fbpx
Connect with us

Entrepreneurs

How Influencer Marketing Helps You Put Your Business on the Map

Published

on

How Influencer Marketing Helps You Put Your Business on the Map

In today’s times, social media is a life-changing tool for small businesses. The plethora of platforms available at our disposal to use – to benefit us and our businesses in ways that didn’t seem possible earlier – offers huge opportunity to engage with a community of prospects at a fraction of cost. 

The key, however, is targetting the right audience and then coming up with resourceful ideas to pull them in. This is where influencer marketing comes in. Influencers are people who have a community of people following them with same interests. 

“Influencers are people. People (or maybe personas) with a brand and an audience. What makes them attractive to advertisers is their ability to speak to a very defined group of fans. The way the ecosystem is maturing looks a lot like the internet in the early days.”

-Mike Schmidt

You don’t have to go out there to look for individuals with same interests, you can look for influencers that work with your field and have millions of potential customers ready for you to convert into leads.

This practice has made marketing so much more lucrative and easier. You will be a fool to not use social media to its full potential when it comes to affluential marketing. The success of a good social media marketing campaign is in its ability to reach out to the audience and engage with them, rather than to sell stuff. 

Simply running your social media accounts on autopilot or pushing content only to put your products out through Twitter, Facebook or other social media accounts to a huge number of fake followers is simply not the right way to do it.

This is when you can use influencers to do the work for you. Though it’s kind of a new landscape for a substantially large number of people even in the marketing industry, influencer marketing has been around for quite a long time. What people don’t realize is that they exist and function within a nuclear testing ground of marketing strategies and yet, for the most part, is unaffected by it. 

Influencer marketing was a concept spawned out of this idea – It’s not what is being said that’s important, it’s WHO says it that makes it count.

What is an Influencer

How Influencer Marketing Helps You Put Your Business on the Map

In essence, brand marketers “inspire” or reward strategic “influencers” to get the sales pitch out to the target customer base instead of doing it themselves directly. Influencers are basically entities (people or enterprises) who have a definite large number of followers who appreciate the content put out by the influencer. 

This credibility is built over years of research, building networks, and regular engagement with authoritative figures. This is largely evidenced through social media platforms like Facebook, Twitter, and Instagram. 

Over time, the influencers garner a fan base. This fan base could also be supporting an idea or philosophy that the Influencer represents through his actions or body of work, such as published articles online, political/non-political campaigns, video content, podcasts, or other multimedia content.

How Influencer Marketing Helps You Put Your Business on the Map

Corporate marketing personnel utilize social media and content marketing to drive the message across to a target audience. Influencers are expected to spread these specially crafted content through their personal social media channels and blogs. 

In some scenarios, the content is created by brand marketers. But most of the time, influencers create their own customized content.

So how exactly does this all work out?

“Influencer marketing is the first real consumer-driven marketing channel. It’s real people talking to real people. If you look back, consumers have really only had a voice for about the last 10 years. As that happened, people started to talk about things they were passionate about, building audiences and providing real valuable content to people.”

-Todd Cameron

In today’s setting, an influencer can work by reaching out to your target audience and persuading them to pay attention to your business through the following techniques:

  • Writing blogs about your business, reviewing products and services.
  • Posting information or updates about your products and services through social media accounts.
  • YouTube review videos on products and services.
  • They can provide you permission to guest post on their portals, which is subscribed to by your target audience.

Influencers can do any one of the above or any combination of the above to help your business brand make an impact on your target audience. 

But how exactly do you set this in motion?

How Influencer Marketing Helps You Put Your Business on the Map

Influencing the Influencer

One thing to keep in mind is that influencers are running a business themselves. They are not going to be helping you just for the sake of it unless you have a pre-existing relationship with them. Make sure to research the market value for the niche and approach the influencer with a proposal based on their influence and work. Making use of influencers essentially translates to the two following scenarios:

Building Rapport

You will need to cultivate relationships with some of these major influencers so they end up subscribing to your blog and/or start following you on your social media channels. To make this happen, your existing content needs to be relevant to their content and needs to have solid verifiable credibility. If these influencers link to your content from their sites or share it on their social network channels, you have scored major points for your business.

Direct Approach

You get in touch with influencers directly and persuade them to publish your content on their personal social media platforms, thereby getting an audience of their followers. Of course, for that to work, again you need to have established credibility in the first place. In this scenario, you score points as soon as your content gets published on their platforms.

Your interactions with influencers need to be based on genuine rapport and common interests. You have to prove that you are happy and capable to add value to whatever enterprise or campaign your influencers may be running. You have to show that you have a genuine interest in developing a favorable network while facilitating authors of quality content to gain exposure online.

