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Tag: influencer marketing

  • The Influencer Marketing Industry – How It Started and What Is Its Future?

    Endorsing or promoting a brand or a business using celebrities or well-known public figures is a well-established practice for decades. Recently, brands have shifted and turned their focus to influencer marketing. The captive audience those influencers enjoy has not gone unnoticed by savvy businesses.

    At a fundamental level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from individuals who have a dedicated following. These individuals are viewed as experts within their niche.

    These influencers have a loyal fan base that believes in their suggestions for particular products and services. Brands can utilize this popularity to influence purchase decisions and increase conversion rates.

    The Beginning of Influencer Marketing
    The Modern Concept of Influencer Marketing
    The Spotlight on Influencers
    The Future of the Influencer Marketing Industry

    How to Launch an Influencer Marketing Campaign?

    The Beginning of Influencer Marketing

    Although in its present avatar, the influencer marketing industry is social media-oriented, fast-paced and globally inclusive, the industry itself goes back to the time of the Queen and the Pope in the 1800s. In fact, they were the very first influencers promoting the use of medicine to people who weren’t believers yet.

    1890 – Nancy Green is the face of ‘Aunt Jemima’

    Nancy Green - The Face of 'Aunt Jemima' Pancake Mix
    Nancy Green – The Face of ‘Aunt Jemima’ Pancake Mix

    Hired by R. T. Davis Milling Company, Nancy Green was to be the face of their pancake mix called ‘Aunt Jemima’. She was playing the popular character of Aunt Jemima from a local minstrel show. She is considered the first African-American model to have influenced an entire generation of buyers of the pancake mix.

    1905 – Fatty Arbuckle and Murad Cigarettes

    Fatty Arbuckle and Murad Cigarettes
    Fatty Arbuckle and Murad Cigarettes

    This renowned actor, director, comedian and screenwriter was roped in to endorse Murad, a Turkish brand of cigarettes.

    1931 – Coca-Cola gets Santa Claus

    Santa Claus in Coca-Cola's Advertisements
    Santa Claus in Coca-Cola’s Advertisements

    The basis of influencer marketing as we know it today was established when Coca-Cola introduced the image of Santa Claus in their advertisements. People loved this white-bearded, friendly, plump grandfather-like figure dressed in a red outfit and hence, they liked the product too.  

    1950 – The Marlboro Man Era

    The Marlboro Man
    The Marlboro Man

    The Marlboro man was one of the biggest influencers of that era, showcased as the masculine, macho man. This icon was portrayed by various actors to make smoking look trendy. This campaign ran till 1999.

    The Modern Concept of Influencer Marketing

    The influencer marketing industry as we know it today came into existence in the year 2005 with the advent of YouTube.

    Influencer Marketing Effectiveness Worldwide 2021, by Industry
    Influencer Marketing Effectiveness Worldwide 2021, by Industry

    2005 – YouTube was Established

    This was the year when social media was just beginning to take root and YouTube was formed. Initially launched as a video-sharing platform, it quickly grew to have more than 2 billion users each month. As its popularity soared, many hopeful artists and musicians began posting their creative works in videos in the hope of kickstarting a career. Prime examples of the success through YouTube videos are Ed Sheeran and Justin Bieber.

    2009 – The Phenomenon of an Influencer

    YouTube saw a huge influx of bloggers and vloggers in 2009. People like Alfie Deyes, Zoella, Tanya Burr and PewDiePie kickstarted the influencer phenomenon. It started as a hobby and quickly led to highflying careers making them industry leaders.

    2010 – Instagram’s Arrival

    Instagram was the game changer for influencers, brands and customers. Influencers were able to move their social standing onto a newer platform, cross-promote their social media platforms and reach a wider audience.

    Instagram, itself, also evolved from initially being used to post images of food and scenery to allowing brands to tap into influencers’ following. It allows brands to pay influencers and create sponsored posts and content. Instagram has allowed followers and consumers to gain insight into influencers’ lifestyles. It has also allowed followers to get product recommendations and inspirations – all at the click of a single button.

    Instagram has grown as an influencer-led platform and evolved into an industry of its own. It has deepened its audience penetration and engagement by introducing features like Instagram stories, Instagram Live and Instagram Reels, which allow the consumption of content and shoppable ads in a variety of different forms.

    2013 – The Growing Power of Influencers

    Influencers had gained a massive and active fandom over social media. So strong was their presence that their posts had the power to substantially impact brand sales. When Kylie Jenner mentioned how little she used Snapchat, the company shares dropped by 6% on the same day – an estimated loss of nearly USD 1.6 billion. Known as the ‘Queen of Skin care’, any mention of a product by Caroline Hirons on her blog, YouTube Channel, or Instagram post can result in either a total sell-out of the product or a marked increase in the sale figures.

    2014 – 2016 – The Rise in the Influencer Marketing Stats

    Such was the power of influencers and social media marketing on consumers that 71% of the marketers believed that ongoing ambassadorships were the most effective form of influencer marketing. Approximately 70% of the influencers were convinced influencer marketing platforms were the most effective way to collaborate with brands. 74% of the people turned to and relied upon guidance and recommendations from influencers on purchase decisions. 40% of the people purchased items after seeing them being promoted by an influencer on various social media channels. And all this was during the time, the influencer marketing industry was just getting started.

    It has since then become one of the most impactful forms of marketing.

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    The Spotlight on Influencers

    There are several arguments ongoing with regard to influencers and their paid endorsements. Some feel that the role of influencers in promoting brands, products and services deserves closer attention due to their influence on young adults. Others feel that influencers should be required by law to disclose when they are being paid to promote by brands via #ads.

    There is no doubt that social media, however fleeting, has a powerful influence on people. Influencer marketing already has millions of followers and sells a variety of products and services. There is, currently, no difference between an authentic voice and paid sponsorships.

    There is an immediate need to bring regulation to this industry in terms of functionality, operational discipline, and financial transparency.

    The Future of the Influencer Marketing Industry

    Influencer Marketing Market Size Worldwide from 2016 to 2022
    Influencer Marketing Market Size Worldwide from 2016 to 2022

    Influencers are here to stay and not going anywhere, anytime soon. It is a rapidly growing industry, set to reach USD 16.4 billion by the end of this year. The Advertising Standards Authority (ASA) is working towards standardising the functions by setting up guidelines and amending older ones. With more and more influencers emerging on social media platforms, businesses have realized their value and are queueing up to work with them in this futuristic form of marketing.

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    Founder of Glad U Came shares how to prepare for influencer marketing in 2022. Check out to know more.
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    Conclusion

    What began as a value addition to the world of advertising in terms of cost-effectiveness and support to mainstream marketing has taken over as one of the main forms of promotion. What does the future of influencers look like? Bright, successful and busy.

    FAQs

    What is influencer marketing?

    Influencer marketing is a type of social media marketing that uses endorsements and product mentions from individuals who have a dedicated following on social media platforms. These individuals are viewed as experts within their niche.

    Is influencer marketing a growing industry?

    The influencer market has already grown from USD 1.7 billion in 2016 to USD 9.7 billion in 2020 and USD 13.8 billion in 2021. It is a rapidly growing industry, set to reach USD 16.4 billion by the end of this year.

    What is the role of influencer marketing?

    Influencers have a loyal fan base that believes in their suggestions for particular products and services. Brands can utilize this popularity to influence the purchase decisions of customers and increase conversion rates.

  • Digital Marketing Hacks for a Deep Tech Startup

    This article has been contributed by Mr. Mahesh Gaur,  Head of  Marketing at SanchiConnect.

    A deep-tech startup’s mature stage is different from a regular startup’s, so the marketing should also be different.

    If you are not yet a product market fit, I believe you should focus on acquiring a few clients to get closer first. You can try many methods including content creation and distribution, SEO, SEM, personal connections from your network, etc. It’s essential to experiment on a small scale using various approaches (and small costs). In general, I would start focusing on content earlier than planned because it helps in so many ways, like defining your brand, gaining thought leadership, and making sales materials.

    However, your marketing plan should be different if you have reached the PMF (Product Market Fit) stage. I will describe the steps in this article.

    But, why am I writing this article? Am I qualified to compose this article?

    From talking to and working with more than 50 entrepreneurs on our platform, SanchiConnect, I’ve learnt a lot about digital marketing for this specific sector, which is “deep tech.”

