5 Steps to Leverage Influencers on Social Media

5 Steps to Leverage Influencers on Social Media

Social media influencers are people with networks and interests that can help share your brand message. Your brand should be intentional in leveraging your influencers. There are five basic steps to developing an effective influencer campaign.

Set the Goal for Your Influencer Marketing Campaign

To build a successful influencer marketing program for your business, know your marketing goal and define a goal for the campaign that supports that goal. You will want to tap into what influencers do – influence.

Here are some marketing goals that influencers can help with.

  • Content promotion
  • Product promotion
  • Product advantage
  • Content creation
  • Event management

Identify Your Influencers

Social media influencers are social media users who have an established credibility and audience. These are users who persuade others.

Influencers typically:

  • Have a large and engaged audience
  • Are active on social media and post frequently
  • Are authentic, credible, respected
  • Connect to your brand or industry as evidenced by the content of posts and/or the people in their audience

Know what you are looking for and then find the influencers that fit. The easiest way to find your brand influencers is use search tools on various social media channels to explore who’s already posting about your brand online.

Also look for recommendations. Social influencers tend to know other influencers. Once you’ve identified influencers, ask them to recommend others who are similar. Some social media networks, such as Instagram and Twitter will give you recommendations when you follow an influencer on the platform.

Reach Out to Influencers

To start these relationships off on the right foot, make sure you focus on building a strong relationship. Reach out directly to influencers and get to know them. Give support and information before you start to ask for anything.

Provide Rewards

Offer appropriate incentives. Influencers are not necessarily looking for monetary rewards. Consider their interests:

  • Increase their reach/grow their audience
  • Quality content
  • Perks like behind the scenes views, insider scoops, product previews
  • Unique experiences

Measure Your Results

Define your measures of success and take periodic assessments. Adjust to do more of what works well and less of the activities that aren’t showing results.

As with all social media, influencer marketing should be viewed over the long-term. If you take time to create healthy relationships with influencers, you should see results over time.


Here’s Why Your Digital Presence Needs a Content Strategy

Here’s Why Your Digital Presence Needs a Content Strategy

No matter what you are communicating or marketing about online, content is a critical component to success. You need great content to connect with your target audience.

Here are 5 ways an effective content strategy will boost your online presence:

  1. Content marketing is customer centric. It is how you attract the people you want and how you build an ongoing relationship with them.
  2. You have no excuse not to publish content. Everyone can do it. Your audience knows this and is waiting to hear directly from you.
  3. Content is what populates all media channels. In addition to your owned media, such as your website or blog, it is critical to earned media like Facebook, Twitter, Instagram and LinkedIn.
  4. People want to know your entire organization. Content is how they find out.
  5. Content is how you stay relevant in real-time. People don’t expect to wait until your next regularly scheduled publication. They what to know what’s happening, when it is happening.

Online content is how everyone connects with brands. You need a plan to be part of the conversations and create the relationships that will help your brand to succeed.

Need to develop your content strategy? Here are the steps to take.

7 Easy Ways to Get More Social Shares

7 Easy Ways to Get More Social Shares

The average a piece of content posted to social media gets fewer than eight social shares.  What can you do to beat the average? Plenty.

Include Share Buttons on Your Blog

Your own blog should be a hub of your social sharing. Make sure your blog posts have share buttons. You can pick the options you want to offer, but Facebook and share to email are the big ones. Make sure your share buttons are easy to find.

Focus on the Headline

Most people won’t read past your headline. In fact, a lot of people will share something based on a great headline and never actually read the content! Great content hidden behind a boring headline will be a bust. Spend as much time on your headline as you do on the content. Really.

Provide Great Content

If you want people to share your content, you need to create content that is of value. You want your reader to think your content is worthy of sharing. It is the value that your content provides that makes people like and share your content.

…And Great Images

Posts with images get the most views and shares on all social networking. Having a great image with every post is a must.

Share Your Own Content

Social media is a crowded space. You can’t assume that your target audience will see every post wherever you publish it. Help with the visibility of your content by sharing every post on every social channel where you are active. You never know where it will catch someones’s interest (and earn a share).

