What Is Influencer Marketing? A Guide To Develop Your Business With Influencers

One of the emerging and the most prominent trends of modern-day marketing is Influencer Marketing. When we go back to a decade, we observe that at that time, influencer marketing was just limited to celebrities and some specific bloggers. Coming back to the current scenario, the rise in the number of bloggers has taken the influencer marketing industry by a storm. Influencer marketing strategies help in increasing the exposure of a brand, connecting with new audiences, and building authority. It drives traffic towards a particular website and also helps the brands gain loyal customers for their products and services.

Even though influencer marketing has a lot of benefits, setting up, launching, and managing an influencer marketing strategy can be confusing. Through this blog, you will get a comprehensive knowledge regarding what is influencer marketing, and the steps of developing a successful business with influencers!

What is Influencer Marketing?

Influencer marketing is an effective marketing strategy that involves identifying people having a strong influence on a brand’s target audience. An influencer marketing strategy involves the brand to form partnerships with influencers, and the influencers agree to show the brand’s content to its audience.

The majority of an influencer’s audience is vast and engaged, which helps the brands get in touch with the influencer’s audience. The exposure of the brand’s content in front of the influencer’s audience helps in forming a better reputation in a natural, meaningful, and positive way.

While a lot of brands use celebrities, brands don’t have to rely on celebrities for their influencer marketing campaigns. Since influencer marketing is about letting the audience gain exposure to the brand, and therefore, the right influencers do not need to have the most massive audience. In influencer marketing, it is the quality of the audience that matters rather than the audience’s quantity.

How to develop your business with influencers?

  1. Know your audience.

The most crucial step in developing your business with influencers involves knowing the brand’s target audience. Rather than looking for the type of influencers you would want to team up with, you should first specify the target audience. Once you specify your target audience, then you can easily get in touch with the best influencers that serve the audience that you are targeting. Since the audience has its own tastes, you should give a lot of focus on the kind of message that you would want to give out to your audience. Conducting proper research for knowing the tastes and preferences of the audience will work wonders for your brand.

  1. Set clear goals.

Just like any form of marketing, influencer marketing also involves setting up clear and concise goals that help in streamlining the whole process for your brand. If you define your goals in the early stages, you will have the upper hand in shaping your campaign’s consistent strategy. Some of the most common goals that every brand should have for developing their business through influencer marketing include brand awareness, audience building, building a brand identity, creating engagement, generating leads, increasing sales, building customer loyalty, and link building. Apart from that, you should also review the performance metrics from time to time to monitor your performance.

  1. Get in touch with a digital marketing agency.

Digital influencer marketing services offered by a renowned digital marketing agency will up your game. Since digital marketers have the required expertise of many years, they would guide you with the best solutions for a successful influencer marketing campaign. If you are looking for the most impactful digital marketing agency in India, then choosing Rush Republic would benefit your brand. The digital influencer marketing services provided by Rush Republic are outstanding as they have years of experience in this industry. Apart from that, the experts at Rush Republic will streamline the process by providing you valuable insights regarding your business.

  1. Plan your strategy.

Once your goals are defined, the audience is specified, and the agency is selected, then you need to plan your influencer marketing strategy. This step involves careful thought and planning, as it will be the building block for growing your brand. Some of the influencer marketing strategies you can consider include gift, guest posting, sponsored content, social media mentions, influencer takeover, contests and giveaways, brand ambassadors, etc. Each of these strategies promises favorable results. You can mutually decide with your agency and choose the approach that best suits your goals.

  1. Find the right influencers.

After your strategy and audience are defined, you need to find the right influencers to help you achieve your goals effectively. The main aim of influencers is to bridge the gap between your brand and its target audience. Therefore, selecting the right influencers will be beneficial for you. You can consider the different types of influencers, including bloggers, celebrities, social media stars, thought leaders, industry experts, customers, and non-competing brands. After determining the type of influencers that you want to work with, you can then start looking for specific individuals under that category.