    I am the head of Digital Marketing at SanchiConnect. Ohh! what is SanchiConnect? SanchiConnect is an open public platform for deep tech startups, investors, enterprises, and service provider networks globally. We are backed by a prominent PE fund and Angel Network’s founding partners.

    Let me introduce myself before I begin this article. In 2014, I founded Qonfuse, raised money, and subsequently sold the company. Then I began to feel like a boss; I have money, I’m 24, so let’s go travel, shop, party, and hang out. After meeting over 1000 people, I realised that the main business is community development. So, I founded HODM, which has grown to become a very active community of 1.3 lac digital marketers. Life is good: I sell courses, deliver talks at institutions and businesses, and receive freelancer commissions. Then it happened: I met Sunil Shekhawat, a well-known deep tech ecosystem personality who has led the “NASSCOM Deep Tech Club” for the last 5 years. He is a colleague, mentor, and well-wisher.

    Sunil was building SanchiConnect and was looking for entrepreneurs to join the founding team. We met, discussed the opportunity ahead and in a week’s time, I joined the team. Now we are a team of 4 passionate entrepreneurs building a futuristic platform.

    Let’s get back to the point and go over the procedures a deep-tech startup must follow.

    Digital Marketing Hacks for A Deep Tech Startup
    Important Things to Consider

    What is a Deep Tech Startup?

    Digital Marketing Hacks for A Deep Tech Startup

    The following are the prominent digital marketing hacks that a deep tech startup must follow:

    Market Size of the Digital Advertising Industry Across India From 2017 to 2023
    Market Size of the Digital Advertising Industry Across India From 2017 to 2023
    1. Being Active on Twitter and LinkedIn: It is very important these days to stay active on platforms like Twitter and LinkedIn. Be consistent. This is a process. You can’t go viral in a day, and you can’t go viral with predefined tools. It’s a prayer, and you don’t know when it will be answered. Be nice and don’t try to be mean.
    2. Use Influencer Marketing: The right kind of marketing is when people start talking about your product on the right platforms. In past, people use to follow the ads of big celebrities like Shahrukh Khan, Priyanka Chopra, and Virat Kohli. But now, everyone knows that every celebrity is promoting for money, and the return on investment isn’t what it used to be. Micro-influencer marketing does work now, though. People follow industry leaders or people who are doing well in a certain niche, so if they talk about your product and include it in a Twitter thread like “10 best products to follow” or “5 best tools for engineers” or whatever fits with your product, you’ll get more attention. You can find the right people who have a lot of followers on their profiles and connect with them to get them to write about your product.
    3. Create a Blog: Post new articles on a regular basis to get your product ready for search engines. Also, create backlinks from authoritative websites. So, what’s the point of getting backlinks? It raises your domain authority. What does “domain authority” mean? Aah, look, if you meet Narendra Modi Ji and take a picture with him and post it on social media, your network will see you as a more important person. This is how domain authority works, too. If I got a backlink from a site like CNN, BBC, NY Times etc., that site’s authority would be passed on to my domain.
    4. Content Creation: Content is king, as the old saying goes, but distribution is public. A king is only a king in his own empire and for his own people. If you go to another country or place and tell people there that you are the king, no one cares.
    5. Product Positioning and Messaging: Why does your company even exist? Having a clearer vision of your objectives will help you craft a more effective positioning statement. Talking to your clients is the best way to develop your positioning statement. You cannot construct an effective brand positioning statement from the sky. Instead, you need data. Using data, your positioning statement will become an attractive magnet for the appropriate customers. Typically, you do not sell directly to consumers. Your brand should show what the product is all about. Communicate with your customers, utilize a spreadsheet to organise your interviews, and identify and assess your competitors/competitive intelligence.
    6. Use Ahref or SEMrush: Make use of Ahref or Semrush’s content plan and do keyword research to make sure your content is always good.
    7. Paid Media Ad Copy: Use an ad library or ad spy tool to look at your competitors’ ads and find out which ones work best in your niche and on which platforms. I think that LinkedIn, programmatic ads, guest posts, media buying, etc. are the best ad platforms.
    8. Develop Your Sales Funnel: Try to make a landing page for each product that is different from others. Use stories, add testimonials (videos and text with images), and gated content.
    9. Webinars: Try to invite leaders in your industry to do a webinar and ask them to share it on their social media channels.
    10. Create Product Briefs, Presentations, and One-Pagers: Creating brochures and other materials for conferences is another digital marketing hack for deep tech startups.
    11. Events and Sponsorships
    12. Use an Existing Database
    13. Networking

    Important Things to Consider

    Along with the above-mentioned digital marketing hacks, the following are some of the important things to consider while indulging in deep tech startups’ digital marketing:

    • Figure out where leads drop off or where lead nurturing may be getting stuck.
    • The A/B test method.
    • Competitor advertisements and Keyword research.
    • The content must be written by experts in the field.

    Hence, these were some of the most prominent digital marketing hacks that every deep tech startup must follow for attaining the best possible results in the industry.

  • The Unique and Creative Marketing Strategies of KitKat

    Today, I am going to tell you the marketing strategy of a very famous chocolate. Guess the name of this brand using these hints.

    It comes in a bright red wrapper, has a simple yet catchy tagline, and is associated with Google Android System.

    It is a chocolate-coated wafer which people usually have in their ‘break’. I know many of you must have guessed the name. I am obviously talking about KitKat.

    The chocolate which was launched in the UK in 1935 has become very popular and everyone at least once in their lives has eaten this mouth-watering chocolate wafer. In the United States alone approximately 192 million Kit Kat bars are sold every year.

    Let’s understand the marketing strategy of KitKat in great detail.

    Brief History of KitKat
    Marketing Strategy of KitKat

    Brief History of KitKat

    The brand Kit Kat originated in the late 17th century in London. The first four-finger wafer was manufactured on August 29 1935, in New York.

    Later in 1937, the product was rebranded as Kit Kat chocolate crisp. The famous tagline ‘Have a break Have a Kitkat‘ was first launched in 1958.

    During the second world war in 1942, there was a shortage of ingredients including milk. Due to this the recipe of KitKat was changed.

    A blue wrapper was used instead of red, the oval logo was removed and the KitKat logo was written in bold. In 1949, the original milk recipe and the red wrapper were used again. In 1988, KitKat was acquired by Nestlé.

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    Marketing Strategy of KitKat

    Kitkat promoted itself quite uniquely. Here are the creative marketing and advertising strategies of Kitkat that made it dominate the chocolate industry.

    Consistent Tagline

    KitKat Print Advertisement
    KitKat Print Advertisement

    Since 1958 the tagline ‘Have a break Have a KitKat‘ has never been changed. It is catchy and easy to remember. The tagline is present on their packaging, online, and in print advertisements.

    Most importantly, the tagline has branded the company as a social snack. It connects with the audience and generates the idea that you can have chocolate whenever you are free. You don’t need any special occasion to eat KitKat.

    The tagline resonates with the audience. People don’t feel that they are buying something or the brand is trying to sell them anything.

    The main focus of the brand is to make KitKat a part of everyone’s life. This same strategy is also used by Coca-Cola. Today, even if I just say the tagline you will understand that I am talking about KitKat. This shows the brand’s popularity.

    Unique Flavours

    Did you know there are more than 200 different flavours and editions of KitKat? Most of the flavours are produced in Japan. Some of them include soy sauce, green tea, ginger ale, banana, and much more.

    KitKat white and dark chocolates are famous all around the world. KitKat provides different flavours and sizes for different markets. The first flavour variant introduced by KitKat was orange which was sold in the United Kingdom a long time back. You will find half-finger-sized KitKat Petite in Japan and 12-finger-sized family bars in France and Australia.

    Many people were excited about all these flavors. Popular YouTube artist Emmymade in Japan was also keen on KitKat variants. She posted many videos of herself trying out different KitKat flavors.

    Buzzfeed also posted a two-part video series on this topic. The series was named ‘Americans Try Exotic Japanese KitKats’. These videos received 9 million views. It also got hundreds of comments from people all around the world who expressed their desire of trying out all these flavors.

    Aggressive Social Media Marketing

    Social Media is great for brands to interact with their audience. KitKat has around 999K followers on Instagram and 25M on Facebook. Interestingly, the company has made a different account for India which has 67.4K followers.

