Onalytica – Connecting brands and influencer communities to create inspiring content
The Silicon Review
Onalytica is an award-winning influencer marketing software platform that connects brands with topical influencer communities and helps them to scale and structure influencer programs globally. Influencer Marketing is still an emerging category with brands and influencers both figuring out how to best work together for mutual benefit in an environment with no rules. Onalytica provides the software, professional services and consultancy to help clients run successful influencer marketing programs and integrate influencer marketing into their wider social advocacy strategy.
Connecting brands and influencer communities through robust solutions
Brand Awareness & Perception: Influencers can be integrated into so many areas of marketing activity. Everything from content marketing, events strategy, thought leadership content creation, product innovation and PR. Onalytica can help you find the relevant influencers to support your use case and adapt your program to fit your objective
Be the first brand your customers’ think of by remaining front of mind at all times. Build & sustain relationships and create content with the key individuals that influence your target audience’s decisions. Off the back of your influencer relationships and influencer generated content, you will see an increase in brand mentions on social media within your marketplace, compared to your competitors. Brands evolve and change over time, creating a need to shift and change brand perception. Create content with thought leaders relevant to the topics, trends and categories that you want your brand to be associated with, to improve your brand perception over time.
Demand Generation: Prospects not knowing or even considering your product or solution when they are ready to buy is a real problem. Influencers can drive visibility of your brand with your target audiences. Creating compelling influencer-generated content about the industry rather than self-serving brand content will capture the attention of your target market. Amplification of your content through influencer networks will ensure your content reaches and drives engagement with far more people. Creating content with influencers around customer problems and the latest innovation & challenges in the market will help your sales people drive credibility in the marketplace and shorten the sales cycle.
Employee Advocacy: Brands are being trusted far less. As customers, the company turns to social media, reviews, their friends, family, influencers and the people behind the logo: employees. Collectively, employees often have larger total reach than brand handles alone. On top of this, employees’ audiences trust their content and are far more engaged. The modern buyer journey is more digital, much longer and more complex than they once were. Traditional tactics such as advertising remain effective at raising initial awareness, but not in gaining commitment, as consumers seek further validation. Influence your target buyers at every stage of their journey through employee & influencer content. Employee advocacy is a great opportunity for employees to grow their professional brand online and be seen as Subject Matter Experts within their respective fields. Given this employee advocacy is an integral part of employer branding when it comes to job satisfaction, attracting & retaining talent.
Account Based Marketing: Whether your ABM strategy is Social Selling, sharing relevant Brand Content with your prospects, an email drip campaign or a more comprehensive, sustained, integrated program that incorporates multiple channels, influencer generated content will grab your prospects’ attention far more than branded content. The best ABM strategies are content-driven. Influencers typically create content that drives more views and engagement with your audience than your brand.
By co-creating content with influencers, you will create more dialogue with your target audience, and this will be more effective than selling a solution or talking too much about your brand yourself. Your customers trust industry influencers and their opinions on how to solve your business problems and drive innovation within the industry. Creating content with influencers around customer problems and the latest innovation & challenges in the market will help your sales people drive credibility in the marketplace and shorten the sales cycle.
Issue Reputation: Negative issues can seem like a big deal but is the issue being discussed in siloes or hitting your mainstream audiences. Understand what the impact is geographically, by media channel and on your target audiences. Find out who is a fan of your brand, who is being negative and their individual influence. Engaging and influencing the key movers and shakers will help you shape the brand perception you are looking for.
Influencers can act as a catalyst to change the way your brand is perceived. Engaging relevant influencers around key topics & themes and creating content with them will help your brand quickly become associated with those topics. Connecting internal subject matter experts with your influential detractors can help sway their opinion & and mitigate any negative conversation towards your brand.
Virtual Events: Inviting influencers to your events is a great way at driving and sustaining engagement on social media. To an influencer, an event is an experience and an opportunity to create and share content with their audiences before, during and after an event. Building meaningful relationships is time consuming. For influencer marketing to work there needs to be equal value for the brand and the influencer. For an influencer, attending an event is an experience and chance to create content. For the brand, it’s a great opportunity to actually meet and build genuine relationships with the influencers. ncluding influencers in your event presentations and panels improves the quality & credibility of your event. Make a lasting impact and drive real action among your attendees.
Tim Williams | CEO