Final Thoughts

With the influx in the influencer marketing business, it is smart to invest in people who can bring you targeted leads. You have to be thorough in your research because it is a numbers game, some influencers are not above using fake followers to show a big number to you. Along with their following, be sure to check their engagement activity – the huge number of followers isn’t going to be buying your products but the people taking the time to engage probably are.

“Any influencer can get a ‘one-night stand’. Trusted social influencers leverage data and help the brand define success to get a call back the next day.”

-Brian Fanzo

Entrepreneurs

Why Diversity is Key in Business Marketing

Published

on

By

Diversity in business

Diversity and inclusion have become essential to businesses as they allow a mix of people from different backgrounds and cultures to provide the diversity of thought required in marketing. However, many businesses do not place enough emphasis on ensuring that they have a balanced, diverse and inclusive team, especially in their marketing departments. This needs to change, and this article will look at reasons why businesses should focus on diversity and inclusion and why they are both essential for businesses.

Improved Creativity and Innovation

Having a marketing team filled with people from different backgrounds and who have different experiences, skills and knowledge leads to an increase in creativity and innovation. This is because each member of the team has different, unique ideas that can greatly benefit the organization as a whole. Additionally, employees feel more comfortable sharing their ideas in a diverse environment.

It Protects the Business

In the past, businesses have gone viral for the wrong reasons, mainly because they did not understand how their messaging would come across. This negative publicity impacted the businesses that went viral for the wrong reasons, and it takes time for businesses to recover their image and marketing positioning once something like this happens. All of this negativity would have been avoided if different diverse voices had been listened to, and this is another reason why businesses should have a diverse marketing team.

Understanding Diverse Demographics

Having a diverse and inclusive team helps businesses understand diverse demographics better. This is because businesses can market their products and services as well as themselves better once they have people on their marketing teams who understand the demographics that the business is targeting.

The diversity of thought, opinions, and representation helps a business have different perspectives that they can incorporate into their marketing messages and that shape how the business and brand present themselves. Diversity Equity and Inclusion drive the decision-making process because businesses can use the members of their marketing teams to better understand different demographics and their differences.

Filtering Biased Data

Marketing teams have lots of artificial intelligence and machine learning tools at their disposal. These tools help businesses build campaigns, tailor their message, understand their customers better, and a lot more. However, the results you get out of these tools largely depend on the type of data you feed them.

A diverse marketing team can help the business filter data to remove biased data. If the marketing team reflects your customer base, they are in a great position to point out which data is correct and which would lead to unwanted results. A business should not be making decisions using insights gleaned from data that was flawed in the first place.

Businesses that understand the need for inclusion and diversity in their marketing teams do a lot better than those that do not. Their marketing campaigns do a lot better with their customers, they avoid negative publicity due to insensitive messaging, and they only make decisions based on the right data.

Image Source: Royalty-free image

Continue Reading

Entrepreneurs

How to Use User-Generated Content

Published

on

How to Use User-Generated Content

For a business to remain relevant on the internet, especially if you are a small business, it must constantly create content. And, just any content won’t do. The content you create must resonate with the followers and engage them thoroughly. 

This can be pretty tough to pull off consistently all by yourself. I speak from experience. No matter how good you are with content, no matter how much knowledge you possess about your niche, and no matter how driven you are – constantly coming up with ideas can be draining. Being consistent requires discipline along with creativity, and sometimes, creativity just wants to stay stagnant.

However, you can solve this problem by using social media followers to create content for you. Social media is full of precious information for businesses. It has become easy to directly connect with the customers and use data to make data-driven decisions. Let’s use what is available and look at eight simple ways how we can use the help of users to generate relevant content.

Hashtag

How to Use User-Generated Content

An easy way to make users create content for you is by using hashtags. For this, you need to first create a branded hashtag that gives off a strong vibe about your business. 

So, for a gaming company, hashtags like #LetsPlay, #PickUpTheGamepad, or something similar will make sense. Plus, if you can ensure that the hashtag is related to some kind of cause, then all the better. 

For example, a new government regulation might result in restricting the gaming industry. So, creating hashtags revolving around this topic will give you a better chance at attracting users and ensuring that lots of quality content is created.

User Photos

How to Use User-Generated Content

Text content alone will not help you widen your reach on social media. You will need images, as well. And these, too, can be sourced from your followers. Ask them to send in photos of them using your product or service. 

You can then select a few that look good and have a chance of being shared the most on social media to feature on your profile page. Ideally, photos should depict them enjoying or benefiting from the product. 

