7th February 2025

What Benefits Should I Offer My Membership and Association Community? The Essential Checklist

Building and maintaining a successful membership community relies on one key principle: offering value. Members need to feel that their subscription or participation delivers tangible, meaningful benefits that enhance their personal or professional lives. To help you craft the perfect membership package, here is an essential checklist of benefits you should consider providing to your community. Each benefit can be tailored to your specific audience and their needs, ensuring maximum engagement and satisfaction.

1. Priority Booking (Seat Allocation)
Providing priority booking for events, workshops, or seminars ensures that your members feel valued and receive exclusive access. This is particularly valuable for communities that host high-demand events, where seats may be limited. Offering priority booking emphasizes exclusivity and makes your members feel special.

2. Newsletter and Magazine
Regular communication keeps your members informed and engaged. A well-curated newsletter and a high-quality magazine can provide industry insights, updates on upcoming events, and spotlight achievements within your community. These channels also allow you to highlight member success stories, strengthening the sense of belonging.

3. Supplier Discounts and Vouchers
One of the most appreciated benefits is access to discounts from suppliers and vouchers for key services. By negotiating exclusive deals for your members, you provide them with real savings, which can be a significant motivator for membership retention.

4. Employee Health Care and Well-being
For business-focused communities, offering access to employee healthcare schemes and wellness programs demonstrates a commitment to supporting members both professionally and personally. This is an increasingly popular benefit that adds real value to a membership package.

5. Specialised Helplines
Support is critical, and specialized helplines, such as those for HR, Export, and Health & Safety, can offer members expert advice when they need it most. These services are especially appealing to small businesses or professionals who may not have easy access to such expertise. Companies like Citation offer this service

6. Legal Advice
Legal guidance can be a costly but essential resource. Providing your members access to tailored legal advice, whether through consultations or resources, helps them navigate challenges and makes membership highly valuable.

7. Insurance Tailored to Your Sector
For members in specific industries, access to insurance that is uniquely tailored to their sector can be a huge draw. This benefit adds convenience, affordability, and peace of mind.

8. Room Hire at Association HQ
Access to physical space for meetings, events, or co-working can be a tangible and practical benefit. Offering discounted or free room hire at your association’s headquarters is a great way to bring members together and support their professional needs.

9. Member Referral Scheme
Encourage your members to bring others into the fold by offering rewards or discounts through a referral scheme. This not only grows your community but also creates a sense of shared ownership and loyalty among members.

10. Certification and Training
Providing opportunities for certification and training helps members stay ahead in their field and build their expertise. Whether through online courses, workshops, or industry-specific programs, these benefits enhance professional development.

11. Hosted Buyer Trips
For communities in industries like retail or manufacturing, hosted buyer trips can be an exciting benefit. These trips allow members to explore new suppliers, markets, or technologies while networking with peers.

12. Members Handbook
A members handbook serves as a go-to resource that outlines the benefits, opportunities, and expectations associated with your membership community. It’s a simple yet effective tool to reinforce the value of membership.

13. Special Interest Groups
Providing opportunities for members to join niche special interest groups within the community fosters deeper engagement. These groups enable members to connect over shared goals or challenges, creating meaningful and lasting connections.

14. Social Events and Networking
Social events are an excellent way to build camaraderie and strengthen community bonds. Whether formal dinners, casual meetups, or virtual happy hours, these gatherings give members a chance to relax and connect.

15. Awards and Recognition
Celebrating achievements within your community is a powerful way to foster loyalty and pride. Organizing awards programs or recognition events helps highlight members’ accomplishments while promoting your organization’s values.

16. Code of Practice
A clear and transparent code of practice helps establish trust within your community. By setting standards for professional conduct and operations, you create an environment of accountability and reliability.

17. Lunches and Roundtables
Exclusive lunches or roundtable discussions with industry leaders are a fantastic way to deliver value to your members. These intimate gatherings provide opportunities for learning, collaboration, and networking in a more personal setting.

18. Exhibitions and Bulk Purchasing Opportunities
Hosting exhibitions that offer member discounts or providing bulk purchasing options through partner suppliers can give members significant savings and exposure to new products or services.

19. Job Board and Mentoring Program
For professional communities, a job board tailored to your industry and a mentoring program can provide immense value. These services help members advance their careers and grow their networks within the community.

20. Airport Lounge Passes and Travel Benefits
Travel perks like airport lounge passes are highly attractive to members who frequently travel for work or conferences. These benefits enhance the overall membership experience by addressing practical needs.

21. Matchmaking Service
A matchmaking service that connects members with potential collaborators, partners, or clients can be a unique and impactful offering. By fostering these relationships, you position your community as a catalyst for growth.

22. Case Study Library and Certificates
A library of case studies provides members with actionable insights and best practices, while certificates of membership or participation reinforce credibility and pride in belonging to the community.

23. Marketing and PR Support
Offering members access to marketing and PR support can be a game-changer, especially for small businesses or entrepreneurs. By promoting their achievements or providing media resources, you help amplify their reach and success.

24. Window Stickers, Plaques, and Branding Materials
Physical items like window stickers or plaques that showcase membership are a great way for businesses to demonstrate credibility and affiliation. These items serve as visible markers of trust and professionalism.

25. Industry Benchmarking
Helping members understand how they measure up in their industry through benchmarking data or reports is a highly valued benefit. It provides actionable insights and helps them stay competitive.

Conclusion

The key to a successful membership community is ensuring that the benefits you offer align with the needs and aspirations of your members. By thoughtfully curating a mix of tangible and intangible perks from this checklist, you can create a membership package that not only attracts new members but also fosters loyalty and engagement over time.

One additional consideration is to create a membership benefits calculator, this can help prospective members understand

Remember, the ultimate goal is to deliver value that resonates with your community, ensuring that they feel supported, connected, and empowered every step of the way.

4th February 2025

How do I find a speaker on influencer marketing?

Finding the right influencer marketing speaker can significantly enhance your event, providing valuable insights into the dynamic world of digital influence. One prominent figure in this field is Gordon Glenister, a renowned influencer marketing speaker with extensive experience. This Blog post guide you through the process of selecting an ideal speaker, highlighting the expertise of Gordon Glenister.

