I think we can all agree that influencers are good at… well, influencing. Sometimes it’s like I can’t go more than two days without buying something that a stranger on the internet told me I just couldn’t live without. But is the Goliath of influencer marketing about to meet its David?
Meet “de-influencing.” – the anti-thesis of influencer marketing in which a content creator tells their followers what not to buy or what “life hacks” not to try. As of this blog post, there have been over 700 million videos tagged with #deinfluencing on TikTok. This new trend of debunking trends has more to it than meets the eye, however.
Here is one example of de-influencing in action. This TikTok content creator posts multiple videos where he does a voiceover on top of a compilation of “life hacks” and explains why you shouldn’t do them. This is just one type of de-influencing, where the content creator tells you flat out not to fall into something just because it is trendy.
Another way of de-influencing that is becoming more popular is alternative influencing, or “don’t buy that trendy product that you’ve seen a thousand times, buy this less trendy product that will actually help you.”
So, why is de-influencing becoming popular? One reason might be because consumers are moving further and further away from the mass consumerism that has been creeping its way into our culture since the pandemic, when the only thing left to do with your day was online shop.
Another reason behind de-influencing is because content creators want to be as transparent with their followers as possible. Transparency and reputation are on the front of content creators’ minds. Can you really believe someone who is getting paid to support a brand who may not have your best interests in mind? Consumers are beginning to question the authenticity of influencers’ suggestions – are they truly helpful products, or is this influencer just trying to make a buck?
So, what does this mean for you and your company? First, it means that you will have to choose your influencers wisely. If you wish to do an influencer program, make sure you choose one that will accurately review your product and not one known to post de-influencing videos.
Make sure you are also being as transparent as possible with your product. If viewers appreciate honesty with influencers, they will also appreciate it with brands. Accurately promote what your product can do and how it will help, and this will ensure that your product will not get a negative review for not being worth it.
On the flip-side, it also means you have an opportunity to get your product out there if you believe it is a more efficient alternative to more trendy products. One benefit to de-influencing is that it can appeal to more niche audiences and help push your products towards an audience that would otherwise never know it existed.
De-influencing can be an opportunity for your brand, but only if you let it. How will your company join the trend of anti-trends?
My internship at Sonnhalter has been such a big opportunity for me. Not only have I gained experience in my chosen field, but I also got to hold a wrench that was nearly as big as me, so I guess it’s up to you which is more important.
One of the first things I was given to work on here was a press release on something I knew absolutely nothing about. It was definitely a challenge and far from the fake scenarios I used to write press releases for in my Intro to PR class, but I liked knowing that what I wrote was going to reach people and be used.
My favorite part of the internship has been writing blog posts, like this one. I enjoyed researching any given topic and putting it into my own words, as well as inputting my own personality into the blog posts. Writing these blog posts has also given me the opportunity to gain experience more about a variety of topics, such as the connection between toilet plungers and CPR.
I got the chance to experiment with graphics and creating videos, something that I didn’t have much experience with beforehand. I was even able to contribute a donation location to the annual tool drive, something I am particularly proud of.
Even though I am going to miss most of the Tool Drive since I move back to my college house at the beginning of August, I really liked knowing that I was working towards helping people in need. I enjoyed seeing things that I created go towards a greater goal of partnering with Habitat for Humanity.
With the experience and knowledge that I have gained from this internship, I feel confident in my capabilities going forward and I know that I will only learn more with every opportunity I get. I know that wherever I end up, I will have Sonnhalter to thank for starting me on my path.
It’s no secret that blog posts are a vital piece of marketing. In 2022, 90% of businesses used blog posts as a part of their marketing strategy. But how can you make sure your blog posts are reaching their full potential? Here are five ways to leverage your blogs.
Have a strong headline and break up your content (just like this)
The most important thing is to make sure your blog posts are both reader and search friendly. Blog posts that utilize headings and proper spacing are both pleasing to the eye and helpful in boosting your search engine optimization (SEO).
A good, strong headline that draws readers in is also essential. Your headline should tell readers they will gain something from reading your blog post – whether it is informational, educational or for entertainment, your readers must get something out of reading your blog post.
Include strong meta descriptions to also help attract customers to your blog. This also doubles for optimizing your SEO.
Develop your voice through your writing
Show readers a more personal side of your brand that they can relate to. No one wants to read blogs that are bland with zero unique personality. When your blog is friendly and personable, customers feel more comfortable interacting with your brand and purchasing from it.
Traditional marketing methods, like print ads or brochures, certainly have their merits, but blogging allows customers to see the people behind the brand and what the brand is meant to represent. Think of how the fast-food franchise Wendy’s became iconic for the humorous and sarcastic responses across their social media and how their engagement and sales increased.