So, if you provide online gaming service, then photos showing people smiling while gaming is far more preferable than people just holding a gamepad in their hands and taking a selfie.

Post Comments

How to Use User-Generated Content

When you post content on your social media profile, you will most likely generate a massive amount of comments from followers. And while most of these comments will often be one-liners with no substantial content, there will be a few comments that can be deeply impactful or thought-provoking. 

So, when you see such comments, take a screenshot and post it on your social media page. You can also contact the user and ask them whether they wish to be tagged.

For example, you may post an article on how best to use your brand of nail polish. And among the many comments, the post will attract, you might come across one user who has narrated a story about how using the nail polish has helped her feel more attractive. These are the type of comments that you should screenshot and share.

Polls

How to Use User-Generated Content

You can also conduct a poll and use it to create excellent content. The best way to implement this is to conduct a poll wherein the participants are asked about your product or brand, and the results of which can be turned into an infographic. 

For example, if you sell internet security software, then the poll can focus on questions like how many people feel that their computer has become safer after installing the software; how many think that your security software is better than the rivals; how many feel that the pricing is okay, and so on. 

Once the poll ends, you can tabulate the results and get a good graphic designer to convert the statistics into an attractive infographic that has the potential to go viral.  

Questions

How to Use User-Generated Content

Asking your followers some questions about the product or service is also a good way to create user-generated content. The question must focus on evoking a response that highlights how good your offering is. 

So, a question like ‘How much weight have you lost by using our product’ should be used as compared to ‘Do you think diet is essential for weight-loss?’ 

The former will mostly evoke an answer that will reflect the quality of your product while the latter will only lead to a more generalized answer. You can then select the best answers and post them on your profile.

Events

How to Use User-Generated Content

If your business is conducting an event that has the potential to attract the attention of the general public, then that, too, is an opportunity to generate user-created content. You can spread the news that a special event is being conducted, and invite people to attend. 

When they do come to the place, encourage them to share their experience of it online. They may publish a text post about how the event was or may even live stream their experience on Facebook. Whatever way they choose, it will benefit you by getting your business more exposure.

Testimonials

How to Use User-Generated Content

Another excellent way to generate top-notch content is by inviting testimonials from users. Just ask customers to provide their experience with your product or service detailing how using it has changed their life for the better. 

So, if your business manufactures shampoo, you can ask followers to send in their experience of how the shampoo helped them get rid of dandruff and made their hair lustrous and healthy. 

The best thing about this is that you will easily get so many responses since many people will jump at the opportunity to see their story featured by a business.

Influencer Marketing

How to Use User-Generated Content

Maybe you don’t have sufficient social media clout to create user-generated content successfully. So, what do you do? The best alternative for you is to use influencer marketing

Contact an influencer in your niche and use them as a tool to create content from the public. As a starting point, you can ask the influencer to use the hashtags discussed above so that your brand name gets sufficient exposure. You can then move on to using the influencer for collecting testimonials, conducting polls, asking questions, and so on. 

However, do make sure that the influencer you associate with has a good reputation so that your business will be seen in a more positive light by the people.

Final Thoughts

How to Use User-Generated Content

Building a brand presence on social media can be a great deal because it has the potential to make more sales than direct marketing. Social media helps you make customers feel a connection and trust your business. They are more likely to convert into actual customers when they see how others have benefited and how well you understand your customers and care for them.

Use a combination of all the ways that I have talked about. Reaching people and then showing them how helpful your product or service can be to them has never been this easy. If you play your cards right, you might not even have to spend much on elaborate marketing.

Continue Reading

Entrepreneurs

Tools to Find and Work With Influencers to Market Your Business

Published

on

Tools to Find and Work With Influencers to Market Your Business

For any business to grow, marketing its products and services to the right audience is necessary. One marketing channel that many businesses seem to avoid due to ignorance is influencer marketing

“Influencer marketing is the modern word of mouth & is eating the lunch of traditional digital media in many ways.”

-Kinser

In simple words, with influencer marketing, you will be using popular people with a large following on social media and blogosphere to promote your product. The outcome can be tremendously positive. Today I will help you explore how you can find influencers in your business niche and how to negotiate with them.

Finding Influencers

“Influence marketing is an art and science. The art is the crafting and creating of content that adds value to people’s lives, personally or for their business. The science is the tactics and tools of building tribes and followers on the big social networks”

-Jeff Bullas

The first step for using influencer marketing is finding the top influencers in your business niche. For this, you can use any of the following tools –

Buzzsumo

This is a freemium application in that you can use certain features for free but will have to pay to use its full set of features. Even with its free mode, Buzzsumo is extremely useful for marketers to identify and categorize influencers into various types, like bloggers, reviewers, trainers, beauty experts, and so on.

