InfluencePerformance Marketing

Using content marketing to improve your SEO

content marketing

Content marketing consists of producing, publishing, sharing and generating online content that’s in line with the brand’s positioning. However, and at the risk of disappointing you, publishing a few occasional tweets and one blog article per month does not qualify as content marketing. In fact, content marketing usually forms part of a wider inbound marketing strategy and is used as a way of encouraging and attracting visitors. Once attracted, it then becomes possible to transform these visitors into prospects, then into customers.

To find out more and learn how to optimise your visibility, delve with us into the secrets of content marketing.

Content marketing formats

Depending on your particular professional challenges, your strategic objectives, and your business sector, there are numerous content marketing levers you can apply and use. In order to be effective, content marketing needs to be varied, multifaceted and coherent. A few examples:

  • Articles

Taking the format of a piece of text, articles can vary in length from 500 to 1,500 words, depending on the subject matter. This is content that gets published on your own website’s blog or on those of third parties, such as Medium or LinkedIn Pulse. You can also use guest-blogging by hosting partner content or having it hosted, or by providing and submitting articles and editorial pieces to well-known and influential publishers (the press, professional sites, etc.).

  • Social network posts

This can take the form of reusing existing content shared on social networks, or it can be newly created content designed to provide information or stimulate engagement.

  • Images

Used in the form of slide shows, photo albums or GIFs, these illustrate and breath life into content, be it on social networks or on your own online store or corporate website.

  • Corporate videos

These can be either long or short-format and serve to diversify the messages associated with the particular topic being dealt with. Each video needs to be precisely targetted (a video aimed at shareholders will be completely different from one aimed at your distributors or customers, for example).

  • Live videos

This is a useful format to use for FAQ-type personalised chats or the relaying of a live event.

  • Stories

This is a short-lived, trend-focussed format found on social networks.

  • White papers

Used primarily for B2B, this is an authoritative document that provides advice and good practice guidance on a specific topic. White papers are essential for generating qualified leads.

This is a type of content sent by email at regular intervals to recipients in a database of qualified leads/prospects.

  • Infographics

Here, images and visuals are used in combination with key figures to summarise a challenging problem or complex topic and render it more accessible.

Once produced, each piece of content can then be recycled and reused multiple times: an extract from the white paper as a blog article, a video as a story, a piece of infographics as a tweet, etc.

Content marketing tools

Getting involved in content marketing requires organisation and the appropriate resources, particularly:

  • Personas

Personas are archetype profiles of your different customer types. They are essential for defining your targets and knowing who you need to speak to. Each persona is associated with a particular subject area and has its own reading habits.

  • Editorial line

This is a strategy that people need to know about and be aware of and that needs to be properly shared so that the tone and style used can be standardised. The editorial line must be coherent across all types of media and all content.

  • Editorial calendar

Whether a comprehensive tool complete with task delegation, tags, and resource allocation management or just a simple Excel spreadsheet, this is as a useful tool for organising your content production. Your calendar tells you what’s been published, what needs to be worked on and what’s currently in production.

  • Automation

Once content has been shared, it needs to then take on a life of its own. Automation both avoids the need to carry out painstaking work and encourages sharing once the content has been published.

  • Economic intelligence and benchmarking

These are useful tools to use for searching for keywords and topics of current importance whilst at the same time strengthening your knowledge of both the market and your competitors’ activities.

SEO and content marketing: a winning combination

Search engine optimisation is a daily preoccupation for marketing professionals. Dropping just one place in the Google rankings can result in a real and substantial loss in business. This is why SEO is of primary importance. There are numerous levers available, such as backlinks, responsive formats, page loading speed and the avoidance of duplicated content. It’s also extremely important to have new content that uses strategic keywords and gets regularly updated.

When properly put together, a content marketing strategy can lead to your content being found via new keywords. But not only that. It can also move you up the ranks in the search engine’s natural results and prepare your website for voice searching.

The quest for visibility and credibility is of fundamental concern to advertisers. This is the reason why you need to think carefully about your content. Bill Gates was already saying that content is king back in 1996. And it’s a stance that still has just as much currency today, twenty years later. Our team can provide you with expert help and support with your own content marketing. Contact us today!

