In the world of marketing, the phrase “less is more” can take on a whole new meaning.
Every brand wants to be widely known and recognized, but when it comes to building your brand and getting started on a small budget, it’s not always realistic to assume your small ad budget is going to reach the masses. That’s where strategic targeted marketing to a specific demographic using influencer marketing comes in!
If you’re working with a small [or micro] budget, the best audience to begin sharing your story with is the one who is going to buy it. Sell your story to those who want to hear it, think of the following, for example:
- Who does my product appeal to most?
- What does my target audience look like?
- Where do they shop?
- What are their hobbies?
- Where do they live?
- How old are they?
- Who’s in their household?
From there you can begin to build an idea of what your key consumer looks like [i.e. Jane, the 30-something with a love for fashion,] and how to begin planning to reach them. Having the answers to just some of these questions can help you determine where your ad dollar is best spent. Building targeted promotions may reach a smaller audience than an umbrella “One Size Fits All” solution, but this smaller audience can be more valuable if they’re the consumers who are going to give you a return on your investment.
What advertisers and brands of all sizes have found to be appealing about connecting with the right influencer, is that these influencers have built an engaged audience that values what they have to say about products they use, places they go, and services they can’t live without. The key to connecting with the right influencer [yes, that’s worth saying again!] is building a partnership with an influencer whose audience aligns with your target demographic. It doesn’t matter how large the influencer’s audience is, if their audience isn’t going to be interested in your story or what you’re selling. Anyone with a smartphone and access to the internet can consider themselves an influencer, blogger, photographer, and authority on any given subject. So, it’s important to make sure your advertising dollars are being spent in the right place… which leads us to…
How do you know who’s reaching who? How do you go about connecting with these online storytellers? It’s not always easy… especially for a small business owners with little to no free time. Let our agency help you connect with key players in your market.
Consider yourself influential? Let’s chat!