Find your voice and work it through your blog posts. Don’t shy away from being clever and witty, or sincere and heartfelt if that is what your brand is. Most importantly, don’t be afraid to be yourself!
Build trust with your customers
Blogs are meant to be relatable and relaxed. The informal nature of blogs is meant to encourage customers to engage so that you can understand each other better. Establishing a relationship between business and customer is essential to building trust.
Customers trust blogs that know what they’re talking about. Share your expertise to lend to your credibility. Include topics like industry insights or tutorials that highlight your expertise. Blog posts with success stories add value to the relationship between you and your customers.
Make your website a destination
Other ways to build trust include engaging in conversation by asking and answering questions. Customers want to interact with brands, but only if they value their customers engagement and respond to it. Keep an upbeat, light-hearted tone throughout your interactions to encourage customers to continue interacting.
Repeat traffic is the lifeblood of websites. A HubSpot study reported that companies with a blog receive 97% more links to their website. Your blog will give people a reason to revisit your website. This is why it is important to have a personality in your blog so that it is more appealing and readable.
Really go the extra mile by providing free resources on your blog – reliable industry tips, free downloads and guides will keep customers visiting your sites. It is also a good idea to include links to other places on your website in your new blog posts to keep things such as older blog posts in circulation.
Be Passionate!
Enjoy what you’re writing! Things that you are enthusiastic to write about are exciting to read about and will inspire more action from your readers. Write about things you care about and skip the things that bore you, because customers will be able to tell. Blog posts aren’t meant to be something checked off a to-do list; they should be fun, upbeat and engaging.
Blog posts with clear passion and good energy will exemplify the care you have for your industry, which will influence your readers to have that same energy when they interact with your brand.
As trade show season approaches, your company might be wondering what can you do to drive traffic to your booth. In the past, we’ve seen some creative ideas like puppies, arcade games and more! In this blog post, we will discuss different ideas of how you can draw attention to your booth.
Games
When it comes to attendees you will need to be engaging with your booth design. Having something fun and interactive to attract and retain attention is important. One example of this is to have games set up at your booth – whether it’s cornhole, spin the wheel or plinko. This will allow attendees some entertainment and a chance for you to giveaway some “swag” to those who participate.
Photo Booth
Photo opportunities are an easy way to have people gather at the booth while utilizing branded elements from your company. Having branded filters can help increase your engagement and promote brand awareness for your company. It can also encourage those who take a photo at the booth to post it on social media with a branded hashtag.
Virtual Reality
Having virtual reality (VR) keeps visitors glued to your booth and can keep the attention of the crowd. VR at your booth can be used to showcase your products and show how they work. Also, users can see, hear and interact with their surroundings.
Hosting a Contest
This is one of the most effective ways to get people to stop by your booth, but in order to get a decent crowd you will need to promote it pre-show. Not only should you talk about it on social media, but you can advertise the contest online or media outlet. By hosting a contest and collecting user contact information, you can collect qualified leads that you can use in the future.
Conclusion
These are just some examples of how you can attract guests to your booth at a trade show, and there’s plenty of more ways to entice people. Make the most of your booth by exploring these ideas and feel free to get creative at your next trade show.
Check out our other blog posts that cover trade shows.
When your company is focusing on a variety of marketing materials to advocate your brand and products, you might not think it’s necessary to add email marketing to the mix. But email marketing can be a part of your overall success and tie into your other promotional materials like social media, blogs and the latest news.
In this blog post, we will highlight the benefits of using email marketing and how it can improve your business.
Personalizing Content
Email marketing allows you to target content specifically toward your audience. For example, you could focus email marketing on specific products if the user expressed interest, for first time customers or based on location. By using a variety of different email subjects or different images, you can increase your engagement and/or sales.
Collecting Important Data
Not only can you collect leads to know your customers’ contact information, but you can utilize email marketing to send out surveys or receive feedback. By obtaining customer feedback, you can learn what products to promote, what your audience is interested in or how you can share tips, tricks and education.
Like previously mentioned, email marketing can help gather leads and keep track of who is engaging in your emails by opening or clicking on a link.
This information can help improve your customer experience and better understand who your audience is.
Generating Website Traffic
Email marketing allows you to drive your audience to your website to engage with your brand or products, as well as improve your SEO. Email marketing is a great way to provide your users with content, like blogs, videos and important updates, that link back to your site.
Conclusion
Email marketing is flexible and allows companies to complete their marketing goals depending on their needs. Using email marketing as part of your overall mix gives you the ability to grow and see your marketing impact.
