Category: DIGITAL MARKETING

Sales Funnel: How it Works, Definition, Stages, and Importance

Sales funnel also known as a revenue funnel or sales process refers to the buying process that companies lead customers through when purchasing products. The definition also refers to the process through which a company finds, qualifies, and sells its products to buyers. Keep reading for more details.

In the digital marketing industry, the sales funnel is one of the core concepts which can take your business from the unknown to a multi-million-dollar marketing machine.

If you want to take your business from zero to hero in no time, you must learn what a sales funnel is and how it works.

Did you know some marketers have built a career around implementing this single marketing concept?

Simultaneously, many entrepreneurs, coaches, influencers, and even marketers find it hard to wrap their heads around this concept.

So, we decided to develop a comprehensive blog post, explaining the sales funnel, its importance, and how it works. We also added ways you can create and optimize your marketing funnel to make the maximum impact for your business.

Why Is Sales Funnel Important?

A sales funnel helps you understand what potential customers are thinking and doing at each stage of the purchasing journey.

These insights allow you to invest in the right marketing activities and channels, create the most relevant messaging during each stage, and turn more prospects into paying customers.

From the moment prospects hear about your product or service until the moment they make a purchase (or don’t), they pass through different stages of your sales funnel.

That journey through your funnel may change from one prospect to another, but in the end, they’ll evaluate it based on their interest level.

They’ll think about the problem they’re trying to solve and conduct competitive research to make sure your offering is the best solution.

Before you start building your sales funnel, it is essential to have a clear business vision, develop an e-commerce marketing strategy, and then define your target audience to work towards your business growth.

If, for example, you are looking at how to create an online clothing store, you need to follow specific steps to develop your business and stay successful.

Stages/Phases of a Sales Funnel

The typical sales funnel is divided into multiple steps, which differ depending on the particular sales model. One of the most common ways of dividing a sales funnel possesses seven phases including:

Stage 1: Discovery/Awareness Phase.

Stage 2: Interest Phase.

Stage 3: Decision Phase.

Stage 4: Action Phase.

Each funnel pushes qualified leads into the next stage and removes those that aren’t a good fit for your products or services. Let’s discuss the stages of a sales funnel to understand how sales funnel works:

Stage 1: Discovery/Awareness Phase

In the awareness stage, your ideal customer may realize they are going through a problem.

But they’re still struggling to identify their challenge. This person could have many questions about their problem and how your business can solve it. At this point, they need to seek resources that could educate them about the problem.

This is where having additional content will come in handy. You want to have content about your products or services that your potential client can find on the web or on social media.

If you’re a life coach, your prospects at this stage might be asking this question: what is the purpose and direction of my life?

Or, if you sell mattresses, your prospects at the awareness stage might be asking: why do I wake up with lower back pain?

So, at the top of the funnel, your audience needs information so they can articulate their problems and ask the right questions.

Your job at this point should be to create content that educates them on their challenges or problems. That’s the way you convert untouched prospects into leads and move them one step down the funnel.

Stage 2: Interest Phase

At this stage, your prospects understand their problem and know something about your business, but they want to learn more.

However, they’re not yet ready to buy or sign up for your products. They’re still looking for possible solutions.

People usually take into account all available solutions to solve their problems.

For example, they’re sure that they need to do something to fix their back pains, but they’re not quite sure whether or not your mattresses are the right product to buy.

In other words, they’re looking for types of solutions rather than evaluating solution providers.

This is where you need content that tells how your mattress can help them get rid of back pain and why they should buy them.

Stage 3: Decision Phase

This is where your potential clients are ready to buy. They might be considering you as well as your competitors. Now your potential customers are at the bottom of the funnel knowing everything about their problem and potential solutions.

And, most importantly, they’re ready to select the business to buy the solution. Their questions at this stage are vendor-driven. This is when you should be making your best offers.

Small factors like free shipping, a bonus product, or a discount can set your offers apart from your competitors.

