Compared with other overseas marketing methods, many people are more keen on KOL marketing, especially for cross-border e-commerce. In addition to semi-finished products, most of the fast-moving consumer goods, fashion goods, household goods, and daily necessities can choose KOL marketing. Sellers can choose different KOL grades and marketing methods according to different stages of their own store or brand operation. From the review, product function explanation, to big brand comparison, guide consumption, different KOL and marketing methods can meet the different needs of sellers. KOL has more affinity than the stars, the promotion of the products is more natural, and the appeal is not inferior. However, how to find KOL to bring traffic to their stores has become a major pain point for many sellers.
1. Select Platform
In general, many sellers prefer YouTube, followed by Instagram, or Facebook, Twitter, Pinterest, and Snap.
YouTube traffic is arguably the most popular video platform for global search traffic, and it is the place where "stock" can be generated. The higher the video rating, the higher the number of video views. YouTube is more suitable for drainage, generating short-term sales, and is more conducive to building a brand's reputation. Foreign consumers who want to see a product will generally go to YouTube.
Instagram is a social platform. Its user engagement is slightly stronger than YouTube, but traffic is like a stream of water, fleeting. Instagram is more suitable for brand awareness and has an advantage in powder absorption and brand broadcasting.
Facebook's strength lies in the accumulation and repeated use of fans. However, although the number of people used is large, the delivery rate is very low due to algorithmic limitations.
Twitter is mainly a number of media-type accounts that are self-proclaimed every day.
Pinterest and Snapchat are two new social platforms. Pinterest is the main social network, and there are many designers. Use Snapchat for college students, young groups, and traffic is average.
In summary, if your product has a special group of people, it has a good effect to find the KOL on Pinterest and snap chat. If your product is a general product, YouTube and Instagram are recommended because of the large traffic and wide coverage which will make your product get more exposure.
2. Looking For KOL
In the search box on the platform website, enter the product or industry keywords, the company or brand name of the peer, there will be a lot of KOL. If the number of KOL found is still very small, consider expanding your target keywords. Think about which sub-sectors your products belong to, what areas they are used to, what are the different user groups, and summarize more topic keywords. For example, if you are selling a drone, a large part of the drone users are outdoor enthusiasts, you can search for travel or outdoor. The drone also belongs to photography, you can also search for photography.
After you find a target YouTube KOL, you can look at the account recommended by his channel and the account associated with the YouTube system recommendation. Some KOL content forms are changeable, you can add some modifiers to the product keywords, such as review/test, how-to/tutorial, holiday deals/buying guides.
If the product is for a specific country or region, finding a local blogger is a great option. Blogs are a mainstream form of media with a broad user base of segments. These bloggers can effectively reach local target users, and the main way to search is "industry category + blogs in + countries/regions". For example, if you are looking for a blog for window film in France, then you can search for "window film blogs in France" on Google and you can find many target bloggers.
③Use The KOLPlatform
The advantage of the KOL platform is that it is convenient to communicate. The platform can provide traffic data of the KOL account, which is convenient for you to judge the quality of the KOL. Some platforms allow you to send a campaign to many KOL in batches, saving you a lot of time. However, the number of KOL on the platform is limited. Sometimes, many unrelated KOL will come to the door. You also need to contact and negotiate on your own, and the KOL on the platform can be found directly on social media.
There are a lot of KOL platforms, and it is divided into many types. The most common one is Famebit. Famebit is a company of YouTube, so the number of KOL is more, the data is more accurate. And one advantage of Famebit compared to other platforms is that it does not need to pay first. You can start the campaign first. When you successfully hire a KOL, the platform will charge a certain percentage of commission.
You can also take advantage of the free data on the KOL platform. For example, look for KOL through socialbook.io.
Screening at the frame is free, you can set the KOL type and fan range. After screening, don't click to see the data, because it is charged.
You can copy the KOL ID you want to view, open YouTube, paste the search ID, and open his channel.
④Find An Agency
The agency can choose the right KOL according to your needs and budget, from contact the KOL, optimize your campaign, plan a variety of content ideas, to the later affect tracking. One-stop service to help you save a lot of time. Especially for companies that don't have any experience in KOL cooperation, the agency is a good choice.
The agency will not be limited to a certain channel when looking for KOL, and they will have a fixed relationship with many KOL. The cost is more flexible, unlike the platform that needs to charge a fixed monthly fee or annual fee. There are a lot of KOL agencies, such as virtual nation, hireinfluence and mediakix which are relatively high evaluation.
3. Review KOL
The real influence of many KOL does not match the number of fans at all, and often the data is brushed. What’s more, if the KOL is not properly selected or the information conveyed by the KOL is wrong, it will hurt your brand. And not all KOL is suitable for promoting your brand. If you do not do a good investigation in advance, you may waste more time later.
KOL can be analyzed from the following dimensions.
①Number of fans
According to the number of fans, the KOL can be divided into three levels: micro, macro and mega.