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affiliationInfluenceLead generationPerformance Marketing

Black Friday: How to attract advertisers?

Black Friday

Having grown significantly in recent years, Black Friday — followed by Cyber Monday — represents a major sales opportunity for e-commerce sites. It also often signifies the unofficial start of the holiday shopping season. If everyone is in the black (online sales have increased by 14% in the second quarter of 2018), it means that supply is increasing and competition is growing. For publishers, the aim of the game is therefore to attract advertisers. This strategy involves finding a subtle balance between editorial appeal and the conversion capacity of the audience generated.

A consistent editorial line and quality content

This is the first step of your strategy: being able to attract visitors continuously and in excessive numbers, in order to create a virtuous circle.

Common values

When appearing on a third-party site, advertisers expect consistency in terms of positioning, values and brand territory. A company selling hunting goods and equipment should not appear on a website campaigning for animal welfare, for example. Publishers must, therefore, be transparent about their values.

Who are they? What do they want? And what do they believe in? This information must be clearly laid out in an eye-catching manner. Advertisers are thus able to ensure that these values are in line with their own for an optimal communication strategy.

Relevant content

To attract advertisers, you must already be able to attract visitors to your website. The key asset that publishers can monetize is their audience. In order to achieve this goal, it is essential to have relevant content, a regular publication schedule, topics that create value and good storytelling. The occasional blog post is not going to cut it.

Not only should content be relevant, but it also needs to be high quality (syntax, content value, duplicate content, etc.), and social media activity must be constant. This all adds up to the perfect strategy to attract advertisers.

Visual content is as important as written content. Decorate your website for Black Friday, Cyber Monday or Black Week.

A clear editorial line

Your editorial line is the compass that guides your website. It defines you on an editorial level. Whether it deals with strong opinions and editorials or more factual information, it must be clear and not vary over time. You must be consistent to win advertisers’ trust. They have to be able to anticipate future content and understand the editorial issues associated with positioning.

KPIs and analytics: fundamental figures

For advertisers, choosing a distribution channel is a question of efficiency. Advertising investments must generate visits, which can become potential clients and then customers. ROI is, therefore, a vital consideration, and publishers must know how to talk to advertisers.

To attract advertisers, you have to speak their language. This means understanding and managing your insights so you can promote the most interesting ones. However, there are hundreds of options: Google Page Rank, number of visitors, page views, average time, bounce rate, size of online communities, engagement rate, etc.

To find out where you stand, you have to identify the most impactful insights. For example, talking about the number of visitors does not make any sense if you also have a high bounce rate. The same rule applies to advertising offers: CPC is not promoted using the same metrics as CPM.

To promote your commercial offers, highlight your Black Friday results from the previous year: incoming visits, page views, growth vs. N-1, etc.

High-quality distribution channels

For publishers and advertisers alike, the quality of distribution channels is very important. Publishers must optimize their technical structure to monetize advertising spaces and databases, create optimized email kits, and manage innovative display formats.

Advertisers have to provide up-to-date and well-built product feeds to improve the conversion rate on D-Day. Your banners, newsletters and landing pages should be optimized to integrate advertisers’ Black Friday offers. The advertisers’ distribution channels must integrate seamlessly with your own.

The better suited the distribution channels, the more noticeable the impact of the campaign. Employ a win-win strategy and create engagement with personalized messages that do not detract from the user experience.

As Black Friday grows increasingly influential, the challenge faced by advertisers is choosing the platforms that will ensure the best returns on investment. Publishers should, therefore, integrate changes prior to the event to offer a sustainable strategy rather than a simple display effect.

Are you an influencer with an app or a mobile site? Do you want to promote a seller for Black Friday? Contact our Publishers Team or join the Kwanko Network!

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Black Friday: get your conversion strategy ready


An event like Black Friday cannot be improvised. Ensuring that it is a success requires a well-oiled organization, a clear strategy and as much anticipation as possible. This is a sizeable challenge given the many priorities that marketing professionals need to manage on a day-to-day basis. To get a clearer picture and optimize your approach, you need to start now. How? Allow us to explain.

Before Black Friday: be constant and steady

Black Friday is like a high-level event. You don’t organize a World Cup in three days, do you? Well, it’s the same thing. To create the right kind of buzz about Black Friday, you need to already have a steady flow of visitors to all of your websites.

