Understanding the underlying changes which are taking place online is crucial to position your business right online in the future.
Not only is understanding the right technology crucial for your business to succeed in the future market, but understanding where the attention is online can make or break any business in the matter of months. Although there are lots of tools that are there to help you now throughout your day to stay more focused on what you find most important, you must begin adopting the same principles in your business if you are staying on the offensive.
Rookie startups are starting to take aim at your market as we speak and the only advantage that they have on your business is that they understand that the market is being segmented into smaller pieces called “niches”. The way that the market has responded has been to create startups who raise millions in order to break through to these micro niche needs and solve them with code.
Although many have succeeded, the market has gotten off track by diverting itself into the thinking that all businesses must be new on the market to succeed. Tech startups for most translated into recreating the wheel which has now inflated a market that is ready to blow up.
Why do I mention this? Your business has a huge opportunity to break it’s services down into micro niches and solutions for multiple target audiences which have a core need for your product.
There is a deeply rooted problem in those who understand tech today, especially those who are good at selling it.
If you look at the agency that stands out to you, what do you see? Maybe a case study with a business just like yours or maybe you received a direct message on your Facebook page from someone who seemed to understand your biggest problems today. Now, don’t get me wrong. Getting to the point where a marketing agency knows exactly what problem you have is impressive and although you should listen to them, make sure that you are playing the market in the way that benefits you in the long term.
What typically follows their marketing tactics is a general product or service that is either white labeled from a core digital agency or it offers a sub-par service that doesn’t feel like it is providing any real value to you or your business.
What does any of this have to do with influencer marketing?
The model which digital-based businesses follow today follow the same patterns as what happens in the world of the influencer since it is a business in the end of the day, regardless of what you think.
The only difference between them and an influencer that you contact is that they already have a large audience of people who love their brand and show that they want to interact with it for any given reason. Using metrics, audits, and a couple other KPI’s, you can easily determine the influencer‘s audience and understand what the audience is there for.
Matching with the right influencer lets you skip the need to search for a target market who needs your product and instead just find someone who can use what you have to offer. If it works for them and lets them grow their business or better their life, their audience is bound to learn over time what it is that helped them the most.
This being said, there are 2 main ways to look at influencer marketing and based on your budget, you really need to be careful about what one you chose. To start, you must have an ongoing established business which has a large enough target market to impact your country at the least. If you are a single product or small brand you can do this on your own, there is no need for you to take our advice since your budget will most likely be smaller than you will need to handle the swings of driving serious amounts of targeted traffic to your store.
Strategy needs to be specific to your business, if not it can seriously harm your business following generic strategy, especially in today’s market.
Here are the main ways that I urge prospects to look at their influencer marketing camapaigns as it’s one step deeper than what most are giving you as advice which may have worked in the past but is not where the money is now.
- Leverage influencer marketing campaigns directly to your store and convert your traffic into sales by using an in-depth retargeting strategy.
This is the strategy which you may have already heard about on the market. Although it was powerful, the amount of noise today and advanced methods makes it so that you are still victim to businesses who operate on a deeper strategy than the advice which you are given publicly.
2. Find and use micro influencers that fit your brand all around and get to know them well. Include them into your overall business strategy as a partner instead of cutting a check. Use the following guidelines as the basis for your choices:
○Micro influencers for our purposes are defined as any account with 50K – 500K followers.
○ You want to focus on accounts in this range because their followers are with them for a purpose still and not just because they are celebrities. These accounts have a much higher percentage of engagement which is far more beneficial to your brand.
○ You have to make sure that the account is relevant to your brand and industry before using them. This is because you want the followers you gain from these promotions to be engaged.
○ You can ensure they have the right audience for you by looking over their posts and checking out their most used hashtags. Bonus points for the influencer if they are active in the hashtags your profile is already using.
○ You must also be sure their followers are actually engaged with the content, 3-5% organic engagement is a great area to shoot for. They should be able to provide these metrics prior to hiring.
Although a lot of people might think that this is just a free way to get work, you must remember that the biggest influencers are not rookies. When a business opportunity is explained to them properly, they will listen. This is not legal advice on how to structure your contracts but you need to make sure that you account for the right variables so that you can consistently keep your business in front of a specific audience type & size at all times for a certain percentage or benefit in return. It’s your business, you decide what you want to give in return for what.
After you build your relationship and you feel like your service or product can impact their story in a positive way you need to get to business.
If you would like a free tip on retargeting engagement on their posts, click on the strategy session button and schedule a call. Make sure that you mention this piece in this article and I will tell you a spot that I have found to capture massive engagement without leaving your influencer marketing campaigns up to chance. Once these methods become a bit closer to being understood by the mass market, it will be added here: 
In order for your business to stay on the offensive as market needs change, focus on rooting yourself into a group of core supporters and they will do the talking for you. By all means, this is not a get rich quick and it is not for the rookie. You will need to negotiate. You will need to understand where the value is. If you want to take advantage of some of the biggest opportunities on the market, you must be willing to battle in the area’s where large size corporations are not able to go, which is to do business on a handshake and base your actions on an understanding which is much deeper than any metric is able to provide at this point in time.
When is the last time that you asked a question to google? When’s the last time that you were interested in what someone was doing just based on the type of photo’s or video’s that they post?
This is not just a lucrative spot for the millionaires to play, your business needs to tap into these types of resources early to take advantage of the unfair headstart.