Building your brand through marketing can be overwhelming for entrepreneurs. Testing every marketing strategy to find out which will best work foryour target market is a real challenge. Learning to speak your target audience’s language can help you buildyour brand successfully.
“You can identify key trends by listening carefully to the evolving needs and goals of your customers. When they express a new need or goal, you can then develop new offerings proactively that will fulfill them,” writes Jim Taylor Ph.D.
Influencer Marketing
Some businesses utilize the help of people with large social media followings to drive their brand’s messages to the broader market and allow customers to come naturally over time. This is found to be more effective than paid links or boosts posts.
“Pursuing a broader set of goals on social media is more productive… Whatever your goals may be, it is important to identify them and conduct your social media activity accordingly,” writes Utpal Dholakia Ph.D.
Some brands are reportedly shelling outalmost $100,000 and more just for a single sponsored Instagram post. But don’t worry if you don’thave that much amount of money to advertise your product because there areinfluencers who will do it for a much lesser cost.
Huge celebrities, middle influencers, and nano influencers make up the groups of influencer marketing.
Huge Celebrities are those celebrities with millions of followers globally. Ariana Grande, Selena Gomez, Kim Kardashian, The Rock (Dwayne Johnson), Beyonce, Will Smith, and Taylor Swift are just to name a few.
Middle Influencers are your average popular personality, like bloggers, with almost 10 to 250 thousand followers. They are your everyday influencers who give their audiences quality contents.
Nano influencers have little followers. They are generally your everyday social media users, bloggers, YouTubers, industry experts, enthusiasts, who only have around 100 to 10 thousand followers.
The Most Influential Among The Influencers
You may think that celebrities with the highest number of followers can give you the conversion you desire. Well, being a celebrity doesn’t count when it comes to marketing.
As a matter of fact, in a survey conducted by Digiday, nano influencers give you an 8.7% engagement as compared to 1.7% of celebrities despite their million followers.
The nano influencers or micro influencers may have the smallest number of followers among the group of influencers, but they indeed are an asset when marketing your brand.
Micro influencers just focus on one particular subject. They build their followings on the niche they are knowledgeable and passionate about, which gives them the reputation that they are trustworthy and likable.
“While learning from others can undoubtedly be an incredibly positive and prosocial event, it is imperative that individuals do their research and due diligence,” writes Goali Saedi Bocci Ph.D.
The Keller Fay Group and Experticityjoined together to conduct a study on the influencer markets. Their findings showed that 82% of the respondents (customers) would instead follow the suggestions of nano influencers. Another thing they discovered is that weekly, micro influencers talk about what to buy 22.2 times more than an average consumer.
What Else Makes Micro Influencers Ahead In The Marketing Landscape
People may think that having a million followers can make him useful in recommending a product. Yes, they may be able to relay the message to their million followers, but not enough to convince them to buy.
Having the conversation on a more personal basis – such that of a micro influencer with fewer followers, giving a more direct recommendation and suggestions- appeal truer and trusting to the people.
People follow advice from influencers for it has more impact and appears more credible and believable as they are better at explaining why you should purchase the product or how it could be used.
Influencer marketing works effectively in converting your audience into customers as they are the ones with real voices. They tell stories with authenticity, just as how it happens in real life. Their goal is to create awareness, emotion, and intent to buy comes last.
The credibility of micro-influencers is built based on their uprightness, knowledge, and passion on their niche. Those are the qualities that make them more powerful than other groups in the influencer marketing landscape.
Reference:
Kirkpatrick, D. (2016, March 31). Micro-influencers have major impact on buying behavior: study. Retrieved from https://www.marketingdive.com/news/micro-influencers-have-major-impact-on-buying-behavior-study/416579/.