{"id":44562,"date":"2021-11-10T17:00:26","date_gmt":"2021-11-10T17:00:26","guid":{"rendered":"https:\/\/www.nettl.com\/uk\/?p=44562"},"modified":"2021-11-11T09:08:35","modified_gmt":"2021-11-11T09:08:35","slug":"seo-and-influencer-marketing","status":"publish","type":"post","link":"https:\/\/www.nettl.com\/uk\/seo-and-influencer-marketing\/","title":{"rendered":"SEO and Influencer Marketing"},"content":{"rendered":"<div id='familiarity'  class='avia-section av-2qwy3ht-8a2c23e8b96a4ca6a0ee5518929c44bc main_color avia-section-default avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-44562'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f\">\n.flex_column.av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jp009ut1-c2a891abf735c7eb7a5c24d037e4b61f av_one_fifth  avia-builder-el-1  el_before_av_three_fifth  avia-builder-el-first  first flex_column_div av-hide-on-mobile av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-28z32gh-8306082e681bdb1a559cb023abad5737\">\n.flex_column.av-28z32gh-8306082e681bdb1a559cb023abad5737{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-28z32gh-8306082e681bdb1a559cb023abad5737 av_three_fifth  avia-builder-el-2  el_after_av_one_fifth  el_before_av_one_fifth  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1>SEO and Influencer Marketing?<\/h1>\n<h2>What is influencer marketing and how do you get the most from it?<\/h2>\n<p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152\">\n.av_font_icon.av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152 .av-icon-char{\nfont-size:1em;\nline-height:1em;\n}\n<\/style>\n<span  class='av_font_icon av-v4g6ak-1d639df38b074c4c8eeb90b09a79d152 avia_animate_when_visible av-icon-style- avia-icon-pos-left av-no-color avia-icon-animate'><span class='av-icon-char' aria-hidden='true' data-av_icon='\ue862' data-av_iconfont='entypo-fontello' ><\/span><\/span>\u00a0<em><strong>approx 52 minute video<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-5  el_after_av_textblock  el_before_av_video '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-video av-kfffq8jg-de66f4515029bd8067750434848a1314 avia-video-16-9 av-no-preview-image avia-video-load-always av-lazyload-immediate av-lazyload-video-embed'  itemprop=\"video\" itemtype=\"https:\/\/schema.org\/VideoObject\"  data-original_url='https:\/\/vimeo.com\/500560000'><script type='text\/html' class='av-video-tmpl'><div class='avia-iframe-wrap'><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/500560000?dnt=1&amp;app_id=122963&autoplay=0&loop=0&controls=1&muted=0\" width=\"1280\" height=\"720\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe><\/div><\/script><div class='av-click-to-play-overlay'><div class=\"avia_playpause_icon\"><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-7  el_after_av_video  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>SEO and Influencer Marketing<\/h2>\n<h3>Nettl Academy SEO Live Event! Session 11<\/h3>\n<p>This session is the eleventh in a new series of live events from Nettl. This week they&#8217;ll explore what influencer marketing is and how to get the best return from it.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193\">\n#top .hr.hr-invisible.av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-jp00gvdr-98d064f8eb1dbe52dc1f9fd3cb904193 hr-invisible  avia-builder-el-9  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-1txvxe9-b00ea93861545631179200d41110c8e4 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>What is Influencer Marketing all about?<\/h2>\n<p>Influencer marketing is a buzz word at the moment, with more and more influencers starting every day, how can they be used to help with your business.<\/p>\n<p>We covered hot topics such as:<\/p>\n<ul>\n<li data-key=\"59\">Using influencer marketing to improve SEO;<\/li>\n<li data-key=\"59\">Building and managing relationships;<\/li>\n<li data-key=\"59\">Expanding your reach and engagement with influencer\u2019s audiences;<\/li>\n<li data-key=\"59\">Working with influencers on a small budget or for free;<\/li>\n<li data-key=\"59\">Measuring success<\/li>\n<\/ul>\n<p>Plus the team were on hand to answer questions. Keep an eye out for more live sessions. If you have questions in the meantime contact your local team and we&#8217;ll be delighted to help.<\/p>\n<p><a href=\"https:\/\/www.nettl.com\/uk\/seo-creating-compelling-content\/\"><strong>Check out the next video in our SEO webinar series<\/strong><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Today we are going through influencer marketing as an SEO tactic. Influencer marketing is a big thing at the moment. You all probably follow influencers in some way. Beth is the expert on influencer marketing, she\u2019s going to take you through it and you then might be able to use it for your business. It\u2019s not just for the likes of those massive e-commerce companies paying Kim Kardashian millions of pounds to post something on instagram. It is accessible to everyone, if you know how to do it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">My name is Beth. I&#8217;ve worked in PR and social media, which obviously includes influencer marketing, for around five years. I&#8217;ve run lots of different influencer marketing campaigns for huge national brands right down to small local independents. So I thought I&#8217;d be fairly well-placed to run through today&#8217;s session and hopefully answer any questions you may have.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An overview of what we\u2019re going to go through today: an introduction to what influencer marketing is, what makes an influencer, then looking at how we understand different types of\u00a0 influencer &#8211; it\u2019s not the same for every type of company, it\u2019s scalable &#8211; you identify them and see how they differ and how they could work best for you, picking the perfect ambassador &#8211; we\u2019ll give you some tips on how to make sure the influencer is the right fit for you, that\u2019s the most important thing &#8211; then moving on to devising strategy with SEO in mind. We&#8217;ll go through four online goals and look at how influencer marketing can boost SEO within them and how collaborations could between the influencers and yourselves. Some social housekeeping to ensure your pages are in top shape before you land an influencer partnership &#8211; something that\u2019s really important and maybe even your first step. A how to guide, a quick 101 on how to get you up and running today, if you decide this could be for me, with some key takeaways to remember.