In my previous post, I covered what influencer marketing is, how to develop an influencer marketing strategy and how to find the right influencers using the free methods already at your disposal. However, the free methods do take more time to research and organize, which is why this post will help non-profits find the affordable and easy-to-use influencer identification tools that will help them save time on their influencer marketing campaigns.
You can sign up for Trendspottr Alerts as a freemium service to get alerts. Each alert is organized by content, the level (whether it’s elevated, high or extreme) along with accompanying analytics and the overall positive, neutral or negative sentiment on each alert. Once you set up a search query, TrendSpottr will detect any exceptional trending activity for your search query, which can include influencers who have been sharing content about your cause. TrendSpottr Alerts will also send you real-time email alerts that contain trending content that has high potential to go viral.
Not only will it enable you to find influencers who are speaking about your cause, you can also monitor news on your organization and stay on top of emerging news & trends.
In order to create & manage more than one custom alert, you’d have to look at one of Trendspottr’s subscription plans, which start at $49/month with a free 7-day trial.
Awario refers to itself as a social media and web monitoring tool but the great thing is that you can apply the monitoring directly to influencer research. If you’re looking for people who have mentioned your brand, you can sort it by reach to find the most influential people who are posting about your brand.
You can set up ongoing monitoring alerts for specific keywords and you can view them as influencer reports that will allow you to see the most influential accounts for that topic over time. So you can find influencers in real time and consider to stay on top on who is influential over time. You can also track mentions for keywords in any language, any given location and all across the web. The powerful analytics engine allows you to track the growth in the number of mentions and their collective reach, sort mentions by positive, negative and neutral with sentiment analysis and analyze progress.
You can sign up for a free 2-week trial and the most popular starter plan at $24/month allows you to monitor 1 project with 30,000 new mentions/month with 5,000 stored mentions per alert and you’re allowed to create 3 mention alerts.
Klear is currently one of the most sophisticated influencer search engines on the market. You can search for influencers on all major networks such as Instagram, YouTube, Facebook, Twitter & blogs, with detailed audience demographics such as interests, geography and level of influence. You can analyze 5 years of historical data for any influencer on their influence & engagement levels on each platform, what their true reach is on a given topic and what the top demographics are among their engaged audiences.
Using the top demographics, you’ll be able to dig through each influencer’s network to find other like-minded influencers and manage all of them through Klear’s user-friendly CRM system. You can contact influencers through the system and monitor each campaign. Metrics for each campaign can be monitored via performance reports that contain real time tracking for mentions, engagements and true reach.
The free plan will give you limited access to search for influencers through a finite number of social media platforms. To gain full access, you’ll have to schedule a product demo through Klear.
On Buzzweb, you can search for influencers based on different demographics such as age, gender, location and interests. The tool will allow you to reach out to influencers separately or through an influencer list. Top-rated micro and medium influencers with 5k-400k followers are verified and handpicked by Buzzweb and filtered based on location, demographic and average engagement rates with their audiences.
You can use the dashboards to check on campaign progress including overall engagement levels (likes, shares, comments) as well as how many bloggers are currently working on content for you and which ones have yet to be approved. You don’t have to pay the influencers until you approve of the content.
Through comprehensive campaign analytics, you’ll be able to obtain thorough audience insights such as demographics, language and brand awareness. You can also monitor your key account indicators such as engagement, followers, rate of unfollows and prohibit fake accounts from following your account. Blocking fake accounts will allow you to raise the price of your sponsored posts and monitoring post popularity will give you a better understanding of the type of content your audience responds to.
The most popular package for $19/month allows you to search 100K influencers, create 10 influencers lists with 100 contacts/platform and do group outreach. You’ll also be able to monitor follower & engagement growth, obtain audience insight reports and receive growth recommendations and comprehensive campaign reports.