Although the fans are not many, the participation of fans is generally high and fans are more trustworthy. KOL focus on a certain niche professionally and ROI will be higher. They are also more willing to spend time to interact with his fans. Micro KOL is better to hook up, a lot of evaluation is no charge.
The traffic is large and the participation of fans is poor. In addition, the quality of the content is more important, and the fees are also high. To achieve cooperation with macro KOL is more difficult, generally, have to charge.
The traffic is particularly large and the charges are higher.
Each KOL fee standard may be different. Find what KOL also depends on how much your budget is, and how is your current brand strength. Basically, it can be calculated according to the standard of about 20 US dollars per 1,000 fans. The bigger the KOL, the more preference to cooperate with well-known brands. It is best for start-up brands to start with micro KOL. Many micro KOL video views and fan interactions are even higher than the macro.
②Sponsored or non-sponsored
If you watch YouTube videos frequently, you will find that some KOL will say "this video is sponsored by xxx brand" at the beginning or end of the video, as well as the description. It is mainly in response to the US Federal Trade Commission's FTC regulations. All KOL are required to indicate whether the content is paid for by the brand to avoid misleading the audience.
As for the choice of paying or not paying for the KOL, mainly depends on your promotional purposes or your content type.
If you just want to bring a lot of exposure to the brand in the short term, do some simple product implantation video, you can find the sponsored KOL. You can discuss with the KOL in advance what the video needs to say.
If you want to get the endorsement of the KOL, prove the authenticity of the product function, especially to do the evaluation, it is best to find non-sponsored. This KOL generally only needs a free sample, and some will return the sample to you. At most, profit through affiliate marketing. It will not be affected by the brand side and will show the true side of the product as much as possible.
③Published content relevance
It's best to look at what products have been reviewed by KOL, which competitors' brands have been worked with (preferably direct competitors), whether the channel's theme is consistent, whether it is related to your product positioning. Content relevance directly determines the conversion rate of your content.
Even in a category, you can subdivide a lot of markets. There are many small circles in the drone industry. Some specialize in evaluating high-end drones, some only play model toys, and some only play race drones. If you are at the general consumer level and looks for someone professional, you may be ignored.
In the technology circle, the KOL can also be divided into two types, one is the professional evaluation of one category, and the other is 3C consumer comprehensive category. The former tends to have fewer fans, the evaluation is more in-depth, more professional, and more non-sponsored. The latter focuses on introducing the product's feature selling points and has more fans, also more preferred to sponsored. You can choose based on the characteristics of the market. If your product is popular, such as mobile phones, then you can find some 3C consumer KOL. And if your product is a niche market, it is best to find experts in a niche.
A large number of fans does not mean that all fans really like him and trust him, not to mention that some KOL will buy fake powder. And the engagement of fans will truly reflect the influence of a KOL.
YouTube Marketing has 3 common data to evaluate the performance of the video, you can use these 3 data to evaluate a KOL fan engagement:
Average views per 100 fans:
For example, if you have 100 fans, the average number of views per video is 20, that is 20%. Generally, mega KOL will be around 10%, the macro will be 20%-30%, and micro may be more than 30%, even more than 100%. The higher the data, the higher the popularity of the video.
This data can't fully explain that a certain KOL is real and active because the amount of viewing can also be brushed. For example, I embed the video into other websites or emails, so the following two data should also be taken into consideration.
The number of likes per 100 views and number of comments per 100 views:
These two data can best represent the production level of the video, whether the content is valuable and the fan's preference for the KOL. It takes a while for the average person to start interacting with the KOL and the cost of the fake is relatively high.
These two data also have industry standards. The general like rate is best at 4%, and the comment rate is 0.5%. However, there are really not many videos that meet this standard. You can use the social book, a free Google Chrome plugin, to directly view YouTube’s fan engagement data.
Maybe your target users are concentrated in a specific age, gender, and country area. In addition to the content-related, you should consider whether the fan group of the KOL and your target users are highly coincident with certain key features.
Some platforms such as Famebit can provide characteristic data of KOL fans. You can also directly ask KOL to provide relevant data, which can be exported from the YouTube background.
Whether KOL says is true and authoritative or not can directly affect the purchase decision of fans. You can look at the fans' comments below each video. It is much more agreeable or not.
4. Contact KOL
You can usually find the e-mail address of the KOL you want to contact on the platform website. For example, you can find the e-mail under the relevant information “about” on the YouTube website and send the cooperation e-mail.
①There are some wrong ways to send emails:
No mention of the name, group advertisement
Eg. Hello, dear friend, I give you money, you make a video for me!
Eg. Hi Anna this Wendy you can make me video
No product introduction, just product links.
Eg. Hi, Starry, please look at this! http://www.xxxxxx.com
Before you send a link, do a simple self-introduction and what your product is, and then tell him where the product link is. Otherwise, people will think that you are sending a Trojan virus, completely do not want to see.
Long-term cooperation immediately
Eg. Hi, I want to have a long-time cooperation with you.
