Read my awesome newsletter for micro and small business owners who have to do their own marketing. 5 mins or less, every week. (Not all issues are public.)
Calculate Engagement Rate of Creators Quickly (Tool inside)
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Hello Reader, I'm teaching a 2-Day Workshop for creatives and people in the entertainment industry, having them consider using their talents to create content for their own brand, other brands, and in-house. One of the things I want them (and you) to understand is that alignment matters. If you are a Shein shopper and you post about your hauls, I'm likely not going to add you to the YES list for a client that focuses on sustainability and using less plastic. If you are a bartender and recipe creator, I'm likely not going to add you to the YES list for a client that focuses on babies and postpartum depression. You could have 100,000 followers and still it wouldn't make sense to see you publish content about pregnancy while mixing drinks. This applies to any business looking to hire a creator to create user-generated content (UGC) or an influencer to create sponsored content. In addition, we are looking at engagement rate. I used to say 2.5% engagement is great. I really would like to see it somewhere in the 2.5-3.5% range. (Over 3.5% is pretty fantastic.) It's going to suss out some winners, so human eyes also need to review profiles and posts. One tool you can use to look up engagement rates is Not Just Analytics. Bookmark this site.There's no manual calculation, which is what I would do. Enter the username and see what that account's engagement rate is, averaged from the last 12 posts. Check out one of my favorite accounts @fatbearweek. Their engagement rate is 1.43%. (I did a rough manual average and got 1.32% without weighting comments.) They can definitely do better by engaging and commenting and replying. They're also a seasonal account so they're not super active during winter or summer, so it is understandable that their rate is lower. There are other factors to consider, if you are hiring creators or influencers. Number one is alignment. Two is engagement. Three is their content - does their voice and content make sense for your brand? Other factors to consider:
What else do you look for in creators and influencers? Bits and Pieces
As we start to wrap up July, you will need to start thinking about holiday, especially if you are B2C and sell a product. If you haven't built out a Pinterest account yet, do it now. Sign up, add your info, start thinking about content creation on Pinterest as well as your usual online channels. More on Pinterest next week! Chris |
OK WHAT NEXT? | Micro Business Marketing
Read my awesome newsletter for micro and small business owners who have to do their own marketing. 5 mins or less, every week. (Not all issues are public.)
Greetings, Reader! One more email for the year! Domains, websites, hosting. I'm finding that even seasoned small business owners consider the following terms a little nebulous. It makes me scratch my head - what is happening in the process of building a website where the user is not starting with basic terms and concepts of how things are connected? So.. you know what I did. Sometimes you need to present a primer... or in my case, analogies. What is the difference between domains, websites,...
Hello Reader, We do a lot of planning for our businesses. One of the modules I teach builds out a mini digital campaign so solopreneurs and small business owners can track their time backwards and be better prepared on the process. But what about personal planning? Professional and personal development? Do you do any planning for yourself? Is it hard for you to think ahead or to keep track of your goals or things you want to focus on? Well, you know what's up. Here's YOUR PLANNER! It's free...
Hello Reader, Today it's all about resources and opps because wow, there are lots of resources that came down in the last few weeks. First, I want to call out the LA County EMI program. It is no-cost training for micro and small business owners in LA County! Please tell your small business friends or those who are thinking of starting a business. The agency I work with, LEEAF, has set up their Entrepreneurial Academy so that solopreneurs and small business owners can take classes that fit...