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As you might remember, I’ve previously covered a list of easy to use, inexpensive/free online tools that non-profits can use to create amazing visuals. This time, however, I thought I’d take a step further and focus on how non-profits can generate infographics to grab the attention of their audiences.
Infographics take visuals one step further by providing engaging and important information in an easy-to-read and easy-to-share format. Infographics also have one of the highest ROIs when it comes to content marketing and one of the longest lifespans on social media, receiving social shares long after they first went live. Best of all, you don’t have to start from scratch when it comes to creating compelling infographics. You can re-purpose your blog posts and articles, using some of the affordable, easy-to-use online tools on the market to do so, supercharging your organization and your cause.
This post will focus on the types of infographic templates every non-profit should have in their toolbox and some of the most popular intuitive and affordable online infographic tools on the market.
Types of Infographic Templates
Problem or Pain Infographic
This is an infographic that focuses on the problem that your non-profit can solve. How you address the problem is usually answered in your mission statement. But how do you do that in infographic format?
You could show the problem in numbers, if you have data that’s compelling. Visualizing the problem with a chart or showing the numbers off in large font could definitely help audiences understand the problem better, such as the above example on the global education crisis.
Unique Solution Infographic
The second infographic template focuses on how your non-profit has a unique value proposition or solution to the problem. The more you can articulate your organization’s strengths and how unique it is, the more compelling the story becomes. Check out the great infographic from World Vision on how a goat can help a needy family.
Impact or Success Infographic
The primary purpose for this infographic is to show your audience and donors the kind of impact their contributions are having. Sharing success stories on how effective a campaign was and personal stories from the very people your non-profit is helping can really give your donors the big picture on where their contributions are going and who exactly they’re helping.
Annual Report Infographic
Turning the annual report into an infographic allows your audience to easily understand the key metrics and milestones-and share it on social media, extending your organic reach. Pick some key metrics to highlight such as amount donated, number of people helped as well as details about impact and the finances.
This infographic has campaign specific information that will get your audiences to spread the word, generate buzz and hopefully increase your chances of meeting your targets. This infographic should have key information on what the campaign about, what the time frame is, how people can share the campaign and clear calls-to-action on how to donate.
Make sure you keep up the buzz with periodic campaign updates so that your donors know exactly how the campaign is going. Also, don’t forget to add your call-to-action, whether it’s asking viewers to donate by clicking on the link, sign up for a newsletter, share the infographic on Twitter with a branded hashtag or ask the viewer to go a specific landing page for more information.
Now that you know what kind of infographic templates you should add to your content library, let’s look at some tools you can use to make infographics.
This tool makes it easy for you to create and customize infographics with its templates. You can register for free and use the 600+ templates to create infographics, posters, flyers, reports and presentations. You’ll have access to fully customizable interactive charts and maps and 1000s of free icons and images inside the infographics editor.
You’ll also be able to password protect your infographics, download and email them or share with the world through social media and embed them inside your blog.
The non-profit package at $39.99/month USD will give you access to 600+ templates, 1 GB image uploads, HD image and PDF exports, custom color schemes and animated icons.
This free to use, open source tool allows you to build visually rich, interactive timeline infographics using nothing more than a Google spreadsheet. Pick fundraising campaigns and events that have strong narratives and mark each event in the campaign as a key milestone to reaching your goal to make it more compelling for your audiences.
This free tool includes over 100 fonts, millions of free images, thousands of icons and 100s of professionally designed infographic templates. You can also create your own layouts by mixing and matching pre-designed content blocks from Visme’s library.
You’ll get access to 20+ chart templates, professional tables and the ability to connect to live data. You’re even given the ability to make the infographic more interactive by inserting video and audio clips, maps, polls and surveys.
This web-based infographic tool offers you a range of easily-customizable templates to start with, along with access to a library of arrows, shapes and connector lines and different typefaces, colors, styles and sizes. You’ll also be able to upload your own images and position them in the infographic template with one click.
