Benefits and Challenges of Unpaid Influencer Partnerships

by Andrew Poulsen, Content Engineer, Sonnhalter Lately, we have seen tremendous growth in the number of influencers in the trades. In fact, it has grown so much so that Sonnhalter clients are forming partnerships and relationships with these influencers much in the same way we would with traditional media. What defines an influencer can sometimes be broad, so there are categories like “micro-influencer” and “nano-influencer” that distinguish these social media content creators by the size of their audience. Many influencers make a full-time living by working with brands to make sponsored content that involves financial compensation. However, there are plenty of influencers who are slightly less established and are looking to start a relationship with a brand and are willing to make content in exchange for free product and cross promotional opportunities. Since the company is only sending product samples, unpaid influencer partnerships are great for increasing brand awareness and social media numbers when you have a limited marketing budget. Below is a real-world example that outlines some of the pros and cons of unpaid influencer partnerships. The Origin of the Campaign One of our clients had a strong reputation overseas as one of the leading manufacturers of spirit levels, laser levels, and layout tools, marking and measuring tools, but had yet to make a major splash in the U.S. We had experienced a decent amount of success in getting this client featured in many key trade publications, but with the rise of influencer marketing in the woodworking, construction and DIY markets, we thought we could gain more traction with our time by exploring this new, grassroots approach. We wanted a better method for conveying the client’s product ingenuity in a way that was more interactive and visual. We figured that the quickest way to grab the attention and build…read more >

Getting the Most Out of Your Company’s Instagram Account (Part 2)

By Andrew Poulsen, Content Engineer, Sonnhalter Last summer, we published a blog that outlined some of the best practices for running an Instagram account for your company. Since then, Instagram has grown to be arguably the most useful social media tool for the trades. If you’re still new to Instagram, we encourage you to go back and read the blog and some of the basics for getting your account started. Say you’ve set everything up, posted some cool product shots, gained a respectable number of followers and have a pretty good understanding for how the app functions. The next step is to take advantage of some of Instagram’s more advanced features and strategies that can improve your ROI, grow your number of followers and increase your brand’s visibility. Here are a few things to consider incorporating into your Instagram strategy moving forward. Influencer Marketing One of the fastest-growing marketing strategies on social media, particularly Instagram, is what’s known as “influencer marketing.” Influencer marketing is when brands collaborate with opinion leaders in an online community, known as “influencers,” to create content that endorses a product. This collaboration is typically done for a monetary fee, free products or a combination of both. What that content looks like varies between influencers and is usually negotiable. Content can range from a static shot of the product with a written review, to photos or videos of the product being used in the field or for building something in a workshop. Finding the right influencers in your target audience can build credibility by using a trusted source in the community and, thus, increase sales. Like the online forums of the past, professional tradesmen use Instagram to be a part of a bigger community within their trade, and these influencers are often considered leaders within these communities…read more >

How Effective is Your Social Media Strategy in Reaching the Professional Tradesman?

By Andrew Poulsen, Content Engineer, Sonnhalter Social media has been an essential cog in every consumer brand’s marketing machine for more than a decade, but manufacturers in the trade industries have been slow to embrace the many marketing advantages that come with social media. I believe this comes from the perception that social media had originally only targeted the younger generations, and with the average age of the professional tradesmen skewing higher and higher, these manufacturers felt more comfortable using more traditional methods with their marketing dollars. However, with Facebook and Twitter both grossing hundreds of millions of users, it quickly became clear that almost any brand had customers and prospective customers on these platforms. While many companies in the trades have adapted and are actively using Facebook and Twitter to connect and engage with its audience, there are plenty of other digital and social platforms whose features can be useful to companies in these industries. And with only so much time, effort and money available, brands should examine all of these platforms and their potential and effectiveness in reaching the professional tradesman. Here is a rundown of some of the most popular social and digital tools out there, how they help reach the professional tradesman and how well they do it. Facebook Despite its well-documented PR hiccups, Facebook still casts a wider net than any other social media network…for now. Facebook has more than two billion users, and there are more than 65 million businesses using Facebook Pages. Because of the sheer volume of users, every company should be on Facebook to regularly promote new products, announce trade show appearances, share positive media coverage and company news, etc. 14843read more >