Understanding the Role of an Influencer Marketing Speaker

An influencer marketing speaker offers expertise on leveraging influencers to enhance brand visibility and engagement. They provide insights into current trends, strategies, and best practices, helping businesses navigate the complexities of influencer partnerships. Engaging such a speaker can offer your audience a deeper understanding of how to effectively implement influencer marketing strategies.

Why Choose Gordon Glenister as Your Influencer Marketing Speaker?

Gordon Glenister stands out as a leading influencer marketing speaker. With a wealth of experience, he has assisted numerous organizations in developing and refining their influencer marketing strategies. His expertise encompasses a broad spectrum of topics within the influencer marketing realm.

Gordon offers various speaking services, including:

• Keynote Speeches: Delivering 20 to 45-minute talks on diverse subjects related to influencer marketing.
• Virtual Workshops: Conducting one-hour sessions on the power of influencer marketing.
• Conference Hosting: Serving as a moderator for both online and in-person events.
• Podcast Hosting or Guest Appearances: Creating engaging podcast content as a host or guest.

His versatility and depth of knowledge make him a sought-after influencer marketing speaker for various events.

Steps to Finding the Right Influencer Marketing Speaker

1. Define Your Objectives: Determine what you aim to achieve by hosting an influencer marketing speaker. This could range from educating your audience about influencer strategies to inspiring them to implement new marketing tactics.
2. Research Potential Speakers: Look for speakers with a proven track record in influencer marketing. Consider their experience, areas of expertise, and previous speaking engagements.
3. Review Content and Testimonials: Examine the speaker's past presentations, articles, or books. Testimonials can provide insight into their effectiveness and audience engagement.
4. Assess Alignment with Your Audience: Ensure the speaker's style and content resonate with your audience's interests and level of understanding.
5. Engage in Preliminary Discussions: Reach out to discuss your event's goals and gauge the speaker's enthusiasm and fit for your event.

Gordon Glenister's Speaking Experience

Gordon has been a keynote speaker at numerous prestigious events in fact over 300, sharing his insights on influencer marketing and membership strategies. His engaging style and comprehensive knowledge make him a compelling choice for organizations seeking to deepen their understanding of influencer marketing.

Conclusion

Selecting the right influencer marketing speaker is crucial for the success of your event. Gordon Glenister's extensive experience and expertise make him a top choice for organizations aiming to explore the intricacies of influencer marketing. By following the steps outlined above, you can find a speaker who will provide valuable insights and inspire your audience to harness the power of influencer marketing.

For more information on Gordon Glenister's speaking services, visit his speaking page.

23rd January 2025

Is the Over-50s Market an Untapped Goldmine for Brands?

Is the over-50s an untapped market for brands? This vast audience represents a demographic with more than half the spending power in the UK population, yet it remains largely overlooked by marketing campaigns. While marketers often target younger age demographics like Millennials and Gen Z, older consumers—especially older women—are an ageing audience with immense potential. Marketing efforts focusing solely on age alone risk missing out on this high-value group.

Why the Over-50s Market Matters

1. Unparalleled Spending Power

Older consumers control more than half of global spending. In the UK, this age group is responsible for nearly 60% of all household expenditures. They’re not just spending on essential items—they’re splurging on new hobbies, luxury goods, health and wellness, and specific activities like travel. With more disposable income than younger generations, older demographics present a far more opportunity for brand owners looking to effectively market to a deeper level of consumers.

2. Loyalty and Brand Advocacy

Unlike young people, older generations tend to demonstrate enduring brand loyalty. When businesses understand consumers in this age range, they can enable brands to build meaningful relationships that last. Older people are not just customers; they become advocates for businesses they trust.

3. Growing Ageing Population

With people living longer and healthier lives, the ageing population continues to grow. By 2030, one in six individuals globally will be over the age of 60. In the UK, this demographic’s growth far outpaces other demographics, making it critical for marketers to take an active approach to reach this group.

Common Misconceptions About Marketing to Older Consumers

Many brands risk alienating older audiences due to persistent ageist stereotypes. The belief that older consumers are a homogeneous group, resistant to technology, or uninterested in trends is outdated.

• Tech-savvy and Connected: Contrary to misconceptions, older people are highly engaged with technology. From using social media platforms to shopping online, they’re a digital-savvy audience. Instagram influencers like Lyn Slater (@iconaccidental) highlight how older generations embrace style and modern trends, making them ideal partners for fashion brands.

• Dynamic Lifestyles: Ageing audience members are taking up new hobbies, exploring wellness trends, and investing in specific activities that improve their quality of life. Marketing campaigns that target purely biological age overlook these broader interests.

How Brands Can Tap Into the Over-50s Market

1. Challenge Ageist Stereotypes

Effective campaigns represent older people as vibrant and diverse. Fashion brands, for instance, can better respond to this audience by designing clothes that combine comfort with high style. Brands like Dove and L'Oréal have excelled by using older models to promote beauty beyond just age.

2. Leverage Digital Platforms

Older demographics are an active audience online. Collaborating with influencers such as Helen Ruth Elam (@baddiewinkle) or Grece Ghanem (@greceghanem) can enable brands to market directly to this group. These influencers demonstrate how wealth, style, and individuality transcend traditional age ranges.

3. Tailor Solutions for Specific Needs

Older equivalent generations have unique preferences:

• Fashion brands should focus on relevant designs that meet comfort and practicality requirements.
• Tech companies must design user-friendly products with clear instructions.
• Travel businesses can attract older consumers by offering accessible accommodations and curated experiences.

4. Highlight Values and Experiences

This group values sustainability, ethical practices, and authenticity. By understanding attitudes and reflecting these values in advertising, marketers can resonate with older consumers. Experiential marketing, such as hosting workshops or events, helps brands connect on a deeper level.

5. Use Data for Personalization

To effectively market to older people, businesses must leverage data to understand this demographic better. Personalizing campaigns based on spending habits, preferences, and interests can yield better ROI.

