Meet ChatGPT: Your Questions About the World’s Latest Chatbot Answered

Meet ChatGPT: Your Questions About the World’s Latest Chatbot Answered

Gianna Callioni
. 12 Jan 2023 . 5 min read

Within 5 days, ChatGPT hit over 1 million users. It took Instagram 2.5 months to do that.

But, why all the hype around another chatbot? They’ve been used for years now haven’t they? Well, not quite like this.

What is ChatGPT?

It’s like the chatbots you’ve seen online, but on steroids.

It was built by OpenAI using data from thousands of online sources, including Reddit, to make its responses seem more human. It’s a language learning model which means it’s learned to continually predict what the next word in a sequence should be. Unlike previous chatbots, however, ChatGPT was also trained using human feedback. Meaning it knows what language people expect when asking questions. It can also remember what you asked or said earlier in the chat meaning you can follow up with things. Basically, you can have a seemingly human conversation with it.

But, it does have some key weaknesses. One is that it lacks information released online post-2021, so some of its responses may not include the most up-to-date data. And, as with every other AI program available, it still has issues with biased, surface-level, incomplete, or even potentially harmful responses.

Can it be used to create ads? Inform content topics? Even write a whole website page?

It can! We’ll get to the morality of this later on, but the simple answer is yes.

Through machine learning, the chatbot essentially is able to recreate content it has seen online and tweak it to your specifications.

Ask it to write any number of words on a certain topic and it will. Ask it to write attention-grabbing headlines for LinkedIn and it will. Ask it to create a well-balanced meal plan to hit your weekly macros and it will.

How can you make ChatGPT work at its best?

When you ask it to do a vague action, you’ll likely get a vague response.

“Give me ideas for blog posts” – it’ll give you ideas, but they won’t necessarily align with what you want to talk about. It has merely used its knowledge to regurgitate various blog article ideas its seen.

Instead, try to give the program specific examples or formulas to expand on. By adding qualifiers and descriptors, you can ask it to create very unique (and actually quite well-written) content.

The big one — how far can organisations/individuals go with it before there’s a moral dilemma?

Alongside potentially harmful biases existing within this and other AI tools, the moral and ethical use of these tools is a big hurdle for the industry to face. And the answer might not always be clear-cut.

Selling your copywriting services to businesses but then using ChatGPT to write for you? Definitely over the line.

Using ChatGPT to write your uni assignment? Over the line.

Using it to write your own blog posts? That might depend.

While we may easily agree on some tasks it shouldn’t be used for, others might be harder to see eye-to-eye on.

“I'm intrigued to see how Google hopes to accurately detect AI-written content. It could be very difficult even if OpenAI develops a 'digital watermark' because there'd be ways around that.”

Gianna

I’m concerned by the lack of respect we’re seeing for intellectual property. What the visual AIs have done with regards to copying art styles from working artists... isn't great. Artists should have been contacted and given the option to opt in. Rather than having to opt out after the fact.

Shaelah

I think one of the biggest implications is that digital art and online writing/copy will lose massive value. What’s unique about a bot writing or designing something? There’s absolutely no value in thought, idea, inspiration, etc, and so the work itself will be worthless and a reiteration of what’s already been designed/said by actual humans.

Sequoia

We can agree that there’s certainly value in AI tools. They can help spark ideas and answer questions that everyday users have. As a chatbot for websites and apps, it can provide a much more user-friendly experience. However, beyond this there are implications for both our industry and society at large, which will necessitate changes in practice but also (in all likelihood) at a legislative level. And quickly. What a time to be alive!

Irony and riddles seem to be beyond ChatGPT though, so we’re not completely replaceable yet…

Examples of ChatGPT's responses

Your Quick Reminder to be Emotional (in Your Website Content)

Gianna Callioni
. 19 Dec 2022 . 4 min read

Picture your website. You’ve optimised your SEO, mapped your customer journey, fixed all your anchor tags, finalised your design… but your site visitors aren’t making a decision (outside of the decision to click the x on the browser tab). Naturally, you want your site visitors to do something other than leave you. If you’ve considered all the obvious things, have you also considered your team may be writing from too rational a point of view?

