How to Use Facebook for Marketing and Promoting Your Business

By Guest Contributor on November 12, 2019

Mark Zuckerberg founded Facebook in February 2004 and since then has been ruling the social media world. The social media giant already has 2.45 billion active users on board in September 2019. Facebook Messenger even has about 1.3 billion active users. All other popular social media platforms such as Snapchat, Twitter, Tumblr, and WeChat are lagging behind in the race.

Today, Facebook is not just merely a platform for meeting your old college friends and getting connected with them, but a powerful venue to project and promote your business amid potential customers.

Facebook welcomes all; whether you are a large business enterprise, a small local business entrepreneur, or a startup. It offers you a stage where you can easily reach your target audience and create a distinctive brand image.

So, let’s discuss how you can leverage the advantage of Facebook to effectively promote your business.

Maximize the Use of Facebook Business Page

Facebook provides a separate business page, which is a great marketing tool for all entrepreneurs. You all enter all details regarding your business, add products and services, add your location, business hours and your website. Furthermore, you can also add and share images, videos, and links to give the business a personal identity and character.

Facebook provides you with the option of 6 different types of business pages to market your products and services. These include –

  1. Local Business or Place
  2. Company, Organization, or Institution
  3. Brand or Product
  4. Artist, Band or Public Figure
  5. Entertainment
  6. Cause or Community

You can choose any of the page types depending upon your business.at at the same time, it’s also equally important to consider what your key audience is looking for. Keep sharing images and videos to connect them with your business. Always look to post something interesting that your audience would enjoy viewing.

For example, you can create funny and meaningful videos to make new product announcements and product explanations. A combination of humor and information is going to drive traffic to your page.

Making Use of Facebook Ads

Facebook also provides you with the facility of advertising your products through Facebook ads. You can find it in the side column of the site. These are known as classic ads or marketplace ads. These types of ads usually include an image, a copy, and a link that takes the user to either your Facebook page, mobile application, or your business website.

Facebook ads contain the following essential features-

  • Targeting your audience through demographic categories such as age, gender, location, education, user interests, and others.
  • You have the facility to set up your ad budget estimate.
  • Test your ad in different versions

However, since Facebook does not release any data or info on Ad Click-Through Rate (CTR), you can find it difficult to measure the success of Facebook ads. If you compare Facebook ads with Google Display Ads, the former generates a CTR of 0.051% with a Cost per Click of $0.80.

With Facebook advertising, you can get various benefits such as increasing your likes and shares.  You can also convert a visitor into a follower and then into a potential buyer. It allows your posts to appear on your Facebook news feed.

Hosting Facebook Contests

Another effective technique to promote your business is through hosting contests that draw the attention of the users. It also helps in enhancing the number of fans as well as increase brand awareness.

However, there are a few points that you need to keep in mind. First, you cannot host the contest through the Facebook page itself. It means you cannot ask your users to give likes or comment on the post. You have to use any other third-party app to create the contest and direct users to that app from the Facebook page.

You can take the help of various free as well as paid tools to get free contest templates. But there is a condition that your page must have around 2k likes. You may try the free third-party app versions, but your options will be limited.

Use of Sponsored Stories

Sponsored stories are a type of marketing tactic through which you can know the user’s interaction including his likes and comments.

The main focus of Sponsored Stories is on the ‘word of mouth’ marketing concept. For instance, if you see that a few people have liked a certain page, it means they will be paying more attention to it. The main aim of Sponsored Stories is to encourage the users to take some action and not just like or comment on the post. You can even choose to show the likes or people who have claimed the offer.

When a person performs any action, a page like or an offer claim gets automatically posted on the user’s news feed. Sponsored Stories are not only confined to likes and offer but are also used with Facebook’s Open Graph app.

The social media giant claims that Sponsored Stories have 46% higher CTR and 20% lower CPC compared to regular Facebook ads. You can easily develop Facebook Sponsored Stories using a Facebook ad to create flow. On the other hand, the open-graph Sponsored Stories will require you to use third-party apps.