With the free account, you’ll have access to 25 stock photos, 4 charts, 10 fonts and 10 high quality premium templates. With the pro account (which is $3/month), you’ll get access to 321 high quality premium templates, 300,000 stock photos, 20 premium charts, 112 fonts, priority email and chat support and live training workshops.
Simple and easy to use, this infographic tool allows you to choose from templates, themes and hundreds of charts and icons. You can also upload your own images and backgrounds or adapt a theme to suit your brand and even animate the images.
You can sign up for free but the premium non-profit plan at $10/month (50% off) will give you access to premium themes, templates, charts & icons along with privacy controls and ability to export to PDF and PNG.
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When you’re working on promoting your next fundraising event or a thank you initiative to long-time donors, you want to add a visual punch in your campaigns, to make it more exciting.
It’s been proven time and time again that people are more likely to engage with posts that contain photos and/or videos because the visual aspect makes the post more interesting to read. But if you’re on a budget, it can be tough to justify paying for platforms like Photoshop, especially if you don’t use it frequently and/or don’t have a graphic designer in house.
That’s why I’m sharing some of the most popular inexpensive and/or free marketing tools to help non-profits easily create stunning visuals to attract donors, engage fans and make events and campaigns more memorable.
Canva For Non-Profits
By far one of the most popular visual tools online today, Canva has a free premium version available for non-profits. You’ll be able to create any image, from infographics, e-books and Facebook ads to email headers and you don’t need to be a graphic designer to use it. It’s the intuitive visual platform even novices can use with an extensive selection of stock photos and other elements available for $1 each. You’ll also be able to upload your own logos and images to the site and incorporate them into your own designs. There are templates available if you’re looking for something more structured and several photo enhancing tools for any touch-ups you need.
Another popular option that’s free to sign up, Crello has over 65 million free stock images and over 10,000 free design templates. While there are some advanced design elements for $1/each, anyone can sign up and get started on the pre-loaded templates right away. They have designs for print, social media, animations, digital ads and just about anything you can think of that will work for non-profit events, e-newsletters and blogs. The inspiration community page with ideas from members will definitely get the creativity flowing.
An affordable platform you can use to easily turn photos, graphics, and video clips into animated video slideshows, Animoto starts with a free two week trial with the paid version starting at $13/month. The basic package gives you over 700+ styles and 500 music tracks to choose from, for each video you create. It’s a platform that works to create great short form videos for Facebook and Instagram as it can easily convert the slideshow to the square format. You can add any images, clips and text you see fit, save it and share it to your respective platforms.
Boomerang from Instagram
You may have tried Boomerang by now, but in case you haven’t, you can use it to create mini-videos that will play a short burst of photos forwards and backwards. It’s a quick, free and quirky way to create a fun visual of a great fundraising event that will be undoubtedly catch the eye of fans and followers. You also have the flexibility to share it on Facebook, Twitter and other platforms, not just directly inside Instagram.
Pablo by Buffer
Buffer, a well-known social media platform recently released Pablo, a graphic design tool specifically for social media. There is a selection of pre-uploaded photos and text overlays for your images to supplement any Facebook posts and Twitter status updates your organization may be posting. It’s also free to use so you don’t have to pay a fee to edit your photos or share them via social media to platforms such as Instagram as well as Facebook and Twitter.
This is a great search engine for images on Flickr that are marked under the Creative Commons license, which lets you use the photos for commercial and non-commercial use for free, as long as credit is given to the creator. Search results can be easily filtered and each image comes in a variety of downloadable sizes and contains the info how you can give the creator credit.
This platform allows you to publish charts and infographics through a variety of templates. You’ll be able to add charts, maps, videos, images and anything else you and share it with the one-click share button or embed it into your blog. With the free plan, you’re given access to 37+ interactive charts, 13 map types and the ability to import data, run up to 10 projects with 3 pages/project. If you move up to the pro plan for $19/month, that expands to 500+ map types, 100 projects, 10 pages/project, privacy control and the ability to download HD images, gain access to 1 million images & icons, premium templates and live analytical data.
