An influencer is someone that people trust in a specific field, such as professional athletes, scientists, and even successful dog trainers. These people have a following online to promote their business, services, or message, and influencer marketing is tapping into these communities that are often large, active, and very loyal to the influencer they follow. Some examples are paying a local chef to post about using produce from your organic, urban farm, or sending your new sneakers to a basketball player to wear in pictures they post.
For influencer marketing to be effective, you don’t always need to work with a huge star or local hero. Search for people with growing audiences on new platforms, and notice how they interact with their followers. Having a small but dedicated audience is more beneficial for your marketing purposes than having a large but disconnected audience. It is also important that your values align with those of the influencer so that your message and mission are appropriately communicated, and you can be confident that you’re both working together to reach the same goal.
This type of marketing is well known but comes with many rules and stipulations. For instance, it is required to disclose these types of financial relationships, so influencers use the #ad hashtag or sticker on social posts. Be sure to thoroughly research the rules in your state and enforce them for yourself, your team, and the influencer you’re working with so the audience is aware they are being marketed to, and no laws are broken.
Content is everywhere – videos, blogs, emails, social media, etc. In order to get your content to stand out from the “noise,” you need an inbound marketing strategy that is personalized to your users. From calls to action to the copy of a landing page, the content you use needs to be hyper-targeted to the exact customer you’re trying to reach, or it will go unnoticed. Creating and using buyer personas can help you craft content that directly appeals to each customer segment – increasing engagement and loyalty, and boosting sales and conversions for your business.
So, how to create personalized content?
First, integrate your customer relationship management (CRM) software, like HubSpot, with your CMS or website so you can begin segmenting your customers and leads into populations, including:
- Products or pages recently viewed
Simply addressing an email to a customer’s name, or using their location to send targeted emails (such as things related to the weather, national holidays, or sporting events) can build rapport. Almost 90 percent of US marketers reported seeing measurable improvements after implementing personalization strategies, and more than half reported a lift greater than 10 percent. Just remember to make personalized content concise and don’t go into too much in-depth detail of their interests or behavior.
6. Marketing Automation
As a business owner, you don’t have time to email every new subscriber, chase down every abandoned cart, and block out time to post about sales and promotions on social media and through email. That’s where marketing automation comes in. Marketing automation and email automation are software platforms that let you set up promotions and campaigns, set a “trigger” or schedule a release in advance, and let the software work for you. Plus, it tracks analytics, so you can see what’s working and what’s not so you can make tweaks and adjustments.
More small businesses are using marketing automation for things like:
- Lead generation – You’ve seen pop-ups on websites that offer a discount or a gift. You just need to enter your email address, and within a few minutes, your gift arrives in your email, and a few days later you start getting personalized emails from the business. That’s all automated marketing.
- Cart abandonment – Automate an email or SMS message to go out when someone abandons a cart to let them know it’s still available or offer them a discount to return and make the purchase.
- Segmented populations – Marketing automation plays perfectly into personalized content for your customers based on common grouping.
- Social media responses – From scheduling posts weeks in advance to creating automated responses, you can maintain social media without spending all day on it.
If you want to capture leads, nurture them, and convert them, marketing automation makes it easy to build an entire pipeline toward your goals, which is why it’s rapidly growing in popularity among small and medium businesses. HubSpot is a comprehensive digital marketing automation platform and CRM all in one that we highly recommend.