The Power of Competitions & Prizes To Drive Social Engagement and Increase Sales
The case for today’s most organic and unbeatable form of marketing, Influencer Marketing.
- A concise explanation of what Influencer Marketing is
- Where influencer marketing should within agencies and organisations
- The real power that influencer marketing has to offer
- The most important, yet least well known technique of influencer marketing
- Secrets to success in Influencer Marketing
– – This week on The 414, marketing for tech companies, the latest strategies and how to use them to outmarket your competitors. Hi, I’m James Rostance and welcome to The 414. Each week, with some of the greatest minds in marketing, and joining me today is a man who’s an expert strategist for tech companies to outmarket their competitors using strategies rarely seen or used in the tech industry. Welcome, Paul Maher.
– Hi James.
– So Paul, you advocate that a lot has changed in marketing in recent times, yet the somewhat painful truth is that marketers in general in the tech industry are slow to adapt. Could you tell me a bit about that?
– Yeah, it’s highly ironic. So here we are, B2B tech marketing and we’re falling behind in the way that we use technology, and some of the techniques are really from back in the day. So, of course, you do need educate people on what your product does. But it doesn’t need to be in a very long, boring white paper. All of our clients are finding that TLDR, which is too long, didn’t read, and therefore, all of that effort is wasted. What you need to do, as you know well, James, is work with new formats like video, audio with Alexa coming out, people spending three hours and 30 minutes a day on their phone. So if you don’t have mobile as part of your strategy, you are really falling behind. And we find that some of the folks that we work with perhaps don’t keep up is a little bit of a danger. They become like a boiled frog, nice and comfortable in the warm water, but of course if you don’t jump out at the right time and move on, you’re gonna have a problem.
– So I’ve heard you speak about category design and I love how simple yet thoroughly effective it can be. So could you explain about that in a bit more detail? – So category design is a very simple concept. But, for some reason, B2B marketing people find it hard to think like that. It’s really quite simple. People think in categories, and in technology for some reason, people are sheepishly all follow the same herd. So an analyst firm will say that customer experience management is the thing to be, and we know of at least half a dozen companies that have that as their category. Now the problem with that is, apart from it’s got a beat up all the prices on Google, et cetera, is nobody really understands what it mean. And if I tell you that one of these companies redirects the mass on the telephone, mass, another one, looks out retailers and how they manage the cues in store. And the third one is an ad survey company. You can see that there’s a lot of confusion. People like to buy from a category, they like to understand it. P2P tech has to catch up.
– So what would you say are the biggest challenges which tech marketers face right now? And what can they do about it? – So I’d say there are three things that you really need to concern yourself with. And the first one we talked about, stay current on what techniques will work. And you don’t wanna be that boiled frog that we talked about earlier. Not a good look. Second thing, I would say, is don’t forget just how much content is out there. There’s zero percent growth in smart phones these days. So that means everybody is chasing the same amount of time, but they’re throwing more and more content at it. We call that content shock, and we advise people to really focus on stuff that’s gonna cut through, ’cause semi will not cut it. The last thing I’d say, what can you do about all this? Feedback loops, they’re your friends. So there’s lots of ways you can get feedback on how the content’s working. There are likes, comments, et cetera. Just use those and A/B test everything and you’ll get better and better.
– Okay, so what would you prescribe as being the most effective approach for marketing to tech buyers?
– Technology products are generally complex. And so, education’s always been a big thing for tech marketing. And back in the day, that was done with long data sheets, long white papers. We talked about that being too long and they won’t get read. And we talked about using some new content to get rid of the content shock, which is obviously very advisable. But with the category, you want to market to a problem. So rather than pushing yourself extensively, you can educate people and show them some content which is compelling. Talk about the problem. And what you always wanna be is different and not better, ’cause better is yesterday’s thinking. Different is the way forward. – Paul, thank you so much for joining me today. – Thanks so much for having me. – And if you would like to learn more about advance techniques for marketing to tech buyers, then visit the414.net to watch extended content in The 414 Extra. I’m James Rostance, thank you for watching.
About James Rostance
He is an experienced broadcast television producer, as well as a three time published author in video production and marketing with 20 years of experience in the field.
As CEO of WOW Video Production, he runs one of the country’s leading video production companies.
The 414 EXTRA
This is where we get the chance to look a little deeper into the most interesting elements of the content that we’ve just covered in the main show
Emilie shares with us some detailed examples of successful project she’s delivered recently, as well as more on how and why Influencer Marketing can circumvent ad blockers.
James: Hi, I’m James Rostance, and welcome to The 414 Extra.
Now, this is where we get carry-on speaking with Emilie Quinn here, from Wildfire Social. And go into a bit more detail about some of the points that we covered in the main show.
Now, Emilie, one thing that’s piqued my interest was where you briefly mentioned about ad blockers, and to top it off, ad blocking and why that’s a problem. But, also how it seems like social media influencing can bypass that.
Can you tell me a bit more about that?
Emilie: Sure, we’re definitely seeing a major increase on the awareness and the usage of ad blockers through mobile and desktop.
So, you’re probably well aware yourself, once you’ve got your Instagram feed up or Facebook, it’s very evident and very obvious now, which posts are sponsored and which are pure, branded advertorials.
Influencer marketing is not only a way around this, but it’s a much more authentic way in connecting with the right people, at the right time and the right place, who genuinely care about the content that’s being produced.
And if done correctly with a brand, if that collaboration is effective enough, then it can ensure that your content is in the right place at the right time.
James: What would be an extension of an influencer campaign? Is that even possible?
Emilie: Absolutely, if it’s relevant, and again, if it ties back to what you’re trying to achieve. But, something that we have done before and that is worked really well, for example, in a travel campaign would be creating original content with travel influencers, but then also using different communities, different travel communities.
So there’s a lot of different pages out there. Similar to influencers like Earthpix, is one that we work with a lot, that have specifically curated content around these topics like travel, fitness, fashion, food, around any real niche out there at the moment.
So, once you’ve got this original content created, to really own the whole social conversation and be part of a much bigger picture, would be to actually distribute that in it’s own unique way across these different social communities around that, rather than topic.
James: Emilie, thank you very much.
Emilie: Thank you very much.