On An Ending Note

There are some other effective Facebook marketing techniques that you can simply employ to promote your business such as Facebook Exchange and Facebook Promoted Graphs. You can use these marketing tactics as all of these will allow you to connect with millions of worldwide users.

How Voice Search Will Change Online Travel Marketing

By Guest Contributor on November 6, 2019

Who wouldn’t know Siri, or Alexa? They are the popular voices behind one of technology’s most amazing inventions, the voice search. With the help of the advancing capabilities of applied sciences, speech recognition technology has become more precise.

More and more consumers have been using devices like Google Home, Amazon Echo, and Apple’s HomePod, both for personal and commercial use. In fact, more than half (52%) of adult Americans use voice assistant on their smartphone.

Because of the advancement in AI, sectors such as the travel industry need to rethink their marketing strategies, because voice search seems to be the next big thing in the online travel marketing area.

For businesses in the travel industry, online searches through different search engines had been a common activity. Business marketing can be a success through the effective utilization of company resources especially through search engine optimization (SEO) techniques and the employment of the latest search engine tools.

Online searches can be done through various methods. One of the latest methods used for online searching is the voice search. There are many ways that voice search can change how online travel marketing is done today.

As many travel businesses are competing in the same market, only the toughest will survive, and only those with effective processes and the latest technologies will win the unending battle in such a competitive market.

Though the voice command technology is still subject to some improvements, it is already being utilized by big companies and is being used from cars to refrigerators. Ultimately, there will be a big shift in consumer behaviour, and on how people are interacting with technology.

How to Maximize the Use of Voice Search Technology

Currently, the search engines are continuously evolving and changing. The technology used in search engines has reached great heights from text-only searches to its highly advanced searching possibility such as its voice search capabilities.

Businesses need to operate with the latest technological trends to not be left behind by their competitors. Once maximized, the voice searching technology in search engines can help both consumers and travel businesses all over the world.

The following are some of the ways that travel businesses can maximize the use of voice search technology.

1. Optimize Local Directory Pages

Voice searches favor results from local directory pages which simply mean that the results from searches done through voice searches are those that are in good ranks in local listings.

2. Consistency of Company Information

The company’s information in its content should be consistent in all its online presence. This information includes the company’s office hours, contact information, place of business, and other relevant information regarding the business and its products. These are the common searches by potential customers of hotels, tour operators and other accommodation businesses.

3. Use Conversational Keywords and Frequently Asked Questions

Powerful keywords can help businesses win the search engine optimization rank battle. The use of conversational keywords can help with online marketing and acquire higher rankings in search engine results through the voice searching technology.

In fact more than 20% of voice search queries are triggered by a combination of only 25 keywords (like how, what, best, where etc.)

A “frequently asked questions” portion for travel marketing can provide convenience and fast access to commonly asked questions. This can also provide results for searches with “frequently asked questions” as keywords for hotel and other travel business online voice searches.

These three methods can contribute to the ways on how voice search can change how online travel marketing is done.

How Voice Search Will Change Online Travel Marketing

The voice-search capabilities offered by the voice command technology can pose threats and advantages to online travel marketing. There are numerous ways on how online marketing can be changed through the growing trends of voice search usage.

1. Hands-free Searching

The hands-free searching technology available to almost all smart device users is increasing every year.

The popularity of the voice command features for online searching is also at an increasing trend. Companies will be competing for the top results in voice-searches in Google and other voice-command-capable search engines.

According to statistics, by 2020, 50% of all searches across the internet will be voice-based.

Travel agencies can reach thousands of users who are using the voice-search technology in looking for hotels and other accommodation businesses for their travel and additional needs. This changes the travel marketing because these types of business activity will need to employ powerful and latest tools for winning the voice-search engine race.

2. Content Generation

Content that is used by businesses to market its services will be geared towards powerful content creation techniques which will help earn the business’ services at the top ranks during voice searches on search engines such as Google.

Some of the following steps in improving a company’s content for online marketing are:

  • Review the current content.
  • Identify those which can be improved or corrected.
  • Determine the possible questions or search engine searches that these contents can answer.
  • Recheck the volume of searches for the contents.
  • Frequently update old content and make new content.