Brands Already Winning in the Over-50s Market

Some brands have recognized the potential of this ageing audience:

• Nike: Their campaigns celebrate older athletes, proving physical activity transcends age.
• Peloton: By emphasizing low-impact workouts and community, they’ve captured the interest of older customers.
• Apple: Accessibility features and user-friendly designs make Apple’s products popular among older demographics.

The Risks of Ignoring the Over-50s

Ignoring older consumers is a risk brands can no longer afford. With more money to spend and an increasing presence across demographics, failing to address this audience can result in lost revenue and perpetuate ageist narratives.

Conclusion

It’s about time marketers took a more active approach to engage this audience. The over-50s market offers vast opportunities for brands to grow their customer base and improve their campaigns. By targeting specific activities, understanding attitudes, and leveraging data, brands can respond to the ageing population with relevant solutions. The question isn’t whether to target the over-50s; it’s how soon brands can start tapping into this lucrative market. As someone who is an influencer in this space I would be delighted to talk more on the subject and share my insights

27th December 2024

The Best Strategies on How to Find Micro Influencers Effectively

What are Micro Influencers?

Definition of micro influencers

• Micro influencers are social media users with 1,000 to 100,000 followers who produce content in a specific niche and engage with their audience.

• They have a higher engagement rate compared to other types of influencers.

• Micro influencers are considered authorities in their field and produce relatable and valuable content.

Benefits of working with micro influencers

• Micro influencers have a higher engagement rate compared to other types of influencers.

• They are more accessible to startups and small brands.

• They produce relatable and valuable content.

• They have a niche audience that is interested in their content.

• They are cost-effective and can provide a high return on investment.

Examples of successful micro influencers

• Getting growth is a micro influencer with 35,000 followers who produces content in the fitness niche.

• Maija Silova is a micro influencer with 30.5k followers who produces content in the fashion and beauty niche.

Understanding Your Target Audience

Segmenting your target audience

• Identify specific audience demographics to find relevant influencers.

• Look for influencers whose followers align with your brand’s customer base.

• Segment your target audience to find relevant micro influencers.

Identifying your niche or industry

• Determine the specific niche or industry you want to target.

• Use relevant hashtags and topics to find micro influencers in your niche.

• Identify your niche audience to find the right micro influencers.

Researching your audience’s interests and preferences

• Research your audience’s interests and preferences to find relevant micro influencers.

• Use social media listening tools to understand your audience’s needs and concerns.

• Research your audience’s interests to find the perfect micro influencers.

Finding Micro Influencers

How to find micro influencers on social media

Using hashtags and topics on Instagram and TikTok

• Use Instagram’s search box to find relevant hashtags and influencers.

• Look for potential influencers in your fan base who post about your brand.

• Use TikTok’s search feature to find relevant hashtags and influencers.

Searching by location on YouTube

• Use YouTube’s search feature to find relevant keywords and influencers.

• Look for potential influencers who have a high engagement rate and audience size.

• Use YouTube’s location feature to find potential micro influencers in your area.

Leveraging influencer marketing platforms to find micro influencers

• Use influencer marketing platforms like Modash, Insense, and SocialiQ 2.0 to find micro influencers.

• These platforms provide a dashboard where you can fill out a campaign brief and search for influencers.

• Leverage influencer marketing platforms to find relevant micro influencers.

Referrals and word of mouth marketing

• Ask for referrals from other influencers or industry experts.

• Use word of mouth marketing to find micro influencers who are recommended by others.

• Ask your customers for recommendations to find micro influencers.

Evaluating and Partnering with Micro Influencers

Checking engagement metrics and profile quality

• Pay attention to influencers’ engagement metrics, such as average engagement rates.

• Look for influencers who have a strong follower base that interacts with their content regularly.

• Check influencers’ profile quality, including the type of content they post.

Analyzing content and previous brand collaborations

• Examine the type of content influencers produce to ensure it aligns with your brand.

• Look for influencers who have creative freedom in content creation.

• Review influencers’ past collaborations to gauge their effectiveness and professionalism.

Assessing authenticity and relevance

• Check influencers’ authenticity and relevance to your brand.

• Look for influencers who are passionate about your niche.

• Assess influencers’ authenticity to ensure they align with your brand values.

Creating a brand ambassador program

• Build a brand ambassador program to attract micro influencers who genuinely love your products.

• Create a program that provides incentives for micro influencers to partner with your brand.

• Develop a brand ambassador program to find the right micro influencers.

Best Practices for Micro Influencer Marketing

Setting clear goals for your influencer marketing campaign

• Define what you aim to achieve with your influencer marketing efforts.

• Ensure your influencer marketing platforms and tools align with your campaign goals.

• Set clear goals for your influencer marketing campaign.

Choosing the right social media channel

• Select a social media channel that aligns with your target audience.

• Look for influencers who have a relevant audience and can become advocates for your brand.

• Choose the right social media channel for your influencer marketing campaign.

Conducting professional influencer outreach

• Maintain a professional and personalized approach when reaching out to potential influencers.

• Use influencer outreach strategies to connect with ideal creators.

• Conduct professional influencer outreach to find the right micro influencers.

Tracking campaign metrics and measuring success

• Consistently track your campaign metrics, such as engagement rates and follower growth.

• Use analytics tools to track the campaign’s ROI and adjust your strategy accordingly.

• Track campaign metrics to measure the success of your influencer marketing campaign.

Common Mistakes to Avoid

Focusing too much on follower count

• Don’t focus too much on follower count when evaluating micro influencers.

• Look for influencers who have a strong engagement rate and produce high-quality content.

• Avoid focusing too much on follower count.

Ignoring engagement metrics and content quality

• Don’t ignore engagement metrics and content quality when evaluating micro influencers.

• Look for influencers who have a strong follower base that interacts with their content regularly.

• Avoid ignoring engagement metrics and content quality.

Not clearly defining your target audience

• Clearly define your target audience to find relevant micro influencers.

• Identify your niche audience to find the right micro influencers.

• Avoid not clearly defining your target audience.

Measuring the Success of Your Micro Influencer Campaigns

Tracking engagement metrics and campaign ROI

• Track engagement metrics, such as likes, comments, and shares, to measure campaign success.