\u00a0<\/span><\/p>\n<h3>Introduction to influencer marketing<\/h3>\n<p><span style=\"font-weight: 400;\">I&#8217;ve started this off with a quote and it is a quote from Mean Girls but I think it is really important to show the scale of influence and how it creates a domino effect. It says: \u201cone time I saw Cady Heron wearing army pants and flip flops. So I bought army pants and flip flops.\u201d It just relates back to how everyone is guilty of benchmarking their success with others and looking at one person as their idol. Social media is just taking that to another level &#8211; what was traditionally known as keeping up with the Joneses has turned into keeping up with the Kardashians.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I do like to mention Kim because I think she\u2019s a really good example of how people can use social media to drive success. Everybody\u2019s heard of whether they like it or not. Social media in general encourages us to look into other people\u2019s lifestyles, whether it\u2019s looking at what celebrities are doing or what your friends are doing or even your enemies. What started up as a photo sharing platform became \u2018look at what I have\u2019, it\u2019s there to boast, it\u2019s there to push out your life. Whether it\u2019s something in your house, what you\u2019re eating, what you\u2019re doing, where you\u2019re going, every single thing.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also a way for celebrities to inspire others and also allow the public to aspire to be them and so on. It all comes back to the idea that the expensive lifestyle that you\u2019re buying into, everyone wants it but it\u2019s unattainable.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Influencer marketing is scalable. It\u2019s different for everyone but the psychology is you\u2019re following and engaging with an influencer so they\u2019re your friend, you\u2019re in the know and you\u2019re up to date.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So looking at that scale. The rise of the influencer has opened up so many new doors and streams of revenue for brands. Brands in all verticals have used micro and macro influencers to promote their offerings. They both offer huge SEO value. You might even hear the term \u2018micro-influencer\u2019 interchanged with nano, and \u2018macro\u2019 interchanged with maxi or super. It\u2019s all very interchangeable but it essentially means small to large.<\/span><\/p>\n<h3>Good examples of influencer marketing<\/h3>\n<p><span style=\"font-weight: 400;\">The example on the left is from L\u2019Oreal and their True Match foundation a few years ago. They were basically the first cosmetics company in the market, shockingly, to offer up to 40 shades to people of colour. So they were the first people in the cosmetics space to diversify their offering. They pushed out through a micro influencer campaign. The reason they did this is because they didn\u2019t want a big celebrity behind the face of their campaigns. They didn\u2019t want an endorsement. They wanted real people, real faces. The proof was there so for every \u00a31 they spent on advertising they made \u00a33 back. They had over 250,000 new customers. They became the market leader within six months after being way behind the trails for three years.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It goes to show that it\u2019s really scalable to any budget because, even though it\u2019s a household name, the amount of money they spent on that advertising campaign was actually minimal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the right, another Kardashian. This photo that she\u2019s taken with these hair minerals, she\u2019s probably never tried them, doesn\u2019t want to try them, she has no other point in publishing this other than money. The thing with macro influencers is yes, it\u2019s great you\u2019ve got that big budget and a massive reach but how many conversions can you get? Where is that return on investment? Is it credible? It\u2019s scalable to any budget if you find the right person. That is key.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It sounds silly but there are collaborations out there that really just don\u2019t make sense. Choose that influencer that will instantly spark sense to the user. If it\u2019s not on brand, it may be completely off brand. It\u2019s as silly as a bodybuilder promoting KFC. You\u2019ve got to find someone who does make sense and build a relationship with them.<\/span><\/p>\n<h3>Bad examples of influencer marketing<\/h3>\n<p><span style=\"font-weight: 400;\">Over the years there has been the good, the bad, and the ugly. It\u2019s not as fluffy as it seems with the big celebrities. It\u2019s hard work. These are two examples of campaigns that have flopped over the years and I think they\u2019re good ways to show the thought that\u2019s got to go into it. The one on the left is from Sunny Co Clothing, around the time of the Baywatch remake, they offered free red swimsuits to people who commented and they were a small company that were looking to scale but the bad thing was that they didn\u2019t have the stock and couldn\u2019t fulfil that promise. There were over 3000 entrants into the competition and only about 30 swimsuits were sent out. So they did get that reach, the followers but then they disappeared. Through that, they\u2019ve potentially annoyed people that now won\u2019t come back in the future. You\u2019ve got to be clever about it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The one on the right, another Kardashian. This is Scott Disick, he used to be married to one of the sisters and he did a collaboration with Boo Tea. You can see on the screen that his caption says \u2018here you go at 4pm eastern standard time, write the below caption\u2019. So he\u2019s literally just copied and pasted it. It\u2019s not credible, it\u2019s not how people should be working with influencers.\u00a0<\/span><\/p>\n<h3>How to find the perfect ambassador<\/h3>\n<p><span style=\"font-weight: 400;\">When you\u2019re finding that perfect ambassador, it comes down to one point: you\u2019ve got to expose your brand, entice your audience, and engage with your audience. How you want to do that is push social down your sales front. Everything comes back to sales. But to do that it\u2019s got to make sense. This is just a little bit of a hit list on how to find that perfect ambassador. Firstly, have they tried and tested your product? I like to give an example of a soap company: are you going to send them out to random people or are you expecting them to post about it without even having tried it? It\u2019s not credible. Get the product into their hands and get them to try it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Are they known for opinions in that field?