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Dec 02, 2015 | 0 comment
If quality content is the heart of content marketing, then engagement is its arteries. If you’ve given content marketing a go, hopefully you’ve identified your target audience, delineated its unique relationship to your company, and created content to reflect the audience’s need, but the question remains: How do you get your content in front of your desired audience? Sharing on multiple social media platforms is the obvious first step, but niche influencers offer a way to reach beyond your circle of followers and generate new interest in your brand.
Niche content marketing values crafted messages and small-scale communication to replicate interpersonal interaction. The strength of this idea is more than just gut feeling; multiple studies have supported the influence of personalized recommendation over other marketing efforts. For example, Nielsen (@Nielsen)reported that 92% of consumers trust word of mouth recommendations over all other forms of advertising.
Social media influencers build on the reputability of word of mouth recommendations to provide a personal perspective of your brand. Ksenia Chabanenko (@ksenia_valley), author and business development professional at My.com (@mycom_official), in her Meet the Influencers: Dos and Don’ts of Niche Celebrities post writes, “Emotional appeal and personal trust is a centerpiece of influencer marketing, as they are a centerpiece of social media influence in general. Influencers share their content through their own perspectives, and when it is unpolished, it is perceived as true.”
What is niche influencer marketing?
Niche market influencing involves using connections with social media influencers, individuals with large online followings whose opinions carry weight, to promote a brand. If the term still seems vague, it’s because it describes a range of approaches under the goal of achieving personalized brand promotion. As with any marketing technique, you should be thoughtful and specific as possible about what you are doing, and with whom, and to what ends.
Digital media entrepreneur Jay Baer (@JayBaer) outlines “8 Things Online Influencers Can Do For You.” These include the Megaphone, getting the word out about your brand; the Reporter, attending and covering events; the Face, or spokesperson; the Connector, introducing your brand to new platforms; the Creative, creating interesting content; the Designer, creating innovative products and improvements; the Neighbor, setting up meaningful conversations around your brand; and the Defender, protecting your brand during crises.
If you’re new to influencer marketing, the best approach is to start small. While there are many exciting opportunities to connect with influencers over extensive marketing campaigns, regularly connecting with and citing experts in your niche is best business practice. Targeting small, highly-engaged circles via moderate-level influencers can be just as effective (and more feasible, and less time-consuming) than going for the foremost names in the field. In other words, don’t underestimate “the megaphone”!
Five steps to engaging with niche influencers
If you’re unsure about what you can offer an influencer, keep in mind that most influencers have a constant need for fresh content to keep their own followers engaged. Don’t underestimate the power of a little ego boost. Influencers create content to be consumed, and most of them will appreciate the acknowledgement!
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