• Monitor the influencer’s content and ensure it aligns with your brand messaging.

• Use analytics tools to track the campaign’s ROI and adjust your strategy accordingly.

Monitoring brand awareness and reach

• Monitor brand awareness and reach to measure the success of your influencer marketing campaign.

• Track the number of people who have seen your brand’s content.

• Monitor brand awareness and reach.

Adjusting your strategy based on campaign performance

• Adjust your strategy based on campaign performance to optimize your influencer marketing efforts.

• Use data to inform your decision-making and adjust your strategy accordingly.

• Adjust your strategy based on campaign performance.

How Much to Pay a Micro Influencer

Factors to consider when determining payment

• Follower count is one factor to consider when determining influencer rates.

• Other factors such as niche, content quality, and engagement rate also impact influencer rates.

• Consider the influencer’s value to your brand when determining payment.

Industry standards for micro influencer rates

• Research industry benchmarks to determine fair payment rates for micro influencers.

• Negotiate rates based on the influencer’s value to your brand.

• Industry standards for micro influencer rates vary.

Negotiating payment terms and contracts

• Negotiate payment terms and contracts with micro influencers.

• Ensure contracts include clear terms and conditions.

• Negotiate payment terms and contracts.

The Future of Micro Influencer Marketing

Emerging trends and platforms

• Stay ahead of the competition by staying up-to-date with emerging trends and platforms.

• Leverage new platforms and tools to find and partner with micro influencers.

• Emerging trends and platforms are changing the influencer marketing landscape.

Staying ahead of the competition

• Stay ahead of the competition by continuously evaluating and improving your influencer marketing strategy.

• Use data to inform your decision-making and adjust your strategy accordingly.

• Stay ahead of the competition.

19th December 2024

How to Become a Social Media Influencer: The Essential Guide to Success in 2025

Understanding the Role of a Social Media Influencer

Definition of a social media influencer

• A social media influencer is an individual who leverages social media platforms to influence their followers’ buying decisions and opinions.

• Influencers typically offer value on social media with quality content in the form of specialized knowledge, "edu-tainment", insight into a niche topic, or fostering relationships with an audience.

• Influencers can range from fashion influencers to people who post detailed how-to videos.

Types of social media influencers

• Macro influencers: have a large following and are often used for mass awareness campaigns.

• Micro influencers: have a smaller, but often more engaged audience, making them a great choice for brands looking to tap into hyper-niche communities.

• Nano influencers: have a highly engaged audience and are often used for niche marketing campaigns.

The Power of Influencer Marketing

What is influencer marketing?

• Influencer marketing is a growing trend that delivers ROI, with 50% of surveyed marketers planning to increase their investment in this strategy.

• Influencer marketing involves partnering with social media influencers to promote products or services to their followers.

Trends in influencer marketing for 2025

• The influencer marketing industry is expected to continue growing, with a projected worth of $24 billion by the end of 2024.

• TikTok is the most popular influencer marketing channel, followed by Instagram, YouTube, and Facebook.

Benefits of influencer marketing for brands

• Increased brand awareness and reach.

• Improved credibility and trust with target audiences.

• Higher conversion rates and sales.

Building Your Influencer Foundation

Choose a niche

• A niche is a highly specific market segment of consumers that an influencer can market to online.

• Identify your niche by reflecting on your passions, the content you most enjoy consuming, and the successful influencers you already follow.

Identify your target audience

• Conduct market research to understand your audience, including their interests, goals, and challenges.

• Use platform analytics to learn about your audience’s demographics, interests, and content preferences.

Develop your unique value proposition

• Think of your influencer brand like a personal brand, a coherent presentation of your personality, values, and passions.

• Create an aesthetic for your influencer brand, including colors, fonts, and a brand voice.

Creating Engaging Content on Social Media Platforms

Types of content to create (posts, reels, stories, etc.)

• Develop a content strategy that explores different facets of your category.

• Create a mix of promotional, educational, and entertaining content to engage your audience.

Creating a content calendar

• Set up a content creation calendar that determines the frequency and structure of your posts.

• Plan and schedule your content in advance to ensure consistency and efficiency.

Repurposing and upcycling content

• Repurpose your content to get the most out of your efforts.

• Upcycle your content to make it more engaging and relevant to your audience.

Growing Your Audience and Online Presence

Posting unique content regularly

• Post regular content on social media, remembering that it can take time to see tangible results from your content efforts.

• Consistently create content that resonates with your audience and search engines/social media algorithms.

Engaging with your audience

• Engage with your audience members to increase your “know, like, and trust” factor.

• Like, comment on, and repost content by your followers and fellow influencers in your niche.

Collaborating with other social media influencers

• Collaborate with other influencers in your niche to gain fans from their communities.

• Engage organically by asking influencers to share your content or featuring them in your content.

Monetizing Your Influence

Setting up income streams (sponsored posts, affiliate marketing, etc.)

• Consider brand sponsorships, affiliate marketing, selling merchandise, creating digital products, and hosting events or workshops.

• Set up a payment solution and determine your pricing.

Working with brands and negotiating partnerships

• Prepare for brand partnerships by making a list of the brands you’d like to collaborate with.

• Negotiate partnerships that align with your goals and values.

Disclosing sponsored content and following FTC guidelines

• Disclose sponsored content clearly and transparently.

• Follow FTC guidelines for sponsored content and influencer marketing.

Measuring Success and Refining Your Strategy

Tracking your performance using analytics tools

• Use analytics tools to track your performance and understand your audience.

• Monitor your engagement rates, follower growth, and website traffic.

Refining your content strategy based on data

• Refine your content strategy based on your analytics data.

• Adjust your content calendar and content types to optimize your performance.

Staying up-to-date with industry trends and best practices

• Stay up-to-date with the latest industry trends and best practices.

• Attend webinars, workshops, and conferences to learn from other influencers and industry experts.

Overcoming Challenges and Staying Motivated

Dealing with criticism and negative feedback

• Develop a thick skin and learn to handle criticism and negative feedback.

• Use criticism as an opportunity to learn and improve.

Managing your time and prioritizing tasks

• Manage your time effectively and prioritize your tasks.