Whether we like it or not, our emotions typically outweigh our rational thoughts when it comes to making decisions. Obviously, everyone is different and you’ll always find some people who are more swayed by rational thinking, but it still typically comes after emotion has made the first judgement call.

Research suggests the difference in emotive content versus rational content in ads can lead to a 23% increase in conversions. Purely based on how you’ve made your audience feel.

We’re marketers though, so it can be easy to rely on data to get our point across and forget to involve emotion (a little bit of irony for you in those three sentences there). Writing with data is pointing out facts. Writing with emotion takes more effort and involvement. When you’re working in a fast-paced environment and are pushed to get a lot of content out, it can be harder to include emotion that’s not simply, ‘I can’t believe I have to write ANOTHER article’.

A quick note on why emotion is so important when writing content

If you’ve got a team of copywriters behind you, it might be good to revisit the ‘why’ with them. Why does emotion play such a big role in the effectiveness of website content?

Human psychology has unearthed the theory of dual processing — the idea that there are two parts of your brain making a decision: your emotional brain (intuitive thoughts) and your logical brain (deliberate thoughts).

When people are confident of an initial intuitive answer, they are less likely to spend time rethinking it or to change their answer after reflection.

Jonathan Evans and Keith Stanovich Dual-Process Theories of Higher Cognition

So basically, we’re just not very good at changing our minds if we think we’re right.

Sometimes, our emotions process things automatically and unconsciously, then our brains try to rationalise that emotional response. Even if our rational brain may not have come to the same conclusion originally, the fact that our emotions have already decided for us often makes it difficult to change that decision.

Is your content emotionally driven?

With the beginning of a new year comes the perfect time to take stock of the content on your website. (You know – ‘new year, new you’ and all that jazz). This could include blog articles, product descriptions, general webpages, anywhere you should be wringing out emotions from your audience.

Depending on how much content you have to go through and how big your team is, you may wish to work through it together or assign a set number of pages to each team member. Go through each piece and note down which emotions you feel when reading (or listening, or watching). Are they the emotions you need from that piece of content? Is there emotion there at all? Of course, emotions are subjective, so as part of this process, specifically look for emotionally-charged phrases, words, or editing.

Once you’ve done your ‘emotion audit’, you may need to edit some of your content. If that’s the case, we encourage you to go through each of these steps:

  1. Think about what action you want your audience to take when they read each piece of content. Remember, this action may be different depending on where people are on your site and at which stage of their buyer’s journey they’re on.
  2. Think about which emotional state is more likely to drive that emotion. Should people be feeling happiness, intrigue, nostalgia? What feelings are going to make them do what you want them to do? And to what degree? We don’t need quite as much of a connection with choosing toothpaste as we do with choosing our home.
  3. Research which emotionally persuasive words will align with that action and emotion (and then actually use them). You can try a resource like this to get started.

And now you watch and wait for the tears and laughter to help you convert more people on your site. Hopefully.

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Building Worthwhile Content Pillars to Boost Traffic and Engagement

Kailey Reinhart
. 30 Nov 2022 . 4 min read

Content pillars act as a foundation for your entire digital strategy, helping you to stay focused and consistent with your content across all channels. Successful content pillars are based on an understanding of your target audience and built from there – ensuring your content is delivering meaningful value to your audience and then, in turn, your brand.

What are Content Pillars?

Like physical pillars, content pillars are used to support the overall objectives of your brand’s marketing strategy.

Essentially, content pillars are the overarching themes that each of your content pieces should sit within. For example, ‘Audience Education’ may be one of your pillars and include pieces like, ‘how to change a tire’ or ‘how frequently you should check your engine oil and how to do it’.

Sometimes we need to include sub-pillars to ensure content aligns with various segments of our audience. If we were a modelling agency, our ‘Audience Education’ pillar may include ‘Child Modeling’ and ‘High Fashion Modeling’ as two of our sub-pillars.

