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Micro-Influencers Provide Greater Engagement Results in Marketing Campaigns

Looking to boost your social media engagement results? Perhaps you need to take a closer look at how micro-influencers help driver better results.

Social media managers have long understood that improved engagement across platforms yields higher conversions. A brand that effectively engages its followers through social media benefits from improved lead conversions. This is why marketers have long pursued celebrities to hock their goods. Do you honestly think that Beyoncé loves the shampoo she’s pushing on social media?

What is a Micro-Influencer Anyway?

Micro-influencers are those individuals on social media with a base of followers typically below 1,000. Some marketers consider that threshold to be as high as 30,000; but the exact number isn’t really what’s important.

The important thing to understand about micro-influencers is that while they have a smaller following, their fans tend to be far more engaging with content. Think back to our Beyoncé example for a moment. While she may have millions of fans, those fans are diluted across countless interests and markets. A marketer seeking to sell an organic shampoo, for example, would potentially do far better by engaging a micro-influencer that focuses on organic personal care products. There may be far fewer people following this person; however, they are going to be well aligned with the brand and have a common set of interests.

HelloSociety, which is owned by the New York Times has done extensive analysis and determined that engagement through this method is typically 60% greater than through promotions done with massive social media brands.

Likewise, Digiday conducted an Instagram influencer survey to dig deeper into this phenomenon. They evaluated accounts with 1,000 or fewer followers and discovered that those accounts yield a like rate of 8% versus only 4% for accounts with between 1K – 10K followers.

Micro-Influencers get better engagement results.

Why is Social Media Engagement Such a Problem

The social media landscape has literally doubled in the last few years. There are more platforms than ever as well as more content. Vendors like Hubspot have been heavily promoting inbound marketing techniques in recent years which have resulted in a tremendous swell of content being pushed down the throat of consumers.

Don’t get us wrong, we’re a big supporter of inbound marketing where it makes sense; but it has certainly become a more saturated environment. The result is such that consumers have too much content coming at them. All this content turns into forgettable noise.

While the level of noise has gone up, platforms such as Facebook have been concurrently effective at diminishing their own organic value by limiting the available organic reach of your own followers. Posts that historically provided a reach of over 15% may now be limited to between 2% and 6%.

So now consider the options as a small business. You can increase your investment to expand your total number of followers, pay to “boost” your posts to sustain your reach, or you can leverage the loyal following of micro-influencers that align with your brand.

Micro-Influencers as a Solution to Engagement

People with a concentrated and loyal fan base are an ideal option for improving your own social media engagement. These people are typically seen as experts in their area and bring with them a higher level of credibility. In short, an endorsement from one of these people can carry much greater weight than someone that was clearly paid to push a product.

Brands with millions of followers can come at an astronomical price. A brief campaign can easily start in the range of tens to hundreds of thousands of dollars. That same campaign pushed through a micro-influencer with a highly engaged following can run for a little as a few hundred dollars. Further, a small handful of these targeted supporters can yield far greater results at a fraction of the cost.

How to Leverage Micro-Influencers in Your Next Campaign

Seek out those influencers that are well aligned with your mission, brand, or products. When you see one, ask yourself if their social media following matches the people you would like to see following your own brand. Are those followers actively engaged in discussions, page likes, shares, and comments tied to the posts?

Next, engage them as a fan. Support their content, and share posts relevant to your own followers. Basically, you need to be an active fan of their brand.

Once you’ve established a relationship, feel free to reach out and be more direct about developing a more significant partnership between your brands.

You can certainly skip straight to the third step; but it’s much easier to develop a meaningful partnership when a relationship has been established.

Social media noise pollution isn’t going away anytime soon, so think about whether a micro-influencer relationship can help cut through the mess and extend your brand’s reach.

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Launch Your Underachieving Business Blog Into Overdrive

Get the Most From Your Business Blog

Too many entrepreneurs add a business blog to their website and fail to give it the proper care and attention it requires.

When done right, blogs are a tremendous amount of work and will take a modest amount of your time; however, they also represent one of the hands-down best online marketing tools available.

The key to a successful blog is not sales; but rather education. Through education you can demonstrate the expertise your business brings, the value you add, and even help your site visitors move forward with their decision to buy from you. This means that it’s imperative that you do a quality job on your blog or you risk losing potential customers forever.

Fix Business Blog

Key Focus Areas for a Successful Blog

Effective blogging starts with a clear strategy. You’re going to need to develop a roadmap for your blog before you start banging away at your keyboard. This means you need to spell out some fundamental guidelines that will help you every step of the way. Some factors to consider include:

  • Frequency of your posts.
  • Typical article length.
  • How do you intend to brand your blog – what sort of voice will you give it.
  • What are your core article categories and how do they tie back to your products or services?

Our Tips to Run an Effective Business Blog

Establish Reasonable Expectations

Blogging has long been described as a marathon and not a sprint. This means you may need to reset expectations when it comes to results. Don’t think that publishing a few articles is going to have a profound change in your business. Initial results could take months; but will continue to pay dividends if you stick with it.

Consistency Matters

Search engines and social media followers like consistency. They like to see regular posts and updates – ideally those posts should follow a set schedule when your customers are most likely going to be online. Minimally, you should post 2 new articles per month. And again, that is the bare minimum. If you’re doing anything less, then it’s not going to get you any real results. If possible go with 2-3 posts per week. While that sounds like a lot, it’s a volume that will keep you in front of your social media followers and at the front of their minds.

Focus on Education & Not Sales

Don’t waste your time with an old-school sales pitch in your blog post. Instead, focus on providing education. Believe it or not, the education is going to do the selling for you. It’s perfectly fine to add a brief note at the end of an article explaining how you can help solve issues like the topic covered in the article; but be careful with how assertive you are or you risk pushing away your site visitors.