• Use tools and apps to stay organized and focused.

Staying motivated and avoiding burnout

• Stay motivated by setting goals and celebrating your achievements.

• Avoid burnout by taking breaks and practicing self-care.

Conclusion

Recap of key takeaways

• Becoming a successful social media influencer takes time, effort, and dedication.

• Focus on building your personal brand, creating engaging content, and growing your audience.

Final tips for success as a social media influencer

• Stay authentic and true to your values.

• Engage with your audience and build relationships.

• Continuously learn and improve your skills.

Encouragement to start your influencer journey

• Start your influencer journey today and take the first step towards building your personal brand and growing your audience.

• Remember that success as a social media influencer takes time, effort, and dedication, but the rewards are worth it.

Follow me on Tiktok, Instagram and Youtube for regular tips and advice

17th December 2024

How to Sell Products on TikTok Shop: A Guide for Businesses and Creators

With TikTok Shop revolutionizing ecommerce, it’s no longer just a platform for entertainment but a place where businesses and creators can effectively sell products directly to their audience. TikTok’s shopping features make it easier than ever to convert engagement into sales. Whether you're an established ecommerce store or a small business, selling on TikTok can transform how you reach customers and drive sales.

In this guide, we’ll walk you through everything you need to know about using TikTok Shop to sell products, whether you're an individually owned business or a creator looking to monetize. Learn how to set up TikTok Shop, leverage TikTok ads, and optimize your content for sales.

What is TikTok Shop?

TikTok Shop is an integrated ecommerce feature within the TikTok app that allows users to discover and purchase products without leaving the app. TikTok launched this feature on Tiktok shop to bridge the gap between social media and shopping online. Customers can now purchase directly from shoppable content, live streams, and the shop tab on profiles.

This feature is powerful for brands, as it combines social commerce with entertainment, leading to higher engagement and conversion rates. If you're a business or creator, selling on TikTok has never been easier.

Why Should You Start Selling on TikTok Shop?

Here are the key reasons why TikTok Shop is the ultimate platform for businesses looking to sell products:

1. Massive Audience: TikTok has over 1 billion monthly active users. Its diverse audience, from Gen Z to millennials and beyond, offers immense reach for new brands and small businesses.

2. Viral Potential: The TikTok algorithm is designed to promote engaging content, even if you’re a new business. Products on TikTok can go viral, driving significant traffic to your shop.

3. High Engagement: TikTok has the highest engagement rates across major social platforms. Live shopping, shoppable videos, and interactive content help keep users connected to your brand.

4. Seamless Shopping: TikTok’s shopping tab makes it easy for customers to buy products directly from videos, live streams, and the shop tab on your profile, offering a frictionless shopping experience.

5. Accessibility for Small Businesses: Whether you're a large enterprise or an individually owned business, TikTok Shop provides affordable ways to grow your brand without hefty marketing costs.

How to Set Up TikTok Shop for Your Business

Setting up a TikTok Shop is straightforward, but it involves a few key steps to get started.

► 1. Create a TikTok Business Account

To access TikTok Shop, you first need a TikTok Business Account. If you’re using a TikTok account, here’s how to switch:

- Open the TikTok app and go to your profile.

- Tap on the menu in the top right corner, then navigate to “Manage Account.”

- Choose TikTok Business Account, selecting a category that fits your business type.

Having a TikTok Business Account allows you to access insights, analytics, and TikTok's ecommerce features.

► 2. Apply for TikTok Shop

To start selling on TikTok, apply through TikTok’s Seller Center:

- Sign up with your TikTok Business Account.

- Provide required documents, such as a business license, national ID, or driver's license.

- Once verified, you'll have access to your TikTok storefront.

► 3. Add Your Products to TikTok Shop

Now that your TikTok Shop is set up, it’s time to list your products:

- Go to the Seller Center and upload your product catalog.

- Upload images of your products and write detailed product descriptions using relevant keywords.

- Set pricing and inventory details.

Ensure that your product listings are optimized for searchability by using keywords in your product titles and descriptions, including phrases like “buy products directly” and “promote your products.”

► 4. Integrate TikTok with Other Platforms

If you have an existing ecommerce store, such as Shopify, you can easily integrate with TikTok using the TikTok Shopify App. This allows you to sync inventory and manage sales directly through your existing platform.

Best Practices for Selling on TikTok Shop

To make the most of TikTok Shop and increase your sales and selling on Tiktok shop, you’ll need a content strategy that aligns with TikTok’s viral nature. Here’s how you can optimize your content:

► 1. Leverage TikTok’s Shopping Features

TikTok Shop offers several ways to promote your products:

- Shoppable videos: You can tag products in your videos, turning them into shoppable content that allows users to buy with just a few taps.

- Live shopping ads: Host live shopping events where users can ask questions and purchase products in real-time.

- Product showcase tab: Use this feature on your profile to display all available products.

► 2. Collaborate with TikTok Creators

One of the best ways to increase visibility and trust is through TikTok creators. Partnering with influencers who align with your brand can boost your credibility and help you reach relevant audiences.
Use TikTok’s creator marketplace to find influencers, or manually reach out to those whose content fits your brand’s tone. Ensure that you’re working with creators who have engaged audiences, as this will help you drive sales.

► 3. Tap into TikTok Trends

Participating in TikTok trends is key to reaching a broader audience. Whether it’s through trending challenges or viral music, integrate your product into the content naturally.
Using popular hashtags and trending sounds will boost your product visibility on the TikTok app and can lead to significant traffic to your TikTok storefront.

► 4. User-Generated Content and Social Proof

Encourage your customers to share their experiences with your products. User-generated content (UGC) builds trust and provides social proof, leading to more conversions.
You can even incentivize users to create UGC by offering discounts, hosting giveaways, or featuring their content on your TikTok account.

Optimizing TikTok Shop for Conversions

To turn viewers into customers, your TikTok Shop needs to be optimized for conversions.

1. Enhance Your Product Listings

The first step to success in TikTok shopping is to create compelling product listings. Include:

- Product descriptions that clearly outline benefits.

- High-quality images and videos that capture attention.

