UNIT IV SOCIAL MEDIA MARKETING

Social Media Marketing - Social Media Channels- Leveraging Social media for brand
conversations and buzz. Successful /benchmark Social media campaigns. Engagement
Marketing- Building Customer relationships - Creating Loyalty drivers - Influencer
Marketing.

4.1. Social Media Marketing

 Social media marketing is the use of social media platforms to connect with your
audience to build your brand, increase sales, and drive website traffic. This
involves publishing great content on your social media profiles, listening to and
engaging your followers, analyzing your results, and running social media
advertisements.

 The major social media platforms (at the moment) are Facebook, Instagram,
Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.

 For example, a business that is concerned about what people are saying about its
brand would monitor social media conversations and response to relevant mentions
(social media listening and engagement).

 A business that wants to understand how it’s performing on social media would
analyze its reach, engagement, and sales on social media with an analytics tool
(social media analytics).

 A business that wants to reach a specific set of audience at scale would run highly-
targeted social media ads (social media advertising).

Importance of Social Media Marketing

1. Cost-effective advertising

Social media platforms like Facebook, Instagram, Twitter, YouTube and LinkedIn provide
affordable advertising options to reach out to a wider audience. With features like targeted
advertising, you can make the most of your marketing dollars and achieve a higher return
on investment (ROI).

2. Building brand loyalty

Social media platforms help you better engage with your customers. You can make them
feel heard by responding to their comments and addressing their concerns promptly. This
helps in building trust and creating a sense of community. When your consumers feel
valued, they will turn into brand advocates and spread positive word-of-mouth
recommendations.

3. Influencer partnerships

Today, more than 50% of millennials trust influencers’ product recommendations. By

partnering with influencers who align with your brand values, you can leverage their
credibility to promote your products or services. This will help boost brand visibility and
potential customer acquisition.

4. Audience insights and market research

Social media platforms provide valuable insights into audience demographics, interests and
behavior. In fact, more than 64% of business owners use social media data to gather
insights into their customer's requirements and online behavior.

By analyzing social media data, businesses can gain a deeper understanding of their target
audience, identify emerging trends and stay ahead of the competition. These insights can
be used to tailor marketing campaigns and develop products or services that cater to
specific needs.

5. Viral marketing opportunities

Social media has the power to make your content go viral and help you reach a massive
audience within a short time. Through creative campaigns, compelling storytelling and
user-generated content, you can increase your chances of creating viral marketing
moments, leading to exponential growth in brand awareness and engagement.

6. Enhanced customer targeting and segmentation

Social media platforms enable businesses to segment their audience and target specific
customer segments with tailored social media messaging. By understanding the different
needs, preferences and behaviors of various customer segments, you can create customized
content that resonates with each group. This increases customer engagement, enhances
their overall experience and increases conversions.

7. Access to user-generated content

Social media platforms offer a wealth of user-generated content that can be harnessed by
businesses. Showcasing customer photos, sharing positive reviews and running user-
generated content campaigns can build trust, credibility and authenticity.

8. Competitive advantage

A strong social media presence gives your business a competitive edge. By actively
engaging with customers, providing timely responses and staying up-to-date on the latest
industry trends, companies can position themselves as industry leaders.

9. Global reach and localization

Social media breaks down geographical barriers, enabling businesses to reach a global
audience. These platforms also offer localization options, allowing your company to target
specific regions, languages or cultural nuances.
5 PILLARS OF SOCIAL MEDIA MARKETING

The following categories need to be considered when utilizing social media as one of the
marketing vehicles for your organization:

 STRATEGY: Understand your organization and your audience.

o Consider your business’s goals—increasing awareness, boosting sales,

driving more website traffic, etc.

o Consider your audience’s way of interacting with your content. Market to

your audience where your audience is by marketing in the platforms they are
using.

o Determine the parameters you will use to measure success with your posts.

o Display the type of content that engages your audience—videos, articles,

images, educational content, etc.

 PLANNING & PUBLISHING: Define times and schedules for posting. Consistency
is key.

o Utilize content and visibility calendars for content management.

o Timing of posts is important, do your research on your audience’s social

media usage, and post accordingly.

o Be consistent in your posting frequency.

