Category: News

How Marketing Can Respond to the COVID-19 Crisis

Life has changed considerably over the last several weeks. Many of us are under stay-at-home orders and there are policies that are preventing us from going about our lives as usual. The impact on business has been dramatic, and professionals in the field, especially those at a digital marketing agency, are wondering how they can respond.

On one front, marketing professionals have been working from home so the functions of marketing can continue when they can’t go to the office. While this has been helpful, there is a recognition that the business landscape has changed and marketing departments will have to adjust. Plans that were on track a few months ago may no longer be relevant, so many of us will need to look into coronavirus resources for businesses and find ways to adapt to the new reality.

Marketers are going to play a vital role in helping businesses adapt during the coronavirus pandemic. Businesses may need to make a shift in the types of products they sell or they might need to change their messaging to reach customers or clients in a way that is more likely to resonate in light of the new reality.

The following are a few of the steps and strategies for marketers and business leaders who are trying to figure out what they can do to respond to the coronavirus outbreak.

Keep Your Clients and Customers Up to Date

Whether you are a business selling products, a B2B service provider or a marketing professional, you have to stay in close contact with your customers and clients at this time. Along with that, you have to acknowledge the current circumstances. If you try to carry on like things are normal, you are going to seem out of touch and unprepared.

Let them know what you are doing to respond to the crisis and assure them that you can still meet their needs. Make sure they know you can develop plans to help their businesses during this difficult time.

You should also stay in touch so you can learn about the challenges they are facing. Ask them about what they need from you and what you can do to better support their mission.

This contact can be in the form of phone calls or through email, but you should also make sure to keep people informed by posting on social media and by releasing information on your website.

Assess Your Market Position

It is actually a great time to reassess and adjust your market position. People are staying at home and using the internet more than they normally would, so this offers the perfect opportunity to get new messaging out there.

Start by looking at your ideal customer. Is it the same person it was a few months ago or last year? Consider how your product or service is going to benefit your customers and think of ways to demonstrate the benefits. With an understanding of who your customer is and how they can benefit from your product or service, you can create messaging that will resonate and inspire action.

Once you know your ideal customer and the value proposition you are offering, you should consider your market positioning strategy. Do you want to be a cost leader by offering the most competitive prices on the market? Maybe you want to differentiate your brand and target a segment of the market. You could also consider combining these two positioning strategies together.

Adjust Your Marketing Strategy

Now that you have established an ideal customer and you know how you want to position your brand, you can start developing a marketing strategy to meet your goals.

Take a look at the audience you are pitching to. What is their age group? Are you selling primarily to men or women? Are you selling to businesses or consumers? Does your ideal customer fit into a specific income range? What are their interests?

The list of questions could go on. The more specific you get, the easier it will be to target the right customers with the right messaging. It will also help you select the right marketing strategy and the marketing channels that will be most effective when trying to reach the customers you want to reach.

Prepare for the Future

Finally, this is a good time to prepare your marketing strategy for the “what ifs”. Most of us did not see the coronavirus coming, and that left us scrambling to react without much of a plan. Now is the time to try to forecast what may happen, run some tests and make plans for different possible outcomes.

Look at different timelines for the economy in your area reopening. Consider the possibility that some of these timelines might change and try to project what the impact will be on your business for different scenarios. Maybe run some market research and try to project the numbers for things like expenses and revenues. Think about how your marketing strategy will need to change to respond to different outcomes and the messaging you will need to have ready for these events.

Marketing won’t be able to solve every problem that businesses experience as the result of the coronavirus, but it should play an important part in the response. By reviewing your marketing strategy and making the necessary adjustments, you can keep your business in the minds of customers and reassure them that you can continue to meet their needs.

Guest Writer May 28, 2021

Industry trendsInfluencer marketingNews

Quick Look Back at the History of Influencer Marketing

If we don’t take into consideration today’s fuss about influencer marketing strategies and take a look at the history we will see that influencer marketing has even started before the creation of social media. The definition of the “influencer” is a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media. Clear message and easy to understand but is it? Can anybody be an influencer?

What makes a Person an Influencer

Beautiful minds inspire others. Just think, do we like influencers just because we want to be like them? The answer is yes for some of us, but for the rest of us, we value the effort they put in their work. The influencers inspire us to be the best version of ourselves, do the right thing in every condition and keep pushing our boundaries.

The influencers take action deliberately. They don’t have magic sticks which make all of their dreams come true. They build their name bit by bit. No matter if we call them content creators, mentors, guides, experts or anything like that, they all serve to the same purpose. Creating the impact they were aiming for is their solemn duty.