- Relevant keywords to help users find your products on TikTok.

2. Use TikTok Shop Ads and TikTok Ads

To maximize reach, consider using TikTok ads such as:

- In-feed videos: These ads appear natively in users’ feeds and can include links to your shop.

- Live shopping ads: Promote your live shopping events and drive real-time sales.

These ads allow you to target potential customers based on interests, behavior, and location.

3. Leverage TikTok Analytics

Track your sales, views, and engagement metrics to improve performance. TikTok provides a robust analytics tool where you can monitor customer behavior and fine-tune your strategy to increase conversions.

TikTok Shop Success Stories: Inspiration for Your Business

Many small businesses that have an ecommerce store have seen impressive results with TikTok Shop. For example, beauty brands and fashion retailers have harnessed the power of live shopping and shoppable videos to boost sales dramatically.

One great example is a fashion retailer that used TikTok Shop ads and shoppable content to drive a 300% increase in sales within a month. By tapping into the viral nature of TikTok, they were able to convert viewers into paying customers.

Conclusion

Selling on TikTok Shop is a game-changer for businesses and creators alike. With its powerful social commerce tools, ecommerce store integration, and vast audience, TikTok Shop offers endless opportunities for those looking to grow their brand.

By creating engaging, shoppable content and leveraging TikTok’s viral trends, you can reach potential customers and significantly increase your sales. Whether you’re an individually owned business or a creator, it’s time to explore TikTok Shop and take your ecommerce strategy to the next level.

Start selling today on TikTok Shop, and unlock the potential of social media for your brand. Live shopping is the future for many small businesses but there are other benefits too so make sure you use the shopping feature properly. The best companies have become a tiktok shop partner too. Lets have a chat about building your brand on Tiktok shop now. Visit https://calendly.com/gordon-glenister/30min

25th November 2024

Mastering the Art of Personal Branding: A Guide for Business Professionals and Entrepreneurs

7 Essential Steps to Build a Powerful Personal Brand

1. Define Your Core Values and Value Proposition

Your brand begins with clarity. Reflect on your core values—what drives you and aligns with your professional goals? Pair these with your value proposition: the unique value you bring to the table. Craft a succinct elevator pitch that communicates your expertise and what you stand for. For example:

- - Elevator Pitch: "I help ambitious businesses amplify their voice through tailored marketing strategies that deliver measurable results."

1. Identify and Understand Your Target Audience

A strong personal brand is built on relevance. Clearly define your target audience—whether it’s industry leaders, potential customers, or collaborators—and understand their needs and pain points. Addressing their challenges in your messaging positions you as a go-to authority in your niche.

1. Build a Strong Online Presence

In the digital age, your online footprint is often the first impression you make. Focus on:

- - Social Media Profiles: Platforms like LinkedIn are invaluable for connecting with your audience and showcasing your expertise. Optimize your profile with a compelling summary and professional visuals.
  - Personal Website: A well-designed personal website serves as a central hub for your portfolio, testimonials, and blog content. It’s a space where potential clients and partners can engage with your work.

1. Create and Share Valuable Content

Content is the engine of personal branding. Share actionable insights, industry trends, and thought leadership that reflect your expertise. Blog posts, LinkedIn articles, and even well-crafted social media posts can position you as a thought leader. For instance:

- - Write about industry challenges and innovative solutions.
  - Share personal branding examples and lessons you’ve learned.

1. Consistency is Key

A fragmented brand confuses your audience. From your tone of voice to your visual identity, ensure consistency across all platforms. Whether someone interacts with your LinkedIn profile, personal website, or social media posts, they should experience a unified narrative about who you are and what you stand for.

1. Leverage Networking and Collaboration

A personal brand thrives on relationships. Attend industry events, engage with thought leaders, and participate in conversations that matter to your audience. Building meaningful connections with peers and collaborators enhances your visibility and reinforces your expertise.

1. Measure, Adapt, and Evolve

Personal branding isn’t static—it’s a dynamic process. Use tools like social media analytics to understand what content resonates with your audience. Regularly evaluate your strategy to ensure alignment with your professional goals and market trends.

The Benefits of a Strong Personal Brand

A strong personal brand doesn’t just benefit your professional identity—it creates opportunities. Entrepreneurs with a solid personal brand can attract investors, build client trust, and even inspire their teams. Business professionals find that their brand enhances their career prospects, positioning them as indispensable assets within their industries. Look at people like Elon Musk ,Richard Branson, Mark Zuckerberg and the late Steve Jobs for example have all been at the forefront of their brands. And whether you disagree with him or not President Donald Trump has leveraged his strong personal brand to a phenomenal level with his die-hard fan base. Why because he absolutely knows his target audience and his supporters not only relate to him as an authentic individual they almost feel a personal connection with him. Trump has a unique personality and embraces visual storytelling strategies.

Real-World Examples of Personal Branding

LinkedIn Optimization: Entrepreneurs who craft compelling LinkedIn profiles that highlight their value proposition and accomplishments stand out in their fields.
Professional Websites: A polished professional website with a portfolio, testimonials, and a blog fosters trust and credibility. This can often be supported by a professional media kit
Thought Leadership: Sharing unique perspectives through content builds authority and expands your influence.
Speaking on stage: Those that have a great personal branding strategy will often be leveraging this through key-note speaking engagements and being part of panel discussions
Becoming an author and writer: Writing in newspapers, magazines and becoming a published author can build trust within a desired industry and also appeal to a broad audience

Final Thoughts: Building Your Personal Brand is Building Your Future

For business professionals and entrepreneurs, personal branding is not optional—it’s essential. A well-crafted personal brand opens doors, creates trust, and establishes you as a leader in your field. Remember, the key to building a personal brand lies in authenticity, consistency, and a clear understanding of your audience.

