Saturday, June 17, 2017
What You Should Know About Influencer Marketing
Influencer marketing is no longer sitting at the kid’s table. It’s at the head of the table, and it’s ready to carve out its place in marketing.
As the founder of an influencer marketing firm that uses hard data to perfectly pair influencers and brands together, I’ve been a part of the influencer revolution that’s transforming the marketing scene.
I know that influencers large and small resonate with their select audiences. Their messages have weight, and their followers enjoy personalized engagement.
Influencer marketing has been edging out traditional marketing over the past few years, and brands that partner with today’s hottest influencers are making their mark and abandoning traditional tactics.
A Voice From the Crowd, Not for It
One of the biggest mistakes in influencer marketing is assuming you need to spend big money to get a celebrity.
If you want to leave your audience with an authentic impression, lesser-known influencers have more impact than celebrities. More than two-thirds of teens on YouTube identify with influencers more than Oscar winners. I’m not talking about a few hundred users, either. Almost three-quarters of online users make purchases based on information they get on social media.
With influencer marketing, you’ll be able to capitalize on the power of social media to deliver an authentic message to your audience. Here are three ways you can get started:
Find Your Audience First
Brands often think they have to seek out their influencers first, but nothing’s further from the truth. When you define your target audience first, you find all sorts of data points you can use to find the right influencer.
When we partnered with the people at Axe, they told us they wanted to connect with their audience of young men. So we used our data-first approach to identify influencers like Rudy
Mancuso and Anthony Padilla, who are known for their well-coiffed hair as much as they are for their wit and creativity. Our data told us that Rudy and Anthony were good influencer-matches for Axe, and the massive reach of their posts (which garnered a combined 2.4 million views) proved it.
After you figure out your core audience, you can find an influencer who will inspire conversation. You might even find there’s already an influencer in your audience. Influencers like that are perfect for your company because they’re already talking about your brand.
Business profile and review best practices from TripAdvisor and Yelp
TripAdvisor and Yelp are two of the most powerful local search and review sites online. According to consumer survey data from Burke, review sites drive more immediate actions (i.e., phone call, store visit, website visit, email) than social media or search.
This consumer behavior is because of review site content and because they’re often consulted lower in the funnel. That’s why it’s important for local marketers to take full advantage of these sites — for multiple reasons, including SEO purposes.
TripAdvisor just released a diner engagement study. Yelp also has data on what drives engagement and conversions on its site. Below I’ve distilled findings from the two sources.
Claim and complete profiles
TripAdvisor found that “Restaurants with hours of operation on their TripAdvisor listing see 36 percent more engagement than those without them.” And Yelp says that “Businesses who complete their profiles see, on average, 5x the customer leads each month.”
Add at least 10 photos
TripAdivsor explained that “restaurants with 11 – 20 photos see double the amount of diner interaction over others with no photos at all,” and those “with at least one Management Photo see 44 more engagement over those with no photos.”
Yelp data show that “a business with 1-5 reviews and at least 10 photos sees 200 percent more user views than a business with the same number of reviews and no photos.”
5 Ways To Improve Your Small Business Marketing
Marketing is important to every business’s survival. As a small business owner, you probably have a small business marketing strategy. But, marketing is always changing with new tactics.
As marketing evolves, shouldn’t your small business marketing strategies change, too? Learning how to improve marketing for your organization can only benefit your business’s bottom line.
How To Improve Marketing For Your Small Business
If your marketing strategies for small business never change, they can go stale. Your competitors will find better ways to market, and your customers will get tired of you. You must follow marketing trends to stay fresh with your customers.
While your basic marketing plan might work for your business, there are things you can do to improve. Find out how to improve marketing for your small business.
1. Learn From Competitors
When searching for ways to improve your marketing, look to your competitors. Find out what they are doing to attract customers. If you’re the only company in your industry still using cold calling techniques and with little return, it’s time to learn from the other players in the game. Their tactics might work for you, especially since you are trying to attract the same customers.
For example, if you see that your competitors regularly run ads on Facebook, you might consider doing the same. The regular Facebook ads might indicate that your competitors see success from running the ads. You might experience similar success with your ads and cause some of your competitors’ customers to come to you.