Affiliation: to create constancy

The more people talk about your brand in a structured and clear way, the better. Affiliation is a sales and promotional tool that should be used at a very early stage. Your affiliates will then create provide leverage to generate more traffic on an ongoing basis. The abler you are to provide your community of affiliates with high-quality content such as text, images, and specific wording, the more effective this tool will be.

What counts is making affiliation part of your brand’s digital strategy. With a CPA campaign, your advertising budget won’t be spent in vain, and every euro invested will really count.

Lead nurturing and inbound marketing: to support your leads right up to the big day

Having regular contact and visitors to your website is a good thing. But you still need to be able to capitalize on this. To do this, a lead nurturing strategy coupled with an inbound marketing approach constitutes one of the keys to success. Clear content with a high level of added value and which is frequently updated fosters loyalty. An optimized conversion funnel that includes all the main stages of the customer experience and aligned with buyers personas allows for a holistic overview of sales potential relating to Black Friday. All that remains is to effectively nurture your leads so that they are ready when the time comes by stepping up a pressure in a controlled way.

Mobile application: to increase the number of entry points to your products

Your mobile application should also be downloaded as much as possible. The idea is to increase the number of entry points for new prospects, as well as old and new customers. If you also have physical stores, geolocation constitutes a major advantage. During Black Friday, you will be able to send notifications to people with your mobile app.

During Black Friday: activate all ROI tools

This is when everyone gets things going at the same time. You need to make an effective sprint to the finish line using ROI tools from the outset. The aim: conversion and buying. There are many effective promotional tools that can transform your prospects into customers at the right time. Here are a few examples.

E-mail marketing: to create automated and customized scenarios

Using your database of prospects and progress made in the conversion funnel, you can use marketing automation scenarios to give out the right message at the right time. Special promotions, discounts, best buy… each segment of your database should be used individually to customize the approach taken and create a unique customer experience.

Using external databases and opt-in, you can send information about your promotions to the maximum number of internet users looking for deals. This tool, therefore, needs a dedicated budget and should be assigned to your account manager, who will select the best databases for you corresponding to your core target market and based on a profitable model: CPC or CPM. Your offers should be widely visible in order to transform traffic into conversions.

Chatbots: to diversify your strategy

With an event like Black Friday, you need to create an emotional connection with your prospects. To do this, a chatbot via a messaging application constitutes a powerful tool. It can interact with users when they are connected and in line with their personal preferences. A chatbot also makes it possible to answer essential questions that customers may ask, while also taking some of the pressure off your support team. In affiliation, the chatbot is also a way of driving traffic to your website.

Advertising and social media: no one is left out

Despite all your efforts, not everyone will visit your website on Black Friday itself. That’s why you also need to be able to find prospects wherever they are using a SEA and SMA strategy. If you have a CRM onboarding-type data reconciliation tool, this will allow for a more effective approach. You can also use retargeting and remarketing to reconnect with undecided visitors. Lastly, be prepared to play the game of cashback and best buy websites, strengthen your links with your affiliates and keep a constant eye on price changes using online comparison sites.

After Black Friday: create a relationship of trust

After the Black Friday rush, you need to be able to do all of the necessary follow-ups. Selling online is one thing, but you also need to be able to live up to your promises in terms of delivery, availability and responsiveness. That’s why the commercial relationship does not end with ordering. Reinforce your customer service teams, be responsive about questions asked and follow up customers regularly about their level of satisfaction and with specific content (questionnaires, tutorials, best practices, FAQ and “how to” guides for products bought, etc.).

This approach consists of creating a premium experience in order to foster the loyalty of your customers with just one aim: to be able to transform them into ambassadors for the following year. That’s why the relationship you have with them needs to last, with exclusive and special offers and specifically tailored content between fulfillment and added value.

For retailers and e-commerce companies, Black Friday is an intense time that generates a huge amount of energy and creativity. Well prepared, your teams work in a collaborative and cross-functional way to offer your customers a unique experience while also staving off the competition. Our experienced production team is able to support you through this most intense sales period of the year. Put your trust in them and received a personalized proposal according to your needs and aims!