Are you ready to take your professional identity to the next level? Start crafting your personal brand today, and watch as it transforms your career or business. I run a VIP Executive Influence Program to help you accelerate this process and have a team too to help you create the content for you. If you would like to have a chat about this, then find out more here

25th November 2024

Unlocking the Power of Employee Advocacy on LinkedIn

Why Focus on LinkedIn for Employee Advocacy?
LinkedIn is a prime platform for employee advocacy. It connects professionals across industries, making it ideal for sharing relevant content that aligns with your company’s goals. Encouraging employees to post on LinkedIn can help share company news, attract top talent, and enhance recruitment efforts.
Using a LinkedIn employee advocacy tool, organizations can simplify content sharing, ensure alignment with company messaging, and track advocacy metrics. These tools also help notify employees about ready-to-post content, ensuring active participation in advocacy programs.

Building an Employee Advocacy Program

Establish Clear Objectives: Align your advocacy program with business outcomes like driving more leads, increasing brand awareness, or improving recruitment efforts.
Curate Relevant Content: Empower employees with pre-approved content that aligns with their job functions and resonates with their networks. Include executive-driven content for leadership buy-in.
Leverage LinkedIn Tools: Utilize LinkedIn employee advocacy analytics to measure the impact of your program. Insights into metrics like LinkedIn members reached and social selling effectiveness provide valuable feedback for strategy refinement.
Encourage Participation: Encourage employees to post, creating a culture where advocacy efforts feel rewarding. Recognize their contributions and reward employees who actively participate.
Foster a Personal Touch: Advocacy makes a bigger impact when employees blend company content with their unique perspectives. This bolsters their personal brand while amplifying the company's presence.

Real-World Success Stories
Many companies have mastered employee advocacy on LinkedIn. For example, organizations leveraging LinkedIn employee advocacy tools have reported a positive impact on recruitment, greater brand awareness, and more leads. With employee advocacy programs, companies can encourage employees to share content authentically, fostering stronger connections with audiences. A couple of years ago I interviewed the head of advocacy at IBM and he told me about their amazing advocacy program that has enabled over 200 of their employees sharing content online most notably on Linkedin but also in some of the other communities too. They share ideas together about different types of employee posting and its made their sales team really stand out as thought leaders. Its made the brand very human and created so many employee advocates because their content strategy is totally aligned.

Getting Started
To master employee advocacy:
• Notify employees about pre-approved content.
• Use LinkedIn’s analytics to track progress.
• Share company updates, celebrate employee posts, and curate content that aligns with your audience.
Employee advocacy is not just a program; it’s a strategy that unites the company and employees under shared goals. By embracing this approach, companies can achieve significant business outcomes while fostering a culture of trust and engagement.
Ready to revolutionize your LinkedIn presence with employee advocacy? Start building your program today with us and request a copy of our free Employee Advocacy report on how brands are engaging their employees.

9th November 2024

Discover What B2B Influencer Marketing Is and How It Can Elevate Your Business Strategy

In the ever-evolving world of digital marketing, B2B influencer marketing is gaining traction as a powerful strategy to reach niche audiences, build brand credibility, and generate leads. But what is B2B influencer marketing, and how can it elevate your business? This guide breaks down the essentials of B2B influencer marketing, from identifying relevant influencers to designing an effective marketing strategy that engages corporate buyers and decision-makers in your industry. Let’s explore the insights, strategies, and practical tips to help you succeed.

What Is B2B Influencer Marketing?

B2B influencer marketing is the practice of partnering with industry experts, thought leaders, and influential voices in your field to promote your brand to other businesses. Unlike B2C influencer marketing, which focuses on broad audience appeal, B2B influencer marketing is geared towards corporate buyers and professional decision-makers. These influencers often have deep industry knowledge and an established credibility, making them trusted voices within their respective industries. By leveraging these connections, B2B brands can gain exposure, build relationships, and boost brand awareness among their target audiences.

Key Benefits of B2B Influencer Marketing

1. Boost Brand Visibility

Partnering with relevant influencers increases your brand’s visibility among potential customers. Influencers with niche followings allow you to target specific markets and reach audiences who are genuinely interested in your brand’s messaging and values.

1. Build Credibility and Trust

Working with respected industry experts can lend authority and credibility to your brand, positioning you as a reliable partner and thought leader. This credibility can have a lasting impact on how potential buyers perceive your brand.

1. Drive Quality Leads

B2B influencers not only reach larger audiences but also attract the right ones— corporate buyers and decision-makers. By targeting these influential figures, your business can generate leads that are more likely to convert.

1. Enhance Brand Loyalty

B2B influencer marketing campaigns that resonate authentically with an audience can build stronger brand loyalty. When influencers share genuine interest and passion for your product, it strengthens audience interaction and connection with your brand.

How to Build an Effective B2B Influencer Marketing Strategy

Define Your Goals and Target Audience

Before launching a B2B influencer marketing campaign , start with a clear understanding of your target audience and your campaign goals. Are you looking to build brand awareness, generate leads, or position your brand as a thought leader? Establish these goals to guide your influencer strategy and select right influencers who align with your objectives.

Identify the Best Influencers for Your Brand

B2B influencers vary widely, from industry practitioners to CEOs and niche experts. When choosing influencers, look for those who have deep industry knowledge, established credibility, and a genuine connection with your target audience. Social media listening platforms and influencer marketing platforms like Traackr or Upfluence can help you identify influencers who fit your brand values and niche.

Develop a Strong Content Strategy

An impactful B2B influencer campaign requires high-quality content. Collaborate with influencers to create content that resonates with their audience—whether it’s educational videos, guest blogging, or social media posts. Make sure the brand message aligns with both the influencer's voice and your company's values, as authentic content drives greater engagement.

Choose the Right Platforms for Your Campaign

Consider which social media platforms will yield the best results for your B2B audience. LinkedIn, Twitter, and even YouTube are excellent platforms for influencer content in the B2B space, allowing you to connect with decision-makers and corporate buyers.

Collaborate and Build Long-Term Partnerships

While one-time campaigns can be effective, ongoing influencer partnerships often bring better results. Building long-term relationships with influencers allows for consistent brand visibility and reinforces brand credibility over time. Working closely with influencers at industry events or as part of an influencer marketing program can deepen these connections.

Use Social Listening Tools to Measure Success

Monitoring brand sentiment and campaign impact is essential to any influencer marketing program. Social listening tools like Sprinklr and Brandwatch can provide valuable insights into audience interactions, while an influencer marketing platform can track metrics such as reach, engagement, and conversions to gauge success.

