The United Kingdom is a hotbed for innovative and quality digital agencies. A digital agency is an advertising/marketing agency that understands the needs to market and promote through digital technology. Digital agencies focus on a broad range of services such as search engine optimization, social media marketing and online brand development. Digital marketing is the best way for a company to reach a specific audience and quality digital agencies help these companies to succeed with their specific goals. These are the top 50 digital agencies that the UK has to offer.
Los Angeles is a beautiful city that is synonymous with glitz and glamour mainly for having Hollywood as its main attraction. Aside from many celebrities and A-listers living in this vibrant city, it is also known for its exquisite food scene, economically and demographically diverse people, booming technology industry, exceptional postsecondary institutions and universities, large annual events, live sporting events, and its bustling economy.
Facebook users have clicked the ‘like’ button 1.13 trillion times since the platform was last updated. Every minute, there are an additional 4 million ‘likes’ clicked. On Twitter, there are over 25 billion tweets and interactions that take place on the site every day. And, two new members join LinkedIn every second. In the digital age, it’s crucial for businesses to adequately, monitor, manage, and curate their social media feeds and profiles.
Influencers have the power to win the hearts of consumers, so it is no surprise that we are seeing some of the biggest brands in the world using influencer marketing to promote their products and services. Influencer marketing is clearly effective, but the problem is small brands often don’t have enough cash in their pockets to afford a top influencer for promoting their products and services.
Fortunately, there are micro-influencers out there on whom these brands can rely. Micro influencers are everyday consumers who possess a large social media following; generally between 1,000 and 10,000, though some have up to 100,000. These influencers offer better access and higher engagement than macro influencers at a fraction of the cost. Micro-influencers are active on various social media websites and you can partner with them to promote your brand wherever your customers and prospects are most active. One major social media website on which you can easily find micro influencers is Instagram. In this post, we’ll demonstrate how you can use micro influencers on Instagram to boost sales and how you can find Instagram influencers.
Micro-Influencers should be Relevant to Your Niche
Influencer marketing can be used for achieving different goals, such as driving engagement, increasing brand awareness or sales. But to be able to achieve these goals, you must promote your content to a relevant audience.
This means that you must work with influencers on Instagram who are relevant to your niche and have a significant following. Ideally, you should find an influencer who is considered an expert in a subject that is relevant to your niche. If you fail to do this, you won’t be able to reach your target audience and there will be no point in using influencers to promote your brand.
Showcase Your Product Experience with Micro-Influencers
When consumers see a compelling picture of a certain product, they may become interested in trying that product. But, in order to make a major impact on your audience through micro influencers on Instagram, you must showcase their experience of using it. This can compel followers to enjoy the same experience themselves.
For example, if you want to promote your product, you can have the influencer use it and share their reviews about it with the audience. Micro influencers on Instagram can make a video of your product, share stories or simply post a picture with an inviting caption. The goal here is to demonstrate how your product is enhancing an influencer’s experience. Because the influencer’s following trusts them, this will compel the audience to try your product themselves. In a similar fashion, you can promote your services too by having the micro influencer show to their audience how your services enhance their experience.
Give Influencers the Freedom to be Creative
This is perhaps the most important thing to remember when working with micro influencers on Instagram. The reason why micro-influencers have managed to grow their audience is that their audience trusts them and they know the right words that attract the audience. They know their followers, so they know the type of content that will appeal to and engage their audience.
Therefore, you should never control what a micro influencer on Instagram says about your services or products. Let them give honest reviews about your product and allow them to promote your brand in their own way. If you control the content that an influencer shares about your product or services, there is a risk of the audience losing their trust in the influencer and if that happens, you won’t be able to successfully promote your brand.
These are the three best ways through which you can use micro-influencers on Instagram to boost sales. Now that you know how to use micro-influencers, will you promote your brand through influencer marketing? If so, there’s a missing piece of the puzzle. I still haven’t told you how you can find Instagram micro influencers.
