Recently, Collective Bias employees Lindsey Hodous, Senior Business Development Manager, and Brad Lawless, SVP Strategy touch on the importance of creating compelling content, measuring success and upcoming social trends on Purse Strings Webmaster Radio. Interviewed by Maria Reitan, Lola Red PR’s President and Chief Strategy Officer, here are their thoughts.
Companies want compelling content in order to market their product online. Hodous says that letting the content be authentic is key. By not controlling what influencers publish, you allow the consumer to read an honest story with the influencer’s product experience expertly woven into the article. When you create a story that breathes authenticity, readers will be more likely to be engaged and influenced by the piece.
Lawless lists three things that matter in terms of measuring the success of a shopper social marketing campaign. “Increased sales is the best one we like to see,” says Lawless, but he also mentions that there can be a time lag in the shopper’s path to purchase, due to influencing through an experience rather than blatantly pushing a product into the cart. Engagements and impressions are two other ways to measure the campaign success, with engagements being an early indicator to purchase.
Social is a constantly changing space, with new trends popping up all the time. When it comes to these trends, Collective Bias needs to be on the forefront, says Reitan, recognizing and capitalizing on the newest social innovations and opportunities. Both Hodous and Lawless have trends they share, including the Hispanic demographic, liquid content and visual storytelling.
To catch the rest of the podcast, visit webmaster radio.