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Influencers Are More Important than Ever

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Social Media Today discusses a report that studied the most effective influencer marketing approaches and the platforms that are best for an influencer marketing campaign. Influencers are increasingly important parts of marketing campaigns. The success of a marketing plan hinges on trust. One way to gain the trust of your potential customers is by reaching out to them through someone they already trust. An influencer. This is especially true when you consider that your competitors are a click away. You may have the perfect product, but in a sea of competitors, gaining traction may still be hard. Finding ways to reach your potential clients is critical.

Apps like TikTok show how difficult it is to develop strategies for different platforms. TikTok influencers usually have very specific audiences. You need to understand these audiences, and connect with them in a way that feels right within the TikTok ecosystem.  This is why TikTok says the most successful TikTok marketing campaigns have the feel and ethos of normal TikTok videos. Your marketing campaign has to feel authentic. Like it belongs on TikTok. If you aren’t a regular TikTok user, it can be hard to figure this stuff out.

Digital marketers are seeing different tactics working in influencer marketing.

According to a survey of 163 enterprise marketers and agency professionals, 71% of enterprise marketers and agency professionals are allocating even more money to influencer marketing than they did last year. Last year, only 57% of enterprise marketers and agency professionals said they were allocating more money to influencer marketing.

The reason is simple: influencer marketing works. People prefer influencer content over brand-originated content. There’s an obvious reason for this: people relate to people, not brands.

An interesting part of the report, authored by Linqia, is that micro-influencers, who have between 5,000 and 100,000 followers, are the target of most brand campaigns. In fact, 90% of digital markets expressed a desire to work with micro-influencers, up for 80% last year.

There are two reasons for this: firstly, it’s hard to get A list celebrities to endorse your brand. Secondly, micro-influencers have more personal connections with their followers than A-list celebrities. That makes sense: if you have 100 million followers, you probably have a team managing your social media accounts. With 5,000 to 100,000 followers, you have a better shop at engaging with a slice of your followers. This means that their endorsement feels more authentic and is more likely to help a brand gain traction.

So, just because you can’t access A-list celebrities, doesn’t mean that you can’t make an impact with your influencer marketing. Many influencer marketing campaigns use 5 to 10 influencers for each campaign. This helps you reach a wider audience without diluting your message by having too many influencers.

As the best local SEO services company will tell you, another aspect of marketing campaigns that is absolutely vital, is optimizing for local SEO.  In a world where your competitors are a click away, your best chance of winning customers is by competing for customers who want to pay for goods and services in your area. Rather than competing with every business in your category, where your odds of going up Google’s search results pages are low, you compete with businesses in your area. This is the low hanging fruit that many businesses neglect.

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