Photo by Gavin Whitner
Finding Instagram Influencers
Turn to Your Audience
When finding Instagram micro influencers, you should start with your current fan base since you know that a connection already exists. Since they’re already interested in your content, you should look at their interests by looking at the pictures they post and the people they follow, then you should analyze what’s similar among your fan base. Do they all follow the same influencer or brand? Or, does your analysis show that a lot of the Instagram pages you’ve looked at have a common picture? Whether it’d be a picture related to fashion, and if you could look deeper into it you might be able to discover that most of your fan base post pictures of handbags, jewellery, or even hats, etc. By finding these common interests, you’ll be able to create a target lookalike audience to draw connections with others like them. If any of your followers themselves have a large following, it is an added bonus for you. Reach out to them and recommend an exchange of service or product for a review or Instagram post, it’ll be easier to convince them as they already know who you are.
The best method to find the right influencer is to simply search for the correct hashtag or keyword that’s relevant to the product you’re trying to promote. For example, if you want to promote a fashion product, you can run a hashtag search for things like #ootd or #instafashion. You can then determine how popular an influencer is by looking at how much engagement their posts are getting or their follower count. Are they gaining likes and comments on their posts, and if so, how persistent are they at posting?
Note: You can get a lot of micro-influencers who just purchase their followers and barely get any engagement on their posts, these are to be avoided so keep an eye out for them.
There are various tools, like Keyhole hashtag and Keyword tracking, which can help you easily find influencers who have published posts with the hashtag or keyword you’re searching in a simple list format with needed and additional information such as ‘Sentiment’, which basically shows you the types of emotions the post’s wording is giving. If the content they are posting is relevant to your niche, you can reach out to them to market your products or services.
In addition, you can also track all posts that contain your hashtags in real time. This way you can analyze the engagement levels of the audience in your niche with influencers on Instagram. You can determine the influence of influencers on their audience through insights about engagement levels.
The hashtag you choose for search must be specific to reveal satisfactory results. For example, if you wish to search for Persian cats, a hashtag search around #Persiancats would yield much better results than just #cat alone. Alex of VM Interactive says that the more specific your hashtag is the more actionable results you’ll get.
With the help of an Instagram hashtag analytics tool, you can simplify your research. You can use specific keywords relevant to your niche to pinpoint conversations related to your business and target audience.
Follow the advice we have provided to use influencers for promoting your brand. Remember to give influencers the freedom to be creative and find the ones that are relevant to your brand!
Erica Jellerson gives us her expert insight into how the conversation around mental health is changing on social media, and how she and her team are using social media analytics to lead the conversation.
PROJECT 375 is a non-profit organization centered around reducing the stigma around mental health.
The organization was born out of the experiences of its co-founders, NFL star Brandon Marshall and his wife– mental health advocate Michi Marshall.
In 2011, Brandon was diagnosed with borderline personality disorder and spent 3 months in an intensive outpatient program at McLean Hospital.
After his experience, the critical need for stigma reduction and mental health education was immediately apparent. That’s why he, his wife, and the team are now dedicated to changing the conversation around mental health through PROJECT 375, which aims to “unlock human potential through conversation, education, and inspiration”.
The 375 Team at a Mental Health First Aid Training:
Mental Health on Social Media
Social media is one of the primary channels where the conversation around mental health is taking place, and, thanks to the public nature of social, it is also the one we have most visibility into.
According to Erica, who has been using Keyhole to monitor the conversation around mental health for years, we are currently experiencing a positive shift in its tone.
“I think we have been seeing a shift in the kinds of conversations surrounding mental health on social media. Just looking at the number of conversations taking place on these platforms, we can see it has grown instrumentally over the past couple of years. We are witnessing celebrities and everyday people alike, looking to social media to tell their stories.”
— PROJECT 375 (@PROJECT375) February 23, 2018
Naturally, social media is also one of the main ways that PROJECT 375 leads the conversation about mental health and connects with and understands its audience.
“We believe in meeting people where they are at. The fact is people are on Facebook, Twitter, and Instagram all day long! Our presence must be robust on these social channels to continue to galvanize the community and move these critical conversations forward.”
Self care is not selfish! #RT if you agree.
— PROJECT 375 (@PROJECT375) November 18, 2017
The organization uses its platforms to amplify news, celebrity posts, and studies that support its messaging and further a positive dialogue around mental health, using Keyhole to track, optimize and understand their own success.
Creating Success with Keyhole
“Keyhole is my go-to for all things analytics. Knowing our audience, their likes and dislikes, the kinds of content they prefer and the times they are looking at us is mission critical. I am constantly looking at the data to see what patterns emerge and the different ways we can tweak our strategies to best serve our supporters. Social media is ever-changing and Keyhole gives us the ability to change in lockstep with the latest trends and audience preferences.”