 LISTENING & ENGAGEMENT: Be responsive and make a connection with your

audience.

o Engage with your audience. This includes monitoring your channels for
comments, tags, direct messages and hashtags.

o Respond accordingly to comments and reviews; have a plan of action to

deescalate negative situations on social media.
  ANALYTICS & REPORTING: Review your social posts’ and ads’ performance
and make changes to your strategy, as needed.

o Review how your posts and ads are performing in a timely manner. This can
be done monthly, quarterly, etc. (some categories for measurement of
success may include number of followers, likes, comments, and shares).

o Compare your findings to previous months or the same time in previous

years for best results.

 ADVERTISING: Support your strategy with paid advertising to reach a wider

audience.

o Consider using social media ads to reach a wider audience than your current
following.

o You can target ads based on specific demographics and interests to better
reach your audience.

4.2 Social Media Channels

1. Facebook — 2.96 billion MAUs

 Facebook is the largest social networking site, with nearly 3 billion people using it
monthly. This means roughly 37% of the world’s population are Facebook users.
 More than 200 million businesses (mostly small businesses) use Facebook tools, and
more than seven million advertisers actively promote their business on Facebook,
which makes it a pretty safe bet if you want to have a presence on social media.
 It’s easy to get started on Facebook because almost all content formats work great
on Facebook — text, images, video content, and Stories. But the Facebook algorithm
prioritizes content that sparks conversations and meaningful interactions between
people, especially those from family and friends.
 To learn more about how to start conversations on Facebook, check out our guide to
marketing your business on Facebook and measuring your results.

2. YouTube — 2.2 billion MAUs

YouTube is a video-sharing platform where users watch a billion hours of videos daily.
Besides being the second largest social media site, YouTube is often called the second
largest search engine after Google.

So if you use video to promote your business, then you definitely need to add YouTube to
your marketing strategy. To get started, here’s how to create a YouTube channel for your
brand. And to help your videos get discovered by more people, we recommend reading up
on YouTube SEO or considering advertising on YouTube to increase your reach.

3. WhatsApp — 2 billion MAUs

WhatsApp is a messaging app used by people in over 180 countries. Initially, people
originally used WhatsApp to send text messages to their family and friends. Gradually,
people started communicating with businesses via WhatsApp.
WhatsApp’s business platform allows businesses to provide customer support and share
updates with customers about their purchases. For small businesses, there’s the WhatsApp
Business app, while enterprise businesses can use the WhatsApp Business API.

As the most widely used messaging platform, WhatsApp can be a great customer service
channel for your business. Check out these WhatsApp Business user success stories.

4. Instagram — 2 billion MAUs

As a visual social networking platform, Instagram is the place for showcasing your products
or services with photos or videos. On the app, you can share a wide range of content such
as photos, videos, Stories, reels, live videos, and IGTV for longer-form videos.

As a brand, you can create an Instagram business profile, which provides rich analytics of
your profile and posts and the ability to schedule Instagram posts using third-party tools.
It’s also a great place to get user-generated content from your audience because users
frequently share content and tag brands.

4.3 Leveraging Social Media for Brand Conversations and Buzz

10 ways to leverage social media for your business

1. Post on relevant social media networks

Brands often assume they need to be present on every platform to have an effective social
media strategy. But in reality, brands only need to be where their target audience lives.
Each platform has unique tools and features, but not all of them will suit your needs. First,
figure out which platforms align well with your business. Then you can focus your time and
resources on the channels that will drive the highest ROI for your program.

2. Optimize content for each platform

After choosing the right platforms, you need to select content best suited for each. Photo
and video content are the most valuable for achieving social goals, but marketers must still
strategize where, how, and when to post them.

While it’s unnecessary to post on every channel, most successful brands are active on more
than one. They might post video content on Facebook and YouTube to showcase the stories
of their clients and employees. Instagram, meanwhile, might be used to capture eye-
popping static images and share facts and updates about the company.

3. Be consistent

Consistency is critical for successful social media content marketing. Create a schedule that
outlines when to post and considers the types of content and frequency of posting that
audiences are most likely to engage with. Software like Hootsuite and SocialPilot can help
automate posting according to your content calendar, so you don’t have to worry about
manually uploading each post.

Remember, consistency goes beyond just making regular posts. You should also be
consistent in your brand’s messaging, tone, and aesthetics across all social networks.
Pro Tip: Brands often overlook the style of their uploaded images. Decide on a particular
color scheme or filter for your photos, and use the same edits to maintain consistency.

