Small is the new large. In today's modern business world, no business should be underestimated.
One can never judge when a just mushrooming business turns into a giant business overnight. These days even the small-scale business houses are leaving no stone unturned in order to expand and grow the reach of their business. This leads them to venture out to new options for production and marketing. One such new marketing strategy is that of Influencer marketing. So now the question would be what influencer marketing is, what it has to offer to the small-scale business and how a small-scale business can benefit from it. Let's read on to find out more.
Influencer marketing: what is it all about
There are a large number of small businesses; all of them are competing for the customers and their sales. Not only do these small businesses have to compete against each other, but they are also even going up against big-name brands and their companies. With a large number of options available to the consumers, how can a small business make themselves stand out from a large crowd? One of the options is an influencer marketing for the small business. Working alongside the people who have built a solid online reputation for them self can get the word around about the brand and convince it to others to offer the business a trial.
The Influencer marketing involves utilizing the people having a significant amount of influence (or their ability to persuade or gather others) in order to draw attention to the brand or a product or service offered by the brand. In some of the ways, the influencer marketing is said to be a twist to the early celebrity endorsement. Someone who other people respect or have an admiration represents or utilized a product, then demand a product rises.
The primary difference between the celebrity endorsements and the influencer marketing for the small business is that the influencers are generally very far away from being the celebrities. The small businesses are said to be much more probable to connect with the so-called “micro-influencers” as compared with the big-name bloggers. The Micro-influencers don’t possess massive followings but do have a significant amount of reach and influence in the particular niche.
Where the Influencer Marketing differs from the word of mouth is, that instead of relying on the existing customers in order to evangelize the brand, the marketers use their clout of a popular figures or famous leaders with a good amount of social media following in order to get the word out for a company or a product. Here the success or failure of the Influencer Marketing campaign relies largely on finding the correct influencer and the correct platform for the product.
The Influencer Marketing concept for Small Business
If a small business is ready to leap in and get charged up with the influencer marketing, there are simply two aspects to perform. The first is to finalize what the company wants to get out of the influencer marketing and the next is deciding the type of Influencer.
Setting up a goal for the campaign, such as increasing the brand’s followers, attracting more customers, or raising the website traffic, would help to guide through the rest of the marketing process. Keeping a goal can even keep the business from steering off the course.
Thinking about the kind of influencers one wants to work with is another important factor. What niche must they belong to? Are the platforms which they use of significance to the company? Is it advisable to partner with just a single influencer, or is it better to work with multiple influence marketers?
A checklist to use the Influencer Marketing services
Once a company decides upon a goal and a general idea of who they want to work with, it is time to put the plan into action. For utilizing the Influencer marketing services, a simple checklist can do the trick to make the right choice.
The social influencer gathers a following for a specific type of content that provides a curated group of a target audience for the product/service. But there are some kinds of products and services that respond better to the influences of such social influencers.
The Influencer marketing is about building up excitement for a product and taking it to the correct consumer. Thus, for any industry that involves impulse buying behavior, it is always a great idea, to begin with, influencer marketing from Day One. But, in the case of the B2B industry it is a better strategy to focus on SEO, Adwords, and look at the influencers when the company has hit the growth stage.
For example, the fashion industry is extremely receptive to the influencer marketing, but for an organization that is operating in the financial field, it might not be the best strategy during the initial stages.
An organization can go either way, based on the marketing budget. If they have a basic understanding of how social platforms such as Instagram or YouTube function, accessing the marketing influencers is not an issue. It is very simple to access any Influencer directly. In fact, identifying as well as accessing the influencers is not why people approach the marketing agency. Rather they go for the expertise, their speed, reliability, and also for the ease of doing business.
There are agencies that can chalk out an entire strategy for a business and then charge them accordingly. In such a case, a small business can choose to go for a smaller local agency or also opt for a freelancer to set the company rolling on the path.
The Global vs. Local Choice
It is not just the businesses that have woken up to the strong effect of the influencer marketing, but the social savvy individuals have converted it into a profession. The content created by such influencers is extremely diverse as well as informative. A choice of influencers must depend not just on the number of followers, but also on the kind of audience that one wants to tap into.
If a business needs to access the local audience, it is always better to reach out to the local influencers.
A personal touch can be harnessed by the company for having better chances of converting a target audience into consumers.
Thus, it can be seen that influence marketing is definitely the need of the hour, be it a small business or a large corporate team. But like all marketing tools, influence marketing also needs to be customized based on the needs of the business. The small-scale organization needs to be careful to select an influence marketer based on their needs.