Honesty saves everyone’s time. Indeed it does. Would you rely on someone who lies to you? Possibly there isn’t any worse thing for an influencer to tell a lie and get caught. Because once it happens that influencer’s credibility flies out of the window and it’s unlikely to repair again. The reputation is the essence of the influencer’s ability to influence.

This is not a controversial matter, whether or not you have a great thought or actions, if you have people who think like you, in another word if they can relate with you, these people will follow you. However was this always like that? Let’s have a look at the dusty pages of history.

The Blonde Bombshell was on Duty

The Blonde Bombshell, Marilyn Monroe skyrocketed the sales of Chanel №5. In April 1952, Marilyn Monroe appeared for the first time on the cover of Life Magazine, and the article mentions her answer to the question, “What do you wear to bed?” and her reply, “a few drops of Chanel №5”.

Now when we see one or another celebrity praise a perfume it’s quite normal, but Marilyn Monroe was the first celebrity who was endorsing a perfume. Chanel №5 is the most famous and best selling perfume but the popularity of the icon escalated in the twinkling of an eye.

After that brands discovered the way to use the power of popularity and public images of the celebrities they use it unceasingly. That was easier to entice potential customers with the personalization of celebrities’ looks and their ways of living.

A Long Way from Down to the Top

Have you heard about Nancy Green? She was one of the first African American models in history to become the face of a popular food product. She didn’t have a beautiful body to show off, we can’t call her a scholar because she was’t. Nancy was a slave, then nanny and cook finally an influencer who fight against the racial discrimination.

In 1889 Nancy Green was hired to promote a brand called “Aunt Jemima”. The product itself was out of ordinary for its time, self-rising pancake flour with a Black woman’s face on the box made an instant hit across the country. If we look at the 21st century’s individual’s perspective, yes the design may seem racial and stereotypical nevertheless it was innovative for the 1880s. Green made the big chunk of money while working for the brand for 33 years until her unexpected death. Moreover she became one of the most influential advocates who spoke out against poverty and equal rights.

“Because They’re Worth It”

If you go out and ask a random person who is the second person did a revolutionary act in any case for the first time, it would be doubtful that you will find the right answer. However, we know our pioneers. In 1971, when women didn’t even have a voice over the product specifically manufactured for them, L’Oréal made something groundbreaking. Those days were special for the women’s rights movement but still advertising controlled by men and women were completely left out.

“Because I’m Worth It” said brand ambassador Joanne Dusseau for the first time and it changed the views of women forever. Some sources claim that L’Oréal came up with this tagline because they wanted to beat their competitor Clairol and encourage women to spend more money on their product. Well, it worked. Because in the 70s almost every commercial featured male actors and showed their perspectives. If you take a look at Clairol’s ads in the 1970s you will see women with a male voiceover. However in the L’Oréal advertisement we see a woman who narrates that she bought a premium beauty product for the first time just for herself. The tagline slightly changed over the course of history and evolved its latest form, “ Because You’re Worth It”. Yet no matter how you comprehend it the slogan has been translated into 40 languages and it gave women confidence when they didn’t use to feel they are worth it. L’Oréal didn’t just became the pioneer in feminist advertising, more importantly it influenced the women’s outlooks about themselves.

It doesn’t matter who was the first influencer or when exactly influencing has started. What we are making of it is the thing we need to focus on and thrive. Try to be a better influential leader to relate and impact others in a deep and sincere way.

Rumiya Mammadova March 28, 2021

Industry trendsInfluencer marketingNews

What is Earned Media Value and Influencer Media Value

Before the influencer era, earned media typically bound up with the editorial and mentions of brands in newspapers and magazines. But nowadays, all this changed, everyone can count as influencers on social media. Imagine one tweet or one post from an ordinary user on social media can make a Mexican wave and it can affect positively or negatively the brand’s online presence. That is why every single post on social media counts as a form of earned media. It increases the importance of Earned Media Value(EMV). Analysis and understanding of Earned Media Value are now becoming a clearer way for brands to evaluate the value of their investment in social media. In this blog, we will define EMV and demonstrate the usability of this metric in influencer marketing.

What is Earned Media Value (EMV)?

Earned media value is a more advanced metric about a brand that refers to the sum of any type of mention gained through social media, websites, blogs, forums, reviews, and so on. That mentions not from advertising (paid media) and didn’t come from brand’s media channels(owned media). Take a look at our previous blog to learn more details on the differences between each type of media. In General, this form of media includes word-of-mouth, recommendations, or conversations about the brand.