4. Engage followers

The best way to organically grow your social media reach is to interact with your followers
and influencers. Meaningful interaction can be as simple as liking your followers’ posts and
pages on Facebook or thanking them in the comments when they share your posts. Social
media content marketing is all about forging lasting relationships with your followers and
even a seemingly minor gesture goes a long way to establishing brand loyalty.

One of the ways GoPro engages is by amplifying the voices of their followers and
influencers through shared posts. Check out this gorgeous photo from one of their
influencers, which they reposted on the company’s main Facebook account.

5. Use influencer marketing

Studies show that influencers produce 11 times more ROI than any other marketing
approach—one of the many reasons experts believe influencer marketing will become a
$15 billion industry in 2022.

Partnering with social media creators is one of the best ways brands build an authentic
relationship with consumers. Influencers have dedicated followings of people who trust
their recommendations for new products and services. Plus, these creators produce studio-
quality content (for a fraction of the price) that brands can repurpose across all relevant
social media platforms.

You’ll have the most success with influencer marketing when you find a creator who aligns
with your mission and values. When they use your products, love your brand, and believe
in both, they will have no problem providing you with honest endorsements.

6. Pay to promote your posts

The organic reach of social media content is getting increasingly harder to come by.
Partnering with influencers is one great way to boost your reach, but paid promotions are
now crucial to successful social media strategies.

Paid advertisements help you target specific audience groups to share your content with.
This increases your reach, visibility, and brand awareness. A paid ad also typically includes
a call-to- action button within the ad creative. Be sure to track audience responses and
engagement rates on these ads to optimize your campaign performance.

Pro Tip: Remember: Paid social media content marketing doesn’t work the same way on
every network. Facebook ads are different from Twitter ads, etc. You will need to customize
your strategy for each platform.

7. Balance promotional and helpful content

Resist the urge to promote and talk about your product online constantly. Social media
content marketing is about creating content that the users will find helpful when they’re
ready to make a purchase decision.
The best way to grow your brand organically is to have customers come to you rather than
the other way around. You accomplish this by earning a reputation for being a trustworthy
authority in the industry. By creating content like tutorials, product reviews, and industry
thought leadership in general, you’ll see a drastic rise in your followership.

Statists reported that 38% of respondents found online reviews “very important” in
making a purchase decision, while 19% found them “extremely important.” Accumulating
positive reviews on your product or service is another excellent way to build your brand
reputation and establish yourself as an industry authority.

8. Offer rewards

Offering rewards to your social media followers through giveaways, challenges, and other
promotions is a great way to increase engagement and create a fun buzz around your
brand. Brands usually need only a small investment for most reward programs, but it can
lead to massive returns and even “viral” status when done effectively.

A prime example is DSW’s #DSWCutLoose challenge. The shoe retailer asks followers to
film themselves dancing to the Footloose soundtrack and post the video on social media for
a chance to win a $200 gift card. The company invested just $2,000 in prizes while the
video submissions accumulated more than 8 billion views on TikTok.

9. Learn as much as possible about your audience

Use social media to learn everything you can about your target audience. Tools like
Facebook and Instagram Insights, Twitter Analytics, and Google Analytics help determine
which platforms give you the most engagement. But more importantly, you discover your
users’ genders, locations, ages, interests, and a lot more. Social listening tools are a helpful
way to listen in on consumers’ online conversations about your brand, even if they don’t
tag you in the post.

10. Analyze and optimize

There are two things to consider when it comes to analysis and optimization.

First, you must regularly analyze your social media content marketing metrics to gain
insights into your social media activity. By figuring out what’s working and what isn’t,
you’ll save valuable resources and increase your ROI.

Secondly, you must consider your brand’s and your influencers’ outreach. Remember, it’s
not enough to simply collaborate with influencers. To make the most of your influencer
marketing program, you need the right creators for your program.

4.4 Successful /benchmark Social media campaigns

 Social Media Benchmarking is analyzing your social media performance metrics
such as fan growth, the number of posts published, the number of interactions
your content has received, average response time and so on, to compare it with
your competitors.
  A Social media benchmark is an average result that serves as a standard by which
other businesses in the same industry or category can be measured or judged.

4.4.1 Metrics to measure the success of a social media campaign

Dependent on the objectives and desired outcomes of your campaign, you can calculate and
compare the success of your social media campaign by looking at the engagement, follower
growth, awareness and reach, leads, conversions, and website traffic.

1. Measuring social media engagement

If your social media campaign goal is to generate interaction and increase your social
media engagement rates, take all social media content from your campaign and calculate
your engagement rate like so:

1. If your social media campaign is organic: take the total number of interactions your
content received, and divide by your total number of followers, and then multiply by 100%.