Ask for Shares

Sometimes the most effective approach is the most straightforward: Ask readers to share your content. Simply asking “please share” can be the prompt that gets you more engagement.

Mention Other People

Mentions of other people can increase the reach of your content. Tag others and link to their social accounts whenever applicable. Who doesn’t want to share when they are mentioned on social media?

The Marketing Upside of Shortened URLs

The Marketing Upside of Shortened URLs

A URL shortener is a tool that makes a long URL shorter in length while still sending those who click to the correct page.  Shorter links reduce clutter in your posts. It is also a great way to get some metrics about your posts.

There are several tools out there that will take the URL to your content and shorten it. You want to pick a tool and start doing this all the time. Here’s why.

Why Short URLs Matter

Some social media channels automatically shorten URLs, but you want to use the same tool for all of your posts. That way, you can a more complete view of the performance of your content across all uses.

There are several shorteners. I list three most commonly used tools below. They offer varying tracking features, but using any of them will tell you what’s getting clicked (and what’s not). This is invaluable insight for online marketing efforts.

Three Popular URL Shorteners 


This URL shortening service offers tracking metrics so you know exactly how many people are clicking on your link. When you sign up for a free account, you can actually share links right on your dashboard and then see the data that goes along with each share.


This shortener is integrated into Hootsuite, but you can use the shortened URLs anywhere you post. It offers real-time analytics, sharing functionality, and will give you advice about the best time to post a link.


Link shortening with buff.ly is available on all plans. Buffer also gives you a dashboard that allows you to share links right from their site and then see real-time analytics. You can also shorten a URL and use it anywhere you compose and post.

Insight You Can Use

Once you get into the groove of using one of these tools for all of your online posts, you will get useful insight into what content is getting clicks. Further, you’ll know what content performs well on your various marketing channels.

Use the information to refine your digital marketing. Put more time into content that is getting attention and put aside great ideas that just aren’t performing.

For more help with your digital marketing, be sure to visit my blog. I offer actionable insights three times a week.



Write Headlines that Grab Readers

Write Headlines that Grab Readers

The headline or title  is critical to attracting readers. The most interesting content can go unnoticed if the headline doesn’t generate interest in reading the rest. Copyblogger research shows that 80 percent of visitors will read headlines and only 20 percent will read content to the finish.

Have you ever experimented with changing the headline of an article to see if there is an impact? I often do this when I share my blog content on social channels – I change the headline to see if I can get more eyeballs.

Tools to Craft the Right Headline

There are several online tools that can help you to construct perfect titles and headings.

  • Portent’s Content Idea Generator. Enter a topic into Portent’s Content Idea Generator and get content and title ideas. The site also offers writing tips.
  • LinkBait Title Generator. Enter a subject and the LinkBait Title Generator generate a long list of headline suggestions. There are so many that you are likely to find something that will work and a few ideas for future content as well.
  • CoSchedule Headline Analyzer. Coschedule is a free headline analyzer tool that scores your overall headline quality, does length analysis, and previews how your headline will look in Google search results and email subject lines. It also offers tips for how to make your headline or title better.
  • Emotional Marketing Value Headline Analyzer. The Emotional Marketing Value Headline Analyzer is a free topic generator tool that helps you reach your target audience. It analyzes headlines, titles, and email subject lines and provides an emotional marketing value (EMV). In general, the higher the EMV, the better the headline.
  • SE Ranking. SE Ranking can help you figure out how to make your titles more attractive for search engines by using keywords. Helping people find your content in search is extremely valuable to boosting your readership.
  • Hubspot Blog Topic Generator.  The Hubspot Blog Topic Generator is simple and quick to use. Enter three words related to your content and get five possible headlines. I find that many of the results get formulaic. You may very well outgrow this one, as well.

Content Strategy Is Key

Awesome headlines are just one component of a great online content strategy. Having a plan and a checklist to get it right sets you up for success and keeps you on track. You can go it alone or let me help you put together and implement a winning content strategy.