3. Voice Searches Tends to Use Longer Keywords and Sentences

Content for businesses marketing its services online will shift to longer keywords using long sentences. Due to the fact that most of the voice searches performed by many potential customers of hotels and other accommodation businesses are in long sentences.

The potential customers of hotels and other accommodation companies tend to use multiple words in doing voice searches compared to the conventional method of typing words in search engines.

These keywords are called long-tail keywords which is typically exceeds three words. For voice searches, long-tail keywords are more important in reaching top ranks in search results than the typical keywords used for the traditional search engine optimization.

There are many tools available in the market that may help businesses acquire effective long-tail keywords for voice search engine optimization.

Companies may use these tools to help them in coming up with effective long-tail keywords for their content. The endless technological advancements in SEO and its effect on online travel marketing is huge. According to a recent study, 43% of adults in the United States are using voice search technology daily and this trend will continue to increase in the coming years.

This is a major reason for the increasing demand for online marketing for different industries such as the travel industry.

The travel industry is a growing worldwide industry. Its growth includes the use of the latest technological trends like Instagram, YouTube, voice search and more. Businesses in this industry utilize the internet to advertise their service since there is a growing trend in the volume of online searches all over the globe.

Voice search technology is the new booming trend in the world of SEO and it can and will change how online marketing is done from keyword construction to the overall content creation process.

The author is David Kovacs an entrepreneur and a performance-driven digital marketing expert. David worked with businesses that range from Fortune 500 companies to start-up ventures. He is the founder of a digital agency Travel SEO that helps growing travel businesses profit from online marketing with #1 page rankings.

6 Non-Spammy Link Building strategies

By Guest Contributor on November 4, 2019

Why are Backlinks are so Important?

The backlinks are very important from the SEO point of view, it not only increases the Domain Authority of a website, but it also helps Google to find your website. Good and relevant backlinks increase your credibility, reputation, and drives more traffic to your website.

Google crawlers use backlinks to find, crawl, and index on your websites.

Google has become smarter with its new algorithmic update; it can understand the quality of backlinks and content. It gives more importance to the number of websites linking to it.

Google not only examined a webpage’s content but also gave priority to the number of websites linking to it.

Link Building Tips

  1. Build Genuine Connections

If you want to survive your online business and want to scale it, then you need connections or relationships. You need to create relationships if you would like to get more shares that are social. If you’d like links in higher quality and great quantity, you guessed it; you need to invest in relationship building.

Without good relationships, you cannot survive your online business presence.

Remember- “Number of social shares is directly proportional to the number of relationships.”

For building connections, you should regularly publish high-quality content that solves a particular problem or add value.

This will help you to gain good quality links, and you won’t have to ask for the links because your content will attract them.

You should follow the bloggers or influencers of your niche. Start following them on social media like- Linkedin, Twitter, Facebook, Ask questions or comment on their blog posts.

You can also ask for the backlinks from the people or websites of your niche.

This process may be time taken, but it is a good way to build connections and to gain relevant backlinks.

  1. Include infographics

Infographics are the visual presentation that presents your data in a more precise, accurate way and covers all the key points of your business or products.

Infographics are the easiest way to get backlinks, but for this, you have to more creative. Some of the common features of infographics are they are unique, instantly connects with the audience, simple and easy to understand, and the most important- they are easily shareable.

Some of the common steps to build attractive infographics are-

  • Write unique and catchy headlines- Make sure that your headline instantly grabs your audience’s attention.
  • Avoid adding too many graphics- Include white spaces in your infographics.
  • Avoid too much text- Keep minimum text and more visual elements or images.
  • Avoid too much topic- Focus on a single topic, and avoid adding more than one topic.
  • Mention URL- Use relevant URL’s in your infographics
  • Add logo- At last, don’t forget to add your company logo.
  1. Include case studies

One of the best ways to write content is to include case studies and factual data especially if you are writing a type of content that is difficult to create but in future has a great chance of gaining backlinks. For this you have to do research, you can read books, or ebooks to find appropriate articles.