2. If your campaign was paid social media advertising: take the total number of interactions
your content received, and divide by your total number of views, and then multiply by
100%. (This is because a paid social media advertising campaign will be seen by online
users who do not follow you)

2. Measuring website traffic

If the desired outcome of your social media campaign was to drive traffic to your website,
you can view how many clicks your campaign generated by looking at your social media
insight tools and metrics, using Google Analytics or any third-party tracking software you
have implemented.

Compare the traffic from each social media channel you utilised for your social media
campaign and have a look at the overall increase in website traffic your social media
campaign has generated since it began.

Key website traffic analytics include:

• Clicks

• Click-through-rate

• Bounce rate (if your bounce rate has increased since your social media campaign, this
could indicate that you’re driving through the wrong audience, or your social content
doesn’t correspond with your landing page, or your website is performing poorly)

3. Measuring follower growth

If the objective of your campaign was to grow your audience and increase social media
profile visits and followers, a paid-for promotion or social media advertising campaign will
have the insights you need detailing how many followers a piece of content acquired.
However, if your campaign was organic, you can analyse its impact on your follower
growth rate by comparing your average follower growth rate across a time period without
your campaign, to your follower growth rate during your social media campaign.

To calculate your follower growth rate, use the following formula:

Take the number of followers you gained over the course of your campaign, divide by the
number of followers you started with, and multiply by 100%. This is your follower growth
rate (within a chosen time period).

4. Measuring brand awareness increase

If the goal of your social media campaign was to boost your brand awareness and build
your presence, you should look at the following metrics from during your campaign and
compare them to before your campaign:

• Reach

• Impressions

• Views

5. Measuring leads and conversions

All marketing campaigns should have conversion and lead tracking implemented, so you
can see how many sales or business prospects your campaign produced.

Perhaps you set up conversion tracking on your website, or you want to view them within
third-party tracking software or in your social media insights and data.

Conversions could be measured through:

• Bookings

• Enquiries

• Direct messages/emails

• Phone calls

• Sales

• Registrations

• Subscriptions

• Downloads

• Donations

• Installs

You can only measure leads and conversions if you have conversion tracking set up.

To deem a campaign’s success, compare your conversion figures from your social media
campaign with the conversion data before it began.
4.5 Engagement Marketing
Engagement marketing is a strategic approach that focuses on building meaningful and
long-lasting relationships with customers by actively involving them in interactive and
personalized experiences. It goes beyond traditional one-way marketing communication by
fostering two-way interactions, encouraging customer participation, and creating a sense
of connection and loyalty. Engagement marketing aims to create valuable and memorable
experiences for customers, ultimately driving brand awareness, customer satisfaction, and
business growth.

How does engagement marketing work?

Engagement marketing involves various strategies and techniques to actively involve

customers in meaningful experiences. Here’s how it typically works:

1. Customer understanding: To effectively engage customers, businesses must have a

deep understanding of their target audience. This includes gathering demographic
data, analyzing customer behavior, and identifying preferences or pain points.
Customer relationship management (CRM) systems and data analytics play a crucial
role in understanding customer needs and creating personalized experiences.

2. Personalization and segmentation: Engagement marketing relies on delivering

personalized content and experiences. Businesses segment their customer base
based on demographics, preferences, or behavior and create tailored marketing
campaigns. Personalized emails, dynamic website content, or targeted social media
ads are examples of personalization techniques used in engagement marketing.

3. Interactive content: Engaging customers often involves the use of interactive

content formats such as quizzes, polls, surveys, or interactive videos. These
interactive experiences capture attention, encourage participation, and provide an
opportunity for customers to actively engage with the brand.

4. Social media engagement: Social media platforms are powerful tools for
engagement marketing. Businesses leverage social media to foster conversations,
respond to customer comments, share user-generated content, and run interactive
campaigns. These activities encourage customer participation and create a sense of
community around the brand.
5. Relationship building: Engagement marketing aims to build long-term
relationships with customers. Businesses prioritize ongoing communication,
actively listen to customer feedback, and provide personalized support. By
nurturing relationships and addressing customer needs, businesses create loyal and
satisfied customers.

What are the benefits of engagement marketing?

