INBOX INSIGHTS, February 2, 2022: Marketing Checklist, Content Marketing Strategy, Instagram Influencer Engagement

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Marketing Checklist

I don’t know about you but I live in New England where we just got slammed with a blizzard and my hands hurt from shoveling, making typing a challenge for the next few days. So I’ll keep it short this week and let you get back to your regular programming.

We’re one month into 2022 and for a lot of us, January acted like a cranky toddler. Knowing that we still have 11 months to go and no real sense of how they will behave, make sure you’ve created a monthly health check for your marketing.

It could look something like this:

  • Am I meeting or exceeding my KPIs?
  • What tactics are getting results?
  • What tactics are not working?
  • Do I know how many leads my efforts are generating?
  • How do my renewal and new member numbers look?
  • Am I seeing weird patterns in my website traffic?
  • Have I planned to try a new marketing tactic?
  • Are my channels diversified enough?
  • Do I know where my audience spends their time online?

It’s easy to lose track of time these days. I do it all day, every day. To counteract that I set myself a monthly calendar appointment with these and other similar questions listed as the agenda.

The goal is to stop, look around, and do a quick assessment. The worst thing we can do is not check-in. The questions listed above apply to me and my marketing. Use this as a template and adapt to cover what your marketing looks like. Maybe you have more questions about social media or email marketing. Make sure you create a list that addressed the marketing that you do.

If you’re spending time every day to work out and eat well, you probably have daily, weekly, or monthly check-ins to make sure you’re on track with your goals. Otherwise, what’s the point? Your marketing shouldn’t be any different.

Are you stuck in a time vortex?

Tell me about it in our free Slack group, Analytics for Marketers »

– Katie Robbert, CEO

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In this week’s In-Ear Insights, Katie and Chris dig into the four pillars of content marketing strategy – creation, distribution, amplification, and performance. You’ll also learn about why backlinks are so important to both SEO and content marketing generally. Tune in now!

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Data Diaries - Interesting Data We Found

In this week’s Data Diaries, let’s check in on our Instagram influencer friends. Given that brand performance has suffered in 2022 thus far (unpaid brand content hovers around an average of 0.2% engagement per post), how are influencers doing with their unpaid content on Instagram?

Instagram influencer unpaid content performance

What we see so far for the year is that performance has hovered around 0.9% engagement, but has dipped in recent days towards 0.8%. Put another way, for influencers, they have about 4x the engagement for unpaid content that brands do.

When we dig into the performance by content type, we see a similar story as brands:

Instagram influencer unpaid content performance by type

What’s interesting here is that unlike brands, albums and individual photos are neck and neck; there’s no advantage for influencers in one format versus another.

So What? What we take away from this brief look is that both brands and influencers is that individuals still have greater ability to garner engagement from the platform than brands do. Any unpaid Instagram strategy you build has to be predicated on the use of individual accounts to bolster your distribution strategy. They can be influencers or not, but they need to be individuals rather than brands to ensure more impactful reach and engagement.

Methodology: Trust Insights extracted 109,138 unique Instagram posts from 9,119 brands on Instagram using Meta’s Crowdtangle software. The timeframe of the data is January 1, 2022 – February 1, 2022. The date of study is February 2, 2022. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

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