<\/strong> Again, if you\u2019re a small soap producer, are you going to target a local blogger who talks about food? Probably not. The platform is credible but it\u2019s not that relevant. You\u2019re looking for skincare people, you\u2019re looking for people of that target audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Is the perfect ambassador genuine and down-to-earth?<\/strong> Yes, they\u2019ve got to be. If the person you\u2019re reaching out to doesn&#8217;t speak to their followers a lot or they seem a bit contrived, they\u2019re probably not the right person for you. You want someone who always seems like an everyday person but has got that nice following behind them. You want them to have a loyal and engaged following. There\u2019s no point posting things and not having people speak to them. You want to see that people have bought into their lifestyle. You want to see things like \u2018oh my god, that looks amazing\u2019 or \u2018oh my gosh, you\u2019ve mentioned that before\u2019. You want people to engage with them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, <strong>the perfect ambassador will want to work with you, not for you.<\/strong> You\u2019ll notice they\u2019ll recommend content, they\u2019re really excited about collaborating just as much for you as they are for them. You want them to take pride in your work. You don\u2019t want someone who\u2019s very by the book, you want someone who\u2019s like an extension of your business, almost like a friend of the business. That\u2019s what we\u2019re looking for in an ambassador.\u00a0<\/span><\/p>\n<h3>Influencer warning signs<\/h3>\n<p><span style=\"font-weight: 400;\">On the flip side, there\u2019s some warning signs. You might not get these with a lot of small influencers but it\u2019s always worth being on the lookout if you\u2019re going to be aligning your brand with theirs. If they\u2019ve got bad press or they\u2019re a notorious figure, depending on what brand you are but most of the time you don\u2019t want to align yourself with that.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Endorsements of opposites,<\/strong> like I said with the KFC and the bodybuilder, if you\u2019re a small scale body builder you\u2019re probably not going to want to target a food blogger who promotes Slimming World. You want to get someone in your niche, not the opposite of it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Fake followers or spam bots.<\/strong> You can just google \u2018engagement calculators\u2019 or \u2018follower calculator\u2019 and it\u2019ll show you if they\u2019ve bought followers or comments. To the naked eye, sometimes you can\u2019t see and it\u2019s useful just to go on these sites and use the quick free tools to see if they are credible people, especially if you\u2019re looking to start paying for people and giving them a piece of your services.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Distasteful views or language.<\/strong> Again, if you\u2019re a small family-run business, you\u2019ve got to be thinking about how this person presents themselves on socials. For example, an influencer I\u2019ve worked with before, I\u2019ve had to look out for things like uploading when drunk or maybe some of the phrases they use use offensive language. You\u2019ve got to look at what they push, they will be an extension of your brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Affiliation with similar brands.<\/strong> Something you\u2019ve got to look out for with the medium to larger sized influencers is they\u2019ll be bought into deals. For example, if you\u2019re a soap company and they\u2019ve been bought into Dove, it might be that they actually cannot work with you because of contractual reasons. Similarly if they promote every other soap company out there, you want to stand out, go somewhere else. Go to someone else who will hero your brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In general, you want them to live and breathe the same values. If you\u2019re tying yourself to them, make it completely transparent and make sure that person is exactly like you are.\u00a0<\/span><\/p>\n<h3>Goals for influencer marketing<\/h3>\n<p><span style=\"font-weight: 400;\">Now you\u2019re armed with that knowledge. But what do you want from it? Brand exposure? New social followers? Backlinks to your site? Sales? Influencer marketing contributes to all of these things in different ways. It is easier, if you\u2019re B to C, if you\u2019ve got physical product offerings but there are ways to work around it. As long as you pick the right influencer, you can tap into all of these things.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What we\u2019re going to look at now is the different goals and how they boost SEO efforts. Just a little stat I want to include here: 90% of people get recommendations from other people rather than brand ads. It\u2019s interesting to know because influencer marketing is almost more in line with word of mouth than it is advertising because these people think that influencers are their friends, their family, so they trust them a lot. Use them, use their platform, and use it for the right benefit.\u00a0<\/span><\/p>\n<h4>Goal one: increasing your online visibility<\/h4>\n<p><span style=\"font-weight: 400;\">Let\u2019s run through these goals individually and see how they can be supported at every touch point. Goal one: how can you increase online visibility. Influencer marketing is a great tactic to get your name out there. If their content is appealing, enticing, good quality and they work really hard to make sure their work is of good value and it\u2019s not spammy. You can increase your own online visibility by using their platform to push your platform out there. That can be seen in various different ways, that could be backlinks to your site. If it\u2019s someone local or someone more relevant and in your niche it\u2019s much more useful as it comes back to the fact they convert and it\u2019s more reliable.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Work with them to increase your own online visibility as well as theirs. You go to the influencer and say your keyword research or that you\u2019ve done the SEO academy at Nettl and say \u2018did you know there are 500 searches a month for this term, it\u2019s linked to my product offering, this is what I do, I think if we were able to work together I think your followers would be really interested in this\u2019. It\u2019s about making it really desirable, putting a package on a plate for them. Typically, they\u2019re happy to help. Discuss how the keyword rankings benefit them as well as you. All they think about is their followers.