 Enhanced customer relationships: Engagement marketing allows businesses to

connect with their customers on a deeper level. By actively involving customers in
interactive experiences, such as surveys, contests, or social media discussions,
businesses can gather valuable insights, understand customer preferences, and
tailor their offerings accordingly. This personalized approach builds stronger
customer relationships and fosters a sense of loyalty and advocacy.

 Improved customer retention: By focusing on engagement, businesses can

increase customer retention rates. When customers feel actively involved and
valued, they are more likely to remain loyal to a brand. Engagement marketing
 strategies, such as personalized emails, exclusive offers, or loyalty programs, create
a sense of exclusivity and make customers feel appreciated, encouraging them to
continue their relationship with the brand.

 Effective word-of-mouth marketing: Engagement marketing encourages

customers to become brand advocates and share their positive experiences with
others. When customers actively engage with a brand, they are more likely to
recommend it to their friends, family, or social networks. This word-of-mouth
marketing has a powerful impact on brand reputation, credibility, and the
acquisition of new customers.

 Increased customer lifetime value: Engaged customers tend to have a higher

lifetime value for a business. By nurturing ongoing interactions and delivering
personalized experiences, businesses can increase customer loyalty and drive
repeat purchases. Engaged customers are also more likely to explore additional
products or services offered by the brand, leading to higher revenue and
profitability.

Key principles of engagement marketing

1. Focus on Customer experience.

2. Create valuable content

3. Encourage user generated content – allow customer to share their own content
related to the brand.

4. Personalize interactions – use data analytics tool to understand customer

preferences and deliver content accordingly.

5. Utilize social media effectively.

6. Measure and optimize

4.6 Creating Loyalty drivers in social media marketing

1. Be Responsive

Shoppers often ask questions or leave comments for businesses on social platforms,
whether that’s chatting through Facebook Messenger or tweeting at a brand. While you
might not be able to respond to every customer, it’s important to engage with as many as
possible. Why? Because responsiveness shows customers that you care about their needs,
which builds their brand loyalty. In fact, 72% of millennials said they would be more loyal
to a brand that responded to them. On the flip side, being unresponsive can decrease brand
loyalty: 15% of Twitter users will unfollow a brand if the brand isn’t engaging with them
enough. Starbucks engages directly with customers by promptly replying to comments.
They are quick to respond to just about every comment or question, painting themselves as
a responsive and communicative brand that cares about their customers.

2. Share Positive Customer Feedback

When a customer leaves a glowing review, don’t keep the great feedback to yourself. Share
the input publicly on your social media accounts (with the customer’s permission, of
course). By posting positive reviews, you’re likely to attract new customers and reinforce
current customers’ trust in your business. This is because of social proof, the psychological
phenomenon of people’s tendency to follow the crowd. In the case of shopping, that means
people place a high value on the opinions of other customers. It’s OK to ask for positive
reviews directly. When a customer leaves a positive comment about your business on your
social media page, reply back or send a direct message thanking them for their comment
and asking them to share their opinion in a review. You can then share the review on your
social media page.

3. Share User-Generated Content

Another way to build brand loyalty through social proof is by sharing user-generated
content (UGC). UGC refers to photos, videos, and other content that shoppers create about
using a brand’s products. This content builds trust in shoppers because it is created by
customers, not the brand.

Invite users to tag your brand and use branded hashtags so you can find UGC more easily
and share it on your page (with the creator’s permission, of course!). If you share UGC
frequently, you’ll encourage participation from shoppers who want their content to be seen
by all of your brand’s followers. A great example of a UGC-driven social media campaign is
GoPro and their Photo of the Day campaign.

The campaign encourages GoPro users to post their GoPro images and tag the company for
a chance to have their picture featured. In one fell swoop, the company attracts new
customers by showcasing happy current customers and builds brand loyalty with existing
customers by featuring their content regularly.

4. Keep Customers in the Loop

Make your followers feel like they’re a part of the business by keeping them updated about
what’s going on at your company and taking them “behind the scenes.” Since 63% of
customers prefer brands that are honest and transparent, being open about your business’s
practices is a great way to encourage a positive customer-brand relationship.

Your social media channels are the perfect platform for taking your followers behind the
scenes. You can post walk-throughs of your products, interview employees, show pictures
or videos of your office space, or share company events.

5. Be Open about Your Values

Customers want to support companies that share their values. Share your company’s
fundamental principles and you’ll encourage brand loyalty from customers with similar
beliefs.

Create posts about causes and charities that are close to the heart of your business to show
shoppers what your brand stands for. Patagonia, for example, has made environmentalism
an integral part of their brand identity.

