Remember when actual brands set the styles for successful marketing? Ah, the good old days.
Today, it’s influencers who are in charge, showing brands what it takes to really connect with an audience and successfully promote new products on social channels. Content marketing lessons from influencers are a valuable source of inspiration, particularly for small- plus mid-sized businesses (SMBs).
SMBs in particular may take advantage of some of the ways influencers build their niches plus connect with smaller audiences.
This article will cover 4 important content marketing classes from influencers for SMBs, with a few examples to assist inspire you.
- Influencers are pros at creating trust — one of the things valued most by consumers about their brand relationships.
- Authenticity and connection are two reasons influencers resonate a lot with their audiences.
- Social profiles are just as important for representing your brand as your web site.
- Social media stories give your own audience a more casual, down-to-earth view of your brand.
Influencer marketing: a quick history
The modern social networking influencer may be a new phenomenon, but changer marketing has been around for centuries. In the 17th and 18th generations people looked to royalty for the newest fads. The early 20th century saw brands getting in on the game with imaginary influencers (think the Marlboro Man) and one of the initial true celebrity versions within Coco Chanel.
Later in the 20th one hundred year, celebrity endorsements became standard — and a game changer for influencer culture. Jordan for Nike, Cindy Crawford for Pepsi, and Paula Abdul for LA Gear (among others) proved simply how much influencers help a brand speak out loud with consumers.
There’s one thing about pre-social media influencers, however , that separates them from what we see today: the manufacturers were mostly in charge.
While influencers were the face of the brand, it had been still the brand managing the message. The influencers still depended on the brand name to give them a platform.
Today? It’s the influencers who constructed the platforms and hobby the messages. And, to be honest, it’s often the influencers leading the way on marketing trends plus best practices.
Smart businesses have recognized this flip and are willing to study from it and participate. SMBs in particular stand to benefit from the lessons influencers can teach regarding creating a niche, connecting along with target audiences, selling a lifestyle and more. In the next section, we’ll cover 4 specific content marketing lessons from influencers that every SMB ought to know.
4 Content material Marketing Lessons from Influencers
Authenticity and trust
Consumers today can spot the fake sell from a distance away. The reality is that in a digital world, brands cannot pick and choose what to share with customers. Information is out there, and people are really good at finding it.
This means brands must know who they are and signify themselves authentically to their viewers. It means that brands can’t run from their mistakes — they have to acknowledge and admit them. It means that the matters they post and share have to be honest, because they will stick around forever online.
Most importantly, authenticity builds brand trust , and trust is valued by consumers over all some other aspects of their brand romantic relationships. When consumers trust a brand, they are most likely to suggest it, buy from it, and choose it over additional alternatives.
Picture Source: Marketing Charts
Influencers are actually good at this. They understand how to build a niche and stick to it. They’re pros at generating #ads that still scream authenticity and make consumers want to buy. And it’s functioning — the Edelman Believe in Barometer found that 63% of consumers trust influencers “much more” than what manufacturers say about themselves which 60% of consumers have bought a product based on an influencer’s recommendation in the past six months.
So: what are the takeaways for SMBs here? Very first, be authentic in the way a person represent your brand online. Second, partnering with influencers to build brand trust is a smart strategy, and it doesn’t require connecting with the biggest names. Studies show that micro influencers (less than 10, 000 followers) have the best engagement.
In other words: it’s not about finding the influencers using the largest following, it’s about finding the ones who many authentically align with your brand.
Connection with consumers
From genuineness and trust comes connection with consumers. Influencers have perfected the art of connection and evoking emotion in their audience. How they do it is by displaying what a brand’s products do in real life — for actual people.
When we consider again that most people trust influencers more than brands, one of the reasons is no doubt that they can picture themselves in an influencer’s shoes. Influencers show products in their real day-to-day lifestyles, not a shiny advertisement.
The obvious way for SMB brands to benefit is certainly by connecting with influencers who can promote their products. But another way brands can execute on this content marketing lesson through influencers (and at reduced cost) is to encourage and share user-generated content material (UGC). UGC is effective in creating link in much the same way changer content is — customers report that they also trust fellow consumers more than manufacturers themselves.
Ways for SMBs to motivate user-generated content include:
- Asking for testimonials and sharing them on the internet
- Creating hashtags for products and campaigns
- Incentives for UGC (like a gift card giveaway)
One great example is the City of St . Petersburg, Florida. They’ve been using the hashtag #sunshineshere for a few years now to encourage user-generated content from brands, guests, and residents alike (like this instance from Gallagher’ s Pumpkin Patch ).
Image Source: Instagram
Curated profile pages
Social media pages are often a consumer’s first point of contact with your business. As such, it can be just as important as your website within representing your brand. Given that influencers rely solely on their social profiles, they produce profiles that represent their own personal brands in much the same way traditional websites do for businesses.
It’s a content marketing and advertising lesson from influences that will SMBs in particular should not ignore. Social profiles can be a huge opportunity for showcasing your brand personality, products and services, and happy customers all in one place.
Social media companies them selves have recognized this plus created features that make it actually easier to build website-esque social profiles.
Several best practices we’ve learned from influencers that SMBs should know:
- Toenail your first impression. Have a profile picture that really represents your own brand, and complete the preliminary information (like your bio, contact information, etc . ).
- Take advantage of emphasize features on your social information. For example , Instagram has tale highlights. Facebook has showcased photos. TikTok has pinned videos.
- Be intentional about what you write-up. Yes — brands will surely keep it casual in many cases on social media. But that does not equate to haphazard. Make sure your content have a purpose and favorably represent your brand.
Here you can see a few SMB brands performing it right on Instagram:
Image Source: Later
Social media stories
While profile pages may be the curated rendering of your brand, social media stories can give your audience a far more down-to-earth, unfiltered look at your company. Influencers have no doubt already been the pioneers of using social media stories for brand marketing , transforming them from a casual way people shared their lives to a powerful device for increasing brand reach.
So how may SMBs do the same? Here is what to know about using stories well:
- You can be more casual. Stories give your audience the peek into the day-to-day procedures of your business. Use them to back the curtain and also showcase your brand’s character.
- Stories can amplify various other content. Sharing an important submit to your story or loading an event there can amplify its visibility.
- Interactive tales engage customers. Not only can customers feel connected by participating in surveys or polls on your stories, they can give you important feedback! Use queries and polls to get your audience’s opinion and feedback upon products or other essential topics.
Level up your content marketing
Ready to use these content marketing lessons through influencers to level up your whole content strategy?
When you consistently create excellent content, you have more to share on your social feeds plus bigger opportunities to engage with your own audience.
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