\u00a0<\/span><\/p>\n<h4>Goal two: increasing quality traffic<\/h4>\n<p><span style=\"font-weight: 400;\">Goal two: increasing quality traffic. The key point here is relevancy. If you go for smaller, niche followers that tick the boxes that makes sure the traffic is of really good quality. They\u2019re more loyal, they\u2019re more interested therefore they\u2019re more likely to convert. So you\u2019re better off having five smaller influencers rather than fifty big ones even if budget wasn\u2019t an issue because you\u2019re tapping into that relevant niche, you are speaking to people who are relevant. They\u2019ll work with you to increase this traffic. They\u2019ll be working on things like anchor texts in SEO, they\u2019ll be looking at landing pages, inclusions of keywords. All these goals tie into one another but influencers do touch on each individual touch point.\u00a0<\/span><\/p>\n<h4>Goal three: increasing social following<\/h4>\n<p><span style=\"font-weight: 400;\">Goal three: increasing social following. So this is a bit of an easier one, so things like competitions, driving people to your page. Using the influencer\u2019s platform as a podium. At the end of the day, they know what their audiences like most. To be honest, if they didn\u2019t like your offering, they wouldn\u2019t be partnering with you, especially if you picked that credible person. So to increase social following, tap into different trends, different audiences, tell a story that encourages people. Use the influencer and get them to impart wisdom onto their audience because at the end of the day, if they are seen to endorse your product or your offering or your social media pages as soon as they collaborate with you and that\u2019s driving their followers to you.\u00a0\u00a0<\/span><\/p>\n<h4>Goal four: increasing reach and engagement<\/h4>\n<p><span style=\"font-weight: 400;\">Goal four: increasing reach and engagement. This goal compliments the others, it goes hand-in-hand with them. If someone visits your social page or your blog and they like what they see, they will engage. Once you\u2019re there, your reach is already maximised. If they share, that\u2019s just a bonus. Coming back to the relevancy point, if someone\u2019s super interested in skincare, maybe a soap company made this range of products, it\u2019s likely that they\u2019ll share it with their followers and friends because they\u2019ve probably got friends and followers that like similar products.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These influencers that you\u2019re partnering with, they\u2019ll have personal goals that they\u2019ll want to reach and engage with. They\u2019ll do things like post questions, do that too and you\u2019ll instantly see an increase in your reach.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a nutshell: what is your business objective? What do you want from it? Figure out a strategy from there. Who is the perfect influencer? Touch base, negotiate a deal. How does the content\u00a0 look? Do you continue working with them? Is it just a one-off thing? Pull those benefits in, keep tracking the success on something like Google Analytics, it depends what channel you\u2019re using. It\u2019s a fairly straightforward process once you get into the swing of it.\u00a0<\/span><\/p>\n<h3>Caveat for working with influencers<\/h3>\n<p><span style=\"font-weight: 400;\">I\u2019ve put a little caveat at the bottom, if you are collaborating with influencers &#8211; especially if you\u2019re giving them a product or a service or even a fee for their work &#8211; make sure they are in touch with the latest ASA requirements. A lot of influencers have come under fire for not disclosing that their work is paid or gifted. It comes back to the credibility thing, you just want to make sure that they are ticking that box there.\u00a0<\/span><\/p>\n<h3>What would my posts look like?<\/h3>\n<p><span style=\"font-weight: 400;\">So you might think, \u2018right, how does this look? I might use influencer marketing, I have a bit of an understanding of what it does for me but what sort of posts could they be?\u2019 The little venn diagram on the right is really useful: the influencer section is people who maybe haven\u2019t heard about your brand but would be good examples of people to reach out to; the green brand advocates are people that already like your brand and are perhaps already shouting about your brand; the organic influencers in the middle are people with a following that are shouting about your brand. Ideally, you want to be moving as many people in that yellow category into the blue. Find people with a following and get them to endorse your brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what will the posts look like? <strong>If you have a physical product, send them it for a review.<\/strong> Can you do something a bit more creative with a bit more money behind it? If you\u2019ve got a bit more money, could you send them a hamper or something a bit more creative to show that you\u2019re following them well and you\u2019re interested in them yourself? If it\u2019s their birthday, could you send them something? This is really good if you\u2019re a food brand. Who doesn\u2019t love free food on their birthday? Anything personalised is always great. What they\u2019re going to do is they\u2019re going to review in the form of a blog post or they\u2019re going to start posting about your brand on social media. These are all ways of how you reach out to them and they give you something back.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another idea which could work well if you\u2019re really into the local angle is to offer to <strong>pay for small influencer trips in the local area<\/strong>, perhaps including a trip to your establishment if you\u2019re a small shop on the local high street, for example.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Outreach is really good<\/strong>, it\u2019s something I do almost everyday. Although a lot of people view it as almost cold calling, you are touching base with people who are probably in that yellow section on the diagram and it\u2019s really good to put your brand in front of them. It\u2019s really good to make random influencers aware of your offering, is there anything that takes their fancy? Is there anything they\u2019re working on that you could work with them for? Some people view this as a bit salesy and aren\u2019t that comfortable doing it, another easier way is to have a PR enquiries section on your website to drive people and show people you are PR friendly.