The company regularly posts about environmental advocacy, informing followers about
current events and clearly illustrating that their brand cares about the environment. This
attracts their target customer: people who love the natural world and are serious about
protecting it.

6. Partner with an Influencer

More than half of social media users prefer to get product information from influencers
rather than directly from brands. Users trust influencers and look to them for product and
brand advice. So if an influencer your target customer loves raves about your brand, there’s
a good chance their followers will start loving your products, too.
The first step is to find influencers who are relevant to your brand and image, such as
someone who is popular with your target audience or specializes in your industry. A
makeup company, for example, would likely want to partner with a beauty influencer.

You can use tools like Facebook’s Brand Collabs Manager to find influencers and then reach
out to see if they will do product reviews or other collaborations with your brand.

7. Use Dynamic Ads to Promote Brand Loyalty

Brand loyalty is built over time. The more customers use your products and get value out of
your brand, the more loyal they will become. Dynamic ads encourage users to return and
make a purchase by showing them products they have viewed before or that are similar to
products they viewed.

You can set up dynamic ads on Facebook and Instagram by connecting your product
catalog to Facebook. Once the ad template is set up, Facebook’s algorithm will choose
relevant products to show to customers, based on their previous site behavior.

eBay uses dynamic carousel ads to show users products that are similar to ones they
viewed on eBay’s site.

Facebook can tell, based on recent product views, that the user is interested in handbags,
so the dynamic ads grab the customer’s interest by showing them other handbag options
on eBay. These promotions reignite shoppers’ interest in the brand by showing them
products they love.

8. Retarget Users with Custom Audiences

Once users are aware of your brand, keep your business at the top of their mind with
retargeting. Retargeting is when you show ads only to people who have expressed interest
in your business.

With retargeting, you can give people who know your brand the incentive they need to
come back to your store. For example, you might use a retargeting ad to offer an exclusive
deal on a previously viewed product. Or you might use retargeting to promote a price drop
for items that are currently in the shopper’s cart.

You can choose exactly who to show these ads to by building a custom audience for your ad
campaign. For example, you might edit your custom audience to target users who have
interacted with your ads before

4.7 Influencer marketing

What Is Influencer Marketing?

 Influencer marketing is a form of social media marketing. It includes affirmation and

product/service advertisements by influencers, individuals, and organizations that
have a perceived degree of awareness or social impact in their field.
 Influencer marketing is marketing to, with, and through influencers to drive brand
messages to your and their target audiences.
 Influencer marketing is similar to word-of-mouth marketing, but it doesn’t rely
solely on specific recommendations.
 Influencers can come from a wide range of places. Any individual, group, brand, or
place could potentially be an influencer.
 Engaged audiences typically follow these content creators. Advertising to them
across different social media platforms enables your company to extend the scope,
 improve brand awareness, and generate new leads for your sales funnel through
buyer personas.
 You can use influencer marketing as either a standalone tool or as a means to
improve your other marketing campaigns.
 We will dive further into what influencer marketing will bring to the company via its
key benefits.

10 Influencer Marketing Benefits

 Increase brand awareness and reach
 Build credibility and trust
 Enrich your content strategy
 Win-win long-term partnerships
 Boost SEO, ROI, and bottom line
 Drive purchases decisions
 Increase sales
 Cost-effective & Saves Time
 Unlimited Sharing Potential On Social Platforms
 Suitable for any Business

Influencer Marketing Increases Brand Awareness & Reach

 Most influencers in social networks have millions of viewers, including more than
2.5 billion followers of Instagram’s 50 most followed influencers. Based on that,
influencer marketing, in which you partner with influencers whose niche suits your
products or services, will bring an excellent opportunity for you to approach
millions of potential consumers.
 Heavy-handed promotions and sales campaigns are simply an outdated model for
brands. It is becoming more sophisticated to advertise with influencers who can
seamlessly combine brand campaigns into their style and expression.
 Influencers make the advertising activities more engaging and genuine for a target
audience, who are often overloaded with tons of commercial advertisements every
day.
 Influencer marketing helps you gain more visibility when such a person
recommends your products or services or mentions your brands, which not only
extend your scope but also increase your brand awareness.