    In all their posts the word ‘break’ is constantly used for brand awareness. The brand constantly interacts with people on social media. They run a lot of campaigns on Facebook.

    The company uses moment marketing on social media. When brands interact with other brands on social media it is known as moment marketing.

    The brand has collaborated with other famous snack brands. One of their best collaborations includes Oreo KitKat. The interaction of KitKat with other brands generated hundreds of retweets and created a good brand image in the market.

    KitKat Oreo Collaboration
    KitKat Oreo Collaboration

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    Collaboration with Google

    KitKat Android
    KitKat Android

    In 2013, KitKat collaborated with Google. This is one of the best collaborations for KitKat. Google was very famous and collaborating with them ensured great sales.

    Many people think it was KitKat who proposed this idea but, actually it was Google. The reason was simple, Google Engineers loved Kit Kat. Google wanted to name version 4.4 of their Android operating system KitKat.

    ‘We couldn’t imagine a better name for our Android K release than the tasty chocolate that’s been a favourite among the team since the early days of Android’ said the Director of Android Marketing Marc Vanlerberghe.

    However, this deal had its own risk. If the Android version did not come out to be good, it would have affected the brand image of KitKat. Although both companies decided to bear the risk and implemented the plan.

    To celebrate their collaboration 50 million KitKat bars with the branding of Android were sold in 19 countries. They also offered buyers a chance to win a Nexus 7 tablet and Google Play gift cards.

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    Conclusion

    As you can see the marketing strategy of KitKat was unique. But, the most important thing is that their product was of high quality. Even if you see it now, KitKat still has the charm that it had a few years back. KitKat connected with its audience and understood their needs.

    A wide variety of flavors, taglines, and packaging played a very important role in the brand’s success. They faced high competition from Cadbury but, due to their unique product the company kept growing. So, the learning here is to provide a unique and high-quality product to your target audience.

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    FAQs

    What is the Target audience of KitKat?

    The Target audience of KitKat is men, women and kids of all ages.

    How is KitKat so successful?

    The main reason behind KitKat’s success is its unique product. The chocolate wafer is loved by everyone. Apart from the product their packaging and tagline have also helped the brand to grow.

    In how many countries does KitKat sell?

    KitKat sells in more than 80 countries.

    What is the meaning of Kitkat’s tagline ‘Have a break Have a Kitkat’?

    The tagline generates the idea that you can have the chocolate whenever you are free. You don’t need any special occasion to eat KitKat. The tagline resonates with the audience. People don’t feel that the brand is trying to sell them anything. The main focus of the company is to make KitKat a part of everyone’s life.

    How does KitKat promote?

    KitKat has collaborated with other brands which increases brand awareness. They advertise on television, posters, and billboards. The company advertises aggressively on social media to increase its reach and sales.

  • Micro-Influencers Marketing | The Most Effective Channel of Marketing in 2022

    Promoting brands and products via social media platforms is the trend of town. A new concept known as micro-influencer marketing has gained popularity recently. It’s the same concept as influencer marketing, but on a smaller scale. There are different types of influencers for marketing but micro-influencers are the ones who stand out as a low-cost and high-ROI marketing solution.

    In micro-influencer marketing, you need to build a strategy that can help you meet your marketing goals. So, here’s all you need to know about micro-influencer marketing.

    You might have come across many people who promote products on their social media. If not, then you must have seen many YouTubers getting free products and promoting them with “Link is in the description box.” Ever thought Why do they do that? They would not gonna promote products for free.

    Brands partner with individuals with smaller followings on social media to promote their products with visual posts instead of running sponsored ads. Micro influencer marketing for startups can help to promote their services & products.

    Although you cannot reach those big influencers like Casey Niestate or PewDiePie, etc., you still have a chance with Micro-Influencers. Collaborating with them can benefit startups in many ways. Let’s see who are they and how can they help you to grow the business. Here are some of the best Instagram micro-influencer marketing platforms for startups.

    Who are Micro-Influencers?
    Benefits of Micro-Influencer Marketing
    Limitations of Micro-Influencer Marketing
    7 Tools to Find Right Micro-Influencers
    5 Things to Look For While Choosing Micro-Influencers

    Who are Micro-Influencers?

    People with more than 1000 but less than 10,000 followers are often known as micro-influencers. However, it all depends on the platform they have followers on. Micro-influencers are on every social media. People who have some influential power and use it to promote other brands to earn some bucks are known as micro-influencers.

    When you promote your product through these types of people, you do “Micro-Influencer marketing”. You can choose any platform to promote your product through micro-influencers. YouTube and Instagram platforms are at a peak in this matter, though.

    Micro-Influencers Choice of Social Media Platforms for Marketing in 2022
    Micro-Influencers Choice of Social Media Platforms for Marketing in 2022

    Benefits of Micro-Influencer Marketing

    There are many benefits of working with micro-influencers. Some are listed here:

    Affordable

    As these types of influencers don’t have many followers and much experience, they will ask for a very less paycheck than other influencers. If you are a startup, promoting your product through them is a good option, as it will be dual beneficial for both the startup and the rookie micro-influencer.

    High Engagement and Conversion Rate

    Some studies say that micro-influencers have much more engagement and conversion rates than big influencers. The micro-influencer conversion rate is inversely proportionate to the number of followers. However, it doesn’t mean that if Kim Kardashian promotes your product, you will get 0 orders.

    But it means that the percentage of people who will buy your product through Kim Kardashian will be less than that of micro-influencers. Both are equally important though.

    As per the report published on contevo.com, 82% of consumers are very likely to follow the micro-influencer's recommendation
    As per the report published on contevo.com, 82% of consumers are very likely to follow the micro-influencer’s recommendation

    Appears More Authentic

    The product promoted through micro-influencers marketing campaigns appears more authentic to the public. It is because it looks like the influencer is giving his/her honest review. Whereas, a bigger influencer may get into controversy.

    As per the report published on contevo.com, 84% of consumers trust peer recommendations rather than going ahead with brand advertisements
    As per the report published on contevo.com, 84% of consumers trust peer recommendations rather than going ahead with brand advertisements

    Niche Target

    You can target the specific type of audience who would be interested in buying your product. All you have to do is to find the perfect influencer.

    Although it only applies to the blogger influencers, however, most influencers have a blog these days. Your micro-influencer may provide a backlink to you. Even if they don’t, you can ask for one from them.

    Brand Awareness

    If you promote your product through more than one influencer, it will increase our brand awareness. However, you should always promote your product through multiple influencers at the same time. It will make their mutual followers see your product again and again and they might end up buying your product.

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    Limitations of Micro-Influencer Marketing

    Even though micro-influencers provide a great way to expose the products and brands in the market. There are a few limitations of promoting a business with micro-influencers that one should know before stepping into the action. Some of the major limitations are shared below.

    No Security

    There is no security that the influencer has genuine followers. There are many illegal options available that allow people to buy followers and even likes. Moreover, most micro-Influencers do not have a verified account. So, you cannot say who exactly is a genuine Influencer.

    Not easy to find

    It is often not easy to find the perfect Influencer for your product. You have to consider their niche, location, interest, etc. You cannot go to a tech blogger from Delhi and ask him to review your restaurant.

    Less Reach

    As they don’t have too many followers, they have less reach. It results in less brand recognition of your product unless you ask too many Influencers to promote your product.

    More Efforts

    As you will hire so many Influencers, you will have to put in more effort. And with more effort comes more time wastage.

    7 Tools to Find Right Micro-Influencers

    Tools to find micro-influencers
    Tools to find micro-influencers

    Here is a list of some online tools which can help you find perfect micro Influencers for startups to market your business.

    BuzzStream

    BuzzStream Website Homepage
    BuzzStream Website Homepage

    BuzzStream is the best micro-influencer platform. It helps identify sites from which to request links and makes this links-building process efficient and human. BussStream is made as a link-building tool which is the base of any work. BuzzStream is one of the easiest-to-use tools for tracking outreach.

    NinjaOutreach

    NinjaOutreach Website Homepage
    NinjaOutreach Website Homepage

    NinjaOutreach is an influencer marketing and lead generation software that enables you to find emails and automate their business outreach. NinjaOutreach tools are made up of the best tools to use in marketing outreach to save time. Tools like template builder, search tool, workflow builder, etc. are proving to be an excellent help in the work process.