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the <strong>brand awareness pieces<\/strong>, if you are a small business, maybe you\u2019ve got a sustainable or a charity offering, reach out to influencers in that space. More often than not, it\u2019s something they\u2019d like to align themselves with or maybe become an ambassador. These are really good selling points for influencers who are looking to grow their following as well as, at the end of the day, it looks really good for them.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Affiliate programmes or hashtag ads.<\/strong> Affiliate programmes are more of a long term partnership looking at perhaps a kick back in profits per sale for them. Partnerships, in terms of hashtag ads, are more one off and you\u2019re paying them to say something on behalf of your brand or to endorse your brand publicly. A lot of the content you\u2019re scrolling through on your feed on Facebook or Twitter or Instagram, you\u2019ll start noticing that is hashtag ad or hashtag affiliate. With the ASA requirements, they will be required to use those hashtags so keep an eye out now you\u2019ve been made aware of them and try to think about them in the smaller scale and perhaps how you could use them for your business.<\/span><\/p>\n<h3>Tips for getting people to convert<\/h3>\n<p><span style=\"font-weight: 400;\">Tips for you. You\u2019ve driven an influencer to your page but really it\u2019s got to be good in itself if you want somebody to convert. These are really basic tips but they are something that is often overlooked.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Response times on Facebook.<\/strong> If you\u2019ve got a shop on Facebook and you\u2019re running a page where you perhaps offer to inbox customer services, make sure your response times are okay. You\u2019re not leaving it two days to get back to someone\u2019s small inquiry, say if they\u2019re asking what a phone number is via direct message. Even if it\u2019s a little placeholder message saying \u2018sorry, I\u2019ve just picked this message up, I\u2019ll speak to the team and get back to you\u2019. You\u2019ve got to get that response time built up because it\u2019s going to be one of the first things appearing on your Facebook page. It will literally appear on your page with \u2018response time two days\u2019, \u2018response time two hours\u2019. It will move from green to red. The quicker you can get there, the better. It looks like you\u2019re really engaged with your followers and you\u2019re here to help. Then they\u2019re more likely to drop you a message than drop lengthy emails if they just want a quick little answer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Strong branding.<\/strong> Again, it depends on what type of brand you\u2019ve got but you should all have something that is instantly recognisable to you on social media. Whether it\u2019s the tone of voice or\u00a0 visually the colours or the styles, maybe you push out a certain type of illustration or whatever. Not many brands, especially when they\u2019re smaller, have the budget to be able to take people on to create nice stuff on social media. There\u2019s lots of guides online on how you can do it yourself, even use your own iPhones or Androids to take your content up a notch. Make sure it all looks like you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Quality of posts over quantity.<\/strong> Don\u2019t feel like you have to put something out everyday. Actually, platforms like Facebook and Instagram penalise you for it. Post when your followers are active, post when it makes sense, when you\u2019ve got something to say. Don\u2019t post when you haven\u2019t got anything to say.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Community engagement.<\/strong> This is another way of saying show your followers some love. So if they comment on something, comment back, like it back, start a conversation. This is where they get down to the nitty-gritty of your brand and see what you are like in terms of your personality.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Relevant hashtags.<\/strong> Obviously hashtags, as you all know, maximise reach. People are tapping into these everyday globally, any you can include that are relevant to your topic, include them. Any similar accounts you can tag in photos on Twitter &#8211; you can tag 10 similar accounts &#8211;\u00a0 for example, if you\u2019re a small handmade home accessories, you\u2019re going to want to be tagging in interior design accounts, anything you can that\u2019s relevant to maximise your reach.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Abreast of current trends.<\/strong> Ensure you\u2019re all following the news, as daunting as it is lately. Anything that comes up in your niche or in your area, talk about it. Show you\u2019re an expert in that field, show you\u2019re up to date. Give people something to talk about and to come to your platform for.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Realistic timing.<\/strong> This is an important one. For example, if you used to get up at 5am to go to the gym, please be mindful that most of your followers aren\u2019t up then as well. You\u2019re probably best off waiting till just after lunch to start posting and then get it in front of the right eyes.\u00a0<\/span><\/p>\n<h3>Step-by-step guide on getting started<\/h3>\n<p><span style=\"font-weight: 400;\">You might be thinking, \u2018how do I actually start this?\u2019 I\u2019ve got to be honest, influencer marketing probably won\u2019t be as relevant or as easy for all businesses and niches. If you\u2019ve got a physical product that you can gift or a physical location that people can visit or you\u2019ve got an online website with e-commerce or a specific niche where influencers following can get you more followers. These are all the types of things you could greatly benefit from. There are ways to make it work with business to business but these are definitely the easy wins. If you fit into more than one category, I\u2019d say give it a go.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a little step-by-step guide. The first thing is that <strong>value exchange<\/strong> &#8211; what can you offer in return? Is it a product, is it a location? Look at how much you can afford to give away and how often. You really need to be looking at return on investment on this. You don\u2019t want to be putting yourself too far out there if you can\u2019t afford to be doing it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Decide your objectives<\/strong>, what do you want from it? Do you think \u2018actually there was a huge trend with my product last year but I didn\u2019t get any shout back so I\u2019d like to get more Instagram followers because I think I\u2019d get more sales that way\u2019. Then figure out where you go from there.