Whatever you offer, make it so attractive that your website visitors or audience will rush to become your customers.

Stage 4: Action Phase

At the very bottom of the sales funnel, people take action. They buy your products or services and you finally convert a cold lead into a customer through a well-defined process. At this stage, you should be thinking about turning one purchase into five or ten.

If they decide not to do business with you, your efforts can still produce results. Create nurture campaigns to stay top of mind.

Also, make sure to create some remarketing audiences and lookalike audiences to get back in front of your ideal customers one last time.

You can further engage with your customers and encourage them to leave feedback. You can have another stage in your sales funnel that deals with customer retention.

Your story doesn’t end once someone buys your products. A customer can be turned into a repeat customer and brand advocate.

To keep your customers happy, you have to help them thoroughly with all aspects of their problem.

Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel June 3, 2021 0 Comments

Sales Funnel Optimization Strategies and Tips to Employ

Sales Funnel Optimization is the process of fine-tuning a sales funnel and its stages for the highest acquisition, conversion, and retention of prospective customers. To optimize a sales funnel, strategies and tips need to be employed. Keep reading to know more.

Before you start building your sales funnel, it is essential to have a clear business vision, develop an e-commerce marketing strategy, and then define your target audience to work towards your business growth.

This is where understanding the intricacies of a sales funnel comes in. Such intricacies include;

  • Upselling
  • Downselling
  • Tripwire Marketing
  • Paid Media ads
  • Sales page
  • Retargeting
  • Email marketing, and various other tips strategies one can employ. Let’s glance at some of these.

Upselling

Basically, a Sales Funnel Optimization technique where a seller invites the customer to purchase more expensive items, upgrades, or other add-ons to generate more revenue.

While it usually involves marketing more profitable services or products, it can be simply exposing the customer to other options that were perhaps not considered.

Upselling is focused on upgrading or enhancing the product the customer is already buying.

For example, a housekeeping service might upsell a customer buying a weekly cleaning package by offering a package with more rooms, and cross-sell by also offering a carpet deep cleaning service.

Downselling

A downsell is the reverse of what is happening in an upsell, rather than selling a higher-priced product, you offer a similar lower-priced product.

These lower-priced products also help to increase the average order of the customer and bring more profit into the business.

Downselling is a sales technique where you offer an alternative to the primary upsell by offering a more budget-friendly or more convenient buying option to your customers after they must have rejected or declined the upsell.

To some, seeing a reduction in price or a slight change of offer to suit the atmosphere causes a negative impression about a brand or doubt in the authenticity of a product.

While that could be true in some cases.

It’s your call as a business owner to study your audience and present the right downsells to people you think aren’t fit at the moment for your core offer.

Tripwire Marketing

Tripwire marketing is the Sales Funnel Optimization practice of offering leads a low-cost product with the intention of selling them more expensive products later. Tripwire marketing is a common practice intended to increase first customer acquisition.

The term tripwire marketing might sound a little shady like you’re trying to get one over on your customer. That’s not the case at all.

Marketing and advertising experts have been using tripwire marketing for decades in one form or another, and it works just as well online as it does in brick-and-mortar stores. In fact, it’s even more effective because you can more easily stay in touch with the customer.

Let’s say you run a subscription service for which you charge $30 per month. Customer A has been a loyal subscriber for six months, then suddenly cancels his membership.

That’s a tripwire.

You can then use email marketing to reel in Customer A. Reach out via email to ask what went wrong or if you can improve your subscription service in any way.

Then you offer a can’t-miss deal, such as one month for $5 instead of the standard $30 — with the option to cancel at any time, of course.

Paid Media Advertising

Paid media is defined as the purchase of ad inventory on a media channel or publisher site to broadcast your brand message and reach your target audiences. It is a form of digital advertising that includes sponsored content to promote a brand’s products or services.