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Recruit influencers who best suit your brand


91% of people trust influencers more than traditional advertising. Influence marketing, a rapidly developing channel? Yes, but it’s a channel which can be difficult to manage. Understandably so: 9 times out of 10, the suggested partnership doesn’t suit the influencer.

When it comes to recruiting an influencer, it’s not a good idea to improvise. After all, you don’t underestimate the effort required when it comes to recruiting colleagues, so don’t underestimate the recruitment process for influencers. You need to follow a methodical process to get it right. That’s why we’ve summarised all the best practices for you so that you can recruit influencers who best suit your brand.

influencers suit your brand

Know where you need to look and who you need to talk to

With a traditional marketing strategy, you need to know what to say, how to say it and to whom. It’s exactly the same when it comes to influencers. Before wasting time contacting all the biggest stars on Instagram and YouTube, take the time to consolidate your approach.

  • Buyer persona: work out your influencer’s profile. Who is he/she, what’s his her/style, messages, content, and positioning? What should the partnership be like, ideally, both in terms of form and content? In socio-demographic terms, who should your influencers be to ensure that your message is shared and communicated properly? These questions will have radically different answers, depending on your area of focus (B2B or B2C).
  • Audience matching: you need to ensure that the audience your influencer will be addressing is relevant to your target audience. This matching depends on the influencer’s content and style; consistency is key. You’re not going to ask a YouTuber who produces tech content to share your message about a cruise to the Bahamas or a new moisturizer, for example. Your message must remain totally consistent so that if the content weren’t sponsored, no-one would be surprised by the choice of subject.

Focus on diversity to reduce risks

As with any strategy, diversity helps to minimize risks, streamline messages and ensure they are well communicated to different communities. In general, there are three main profiles when it comes to influence marketing:

  • The influencer: an opinion leader who talks about things which interest him/her. He/she may be paid to test, promote or talk about a product or a service. He/she has a wide-ranging and open editorial approach, aimed at the general public.
  • The micro-influencer: an influencer who focuses on more of a niche market. He/she is more selective than an influencer, choosing quality over quantity. He/she tends to focus solely on premium content.
  • The ambassador: a power user who is strongly linked to a brand and has significant personal branding. He/she is a satisfied customer, a “fanboy” or “fangirl” who promotes a brand which is important to him/her. His/her content is specific, more technical and includes more in-depth analysis.

You need to know about these different classifications because of each category’s content, tone, style and way of communicating very significantly.

The second step in your research process: spend some time conducting relevant competitive intelligence. Are your competitors working with influencers, micro-influencers, and ambassadors? Who are they? What content do they produce? Not only can this give you ideas but, it’s also a way to avoid collaborating too quickly with the same influencers as your competitors. Your message could be confused and misunderstood.

Lastly, vary your chosen social media: don’t just use Facebook and Instagram. Look at Twitter, LinkedIn, YouTube and even Pinterest too. Depending on your target and your personas, it’s important to prioritize when it comes to social media – but don’t put all your eggs in the same basket.

Establishing the right KPIs to choose influencers

Although KPIs are often chosen ahead of a campaign, you can use them when it comes to choosing an influencer. This is a way to use the main principles of credit management to score potential candidates. Here are a few examples:

  • His/her e-reputation: what’s being said about him/her? How is the influencer perceived within his/her community? Have there ever been any incidents or inappropriate content? Take the time to do some research into the influencer’s history, public statements, and positions.
  • Levels of engagement: to what extent does content from the influencer lead to interactions? Does he/she spark conversations? Is he/she involved in community conversations? How many comments, shares, retweets, etc. does he/she have? ? Decide which of these areas of focus are most important to you. An influencer who constantly and half-heartedly shares promotional content won’t have much impact.
  • The quality of shared content: spelling mistakes, tone, style, personality, editorial approach – is the influencer in sync with your brand’s DNA? Does he/she share your values? Influence isn’t just about being seen; you want to generate positive sentiment through trusted communications which will turn your messages into real drivers in terms of marketing.

From a few hundred euros to several thousand euros per campaign or publication, influence marketing is a structured world. A world with its own norms and codes which can be particularly potent for companies which know what to do – especially if they work with an agency or a partner which specializes in this kind of marketing.