Creating Content Pillars

Understanding your audience

Understanding your target audience is arguably the most essential stage of this process. In particular, it’s important to understand what their values, pain points, and desires are, and which channel/s they’ll be using at each stage of their customer lifecycle. Knowing this information will help you gauge what type of content needs to be on each platform. Your pillars should remain the same across your digital presence, but you may need to adjust the ratio of content you post under each pillar depending on the channel and what information your audience needs/wants at that particular moment.

Identifying your key themes

Consider what themes and topics most closely relate to your target audience and industry. The content itself will vary widely from a lawyer’s office to an e-commerce store selling women’s clothing, however, the overarching goals behind your pillars may actually be fairly similar. It’s essential to think about the shared values you have with your audience and what you want to achieve from your digital presence.

We’ve been working with our sister agency, Chase Studio, to develop their content pillars based on what they value as a brand and where they know they can provide truly worthwhile insights to their audience. We came up with: Share Knowledge, Tell Stories, and Champion Chase. A mix of providing insights, storytelling, and selling their brand.

We recommend focusing on three to five key pillars as anything more can have your content spread too thin or risk unnecessary overlaps. Start by listing out what your values are and what messages you want to get across to your audience. There should be some links between them that you can then use to help create groups.

During this stage, it’s helpful to bring in a few people from your team (or wider support network) to broaden your creativity. It can be easier to come up with new ideas when you’re able to bounce them off other people.

Planning your content

Within each pillar, it’s best practice to create one or two hero content pieces which are then supported by many smaller pieces. This can help with the ideation process and is a good search engine optimisation strategy for your website content.

Based on your brainstorming from the previous stage, come up with one hero piece for each pillar to begin with (you can add more later on). From here you can use Google’s predictive search feature to get ideas for individual topics that could come from your hero piece.

This may be something like:

  • The Complete Guide to Employee Recognition Programs (downloadable hero piece)
    • 7 Tips for Encouraging Peer-to-Peer Recognition (supporting blog)
    • How to Launch an Employee Rewards and Recognition Program (supporting blog)
    • Building an Inclusive and Supportive Workplace Culture (supporting blog)

Once you’ve come up with these rough ideas, you can begin building out a content calendar and decide which ratio of content should fall under each of your chosen pillars. For your brand, the best pillar ratio may be an even split or it may resemble a 60/20/20 split. This split ratio can change depending on which channel the content is going on and if there are any upcoming events coming up within your business that are relevant to certain pillars.

Your content calendar should be a central document that your team can reference regarding any upcoming content. It’s also a good visual to show an overview of how you will break up pieces within your pillars. By colour coding each pillar and putting content ideas in relevant calendar days, it gives you the opportunity to make sure you aren’t talking too much about one topic and ignoring another.

Reduce, reuse, and recycle

You’ve got your pillars outlined and a content calendar drafted, now it’s time to start creating! To be as efficient as possible, we recommend recycling and repurposing existing content. If you wrote a blog about a certain topic, see if that can translate to an infographic to use across socials. If you have a high performing video, repurpose that content into a blog post. Sometimes coming up with new topics can be difficult, but if you’ve got a high performing piece of content on one platform, you can always repurpose it for another.

Creating content pillars is just one way of making sure the content you create for your business is well-balanced and tailored to your goals. If you need any support with your strategy or the content creation process, please reach out to our team via the contact form below. We’re always here to help!

Here’s a draft content calendar you can use for your Q1 & Q2 2023 content plan! Just hit ‘Make a Copy’ to save a version to your own Google Drive or download it as an Excel file.

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Why You’re Merely ‘Renting’ Your Audience and How to Fix It

Gianna Callioni
. 26 Aug 2022 . 5 min read

Building a strong and engaged following on social media is a great way to increase your brand’s reach and start conversations with your audience. But, it should always be considered as just one piece of the marketing puzzle and there’s a very important reason why. Social media audiences are essentially ‘rented audiences’.

What do we mean by the phrase ‘rented audience’?