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once people are already engaging with your company &#8211; these are the green people in that venn diagram &#8211; you\u2019ll get social media comments, you\u2019ll get positive reviews. These are the people that first and foremost you want to be shouting about. They\u2019re already brand advocates so make sure you\u2019re doing that community management, make them feel loved. If not and you\u2019re partnering with influencers in the meantime, they can often feel put out.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Search hashtags on Instagram<\/strong>. Again, if you\u2019re a soap company search #skincaresunday. They are great ways of putting your content in front of relevant audiences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Look at your competitors\u2019 instagram accounts<\/strong>. If you see a brand and you think, \u2018I\u2019d love to be like them\u2019 or you really like the stuff that they push out or their sales are much better than ours, look at what they\u2019re doing, what type of people are they following, what type of people are following them? Find people interested in that niche or area. Once you go from there there is a bit of a domino effect. Sometimes if I\u2019m looking for bigger influencers, I might look at a certain influencer followed by a brand I like and then look into what influencers that influencer follows. It\u2019s a bit of a chain effect, take your time on it. A good example would be if you\u2019re a children\u2019s clothing brand and you\u2019re looking to target mums, you can talk about lots of different niches around that subject and find people that are really on your hit list.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve got that list, <strong>relate it back to your ROI and what you can actually afford to work on<\/strong>. Create a list of different people you want to work with and on different scales. If you\u2019re thinking \u2018this person has only got 200 followers but I think they\u2019re really relevant to my platform so I could afford to give them two pieces of this soap and send it to them in a package\u2019. \u2018This person has 2000 followers and they actually said they\u2019re going to write a blogpost as well and include all these awesome keywords that I want to rank higher for so I\u2019ll send them a \u00a320 Amazon voucher for their time\u2019. You can scale it up. I\u2019ve been involved in campaigns where people literally get thousands of pounds so it\u2019s scalable and go from there.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are speaking to the right people, you\u2019ll often find that you won\u2019t really get people asking for much money. Often they\u2019re more than happy with a gift with these smaller influencers and then obviously that\u2019s helpful for you because then you haven\u2019t got to fork out too much.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Go onto one of those online calculators<\/strong>, have they got good engagement? Check if they\u2019ve got comments and likes that are credible and are relevant to the image. If you\u2019ve got ones that are just emojis or are a bit irrelevant, this is probably because they are bought. Just have a little look, it doesn\u2019t take too long.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then you\u2019ve got to <strong>just take the plunge<\/strong>. Reach out through direct message or email, say to them \u2018this is what I\u2019m working on, are you working on anything similar? I\u2019d love to work with you, I think your followers would really enjoy my product. Here\u2019s a discount code of your name and if you enter that into my Shopify account and your followers will get 10% off\u2019. They like to give stuff back to their followers as well so things like that are really useful if you can afford to do that. These little incentives are really useful.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Discuss what they\u2019re worth but make sure they understand your brief<\/strong>. If there\u2019s something you particularly want to shout about, make sure they\u2019re aware of it. Make sure they disclose it as hashtag ad, you don\u2019t want yourself getting into trouble. Make sure they\u2019ve got everything they need and once they do and they get that content live, you need to be tracking the performance to be looking at your return on investment because you might see, actually, yes it was okay but maybe influencer marketing didn\u2019t quite get it or it wasn\u2019t necessarily worth my time. Or maybe that worked well and if I do it bigger next time that could work even better. Track your following on Instagram. Track your website visitors. Any people that you do give a promo code to track the usage of that on your e-commerce site.\u00a0<\/span><\/p>\n<h3>Key takeaways for influencer marketing<\/h3>\n<p><span style=\"font-weight: 400;\">Key takeaways. First one: if you\u2019ve got nothing to lose, just try it. Always ensure your branding, your social media and your web are perfect. As a small business owner, you\u2019ve got a lot on your plate already so don\u2019t bite off too much. Don\u2019t throw something new into the mix if you\u2019re not completely happy with what\u2019s already there. Perfect that and then influencer marketing is definitely a good next step for people. Think about what they can do for you. If the value isn\u2019t that much, maybe move on to someone else who can guarantee something a bit more. Relevancy over reach, get nice people working with you and build that relationship. Always negotiate. If they\u2019re asking for a lot of money, kindly step away and move onto something else. Especially if you\u2019re a small business, you\u2019re going to want something that has more longevity to it. Gifting little products here and there will give you a good return on your investment. Take advantage of their experience, a lot of them have worked in PR or media or journalism so ask them for their suggestions. Even if they\u2019re university students, they\u2019ve been in the industry through work placements, et cetera, they understand the social sphere really well, their content production skills are amazing. Just ask for their suggestions. Be quite transparent with them and you\u2019ll often find that works best. Finally, make them feel loved. They\u2019ve come under fire in recent years, they\u2019re not treated as well, they\u2019re not given much credit so make them feel loved and build that relationship.