Influencer Marketing for Small Businesses

Earlier this year we talked about link building and the challenges we face in 2019 to make it happen. We touched upon the subject of Influencer Marketing and we wanted to go into a bit more depth about just what Influencer Marketing is and how you can use it to your advantage, even if you are a small business.

 

What is Influencer Marketing?

Wikipedia sum it up pretty well:

Influencer marketing (also influence marketing) is a form of marketing in which focus is placed on influential people rather than the target market as a whole on social media. It identifies the individuals who have influence over potential customers, and orients marketing activities around these influencers.

Influencer content may be framed as testimonial advertising where they play the role of a potential buyer themselves, or they may be third parties. These third parties exist either in the supply chain (retailers, manufacturers, etc.) or may be so-called value-added influencers (such as journalists, academics, industry analysts, and professional advisers).

… Basically, someone popular on social media endorses your brand for a fee/free product and you reap the benefits of their following.

 

Is Influencer Marketing Just For The Big Brands?

Your experience of Influencer Marketing might be limited to people like the Kardashians getting paid $000s for a simple tweet for big brands such as Pepsi or Calvin Klein.

In a world where TV advertising is expensive and ad blockers can hinder your reach, Influencer Marketing is a great way of approaching customers alongside someone they look up to and trust. Hiring a model or a sportsperson to promote your latest niche swimwear line is going to cost you a lot. And it doesn’t necessarily mean that their fans are swimmers and looking to buy your particular niche swimwear. However, if you choose to work with an influencer in the world of swimming, it’s going to cost less and you can be sure that the majority of their fans are looking to emulate them. So choosing influencers to promote your brand can cost less and target niche corners of the market.

 

What Specific Benefits Can Influencers Bring?

The ROI for influencer marketing might be as much as 11 times higher than the ROI for other forms of marketing or advertising.

People are likely to spend more when social media influences them. They are also nearly 30% more likely to buy something on the same day when they use social media.

It’s not all about sales. When targeting potential customers on social media, you can build your brand following.

 

Which Platforms Should Target Influencers Be On?

Instagram is the most well known social media platform for influencers to use to promote brands, but with Facebook Live for videos and twitter reaching so many and encouraging conversation, there’s a lot to choose from. It will depend on your influencer – they might cross-platform promote by default. Take into consideration their following on the platform, as well as the demographics of your target audience (will your grey-pound customers be using Snapchat, for instance?).

 

How Do I Find The Right Influencer?

You’ll want to remember the 3 Rs for this question – no, not those 3 Rs, but Relevance, Resonance and Reach. You want to find an influencer who fits your brand. One that is a potential customer in their own right. They should already be sharing content that mirrors your product or service. You’re looking for user engagement when it comes to resonance. A strong reach is important, but even more important is users who actively engaged with the influencer. Tapinfluence found that this is often higher with ‘micro-influencers’ ones with 5-25,000 followers.

A micro-influencer has an average engagement rate of around 8 percent, while people with more than 10,000 followers have an average engagement rate of just 2.5 percent.

It’s important to look for sponsorship saturation – if an influencer is posting sponsored posts alternately with natural ones, their audience is likely tired of being ‘sold to’. It’s recommended that only 1 in 5-10 posts should be sponsored at most. This is a helpful benchmark.

 

How Much Should I Pay an Influencer?

Some of the biggest influencers charge well into the hundreds of thousands for a single post. Meanwhile, the average micro-influencer charges less than $200.

Ensure you have a signed contract to protect both your interests. This should include pertinent information about what you expect from them, review and creative input, costs/expenses to be paid etc. You can download a template for such a contract here (the link to the template is at the bottom of the article).

 

Influencer Marketing for Small Business Owners Checklist

 

Influencer Marketing Checklist for Small Businesses

 

TL/DR? This handy infographic shows you the basics of influencer marketing with some handy stats that might steer you in the right direction for your brand:

Social Media Marketing Tips To Boost Your Business

Social media marketing has become a must-have for any modern business. Social media is also key to interacting with customers and releasing news updates. Consumers are heavily influenced by social media channels. These include Instagram, Facebook and Twitter. They are where people often find out about new products and services, including what’s hot right now. Here are some tips to maximise your social media digital marketing campaigns.
Social media marketing