It’s really just like it sounds. As with renting a house, renting an audience means that you may not always have access to that audience. Social media giants like Facebook, Instagram, TikTok, and LinkedIn all have one thing in common – they’re free to access for consumers but they’re still businesses that need to make money. They make that money from brands who pay to access and advertise to their databases of engaged members. While you can have a thriving organic presence (meaning you’re not paying to reach your followers), changes to the algorithm may affect your ability to keep such a great presence.

Think back to pre-2018 – businesses on Facebook were able to reach 12% of their page’s followers (which is not a lot to begin with). Then Facebook changed the algorithm. Today, this average reach is down to 5%, which means those followings that had been built are now no longer accessible without paying for it.

To be clear, we’re not suggesting you stop working on your social media presence! We just want you to know that it should be thought of as a pay-to-play space that’s great for reaching certain goals but should be supported with other efforts.

How can you turn your rented audience into an owned audience?

Starting to turn your rented audience into an owned audience could be one of the most valuable moves you make this year.

Owned audiences are contacts that you have some control over, in terms of how and when you reach them. For example, email newsletter subscribers or purchaser databases. They’re people who’ve agreed to you contacting them through a platform you own because they’re interested in what you do.

No matter what sort of business you’re in, there’s value you can bring to your customers and potential customers that will help you build an owned audience. It starts with asking, who is your target market – what are they looking for from your brand and what are their day-to-day struggles and desires?

Think about what value you can provide to your audience and how they will be able to access that value. For instance, if you’re a skincare brand that offers a variety of products for various skin types, you may like to provide a ‘quiz’ to help people determine which products are right for them and get their email address in exchange for the results. Or, if you’re a B2B organisation, is there a particular topic that you know a lot about that you could create a gated downloadable ebook about? Just like our Guide to Influencer Marketing.

What are the additional benefits of an owned audience?

There are numerous benefits of having a well-kept customer database.

One of the biggest benefits is that you’re able to segment your audience while keeping their data in one place. With a segmented audience you can make sure you’re getting the right message to the right people, which is important for customer relationship management. Sharing the wrong message with the wrong people will at best make them bored or indifferent, and at worst can cause you to lose their business entirely.

Another big benefit is that the idea of gathering people to a place you have ownership and control over also coincides with building a community around your brand. This is something we’ve written about recently and that our CEO, Sahlia, has spoken about to Queensland Leaders.

“The only difference between an audience and a community is the direction the chairs are facing.” — Chris Brogan

You can make the most of your owned audience and turn one-way communications into conversations.

The responsibilities of having an owned audience

It’s important to remember that building an owned audience comes with its own responsibilities – you’re responsible for protecting your audience’s data and respecting their privacy rights. Here are some tips to keep in mind:

  • Ensure your contacts are able to remove themselves from your database in a straightforward way.
  • Provide options for your audience to choose how frequently they’re contacted, in what way, and with what information.
  • If you want to ask your customers for permission to send other marketing material to them while they’re making a purchase, be sure to make it an opt-in button instead of opt-out.

Building an owned audience comes with its own responsibilities and time investments, however, it can be incredibly valuable for sustained and secure business growth.

Interested in building an owned audience?

Our growth specialists can help.

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Building a Genuine Community Around Your Brand

Gianna Callioni
. 25 May 2022 . 5 min read

With so much STUFF online, it can seem almost impossible to cut through the noise. And, even though it feels like a select few organisations dictate our online experiences, it really is up to the consumer to decide how, when, and if they’ll interact with your brand.

When it comes to building a digital community that will support your brand, helping you get reach, engagements, and, ideally sales, one of the best things you can do is take inspiration from people who are known for their community building skills – influencers. In a way, influencers are their own brand and many of them have developed ways of engaging with their audience to help ensure they continue to get reach and engagement.

So, what are the actual tactics you can use for building a genuine community? Well, if you only take one thing away from this article, let it be to listen to your customers. Your customers will dictate where they’d like to engage with you, what level of communication and openness they expect from you, and what they’re looking for from brands in general.

Strive to understand your customers

Do some research to understand where your customers are and where they like to interact with brands. It’s not just about which digital channels they use, but how they use them – do they check their emails regularly and fill out surveys? Do they prefer phone calls or website chat boxes? Do they want to respond to your Instagram Story or tag you in a TikTok video?

