Avant Marketeer Nikki Alvin-Smith Offers Timely Insights For Your Marketing Delight
Unfortunately the generic branding efforts and keyword collections are not enough to engage educated horse folks to step up and buy an equine product. I say unfortunately, but perhaps I should say fortunately, because otherwise equestrian writers with well-earned credentials would be condemned to find other professions. The content writers and marketing specialists that do know horses have a distinct advantage over the AI generated materials and ‘one stop does it all’ IT based crews and industry brigades that believe they can harness the words of others to capture a market share with content writing without any (or little) actual knowledge of horses, horse folks and what makes them tick.
My fellow equestrian writers will be pleased to hear that according to the many discussions and reviews up and down the marketing guru coastline at leading PR/Marketing associations and groups, including a fun meeting I recently attended in the mecca that is New York City atop a rather lovely rooftop restaurant, niche marketing with the writer showcasing an identifiable presence and acceptance as a high-level thought leadership writer are in demand now more than ever.
I’m sure many equestrian writers have been seeing an increase in prospective client inquiries for their services the same way I have in recent months. The giants of the marketing industry are among those reaching out to snap up the unique talents of writers that not only have a standing within the equine industry but that also exhibit a history of successful engagement with the equestrian buyers and are not newly arrived at the arena.
From a marketing standpoint it is not enough to have clearcut wordsmith writing talents to be successful as a content writer. It is also essential that the ‘thought leadership’ perspective has legs. That is to say, some level of distinct influencing activity. Influencers are broken down marketing number wise into 4 major groups: Nano 1-10K followers, Micro 10-100K; Macro 100K to 1M and Mega 1M plus. Sometimes Mid-Tier influencers are also quoted. But influencers are also categorized by means other than just numbers. Content writers can be influencers, athletes can be influencers. Customers and collaborators, affiliates and employees and of course brand ambassadors can all influence others. There’s actually even more to it than all that. But determining value and ROI for any specific influencer is not easy to ascertain even with the most mindful metric analysis. Trackable sale propagation offers a limited basis for accuracy in measurement of success, simply because influence often takes time to permeate the mind of the buyer and they don’t always remember to mention the source even if they have the mental acuity on topic or self-awareness to benefit from a mentioned coupon or discount.
For myself as an influencer I fall into the micro range, with social media groups adding to the pot including ones that I run ( 12+ on Facebook), over 500 targeted equestrian groups I regularly share and engage with on different platforms etc. Additionally there is the brand ambassadorship I provide as an advanced level coach/clinician. I am always out and about worldwide teaching and observing, gathering feedback and discerning industry trends and equine and equestrian issues. As both a book publisher and author, and magazine Editor, my influencer circle extends beyond that, and my ‘soft influencer’ circle is fairly substantial in addition. I enjoy legacy-built relationships with publishers that crisscross multiple media genres, including film production and publicity and journalism,. These avenues all traverse many routes to make my portfolio of reach extensive.
Each aspect of marketing reach and strategy has been thoughtfully developed over time. Access to this special niche marketing arena can of course be bought through my company, Horse in a Kilt Media. As a seasoned marketing professional I do maintain a strict policy of non-conflict brand clientele on the roster at any one time, even though I am often harassed by direct competitors to some evident on that roster from time to time, trying to tempt me to switch sides. Loyalty is very important in any business including my own. And frankly there are some products/services I won’t entertain collaborating with simply because I don’t believe in their integrity. Another important aspect in any business.
Yes, the influencing marketplace is a complex and varietal stage. And there are many aspects to consider before selecting your marketing partner.
Navigating the content market as a producer takes some foresight and an understanding that transcends market analytics. For every piece of content that a writer produces for a product or service, there is a shelf life. Remarkably the humble blog still holds top spot for longevity and financial viability on ROI. Something to be conscious of when writing a blog, as dated commentary or material must be carefully integrated based on the product/service and its predicted marketing lifespan.
Business owners are constantly engaged in building sales as a primary focus of their energy. The navigation of the marketing industry is a continuing education experience for many that takes the ‘busy’ in business to a whole new level. It is easy to see how the idea of throwing everything marketing into one ‘soup pot’ and leaving it to bubble and boil can appeal to them. The employment of a company that claims they can successfully do it all: they will host and build your website; run your SEO and marketing campaigns ( not without conflict as they take a huge slice of the marketing budget in commissions); manage your social media postings and promotions; as well as produce written and video materials for every need including newsletters. Problem is, this generic approach falls flat when it comes to building brand loyalty and repeat business, because customer satisfaction is built on product knowledge that the item fits the task required versus a quick hard sell. Otherwise the sales will be full of refunds and exchanges, tire kickers asking for endless quotes for services or products, and online complaints with poor reviews that you’ll have to pay handsomely to have removed and general negative feedback in online forums. The sales numbers for the product or service may increase but all they will produce is ‘busy’ work that is unproductive but expensive and requires a lot of troubleshooting effort.
The reality, as the icons of the marketing industry realize, is still in educational content that targets and captures the attention of the buyer that is founded in an accurate and non-sensational approach. Most businesses want to create building blocks of satisfied clients that will spread news of their product or services through word-of-mouth and online. The preferred customer is an educated consumer, because this customer will likely ultimately return to buy because they happy with their original purchase.
To develop their content writing business, I urge my fellow writers to consider boosting their portfolio by adventuring into different aspects of the writing and publishing industry and explore all media channels. These can be a very rewarding and educational experiences. Try sitting in the saddle as an Editor for example, run a writing or marketing course; given an equine focused symposium based on your niche knowledge or specialty; or write and publish a book. Consider building a helpful social media group to help others and join associations like this one, American Horse Publications, to liaise and learn from others in the industry. And as always, continue your own education with an open mind.
Don’t be shy to collaborate with other industry specialists to extend the breadth of your knowledge as a content producer through opportunities that can expand your client base. For example: I am fortunate to work with TheHorseStudio.com a Multi-Media Production Hub, and through that association have garnered access to Regional Film Commission executives, State QPF’s and WGA, SAG-AFTRA, QVC, HSN, and a host of other exciting and very productive networking opportunities.
For business owners that are looking for a new or better direction to build your business visit Horse in a Kilt Media Inc., to learn more about my stable full of marketing skills as an artful content writer, equestrian blogger, columnist, video producer and scriptwriter, film production showrunner, professional photographer, and marketing specialist and strategist. As a British/American professional Grand Prix competitor/coach/clinician I bring unique angles, experiences and thought leadership/authority to my wordsmith wizardry with a proven successful track record in boosting brand visibility and viability.
About Nikki:
Internationally published writer, content creator, PR/Marketing specialist, photographer and equestrian Nikki Alvin-Smith offers “Engaging Content that Engages Riders to Read,” with unique and fresh material for your horse or pet related business, magazine, website, newsletter, blog, and email blast sales machine. Her portfolio of works is extensive and includes equestrian and pet features that have been published worldwide in over 260 different magazine titles. Her clients include/have included: equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine and pet related medical devices, feedstuffs, supplements, grooming supplies, fencing and barn equipment, horse transport, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in the pet industry, investment, real estate and international travel and rural lifestyle.
Nikki Alvin-Smith is a British international level Grand Prix dressage competitor/trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm , a private dressage yard and organic hay farm in the Catskill Mountains of New York. The duo provides ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.
Media Contact:
Nikki Alvin-Smith: Content Writer; PR/Marketing Specialist
Nikki@NikkiAlvinSmithStudio.com
https://www.horseinakiltmedia.com/
607-434-4470