Types of Content for B2B Influencer Marketing

Creating a variety of content helps keep the audience engaged and increases the chances of influencing purchasing decisions. Here are some popular content formats that work well for B2B influencer campaigns:

- Educational Videos: Influencers can create tutorial or explainer videos that showcase your products or services in action, providing a clear value to potential buyers.

- Guest Blogging: Thought leaders writing on your company blog or contributing to industry publications adds authority to your brand.

- Social Media Posts: Sharing insights, product highlights, or industry news on LinkedIn and Twitter can reach decision-makers directly.

- Panel Discussions and Webinars: Involving influencers in webinars or industry events positions your brand alongside respected voices, adding to your thought leadership.

Practical Tips to Get Started

Identify Influencers with Niche Audiences: Focus on finding influencers with established authority in your industry and a loyal, engaged following.
Align Brand Messaging with Influencer Content: Ensure that the content reflects your brand’s messaging and provides value to the audience, fostering a sense of authenticity.
Track and Adjust Your Campaign: Use social media analytics and social listening tools to monitor results, adjust strategies, and improve ROI on future campaigns.

Conclusion

B2B influencer marketing is a powerful tool to enhance your marketing strategy, build brand awareness, and reach niche markets effectively. By collaborating with the right influencers and crafting high-quality, targeted content, you can boost your brand’s visibility, credibility, and lead generation efforts. Whether you’re new to influencer partnerships or ready to scale, these strategies and tools will guide your business in building genuine, impactful connections with influential figures in your industry.

Elevate your business strategy by exploring B2B influencer marketing today—and start seeing the impact it can have on your brand’s growth and reputation.

5th November 2024

AI Deepfakes: Experts reveal the tell tale signs

AI-generated deepfake videos of celebrities and public figures are becoming increasingly common, with Scarlett Johanson being the most common target according to McAfee data. To crack down on deepfake scams on Facebook and Instagram, Meta recently announced the introduction of facial recognition technology.

To help people stay savvy to this growing threat, Digital PR Agency has compiled expert advice on how to spot deepfake videos.

How to avoid being fooled by deepfake videos

Verify the source and context

Fake news spread more rapidly than true news on X (previously Twitter), a concerning trend given that nearly 30% of Americans rely on social media as a regular news source. Always examine the credibility of the sources behind the content you consume. Is this information coming from a reputable news outlet or a verified official account? If the source is unfamiliar or looks dubious, cross-check the content's authenticity using reliable news organisations or fact-checking platforms like Google Fact Check Tools.

Remember that misinformation often plays on emotional triggers like fear, anger, or outrage to cloud your judgement. When you encounter content that provokes strong emotions, pause and re-assess to ensure you are not being used as a pawn in someone’s game.

Observe facial expressions and movements

Deepfakes often falter when trying to replicate the intricate details of facial expressions and natural movements. Key areas to scrutinise include microexpressions around the eyes and mouth. Look out for unnatural blinking patterns, disjointed eye movements, or jerky head motions, and check whether the facial expressions align with the conveyed emotions. Details like the uniformity of teeth, hair texture, and facial structure can also reveal deepfakes.

For example, Chris Umé’s viral deepfake of Tom Cruise performing a coin trick in 2021 was so convincing that 78% of viewers couldn’t distinguish it from real content. A key giveaway is the shape of the face and ears - deepfakes often have slightly off measurements in these areas, with ears being particularly difficult to replicate. Pausing the video and examining the facial features can help you spot these irregularities. Just as with the infamous deepfake of Obama calling Trump 'a total and complete dips**t' - how convincing does this look to you?

Use reverse image and video search tools

Leverage reverse image and video search tools to trace the origins of visual content. Uploading an image to Google Reverse Image Search can help identify if it’s AI-generated, manipulated, or being used out of context. For videos, tools like InVID can dissect footage and check for any modifications or previous appearances. These searches allow you to find other copies of the image online, helping you verify its authenticity and uncover potential misuses.

Look for digital artefacts and inconsistencies

Deepfakes often reveal themselves through subtle digital flaws like blurriness or unnatural pixelation, especially around the edges of faces or objects. Pay attention to inconsistencies in lighting, shadows, reflections, or even an extra finger, that might indicate manipulation. Don't forget to check the background for distortions or irregularities that throw off the scene’s overall coherence. The viral deepfake of Pope Francis in a Balenciaga puffer jacket from last year showed clear anomalies, like distorted glasses fused to his cheek and blurred fingers closed around thin air instead of the coffee cup he’s holding, yet still fooled many online.

One fun way to sharpen your detective skills is by practising with the Which Face is Real game created by professors at the University of Washington. The more you play, the better you’ll become at recognizing the patterns of AI-generated content.

Check for audio-visual synchronisation

Spotting a deepfake often comes down to watching the lips closely. Our mouths form specific shapes when pronouncing certain letters, and these movements are tricky for AI to replicate accurately - nearly a third of deepfake videos struggle to match sounds like M, B and P. If you notice the speaker’s lip movements don’t quite align with the sounds they’re making, or if there are oddities in tone or pitch, it’s a red flag. A notable example is a deepfake video of Mark Zuckerberg, where subtle mismatches between his speech and lip movements exposed the manipulation.

AI expert at AIPRM, Christoph C. Cemper, commented:

“The World Economic Forum has flagged disinformation as a top risk for 2024, with deepfakes emerging as one of the most alarming uses of AI. If you come across a potential deepfake, the best course of action is to refrain from sharing it. The power of a deepfake lies in its ability to spread, and its impact diminishes if it doesn't disseminate widely. If you see someone else sharing it, take a moment to courteously inform them and point them to reliable fact-checking resources, especially if the fake has been debunked. Additionally, leverage reporting features on social media platforms to limit its reach.

It’s vital that we all play a role in raising awareness - share your experience and insights on how you recognized deepfakes to help others counteract similar threats. By staying vigilant about the content we consume online, we can collectively fight misinformation and safeguard the integrity of our digital environment.”

● Credits to Digital PR Agency for the article