If you’re trying to start conversations and build relationships with your customers on platforms they don’t utilise or engage with, you will find it very difficult.

Identify your shared purpose and values

We’re all humans and we all care about different things. It’s easier for consumers to relate to your brand when they know the people behind the brand name care about the same things they do.

As part of learning about and understanding your customers, identify what your shared purpose and values are with your audience. You’ll likely find that your reasons behind starting your brand and what your brand is striving to do, will align nicely with the right audience.

Include your audience in your growth and development

The crux of it is – if your audience feels like they’re part of your brand, they’re more likely to care about your successes. A really great example of a brand doing this well is Luxey Cup. Luxey is an Australian-owned company that started out as a simple Kickstarter campaign a few years ago and is now worth millions. Sandra-Lea, their Co-Founder, uses Luxey’s social media channels, primarily Instagram, as a two-way communication tool with her audience.

"I knew from my own experience that I wanted to know the truth and the reality behind my favourite brands, not the pretty pictures, so I would show up each day to our own Instagram Stories sharing our real happy/sad behind the scenes information. I would do this every day, addressing our community until one day someone coined it the "Staff Meeting". Three years on I still do the Staff Meeting where we laugh and cry together. My community is with us every step of the way." — Sandra-Lea, Co-Founder of Luxey Cup

By including your audience, getting their feedback and opinion throughout your brand’s journey, it will encourage them to feel as though they’re growing alongside your brand.

Admit to your mistakes AND fix them

A key element of building your brand community is showing the human element behind it. We all make mistakes, it’s part of life, and as long as you own up to your mistakes and work to fix them, it’s ok.

Your audience understands that not everything will run smoothly all the time, but you need to show them that they can trust you. By showing them you’ll take action when it’s needed and that you don’t only talk about the good things, you will become more relatable to your audience, which will help build brand trust and loyalty.

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How Email Marketing Will Change With iOS 15 Updates

Marcus Torrisi
. 18 Nov 2021 . 4 min read

In typical Apple fashion, a new iOS update has resulted in a marketing headache, especially for email marketers! With iOS 15 released in late September, the metrics used for email marketing will change and affect the way we report on emails.

We used to be able to attribute a high open rate to either an enticing subject line or sending at the perfect time of day. Low open rates meant that our contact segmentation wasn’t accurate enough, or just purely our list wasn’t or hasn’t been engaged enough. Now, with iOS 15, these open rates will be skewed and not as accurate as they used to be. This is due to Apple’s new “Mail Privacy Protection”.

Once a user updates their device and opens the native Mail app, they will be prompted with a pop up which allows users to either “Protect Mail Activity” or to not protect. If they choose to protect their mail activity, then Apple has the ability to mask IP Addresses and block third parties (such as Hubspot, Klaviyo, and MailChimp) from tracking email opens and other IP data. The Mail Privacy Protection can be turned on and off in Settings > Mail.

Another feature that has been released is the “Hide My Email” cloaking feature, which comes with iCloud+. This feature allows users to give sites a “fake” email address. This feature will still forward the email to land in your inbox, but the “fake” email address will act as a middle man, allowing users’ real email addresses to be more protected than they may already be.

How does it work?

Litmus provides an analysis of how it works form the technical side:

  1. When a user starts up their Apple Mail App, this will trigger a download of the email images to their device from their email host.
  2. In intervals, Apple will download all the images to Apples Privacy Cache. This download will be by a proxy with an IP address, which is assigned to the general location of the user.
  3. Apple’s caching process will require them to request the content and images from the email service provider, which includes requesting the open tracking pixel – this is what makes the ESP assume that the email has been opened by the user.
  4. When the user actually opens the email is when all the content will get downloaded and display the images, which will come from the Apple Cache, not the ESP or webshot server.

Very techy, I know! What this really means is that Apple will open the email for you and then once you actually intend to view it by clicking on the email, it will show the content that was sent.