Including real and relevant case studies in your content increases the quality and credibility of your content and ultimately increases the chances of gaining more backlinks. It will also differentiate your content from the regular content.

You should check that the information that you are providing should be real and avoid adding too many technical details.

To improve your audience involvement, you should include images that help readers comprehend the data in a way. Don’t forget your audience language; try to write the content that your audience can understand and connect with.

I am sure that any blogger or publisher in your niche who wants to deliver more value, increase the trust, and to improve the engagement of their readers won’t hesitate from linking to your content.

  1. Guest posting

Guest posting is one of the valuable, best and effective ways to get backlinks. Focus on the guest posting websites of your niche. Avoid using the same content to publish on different websites. Ask the publisher to include a follow backlink from their website to yours.

  1. Give Genuine Testimonials

Testimonials can be used to build links and is a verified technique that you can implement. You should write reviews or testimonials for the business or product that is relevant or related to your niche.

  1. Comment on blog posts

Commenting on the blog post of your niche or industry can increase the chances of backlinks. By this, you get the links and can also build the relationships. Avoid overgenerous; you can write a comment that compliments the author and adds insight into the topic.

Tips to avoid during link building

  • Avoid Irrelevant Links
  • Avoid irrelevant links to your website and focus more on relevant links. Avoid Do-Follow blog comments.
  • Avoid buying links

Buying backlinks is easy on the web, but Google knows everything with its algorithmic update it can identify the private blogging network and puts that in its bad link list. The paid links may drive traffic to your website, but this traffic will be low quality and irrelevant. The paid links are unethical, irrelevant, and Google never favored them.

  • Only building do-follow links
  • Avoid too many anchor text

Author’s Bio

Hitesh Khurana is a Digital Marketing Executive at Quantum IT innovation, a reputed Mobile app development company in the USA. Along with writing for the company he is an admirer of classic literature, drama, and a true cinephile. You can find him writing meaningful poetry when he is not busy with his dog.

Free and Paid Social Media Analytics for Marketers

By Guest Contributor on November 4, 2019

Social media plays an important role in the business world. It is a great way of widening the customer reach of your business as almost ninety percent of the world’s population is active on different social media platforms. Any business enterprise that is not making use of social media platforms to reach out to its customers is certainly lagging behind its rivals in a lot of aspects. But merely making use of social media platforms is not sufficient. One needs to make the right use. Social media analytics can help businesses in making the most of their social media marketing.

Social Media tools help in businesses in gathering meaningful information from social media platforms and using the same in making business decisions to enhance their marketing strategy. The underlying idea behind using social media analytics is to understand customer sentiments and improve customer service activities.

But social media analytics is not only confined to gathering social media data from social platforms but across other web portals as well to have an overall comparison of the online content of a brand or business. Social Media analytics can take many forms, but it is always about acquiring relevant social insights to devise or alter business strategies accordingly.

Why do you need social media analytics?

Social Media Analytics offers many advantages to businesses. Some of them are explained below:

  1. It helps businesses in providing exceptional customer care and services to their existing and prospective customers. Customers are the top assets of an organization. Keeping them happy and satisfied is crucial for the success of any business.
  2. It helps in discovering new customer segments, which sometimes are difficult to identify through other means.
  1. The right application of social media analytics helps in Identifying unmet or new customer needs way ahead of your competitors, thus helping you capture a large chunk of market share before them.
  1. Social media analytics helps businesses in responding timely to a crisis or any activity that might harm the reputation of your business across social media platforms. In short, it helps in effective damage control.
  1. Helps in tracking the newest trends in the market related to your brand and business. Identifying new products and services to offer to your customers.
  1. It helps in understanding your customer experience with your content and products through meaningful data so that you can effectively plan your next move to enhance their experience.
  1. Social media analytics also help to keep a track of your competitors’ performance and learning their strengths and weaknesses. With their weaknesses, you can concentrate on coming up with effective measures to win their dissatisfied customers.
  1. Helps in boosting your brand’s social media marketing campaigns with innovative and engaging ideas.
  1. Helps in identifying potential influencers and brand ambassadors, with whom you can collaborate to enhance your brand’s awareness and reach.

