No influencer to promote your brand? Why not do it yourself? Brands and consumers have gone digital with their consumption and marketing, making the digital marketplace more lucrative and crowded. Businesses generate digital content daily and must compete with each other for consumer attention. Your brand is no exception because it needs to cut through the noise to stand out. Your business must adopt new advertising strategies to retain high conversions and advertising performance levels in the competitive digital landscape.
Statistics show that consumers prefer content over advertising. In Germany, about 50% of consumers install adblockers. 99.5% of digital advertising impressions are ignored by audiences and fail to create increased conversions. Research by Pulse Advertising has found that original creator and user generated content give brands an advantage over others. Many consumers seek authentic and original content over superficial traditional advertising.
Influencer marketing strategy is a powerful tool to harness the benefits of original content creation. It is because influencers produce native content that resonates well with potential consumers. Native content creation enhances your business’s marketing campaigns and creates increased conversions.
Remember to consider the importance of influencer marketing for business to generate interest in your products. Even if you don’t have an influencer to promote your brand, you can still use an influencer marketing strategy to succeed.
Why Do Brands Work With Influencers?
Collaborating with influencers helps brands to improve audience engagement and increase conversions. Interestingly, influencers enjoy the attention of their followers on social media. They have the ability to influence consumer behaviors and consumption patterns. Engaging a successful influencer with more than 250,000 followers creates the same impact as a celebrity endorsement.
Influencer marketing strategy is essential for successful digital marketing and sales. It is evident in the example of the American beauty brand Glossier. Over 70% of Glossier’s sales come from referrals and influencer shares from its Instagram ambassador campaign. Through this campaign, Glossier engaged many macro and micro-influencers who created original, relatable content to promote the brand. Glossier has now become a billion-dollar enterprise, even though it only started in 2014.
You don’t need to work with influencers to enjoy the same benefits. Your brand can use similar strategies to enhance its advertising performance and conversion rates. We’ll show you how to do so in this blog.
Know Your Target Audience
Influencers succeed because they have a target audience interested in their content niche. They establish relationships with their target audience by providing content that caters to them. For instance, micro-influencer mayzunewin from Myanmar owns a tour company, and her target audience is people who love traveling. She uses personal travel experiences on her Instagram account to share helpful advice with her followers. She builds a strong relationship with her target audience by creating content that appeals explicitly to travel lovers.
Similarly, identify and attract a target audience for your brand. Have a thorough understanding of your target audience’s needs and wants, and address them in your original content. Establish close relationships with your target audience to make your marketing strategy more focused and impactful.
Build Brand Loyalty By Increasing Trust
Micro-influencers’ authenticity and honesty help them gain the trust of their audience, turning a follower into a loyal fan. Similarly, small businesses should create strong brand loyalty to attract dedicated customers and increase conversions.
For instance, Glossier’s product team built brand loyalty by increasing the trust of their audience. The company promised to deliver products based on what consumers wanted. They created candid, transparent content that was true to the brand motto. They featured honest product reviews from many customers, shared product inspiration photos, and considered product ideas from customers. It increased customers’ confidence in the business’s honesty and reliability.
Build brand loyalty among your customers by creating authentic and honest content. Take customer feedback seriously and make content that is genuine to your brand image and values. Make customers feel involved and valued by being transparent about your production processes. It increases trust and brand loyalty among your customers, leading to increased conversions.
Engage The Youth And Increase Content Interaction
Creating exciting and engaging content is crucial because Gen Z comprises 40% of global consumers. Research from Marketing Charts shows that visual content can best engage Gen Z. They enjoy tapping, swiping, and clicking on interactive elements such as polls, stickers, and comments. They also want short, bite-sized content that creatively relays information. Influencer samseats collaborated with Feasty to link his Tiktok video content to the food app. His video was concise, presenting his recipes creatively, and was even visually appealing. The link lets users click and scroll to view the full recipe on the Feasty app.
Replicate this with your brand by producing interactive visual content that increases engagement and conversion among younger users. Include links, stickers, and filters to make your content more captivating and exciting.
Gen Z consumers also love content that is relatable and memorable. For instance, Bretmanrock is a Filipino beauty influencer famous among Gen Z audiences for his funny makeup videos. Some audiences have even turned his reaction videos into viral memes. His content is relatable and memorable because of his humor and wit.
Engage Gen Z audiences with content that has a strong sense of humor to make your brand approachable and charismatic. Produce content like memes, social media challenges, and comedy videos. Create a fun and memorable content consumption experience for your brand’s younger audience. Viewers might attempt the social media challenge or share your memes and videos with others. It improves content interaction and increases brand awareness. Your funny content might even go viral as a social media trend!
Also read: Enhance Your Brand Experience With AR/VR
Increase Brand Awareness Through Competitions And Giveaways
Influencers host giveaways and competitions to engage their followers and generate interest. Bretmanrock hosts giveaways encouraging his followers to vote on their favorite products and tag their friends. It spreads the content as his followers tag new audiences in the comment section.
Host public giveaways and social media competitions to generate interest in your page. Also, encourage audiences to leave their votes in the comments. Invite them to tag friends to bring more attention to your page and introduce your content to new people. It increases digital engagement and provides good publicity for your brand. With greater brand awareness, you will increase the number of likes and comments on your social media posts. It improves your social media page rankings and increases visibility as well.
You must pair your great product or service with a solid marketing strategy. Use an influencer marketing strategy to grow your brand and upgrade your advertising. Adopt the mindset of an influencer in this digital landscape to increase brand reputation, improve audience engagement and increase conversions. You can do all these and more, even without an influencer.