  1. Curate content that suits the influencer.

The last and most essential step is to curate content that matches the influencer’s ideas so that the influencer does not think twice before posting it. If you are creating content for the influencer’s website or guest posting, then using the right set of keywords in the content will allow the material to appear at the top of the search engines. You can also mutually decide the content with the influencers and gain the upper hand at making it more effective.

Final Word

Influencer marketing is one of the best and the most effective ways of increasing your brand exposure, driving website traffic, building your audience, and generating more sales. However, it would help if you had an organized, data-driven, and a strong influencer marketing strategy for achieving favorable results. The six essential steps mentioned in the article will provide the best results for your business quickly. Choose Rush Republic and get ready to take your business to a boom!

Will Influencer Marketing Steer Your Brand for Long, or is it a Passing Fad?

Until the arrival of Instagram as a major marketing tool, the word ‘influencer’ was hardly an integral part of one’s lexicon. But influencer marketing has now entered the big league and is worth billions of dollars. You can rest assured that every time a premium blogger with thousands of followers posts on Instagram or myriad other websites, the odds that he or she has been paid to promote a product are high.

What exactly is influencer marketing?

To put it in the blandest language, an influencer is a person who has countless followers on various social media, can persuade people to alter their buying behaviour by winning them over, and is often talked-about by other well-known bloggers.

A good example can be Kylie Jenner, star of the hit reality TV show ‘Keeping up with the Kardashians.’

In March 2019, she became the youngest self-made billionaire. Jenner has her own fashion line that includes make-up and clothes, besides handbags and other items. If she changes her brand of shoes for a day, a vast majority of her 130 million+ followers on Instagram and 22 million subscribers on Facebook may follow suit. It can literally change the fashion industry.

Each niche segment has its own superstar influencers. Fitness enthusiasts look up to Michelle Lewin, foodies look up to Meghan Rienks, aspiring makeup artists to James Charles, and photographers to Chris Burkard.

If none of the names jumps out, it is because these people are the centres of their own respective universes, with their followers orbiting them. In their circle, they are enormously popular.

One organic aspect of all influencer marketing on Instagram is that these mini-celebs often post on behalf of their product sponsors. However, the distinction is rather thin, and exactly when a personal post becomes a paid one is hard to tell apart.

Can such marketing help your business in the long haul?

Experts do not agree on or subscribe to, a single point of view here. There is one school of thought that suggests that consumers have wisened up to the marketing tactics of brands that use celebrity-driven sales. Another section of experts believes that this is a tactic that is here to stay for good.

Some of the recent surveys of market behaviour suggest that more companies are setting aside more sums on advertising via minor and major-league celebs. Influencer marketing on Instagram is booming: the industry is currently valued at $ 2 billion, and it is predicted to go up to $10-12 billion by 2020.

The single most important factor that sustains in the industry is the engagement rate. Simply put, it is the number of likes and comments divided by the total number of followers.

Superstars on Instagram charge anything between $162 and $10,000 or more every post. If you own a niche business, you must take such marketing strategies seriously.

Here are some statistics that will imply how crucial such marketing tactics are.

  • Influencer marketing tends to lead to more customer conversions. For example, Jared Busch, an avid Youtuber, recently made headlines when he made a OnePlus 6T unboxing video that fetched millions of views. In a single day, more people had seen the video than the entire product launch lifecycle of the preceding OnePlus 5T.
  • Data suggests that for every dollar a company spends on such marketing techniques, it earns 6.5 dollars.
  • Nearly 49% of all businesses state that they will focus more on video advertising in the coming years. That spells a bull market for such opinion-shapers.
  • More emphasis is now being put on social media marketing. It hints at a departure from other traditional routes like email marketing, social and search ads, and even old-school SEO.

Popular brands engaged in influencer marketing

To help you take the leap of faith, here are two examples of global giants engaged in influencer-driven marketing campaigns.