Stages of social media analytics:

Social Media Analytics mainly has three stages:

  1. Identifying the primary business goals.

The first stage involves deciding the primary goal. There could be a number of primary goals behind social media analytics such as increasing leads, increasing downloads, knowing your rivals, building a positive brand image, learning new trends in the industry, customer management and so on. It is important to first set out business objectives gives to conduct your social media analytics activities properly.

  1. Determine social key performance indicators that you should track and monitor

There are a number of key performance indicators that help in determining the success or failure of your social media campaigns. These key indicators vary from business to business. Businesses should determine the KPIs that will be applicable to their brands before proceeding with social media analytics. 

  1. Analyze Social Data.

Once you decide on the above-mentioned factors, the next step includes analyzing the actual data with the help of social media analytics tools. These tools will help in generating the required information and taking appropriate actions.

But how would you gather such meaning information for your social media marketing? Thanks to the world of mobile applications or the availability of innumerable tools and apps that help serve as an effective social media analytics system.

Some of the best free and paid social media analytics apps for marketers are mentioned as under:

1. Keyhole

This app has a lot to offer to its users. It simples the reporting process, which results in easy sharing of the results. It shows you when your customers are most active on your website thus letting you know the time when your customers’ engagements are at peak. Thus it lets you get inside the minds of the customers and know the prime factor behind customer attraction. It helps you see the number of impressions, posts, reach an account or hashtag is getting.

2. Rival IQ

Yet another great social media analytics app for tracking social media performances. As the name suggests, this app helps in keeping a track of your rivals’ activities. It notifies you with real time information when any new content is posted by your rivals in social media platforms. Thus it helps you take appropriate decisions or steps as a response to your rivals’ posts. With the right decision at the right time, you save yourself from losing your market share. It also helps you analyze what is trending and customers are looking forward to seeing. Thus it becomes easier for businesses to discover fresh and significant content for promoting their products and services.

3. Sprout Social

Sprout Social is a great social media analytics app for reporting and management of social media activities. It helps you generate your own social media calendar and schedule your posts as per the most suitable time to capture your customers’ attention. It also helps you listen to relevant social media conversations regarding your brand and learn about what is keeping your customers happy and satisfied. This app is being used by some top brands like Adidas, Edelman, etc.

4. BrandMentions

BrandMentions is another powerful social media analytics app that helps in a wide range of social media management tasks such as brand monitoring, reputation management, competitor spying, and business intelligence. You can monitor your brand’s performance and impact and manage its reputation through different social media platforms. It helps you learn how your competitors are performing in the market. And it also provides useful information regarding the success of your brand awareness campaigns. It keeps its users updated with real-time notifications.

5. Reputology

This app, as the name suggests, helps you in maintaining a good reputation of your brand or company. But how? We know what role do reviews and ratings play in promoting our business. A single bad review of your business can spread like fire and ruin your reputation in front of other customers. With Reputology, monitoring and analyzing your reviews become much easier before it gets spread. Moreover, it also helps in promoting your positive reviews to your customers. With this app, all your reviews can be handled through a single platform instead of visiting and checking every other platform. Thus the work becomes easy and less time-consuming.

6. AgoraPulse

AgoraPulse is a social analytics tool that is designed for marketers to help them in identifying their best content to know what to serve their clients with. With this app, all your social media activities can be monitored seamlessly through one platform thus saving a lot of time. Besides monitoring your activities, you can post your content on all social media platforms at once. It also helps in auto-publishing your content to help it reach more and more target audience.

