About Me
Tuesday, May 28, 2019
When you made your last best move, how did you find out about the place you bought that special item, the service provider that changed the game for you, or the tool you needed to get the job done? It’s more than likely, in one way or another, you allowed yourself to be influenced by other users.
Whether you read online reviews, posted a poll on your own social media, or asked within your personal circle for recommendations, for anything more than a quick lunch ( and who hasn’t asked for new dining recommendations?) you probably did a little crowd based research to gain wisdom as to what worked for real people.
Although we seem to instinctively understand that anyone who will gain from our buying choices may not be the best person to recommend options, we tend to think our potential clients should trust us, based on our say so. So, how do you overcome this?
With platforms like Linked In, it’s pretty easy. We give each other recommendations. For example, you don’t have to trust me that I know what I’m doing in the creative writing department, because dozens of people in my network have vouched for me. This is great when it comes to inbound marketing, such as social media profiles, where we can ask for reviews, and the like, but what about in our outbound content? How do you make sure your client facing marketing doesn’t assume they’ll trust you, but makes use of the influence of others?
Enter the “Micro influencers”: you’ve all heard the rumors that some Instagram users (typically celebrities, or content producers with their own built in audience) get paid the big bucks just to suggest things to their watchers. Sure, why not? After all, a big name is often all you need to launch a new brand. But if that’s not quite in your budget, or won’t work for your brand, what then?
Well, you may be overlooking a valuable source of influencer marketing that’s already “baked in” to your platform. If you’ve been in business any time at all, you’ve likely got dozens, hundreds, or even thousands of satisfied customers, and current and former employees who love your brand, and among them are some “microinfluencers” that could really turn up the heat on your content game. Here are three kinds to look for and how to engage with them.
Content producers
They may not be all star mommy bloggers, but some of your customers have followings, trust me. Building audience is the new making friends, and buried in your contacts are literally hundreds of people who have their own blogs, podcasts and YouTube channels. Sure, they may not have millions of followers yet, but some of them have a loyal fan base that would also be interested in your offerings, and it might not cost you anything at all to get it in front of them.
- First, do a little research and find customers who are content producers
- Next, check into their content and see if their channels would be a good place to promote your business.
- Finally, offer them a proposal. It could be as easy as sending them a thank you gift that they will then mention in their content, or a promotion trade, you bump their blog, they return the favor
Content Curators
This denizen of the social media realms is a consummate sharer. By this I don’t meant to suggest they are indiscriminate. Far from it. In fact, they typically stick to a few topics and they’re following is loyal because of it. They like links to new and wonderful things and Ideas, so your content will need to appeal to them.
- It’s more about lifestyle than consumerism, so you’ll need to showcase the benefits of your product or service, in relationship to their everyday existence.
- They are typically upbeat so, positive pieces will catch their eye first, although in politics, or art, it can also take a dark turn.
- Since they rarely want to sell your stuff, avoid salesy posting to attract these microinfluencers.
The Meme Warriors
This clan is plentiful. You know a few. Their feeds are cluttered with laugh,or rage inducing imagery. They like pop culture and current themes. If you can tie into trending items, and create highly visual content that doubles as social commentary, or humor, you can count on them to do one of two things, share it, or make fun of it. Either can be good.
- Your content needs to be familiar, without duplicating existing content to keep your brand relevant. Use original images whenever possible.
- Two good examples of meme warrior campaigns are Old Spice and the Dos Equis smartest man in the world campaigns
- You need neutral territory to launch these from, you might want to recruit some of your customers, or employees to share them from personal profiles.
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