Lumen5 turns your blog posts, articles and any other long form content into a video. Upload the text into the platform, choose some photos and music to go with the text and then you can share it directly to Facebook or upload it to share wherever you like. The free version allows you to create unlimited videos and upload your own logo and photos for the videos you create. It also gives you access to 10,000,000+ free media files. For the pro account at $49/month, you’ll get all that plus the ability to upload your own watermark and outro with square videos, no credit scene and Lumen5 branding
Subscribe here for more marketing tips & fundraising ideas for non-profits, including cost-effective online fundraising ideas and creative & outside-the-box event ideas. Check back here often for more marketing strategies, social media tips and insights into PR.
I’m thrilled to announce that I’m expanding my writing services (which include copywriting, freelance writing (such as articles, ebooks & white papers) & blogging) to include ghostwriting! So what is ghostwriting? It’s basically the practice of having a writer create custom content for you but without their byline. So you have them create a novel, an article or a blog post but the name on the front and/or byline is your business’s name.
If you’re looking to have an article, blog post, e-book or other piece of content ghostwritten, contact me for my packages and rates!
Whether it’s a non-profit organization or a start-up, nearly everyone has a blog because they want to share important news on services/products and events with their audience.
Other companies, however, are starting to do more. On top of generating brand awareness and turning leads into paying customers through blogging, some companies believe they need to fill in the gaps left behind by traditional media.
Gaps due to the fact that traditional media is overwhelmed due to a lack of resources. As of 2010, there are officially 4.6 PR professionals for every journalist. Consequently, many companies are hiring journalists to build media operations in-house. Instead of waiting for media to cover stories, brands are generating their own stories and becoming their own journalists, hence brand journalism.
How to Encourage a Brand Journalism Program in Your Company
Changing the culture as far as marketing goes can be daunting, but not impossible. PR & marketing teams play pivotal roles in educating the company’s senior management about the concept and best practices in order to get the approval from the top down.
Pick a team member to compile examples of brand journalism success such as case studies, white papers, social media and websites. Start slowly with one story and once the initial project has seen positive results, it’ll be much easier to sell senior executives on creating a brand journalism program.
Effective Brand Journalism=Strong Storytelling
Building a successful brand journalism program comes down to the strong stories that you develop. One of the most effective ways to help create strong stories is to adopt a ‘newsroom mentality’ among your media team. Your team of marketing, PR and traditional journalists sit down and have pitch meetings, develop editorial calendars and regular ‘beats’ or areas of coverage are assigned. Even if you have a small team or work for a non-profit organization, you can still manage a brand journalism program.
Not all Stories Make Great Brand Journalism
Just like in traditional journalism, your team needs an ongoing selection of compelling stories to drive buzz for your brand, but not every story will fit the brand journalism guidelines. Criteria is as follows:
-Focus on the audience (Always consider what they care about and how they’ll benefit).
-Find a voice by featuring a real person who tells the story. Having someone that the audience can relate to makes the story more compelling. Some great examples would be having community leaders share their perspectives, business leaders share their experiences and notable influencers to give their expertise. Remember that the person audiences connect to will rarely be your company’s top executives or media spokesperson.
-Tying your content to larger big picture issues and/or statistics from well-respected organizations can help to give your content some creditability and make it more newsworthy
-Keep your message simple. Do away with any corporate jargon and use plain language where possible to make sure you audience understands what you’re talking about
-Add visuals. As audiences naturally gravitate to visuals, make sure to include photos, videos, slideshows, infographics and any other visuals you can think of to raise engagement levels with your content
-Un-brand your content. This means removing all branding that doesn’t fit seamlessly into the content. In other words, your company name may not appear in the headline as it does in a typical news release. It’s much more likely to be mentioned in affiliation with your expert who features in the story. Keep any and all branding subtle
Create content with your audience in mind, with a simple message that‘s visually stunning and allow the real people in your organization to tell their stories, without putting the company brand front and center.
