How To Nail Social Media and Influencer Marketing: The SME Edition
I bet you’ve already read about social media and influencer marketing a lot. I bet you’ve already tried techniques that didn’t break the bank but didn’t excite you, either. And I bet you’ve already browsed the internet for answers on how to improve your marketing efforts.
The truth is that social media marketing and influencer marketing are two branches where something can go wrong pretty easily. However, this doesn’t mean it’s difficult to make it nor does it mean that you’ll need to pay a hefty amount of money to lead users further down your sales funnel.
As you can see, not even 5% of the top of your funnel converts fully. We’re here to make sure that you won’t fall into any traps without having to pay a hefty amount of money for it.
Determine the platform and the target audience first
You can’t know what you need to do later if you haven’t decided on who your target audience is first. Your target audience consists of those who will think that your brand is useful and will be positive when it comes to purchasing something.
After determining that, you’ll need to think about the platform they’re using. For example, you’ll need to develop a great Snapchat game if you want Gen Z’ers to notice you. For Baby Boomers, you’ll need a great Pinterest plan.
Two things are for sure though:
- You’ll need a solid plan when it comes to Facebook and Instagram, regardless.
- You’ll need a great email marketing and automation tool
The first one, because Facebook and Instagram are the most influential social media platforms and most people check a business online before trusting it.
The second one, because email marketing and automation is the most affordable channel with a crazy-high ROI.
What are your goals?
Do you need more leads? Do you need to nurture the already existing leads? What are you after?
If you can’t determine that, you can’t have a strategy. Study all the data you gathered when you went through with step one. This will give you more clarity and insight when it comes to actually understanding the core values of your business, but from a client’s perspective.
Determining clear and achievable goals is what will give you better leverage to pretty much everything, from designing a newsletter template to using a landing page builder down the line.
“But why is that?” I hear you ask.
The answer is pretty simple — because content rules all. However, content that is not consistent with your brand’s tone will, in the long run, damage your goals.
As you see, everything is linked back to your target audience. This leads us to step No. 3:
Use influencers and giveaways
You need your name and brand to grow one way or the other and influencers are the perfect people to help you do that. On the other hand, giveaways are the perfect way to give something back to your crowd and perhaps attract more people while you’re at it.
Now, think of combining those two:
Giving something back to an audience that would be interested in you, but is not following you yet.
This is where an influencer comes into play. Again: an influencer. Not a model or an ambassador as this would be a costlier option. Besides, their audience wouldn’t be niche-specific.
Use a makeup artist if you want to promote your beauty brand. A makeup artist will have followers that will definitely be interested in your product, be it other makeup artists or just people watching YouTube tutorials on how to nail the perfect cat-eye.
That influencer can host a giveaway. It will attract people that will definitely be interested in what you’ve got to give back.
One little tip here:
Your brand tone should match the influencer’s brand tone. Here, you’re the one trying to convert an already existing audience into followers and, ultimately, customers.
Those followers are used to a specific tone of voice and means of promoting a product. So, the best thing to do would be simply leaving the creative aspect up to the influencers themselves — up to an extent, of course.
A couple of tips for the road
You wouldn’t want things to go wrong or maybe you’ve already gone through with your first giveaway and it didn’t quite work out.
This is where the following tips come into play:
Don’t make promises you can’t keep. Be very careful about what you’re giving out on a giveaway, what is in your inventory in the first place and about the terms and conditions. You don’t want to have to deal with a case like this one.
Don’t be too vague with the rules. Your followers need to know exactly what they need to do in order to be eligible for the giveaway. Confusion is not your friend.
Don’t make things too complicated for a gift that’s too simple and vice-versa. Nobody will bother with a free sample if they’ve got to tag and tag accounts and people.
The use of social media and influencers can be of great value to SMEs especially, seeing as everyone takes on to social media platforms in order to check the social proof and the end-value of a business.
Leverage micro-influencers that are niche-specific and you’ll see your conversion rate skyrocket!
So, what say you? Are these tips on social media and influencer marketing enough? Is there something you’ve tried and would like to share with us?
Tell us in the comments and don’t forget to share the knowledge!