With Keyhole, Erica and her team are able to look at key social media account and hashtag analytics that give them insights into their audience and industry and help them amplify their message.
Knowing Your Audience: Likes, Dislikes & The Content They Prefer.
Knowing your audience is key.
In a non-profit space, this helps build ideal content to increase engagement and brand awareness. By targetting the right people by demographics or location, you can also improve your success with fundraising, petition signing, or event attendance.
Some of the Insights that PROJECT 375 uses Keyhole to measure are:
Follower Location (Worldwide & US-specific):
Keywords in Bio (to gauge personas, understand interests):
Top Engagement Times (to optimize content scheduling):
“Keyhole offers us information that we can’t get by attempting to just pull analytics from each channel. It is the most user-friendly, targeted program we have used. As our communications strategies have changed over time, Keyhole has allowed us to make the most informed decisions to achieve our goals.”
Keyhole helps PROJECT 375 understand the changing conversation around mental health, as well as their own content efforts. The Marshalls, Erica and their team are then able to use this data to further their mission, reducing the stigma around mental illness through awareness and community building.
Follow PROJECT375 on Twitter to continue listening.
If you are interested in tracking conversations on social media, try Keyhole for free!
SportQuake is a go-to international sports marketing agency that provides strategic brand ideas, insight-driven campaigns and executional expertise.
Worthy of note:
- A unique ‘360° Style Review’ that sets them up for success.
- Their use of sentiment data to drive influencer partnerships.
The 360° Review
Before SportQuake even takes on a new client, or starts a new campaign, they first consider the full scope of the project by overlaying key client data like average engagement, share of voice, and follower demographics with Sports Marketing data and insights into the sports ambassadors (#influencers) they connect their client with.
“We do it in 360° review style, which involves research and insight. This is where we use tools such as Keyhole to analyze our Key client data and overlay that with sports marketing data to provide 360° view of everything in the market that is relevant to our client.”
This helps deliver a full-scope strategy that is customized and specific to their needs. By taking all these factors into consideration at this early stage, SportQuake can predict success with high acuracy, making sure their clients get the best ROI possible.
Sentiment and Influencers
“There are certain [Keyhole] features that we didnt know about before, and they opened a new lens for us to look at campaigns through. One of them is sentiment, which is underestimated.”
This new lens has given Oliwia and her team have a unique approach to selecting influencers: using sentiment to drive decisions alongside common metrics like engagement and reach, and best practices.
“It’s about the feeling and likeability. Especially with content creators like influencers.”
Now, when considering top athletes to connect their client brands with, they
look at sentiment to understand how likeable influencers are in the eyes of their followers.
“But, it’s hard to understand Sentiment just from scrolling through someone’s profile and posts, and it would take you ages to analyze the profile enough to figure out average sentiment. So it’s great that Keyhole does this job for you: basically taking the wording and context of posts and reactions and using the algorithm to analyze the sentiment behind the copy.”
Olivia’s Tips for Choosing Influencers:
When looking for influencers, consider:
- Is this person heavily commercialized?
- Does their lifestyle represent the brand?
- Are their followers in the same demographic as our target audience?
- Are they likeable?
“At the proposal stage we want to be as efficient as possible when it comes to gathering data. Keyhole is definitely an advantage to save time. Before, we would collect data from each social account or influencer separately and it would take ages. It was in excel files, and as you can imagine everyone has their own way of managing this data. It would be one big mess, whereas now, everything is there.”
In a Nutshell
In sum, SportQuake’s approach shows us that a clear path to success in marketing efforts includes taking all relevant data ♥️ into account up front.
Also, consider following Oliwia’s advice and utilizing sentiment to drive powerful, successful partnerships and campaigns, and don’t forget to share your successes with us @keyholeco!
Jelly is a cutting-edge Digital Agency based in Santiago, Chile.
They distinguish themselves with an almost exclusively digital focus, being “99.9% digital”, and flaunting big-deal clients like Toyota, Lenovo, and Mallplaza among others.
“Digital rules. If you focus on digital in the next 3-5 years you should be able to make it. That’s why digital is our core.”
But with the exceptional amount of digital content out there today, Jelly’s challenge is to consistently deliver groundbreaking campaigns that stand out from the noise.
