Elevating Women Influencers to Grow Their Businesses
One of Sverve’s biggest accomplishments was to bring marketing campaigns and monetary opportunities to women influencers all over the United States. Women make or influence 85 percent of purchasing decisions; we wanted to further empower this by incorporating them and their influence directly into the marketing campaigns. Sverve has connected hundreds of female micro-influencers and self-made business owners with brands for professional and engaging marketing opportunities.
Our network of over 20K influencers, which is 70 percent female, covers all 50 states. In 2015, we are working to get the word out about our network so that any and all female influencers, young female college students, stay-at-home-moms, and female freelancers from small cities and big towns can join thousands of others who are able to monetize their influence and partner with big, reputable brands as they participate on Sverve campaigns.
Additionally, our product and platform allows female influencers to empower themselves as content creators. We help our influencers grow their following and build a professional online profile that they can proudly show to brands. Influencers can also share their own blog content on the Sverve platform, which is seen by thousands of other influencers. This leads to their own brand and blog gaining further exposure, sharing of ideas being very accessible, and relationships being built with other influencers in the community.
We are striving to keep our influencer community always ahead of the curve and aware of the market and industry trends, and often offer educational webinars featuring industry experts, blog posts, and spotlights on women influencers via social media.
Maximizing Potential by Working Together
We’ve seen a growing need from brands for long-term partnerships with influenc- ers. Instead of one-off blog posts and singular campaigns, brands are realizing that our platform and our influencers are most effective when the influencer gets to act as a brand ambassador, and starts to form an authentic relationship with the brand. As influencers get to work with the brand for an extended period of time, she feels more invested in the brand and talks about the brand from different angles and scenarios, bringing back and growing read- ership and engagement. The readers also get more familiar with her voice, as well as the brand after seeing it in several different lights, resulting in truly impressive and organic pieces of content. For example, a successful campaign asked influencers to create two blog posts – one introducing the brand’s product and their review of a sampling event they attended in-store, and the second blog post was a recipe post that featured the specific product. Both blog posts continued to get fantastic prolonged traffic and clicks, and many influencers reported seeing an uptick in social media following and UVM.
We encourage our influencers to try participating on these campaigns, and offer them tons of support via email and on Sverve messages, webinars, and blog posts to help them stay motivated and excited throughout the campaign. We even have sent out pre, during, and post surveys for us to better understand the needs they are expressing so that we can relay that to the brands.
Brands have also been asking for our Sverve Community Collaboration Solution – a type of campaign where influencers will work in a tightly knit community and re-syndicate and share each others’ blog posts to maximize reach, engagement, and influence. Influencers have enjoyed working in a community with others who are advo- cates for that brand. Sometimes, we have even seen it create a communal-voice in the content produced; many influencers have given shout outs to others in the commu- nity, and told their readers to go check out others’ blogs.
Brand and Blogger Trends:
What’s Next We’re excited for several different types of campaigns to emerge in the upcoming year:
1. VIDEO CONTENT:
As strong and impact- ful as the personal blog is, videos can be much more engaging and entertaining to watch. Many influencers are already part- nering with brands and reviewing products on YouTube – however, national and more traditional brands are only starting to get interested with running video campaigns. Women influencers have proven to be the most effective drivers of purchasing through their product reviews on personal blogs and word-of-mouth marketing. It would be great to see women influencers partner with national, household name brands and review it to their readers in a video-format, or even a live stream format using a channel like Meerkat or Periscope. Recipe blog posts can be transformed into mini-cooking segments where the influencers can show how the food product cooks. Toy review blog posts can be enhanced into videos where you can see how the toy moves, sounds, and actually works. Multi-media campaigns are already heavily incorporated into marketing; we have already seen a demand for it from our clients.
2. VISUAL CONTENT:
Apps like Instagram are a huge opportunity for brands to harness the power of authentic and organic content. It is difficult for brands to have canned content on Instagram, so it would be truly exciting to see our women influencers get opportunities to partner with big national brands on Instagram to create quality visual content that is influential and can garner lots of attention and engagement.
3. OFFLINE-ONLINE COLLABORATION:
Many brands are approaching us for campaigns that have the best of offline- online. Influencers are encouraged to attend in-store events such as samplings or shows and to take their readers along with them by blogging about it afterward!
A blog can be considered to be a resume – be sure to always present your best foot forward on your blog!
1. Clean, simple, easy to read blog–
First impression counts! Influencers should always think about their readers and potential brands when designing or creat-ing a blog; make it aesthetically pleasing to read and view.
Organize your blog into different categories as to not confuse your readers. Use tags and different files to separate your professional product reviews and your personal ramblings (although brands love that too! It shows off your personality!).
3. Media Kit–
Have a well- designed and informative media kit readily available on your blog. Brands love to learn more about you all in one place.