7. TapInfluence

In today’s time, Influencer marketing has become an effective way of promoting your products and services to target customers and widening your reach. But it is important to first measure the impact they are actually able to create on their audience. Spending on the wrong influencers will prove to be costly for your business as they won’t be able to deliver the desired results. Choosing the right influencer as per your business type is crucial. The app TapInfluence helps businesses in finding the right influencers for their business. It provides important about all your potential influencers like their reach and impact, their charges for promotion and so on. Thus it makes it easier to connect with the right influencers, which otherwise takes a lot of time and effort.

8. Socialbakers

Socialbakers lets keep a track of your entire social media activities by measuring your social media performance and benchmarking your results against the performance of your rivals and other industry players. This is an AI integrated app. AI technology helps in identifying your brand’s target audience on social media platforms, the type of content that interests them and most loved influencers. With all this helpful information, it helps you make your marketing strategy effective.

9. Tailwind

Tailwind is a social analytics app for managing your Pinterest and Instagram accounts. It helps you understand how your posts are performing in terms of reach and engagements, lets you discover relevant content that interests your customers and increase your reach, monitor conversations about your brand and take decision for corrective measures. This is a one stop solution for analyzing your performance on Instagram and Pinterest. Through this app, you can upload images in bulk and also schedule your posts for publishing the same at the users’ most engaging times. If you thinking about iOS so here is the way how to create a second Instagram account for business.

10. Brandwatch

In a dynamic business world, relevant market Data plays a key role in devising a proper marketing strategy for your business. But how will you gather such data? BrandWatch is the answer to this question. This app simply provides you with the right industry data to make smart marketing decisions. With in-depth insights into your target customers’ minds, it becomes super easy to come up with products and services that can be easily sold. This app also helps its users in identifying important online conversations about your brand that your customers are engaged in and analyze the same to gather critical information to enhance the customer experience.

11. TweetReach

TweetReach, as the name suggests, is an app for analyzing helpful metrics for your Twitter posts. Twitter is one of the most important social media app having a worldwide presence. TweetReach helps its users in knowing how far their tweets have traveled. With this, you can see the number of impressions, reach and overall engagement received by your tweets. It helps in monitoring the top influencers of your brand. It provides real-time metrics thus facilitating faster decision-making.

12. SNAPLYTICS

This app is for the popular social media platforms Instagram and Snapchat.

It helps lets you see the number of engagements your Snapchat and Instagram posts and stories are receiving. With its analytics report, it can help in determining the content type that can create the most and everlasting impact for your brand on these platforms. This tool also allows its users to schedule posts for you to automatically go live when you’re not looking.

13. TwitBlock

This app is designed with the purpose of eliminating spam from your Twitter stream. The app keeps track of all your Twitter followers to look for characteristics associated with junk Twitter accounts. This helps in identifying the spam accounts and blocking them from your twitter stream at the right time.

14. NetBase

This app helps in tracking social media conversations about your brand and make important marketing decisions based on the same. Users can keep a real-time track of the performance of their brand campaigns and identify top-performing campaign elements. This helps in identifying content that can keep your target audience engaged. This app is used by brands like Coca Cola, Taco Bell, etc.

15. Oktopost

This app provides three powerful solutions through one platform, namely, social media management, social employee advocacy, and social media promotions. Through its social media management functions, businesses can publish their content on social media; engage with their audiences and track valuable insights and metrics. Employees can share your brand’s content on their personal social networks and widen your content’s reach. It helps you in generating interactive social media marketing campaigns to increase your lead generation.

16. Brand24

Brand24 keeps a track of all the mentions about a keyword, product or a brand name on the web, analyze the same and provides a comprehensive analysis to the users. With the help of its analysis, one can learn where their keyword or product or brand name has been mentioned, the ratio of positive and negative sentiments associated with it, the top users of the same, and related terms around it, if any.

17. Hootsuite

Hootsuite is a Social Media Management tool. It helps its users to keep track of and manage their social network channels through one platform. It lets you monitor different conversations about what people are having about your brand on online spaces and help you respond to them instantly. Be it Facebook, Twitter, Google+ or any other social media platform, you can view streams from all these platforms and post updates directly through this app. In today’s time, social media has become one of the best ways of marketing your products and services. And with so many social media platforms making their presence on the Internet, Social media management tools like Hootsuite have become the need of the hour to monitor your brand’s activities on all every network.

