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PR is all about storytelling, but to do this effectively, you need to keep up to date with the latest channels and tactics.

As multifaceted as it is, PR revolves around one central idea: storytelling. It’s our job to craft stories that connect and inspire — and to deploy those stories through mass communication channels. The challenge is that these channels are constantly shifting with generational and societal trends, interests, and preferences. [si_guide_block id="142372" title="Download our Individual Member Resource – Low-budget PR for professional services businesses" description="This guides gives you seven essential questions you need to answer before planning your campaign, and then we'll tell you the best practice to follow for coming up with an engaging hook for your PR story."/] As an industry, we’re tasked with staying on top of — and even ahead of — the changing communications landscape to continue delivering effective messages to audiences.

A dynamic landscape

Before we…

Nano-influencers are an amazing alternative to micro-influencers as they have in-person relationships with the majority of their community

The days when only big dogs like Calvin Klein and Glossier could afford influencer marketing are far behind us. Today, nano-influencers, a new breed of opinion leaders, allow both popular and emerging brands to get business results without spending much of their marketing budget. [si_guide_block id="115521" title=“Access our Quick Win – How to set up a micro-influencer campaign" description="Our micro e-learning course covers everything you need to know about micro-influencer marketing and how to get started with your influencer campaign"/] In 2019, there’s no need to be a world-known celebrity to affect consumer buying behaviour. With a great number of sponsored posts on Instagram, modern customers trust real and authentic personalities more than ever, so it’s no wonder that ‘nano-influencers’ campaigns are on the rise. Nano-influencers — those who are common social media users with less…

Why would you want to reach a smaller audience? Why not go from the big guns from the start?

Are you looking for a more efficient way of promoting your business online and reaching your target audience in a meaningful way? In my Quick Win for Smart Insights, I teach you everything you need to know about working with micro-influencers, including creating an influencer marketing strategy and tips for finding the right influencers for your campaigns. If you’re interested in learning more about how to create a micro-influencer marketing strategy, check out the Quick Win here.  You’ll get to learn: Why micro-influencers can be more effective than hugely popular influencers How to set up goals for your influencer marketing campaign and establish the right KPIs to help you measure your results How to build a plan for your campaign from start to finish What to look for in…

Influencer marketing strategies can be a veritable minefield. This is especially true given how quickly the social space evolves, with the addition in recent years of video features and new social platforms

Influencer marketing campaigns can pay serious dividends for your business – particularly if you find and connect with the right social influencer. Companies both large and small have enjoyed success with these ultra-modern campaigns, tapping into the potential of social engagement to drive brand awareness, broaden reach, stimulate traffic and boost conversions. [si_guide_block id="27934" title="Download our Individual Member Resource – Influencer outreach guide for marketing professionals" description="This practical guide shows you how to use tools to find and interact with influencers on the best social media platforms for outreach, that’s Twitter, LinkedIn, Facebook and more."/] That being said, influencer marketing strategies can be a veritable minefield. This is especially true given how quickly the social space evolves,…

It’s essential for PR campaigns to be well thought out and engaging for target audiences on a personal level, or else they risk ending in disaster

It can be difficult to own up to, but time and again we can be found guilty of adopting half-baked or ill-thought-out PR strategies that are destined to fail before they’ve even gotten underway. We live in a time where audiences are becoming increasingly wise to empty marketing affectations and baseless promises. Today, customers are eager to feel valued, even cherished for their business. 2019 is brimful of shifting sands and moving goalposts. It’s essential for PR campaigns to be well thought out and engaging for target audiences on a personal level, or else they risk ending in disaster. Failing to understand your prospective customers could leave your business going the way of United Airlines, BP or …

How influencer marketing can fail if you chose the wrong influencer, channel of promotion and don't understand the audience you're targeting

Question: would you rather spend thousands (or even hundreds of thousands) for an influencer with 1m+ followers on social media or web traffic but has much lower brand loyalty and even less public trust, or spread your budget across many smaller micro/nano influencers whose reach online is less but following much more loyal? First, let's look at some influencer marketing stats... 80% of marketers find influencer marketing to be an effective strategy. 89% of marketers say that influencer marketing offers ROI that is comparable to, or better than, other marketing channels. 61% of marketers agree that finding the best influencers for a campaign is a big challenge. On average, businesses generate $6.50 in revenue for each $1 invested in influencer marketing. …

These influencer marketing predictions will help you make more informed choices this year

With 2019 already roaring to a start, we want to give brands and influencers a leg up on the competition. So we've compiled a list of the top influencer marketing predictions that will rule 2019. Let's take a look.

1. Brands will be focussing more and more on video content in 2019

Why is video still the king? Because videos are more engaging and authentic than all other forms of content. [si_guide_block id="27934" title="Download our Individual Member Resource – Influencer outreach guide for marketing professionals" description="This practical guide shows you how to use tools to find and interact with influencers on the best social media platforms for outreach, that’s Twitter, LinkedIn, Facebook and more."/] Authenticity has, undoubtedly, been one of the key drivers of the success and popularity of influencer marketing. It’s the predominant reason why people do not trust traditional advertising…

PR may seem like a throwback but it can still deliver if combined with new digital tactics

We’re in the midst of a digital revolution, a golden age for tech innovation and disruption in virtually every industry. It's perhaps nowhere near as pronounced as it is in the marketing and advertising spheres. Outbound is out while inbound is in. Direct mail has been replaced by email. Social media has, in many ways, replaced socializing itself. It’s easy to think that 'old' means ineffective and outdated. But that’s a massive oversimplification. [si_guide_block id="44461" title="Download our Free Resource – Email marketing trends 2019" description="In 2019, email marketing remains one the most effective techniques for digital marketers, so keeping up-to-date with the latest trends, best practice techniques, and technologies for email marketing remains extremely important."/] Take public relations, for example. It might seem like a throwback to a different time, but that doesn’t make…

Travel brands must select the right influencers to work with in order to see the best results and create effective stories

Working with influencers can propel a travel campaign forward and help your company reach its audience more effectively. But when you pick an influencer to work with, you are aligning their brand with your own, this is why it's incredibly important to choose the right individuals to work with. This can mean selecting influencers is a daunting prospect, especially if you have little or no experience of working in this way. One of the biggest mistakes that first-timers make is not doing enough research into influencers before choosing who to work with. [si_guide_block id="35932" title="Download our Individual Member Resource – Smarter Instagram marketing guide" description="Our Smarter Instagram marketing guide will help you tap into the consumer activity on Instagram to use it to grow your business."/] It’s simply not enough to select the…

Influencers are trusted by millions of consumers, and marketers leverage their persuasiveness to engage customers

For most people, modern life is unimaginable without social media. With brands vying for the maximum number of views, social media has become the go-to platform when it comes to launching and promoting products. Influencer marketing is a byproduct of this phenomenon, with companies turning to Instagram, Facebook, YouTube and Twitter stars to influence their target audience’s purchase decisions. [si_guide_block id="27934" title="Download our Individual Member Resource – Influencer outreach guide for marketing professionals" description="Engaging influencers is now a key marketing tactic to expand your reach and awareness through integrating with your content marketing, social media and SEO activities. This practical guide shows you how to use tools to find and interact with influencers on the best social media platforms for outreach."/] To cut a long story short, influencers are trusted by millions of consumers, and marketers leverage their persuasiveness…