And you need to be prepared, as according to Litmas:

The top 3 email clients are Apple iPhone (38.2%), Gmail (35.6%), and Apple Mail (10.4%), with 90% of all iPhone users set to have installed the update in the next 6 months.

Here are our 4 tips on how to combat the change:

1. Change with metrics you focus on

With open rate data no longer being as accurate as it once was, it is crucial to know which metrics to report on instead, to best understand email campaign performance. Shifting to the world of click rates and conversion rates on emails will become the new norm. This will be one of the only ways you will be able to tell if users are engaging with your email content and whether they are converting from them.

2. Try to collect as much information as possible organically

Segmentation will also be affected by iOS 15. Without the ability to accurately track customer data, such as a location of where the email was opened, trying to get customers and users to voluntarily give you this data is the best way to retrieve it. This might be collected from forms on the website through simple fields upon a purchase, or when signing up for marketing communications. A field asking for the user’s postcode will be able to be used for segmentation on location, which can also lead to calculating when the best time is to send the email based on the recipient’s time zone.

3. Reconfigure automated flows

Leveraging automation to enhance email marketing reduced the manual work that we had to do and we thought it worked perfectly – but maybe not so much. Depending on what type of automation you are using, if the automation relies on open rates to continue the customer or user on the journey, it may still continue to deliver content when they actually haven’t opened it. Setting goals for contacts who are enrolled in these automations might be a way out. Using goals like a click of a CTA or a conversion will allow them to be unenrolled and stop them from getting a load of irrelevant emails.

4. Use SMS marketing

Could this be the gateway out? Hubspot says 3.8 billion people have a mobile device and 48 million of those opted in to SMS marketing. With a 98% open rate for SMS, it is a no brainer to use this alternative marketing option. It could be triggered by a customer action or sent out on a special worldwide date, like Christmas or Black Friday.

So, what now?

iOS 15 privacy changes aren’t the first and certainly won’t be the last changes from Apple. As the digital marketing space continues to grow, curveballs will still get thrown at us with privacy and algorithm changes – it’s inevitable. For your email marketing, try to implement some of these changes to help your efforts not go astray.

Need help with the iOS 15 updates?

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How NFPs Can Use Influencer Marketing to Fundraise

Gianna Callioni
. 03 Aug 2021 . 3 mins read

Influencer marketing can be a very polarising topic and we appreciate that there are some very good reasons to be wary of it BUT we know that when it’s done thoughtfully, it can really work. One of the main things stopping brands from trying is often the lack of knowing whether it’ll bring measurable results. This is a hard enough hoop to jump through for big brands, let alone not-for-profits (NFPs) who don’t have huge marketing budgets to splash about.

However, over the past few years, we’ve seen some incredible examples of how powerful influencer marketing can be for fundraising. Like when Celeste Barber raised well over $50 million for Australian bushfire relief programs or when Born Bred Talent’s influencers raised over $95k for the Starlight Children’s Foundation.

Examples like this prove that when you align the right influencer with the right cause, it can truly affect change.

Why does influencer marketing work for non-profits?

1. It builds on the concept of social proof

Social proof is a term for the psychological phenomenon that happens when we copy other people’s behaviour in a social situation. We all know the feeling – we’re in a new environment, maybe we’ve just started a new job, are going to a new fitness class, or even trying out a new bar, and everyone else seems to be acting in a certain way, except us. Most people (granted not everyone) will attempt to change their behaviour to fit into this new environment. This is social proof.

The right influencers can garner this same reaction. As they’re often seen as a trusted source of information, when their followers see them promoting something, they’re encouraged to try it too.

2. It can add authentic emotion into everyday conversations

For NFPs, the “right” influencers are people who have a genuine connection with your brand. In most cases, this means they probably have a personal story or strong beliefs to make them feel this way. This is the perfect situation for influencer collaborations, because the content they create will likely be emotional and naturally fit within their organic feed.

3. It can help you expand your audience

We strongly suggest you ensure your influencers’ audience aligns with yours, but that’s just in terms of data. While there’s a chance of cross-over between your social media followers and theirs (which would actually suggest you’ve chosen the right person!), you’ll still be able to reach people who may not have heard about your brand or campaign otherwise.