18. Quintly

This app helps businesses in social media management, client management, centralized social media analytics, monitoring influencer performance and ranking. You can measure your brand’s online performance against its rivals. It helps in tracking conversations regarding your brand. It helps you keep a track of the success of your social media marketing campaigns.

19. Minter.io

Minter.io is meant for keeping a track of your Instagram analytics. It lets you monitor the reach and engagements of your posts and hashtags to have a deeper understanding of your audience’s needs. Users can see when their audience is most engaged so that they can post their updates at the best time. It also offers reports in PDF formats to have a better understanding of the results.

There’s no one-word answer for the best social media analytics app. All these apps have their own merits and demerits. Some might prove highly beneficial for certain businesses while being not very useful for another. Hence before proceeding to use it, businesses and brands should look at its features carefully and determine if the same will fulfill their goals. The best way is to prepare a comparison chart and determine the app that best suits the needs and requirements of a certain brand.

How to Adapt with Evolving Influencer Marketing Strategy?

By Guest Contributor on October 30, 2019

Every new technological advancement changes the world in some way or another. Perhaps nothing changed the world as rapidly and as drastically as the internet. It made the distance meaningless when it comes to communication.

With the rise of social media, it became easy for anyone to share whatever they wished to with the whole in an instant. It changed the world and communication as we knew it.

Emojis became mainstream and acceptable for public discourse. It has also reduced the distances between the brand and its audience. It has forced the brands and businesses to connect with their customers at a very personal level.

Social media also created a new type of celebrity. Someone who could connect with a large number of people and influence them with their content. The scale could be from a few thousand to millions.

They make the content that millions find relatable and worth sharing with friends and family. The term influencer is used to describe them.

Need for Influencer Marketing

In a time where the audience is viewing advertisements with distrust influencers are a way to reach out to the large audiences with trust. Hence there is a growth and interest in influencer marketing, i.e., using influencer as a medium to reach and connect with your audience.

Here are a few different aspects of the influencer marketing that you need to keep in mind.

Different types of influencers based on the number of people that follow them-

The most simplistic division of influencers would be by the number of people that follow them. It is also the easiest one and a more quantifiable one. There are a few influencers that are followed by millions and are wildly popular. Then some influencers only have a few thousands of followers but command strong loyalty.

Different social media platforms classify influencers differently. But here is the general categorization.

Nano Tier influencer – influencers with 1 Thousand followers to 10 Thousand followers.

Micro Tier influencer – influencers with 10 Thousand followers to 50 Thousand followers.

Mid-Tier influencer – influencers with 50 Thousand followers to 500 Thousand followers.

Macro Tier influencer – influencers with 500 Thousand followers to 1 Million followers.

Mega Tier influencer – influencers with 1 Million followers to 5 Million followers.

Celebrity Tier influencer – influencers with 5 Million followers to 10 Million followers.

Numbers aren’t everything.

One of the biggest misconceptions is regarding the number of followers. The number is a metric, albeit an important one when it comes to judging and deciding different influencers.

But the numbers don’t tell you the whole story. There is a perception that influencers with a more significant number of followers will have a bigger reach. It would be right to some extent but not always because of two reasons.

Everything on the internet isn’t true –

The Internet is not a real place but a virtual one. Not everything on the internet is accurate. The same is apt about influencers.

There is a possibility of influencers using bots or buying fake followers or likes to inflate their numbers.

That isn’t to say all influencers inflate their numbers, but there are a few who do. So you have to be aware of this and keep that in mind.

Bigger isn’t always better-

Sometimes even if the numbers are genuine, they don’t tell you the whole story. There are different aspects that you need to know and consider.

Sometimes as an influencer grows, they lose touch with their followers. Or there are cases where the followers are genuine, but they are passive and are not well connected with the influencer.

Influencers can have dormant subscriber base for many reasons. Maybe the content is no longer appealing to the followers, and they have moved on elsewhere. Or the influencer has changed the content and its tone.