    BuzzSumo

    BuzzSumo Website Homepage
    BuzzSumo Website Homepage

    BuzzSumo is a research and monitoring tool. It can help you to keep a tab on trends and market accordingly. BuzzSumo platform also allows the easy monitorisation of the competitor’s activities and working patterns. Using this tool, one can easily learn about the trends in the market and the strategies applied by their competitors.

    Brand24

    Brand24 Website Homepage
    Brand24 Website Homepage

    Brand24 is a social CRM and internet monitoring platform. It monitors platforms like Facebook, Instagram, and Twitter. Brand24 is an online reputation management tool that makes social media monitoring much easier with its advanced tool kits. It allows the customers to know the social media hype around them by collecting data from multiple sources.

    Influence.co

    Influence.co Website Homepage
    Influence.co Website Homepage

    Influence.co is a website that allows Influencers and companies to find each other. It is more like a marketplace for influencers. It allows the influencers to have a professional place to register and the brands to get in touch with the best influencer as per their demand in easy steps.

    Zoho

    Zoho Website Homepage
    Zoho Website Homepage

    Zoho focuses on web-based business tools and information technology. So, you can use their tools to manage social media and marketing campaigns. Zoho is a CRM-based software that manages the task in automation mode and allows the business owners to have more efficiency in their work pattern with less time involved.

    Klear

    Klear Website Homepage
    Klear Website Homepage

    Klear is a social media analytics and intelligence platform that provides social data services for brands, agencies, and enterprises. It was earlier made as the analytics provider for the Twitter platform. However, now it owns the database of almost 200 social media profiles which is then again categorized into many different categories.

    Why Brands are Targeting Nano Influencers|Influencer Marketing
    In this era, people have a great influence on others as they idealize socialmedia more than the real world. These people are popularly known as social mediainfluencers. Often the so-called influencers have created a good fan base thatis loyal and high on trust,while there are people who have just…
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    5 Things to Look For While Choosing Micro-Influencers

    Although, you must be clear about the advantages and limitations of this, here is a recap. While finding a micro-influencer, you have to remember the following points:

    1. Comments on the post (read and observe them carefully).

    It is very essential to have a complete idea about their work. But it is also very important to have an idea of how they are judged by the real audiences. The best idea for this can be taken from the comment section, where people share their opinions without much filter.

    2. Engagement with their followers.

    Micro-influencers are acknowledged because of their followers only. It is very critical to note how a specific influencer manages their relationship with their followers. Maintaining a good relationship and being in constant touch with them through different strategies pave the way to a higher number of followers.

    3. The frequency of their posts.

    It is not a compulsion to have the highest number of posts in a day to be called a good strategy. Instead, having a constant number of posts daily is a better strategy than having inconsistency in the daily post with no schedule.

    4. The relevance of their niche and your product.

    Just selecting a micro-influencer by their profile is not an ideal method to go for. Brands should consider the niche of the influencers and the product that needs to be marketed. If both fall in the same direction, then further things can be discussed.

    5. The platform they will post on (Preferably, Consider Instagram, or YouTube).

    Platform used for marketing also plays a crucial role in the development of the brand. Few platforms are universal, like Instagram, YouTube, etc. They are a universal platform as they have their engagement coming from people of all age groups and people of many languages. Few platforms are limited to the region or age group, which does not prove as a better option to market them.

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    Conclusion

    Although Micro-Influencers do not have much of an audience, they have the potential to give a pump to your new startup. Moreover, there is nothing wrong with giving a chance to some new influencers. However, keep a track of what will they do and how will they promote your product. If they did it wrong, you might have to pay for it. If you are still confused as to where to find them, you can go to Instagram directly and find the relevant hashtags. Or just go to some freelancing website and search for them.

    FAQs

    Why Micro-influencers are better?

    Their audience is more targeted and dedicated to the influencer’s identity, which makes them more attractive to potential sponsors than the big names in the niche. Micro-influencers are more affordable than experts or celebs with millions of followers.

    What are micro-influencers in marketing?

    A micro-influencer in marketing stands for those people who have selected a niche to promote to their followers. Typically any account having more followers than the normal account but limited to famous personalities marketing about a selected niche are considered micro-influencers in marketing.

    Who is a micro-influencer?

    Micro-influencers are those influencers that generally have larger followings as compared to any general account but their popularity is limited when compared to celebrities.

    Why do brands use micro-influencers?

    Micro-influencers can promote a product or the brand itself. They can easily compel the people in favor of the product which can lead to the increasing popularity of the brand and its product. Hence, micro-influencers are used by brands to promote and socialize themselves.

  • MINISO Marketing Strategy That Makes for Its Mega Success

    Nobody could have ever predicted that China would experience another period of rapid economic boom. Similar to how Toyoko dominated the automotive industry, a brand that has been reigning the consumers for more than 6 years by offering a variety of goods and services is MINISO. It was founded by Chinese entrepreneur Ye Guofu in 2013, and the company was inspired by Japanese design-led lifestyle products. Since 2017, a Chinese-retail chain, Miniso has accounted for a major share of the consumer market.

    By earning customers’ trust and catering to their preferences in many countries, Miniso has experienced tremendous success in the market owning more than 5000 stores across the world. Miniso instantly gained fame for producing ingenious, cost-effective, and low-priced goods. We all adore small consumer goods that are both practical and appealing, right? For instance, Miniso has developed a remarkable technique for producing facemasks that effectively puts the compressed facemasks into a bowl of water and waits for it to expand. In this context, we may say that Miniso, a Chinese company, has been manufacturing design-led lifestyle products that are secure, cost-effective, stylish, trendy, and simple to use.

    In this article, we will go through the marketing strategies that made Miniso a renowned brand throughout the world.

    Marketing Strategies of MINISO

    Unique Features of MINISO’s Marketing Strategy
    STP of MINISO
    Most Popular MINISO Campaign
    MINISO’s Covid19 Marketing Strategy

    Where MINISO Makes Its Money? 2020
    Where MINISO Makes Its Money? 2020

    Marketing Strategies of MINISO

    Miniso is a popular Chinese company that has stores all around the world. It is probably the first name to pop up in people’s heads whenever someone thinks of buying beautiful-looking stuff on a budget. It is because of the brand’s amazing marketing strategies that make it a popular name among everyone. The following are the key marketing strategies of Miniso:

    Market Entry Strategy

    Miniso undoubtedly offers the best product and customer experiences because it has explored the international markets and launched more than 5000 stores in the US, Canada, South Korea, India, UAE, Hong Kong, and many other countries. As mentioned before, Miniso emphasizes products with appealing appearances, reasonable prices, and high quality to meet customers’ specifications. Furtherly, Miniso’s business strategy is known as “Three Highs, Three Lows,” where “Three Lows” refers to low prices based on low costs and low margins whereas “Three Highs” refers to higher efficiency, higher technology, and higher product quality.

    Communication Strategy

    Miniso is considered a fast fashion brand, which combines trend and leisure in its product, and prioritizes creativity, high quality, low price, and safety of the product. Miniso communicates or launches any new product through social media platforms. For instance, Miniso created Hashtags like #LoveLifeLoveMiniso, #MinisoLife, and #MinisoIndia to advertise its products. All this contributes to mass-media advancements, word-of-mouth referrals, and sales promotion and also makes people aware of its product and services.

    Intensive Management Strategy

    Applying the model ‘Three Highs Three Lows’, Miniso never fails to amuse us with its Intensive Management, where the interior decoration style of the store is modest and unique, American colour palette, product presentation, it’s shelving, making it difficult for the customers to walk away with empty hands.

    Product Design

    One of the greatest strategies of Miniso lies in its product design. Miniso never fails to offer high-quality appealing products at affordable prices. Most of the brand’s designers are Japanese who make the products so appealing that it becomes hard for the customers to not make any purchase from them.