Marketers used to measure EMV entirely on user-generated content (UGC) and were not invested in it as it was not considered very valuable to brands. Nowadays, sponsored ads, influencers, and many such factors have increased the value of EMV and motivate brands to invest in it.

EMV helps brands understand how their marketing path and online presence affects their potential customers. If the earned media value is low, it is usually an indication of mistakes in marketing strategy. If EMV is high, it shows that this brand is on the right track or builds meaningful connections with its target audience.

The connection between IMV and EMV

The connection between influencers(Influencer media value) and EMV

The earned media value (EMV) is the method of calculating the value from every type of media. However, influencer media value (IMV) is more specific than EMV, focusing solely on influencer marketing.

Influencer marketing is a relatively new strategy for marketers who are willing to build strong relationships with their target audience. It is obvious that influencer marketing is the best of the effective marketing strategies. For this reason, the EMV model was adopted as an influencer media value (IMV) and applied to the influencer field with minor changes. It is proved that influencer posts lead to better quality impressions than traditional PPC(Pay-per-click) ads. That is why marketers shift EMV to influencer marketing.

Why Earned Media Value is Important to Influencer Marketing

Both earned media value and influencer media value assist brands to predict which influencers are likely to have the highest ROI. Of course, after knowing this possibility, brands can easily choose the right path and strategy to increase awareness and sales.

But do not forget that, firstly, you should identify a well-grounded perspective to calculating EMV and IMV, which could help you make better influencer marketing decisions.

Gaining a solid understanding of your EMV and IMV can help you save paid media costs by showing you which influencers also possess high EMV.

How to Calculate Influencer Earned Media Value

Since earned media is so valuable, you will want to calculate it to identify how it contributes to your brand’s sales. The problem with this is that there is no agreed formula for calculating earned media value. Here are a few different methodologies for calculating EMV.

Based on Non-Paid Impressions

Calculation: Impressions(Non-paid) x CPM

2. Based on Organic and Viral Impressions

Calculate: Impression(Organic Impressions Over Last 30 Days) x CPM x Average CLV(Customer Lifetime Value)

3. Based on Reach and Conversion:

Calculate: Reached Users X CPM by Vertical x Conversion Factor

These aren’t even all of the methods people have used to calculate EMV. For influencer campaigns, calculating EMV can help brands figure out how effective influencer activities have been. In influencer marketing, there are two methods to calculate EMV according to marketing KPI (impression or engagement)

Emv based on Impressions

If your target is to drive brand awareness, then you should track and calculate an EMV based on Impression. For that, you need to determine CPM (cost per impression). For instance, it can be based on the brand’s previous paid influencer campaigns or known digital media rates.

You can then calculate the Impressions EMV by multiplying the Impression CPM by the free impressions delivered / 1,000.

(Impressions) * (Cost per 1,000 or CPM)

EMV based on engagement

If engagement is more significant than an impression for your marketing strategy, you can also track an EMV based on engagement. In the calculation process, the same way is followed as above.

Figure out Engagement CPM, then multiply the Engagement CPM by the free engagements delivered (likes + comments) / 1,000.

Of course, calculating these formulas is not easy. With Keepface, brands can track engagement, along with influencer EMV. Brands can use EMV metrics to identify where they will get maximum ROI. Keepface uses proprietary technology to quantify the value of Influencer media value, making IMV the standard for measuring social media buzz and engagement.

Lamiya Babazada March 22, 2021

Influencer marketingKeepface Influencer StoreNews

Why Keepface Influencer Store is Beneficial for Brands?

Keepface is a SaaS tool for brands to run influencer marketing, employee & customer advocacy campaigns through a single platform for maximizing marketing ROI since 2016. From 2016 till now we assist brands in their influencer marketing campaigns. Brands use our platform to identify, recruit, and negotiate with influencers by spending less time.

Now we are proud to announce our new project, Influencer store under the slogan ‘Social Proof Creates Trust and Trust Sells’.

In our Influencer Store project, we create online stores for influencers to turn them into e-commerce owners. Influencers only need to create authentic content and promote products on social channels. The influencers who will participate in this project will have the opportunity to decorate their e-commerce stores with the products of their favorite brands and share their lifestyles with their audience.

Basically, we create an online store for influencers, they add their favorite items which they tested, loved, and endorsed, and in the online store influencers sell the products without investing in those products. Influencers only need to promote themselves and their products on their social media through engaging content.

