Become an authority and influencer in your industry

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We create great content, keep up our social media updated with it, but unless we have loyal and interested followers, we won’t get much return. So it’s important to engage with the followers. According to Cat Fyson , if you really want your content to reach significant audiences, you need to be working harder to engage with those who are influential in your particular niche – i.e. those that are communicating with your target audience, not your existing one.

Influencers are the people to whom others come for advice. They have a loyal following because they add value to their industry

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What makes someone an Authority?

John Lincoin explained in his article that everyone is looking for the content which is useful and powerful but influencers create high quality information. They continue to improve themselves and their work. Becoming an influencer is an ongoing process.

Jamie Oliver is the perfect example of an influencer in the food industry. According to Kavi Guppta Jamie isn’t educating his viewers on his products. He’s educating his audience on how to do tasks that are related to his products and his expertise. That’s a technique that some marketers fail to grasp: educate your users on how they can better perform certain tasks because of your product—don’t just educate them on your product. Quick tutorials on salad dressings, pasta dishes, and simple recipes teach viewers the basic techniques to cook like he does, and to enjoy the best ingredients. He’s not plugging his own olive oil brand throughout the segment. He’s not raving about how great his style of pan is in the kitchen. He’s busy teaching people how to enjoy good food. What good are kitchen products if his customers don’t know how to use them?

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Jamie Oliver’s FoodTube expands his TV empire to digital media

Create and Share Relevant and Unique Content

It is imperative to choose your content keeping in mind your target audience. Use your expertise to solve their problems, entertain them in specific and meaningful ways. If people see you as an expert on certain topic they will follow you. Work with other influencers to create more effective content. That way you can reach a new target community.

According to AmiLin McClure  Daniel Lubetzsky became influencer in the food industry by starting the Do The Right Thing Campaign. He also founded Kind Healthy Snacks after realizing there was a need for more appetizing and nutritious snack foods.

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Finally, I will summarize few points to be an influencer

  • Know what an influencer does
  • Create and share relevant content
  • Engage with your audience at all platforms like social media.
  • Educate yourself continuously and add value
  • Educate your audience

I would like to hear more about how to be a good influencer, if you have any suggestions and tips please share below in the comments section. I would love to hear from you.

Beginner’s Guide To Programmatic Buying

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Programmatic Buying

There has been lot of change for marketers over the years, but one thing remains the same: the desire to connect with people in all the moments that matter. This is why brands spend a great deal of time and resources to gain audience insights. But how do we make sure we are reaching the right people at the right time? This is where programmatic buying technology comes into play.

According to Sean Downey, Programmatic buying allows brands to use audience insights and technology to tailor messages to the right person, at the right moment, in the right context. It helps brands respond to the real-time signals on an impression-by-impression basis across screens and across channels.

How is it the game changer?

Programmatic unlocks advertising opportunities previously closed off to smaller advertisers who may have previously found the cost of engaging a large media agency prohibitive. According to Nigel Abbott , Smaller and boutique agencies can now offer their clients the same advertising opportunities as those agencies higher up the food chain. This is a huge game changer for smaller agencies who gain a piece of the action, previously the purview of only a few. Smaller agencies can now become full services agencies, gaining a bigger piece of the client pie.

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How to implement programmatic buying

  1. Measure what matters- Recent Google research shows, among other things, that 56.1% of all served ad impressions are not seen. Metrics mean nothing if an ad isn’t seen. A new measurement metric, the viewable impression, now gives marketers better insight into whether people actually saw their ads. And that’s the point, right? If they didn’t see your ad, you’re guaranteed that they didn’t interact with it. Being able to measure programmatic buys based on this metric means that your creative really will have a chance to make an impact.
  2. Inventory Quality- With programmatic buying, brands have access to vast amounts of inventory, data, and targeting. In fact, eMarketer predicts that 83% of all display buys will be programmatic by 2017. As the numbers rise, inventory quality will become even more of a priority as brands strive to get the content and context right. Significant innovation in areas like verification and fraud detection are helping rectify many longstanding inventory quality issues, and verification solutions will help marketers protect both their brand and budget by ensuring that inventory is placed in only “safe” environments.
  3. Make mobile and video priority- With consumers constantly connected, marketers face a challenge in reaching and engaging people wherever they are. In fact, according to Mary Meeker’s 2014 Internet Trends report, while 20% of the time is spent on media is within a mobile environment, only 4% of the U.S.’s advertising spend is allocated to mobile. The good news is that the reach of programmatic across screens, channels, and formats makes the opportunity to connect with people, wherever they are, achievable.

The video below will help you understand more about Programmatic buying

Here are some more articles to read if you want to gain some more knowledge about Programmatic Marketing

Programmatic in 2015 by Bob Arnold 

10 things you need to know about Programmatic Buying by Alex Kantrowitz