    Brand Strategy

    MINISO Partners With MARVEL and Hello Kitty - MINISO Brand Strategy
    MINISO Partners With MARVEL and Hello Kitty – MINISO Brand Strategy

    From food & beverages, cosmetics, health & beauty, clothing, household goods, digital products, daily life products, to fashion accessories, the Chinese brand has been earning profit through selling its wide range of products all over the world at low cost and proposing new products regularly. Moreover, Miniso collaborates with other renowned brands, such as Hello Kitty, and Marvel Studio so the fans out there would love to have products if Iron man is in them. Miniso’s brand strategy is based on the choices of the customer and aims to entice the widest range of middle-class customers.

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    Unique Features of MINISO’s Marketing Strategy

    The following are the unique features of Miniso’s marketing strategy that makes it stand out:

    In-Store Experience

    Miniso perfectly identifies and meets this unspoken need. Shelves serve as marketing communication, and the American colour scheme provided by the brand, makes one want to make a purchase immediately. When you add in the brand’s stunning decorations, it becomes pretty much unavoidable to leave their store.

    Smart Collaboration

    Synergy always results from partnering with another profitable organization. By working with brands like The Pink Panther, Hello Kitty, and Marvel Studios, Miniso demonstrated this in person. Before the publication of Avengers Endgame, one must have observed how popular its commodities were and Miniso did not miss to take advantage of it.

    Giveaways and Contests

    MINISO India Holi Giveaway
    MINISO India Holi Giveaway

    Free things are always the best way to draw people’s attention regardless of how big or small they are. Everyone loves getting things for nothing. Even if they might never use the free goods, they still desire them, regardless of how essential it is. So, to take advantage of this fact, Miniso regularly conducts contests and giveaways for the customers.

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    Endorsements and Influencer Marketing

    Products promoted by prominent personalities are frequently adored by consumers. We are more inclined to make a purchase when it is promoted by our favoured celebs and is within our price range. When everyone desired the popular Marvel drinks, attractive coin purses, and AirPods cases, the brand’s popularity skyrocketed.

    Psychological Marketing

    Miniso maintains its prices at Rs. 99 or Rs. 249 and tailors the beauty products by incorporating sun signs, adorable customized notes, and colour chord progressions. This helps the brand create a connection with the customers. People are encouraged to spend longer time in the store due to the lively ambience, attentive floor staff, and Billboard Top 50 songs streaming in the background.

    Campaigns

    Another unique feature of Miniso’s marketing strategy is its appealing campaigns on social media. With promotions like #ShowMinisoColour on Holi, it inspires customers to take photos of all the colourful Miniso merchandise they have purchased. People were urged to reflect on their personalities and use colour to express them. Miniso created its shopper personas and infused them with advertising effectiveness techniques. Additionally, it leveraged the pandemic scenario to rally its fans on social media, using hashtags like #WeWillGetThroughThisTogether to uplift people’s life force with their acquisition.

    STP of MINISO

    Segmentation

    Previously stated that Miniso frames its marketing strategies according to the choices of customers. Generally, Miniso focuses on the age group of 15-35 years old and impose restriction on the use in the hands of children as it contains plastic and Miniso’s psychographic is based on middle-class customers.

    Targeting

    The key demographic for Miniso are homemakers who require uniquely designed goods and services. It concentrates on homewares and consumer goods that offer excellent value at affordable prices.

    Positioning

    The positioning of product differences is the foundation of MINISO’s marketing strategy. Miniso demonstrates creativity and is renowned for its unique and fashionable items of high quality at reasonable prices. It is presented as a fast-fashion brand.

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    MINISO #Love2gether Campaign

    Love2gether

    On March 22, 2022, the international lifestyle store celebrated the conclusion of its MINI bus global tour and #love2gether campaign. The programme which promoted love and unity throughout the world involved 100,000 consumers from nine different nations. The #love2gether campaign by MINISO, which went live on February 22, uses social media to spread a theme of happiness and harmony. The label MINISO flagship shop in Soho, New York City, was the starting point for the MINI Bus, which travelled to Mexico, Italy, Spain, Australia, Indonesia, Vietnam, Thailand, and the United Arab Emirates, among other places. The bus travelled to famous locations all around the globe in a 30-day period.

    On March 28, about 100,000 customers visited physical MINISO stores to leave greetings. People also posted online content with the hashtag #love2gether which amassed more than 3 million likes. Every experience was customized by MINISO to meet the needs of various markets, from influencer relationships to the layout and transit of the MINI Bus.

    The MINI Bus in Naples, Italy, was encased in a vintage design that reflected the distinctive aesthetic identity and rich history of the city. For the big finale of the MINIBus global tour and the #love2gether marketing in the UAE, MINISO lighted up the iconic Ain Dubai. The worldwide retail network of MINISO is also responsible for the camp’s triumph. By the end of 2021, MINISO had established 5,045 retail locations across 100 nations, bringing happiness to all lands. Since MINISO Plushie Day was established, this is the organization’s first significant advertising effort. MINISO promoted a message of hope and brought additional energy throughout the Covid period.

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    MINISO’s Covid19 Marketing Strategy

    A Winning Couple in MINISO USA for the #LoveWithoutDistance Campaign
    A Winning Couple in MINISO USA for the #LoveWithoutDistance Campaign

    A secret $100 MINISO gift package will be delivered to the recipients’ loved ones on Valentine’s Day in 2021 as part of MINISO’s #LoveWithoutDistance Campaign, which it launched on Instagram and selected 100 heartwarming love tales from people divided by COVID-19 lockdowns. The successful contestants received a thoughtfully packaged personalized gift box that could be scooped up at their nearby MINISO location.

    This helped them enjoy a challenging Valentine’s Day in 2021 and echoed the brand’s purpose of encouraging us all to appreciate life’s little wonders. 100 MINISO prize packages were sent to finalists from 16 different countries as part of the campaign, which involved over 11,000 participants worldwide. Over 930,000 people worldwide had been contacted by the campaign. With a sum of 545 comments and 28,791 likes, the campaign also garnered strong organic involvement on Instagram.

    Conclusion

    MINISO is a global brand that specializes in various products like cosmetics, personal care, toys, stationary, and more. The brand’s stores in various countries are what makes it the most appealing among the customers. Thus, MINISO’s product design, in-store experience, social media campaigns, brand strategy and overall marketing strategy are responsible for making it a renowned brand throughout the world.

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    FAQs

    What is MINISO famous for?

    MINISO is famous for offering a wide range of appealing household goods, cosmetics, toys, stationary and more at reasonable prices.

    Who are the competitors of MINISO?

    UNIQLO, MUJI, and MUMUSO are the top competitors of MINISO.

    Is MINISO a Japanese or Chinese brand?

    MINISO is a Chinese brand, however, its products are mostly influenced by Japanese design.

  • How to Use Instagram for Business?

    With the advent of social media and the kind of popularity it holds today, it would be extremely beneficial for a business to create a strong social media presence. Instagram falls among the most widely-used websites and applications that help in creating a strong buyer base, especially if the target audience for the business is millennials or Gen Z buyers.

    The Facebook-owned platform, Instagram boasts of having around 1 Billion (2022 reports), active users per month, and 500+ million daily users. While the young adults (between 18-24 years), and the adults (between 25-34 years) are found to be the most active on Instagram, the platform is also used by people below and above the margin.

    Instagram Users and their Age Groups
    Instagram Users and their Age Groups

    Moreover, recent reports state that the brands have seen a 4% of average engagement from their followers on Instagram, which is much more than the followers’ engagement rate on Facebook or Twitter, which happens to be around 0.1%. In fact, brands get 10x more engagement on Instagram from all around the platform than they get on the other social media platforms. In other words, Instagram is better for the visibility of the brands.

    With an Instagram business profile, you can see real-time data on how your stories and promoted posts perform, get insights into how followers are interacting with your content and unlock features only available to businesses that make it easier to get noticed and drive sales. Creating a business profile on Instagram is free and can help you a lot to understand your audience.

    So, let’s talk about how you can use Instagram for your business, and all the aspects that you need to keep in mind for working out your plan that way. It will help you understand the features of Instagram for Business as well.

    How to use Instagram for Business?

    Tools Provided By Instagram To Monitor Outreach
    Benefits Of Using Instagram For Business

    How to use Instagram for Business?

    So, now that we are all aware of how big is Instagram and how important the platform is for businesses, it is obvious that you would also want to leverage the popular social media platform to grow your business. If you are interested, then let’s dive into the primary steps that will help you use Instagram for your business here:

    Create an Instagram Business Account

    If you already have a personal account. Moreover, if the content of that profile is engaging and appropriate for your brand, then you can simply convert that into a business profile. After that, you will be able to access all the features and tools that are available only for Instagram business accounts.