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a lot of information at once but hopefully it\u2019s given you a good indication of how to get influencer marketing up and running and how it can boost your SEO.\u00a0<\/span><\/p>\n<h2>Q&amp;A<\/h2>\n<h3>How would influencer marketing work with B2B?<\/h3>\n<p><span style=\"font-weight: 400;\">I see how this would benefit B2C but how would this work with B2B? Or if you are providing a service, how do influencers provide value? It will benefit certain types of businesses more than others but there\u2019s ways for it to work for B2Bs. Presuming you\u2019re all on LinkedIn, you will have thought leaders in your field that have a good following that will almost act as that influencer for you. They will work with you just like a small-scale Kim Kardashian. They\u2019ll work with you on creating that content on LinkedIn, especially if they\u2019ve got followers in your niche. As long as it\u2019s relevant, run with it and I\u2019m sure you\u2019ll see the results.\u00a0<\/span><\/p>\n<h3>How do you find influencers?<\/h3>\n<p><span style=\"font-weight: 400;\">Are there lists of influencers, how do you find them? Yeah, there are some influencer marketing agencies and they\u2019re huge, they deal with people who want thousands of pounds for each post. It depends on what scale you\u2019re looking for but searching hashtags and finding out people that post that kind of content will help you find influencers within that field. Literally just go on Instagram &#8211; that\u2019s a free tool so that\u2019s really good. There are some talent agencies if you\u2019re looking to take it up a step. They will post their talent and show you what type of influencer they are. If your business is also in a specific area &#8211; so if you\u2019re in Cheltenham, for example &#8211; you could google search \u2018influencers in whatever area you\u2019re in\u2019 and there might be some blog articles on different influencers in the area. Or you could google \u2018influencers in fashion\u2019, for example, and there\u2019ll be different ones that will come up. It\u2019s a bit of detective work really. I\u2019m from Cardiff and I used to work on a lot of campaigns in the local area and I\u2019d always search \u2018hashtag Cardiff blogger\u2019 and there\u2019d be loads of people who are into these conversations. Try lots of different terms and more often than not you\u2019ll find people that fit the bill.\u00a0<\/span><\/p>\n<h3>Engagement calculators<\/h3>\n<p><span style=\"font-weight: 400;\">You mentioned a calculator, where can I get that and how best to use it? So you can just google things like \u2018engagement rate calculator\u2019, it\u2019ll be one of the first things to appear on Google. Essentially what it does is you just type in the username of the person who you almost want to vet and what it\u2019ll do is it\u2019ll show their engagement rate. It shows credibility. The average is 2% which sounds really low but actually that\u2019s really good. Anything below that, you want to start rethinking. There\u2019s lots of how to guides but the calculators are really easy to use and it\u2019ll do all the work for you.<\/span><\/p>\n<h3>Expectations for return on investments<\/h3>\n<p><span style=\"font-weight: 400;\">From your experience, what would be your expectation of return on investment? That\u2019s a really hard one, that depends on what you offer. I\u2019ve never worked on a campaign that hasn\u2019t brought back what the investment was and more. It really does depend on what you\u2019re able to offer. It probably comes into the research you do first. If you don\u2019t do much research and you just contact someone because you think they look okay and it comes back to the influencer not being relevant to your business. If you\u2019ve chosen the wrong person, the return on investment isn\u2019t going to be very good. What I would recommend is testing it. Say you sent out one product to a customer and it cost you \u00a350 to send and gift that, then you are somehow able to track with a code that you give people that you got ten people in return for that \u00a350 product then you can work out your cost versus what you got back and then you can work out your return on investment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ultimately, there\u2019s not one specific return on investment figure but if you start testing you can then work out what your return on investment should be or what would be a good return on investment. You can then always compare it to other marketing channels. If you do anything paid at the moment and you spend \u00a3300 on something and you only get ten sales but you end up spending \u00a350 on this by giving a product to someone and make ten sales then you can see that maybe the return on investment of influencer marketing is good for you. It might not be good for some businesses so you should compare it to your other channels to see if it\u2019s potentially not working. Especially if you\u2019re looking to medium to large scale influencers, a lot of them will come to you with case studies of when they\u2019ve worked with other brands and they will show you the return on investment for when they\u2019ve worked with other brands. If you do have the money to fork out, they will put that on the plate for you as well.\u00a0<\/span><\/p>\n<h3>Are some platforms better than others?<\/h3>\n<p><span style=\"font-weight: 400;\">I\u2019ve been approached by an influencer who\u2019s got thousands of followers on TikTok but hardly any on Instagram. Are some platforms better than others? It depends on what you want to do and where your audience is. If you think of the age and demographics of your target audience, are they more likely to sit on TikTok or Instagram? If it\u2019s TikTok, definitely go from there as long as their engagement rate is good. But if it\u2019s Instagram, you probably want to find someone else who\u2019s got\u00a0 a higher Instagram following. It might be the case that they started off in TikTok and then started an Instagram so it might be worth finding that out. If they were TikTok famous. Where ever your followers are and your target audience sit, go from there. You want to be in the places that they\u2019re looking for you in. Also make sure you can track the success of it. Don\u2019t gift someone or pay someone with no way of tracking the success. If it\u2019s easier to track something on Instagram than TikTok for you then you might want to try a different platform.