Now you know the why, what about how?

Tip 1. Try finding influencers from people who already support your organisation

One of the biggest concerns about influencer marketing is that it’s not genuine, so when that’s also somehow one of its biggest selling points, it’s understandably confusing. The key to using authentic influencers in your campaigns is to try to find people who already like your brand. You can start by looking through who has tagged your brand in their posts or used one of your unique hashtags. If you’ve got time (or someone to palm the task off to), you can go through your client list and cross-check it with social platforms.

Tip 2. Be present in conversations with your influencers’ audience

The comment section of a post, particularly on Instagram, is an invaluable tool which brands often don’t make the most of. It’s a space where you can engage with your influencers’ audience and add value by answering their questions or showing appreciation for their love of your organisation.
By adding this unique brand touchpoint to your repertoire, it will encourage genuine and, hopefully, long lasting relationships with your customers.

Tip 3. Do thorough research before committing to work with each influencer

One of the hardest parts of my job is hearing from brands who’ve spent money on influencers and THEN asked, ‘how do I know if their followers are fake?’ or ‘how do I know where their audience is from?’. It can be time consuming, but putting effort into background research before you work with anyone is an essential step in making sure they get you worthwhile results.

  • Ask for screenshots of their audience breakdown to make sure it matches your target audience,
  • Look for suspicious engagement which could signal fake followers (our Instagram post talks more about this),
  • See how other sponsored posts have performed with their audience.

Influencer marketing can be a great tool to add to your marketing mix, but it can also be tricky to get it right. We’ve created a free downloadable e-book that you can access if you’d like some more thorough guidance on running a campaign from start to finish. Otherwise, feel free to get in touch with us to ask any questions you have.

The Influencer Marketing E-Book

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Influencer marketing can be a powerful tool

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Why Your Marketing Strategy Should be Built Around Inclusivity

Gianna Callioni
. 05 Jul 2021 . 2 mins read

What is inclusive marketing?

Inclusive marketing is a combination of two key concepts: showing diversity and being accessible. One without the other is fine enough, but there are steps we can all take to make sure we’re being inclusive of both sides of the coin.

If you want to show diversity, you need to show a range of ethnicities, genders, sexual orientations, abilities, religions, and more. If you want your digital presence to be accessible, you need to follow marketing best practices, like having high contrast text, captions on videos, and straight forward website navigation.

Why is it important?

It’s time we made an effort to deeply understand our customers; who they are, what their story is, and what they value. By understanding them and taking the time to reflect on the background of each choice we make, you can ensure people feel included by your work and not alienated.

Inclusive marketing shouldn’t be an afterthought, an add-on, or a “nice to have”; it should be ingrained in every part of your marketing strategy. As society grows, it’s no longer just an option to be inclusive but rather that you’re, in most cases, expected to be. Did you know;

  • Over 65% of millennials are more likely to choose one brand over another if that brand demonstrates inclusion and diversity? And,
  • 64% of consumers took an action after seeing an ad they considered to be diverse or inclusive?
There are so many brands out there who don’t consider their potential audience; what they might look like, what their abilities might be, how they’re represented in the media. You can be the brand who does. It’s incredibly rewarding when you see how much people enjoy interacting with your brand on and offline when it may normally be inaccessible for them. It also helps expand your reach and lets you access previously untapped markets.

Of course, every business has a target audience. It’s impossible for everyone to attract everyone and we’re not saying you need to. But, by subconsciously (or consciously) excluding certain people because of their race, gender, sexual orientation, age, or even ability, you’re often unnecessarily reducing the size of your audience.

People buy products to resolve a problem (whether real or perceived), so why not focus your messaging on resolving that problem instead of anything else? Think about how Woolworths recently renamed their “feminine hygiene/care” section to “period care” – this simple change aims to reduce the stigma associated with the term ‘period’ and means is more inclusive of those who get a period who don’t necessarily associate with the word ‘feminine’.

We encourage you to think about your current marketing practices and digital presence. Are you happy with how you represent your audience? Can your audience easily access all of the content you produce?

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