience platform appeared first on Marketing Land.

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Weekend Favs April 28

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Weekend Favs April 28 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • Visme – Visme is everything you need to tell powerful visual stories in the form of engaging presentations, infographics, and other visual content.
  • Press Conferences by Publicize – Each month we set up a press conference where your team is interviewed on a 30-minute press conference, where we’ll have at least 6 journalists call-in. At least 3 articles will then published for each press conference.
  • cchound – A curation of CC licensed music from various artists and genres for you to use, however you like, in your creative projects.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape

Marketing Day: Sprinklr adds AI, customer acquisition on social media & Facebook’s earnings report

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

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How to Create Highly Relevant Content That Directly Drives Sales

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Content marketing is an absolute necessity for brand survival in 2018.

You’re on the right track if you are currently creating and distributing content. But for those of you not seeing results from these marketing campaigns, it can be frustrating.

If you’re putting so much time and effort into this, why aren’t you seeing results? What’s the issue?

I see this problem a lot when I’m consulting businesses. They don’t have a clearly defined content strategy. If this sounds like you, it’s important you read this post carefully.

It’s great that you are continuing to publish new content. But this isn’t effective if your sales aren’t increasing.

Sure, content marketing can be used for many different things. Primarily, businesses use content marketing to:

  • generate leads
  • acquire new customers
  • increase brand awareness
  • establish credibility
  • engage with an audience

All of these are great and critical for success. However, you need to learn how to create content that directly drives sales.

That’s why you got into business in the first place, right? You wanted to make money. I can sum up one of the best ways to create content that drives sales in just one word.


If your content isn’t relevant, you won’t see high conversions. It’s that simple. Follow this guide to find out how to drive sales with highly relevant content. Here’s what you need to know.

Understand how the conversion funnel works

Before you can create highly relevant content, it’s important for you to make sure you’ve got a firm grasp on the conversion funnel.

You’ll see different variations of this funnel depending on the marketing website or expert. It can also look slightly different depending on the industry and business model.

But for the most part, the conversion funnel can be broken down into three stages:

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The top of the funnel occurs when a prospective customer becomes aware of your company. They’re conducting research or looking for an opinion. Basically, they need an answer to something, and they are seeking insight.

Once a consumer knows your brand exists, they enter the middle stage of the conversion funnel. This is the evaluation phase.

They are still conducting research, but now they are taking it one step further. Consumers are trying to decide whether your product or service fits well their specific needs.

Finally, the consumer reaches the bottom of the funnel when they enter the purchasing or conversion stage.

This is the area of the conversion funnel you need to focus on the most when it comes to creating highly relevant content.

The bottom of the funnel is your chance to explain to your customers why your product and service is the best for them. Show them how you differ from the competition.

Educate the consumer. Explain what it will be like for them if they become a customer.

Marketing campaigns that entice customers can include demonstrations, free consultations, free trials, estimates, quotes, coupons, and pricing. Basically, it’s anything to give them an incentive to buy.

Once you understand the conversion funnel and, more specifically, the bottom of the funnel, it will be much easier for you to adjust your content strategy accordingly to drive sales.

It doesn’t matter whether you are a B2C or B2B company, you’ll still need to evaluate your funnel.

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Yes, you’ll notice some slight differences between the business models.

But ultimately, the funnel can still be broken down into the three stages I just discussed.

Create a customer journey map

Journey maps are a great resource because they take you through the buying process even further than the conversion funnel.

Your journey map will focus on events that take place after the purchase, instead of just before. While awareness and consideration will still be part of your journey map, you’ll also focus on your customer retention strategy.

Analyze how the customer behaves after their initial purchase. This is very important when it comes to driving sales.

That’s because you won’t always focus all your efforts on ways to acquire new customers.

In fact, you shouldn’t be. Yes, of course, new customers are great. But it’s less expensive and more effective to target your current customers. A journey map can help you accomplish this.

You’ll put yourself in the minds of your customers. Once you’re able to do this effectively, you can adjust your content strategy accordingly based on their points of view.

Track leads and conversions

Where are your leads coming from?

If you don’t know the answer to this question, it’s a big problem. This is one of the reasons why your content isn’t relevant and driving sales.

Knowing how customers discovered you can help you understand why they made a purchase. Based on this information, you can create content that’s more specific to their needs.

Since the majority of the customer journey is done on the Internet, it’s easy for you to track their behavior.

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The best way to track your leads is with UTM parameters.

Not sure what a UTM parameter is? Don’t worry, it’s pretty simple. In fact, I’m sure you’ve seen this before.

If you’ve ever clicked on a link from an advertisement, the URL will be long and somewhat complex looking even if you’re just on a company homepage.

That’s a UTM parameter. It’s a way for websites to determine where a lead came from. For example, did it come from Facebook, Twitter, Google Ads, a social influencer, or email marketing campaign?