    You can easily convert your personal account into a business account by following the below steps:

    • In the Instagram Mobile App, go to your Profile.
    • Now go to “Settings“
    • Go to “Account“
    • Tap on “Switch to Business Account” or “Switch to Creator Account” as you like.

    This will convert your profile into an Instagram Page. It is a really helpful feature of Instagram for startups and entrepreneurs, who are looking forward to using Instagram for their businesses.

    Make Your Feed Visually Appealing

    Example of an Appealing Instagram Profile
    Example of an Appealing Instagram Profile

    The users of Instagram are groups of people from the new generation. As Instagram is mainly an app to share photos, users need to see your product before they even visit your website. Thus, it is important to upload photos of your business and products in a way that is eye-catching and stands out from the plethora of content that is thrown at users today. Besides, it is also essential here, to maintain a proper colour scheme and aestheticism that makes the grid layout visually appealing.

    When users find a post or image that is appealing, the key instinct is to open the profile and check out further products. A typical user views an image for about 3-4 seconds and on finding it interesting, takes 6-7 more seconds to skim through your profile. So, it is important to make these moments count.

    One should market their products keeping in mind the current trends, i.e., the viral happenings around the globe because they bring viewers easily. People tend to be engaged more with the posts related to the latest trends in the world of marketing and beyond it, which in turn, helps brands get more shares from their followers. This is why it is essential to monitor these trends, which include technology trends, marketing or general trends. Though the videos can provide more information than the photos, they are mostly considered less engaging for the users when compared with the images. Putting up photos, especially of high quality, will increase your engagement. Typically, users view about 10-20 seconds of a video. So when uploading one, businesses should try to put more colourful content at the beginning of their videos, and try to keep the viewers engaged throughout.

    Marketing On Instagram

    Keep in mind, that your page is not isolated on Instagram. So, keep it up to date with the latest hashtags, trends, and content that may help sell your products/services, and gain mass approval for them. Some of the biggest worldwide trends were “Fidget Spinner” and “Mature Bag” and then the social media trend based on iPhone 11’s design came, and it continues in much the same way. When users come across your page, catch their attention by producing content that is both relevant and contributes to your business.

    • Write grabbing captions
      The captions of your Instagram posts, stories and videos are really important because it is the caption that the readers read first to check if it is of any interest to them. So, you should not miss out on this opportunity to score.
    • Keep your posts formal and your stories casual
      The stories come and go, so a more formal tone would only bore your potential customers. However, here if you pour some nice and grabbing casual content, then you might still have the opportunity to hit them!
    • Use hashtags
      A major way of attracting users is by using hashtags that are widely used, and viewed by many users or those which are relevant to your business. This helps your page be visible to a greater number of viewers. Never forget the caption of your photos or don’t take it lightly, describe your images and videos creatively, use hashtags or ask the viewers questions, and use the caption to keep viewers engaged. An inspirational quote or a pop culture reference helps you score extra points.
    • Stories
      Use Instagram stories effectively to display new additions to your product line or promote your business. Be creative, original, and crisp with Instagram stories.
    • Story highlights
      Maintain clearly defined important highlights as a part of your profile as they are the first to attract the audience’s attention. Make them seem interesting and use these to especially highlight any offers or competitions that your brand is holding.
    • Add relevant CTAs
      If you want the users to click on your website or the products and services that your brand offers, then you need to tweak your content in such a way that it drives the customers’ attention, and leads them to click on the link you want to.

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    Write An Interesting Bio

    The first thing that users will view in your account when they visit your profile is the bio. Keep the bio crisp and to the point, describing your business, but do so in a creative manner, one that shall intrigue users to further explore your account and your website. Add a link in your bio, it could be the link to your website or one that features your latest or most popular product. This makes your business easily accessible to the community. Use points to give information about yourself and use attractive emojis. You can also go in the extreme opposite direction and give a one-line introduction if you’re daring to be pretentious and if it works with the aesthetics of your product and/or services.

    Make the logo of your company your profile photo instead of changing it with each new product to give your brand space to become known and recognized by users. Often seeing the same logo, again and again, may instil a feeling of familiarity amongst the users.

    Use Geotagging

    Geotagging is a feature on Instagram. With geotagging, you can tag the location of each of your images. You can also tag your work address or the address where your business is headquartered. This further makes it easy for the followers and the customers of your brand to know the location of your business. To use geotagging, you can simply press the “add location” button, and then you can type an address or select one from the selected Instagram list of addresses.

    Tools Provided By Instagram To Monitor Outreach

    Instagram Business Account Insights
    Instagram Business Account Insights
    • Actions taken from the story: You can view the number of people who visits your profile through your stories by swiping up and checking insights. This helps you view the nature of content that attracts users, which would help you gain more insight into the factors that will help you gain more popularity. You can also promote the stories as your post so that a larger audience views your content.
    • Post insights: You can check the number of people that view your page, know how many among them already follow you, and the number of people you have reached through the explore page or the tags you have used. This will help optimize your business, brand, and Instagram account to produce content that is mass-approved and will help you increase sales.
    • People Visited your Page: Instagram also shows how many people have visited your profile in one week on your home page.

    Benefits Of Using Instagram For Business

    • Your audience is already there: In June 2018, Instagram reached one billion monthly active users, up from 800 million in September 2017. Instagram has become one of the most popular social networks in the world. So, if you have a proper Instagram strategy then there is no limit to success for your business. This is the best platform where any quality service or product can go viral within a short period.
    • Build your brand reputation easily: No matter how big or small your business is, if you have confidence in your product or service, then you have the key to success. Instagram has allowed businesses to grow freely, with equal opportunities for every one of them. You just have to take advantage of the built-in features at the right time and you are well on your way to success. Interact with more and more people, try to post quality content regularly and make sure the images you are using are in HD. Instagram prefers quality more than quantity, so make sure your content is visually appealing.
    • Generate revenue directly from Instagram: A few years back there was a limited opportunity for businesses to get success on Instagram. But now, Instagram has allowed businesses to earn money directly from the platform itself. There is a new feature Instagram has launched that is the shoppable post where you can add tags to the products in your photos with links and that will include product description, price, and the “shop now” button or link. Your audience can directly buy the products from your online store.
    • Show your creativity on Instagram: Instagram is the best place where you can show your creativity and also how attractive your brand is. Show your enthusiasm while posting content, and make it as much appealing as possible. You can also organize some contests, giveaways, special offers, and many more. This will help you to attract more and more visitors to your profile and also to your online store.
    • Promote through influencers: Influencers are the people who have a big following on social media and other online platforms. When you start a venture and you want to market it to a large audience, influencers are the people who can help you out with this. Many influencers promote brands and products to take them on the growth path. They have an audience who follows them from the heart and is also loyal to them. So here, you have the opportunity to build the reputation of your brand.

    Conclusion

    Keeping in mind all these points will help increase outreach and drive sales of the products and services you offer. Instagram is a crucial marketing tool for startups. Using Instagram for business will help gain your brand publicity and a larger market to establish itself. Many businesses are solely based on Instagram at this age, and are reaping all the benefits that the platform has to offer. Using a platform that is this popular will add to the marketing of your startup.

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    FAQs

    What is Instagram for business?

    Instagram is a popular social media platform that can serve as a valuable marketing tool for your business. You can create a business account on Instagram by first creating a personal account and converting it.

    What are the benefits of Instagram for business?

    Some of the Benefits of Using Instagram for Business are:-

    • You can learn about your customers
    • Presentation of products and services is easier
    • Customer engagement can be maximised this way
    • Instagram helps in building solid customer relationships
    • It helps in driving website traffic
    • Reaching new audiences is easier
    • You can go for prominent influencers and make them brand ambassadors

    What are the advantages of using Instagram?

    The Advantages of Instagram are:-

    • It is a popular media
    • It has a wide scope for everyone
    • Instagram offers spaces for each content creator
    • Marketing opportunities galore on Instagram
    • Instagram optimising, and marketing on Instagram is cost-effective
    • Instagram prioritises security
    • Instagram helps both celebrities and fans
    • Instagram has numerous tools to make effective marketing possible
    • Building engagement is easy

    How to use Instagram for business?