This is how the system works in influencer stores:

Influencers create engaging and branded content by their favorite products.
encourage their audience to purchase them.
Consumers are directed to the websites of the brands from the influencer stores because of the influencer endorsement.
Brands get conversions and quality traffic.

Influencer store’s interface

Influencer stores have a quite simple interface so it facilitates the process of adopting by users. As you know a good User Interface is substantial because it can turn potential visitors into buyers as it makes easier interactions between the user and your website.

There are some important features which I would like to bring to your attention about the interface.

When you enter the influencer store you will see five sections at the top; home page, products, brands, apps, and story.

The home page section will direct you to the landing page of the influencer’s store.
With the product button, consumers can see the products which the influencer uses and recommend. Consumers can filter the products by their tag as well.
In the brand’s section, we can see the influencer’s favorite brands that influencers use.
In the story part, you can see the products that the influencer shares with his/her daily life pictures and give information about products like where he/she bought a product, etc. You can click the Read more button for finding more information about products.

Why is Keepface Influencer Store beneficial for brands?

In general, influencer store projects are a combination of three concepts; affiliate marketing, influencer marketing, and social selling. It means that when brands join the influencer store, they can take advantage of all three of them together. To be more precise, businesses combine affiliate marketing and influencer marketing to reach social media-driven audiences and sell their products. It is a great strategy to invest in to build long-term relationships with customers.

First of all, influencer stores can help brands increase brand awareness while it is one of the main reasons why marketers use influencer marketing. As you know, influencer recommendations are noticed and taken into consideration by their followers so easily. By influencer stores, brands stand out and attract new followers for themselves, giving them increased visibility and the opportunity to gain more traction.

You can also reach your target audience and sell your products much easier than any marketing strategy. By the Influencer store, your products are more likely to be seen by your target audience or who might engage with you – which is the ultimate goal of the influencer store.

Influencer store projects increase your brand credibility and trust by partnering with influencers. Consumers tend to trust recommendations from influencers which is the biggest power of influencers. So when they add items to the influencer store it will be seen as a genuine testimonial and will help you build a trustful connection.

Influencer stores can also be beneficial to your search engine rankings as it helps to boost your reach. As you know, influencer marketing and affiliate marketing are both good for SEO. This means that you can improve your search engine ranking with influencer stores. Influencer stores is a great opportunity to create better and the most important natural inbound links for your website.

Lamiya Babazada March 16, 2021

News

How Is Amazon AWS Certbolt Certified Cloud Practitioner Certification Beneficial to IT Specialists?

Introdution

There is a surprising increase in the popularity of AWS as a platform. Therefore, with an increasing number of customers, cloud computing can be a splendid skill for anyone with aspirations in IT. If it is about job security and great wages, then this is what you need. That is why instead of waiting and wasting your time, it is best to take advantage of the opportunity of making a great impact in the cloud domain. So, it is time for you to take up the Amazon AWS Certified Solutions Architect Associate Dumps Cloud Practitioner certificate with its related test CLF-C01 and launch into the arena of the cloud!

Why Opt for This Certificate?

Specialists who have arrived at the pinnacle of their IT careers began by laying an exceptional foundation. That is why great benefits await you if you start with the entry-level AWS Certbolt Certified Cloud Practitioner. These are enumerated as follows:

It establishes you in AWS cloud technology

AWS presents varied steps or levels within its certification schema. It begins with the entry-level and moves to the associate-level designations. After these two steps, one can strive for a professional-level certificate. This way, an Amazon AWS Certification Dumps practitioner can easily obtain what s/he needs to venture into the next phase of their careers. By launching in a strong way, you will get a career that really has a lot of perks like professional growth and remuneration.

Show of skills and commitment to success

A certificate is a stamp of your skills in a distinct field. Regarding the AWS Certified Cloud Practitioner, earning it is a clear corroboration of having skills that relate to the prominent platform called Amazon Certification Dumps. Again, it is a display of the commitment you have with respect to your career and your role as well as what you do.

Employment opportunities are enhanced

The Certbolt AWS Certified Solutions Architect Professional Dumps Cloud Practitioner certification is considered transformational when it comes to employment. This is due to how you come closer to your dream job after earning it. The other part remaining is for you to add it to your CV and apply to your most desired job role. There are increased chances of getting that role since this validation will enhance your potentiality.