Or subscribers have grown and no longer feel attracted to the old material, and this generally happens with the teenage audience. Many times the audience change their taste and move on while still being subscribed to the previous influencers.

Hence even if the influencers have the same number of followers, their reach might be different.

Niches

There is another thing that you would need to keep in your mind while categorizing influencers, and that is a niche. Like how not all influencers are the same, not all niches are the same.

There are niches where the communities are more tightly bound. Here even if the number is small, the loyalty and connection are stronger than many prominent niches with not so tight bound communities.

So before considering any influencer, it is better to do primary research about them, their niches and type of followers that follow them.

Advantages of Influencer marketing

Here are a few stats that you need to know.

With the time it has become evident that the people online hate advertisements, especially Millennials. They will try every possible way to block as many online ads as possible. We are increasingly entering the age where people are not trusting the advertisements.

All this is making direct advertising to the customer a lot harder. People are moving away from ads. They are reaching out to the relatives, friends, and the influencers they trust for recommendations of the brands and products.

Not only that, people are more willing to try a brand that was recommended by the people they like, and influencers they trust. So in these times when direct advertising seems to be in decline, influencer marketing gives you a way to reach your audience.

How to adapt to influencer based marketing

  • Do not blindly rush to big influencers.

Generally, bigger influencers dominate the attention of the brands and businesses. Most brands look forward to teaming up with a prominent influencer as much as their budgets would allow them.

This is understandable as there is a higher possibility of their content getting viral online. But while focussing on the more prominent players, they tend to forget other players.

Rather than focusing on the more prominent influencers, it would make more sense to look into the small but emerging influencers. That helps in many ways.

For example: Rather than just going for one mega influencer, you can go with multiple micro-influencers. This way, you have a lot of different audiences who are engaged deeply with their content creator, and smaller creators don’t charge much. They can also be reimbursed by giving them products or giving them some services.

  • Have long term contracts.

Rather than having a one-off campaign with influencers, try to have long term contracts. That gives them the incentive to promote your brand.

It also helps in reaching them out in future, especially when they grow and become significant as an influencer.

  • Don’t forget the influencers around you.

While focussing on different influencers don’t forget the ones that are at home. What that means is that most businesses have employees that themselves are Nano influencers.

Ask your employees to use their social media to promote your brand. Get goals and give incentives for them to promote your brand and business online. You’ll be amazed at how much of a difference it can make.

  • Focus on the content.

It is essential to focus on how your target audience receives your brands. People are very sharp when they see a brand being promoted insincerely or; lousily. It is better if you give some material that can be used and integrated into the content.

Having a few success stories and the positive experiences of your earlier customers give the new ones the confidence to try it. It makes them open up to your brand a lot more quickly.

What you need to be cautious?

1. Values of the influencer and his audience

The influencer you select becomes your brand’s ambassador. It also means your brand supports the influencer and gets associated with their content. All this runs into the risk of associating your brand being with their values. So any controversial or outrageous content produced by them might attract negative press for your business.

Hence it is crucial to know the influencer you choose and understand the nature of his content and his personality.

2.  The content question-

It is not just about the influencer. You also need to see if your brand/product is appropriate or goes with the content. Many times the content the influencer creates doesn’t match the tone or the message of the brand. That might mean that the brand message will not reach the target audience as you intended it. Or even worse it might give wrong or even a negative response. Hence there is a need to monitor the content.

To Conclude:

Influencer Marketing is an emerging marketing that should not be ignored. It is still a new type of marketing, and it has a long way to go. It is better if you get on it early before your competitors or when the market becomes crowded.

There are many things you need to be careful about. You should check if the influencer follows the laws and guidelines set by the government. You should monitor their content and see the response of the audience. You should use tools to measure the effects and the ROI on your brand.

Author Bio: Gaffar Ali

Gaffar Ali is a creative content writer primly working on customized branding services at Wolftain. Currently into blogs, his passion lies in story writing. He is curious about different markets, philosophies, people and the world. But most importantly, he is a certified lover of everything “anime”.

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