    If you want to use Instagram for business, then first you need to ensure that you have a proper profile, with a decent profile picture as your business logo. If you don’t initially have a business account on Instagram, you need to make your existing account into an Instagram business account. Some more things that you need to follow to successfully start using Instagram for your business are:

    • You need to chalk out a foolproof business strategy
    • You should optimise your profile to the fullest
    • You should keep in mind to share good quality content
    • You should focus both on attracting new audiences and engaging the old audiences

    How to create an Instagram company page or a company business account on Instagram?

    If you are looking to create a company business account on Instagram, there here are a simple set of steps that you can follow:

    • Visit your Instagram profile and click on the top-right corner
    • Now, click on Settings
    • Then, tap on Account
    • Now, chose Switch to Professional Account
    • Next, tap on the Continue option
    • Now, choose the right category for your business, and click on Done
    • Tap the OK option
    • Click on Business
    • Select Next
    • Now, add your contact details, and go for Next
    • At last, you need to tap on the X option to exit

  • Performance Marketing: An Effective, Results-Driven Strategy for Your Brand

    The article is contributed by Vatsal Rajgor, Co-Founder & CEO, DigiMaze.

    Every brand today wants to establish a strong digital presence and engage with viewers. Given the fact that viewers today are spending more time than ever on social media, there is a very strong business case for brands to use the digital arena as a powerful marketing tool. Even those brands that have a decent digital presence are always aiming to extend their reach and be in contact with their target base.

    The important thing to note is that the digital medium is democratic. It offers a level playing field and is extremely effective once the correct strategies are applied. Appropriate and effective digital strategies, when used, are known to impact the behaviours of the consumers and the purchase decisions they finally make. In our day and age, performance marketing is the perfect digital strategy that can enable this.

    According to the IAMAI- Kantar ICUBE 2020 report, there will be an increase of 45% in active internet users by 2025, i.e., from 622 million in 2020 to 900 million in 2025. These numbers act as an indication of the scope of the profits that can be reaped by brands that have a strong online presence. Here is where performance marketing comes to the rescue. It’s not just a popular buzzword. Performance marketing is on the rise and it allows marketers to measure and optimize key performance indicators. It points out the areas where the marketing effort is lacking and closes those loopholes to help craft an effective digital marketing strategy.

    Performance Marketing – Helping Build Stronger, Goal-Oriented Campaigns

    Performance marketing, powered by data, is inherently goal-driven so brands can measure their ROI. With performance marketing, Once a brand has a clear set of goals that they want its campaign to achieve, can use performance marketing to not just achieve these goals but also measure the probability of success. This is not magic. It’s pure data science. A lot of the decisions made are based on the nuggets of insights from the customer journey and the behaviours displayed by the consumers to create a final plan for the brand.

    Performance marketing gives marketers the advantage of collecting and analysing real-time data to curate a framework to target the intended customers and get the desired results. Insights derived from data become critical because they lay the foundation for a brand’s campaign. This marketing approach is a win-win for both the business owner and the publisher as it allows them to focus and build up their campaigns in order to garner a high ROI that is calculable to an accurate degree.

    Forms of Performance Marketing

    Performance marketing uses various channels to produce the results, and they are:

    Native Advertising

    Native advertising is a channel of advertising which camouflages itself as regular content. Viewers don’t even get to know that it is a paid form of advertisement. It is usually opted for when one wants to combat the issue of advertisement blocking and banner blindness. As per the reports, 42.7% of the internet users in the world use an ad blocker. In such situations, native advertisements come to the rescue as consumers look at native ads 53% more than display ads and have purchase intent is 18% more for a native ad.

    Sponsored advertising is a type of native advertising. The difference between the two is that sponsored advertising is not an ad but is a piece of content that is usually long-form and is about a brand. It can be an article or a video on a media publisher’s site. Sponsored content aims to engage the audience by either entertaining them or educating them. The content needs to mention that it is sponsored or promoted so that people are aware and don’t think otherwise. Sponsored ads help brands reach new customers, grow their following, and increase their conversion rate among other things.

    Social Media Advertising

    Social media advertising is the bread and butter as some brands mainly use this form of advertising over others. In this form of advertising, paid ad campaigns are launched on social media platforms like Facebook, Instagram, and others to reach the intended audience. According to the CMO survey, brands will double their budgets for social media advertising by 2023. This is an important form of advertising because, as of January 2022, there were 467 million social media users in India. These numbers show us what kind of reach a brand can have if they were to use this form of marketing.

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    Search Engine Marketing (SEM)

    Search engine marketing is paid marketing, also known as pay-per-click (PPC). This strategy is majorly used to increase the visibility of a website on the search engine results page (SERP). In this, the advertisers only pay for impressions that result in visitors. This is an efficient form as one only pays for the results. The results are quicker with SEM, and it is non-intrusive in nature.

    Affiliate Marketing

    Affiliate marketing is a subset of performance marketing and includes techniques like email marketing, influencer marketing, and many more. In this form of marketing, the affiliate makes a commission when they promote another person’s products or a company’s products. Performance marketing is affiliate marketing with other additions in its mix at a larger scale.

    Conclusion

    Like any other form of marketing activity, performance marketing also has its pros and cons. Hence, brands need to have flexible targets as a business, because setting rigid goals could hamper outcomes. While performance marketing is undertaken to achieve desired goals and paying only when results are achieved, companies need to have a margin of error. If anything unexpected were to happen, it is all accounted for. Performance marketing can be an effective tool in the arsenal of brands and, if used to its full potential, it can do wonders. It is a cost-efficient marketing strategy, where the performance of a marketing campaign, on any digital platform, can be tracked. Performance marketing is transparent in nature, and this essential feature is not found in other forms of marketing.

    For any company, big, mid-sized or small, performance marketing is essential when you look at the digital frontier. It’s here to stay, and if used correctly, it can show results that are calculable, hence is a boon for any brand to make it a part of their digital strategy.

  • How to Promote Your Shopify Store? | Most Popular Ways

    Today, building an eCommerce store does not only depend upon the quality and quantity you provide but it also largely depends on the marketing techniques you apply. In the case of having a Shopify store, when you have created, customized, and uploaded products, your work here is not done yet, now it’s time to promote your Shopify store to attract more customers and boost your store’s sales. Promoting a Shopify store is not a bed of roses, it depends on your marketing budget, products, and attainable time. But with proper planning of decent marketing techniques, everyone can become successful in boosting their Shopify store.

    In this article, we will be discussing different ways how you can promote your Shopify store.

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    Ways to Promote Your Shopify Store

    Ways to Promote Your Shopify Store

    Number of Shopify shops by product category as of 2021
    Number of Shopify shops by product category as of 2021

    Building a Shopify store online is one task, but to make that store work successfully there is a need to invest your time, efforts, and money in its marketing as well.  The following are some ways in which you can promote your Shopify store:

    Promote Your Shopify Store Using Email Marketing

    As per Statista, the global email marketing market was valued at 7.5 billion USD in 2020. In 2021, according to Campaign Monitor, 64% of small businesses depend upon email marketing as their major source of customer acquisition. Such statistics indicate the superiority of using email marketing for your eCommerce store. So, one of the best ways to promote your Shopify store is to indulge in email marketing. However, there are certain things that you should keep in mind while choosing email marketing, like:

    • First of all, you need to prepare a proper email list in which you have to add the current clients and the targeted customers. This will help you get connected to the interested audience of your eCommerce store, thus helping in converting leads into customers.
    • After connecting you can start sending your welcome emails, giving information about your new product launches, discounts, and more to have better chances of attracting potential customers.
    • In email marketing, your content is the key to earning revenue and boosting your Shopify store to the customers. The content includes an eye catchy headline, body, and a call to action. Make sure that the headline should be such that it can connect with your target audiences and enforces them to open up your emails.
    • After the headline, the body of the content should be as such that it asks and excites customers to move forward to call to action. According to an analysis by Sleeknote 2022, pop-up notifications of emails containing countdown timers convert better leads into the respective sales than the ones with countdown timers. So, adding a countdown to your marketing email can be a plus point for your business.

    With all these tips in mind, you surely can take great advantage of email marketing in promoting your Shopify store.