If you enjoyed this article, you might be interested in optimizing your ROI with Earned Media Value. If you want to find out more, contact our Influence team!

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Marketing influence: Optimize your ROI with Earned Media Value

Earned media value

Whether on Instagram, Facebook, Twitter, a blog or a YouTube video, marketing influence is one of those decision-making levers that are increasingly common but paradoxically difficult to measure. Or so it seems. In fact, there are well-established strategies and methods for measuring Earned Media Value in order to help you make the right decisions and determine the right KPIs.

Back to basics: What is Earned Media Value?

Earned Media Value (EMV) refers to the value of a brand’s media exposure on channels that the company does not directly control (and which are usually free). We are talking about blog articles, YouTube videos, social media influencers, but also comments and customer reviews on aggregation platforms such as Google My Business, Yelp or TripAdvisor.
EMV is directly related to marketing influence.

The more a brand has the ability to influence someone with a large audience, the greater the value generated will be. It is, therefore, a measure of trust and credibility, whether on B2B or B2C. A new form of word-of-mouth that can spread very quickly, both positively and negatively, and impact the Earned Media Value.

Earned Media Value thus complements other media exposure devices such as Paid Media (online or physical-medium advertising), Owned Media (the content created and generated by the brand) and Shared Media (the overall content shared on social media platforms). The combination of all these approaches forms the PESO model.

How to measure Earned Media Value?

Because it is not controlled by the brand, EMV is inherently volatile.

A concrete example: how to measure the impact of a picture shared by an Instagram influencer showcasing your product?

A simple method would be to consider the following scenario: if you stop all organic activity on social media, how much would you have to pay to achieve the same goals in Earned Media?
Measuring the Earned Media Value is, therefore, a unique and non-standardized combination that comprises several elements such as the number of views, likes, comments, shares, clicks, and so on.

Earned Media Value measuring involves two fundamental aspects: exposure and engagement.

Exposure is the number of people who have seen your brand through the work of content creators. The stronger this exposure, the more likely it is to result in a conversion, which is then characterized by an engagement.

Engagement is a voluntary action by a user which can consist of sharing, commenting and clicking on a link. These can then result in a purchase.

A variable can be assigned to each engagement measure. For example, a score or an amount in euros. The greater the effort made by the user, the higher the action’s score. If a like is monetized at €1, a share could be worth €2.5, a positive comment €4, and a click on a CTA €8.

It is also possible to use more traditional KPIs such as the number of views or engaged users compared to the total number of people within the community. Or by comparing one’s metrics with that of competitors, using third-party software capable of aggregating such public data.

Good practices for measuring your ROI

In order to optimize your ROI, marketing influence should be integrated into a global framework through different approaches and platforms. Although focusing on Instagram can be tempting, you shouldn’t neglect the other tools at your disposal (blogs, videos, Facebook, Pinterest, etc.). Each channel must have a message, an editorial line, and a specific goal.

Wanting to “increase brand awareness” is not a goal. It’s a wish.

Exposing your product to 5,000 prospects in two weeks or boosting your subscribers by 15% in three months are examples of concrete goals. Keep in mind that all goals must be SMART (specific, measurable, achievable, realistic, and time-bound).

Finally, don’t forget that there are tools that allow you to measure your EMV more specifically by analyzing the behavior of online prospects: retargeting, tracking pixels, branded links, CTA clicks, promotional codes, affiliate links… so many useful tools to integrate into your dashboard.

Because it is still relatively new in the marketing landscape, Earned Media Value usually raises many questions from marketing professionals. Though brand awareness or strength is difficult to measure, Earned Media Value is a very powerful lever within your marketing strategy, capable of measuring the conversion of prospects on your sales channel.

If you enjoyed this article and would like to know more, please contact us!

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2018 Influence Marketing Trends

2018 Influence Marketing Trends

According to a Geometry Global survey, 33% of purchasers believe that social network influencers are the most significant source of trust at the time of making a purchase.

Among the platforms on the cutting edge of influence marketing, 92% of respondents to another survey launched by Linqia quote Instagram as the most powerful network, followed by Facebook for 77%.