It is all about paid promotions on other sites to display your marketing message and influence audiences you could never reach before. This can be done on social media, websites, blogs, publications, etc.

An essential component of a digital strategy for brand awareness and revenue growth is media. Media acts as the channel and real estate that carries the brand message and promotes the brand or the brand message.

Sales Page

Not to be confused with a business website or blog, a sales page is a standalone page created with one specific purpose in mind, to secure sales for your product.

The product or service you’re selling on your page can differ depending on your industry or niche. However, the purpose of your sales page remains constant – getting visitors to convert into customers.

A sales page is a great opportunity to explain your products and services to visitors and make them want to buy. It needs to be attention-grabbing, informative, and persuasive, all at the same time.

And if it’s not optimized for conversions, you’re losing money. That means any marketing and advertising budget you’re spending to promote your products will be wasted.

Retargeting

Also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website.

For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach 98% of users who don’t convert right away.

Retargeting is a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the Web.

Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel).

The code, or pixel, is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie.

Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.

Retargeting is a powerful branding and conversion optimization tool, but it works best if it’s part of a larger digital strategy.

Email Marketing

Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

It involves using email to send advertisements, request business, or solicit sales or donations. We have created a concise article on email marketing. You should read it here.

Sales Funnel optimization is the process of fine-tuning a sales funnel and its stages for the highest acquisition, conversion, and retention of prospective customers.

While no sales funnel is perfect, there’s nothing to say that you can’t influence the purchase decision of potential buyers and improve your sales funnel conversion rate. Sales funnel optimization works best if it’s part of a larger digital strategy.

We hope this was useful to You. Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel June 3, 2021 0 Comments

Paid Media Advertising: Definition, Types, and Strategy

Paid media advertising is that part of marketing and advertising that requires the purchase of ad space to promote a brand to larger audiences. Brands pay for content promotion to spread their message to audiences, at scale. Paid media advertising is part of a brand’s strategy to increase traffic, sales, and conversions through clicks, and ultimately increase revenue. Continue reading for details.

Paid media is marketing that you pay for. Paid media includes TV ads, print advertising, sponsorships, and other types of media.

In digital marketing, paid media includes pay-per-click (PPC) ads, paid social media ads, and search engine marketing (SEM).

Why is Paid Media Advertising Important?

Paid media is considered to be essential in a complete digital marketing strategy. Different from inbound marketing, paid media allows you to instantly get in front of your target audience and engage them where they are already spending their time.

Paid media is when a small business pays for placement on a platform such as a website, a search engine, social media, video ads, website pop-ups, newsletters, etc.

By using paid media, you can reach audiences that may never have discovered you on their own. Examples include; Paid search results, Facebook and other social media ads, Newsletter sponsorships, Influencer marketing, etc.

Types Of Paid Media Advertising

The concept of paid media has evolved to become the structured, multifaceted operation it is today. In this section, we’re digging into the various ways you can promote your brand through paid media. Here are the top five types of paid media.

Paid Social Media

Probably the most popular of the lot, paid social media needs no introduction. We see it in our everyday lives while scrolling through social media platforms.

Almost every social platform now offers paid options, where you can pay to publish ads for platform users to see, depending on their interests, behavior, demographics, location, etc.

Facebook, Instagram, YouTube, LinkedIn, Twitter, Snapchat, and Pinterest are the top-performing channels for paid social ads.

Each offers a business account that lets you create ads, or boost existing posts. Some even let you prompt users to message you, like your page, and help you get more leads and site visitors.

Instagram, TikTok, and Snapchat are also known for influencer marketing where an influential user is approached to promote brands/products to their loyal followers and fans in the brand’s niche.

Influencers are paid a negotiated amount or a percent of the sales, or some even accept gifts and goodies in return for a post about the brand.

Search Engine Ads

These include Pay-Per-Click (PPC) and Pay Per Impression (PPI) ads. PPC are those ads that appear on a publisher’s/media owner’s site but the advertiser is charged only when a user clicks on it.