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    Promote Your Shopify Store Using Social Media

    Social media platforms used by marketers worldwide (2021)
    Social media platforms used by marketers worldwide (2021)

    When we talk about promoting a Shopify store, social media marketing is of the utmost importance. Facebook, Twitter, Linkedin, and Instagram are the topmost social media channels for promoting your eCommerce store. The Following are some of the ways you can use social media to promote your Shopify store:

    Unique and Effective Content

    People relate to true stories. No matter what social media channel you are using, make sure to provide valuable, relatable, and organic content narrating your brand. Organize events, polls, competitions, and other features to engage the audience with the product of your Shopify store. Upload videos on how to use your product or other high-quality images and videos depicting features of your products and services. You can also take advantage of special days to promote and grow your Shopify business by giving special offers and discounts on such days. In this way, you will be able to get more attention, likes, and engagement from the audience.

    Influencer Marketing

    It is one of the best ways to create brand awareness and build trust in the product. The influencers have a large number of followers and when they promote your product, your store gets exposed to a huge audience which will ultimately help you reach more potential customers. Influencer marketing is observed to grow from $1.7 billion in the year 2016 to $13.8 billion in 2021. This huge increment indicates that investing in influencer marketing for promoting your Shopify store is a great idea.

    Advertisements on Social Media

    Paid advertisements are the best option to introduce your store to new audiences. You can use interest targeting and demographics to know about the interests of your target audience. Your ads on different social media platforms help attract more people to your store. Thus, this is another way you can use social media as a great advantage for your Shopify store.

    Promote Your Shopify Store Using Display Ads

    Promote Your Shopify Store Using Ads
    Promote Your Shopify Store Using Ads

    According to Statista, display ads have reached 238 billion USD IN 2021, accounting for the largest ad spent share.

    Display ads convince people to take a look at your product or services, and if they find them fascinating or valuable, it will help convert the leads into customers. The quality of the content of an ad must be catchy, trendy, and relatable to your store. You can also create personalized content according to your target market so that they may get attracted to visit your online store. You can opt for either native advertising or contextual advertising to promote your Shopify store.

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    Promote Your Shopify Store Using Blogs

    If you have an online store and still have not entered the field of blogging, then you must be unaware of the power of blogging. As per HubSpot, the businesses that indulge in blogs can generate 55% more visitors than those that don’t.

    Your Shopify store comes with a built-in blogging engine. While everyone is looking for different ways to promote their Shopify store, one great technique they often forget is to take advantage of blogging on Shopify. So, you can create a blog related to the products you are offering as it will help you generate more traffic and a better chance of increasing sales. Another great reason why you should invest your time and effort in this is that it can also help you to gain the email addresses of audiences and convert them into your email subscribers.

    Thus, by writing SEO-friendly blogs, you can increase the traffic enabling more people to notice your product resulting in increased sales. It will also help your website to rank higher on Google and thus more the chances of lead conversion.

    Conclusion

    In this time of increasing competition in the market, promoting your Shopify store is not just a choice anymore it is a necessity now. Marketing your product is extremely essential to drive traffic to your online store, generate leads and ultimately increase your sales.

    There are a huge number of stores present on Shopify, and if you have to stand out from all of your competitors, you must adopt different promotion techniques like email marketing, blogging, social media marketing, etc. Thus, all you have to do is to prepare and execute a remarkable promotional strategy according to your needs and budget and observe the wondrous increment in your sales.

    FAQs

    Can I do promotions on Shopify?

    Yes, you can. All you have to do is go to the marketing page on Shopify and there you can create as well as manage your marketing campaigns for promotions.

    Does Shopify include a blog?

    Yes, your Shopify online store comes with a built-in blogging engine. Setting up a blog regarding your store’s products can help you build a community.

    How does Shopify email pricing work?

    Shopify allows you to send up to 10,000 emails per month for free. After that, you only have to pay for what you use at 1 USD per 1,000 additional emails sent.

    How do I get people to buy from my Shopify store?

    You can attract potential customers to your store in the following ways:

    • Build a presence on social media.
    • Run ads on different platforms.
    • Take advantage of influencer marketing.
    • Use SEO to increase your visibility.
    • Send email marketing campaigns.

  • How‌ ‌to‌ ‌Prepare‌ ‌for‌ ‌Influencer‌ ‌Marketing‌ ‌in‌ 2022?

    This article is contributed by Mr. Maddie Amrutkar, Founder, Glad U Came. Glad U Came is a leading PR & Influencer Marketing agency in Mumbai.

    If you think it’s too early to plan Influencer Marketing strategies for 2021 then you’re wrong. The industry has grown leaps and bounds in the past few months and Influencer Marketing has played a huge role in it for businesses. With powerful tools like Instagram Reels, Shop, IGTV, Facebook pay and Instagram Live badges, social media has become a rich and engaging alternative tool to encounter the traditional form of media; to target consumers in a new manner.

    Influencer Marketing is the backbone of this and has helped brands map out their strategies and get ahead of their curve. Since companies plan marketing campaigns months in advance, now is the right time to prepare a strategic and advanced Influencer Marketing approach for 2021!

    In the past, brands would approach an influencer and pay them to create content promoting their products – new launches or talk about the service. The fees would vary as per the following range and engagement rate of the influencer. The influencer would then post the content and share it with their social media following – usually on Instagram, Facebook, Twitter, Snapchat, etc. The best part about Influencer marketing is that it can work for businesses of all shapes and sizes, whether you’re a startup looking to grow your awareness and following, or a big brand wanting to launch a new range or drive sales of a specific product. Isn’t that amazing? Considering the above, here’s how one can prepare for Influencer Marketing in 2022.

    Know Your Ultimate Goal
    Create a Breakthrough Influencer Marketing Plan
    Choose the Right Influencers
    Select the Right Social Media Platform
    Use the Art of Storytelling
    Influencer/ Celebrity Gifting Is the New Thing
    Engagement and Analytics

    Know Your Ultimate Goal

    Well, how will you aim if you have no goal to achieve? Your goal will be the driving force of your Influencer Marketing strategy. You need to know the 5 Whys behind your actions before beginning. There are certain crucial things one needs to keep in mind before setting your goals:

    • Be specific
    • Set attainable goals
    • Make sure that your goals are measurable

    Create a Breakthrough Influencer Marketing Plan

    The success of an Influencer Marketing plan relies on how well strategies are planned and executed.  The strategies can rapidly build brand awareness by generating premium content for the customers it’s designed to engage in. Executing a complete influencer marketing strategy that boosts your brand exposure and connects with your target audience sets the base of a successful plan.

    Choose the Right Influencers

    When there are too many creative influencers out there, it becomes difficult to choose the best one for your campaign. There could be various ways to choose influencers on the basis of their genre, engagement, content and lots more. The ideal way is to see which influencer is the best in their own niche and whether or not that fits well with your brand.

    Select the Right Social Media Platform

    Social Media Platforms
    Social Media Platforms

    Being on every social media platform is not necessary. What matters is to create an impact on the ones you are present. Your presence is what counts rather than being on all social media platforms. Putting out substandard content will only make things worse for you. Instead, research and plan your social media presence that aligns with your goals and appeals to your target audience. Focus on the platforms that are preferred by your targeted demographic.

    Use the Art of Storytelling

    It is the story that sells, not the product! Consumers are always driven by good and impactful stories. It is the emotional attachment that the brand builds with its audience that counts. They inspire ideas and create attachments.

    Influencer/ Celebrity Gifting Is the New Thing

    Influencer/ celebrity gifting can be one of the most effective ways to gain exposure for a client, particularly when they need to make an immediate impact. Although it’s not an easy service that can be accomplished effortlessly. Researching out to the right bloggers can take hours, and often your top choices don’t respond right away. You can go back and forth a dozen times just to finalize delivery details, and follow up for weeks after to ensure the post is published. Despite this, the good part is that influencer/ celebrity gifting is a super cool and effective way to reach out to your audience through top-notch celebrities and influencers.

    Engagement and Analytics

    Analytics help you understand your audience and learn what generates more traffic. Without them, you can’t make accurate sales forecasts and perfect your products. You can effectively use social media data to drive performance and analytics must be focused on. Review the analytics, and give attention to the stats like follower growth, page views, number of posts, likes, shares, impressions, clicks, etc.