Social Media Marketing Top Tips

  1. Live videos are becoming increasingly popular on social media. They can be a great way to interact with your audience in real time. This is because they allow customers to ask questions. They can also demonstrate your online presence. You could schedule a question and answer session for your viewers to log on at a certain time. Maybe even broadcast a spontaneous video taking a tour around a live event, for example.
  2. Competitions are another fantastic way to increase interest in your brand to both new and existing customers. Creating regular giveaways on social media allows for consumer interaction and brings a buzz to your pages. Team up with other brands of a similar size to attract additional audiences. Chip in together to offer an even better prize to your fans.
  3. Blogs are an ideal way to share news updates on your website. These can be published on all of your social media channels to drive traffic to your site. Posting three times a day on Facebook will increase the reach of your posts within the newsfeed. You can even interview relevant industry people on your blog who will then share the link with their own audiences. Keep customers up to date with any new ideas, product launches, competitions and special offers. This keeps them checking back on a regular basis.
  4. Paid ads are another social media marketing option to consider for posts in need of an additional boost. You can tailor the audience you would like these to reach as well. Use eye catching, quality videos and photos to make the most of your campaign. Set a budget and stick to it. Make changes to further ads depending on the success of previous ones.
  5. Scheduling posts and syncing these to all of your social media channels is a good idea. It is the perfect way to save time and maximise online exposure. Hootsuite can be a beneficial tool to any business. Post on a regular basis to keep customers interested and constantly engaged. How often you do this is up to you, but at least once a day is ideal. Make sure your content is always exciting though.
  6. Use URL shorteners in order to track and measure audience engagement. You can then tweak any future campaigns. Shorter links also look less messy on your social media profile. They allow you to fit more into your post on Twitter for example where there is a text limit.
  7. Use hashtags to boost exposure of your posts. Do this in the right way to avoid looking desperate. Read up on the do’s and don’ts of implementing successful hashtags for social media marketing. For example, it is best to post an image on Instagram with an interesting or motivational caption. Perhaps include just one or two relevant keywords as hashtags. Immediately post additional tags as a new comment underneath. This will increase your exposure without looking like hashtag overkill. Make sure to use suitable and popular keywords to maximise your reach and to the right target audience.


SEM – Search Engine Marketing Basics

Not many people would disagree that the internet has changed the world we live in. It’s had a particularly profound effect on the world of advertising. Thanks to internet advertising, there’s an entire world of potential customers at your fingertips every time you or they hop online. One of the most popular ways to advertise online these days is search engine marketing, or SEM. This marketing strategy focuses on search engines as a means to get the word out about your company, which is particularly effective because so many people depend on search engines to help them find what they’re looking for on the internet.
Search engine optimisation, or SEO, is an integral part of SEM. SEO is the practice of optimising one’s website for searches on the internet. The better your SEO is, the higher you’ll be in a search engine’s ranking of results for a specific search. When employing SEO, it’s important to pick the right keyword. You want to choose a keyword that people will actually use when searching for a site like yours. You want to make sure that your site is seen, and it won’t be if you choose a search term that nobody uses. A professional SEO Consulting Company optimise your website and make it more search engine friendly and better online visibility in online market. 

Another way to get the most out of SEM is to pay a search engine, either for pay per click (PPC) advertisement or for paid inclusion in search results for a specific keyword. You can pay to be included in sponsored links in a web search, guaranteeing that your website will be seen when a specific search is done. You can also pay to make sure that your company’s website comes up near the top of a web search for that same keyword. Just be aware that not every search engine offers paid inclusion, whereas most search engines do practice paid placement, or PPC ads.
Finally, you can also pay for targeted advertising. You provide a list of keywords, domain names, topics, and a target demographic and the search engine will put your advertisement on pages that agree to participate in targeted advertising programs. You will get exposure to a targeted market and you even have the option of buying out the whole block of ad space so that you don’t have to share those potential customers with anybody else. While SEM does require some capital, it’s an investment that is sure to pay off. Otherwise, it wouldn’t be nearly as popular as it is.
Check Broadplace has well designed SEO Packages.

Social Media Marketing – Join the Conversation

Social media marketing is an essential component of any online campaign as it allows you engage directly with your customer and more importantly, allows your customer to interact directly with you.  Twitter, Facebook, LinkedIn and YouTube all allow “members” to both post information and comment on postings from others, including businesses.  Content is immediate and constantly changing.  Members are quick to post a bad experience with a product or business and within minutes all of their friends and their friend’s friends know about it.   If you’re part of the conversation you have the chance to turn the problem into an opportunity.
Web 2.0 ushered in an exciting new era of interactive Internet use, with the creation of sites such as MySpace and Facebook that encouraged user-generated content.  Use of these sites quickly expanded beyond teenagers and college students.  LinkedIn, a business networking site, was launched in March 2003 and within seven years had more than 60 million registered users from over 200 countries.  Members quickly discovered LinkedIn’s effectiveness in lead and referral generation and its potential for social media marketing through an extensive network of business connections and discussion groups.  LinkedIn imposes tight controls on content to prevent overt self promotion.  It is a one kind of Social Media Optimisation.
When Facebook was first created by four college students, its use was strictly limited to Harvard University students for the purpose of helping them get to know each other better.  It was expanded to include other Ivy League schools, then Stanford University, and finally to anyone over age 13 with a valid email address.  Facebook is now the most widely used social network and any social media marketing plan must include it.  Businesses and organizations are able to create their own “page” and invite other users to “like” their page and receive regular updates.  Facebook also offers highly targeted pay per click advertising.
Blogs (a contraction of web logs) are a very important component of Web 2.0.  Anyone can set up a blog and publish whatever they want on any topic they choose. There are no limits on size or restrictions on content, and readers have the ability to comment.  Small business owners were quick to take advantage of blogs as a social media marketing tool and encourage comments or “consumer generated media.”  Twitter is a “microblogging” site which limits posts, called tweets, to 140 characters.  Several applications, including TweetDeck and Search.Twitter.com, have been created to optimize usage.  Twitter recently added paid placement advertising.
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