Figures that well illustrate the growing power of the said influence in the small world of digital marketing. Even if 2017 was an effervescent year for influencers with expanding business and new social functionalities facilitating a new type of storytelling (live, story, filters…), 2018 is set to be the year of consolidation. Influence is becoming industrialized and there are new trends emerging to make influencing more efficient and better. Allow us to explain.

Micro-Influencers in High Demand

These are influencers concentrated in niche markets and who can offer advice based on specific expertise in a clearly defined field, whether it be lifestyle, beauty, IT, general culture or musical/artistic geek culture. They are followed closely and are encouraged by a less numerous networking group than the conventional major influencers but the said group is much more involved. In the role of both specialist and expert, with their unique authenticity, micro-influencers are increasingly targeted by advertisers who wish to fine-tune their strategy of influence. It must be said that they are far easier to access and are more inclined to authenticity than to the perfect appearance (substance over form?). Their content is systematically very solid, interact a great deal online and more than anything else, they want to share their passion.

Influence is Becoming a Trend in B2B

Even if B2C has been the prime market of influence, the latter is increasingly developing in B2B. However, tone, style, and expectations are different because even if B2B marketing professionals have the same priorities as those in B2C (lead generation, lead nurturing and conversion), the decision-making process is very different. It involves several persons and can require much more time… Which is precisely there where influence marketing becomes a lever that can prove to be very efficient. Take this solid example with SAP, the well-known producer of professional software. The company works with influencers that might be consultants, business analysts, keynote speakers, authors or lecturers through the joint creation of content to be shared and by getting them to participate in great public events. A way of bringing together several networking groups around a common cause.

The Power of Live Communication

Formerly reserved to Periscope, live feed is no longer exceptional and is part of a raft of tools available to influencers. An ordinary smartphone enables shooting and sharing a live video at any time. On Instagram, it’s integrated into the influencers production flow and are part of techniques used to ensure the emotional connection with their audience. FAQ, unboxing or participation in an event, live feed sets up a strong affective-emotional connection by living the present moment even more intensely.

A World at the Mercy of Algorithms

The reduction of the organic reach of brands on these platforms also has an impact on influence marketing. All the more so, as at any time, a unilateral decision by GAFAM could hurt numerous brands by reducing their online visibility. This was incidentally the case early in 2018 when Facebook changed its algorithm to limit the display of pages and to strengthen that of profiles. The impact is immediate: to be seen on this social network you have to dip into your purse! A further reason to rely on a safe strategy, diversifying your marketing tools, your social platforms and not hesitating in investing in advertising to highlight the content built with your influencers.

Integration of Influencers in the Conversion Funnel

Among existing marketing levers, influence has for many years been perceived as an organic promotional approach that ran simultaneously with very structured online and lead generation advertising operations. It should be pointed out that influence is becoming more structured and organized at present day. It is becoming a valuable step in a sales approach that must be monitored, analysed and calibrated with tools optimized for cross-device marketing. KPIs are defined based on precise economic criteria, such as the cost per engagement, cost per client acquisition, etc, turning the growth of the number of followers or subscribers a secondary variable that has to be interpreted within the global context. “The measurement of influence campaigns performance has already been mentioned by our clients over the last few years. Beyond just discussing the matter, they now wish to analyse the performance of their influence marketing actions. In our role of a performance marketing player since 2003, we have built up an ROI culture enabling us to offer our clients appropriate responses in this field.” points out Julien Tournier, Head of Influence DepartmentInfluence marketing also enables adapting and customizing content depending on whether it involves discovering a new brand, presenting a new product or testing a collection, a product or a new functionality.

Live content that systematically results into greater engagement, influence structure within conversion tunnels and in B2B, to the emergence of micro-influencers and the impact of algorithms are shaping this new world of influence marketing. You will have realized that influence is shown to be a new channel capable of playing a huge role on your brand’s image and reputation, as on sales conversions and growth. A two-in-one approach to be tried out or to be thought about in depth, but urgently.

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Things to take away from Affiliate Summit Europe 2018 – London


Every business sector has its own key and unmissable trade fairs and exhibitions. Affiliate Summit Europe 2018 is one of these. An essential event to attend for professionals in performance advertising and digital marketing in the broad sense, with its blend of networking, keynote speeches, training sessions and best practice knowledge sharing. It’s for this reason that our entire team attended in London this past February 6 and 7. Amongst the various trends we’ll be seeing developing over the course of 2018 are influencer marketing and strategic affiliation.