This is how they do it:
First, by promoting “rested brains” for their employees. This includes 5-week vacations for everyone on the team and working from home every Friday (because, as Manu told us, “ideas are not tied to a desk”).
The second step is putting the rested brains to work, milking every second of at-work time to make sure that any campaign they put out on social is being seen and well-received by any of the 3.03 billion social media users who may see it.
But, as you can imagine, managing these many impressions is not easy.
“Have you ever seen Guardians of the Galaxy from Marvel? It’s like you are in that spaceship. You are traveling, you know where you’re heading and you have no one ahead of you.
Then, suddenly, you have 20 enemy ships and you need to make a decision. Do you shoot, run, hide? My job is a lot like that. I am always making decisions on how to handle situations that come up. It’s non-stop.”
Luckily, Keyhole makes analyzing social media much easier ?.
“Keyhole gives you a simplified view of what’s happening with a current issue: it could be a hashtag, a trend, it could be an account. Whatever it is, you can go in and get a quick snapshot of what’s happening.”
For example, Jelly recently launched an awareness campaign that resulted in over 23 million impressions on social in 90 days. These numbers are almost impossible to track manually.
Using Keyhole, Manu’s team (as well as their client) was able to instantly see this kind of key information about their campaign’s performance both as it happened in real-time and at review stages once the campaign was done.
By analyzing all social media interactions and displaying the data in a simple way that takes out the guesswork, Keyhole helps Manu’s team to focus on what’s important. This way, brains don’t get over-tired with the nitty-gritty numbers, but simply use the data to make the best decisions possible.
This is why Manu sees Keyhole as a kind of social media X-ray. You can quickly get to the bottom line that you’re looking for without having to do extra digging.
“It’s like an X-ray at an emergency room. Even if there’s no time for something very exhaustive at first, you need to move quickly. If we are promoting a campaign we can know right away if it’s working or not. I can find out easily without having to take in the full volume of the conversation.”
With this kind of approach, where every member of the team can dedicate their full work time to what’s important, Jelly’s continuing success is no wonder. Check out their website to see what they are up to, and the type of results that can be produced by this kind of company.
BottleRock is a Napa Valley music festival that aims to bring together the best of Napa culture- wine, music, food and more wine, in true Napa fashion.
“When people come to Napa, the first thing that they think of is great wine. What goes along with great wine is great food, and what pairs perfectly with food and wine is music. Add beautiful rolling hills, vineyards, and world-class hospitality and you have what we call BottleRock Napa Valley.”
-Jasa Laliberte, Marketing Manager.
The festival was originally started in 2013, and by 2015 was selling out. This year, with an impressive lineup, festival tickets sold out earlier than ever before.
“We really focus a lot on customer experience, paying particular emphasis to our 4 different levels of VIP and providing an all-around amazing experience for the concert-goer from start to finish. In the same way that Napa provides such amazing hospitality, we try to do the same thing at our festival.”
The marketing team at BottleRock accomplishes some pretty awesome feats through our tool year-round. Check it out! They include:
Jasa’s team is able to regularly find and engage artists and influencers they didn’t know were speaking about BottleRock through Keyhole’s Influencers* tab.
*Tell me more: The ‘Influencers’ tab in Keyhole shows top users engaging with your hashtag or keyword, allowing you to engage with them and their content directly from the platform.
“Before Keyhole, I wasn’t seeing some of the bigger accounts that were talking about us. I just never knew they were out there being a positive influencer for us! So now I’m definitely looking into those people. We have kind of a daily ‘a-ha!’ moment with Keyhole.”
Identifying Trends by Tracking Hashtags Year-Round
According to Jasa, Keyhole’s biggest impact is saving time by clearly depicting cross-platform data.
We asked Jasa what she did before Keyhole, to which she laughingly replied, “Well, I had lots of spreadsheets!”
“The biggest thing that’s been helpful for us is being able to actually see our overall impressions online. The data was on different platforms and we were not able to see what other people were saying about us very easily. Now we are actually able to put a number and a statistic behind it.”
By tracking relevant hashtags and keywords year-round, Jasa’s team is also able to identify relevant trends as they happen, and adjust their strategies and event accordingly.