  1. H&M is one of the largest stores that specialises in retailing clothing for the young and the elderly and is popular around the year. They have been embraced by the millennials and the well-heeled thanks to their curated content. They were also one of the first major brands to join the influencer bandwagon. Ela Velden and Julie Sariñana were two star campaigners. Sariñana seemed especially enamoured with their collection and was seen wearing their designs often on Instagram.
  2. Samsung added value differentiation by engaging professional Snapchat artist CyreneQ to help them launch the now-dated Galaxy Note 7 range of devices. The adverts were a huge hit and were one reason why the range sold so well. There is another tale that remains untold here, but you will soon see the connection.

Spotting influencers

Spotting social media influencers is easy when you know what to look for. Choose anyone who has:

  1. At least 10,000 followers on Instagram and Facebook.
  2. One who commands respect of the target audience.
  3. Someone who has not worked with any other brand.
  4. One whose opinion is taken seriously.

Besides, your chosen influencer should also be active on social media, and must not have dominated the headlines for the wrong reasons.

How to utilise such marketing better?

It is crucial to determine how to better helm such marketing techniques. Here are some of the ideas that will enable you to form a better strategy when it comes to investing in the near future.

  1. Identify your niche

You need to know your audience and its demographics. If most of your clients are female and are below the age of 30, you can look for younger social media stars. Studies highlight that ‘influencing’ is a gender-neutral process, and you do not need to hire female influencers to attract women.

  1. Choose the right people

It is one of the areas where most organisations falter. When you talk of the ‘right’ expert, you essentially mean someone who suits the aspirational values of a brand. A marvellous example is Special K, a breakfast cereal from Kellogg’s. When a new advertising campaign was necessary, Kellogg’s focused on pregnant women, a demographic that is focused on creating better dietary habits for their children. Besides, the campaign also highlighted strong and independent women.

  1. Create better content and add value

No advertising campaign will succeed if you do not add value to your products. You have to project your products in a different manner vis-à-vis your competitors. You will need to showcase how your product is actually better than what is currently available. Value addition is essential, especially if your product portfolio involves items that are in vogue like gourmet items.

For the record, the Samsung Galaxy Note 7 did not work well, although they sold very well. The reason: the phones were prone to battery malfunctions and even explosions. Remember CyreneQ and Samsung’s collaboration? Well, it turns out that not even she could save Samsung! That is value addition at its worst.

  1. Choose a budget

This is where multiple teams need to collaborate. Your marketing team must be in touch with the one that allocates budgets, and vice versa. If you do not have too much money to tap a popular celebrity, you can always choose a minor celebrity to start with. Vanity metrics mean nothing; it is the conversion rate that matters.

If you think that hiring a celebrity to work his or her magic has sparked renewed interest in your products and improved sales, you can then go ahead and allocate a bigger budget. At the end of the day, advertising is nothing without a tinge of risk. Patience is also a virtue.

As an organisation, you cannot expect overnight results from influencer marketing on Instagram. You have to give it some time. Once the ad campaign starts to take shape, you may have to undergo course correction.

Influencer marketing is here for good, and it will yield good results in years to come. The organisation that will win this race is the one that doesn’t lose its nerve.

6 Content Marketing Strategies That Will Help You Dominate in 2019

Zillions of articles and blogs flock the web regarding which content marketing strategy should you adopt and which are the latest in the block. Skimming through this almost claustrophobic maze seems to be a hassle!

What if we tell you that here, on this page, you are going to get the absolute 6 content marketing strategies that are sure shots and help you dominate with no doubt left?

Intrigued? Then scroll and read up!

B2b content marketing hit points to gear up for the next year –

1. Pattern analysing

Analysing your target audience’s behaviour towards the content you create is an unconventional content strategy to go for. If you understand their patterns, then it will become easier for you to curate more and more to the post content that will rank high on the search engines. Each target hub protrudes a particular graph when they dig in any content, and you can interpret this behavioural sign based on the number of clicks, the likes and visits.