These ads appear on search engine results pages almost like a native ad at the top, with an indication that it is an ad.

They also appear on websites and blogs on the top, left, or right panel – or even at intervals within the content itself.

To effectively use PPC, you will first need to identify the relevant keywords and ensure the bid amount is reasonable enough not to impact your return on investments negatively. Executed correctly, your PPC ad can guarantee you pay for high-value customers with a good chance of converting.

PPI ads are charged each time your ad is displayed on a site, irrespective of interaction or being clicked upon.

They are usually charged per thousand impressions, also known as CPM, as mentioned above. PPI ads can be cost-effective if your ad gets clicked on in addition to simply receiving an impression when compared to CPC ad prices.

Banner Ads

Banner ads, also known as display ads and web ads, are usually visual, image-based ads that show up on websites for a limited period and leads the user to the advertiser’s site or a specific landing page. This type of ad is embedded into the publisher’s website in the form of an image or gif.

The performance of the ad is recorded by its click-through ratio, that is, the number of clicks that come through to the targeted landing page from the publisher’s site divided by the number of ad impressions.

Native Ads

Native ads are those visual or text ads that match the design, typeface and look of the website they are on.

They show up on publisher websites as In-Feed, Sponsored/Recommended Content, Search & Promoted Listings, Promoted Stories, and so on. This type of ad also includes advertorials that inform and influence conversions.

According to Outbrain, native ads get 53% more attention than display ads. This is because ad fatigue doesn’t set in, and the ad doesn’t stand out as a purely commercial piece of content. Native ads are popular across social media channels such as Facebook, Twitter, and Instagram.

OOH and DOOH

Out-of-home (OOH) advertising and digital out-of-home (DOOH) advertising reach users while they are outdoor and in public spaces.

OOH has been a part of traditional advertising to reach users while they commute, shop, etc. via billboards, posters, bus shelters, benches, cinemas, etc. This channel of advertising had no digital or programmatic involvement.

DOOH has taken OOH to the digital realm with in-store kiosks, digital billboards, digital signage, display screens, etc.

The DOOH ad process is becoming more valuable today owing to increasing capabilities and effectiveness.

The ads are no longer a printed banner but a neon board with fully functional screens that can even be interactive. DOOH is also programmatic, making it easier to use and measure.

Paid search enables brands to connect with consumers at the exact moment they are actively searching for information related to their products and services.

Paid media advertising can be leveraged to increase the effectiveness of content marketing, boost your online presence, and drive business performance.

We hope this was useful to You. Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel June 3, 2021 0 Comments

Social Media Management: Definition, Tools, and Tips

Social media management is the process of analyzing social media audiences and developing a strategy that’s tailored to them, creating and distributing content for social media profiles, monitoring online conversations, collaborating with influencers, providing community service, and monitoring, measuring, and reporting on social media performance and ROI. Continue reading for more details.

All tasks, which were once marginalized by businesses, have now stepped into the limelight of companies’ marketing strategies.

Why? Because social media provides great money-making opportunities – on the condition you manage your social channels in an organized, efficient way.

What Is Social Media Management?

Social media management is the process of creating, publishing, promoting, and managing content across social media channels.

Social media management goes beyond just posting updates to your company’s social media profiles.

It also includes engaging with your audience and looking for new opportunities to increase reach and visibility.

Why Practice Social Media Management?

SM management offers several benefits, including:

Cost: No matter your marketing budget, social media is a cost-effective initiative. It’s free to join social media networks, post content, respond to user comments, and more.

Even advertising offers a profitable channel for reaching your audience and building an online following.

Reach: Social media networks, from Facebook to LinkedIn, can connect you with users across the world. You can also use social media platforms, like Pinterest, to reach niche audiences.

Traditional marketing and advertising can’t match the reach — or price — or social. That’s why social media management is a must for businesses.

