Social media created an era where content creators are the ‘it thing’ to boost brand awareness. It’s no surprise as consumers are now tech-savvy and turn to their most trusted source of information to know what they should buy. Content creators have redefined what it means to have influence. Businesses have no option but to jump into the creators' economy for their campaigns and day-to-day marketing.
Working with content creators is a surefire way to expand your reach on social media. Sometimes referred to as influencer marketing, brands promote their products through recommendations and endorsements from content creators. Instagram has remained one of the most effective platform for social influencers. It not only creates brand awareness but also increases conversions and sales.
Let’s look at how small businesses can incorporate content creators into their marketing strategy.
Most brands use content creators to expand their reach and get to new target customers. Content creators expose your brand to their followers giving you access to new prospects. It can be to drive sales, create awareness, build customer loyalty, reach new target audiences, communicate brand values and so on. Ensure that your goal fits into your overall marketing strategy. Have measurable goals that can be tracked and reported.
You have to define the target audience for the specific campaign so as to pick the right content creator for the job. Create audience personas to have a better understanding of who you want to reach. Once you’ve done that, create a matching list of content creators that understand the qualities you’re looking for.
The three Rs of content creation are: relevance, reach and resonance.
Bigger is not always better when working with content creators. A big following that’s not interested in your offer is meaningless. Niche influencers have highly dedicated and engaged audiences. Trust is key. Your audience has to trust the opinion of the content creator you choose to work with. Look at the likes, comments, and shares of their previous segments. This will help you know if they have a loyal following or bots-inflated followers.
It’s always good to start interacting organically with the content of the potential influencer you want to partner with. When you’re ready to start working with them, send a direct message. Avoid generic DMs and mass emails. Be as detailed as you can about your brand, tell them what you want to achieve with your campaign, and how they can benefit from working with you beyond the paycheck.
Provide content guidelines for the campaign but don’t stage-manage them as they create content. They are content creation experts so let them showcase their skills. In addition, they know what their audience responds to best.
It’s easy to focus on vanity metrics such as likes and comments. However, to measure the effectiveness of your campaign, you need to look at it in terms of return on investment. Calculate the impact of the content creators on your bottom line.
The wrap it up, content creators are here to stay. Many businesses, big and small have benefited from working with content creators. No matter what your goal is, it’s high time to try out marketing with content creators.