Getting Your Brand Journalism Program Out There
Distributing brand journalism content starts much the same way it would with traditional media relations: you find the right journalists, build those relationships and share the stories. The difference between brand journalism and traditional media relations is all about attitude; it’s less about ‘story pitching’ as it is ‘content sharing’. Building strong relationships with journalists who trust you means that they will view your brand journalism program as a source of valuable content, rather than just another PR campaign.
When you distribute brand journalism content, make sure that it’s easily accessible to the journalists you’re sending it to. Make the content easily downloadable, the photos & videos easy to save and brand elements (if relevant) such as high resolution logos easily available. You want to make it as easy as possible for journalists to share your content through social media, websites and alike, increasing the chance of you growing your own audience.
When it comes to getting your brand journalism content out there through your company channels, it’s important to keep each platform’s audience in mind. Best practices include re-purposing said content for several different social media platforms such as Facebook and Twitter by shortening it or making it into infographic. Doing this helps to amplify your message across platforms and increases ROI.
Sometimes, companies choose to create separate website hubs to act as news media sites to host their brand journalism content as well.
However you choose to distribute your brand journalism content, developing such a program will allow you to deliver buzz for your brand, amplify messages you create and increase ROI-without relying on the constraints of traditional media.
Stay tuned for more informative posts and infographics on brand journalism, thought leadership, content marketing, social media and everything having to do with PR and marketing.
I’m pleased to announce my brand new 2017-2018 Unit Publicity Portfolio that showcases my experience in running PR campaigns and media relations strategies for indie film & television projects all over the world. If you’re interested in my PR strategies, please contact me for more info. Take a look at my case studies for more in-depth looks into my project as well.
If you’ve been following my blog, you’ve probably read my posts on how unit publicity helps indie film, great advertising campaigns and tips on great tools to use to help manage social media and save time.
But with the rise of influencer marketing and platforms to help you manage said campaigns recent years, I’ve been asked about the best ways to develop influencer campaigns affordably.
If done correctly, influencer campaigns can drive word-of-mouth marketing and consumer growth, leading to influencers becoming brand ambassadors for companies. Brand ambassadors can help to generate fun and engaging organic content for your brand on a consistent basis, lead campaigns through email, social and advertising and help to elevate events you participate in.
In order to avoid missteps and choosing someone just based on their number of followers, make sure you outline goals you want the influencer campaign to accomplish and do your research on influencers.
With this post, I’ll be focusing on how to develop a plan for influencer marketing campaigns and how to find the best social media influencers for your brand.
Developing a Plan for Influencer Campaigns
As mentioned earlier, working with influencers can help to put a face to your brand and humanize the company. But how do you go about creating a plan to find influencers and run marketing campaigns with tangible goals?
You want to thoroughly plan out what you’re looking to do. Are you launching a new product or service? Is it an event you’re attending and/or organizing? Is it a promotion/contest you’re looking to gain more entries? Who are you looking to influence to pay attention to this news, attend these events or enter a contest?
If you’re looking for an influencer to share a video helping to promote your indie film fundraiser, are you prepared to offer them exclusive tickets to the world premiere or a media screener with a small gift? What about offering them a chance to tour the set of your next film or perhaps a cameo on screen?
If you want an influencer to write a blog post, review your product or hype up an event, you have to think about what you’re willing to give influencers in-kind. Are you going to be sending them different products to review 3 times/year? Will you have exclusive VIP events that they’ll be invited to? Are you expecting them to post 4X/promotion via Twitter, Facebook and perhaps do an Instagram takeover for an event?
Once you have the general framework for influencer campaigns in place, you can tailor it to suit specific campaigns for certain influencers.
Next, I’ll be focusing on how to find the best social media influencers for your brand and the tools you can use to make it easier.