Users: Incorporating social media into your marketing strategy allows you to align your marketing initiatives with user behavior.

For example, 74% of people now use social media when making purchase decisions. Not to mention, 80% of people get advice about a purchase through social media.

Performance: Marketers and business owners alike agree on the performance of social media marketing and advertising.

Via social, companies can build their brand and even generate leads and sales. Almost 45% of business-to-business (B2B) marketers, for instance, have earned a client through Facebook.

With social media’s multiple advantages, it’s worth considering your marketing strategy.

Basic Social Media Management Strategy

Developing a social media strategy is an important part of making sure that each of your campaigns is helping you get closer to meeting your marketing goals.

After you have decided which channels you plan to use, you’ll need to consider how often you plan to post and what types of content you will post.

Start by considering what you know about your audience.

What type of content do they like best?

Develop content that’s engaging but also speaks to their needs and challenges. If you need help getting started, check out these social media marketing ideas.

You should also consider how you plan to make engagement and response a consistent part of your social media management.

Do you plan to reach out to fans and followers and start a conversation? How often will you respond to questions and concerns posted on your page?

Do you plan to use contests to engage your audience? All of this should be somewhere in your social media strategy. You should summarily practice these:

  1. Creating a Social Media Schedule
  2. Creating and Posting Content to Social Profiles
  3. Responding to Fans and Followers
  4. Engaging with Others on Social Platforms
  5. Creating Social Media Advertising Campaigns
  6. Managing Contests and Giveaways
  7. Tracking Performance Over Time

Hire A Social Media Management Company

Knowing what the subject is and why it’s important is only half the battle.

Now, you have to put that knowledge to use and start making decisions about your company’s social media management.

For many small businesses, there just isn’t enough time or resources to dedicate to effective social media management.

Posting quality content consistently takes a lot of time and effort that some small business marketing teams just don’t have.

Not to mention, you may not have anyone on your team with the expertise or skills needed to implement effective campaigns.

This is where a social media management company comes in.

A social media management company like CHROMITE SOLUTIONS  helps supplement your digital marketing efforts by providing expert social media marketing services.

Not only do we have the time to dedicate to implementing your campaigns, but we also have the skills and knowledge needed to ensure that your social media efforts are a success.

By this point, there should no longer be a question about what is social media management.

Outsource Your Social Media Management

A lot of businesses try to launch and maintain social campaigns, including your competitors. Get ahead of your competition and use social to its full advantage by exploring and investing in social media management services.

The business potential of social networks is immense. Brands can leverage social media platforms to successfully drive their objectives across the marketing funnel, from raising brand awareness to increasing store visits.

But to be able to accomplish this, they need efficient social media teams.

The more goals you want to achieve through social media marketing, the more people dedicated to this channel you’re going to need. This demand will eventually lead to building complex social media team structures.

If you’re a large brand, you might even have multiple teams in different offices and regions of the world, leveraging different strategies to meet different targets.

We hope this was useful to You. Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel June 3, 2021 0 Comments

Email Marketing: Definition, Strategy and Benefits in Digital Marketing

Email marketing is basically the use of email to promote products or services while developing relationships with potential customers or clients. It is essentially direct mail done electronically instead of through the postal service. Learn about the perks of email marketing, methods do it right, and how it compares to some other forms of marketing. Keep reading for more information.

Did you know there are 3x more email accounts than Facebook & Twitter accounts combined? Or that you are 6x more likely to get a click-through from email than on Twitter?

As a savvy marketer, you’ve likely seen the reports that show email has the highest ROI of any marketing channel available. We bet you’re keen to start using email to drive sales and revenue for your business.

How Email Marketing Works

It’s easy to set up and track an email marketing campaign, which makes it accessible for small businesses.

You can add a newsletter sign-up option to your website, for instance. As people sign up, you can send newsletters to a growing audience. You can also direct customers to the newsletter from your social media profiles.