2. Capitalise on the ‘trending’

You see, honing the latest trends within your content will eventually generate a healthy lead base without much sweat. Content curation is dynamic, and if incorporated with the current fads, your target audience (essential millennials) will connect with your write-up on a more personal level.

3. Promoting content

If you do not promote today, you’ll have nothing to promote tomorrow!

Bet, you don’t want that, do you? So, why not embark on a content promoting rampage via social media platforms and online media ads? This will increase your productivity, and the numbers will only RISE.

4. Competitors are the best teachers

What if we say that learning from competitors shall take you the long way?

Yes, indeed if you start understanding your competitor’s market standpoint, the way they are manoeuvring their brand identity to the audience and what are their promotional charms, you can pick a cue or two surely.

5. SEO expertise

It’s a boom in the digital space.

Therefore, you need to be on top, like literally rank high at least on the first page of Google. For this, your SEO team needs to be adept at making sure your content link pops up when a person searches for a relevant topic. Start by going for content curation as per the latest SEO techniques. Learn the ins and outs of the Google algorithms, the keyword planner skills and more.

6. Curiosity cards

If your content is relevant, informative and still not getting its required clicks, then there must a piece missing in the puzzle.

Herein come the CTA lines. These are curiosity cards that will hook and nook your target audience and make them come for more. The moment they see tones such as click here, look below, read on, download, share and more, they are more likely to follow the action.

So, these were the B2b content marketing strategies in 2019 to up the game.

Mastering the master! There’s always scope for more…

Having a deft content strategy is good. But having a potential plug to make your marketing effortless is what you need this year.

Why Branding is Important For Every Company ?

Building a brand around a service or product can come spontaneously, or, it can be a tremendous, frustrating, and confusing experience, almost like pain. In these situations, hiring a professional branding agency who specializes in brand strategy to help you work out the hitches is the best bet!

What does strong branding do?

Your branding should set you in your league. Customers should not think twice about whom to approach for a solution to their problem. Strong branding can help accomplish this.

The following are the signs of strong branding:

  • Delivers your company’s message precisely
  • Gives you credibility amongst your competitors and customers
  • Builds a lasting impression with your customers
  • Motivates purchases & repeat customers
  • Develops a strong brand loyalty

Once you achieve all the above-mentioned aspects, the hard part is over. It will act as the base for your brand and help you fill in the gaps as you begin to fine-tune and combine them with your team and partners.

Why Is Branding Important?

Here are a few reasons why branding is essential.

Identity:

Your brand is your unique identity and your company’s way of standing out in the highly competitive industry. The purpose of a brand boils down to one final statement which is not always an easy one to answer: “We exist because of __.” The answer to this will be the base as you build your brand identity because it will play a fundamental role in connecting with your customers and helping them visualize your brand the way you imagined it. In Branding, it is often the intangibles that build motivation to purchase your product or service and retain customer loyalty.

The ability to convert consumers into customers, who not only love your services or products but also follow along with you on your journey, is Branding. Social Media and Content Marketing have played a massive role in really bringing this aspect to life in recent years.

Direction

Building a strong brand is equally important for your company’s team as it is for your customers. When you have your entire team moving in the same direction and informing the same ideals to customers that got them there in the first place, you will be able to work a lot more easily and not forget, work with a lot more passion. A precise brand direction will help you create expectations with your clients that will keep them coming back for more, tell their friends about you, and always hold your business responsible.

Loyalty

A good branding ensures customer loyalty, who always extend their support to the brand. They become the unofficial goodwill ambassadors of your brand and indulge in spreading a positive review through word of mouth, thus acting as influencers.

Protection

Branding protects you from your competitors who are waiting to steal your show. Without a strong and concealed brand strategy, they can always replicate your ideas and claim ownership to it. With branding done right, you retain your originality which can never be replicated by your competitors even if they succeed in implementing your ideas.