Finding the Right Social Influencers
The right influencers can help you reach more of your core demographic by allowing you to piggyback on their follower base and they can also increase your SEO value by developing more backlinks to content you’ve posted.
As you search for influencers, you need to consider the criteria you’re looking for:
Relevance: Is the influencer is sharing content and do they have an audience that’s relevant to my brand? Would my own audience trust this person and be engaged with the content?
Reach: Does the influencer have enough of an audience that the content we create/promote together will bring my brand value?
Make sure you also do your outreach slowly. Don’t approach influencers right off the bat with an offer of a brand partnership. Start by following them (if you’re not already), comment on conversations they’ve having and share their content.
How to Find Influencers Using Tools You (Probably) Already Have
As LinkedIn is already a great platform to discover secondary connections through groups and your own connections, you can use the search function to also find influencers. You can search for keywords such as “indie film” and “food bloggers” and pull up secondary connections that are relevant to your industry. Send them a message about their content (make sure you do your research about what they do) and ask them if they wouldn’t mind having a chat about it. Be honest about how you found them and start the conversation.
As you probably know, Twitter’s advanced search function is useful to look for the latest news items and notable Twitter handles. Pulling up any search using hashtags will allow you to see who’s talking about a certain subject such as #indiefilm or who identifies as a #techblogger. From there, you’ll have an idea of who is sharing content relevant to your brand and you can start following them, sharing their updates and making an effort to engage them in conversation.
Twitter’s also a great platform to find micro influencers among your own fans as well. Your own fans are already interested in your brand, so it’ll take less effort to convince them to work with you. Fans are already promoting your content and your brand without prompting, so why not make it a mutually beneficial partnership by formally giving them perks to help hype an event or write a review of some of your products that you’ll gift to them? Of course, fans being interested in and supporting your brand is only half the story, their audiences also have to be relevant to your company.
Looking through your Instagram followers is also great way to find micro influencers (you’d want the reach to be significant-between 1,000-10,000 followers). Take a look at what your followers are posting about, including the reach of their posts and if they’ve been sharing your updates. If they’re consistently posting about food & wine, indie film, sports/fitness and your brand is in those industries, they might be interested in partnering with your company.
Just like on Twitter, you can also search for influential hashtags such as #organicfood, #organicbeauty or #MMAfitness. You’ll get a list of top photos using any of those hashtags that have the most likes. Take a look at the accounts that posted these photos and see if they’d work as a micro influencer for your brand. If you’re a fitness brand or gym facility, you could consider giving them free passes to your facility to try out training and a few classes. If you make organic sauces, marinades and spices, consider giving the influencer a gift basket to try out your products and ask them to make a few of your tried and tested recipes.
Using Other Tools to Help Discover Influencers
FollowerWonk is a tool that can help you find Twitter influencers and you can add the first profile for free. Once you sign up, you can click on the ‘Search Bios’ tab and look into the advanced search options. You can tailor the search results based on location, number of followers and whether you’re searching for bloggers.
The social authority column is the best indicator of how influential someone is as it combines the number of followers with how much influence they wield over the followers. If you see low authority numbers that means they don’t engage their own audiences and aren’t worth your time.
Lastly, BuzzSumo is a great tool to help with influencer marketing. Though the pro option will set you back about $79/month, you’ll be able to search for Twitter influencers using specific keywords.
The number of followers will give you an idea of an influencer’s reach and the retweet/reply ratios will keep you informed of the influencer’s engagement rates. You’ll also be able to find influencers, bloggers, companies, journalists and regular people. You can also organize results by followers if you’re interested in reach or retweet/reply ratios. Sorting the results by authority will give you a good mix of reach & engagement. Those who have high page authority are seen as experts in their niche.
Let me know if you have recommendations for more affordable ways to find influencers & manage influencer campaigns! Keep it posted here for more content on marketing, PR and social media tools.