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you\u2019re not on TikTok and you think if I do it on Instagram, that\u2019s actually driving people to your instagram page so it\u2019s almost killing two birds with one stone. Maybe it\u2019s driving people to your site by swiping up on Instagram stories. Whereas if you\u2019re not on TikTok you\u2019ve almost lost a possible other conversion from that as well.\u00a0<\/span><\/p>\n<h3>Best ways to find an influencer<\/h3>\n<p><span style=\"font-weight: 400;\">What is the best way to find an influencer? I\u2019d definitely start through Instagram or Twitter. Sometimes even searching the hashtag \u2018blogger request\u2019 and if you search through that, you\u2019ll find loads of creators looking for different types of products to review. An example tweet would probably be: \u2018#bloggerrequest I\u2019m looking for a skincare product to review in my upcoming blog, please contact me\u2019 then they\u2019ll put their email and that\u2019s a great opportunity to jump on. There\u2019ll be conversations that are already going on so definitely tap into those, get your brand out there in as many ways as possible but also look at who\u2019s following who on Instagram and you\u2019ll probably find a lot of relevant people there. Also if you don\u2019t know what is a hashtag that people use, you can put the hashtag in and Instagram shows you how many times that hashtag has been used. If you put it in and it\u2019s got no use then it\u2019s probably not the right hashtag that\u2019s relevant to your business or your niche. If you\u2019re stuck on what hashtags you should be using, it\u2019s just a small google search and there\u2019ll be little bots and calculators online that will create them for you.\u00a0<\/span><\/p>\n<h3>Is there a rule of thumb for cost versus influencer reach?<\/h3>\n<p><span style=\"font-weight: 400;\">Is there a rule of thumb for cost versus influencer reach? I wish there were. It\u2019s really scalable. I\u2019ve worked with people with 1.5 million followers that would be just as happy with a gift if they really liked the brand and then I\u2019ve worked with people with 300 followers who are asking for \u00a3100 and the product to be gifted. I wish there was a one size fits all approach but there definitely isn\u2019t. It\u2019s more personalised so be looking at your return on investment. They might be able to give you some metrics on how much reach their posts have. If they have 500 followers and approximately 350 see those posts on a daily basis, you need to start thinking about which ones are more likely to convert. How much money could you make from that? What can you afford to put in? I wish there was but sadly not. It\u2019s a bit of a learning game with influencer marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additional point is that if you\u2019re doing outreach by doing it yourself, you probably will get a lot of people that will come back and straight away ask about money and that kind of thing. The best thing you can do is try to build some kind of relationship and choose the right people. If it\u2019s someone already using your products, you can say \u2018great, I can see that you are using our products and you like it, can we discuss this?\u2019 and then it\u2019s not a completely cold outreach. You might even be able to find people who have already reviewed your products. I think the rule of thumb is to find the right people. You might be able to build a relationship, you might be able to get costs down.\u00a0<\/span><\/p>\n<h3>SEO tips for photographers<\/h3>\n<p><span style=\"font-weight: 400;\">What are SEO tips for photographers? For just plain photographers, if they\u2019ve got a blog they\u2019re more than likely creating their own blog content around that so if you can give them any tips that are, for example, \u2018there are this amount of people searching for this term\u2019. Maybe you\u2019re going to a food blogger because you\u2019re a small artisanal chocolate maker, you\u2019re going to be searching \u2018homemade chocolates\u2019, for example, or terms like that. You\u2019re going to be finding the monthly search volume and you\u2019re going to be going to the photographer and you\u2019re going to be saying \u2018if you work with me on this content and include those keywords, it\u2019ll be really beneficial for you because there are X amount of people searching for this every month and that\u2019s exposing your brand as well as mine\u2019. That\u2019s where they\u2019re more likely to collaborate with you because you\u2019re showing them their benefit as well. So as much as their followers are interested in it, what\u2019s the benefit for their personal brand that\u2019s almost threefold.\u00a0<\/span><\/p>\n<h3>Age demographics for different platforms<\/h3>\n<p><span style=\"font-weight: 400;\">What are the age demographics for different social media sites? You can type that into Google and there\u2019s a statistics website &#8211; can\u2019t remember what it\u2019s called &#8211; that comes up and tells you the demographics for different people on different social media sites. You can also check on your own social media, on Facebook you can check the demographics of the people visiting your Facebook page if you have one.\u00a0<\/span><\/p>\n<h3>SEO tips for bloggers<\/h3>\n<p><span style=\"font-weight: 400;\">SEO tips for blogging. I would say keyword research. If you want to improve the SEO of your website through influencer marketing or through any other SEO activity, make sure your website is targeted and is relevant to your business or whatever you\u2019re trying to achieve. If you\u2019re a food blogger then do some keyword research around food blogging. There\u2019s lots of different tools out there, just type in \u2018free keyword research tools\u2019. There\u2019s one called Uber Suggests. Another called peoplealsoasked.com which gives you questions that people are asking about food blogging, for example. Lots of free keyword research tools. It\u2019s all about making your website and whatever you\u2019re doing for your marketing relevant. Google\u2019s and any search engines\u2019 algorithms now are focussed on relevancy. I can\u2019t stress enough that you need to be talking about and need to be marketing related to what you do as a business. I always go back to when I worked at a previous company, we used to do a lot of cat memes on Facebook and they performed really well, people loved seeing things about cats and dogs, and the engagement rate was great but we were a financial services company. It was completely pointless because no one was actually coming to the website to buy our product. You really need to be doing things that are relevant to what you\u2019re trying to achieve and what your objectives are. 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