The Affiliate Summit Europe conference and trade show

The Affiliate Summit was initially founded in 2003 by Shawn Collins and Missy Ward. Since then, it has grown considerably over the years. To date it has expanded into various international events that take place on a regular basis in both North America and Europe. The Affiliate Summite London had a turnout of more than 1,600 visitors and 800 affiliates, all of which who came to share their knowledge, develop their expertise and find out more about digital trends to come.

Kwanko was represented by our UK team led by Alvaro Sanchez, Managing Director and specialist in advertiser-side performance marketing, and by Zaza Zakaraia, Affiliate Account Manager and expert in publisher-side marketing. The event provided an opportunity to promote and highlight the solutions we offer in terms of increasing sales, generating more traffic, workable lead generation, optimising conversions, and developing an influencer marketing based approach for our clients.

Influencer marketing: a craze that delivers what it promises

Influencer marketing serves as a major form of leverage in the world of digital marketing. A real game changer, it is now in the process of becoming firmly established alongside more traditional methods of online advertising. A growing number of brands have begun using it in earnest and others are currently experimenting with it in small doses, though almost all are interested in it.

Influencers can choose to incorporate an acquisition strategy into their approach. But working with them requires experience, practical knowledge and the support of a properly trained team.

Performance marketing: what’s the best way to work with influencers?

The first thing to do is make sure you understand how influencers are organised. Content, editorial, tone, the volume and audience you are looking to target, expert knowledge of the subject matter… before knowing how to work with influencers, you first need to know and understand what motivates them. This is work that takes place over a long term basis that is built on trust. For majority of micro-influencers, performance marketing is one of the most effective tools available.

The second stage consists of properly and effectively communicating with the influencers. According to the Vuelio UK Bloggers Survey 2017, more than a third of influencers are contacted up to seven times per week on average. However, very few of these contacts result in value-added content on the influencers’ blogs, channels or social media accounts. Hence the importance of making targeted choices and carefully choosing wording to avoid drowning influencers in technical jargon they won’t necessarily be able to master. To communicate effectively with influencers, you need to build a natural human-like relationship and take the time to really get to know their brand and their audience. This is win-win strategy and push pull. You help them, they help you.

And lastly, taking an economical approach is an extremely important factor: the traditional model based on CPA and funded via conversion at the final click does not work with influencers. The scope needs to be increased to enable more effective tracking, established on the basis of community engagement. To achieve this, each advertiser must know and understand what the KPIs and most impactful metrics for their brand are and build their relationship with their influencers around these more open and less restrictive factors.

Both a catalyst for creative energy and a high-value place to meet and share good practices, the Affiliate Summit Europe conference and trade show enabled us to confirm the relevance of our acquisition solutions to performance and to broaden our teams’ expertise on highly specific and targeted issues. It also provided a way for us to make ourselves directly known to advertisers and publishers in order to share our experience and know-how.

If you’ve enjoyed reading this article, you can download our white paper “All You Need to Know to Boost the Performance of Your Online Campaigns”. You can also find out about  our performance marketing solutions or contact us directly if you require more information!

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Influence marketing: a strategic branding tool


Backed by vast communities and high-performance content, opinion leaders have become vital partners for brands. Julien Tournier, Head of Publishing at Kwanko, presents his company’s “Influence” offer, which allows advertisers to highlight their brand image, arouse customer interest and eventually generate sales.

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social listening

Live your passion, travel around the world for free, review major restaurants, be invited to exclusive events, you must admit it sounds great, right? This is the life of influential bloggers,  but it represents only a very small proportion among all active bloggers. According to an American study, two-thirds of bloggers earn less than $5000 per year. Cruel disappointment?
There is consolation in the fact that in the remaining third, 11% earn more than $30,000, and even more than $60,000 for the richest 6%. Even if it is difficult to make a living from your blog, it is an excellent low-cost way to increase income and a way to share your passions and earn money by doing what you really like. Whether you want to get started blogging or you want to get to a higher level, check out our 8 tips to monetize your blog.

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