Asset

A brand is an asset. What the public is exposed to is nothing but a huge section of your business which is equally worth like your revenue and sales. With a lot of verticals like finance, creativity and more on stake taking up time, branding helps you find the difference between the revenue, debts, liquidation etc., and build/strengthen your business accordingly. Though this sounds like a Herculean task, the branding agencies are equipped with the bandwidth and adept skills to make this work.

Which businesses should focus on their branding efforts?

EVERYONE OF THEM! Small, Medium, Large, New & Old. You must be ready to adapt to the changes to survive in such a competitive business world.

Beginner’s guide to Search Engine Optimization – Part II

In the first part of this 2 part series, we learnt –

What is SEO?

“The process of maximising visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.”

How do search engines work?

By crawling and building an index, search engines go through the billions of interconnected documents on the web through HTML Links. So when a person performs an online search, the search engine goes through its database and shows results that are relevant. Getting featured on top of the results page provides both, traffic and also reinforces trust worthiness of the website.

How do people use search engines?

When users experience the need for an answer, solution, or information, they type in a set of words or phrases. After browsing through the results, the users either find a solution or perform a new search with alternative keywords. So while computer-generated algorithm tries different parts of the internet together, the searches are performed by humans. To maximise leads to your web page you must understand users first, and search engines optimization second.

The big question we’ll be addressing in the 2nd part of this series is

How can you optimise your web page?

Let’s consider the On-page and off-page factors that bring relevance and popularity to your website.

On-page factors

As a first step, it makes more sense to start with on-page SEO and get it right, rather than trying to convince search engines to give you better ranking with off page SEO. Ask yourself these questions to optimise your web content, architecture and HTML output.

Content – Is the content original and copy checked? Does the content have enough descriptive text? Is the content well researched with references? Do you have a clear publishing strategy?

Architecture– Can search engines easily “crawl” pages on site? Does your site work well for mobile devices? Does the site load quickly? Do URLs contain meaningful keywords to page topics?

HTML – Do HTML title tags contain keywords relevant to page topics? Are they unique for each page? Do all images have defined ALT tags? Are the image filenames descriptive? Is the text properly formatted and split into small paragraphs?

Off-page factors

One of the factors that determine the position a web page will appear in the results is the number of incoming links. Optimising such links is called Link Building. While incoming links are a signal of trust, depending upon where they are coming from, they can also affect your ranking position.Positively if the links are coming from well-known and trusted sites or negatively if they are paid links, article directories, link farms etc. When optimising off-page SEO, ask yourself these questions.

Trust –Will links and shares make my site a trusted authority? Has my site or its domain been around a long time, operating in the same way? Is my content ad-heavy? Do visitors spend time reading or “bounce” away quickly?

Links – Are these links from trusted, quality or respected web sites? Do links pointing at pages use words you hope they’ll be found for? Do many links point at your web pages? Have you created links by spamming blogs, forums or other places?

Social Do those respected on social networks share your content? Do many users share your content on social networks?

Once you have successfully answered these questions your website should have moved up in search engine ranking. To sustain the effort, keep the following pointers as a shared check-list between your web designer, developer and content creator.

  • Build your site with a clear hierarchy and text links.
  • While multiple text links to internal pages or external websites can add credibility to your site, overdoing it (with hundreds of links on a page)may result in not getting all of the links crawled and indexed.
  • A link earlier (higher up) on a page carries more weight than a link lower down on the page.
  • Leave no page orphaned, i.e., every page should be reachable from at least one static text link.
  • Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
  • Your most important content should be in HTML text format. Images, Flash files and other non-text content are often ignored or devalued by a search engine.
  • Produce fresh content regularly.
  • A link earlier (higher up) on a page carries more weight than a link lower down on the page.

And always remember, search engines need to see content in order to list pages in their massive keyword-based indexes, but they need to see links in order to find the content in the first place.

Recent Posts
Recent Comments

Want to implement what you read?