A regular newsletter is a simple and effective way to send updates about your company, upcoming events, and special offers.

Email software also makes it easy to schedule automated promotional emails for customers who haven’t purchased recently.

Email marketing allows you to target particular groups of customers or even specific individuals. Offering individual customers special birthday deals on merchandise or services is one way to do this.

A restaurant, for instance, might send an email to customers on their birthdays offering 50% off an entree.

This kind of personalization helps a business develop and maintain a relationship with a customer—and that can lead to increased sales and customer loyalty.

Basics and Beginner Strategies in Email Marketing

From conversations with small businesses, we’ve learned that figuring out how to get started with email marketing is often the hardest part. How exactly do I get started? What are the steps I need to take? How do I build a list? Here we go

  • Choose An Email Marketing Service Provider

If you’re serious about email marketing, you need to work with an email marketing service provider.

Working with a provider is the only way your business can leverage email marketing automation to effectively deliver messages to large groups of contacts or subscribers.

You’ll also benefit from professional email templates, tools to help you grow and manage your email list, and tracking features that show you who is opening and engaging with your campaigns and messages.

  • Gather Contacts For Your Email Marketing List

Most businesses will have some existing contacts to start an email list. Think of the customers and people you already have a relationship with.

Maybe it’s the business contacts you email with on a regular basis; maybe you just start with a few supportive friends and family members.

Even if you’re building an email list completely from scratch, don’t get discouraged.

Start by putting a paper sign-up sheet near your register, adding an online sign-up form to your website, and encouraging your social media followers and loyal customers to sign up.

  • Add Your Contacts Into Your Email Marketing Account

Whatever you do, don’t be tempted to purchase an email list.

Email marketing is all about building and nurturing relationships; connecting with a smaller list of quality contacts will be more impactful than blasting out messages to contacts that don’t even know your business.

  • Practice Writing Persuasive Messages.

This tends to be one of the scariest steps for business owners. I get it — writer’s block happens to the best of us.

What usually snaps me out of it is pretending I’m having a face-to-face conversation with someone and writing down exactly what I’d like to say to them.

It also helps to follow a repeatable process and break your message down into three important sections:

What are you offering? — Headline

How will it help the reader? — Message body

What should they do next? — Call to action

  • Track your results

Don’t be deceived — email marketing doesn’t end with a send. You will want to track your open rate, click-through rate, unsubscribe rates, etc., and work to improve over time.

If you want to see real results from your email marketing, you need a strong understanding of how each email performs so you can make improvements and learn more about your customers and subscribers.

Spending a few minutes in your email reports will tell you valuable information like who opened your email, who clicked on specific links, and what information was the most interesting to your readers.

While it’s important to know how engaging your campaign messages are, make sure you’re tracking actions that happen beyond your emails.

How many clicks to your donation page are translating into real donations? What is the total amount of funds raised from a single email?

Studies by marketing analysts with the company Litmus have consistently found that just under half of all emails are opened on mobile devices.

That means, if your email doesn’t display correctly on mobile platforms, half of your audience is going to think you don’t know how to properly craft an email.

We hope this was useful to You. Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel May 28, 2021 0 Comments

Social Media Influencers: How To Find The Right Ones For Your Business

Social Media Influencers have become sure client and customer magnets. There are more than 500,000 social media influencers on Instagram alone. That means you have many potential opportunities for influencer collaboration. It also means you have to put in the work to find the right influencer. Despite its apparent advantages, influencer marketing is a wasted investment if you are not working with the right ones.  Keep reading for more details.

Marketers’ confidence in their ability to find the right social media influencers vary widely by country. In China, 81% of marketing professionals are confident they can find impactful social media influencers. In the United States, only 39% of marketers feel the same way.

While it’s tempting to use single-metric definitions like unique visitors or Twitter followers as a measure of influence, it’s important to look deeper.

The answer to the question “how influential is someone online?” is “it depends.” Here are things to look for when identifying online influencers for your brand.