Enhance Credibility & Trust

 Influencers are experts in their field, which is why their followers trust them and
have influencers have considerable influence on them. They have built an inspiring
and respectful relationship with their fans. Therefore, people believe their opinions
and recommendations. These recommendations won’t make your influencer
marketing campaign feel like advertising anymore, meaning that people are more
open to your brand than usual.
 Studies have shown that 75% of YouTube’s viewers appreciate YouTube’s featuring
genuine, relatable, and reliable people, and the number of teenage subscribers who
are likely to connect to the influencers, rather than traditional celebrities, is 70%.
And 60% of users confirm that they prefer the reviews of their favorite YouTubers
to mainstream TV and movie stars.

Enriched Content Strategy

 It is not simple to continually produce fresh and entertaining content. Sometimes
you are out of ideas and feeling stuck, and that is the time influencer marketing can
help fill the gaps in your content schedule.
  Influencers who are familiar with producing engaging and quality content to
interact with their followers daily will bring significant benefits to you if you can
sign an agreement of content co-creation deals.

Win-Win Long-term Partnerships

 Undeniably, it is all about choosing the right partner to build successful
relationships. You should build partnerships that increase sales for you and your
partners by selecting influencers based on their field and the audiences they can
influence.
 Launching an influencer marketing campaign is all about beginning and developing
positive relationships. Brands can build durable and long-lasting partnerships that
lead to long-term success through maintaining effective collaboration with
influencers.
 Brands no longer hire influencers for one-off campaigns but rather for long-term
partnerships. According to a study, roughly 50% of advertisers work in six-month-
or-more partnerships with influencers, therein, 37% claim that they collaborate
with brands for a longer-term, compared with one-off campaigns.
 A lasting influencer partnership between organizations and influencers saves time,
resources, and money, and it also helps establish credibility and have a more
substantial effect on the company’s audience.
 Overall, this is a win-win collaboration as both sides have a stake in the result. As
you partner with the correct influencer who appeals to the same market as yours,
profit comes immediately from influencer marketing.
 Benefits such as shares, reposts, and retweets multiply over time, providing long-
lasting brand awareness for your campaigns, which reexposes your content
repeatedly.

Influencer Marketing Boosts SEO, ROI, and Bottom Line

Influencer marketing help boost your SEO, ROI, and bottom line significantly.
SEO
 Influencer marketing benefits, directly and indirectly, your search engine
optimization.
 There are 86% of advertisers using influencer marketing to empower their
marketing campaigns, and 57% state its performance exceeds the other brand-
created content. As influencers have a large number of loyal followers, the
partnership with them will help you reach more audience rather than doing SEO
activities only.
ROI And Bottom Line
 Influencer marketing allows big brands to attract more customers and enables small
businesses to scale up by getting them more visibility, which provides higher ROI
than other marketing channels.
 According to a study carried out by Mediakix in 2019, approximately 50% of
marketers state that influencer marketing’s ROI is higher than other marketing
platforms’, and about 41% say returns are equivalent to other channels.

Drive Purchase Decisions

 Influencers drive the customer’s purchase decision-making process. People respect
and trust their favorite influencers, which leads them to have a more positive
reception to brands.
Influencer Marketing Increases Sales
 One of the top three overall goals that marketers aim for in influencer marketing is
generating sales and conversions, said 64% of surveyed people in 2019 study
conducted by Mediakix.
 According to researches, for every $1 they spend on sending a message to the
customer via influencers, companies earn about $18. And this number can be higher
for many other brands.
 As mentioned above, influencers have a significant impact on the purchase decision-
making process of consumers. Roughly 40% of survey respondents reported that
they made a purchase shortly after seeing their favorite influencer use a product or
service.

Cost-effective
 Businesses find it harder to promote products or services as paid ad costs keep
rising, in which influencer marketing can help keep the costs down.

Influencer Marketing Saves Time

 You can shorten the process of building your fan base since you collaborate with
existing players in the industry.
 To create an advertising campaign, it takes you considerable time to produce the
images, duplicate them, and schedule the ads across platforms. The partnership with
influencers will, indeed, help you outsource everything and save you lots of time.

Unlimited Sharing Potential On Social Platforms

 As influencers interact with their fans nearly every day, they are proficient in
engaging with your, as well as their target audience, on the content they share about
your brand and products or services.
 The easier it is for an influencer to use the content on their blogs, Facebook fan
pages, and other platforms, the easier it is to share said content widely.
 There are many ways influencers can help brands to spread the messages, for
example, a post on Facebook, inspiring storylines on Instagram, a review video on
Youtube, promotion codes, store’s links, and more.