This will later allow you to use them appropriately for business promotion activities. In addition, Buzzzsumo is also a great tool to know what types of content is trending for a particular day or week.  

Tweetdeck

If you wish to focus largely on twitter influencers, then Tweetdeck is the perfect tool for the job. While you can certainly use this tool to identify influencers that have a large number of followers, its true usefulness lies in the fact that you can also see how many Twitter lists these influencers are on. 

This will allow you to accurately gauge the popularity and impact of the influencer enabling you to avoid those who have the least impact and hire influencers with the biggest reach.

Kred

This is another great tool that will help you judge the quality of an influencer. The tool will use various metrics like replies, follows, mentions, etc. of the influencer to see how impactful they are. Finally, Kred will provide a rating based on the criteria that will make it much easier for you to find top quality influencers. If you are just starting out with influencer marketing, then Kred is the tool for you.

Group High

If you do not wish to waste time on research and finding influencers, then you should try the influencer marketing software – Group High. They maintain a centralized data of some of the biggest influencers on the internet.  Plus, the influencers are categorized based on different niches like sports, travel, beauty, tech, and so on. This will make influencer marketing an extremely simple process.

Working With Influencers

Once you have found the important influencers in your niche, you can start approaching and negotiating with them. For this, the following tips will be useful:

Reviews

Tools to Find and Work With Influencers to Market Your Business

The first option is to ask the influencer to review your offering. You can allow them to use the product or service for a few days and ask them to post their honest reviews about it on their social media page. Customers always conduct in-depth research about a product they are interested in.

“95% of people trust recommendations from others over branded content, even if they don’t know them personally.”

-Josh Hager

As such, if they come across a review from an influencer they are following, then an extremely positive review may push them to choose your product. Now, it is also possible that the reviewer may not like your product. As such, you can ask them not to post a bad review but do not ask them to post a false review. It is unethical and will eventually turn against you.

Sponsored Post

If you don’t want influencers to review your product, you can negotiate with them to publish a sponsored post. Though a sponsored post might seem like a review, there is a big difference. In a review, the influencer is free to say negative things about your product. But, in a sponsored post, you will be paying them to publish a post about your brand.

“People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising.”

-Mark Zuckerberg

This will ensure that there is nothing excessively negative published about your product or service. However, you have to understand that some bloggers will likely state in the post that it is a ‘sponsored post’ if they are a strict follower of the FTC guidelines. But, do not let it stop you because the exposure gained through a post by an influencer marketer is well worth the money spent.

Giveaway

Tools to Find and Work With Influencers to Market Your Business

Another way to use an influencer is through giveaways. This can be a great strategy since a giveaway allows the influencer to hold a contest for their followers with your product or service as the prize. As a result, they are very likely to agree to such arrangements.

Plus, they will also be neutral when talking about the giveaway and only mention its benefits. So, as far as you are concerned, a giveaway is the perfect tactic to get a positive mention of your product from an influencer to their numerous followers. This is essentially a win-win for both parties.

Make sure to work with the influencer to come up with a great contest for the giveaway. It should be exciting for all participants. And remember, the objective of the giveaway is to ensure that many people participate in it. So, don’t complicate the contest. Keep it simple and you are guaranteed to see a fantastic response and exposure.

Guest Posts

Many influencers will be contributors to big media outlets that will have a reach to millions of readers. And this is an opportunity you must fully explore. In addition to posting favorable posts on social media and personal blogs, you can ask the influencers whether they are willing to publish a post about your product or service on the website in which they are a contributor. Or you can ask them to let you write a guest post on their blog.

Now, do not have any expectations of how much exposure you will receive in such posts. After all, they are publishing to a third party website and will usually have to contribute a useful piece of content. The best they can possibly do is mention your product or service briefly. But, considering the exposure the article will provide your brand, this is a good marketing strategy that you must definitely try out.

Final Thoughts

In today’s times, social media is a life-changing tool for small businesses. The plethora of platforms available at our disposal to use – to benefit us and our businesses in ways that didn’t seem possible before – offers a huge opportunity to engage with a community of prospects at a fraction of the cost. 

“Influencer marketing is something to pay attention to. We’re used to influencers being people like the Kardashians, but we all have our Kardashians at our events. These people are called micro-influencers and they can have a large impact when used strategically.”

-Alex Plaxen

Influencer marketing lets you tap in on a community of people who can be potential customers. The right influencer can allow you to gain many prospects. It is important to learn what works for the current times, and influencer marketing doesn’t seem to be going away anytime soon so you might as well use the opportunity to the fullest.

Continue Reading

Popular