Today’s master somehow has things backwards. But she shared one of the cleverly strategies for collaborative content and brand awareness that I have ever heard. (And I’m talking to one much of marketers, that says something.)
And whether they work on brand partnerships, influencer marketing or creator campaigns, they could also do it backwards.
Deesha Laxsav
Senior Manager from Markenmarketing, coupling
- Funny fact: Deesha started a (now abandoned) gourmet Tikok, which explored Elite -Essen in the DC -U -Ubion Region. (“It turned out that the food was easier than the processing of videos.”)
- Right to fame: The first influencer marketing program from Clutch built the prerequisites for long-term partnerships with top votes in marketing and technology.
Lesson 1: Social Marketing has a problem problem.
A stinging 53% of consumers suspected notes.after a Newer survey Due to the global service market plate clutch. And the better the content was polished, the more suspicious it looked. In addition, 41% of consumers were not sure whether they trusted influencers more than brands.
What is really uncomfortable because … no influencer marketing should be the Silver ball against brands?
“Our survey makes it clear that the confidence of the consumer in the influencer marketing has made a blow,” says Laxsav, but it is not deterred. “When we got the data, we didn’t think:” We shouldn’t make influencer marketing. “Instead, it was:” How do we do it better? “
She believes that the high number of scattered contributions created by one-time marketing campaigns has made skepticism in a monster.
Maybe the real silver ball was the friendships that we closed on the way. No, really. According to Laxsav, the solution for the influencer setback is to build authentic relationships with content manufacturers and/or partner brands that deeply understand their audience.
And in this undertaking, Laxsav has it completely backwards.
Lesson 2: Use your own options.
Most people start a content campaign by asking a content manufacturer … to know, create content. But Laxsav realizes that it works best if you turn the script over. (And Profi tip, that also works with brands.)
“We are a small brand, so the first step is only the door. It is difficult to attract the attention of these influencers. You get thousands and thousands of e -mails.”
Instead, Laxsav Influencer asks whether you agree to be interviewed by one of the managers of Clutch.
“We don’t ask to continue her Channel. We want you to appear as a guest our Canals. “
Then, and here is the kicker, create the content. “The number one is to give people something to share. We cut (an interview) into two to three videos that you could apply. We give you graphics. We even give you social media -messaging copies. You build this strong advertising room and build this relationship. That’s how it starts. “
But it doesn’t end like that. The first campaign acts as an icebreaker for further cooperation, which in turn creates authenticity that your audience is looking for.
“It doesn’t just look like a stamp in a sponsored contribution. It actually looks like a long -term partnership.”
And here is the next lesson in the clutch. (I’m sorry) (No, I’m not.)
Lesson 3: Stop thinking about one and made.
I asked Laxsav what I suspect that I was in all our heads: What if I take myself all the time to create all this content and then do not share it?
“There were times when we interviewed CEOs and founders, and they only say” Thanks for the content “, and it is never shared. But whether they are shared or not, they are still building this relationship.”
Remember that the goal is not just the distribution for your content. Regardless of whether you talk about YouTube videos, social media campaigns, blogs, podcasts or whatever, the goal is a trustworthy relationship with people who trusts your audience.
“You could work with a really big influencer and see an enormous spike in traffic for a week. What does that really do? Consistency is the key. Consistent working with a variety of partners who reach your target group.”
“Do not follow the brilliant campaigns of the past. Today’s audience is much more interested in transparency, relevance and real value.“”
Questions
Today’s question
“If the marketing of communication and storytelling shifts to authentic cultural experiences, how do you rethink the role of creativity?” – Alicia Mickes, Senior Creative Director, Magic: The Gathering
Today’s answer
Laxsav says: At Clutch we ensure that every table of contents is supported by creative and feels rooted in real experiences. This means to weave authentic perspectives of influencers and providers that we quote, i.e. The stories are not just polished stories, but they reflect on what actually happens on the market.
Finally, we tested more video content that are deliberately lighter instead of investing in large, shiny productions. We see that people choose authenticity through the stiffness. They want to hear directly from trustworthy experts in a way that feels conversely and in the way. For us, the task of creative is to reinforce and ensure that every content feels like an experience, how buyers can trust and combine each other.
Question of the next week
Laxsav asks: How do you decide which people -whether speaker, creator or community executives -when it comes to building partnerships for your event to ensure that you authentically represent your mission and are resonance with your audience?