“The biggest things are the analytics behind it, the numbers. We’ve tracked hashtags for the last 5 years, but we’ve never done it all year round–so it’s been beneficial for us to see different trends and quantify them.”
Lastly, Keyhole helps with content creation by giving insight into the types of conversations users are having.
Keyhole’s word cloud for the ‘Napa’ Keyword tracker shows what else people discuss when talking about Napa online.
“It is influencing our strategy. As we are moving to figure out specific copy and content, we are looking at what we’re putting out there in terms of hashtags and keywords, and figuring out what themes and trends we are seeing…what is being engaged with the most. We try and find that theme and replicate it.”
Overall, Keyhole’s data has helped BottleRock’s marketing team save time and simplify their processes, allowing them to focus on what’s most important: creating unforgettable festival experiences and selling out year after year.
What can Keyhole do for you? Sign up for a 3-day free trial and find out!
“Media plays an impact, we had 1.6 billion impressions on #WorldElephantDay. Now, we have to find a way to turn that engagement into funding and sponsorship so that it can continue to help the elephants”.
Every August 12th, the world gets together to save elephants for #WorldElephantDay. The annual awareness campaign, which began in 2012, was created by documentary filmmaker Patricia Sims and her colleagues.
“When I started to learn about elephants, their intelligence and their emotional capabilities, I learned also about how complex some of the issues that affect them are, and decided it was important to bring the world together on finding solutions. That’s what inspired me to create World Elephant Day,” shares Patricia.
Today, Patricia continues to lead this annual campaign as the Co-Founder and Executive Director of the World Elephant Society, a nonprofit tax-exempt 501(c)(3) charity organization that supports World Elephant Day as well as its website and related events.
Patricia amplifies World Elephant Day through Keyhole year-round by a) finding and connecting with influencers and b) easily collecting campaign data to help secure investors and sponsoring partners.
Influencers: As the campaign has gained traction over the years, it has become globally recognized in the elephant conservation movement. Patricia shares that, as a result, influencers and organizations often use the campaign’s hashtag year round in connection to other elephant conservation movements, sponsoring programmes, and more.
By using Keyhole, Patricia and her team are able to easily identify top influencers engaging with their hashtag, and directly reach out to them to amplify their message.
“Influencers have really helped us with growth- when you can target them specifically, it can help get your message out so much more effectively,” tells us Patricia.
Data for Investors: Patricia’s team works with Keyhole to help identify campaign reach, engagement, and growth, easily organizing all this data and helping Patricia present it to potential collaborators and sponsors.
“With the data collected using Keyhole I turn engagement into action, drafting reports for potential partnerships and funders that demonstrate our growth, reach, and impact.”
Keyhole has helped World Elephant Day get more value out of its social media presence.
In 2018, Patricia and her team will use this data to create a more formal brand strategy, taking advantage of the large brand impact her campaign has in the conservation space to attract sponsors and partners to support the World Elephant Day campaign and her organization year-round.
*All images courtesy of World Elephant Society
When Billboard was planning its first ever Hot 100 Music Festival, the internal team needed help with their social media strategy. It was more important than ever to identify key influencers and a social measurement of success.
How Keyhole Helps
1. Using Social to Track Marketing KPIs
With Keyhole, Stephanie and Katherine can easily track real-time data and post engagement. This allows them to choose event partners strategically and measure success metrics, such as the reach and engagement, of their digital campaigns and events.
- Follower growth before and after influencers are engaged
- Type of content fans love
- Fans’ reactions and sentiment to the posts
- Who to partner with to drive most fan engagement for Billboard
2. Capturing Buzz in Real-Time
Stepping into work every morning, social chatter around trending artists is on the social media team’s radar. Using Keyhole’s alert feature, Billboard can find out who’s mentioning them on social media. The ability to get real-time alerts and insights on these social conversations provides immediate value.
3. Easy Reporting to Show Your Impact
Katherine needs to provide high-level reports to business partners and executives. Using Keyhole, she can pull together meaningful metrics with just a few clicks.
Event Sponsors Love It!
For the 2016 Billboard Women in Music Awards, the social team tweeted video clips from the event post-broadcast, and successfully garnered engagement from an extended millennial audience who might not have tuned in on traditional TV.
Event sponsors loved it as they were targeting the millennial audience specifically.
In Stephanie’s words, “The ease of Keyhole is extremely valuable to social media managers.”