You’ll have different tags for each distribution platform to know precisely where the lead came from.

Furthermore, you’ll have tags for each post within a specific platform. For example, knowing it came from Facebook is great. But where on Facebook? Which specific post?

You’ll be able to figure this out with your UTM parameters. It’s easy to set these up with Google Analytics.

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Just navigate to the “Demos & Tools” menu and select “Campaign URL Builder” from the list of options.

Another reason why UTM parameters are important is because they can help you accurately measure your ROI.

You know how much you’re spending on each campaign, so you’ll be able to see direct sales results to measure how successful everything was.

Just make sure you accurately fill out the entire form so you don’t get confused:

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After you fill out the required fields, this tool will automatically generate a custom URL you can use.

I could go on and on about this topic. But I want to stay focused on creating content that drives sales. If you want a more thorough explanation, check out my ultimate guide to using UTM parameters.

Promote diverse ads on social media

Now it’s time to take this process one step further. I’ve explained what you need to know about UTM parameters, but now you’ve got to put them to the test.

Social media is a great place to do this because you’ve got lots of options.

You can use paid promotions to target specific audiences. You just need to come up with ads that use different types of content.

Start with a hypothesis. What types of content do you think will have the highest conversions?

This will vary based on your industry, business model, target market, and other factors. But you need to make sure each campaign is different.

Don’t get me wrong. You don’t want to waste money on irrelevant ads. But it’s important that you rule out content that doesn’t work early on. Remember, we’re focusing on relevancy here.

Then you’ll use the UTM parameters that you’ve previously set up to track how effective different ads were.

Now you can appropriately adjust your content strategy based on which ads had the highest success rates and directly drove sales.

Develop a customer persona

Now that you know which content speaks to your audience the most, you can develop a customer persona to improve your conversion rates.

This will help you learn more about the people you’re selling to. It’s similar to what we did earlier with the journey map, but a customer persona offers more detail.

Again, based on your findings, you’ll continue to adjust your content strategy.

Look at the factors associated with whom you’re selling to:

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It’s much more specific to your broader target market.

That’s why you won’t just develop one customer persona—you’ll be building several of these.

Each one depends on many different factors. But ultimately, customer personas will help you develop relevant content strategy.

Take advantage of different formats of content

Don’t just stick with one type of content. Mix it up.

Some different strategies to consider include:

  • blogging
  • infographics
  • case studies
  • video content

This will vary depending on the platform you’re using and the audience you’re trying to target.

But based on the research you’ve conducted on your conversion funnel, customer journey map, UTM parameter tracking, and customer personas, you’ll have plenty of information for each type of content.

The best type of content is personalized. You can even use tricks such as storytelling to enhance your content. This approach will ultimately lead to more sales.

Research shows that generating traffic and leads are the top marketing obstacles businesses are struggling to overcome:

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By diversifying your content strategy, you’ll increase the chances of your content appealing to a wider audience.

That’s because it will be relevant to their wants and needs.

Keep up with the latest news and trends

To stay relevant, you need to keep your finger on the pulse.

Understand what’s happening locally, regionally, nationally, and globally. Keep your eye on important news.

Also, keep track of news and trends within your specific industry. Analyze your competition. Did someone else beat you to the punch?

If a competitor is having success with a strategy, you need to know about it. Find some accurate news sources. Subscribe to industry newsletters and attend events.

Whenever something major is happening that’s trending, you can use it to promote your content.

For example, do you remember the ALS ice bucket challenge craze of 2014?

If you were manufacturing buckets or selling ice, you could use that as a marketing ploy for your content strategy. Even if you were selling bathing suits, goggles, and such, you could get creative.

Don’t get me wrong. I’m not saying you should try to take advantage of charities. I’m just trying to show how you can capitalize on trends and other newsworthy headlines.

Just be creative, and apply it to your content strategy.


You need to make sure your content is relevant if you want to generate sales.

Figure out how to leverage different elements at the bottom of the conversion funnel. Then, create a customer journey map to give you a better understanding of the consumer’s wants.

Use UTM parameters to track their behavior and measure the success of different campaigns. Promote those ads on social media.

Once you realize which promotions had the most success, you can build customer personas to dig even deeper into the minds of your customers.

Use the resources, tools, and analytics I mentioned to identify the type of content that speaks to your customers the most. Adjust your content strategy accordingly.

Stay up to date on the most recent news and trends to stay relevant.

If you follow the tips I’ve outlined in this guide, making your content more relevant, you’ll see a significant impact on your sales numbers.

What type of highly relevant content is your company using to drive more sales?

You vs. data: Where people fit in modern retail marketing strategy

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Contributor Steve Tutelman advocates for three important attitude shifts that can enable your organization to use data efficiently and effectively.

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