  • Relevance
  • Reach
  • Resonance

Relevance Of The Influencer

Just because a blogger posts recipes don’t necessarily mean they are a match for an organic brand, and a tech-savvy sports fan doesn’t make them a guaranteed match for your gaming app.

Are you looking for budget travelers, fashionistas, permissive moms, or coffee drinkers? Is profanity or provocativeness part of your brand personality? These are important things to look for in the content and audience of an influencer and are far more important than traffic.

Before you look at unique visitors and other static metrics, it’s important to look at how aligned a blogger’s content is with your messaging. Read through that blogger’s archived posts to get a sense of what kind of consumer they are.

A relevant influencer shares content relevant to your business and industry. They need to have an audience that aligns with their target market.

For example, Intrepid Travel worked with a group of vegan influencers to launch its new vegan tours. The influencers’ had a highly relevant audience that the company gained access to in an engaging and authentic way.

Erin Ireland is a passionate vegan advocate. Her Instagram post about how the tour opened up travel for her in India as a vegan gained more than 5,700 likes.

Reach Of The Influencer

While not the most important metric, reach is certainly a valid consideration. However, marketers should resist the urge to only look at unique visitors as a measure of reach. Traffic and followers are only meaningful to the extent that the influencer is reaching your brand’s target audience.

For instance, if you are a hotel chain or car seat manufacturer, a travel blogger with a small reach is more influential than a food blogger with 100,000 unique monthly visitors.

It is also important to consider what other social platforms your customers visit. If you are a food or fashion brand, someone with a large following on Pinterest or Instagram might be more valuable than someone on Facebook with a large fan base.

For many verticals, there is a direct correlation between how often blogger post and their traffic and the rate of return visitors. As with marketing any website, it often takes multiple exposures to get a visitor to click and check out your site, and you want to make sure they come back.

Social Media Influencer Resonance

This is the potential level of engagement social media influencers can create with an audience relevant to your brand.

This may sound counter-intuitive, but bloggers who have a smaller ratio of sponsored content tend to be more trusted and appear more authentic.

Personal stories that include genuine use or mention of a product, service, or brand are more trusted than straight product reviews.

Compelling, engaging stories also tend to get more shares and comments than deals and product reviews.

While it’s tempting to ask publishers to write a nice long review of your product (which readers don’t really pay much attention to), a health brand could engage social media influencers to write a post about things on their bucket list and how that list is motivation to stay healthy and live a long, active life.

That type of content is highly engaging for readers, authentic for the blogger, and connects that health brand sponsor to a very sincere health-related conversation among a large audience.

Whatever your niche, you can engage with bloggers to create the quality, authentic content their audience expects while associating your brand with that content.

And remember that influencers are more than just bloggers—they include those with loyal audiences on Facebook, Twitter, YouTube, Pinterest, Instagram, Vine, and other social networks.

Miscellaneous Ways To Influence

As you map out your influencer marketing plans, also consider what type of campaign will best help you connect with the type of social media influencers you want to work with.

Different types of influencer campaigns include:

Gifting: giving influencers gifts in exchange for mentions, posts, etc.

Guest postinggetting an influencer to allow you to write for their blog

Sponsored content: paying an influencer to share your content or create content that is tied to your brand

Contests and giveawaysusing contests as an incentive to get influencers to mention your brand or share your content

Influencer takeover: letting an influencer take over your social media account for a set amount of time

Affiliates: sharing affiliate codes with influencers so that they earn money each time someone that came through their funnel purchases from your brand

Discount codesallowing influencers to give discount codes for your offerings to their fans and followers

Brand ambassadors: partnering with an influencer who regularly promotes your brand in exchange for discounts and perks from your brand

Do you have questions about the subject? Don’t hesitate to reach out and ask us. Kindly share and subscribe to our content.

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Emmanuel May 26, 2021 0 Comments