Getting the Most out of Your Company’s Instagram Account (Part 1)

By Andrew Poulsen, PR Technician In less than 10 years, social media has evolved from a fun distraction to keep in touch with college friends and distant relatives, to an essential tool needed by any brand looking to engage with its customers or maintain relevance amongst its competitors. Regardless of how millennials feel about the Baconator® or Moons Over My Hammy®, brands like Wendy’s and Denny’s are winning over young people more and more every day with their funny and relatable social media presence. While not every company needs to adopt to the latest meme or pop culture phenomenon to have a healthy online presence, social media has opened the door for brands to be transparent and relatable in new and exciting ways. By now, companies from international brands to local muffler shops are utilizing Facebook and Twitter to engage and share company news, updates, sales, etc. But over the past few years, we’ve seen more brands incorporating Instagram into their social media plan. What was once considered a platform exclusive to tech-savvy young people with smartphones, Instagram is now just ubiquitous across all demographics as Facebook and Twitter. And businesses across all industries are starting to take notice. That’s because, if used correctly, the app’s photo and video features allow a new way for brands to give their audience a peek behind the curtain. Here are five ways your company can take advantage of the unique features Instagram has to offer. Give Your Audience Something Different Facebook, Twitter and Instagram all bring something different to the table, otherwise we wouldn’t need to be on so many different social media platforms. While this seems obvious, companies often make the mistake of letting their social media content be too similar across all platforms. Instead, companies should reward their audience for following…read more >

The Eighth Annual Sonnhalter Tool Drive Starts Now!

By Rachel Kerstetter, PR Architect, Sonnhalter Today is August 1st, at Sonnhalter it's basically a holiday because it's the start of our annual tool drive to benefit Habitat for Humanity. Habitat for Humanity does fantastic work building and rehabbing homes for those who need them in an effort to eliminate homelessness and substandard housing. I'm amazed year after year at the work this fantastic organization does and the support that we receive for this tool drive from our clients, vendors, partners, community and even strangers! Our Tool Drive was born in 2010 12830read more >

What’s a #Hashtag? And 5 Ways to Use Them in Marketing

Today we have a post from Rachel Kerstetter, Sonnhalter’s PR Engineer, answering one of the questions she’s frequently asked and sharing some tips on how to use hashtags. The basic mechanics of making a hashtag include putting a pound sign (#) in front of a word, phrase, acronym or combination of characters (but not punctuation). But beyond calling attention to the words in a tweet, post or whatever, hashtags allow you to join into a more broad conversation. Hashtags have become a standard part of online conversation and stretch across many social platforms. Hashtags originated on Twitter and very recently Facebook added hashtag capabilities to the platform, but you can also use hashtags on: Instagram, Tumblr, Pinterest, LinkedIn, Google+ and newcomer Vine. There are many ways to use hashtags, but they all boil down to participating in public conversation. Here are some common ways to use hashtags in marketing communications: Promote engagement during events. Whether your event is online or offline, it will have a presence. When you create your own hashtag (and publically identify it) you can then monitor and interact with the conversation around your event. Most conferences, trade shows, webinars and other events announce the “official” hashtag, put it on publicity materials and have a designated person using it. Mostly this happens on Twitter but permeates into other social media use. Host or take part in a Twitter chat. Twitter chats are a simple way to have a conversation with multiple people on the same topic. Chats are traditionally an hour and have a prescribed hashtag. Most chats happen weekly at the same time and center around a prepared set of questions, due to their growing popularity services have been created to help you participate more easily, for example Tweetchat is a Twitter application to organized the…read more >