Don’t Forget Styling for Your Readers

Your visitors are going to appreciate short paragraphs, clear headings, bullets, and images to convey your message. Releasing a 1,500-word article that is three paragraphs long with few other breaks is probably going to present itself as overwhelming and turn readers away. Images and videos are an excellent way to engage your visitors!

Brevity is a Gift

Respect the time of your site visitors. Focus on article quality and not so much on quantity. Less is more.

Be Active in the Comments

If you have readers that have engaged you in the comments section or on social media – comment back. First, it’s polite and second it may open a door for future sales.

You Have to Promote Content

Writing is just the beginning of the process. You need to promote your content if you expect to see traffic to your site.

Social media platforms such as Facebook limit the number of people that see your posts, so promotion is the best way to get your content out to the masses.

You can also promote content by including links within your email signature or newsletters.

Use a Voice in Your Blog

Your blog voice is an extension of your branding. It’s a means to show who you are as a business. Keep it simple with plain language; but don’t be afraid to let your personality shine through.

Use Careful Consideration in Your Post Title

We teach kids to not judge a book by its cover; but most books are picked up off the shelf based on the cover. The same goes true for your articles. You need to make them stand above the competition with titles that grab attention and make a person want to click through to your content.

Answer Questions Your Customers Ask

This is a great way to build credibility while also establishing a loyal following. By answering the questions in a blog article, you demonstrate that you are in the know on relevant topics.

Conclusion

Look, we get it. Developing an effective blog takes a little art and a little science. If you want to move forward; but, find the prospect of doing this to be more than you are ready for then give us a call. We can help you every step of the way.

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Every Small Business Needs a Professional Looking Website

Having a Great Business Website Shouldn’t be an Afterthought

There was a time when having professional website was considered a luxury or even an added value for your business. The thing is, technology integration between the internet and mobile devices had made it so that a website is an almost absolute necessity.

Customers have come to expect that businesses will have a website. A generic website thrown together by your nephew won’t cut it; they want to get the functionality from a professional website. And let’s be clear, a Facebook business page is by no means a business website. Having a social media page does afford small businesses much-needed visibility; but it’s also an asset that you don’t control and you don’t own. Facebook decides (and limits) who can see your posts and if you want to expand your reach, you need to pay them… for every post.

Your business needs a Professional website

Social media marketing is certainly important – we advocate for it; but it’s only one piece of the puzzle. The point of social media marketing is to drive a prospective customer to your door front. Your website is a virtual door front.

A Professional Website is Important to Your Business Success

There are countless reasons why you need to consider a professional business website. To keep things simple, we’re going to stick with 4 simple reasons.

Give Your Business Increased Credibility

Let’s face it. Your prospective customers are using the internet to make decisions on where they spend their money. By having a professional website you show to the work that you are open for business and make an outstanding first impression. By not having a website, you are leaving those same people to draw their own conclusions about your business.

Keep Pace or Exceed Your Competition

Take a long hard look at the other businesses you compete with. By no means should you be making your business decisions based on their actions; however, having an inadequate website or no website at all will help shape your customers’ view of you. This ties back to your credibility.

It’s a Mobile World

Google mobile first 2017 launchThe world has gone mobile. Google has even announced that they intend to change the way they rank business based on certain mobile attributes (Mobile First).

Customers searching for products you sell on their mobile device will be provided local search results. The problem however, is that you won’t be in those results because you aren’t online or your website is underachieving.

Extend Your Business Reach

A well-developed eCommerce presence would allow you to be open selling your products 24-hours a day. Further, it takes you global in a sense. You are no longer limited to local foot traffic to sell your products. You can now sell to anyone that visits your website – that’s powerful!

Take Charge of Your Online Presence

You can no longer afford to let your online presence be an afterthought. Take charge of the platform and take charge of your brand before your customers move on.

Looking for help to get your business online – give us a call. Have a website that’s under-performing – we can help give it a tune-up including local search engine optimization.

Get started with a professional website from SnapAgility today!

Focus on Content Quality Rather Than Article Length

You are Better off to Hone in on Your Article Content Quality Rather Than Article Length

Use high-quality content for your inbound marketing efforts. Don't focus on article length.There are plenty of experts and analytics tools that will tell you an article should have no fewer than 300-words. In fact, the most popular SEO plugin used on WordPress (Yoast SEO) gives the user a warning for any pages or posts with fewer than 300 words.

Even other experts will tell you that articles with upwards of 1,700 words produce greater results in Google; but let’s be honest with ourselves. Those articles often land in the realm of too long to read.

Think for a moment. How often do you open an article to find it’s overly lengthy? Do you skim the content and move on? If so, consider that your readers may do the same thing.

The point here is to focus on quality content and not add in fluff to get to some arbitrary word count. If you can produce a great article that makes your point in 200-words, then run with it!

Article Subject Matter Should Drive the Length

Making a blanket statement regarding article length is not fair to writers. Any recommendation that’s made without an understanding of the complexity of your business is premature. Let’s go over a couple examples to clarify.

First Example:

An article that provides a recipe, for example, has no need to be 1,700 words long. In fact, if you look around you may find that most of those articles run closer to 150-words and still have the potential for outstanding performance.

Second Example:

An article that explains how to replace the Blue Ray laser on a PS3 Slim console would likely fall short if it were only 150 words. That’s not to say it can’t be done; it would rely heavily on illustrations as well as skip many important safety topics in order to get the job done.

The Moral of the Content Length Story

The focus on your article should drive the length. Don’t get hung up on an arbitrary figure if you can get the job done with fewer words. In fact, we applaud you!

If after looking at this, you want some help to put your strategy together, give us a call. We can help with everything from content creation to social media management.