Enhanced salary potential

Candidates who acquire the Certbolt Amazon AWS Certification Cloud Practitioner access massive opportunities that they can utilize in advancing their careers and earning fair pay. This would greatly rely on their levels of skills, where they are located, and how long they have been working in the specific role. ZipRecruiter.com offers the average emoluments for the USA specialists having such a certificate at $132,083 per year.

Conclusion

Simply put, the Certbolt Amazon AWS Certification Training Course Cloud Practitioner certification is on demand since its basis is the globally appreciated platform within the expanse of cloud computing. With more businesses shifting to platforms such as AWS to enjoy enhanced efficiency that comes at reduced costs, anyone with this certificate and skills is going to benefit. Thus, to acquire it is to bestow yourself with expanded job opportunities as well as distinguished salaries. Go for it to start enjoying the perks!

Guest Writer March 9, 2021

Influencer marketingNewsSMM

The Tale Of Instagram’s Hiding Likes

Instagram is now starting to hide likes, and of course, it will affect both influencers and brands, plus the relation between them as well. Obviously, a new question arises: How will Instagram hiding likes affect Influencer Marketing?
If you are curious about the answer, I invite you to read the rest of the article.

We’re currently running a test that hides the total number of likes and video views for some people in the following countries:

✅ Australia
✅ Brazil
✅ Canada
✅ Ireland
✅ Italy
✅ Japan
✅ New Zealand pic.twitter.com/2OdzpIUBka

— Instagram (@instagram) July 17, 2019

With the above tweet, Instagram announced that likes would be hiding for select users. Instagram had already been testing hiding likes in Australia, Brazil, Canada, and some US users and, after the month-long test, the amount of likes will be hiding to the rest of the world. Users can still like by pressing the heart below a post, but a total number of likes will not appear.

So when an account likes influencers’ content, it will seem like that “name of Instagram account and others”. Users can see only a list of accounts that have liked the post. Like counts will be hidden, won’t be completely gone. While followers won’t be able to see the number of likes, influencers will within their private view.

Why Does Instagram Hide The Likes?

The idea here was to help “improve mental health,” Instagram’s CEO Adam Mosseri stated.

Mia Garlick, Facebook Australia, and New Zealand director of policy said that “We hope this test will remove the pressure of how many likes a post will receive, so you can focus on sharing the things you love. According to her, the goal is that users feel less judged and to see whether this change can help people focus less on likes and more on telling their stories.

Instagram has started this process to push users to concentrate on creating better content rather than worrying about whether the content they share generates numerous likes.

Studies show that this kind of instant feedback on content can boost people’s self-esteem but bring others down if they do not get as many likes, especially for young people.

How Will Instagram Hiding Likes Affect The Market Place?

How-will-Instagram-hiding-likes-affect-market-place

We should take this topic into consideration from two different aspects. What are the consequences of this change for influencers and brands? Lets firstly look at the influencers who are the ones could be most heavily impacted.

My approach is not psychological, but like is important for the influencers. Actually, like is a kind of validation of their works. Like has always been seen as a measure of performance and they have quiet powerful impacts.

If users see content with a huge amount of likes, it grabs the audience’s attention and attracts more followers. If the influencer has fake followers or an unnatural audience, this change would definitely harm not only the influencer but also the brand who has collaboration. It means that organic growth will be gathering more attention.

As you see for the influencers it has some disadvantages, but the other side of the coin is that it would be beneficial for brands in particular. Naturally, brands collaborate with influencers who have an adequate engagement rate. As I said, likes have been seen as a way to measure engagement. Of course, it is not the correct way to measure engagement only through likes. The hiding of likes will help a brand understand if the influencer has a loyal and trustworthy audience or not. The engagement rate will play a huge role here.

Some brands still prioritize likes and superficial metrics over the qualitative content and relationships with their audience. Brands should examine the value exchange they are offering consumers. The more balanced this exchange, the more beneficial Instagram will be for driving true business value for brands.

How To Handle With Hiding Likes

Certainly, there is no change without complications. If brands have the right technology or tool, hidden likes are not a problem.

That’s where Keepface stepped in. Keepface’s tool will still have access to those metrics even if they’re hidden. With the help of the Keepface brands are able to know an influencer’s engagement rates and have a full report on performance metrics before working with them. Brand can search influencers through advanced filters and analyze their key metrics to find the best fitting influencers for their campaign goals. Brands also get an in-depth analysis of influencers’ social profiles, Instagram as well, performance data, and audience.

Lamiya Babazada October 5, 2020