Before deciding on long-term cooperation, you have to work with him at least once to see the results. KOL will also choose corporators. If you want to cooperate with them for a long time, at least first make friends with them.
Have a good title. Be careful not to have sensitive words, such as "business cooperation, product promotion" , to avoid mail being blocked.
The content should highlight the strength of the brand. First of all, you should introduce yourself, and then write the brand name of your product. The product description should emphasize highlights and advantages.
Pay attention to the time of sending emails. To match the KOL's schedule (note the time difference), you can use Gmailto send them regular emails to prevent interruptions to other people's schedules.
③See the professionalism of KOL from the quotation
There are generally two situations. One is that KOL will directly ask your budget. The other will give you a complete quotation form, which will indicate the price of the post and the length of the post. It is best to work with the second type because it seems more professional, and may have worked with many people.
There are many marketing methods which have been introduced in specific before, such as word-of-mouth marketing, social media marketing, search engine marketing, etc. In addition, marketers need to create a content marketing strategy which influences how you reach your audience. Because content marketing strategy helps to bring in new customers, educate your target prospects, drive revenue, generate awareness, and help build a powerful brand for dropshipping business. What’s more, writing for the Content Marketing Institute, Julia McCoy mentions that a solid content marketing strategy can generate three times more leads than paid advertising. The article will introduce 8 steps to create a content marketing strategy.
1. Define Your Goals
Define your goals is a good starting point for your content marketing strategy. Whatever your content marketing goals are, be sure that they’re sustainable for the long-term and they actually connect to your organization’s overarching goals, mission, and vision. Furthermore, content marketing can serve many goals and you’ll have more success if you focus your efforts on the main goal.
There are some typical goals:
Making more sales
Getting more traffic
Increase site’s conversions
Increase brand awareness
Reduced marketing costs
Social media engagement
Retain and resell to current customers
And each goal has a complex set of key performance indicators. Except for the general goals, you also need to make the goals more specific and measurable based on the SMART criteria. And SMART criteria includes specific, measurable, attainable, relevant, time-bound. You can refer to the following.
Reach a certain sales target within the month, quarter, or year.
Get more visitors and signups for your websites.
Get a certain number of new email subscribers.
See an increase in site traffic and in engagement with your content.
Improve the search ranking of some of your key pages to help boost traffic.
Get a certain number of mentions, shares, and comments for your content.
2. Know Your Audience
You need to have a clear audience description that clarifies who your audiences are. In fact, 80% of content marketers are focused on audience building. By knowing your target audience, you can provide more relevant, informative and valuable content that they'll prefer to read and convert on. Besides, there are three actions you can taken.
①Collect demographic data
You can collect demographics which cover age, gender, education, income, etc on your visitors, email subscribers, and social media followers.
②Get customer feedback
Get more feedback from your current customers. Thus you can know more about your target audiences. Knowing how they feel about the current content and what is their urgent demand, you will understand your audiences’ priorities.
③Create buyer personas
Buyer personas also mean customer avatars, describe your ideal readers and customers so that you can target content better. And the best buyer personas include information on your customers’ pain points, challenges, sources of information, and behavioral motivators.
3. Choose The Main Content Channels
There is a graph showing the most effective channels that marketing content use to prospective customers from marketing charts.
The most common channel is email, and 82% of marketers consider it as the most effective. And after it are social media with 54% and website/blog with 51%. You can start with one or two channels and expand as you feel more comfortable.
And you can see some data in two ways to decide on which social media to target to get social media engagement and shares for your content. One is by Google Analytics, go to Acquisition => Social => Overview to see the main social media where your content is being shared. And the other is by Buzzsumo, go to its Content Analysis tool and type your domain name into the onscreen search box to see shares by social media network. You can see shares by content type or content length and top content in the last year as well.
4. Decide On Content Types
There are some of the most popular content types that marketers are creating.
Blog posts which goal is to attract visitors to a website are an essential part of your content marketing mix. And they deliver strong results. Ideally, your blog posts should be actionable, valuable, shareable, published regularly, and may include a range of article types. And generally, we recommend that blog posts be between 1,000 and 2,000 words in length. But experiment to see if your audience prefers longer or shorter reads.
Videos are a highly engaging content medium. It captures people's attention more than any other content types. And it is proven to engage your visitors to keep them on-site longer, improve lead generation, and reduce abandonment. Furthermore, videos are shareable across social media platforms and websites alike and 40X more likely to get shared on social media than other types of content. Acutally, 51% of marketing professionals worldwide name video as the type of content with the best ROI.
Ebooks are lead-generation tools that potential customers can download to learn more valuable information after submitting a lead form with their contact information. Typically, they are longer, more in-depth, and published less frequently than blog posts.
Case studies give you the opportunity to tell the story of a customer who succeeded in solving a problem by working with you to make others convince. It can take many different forms, such as blog post, ebook, podcast, etc.
Templates are a handy content format that provides tremendous value to your audience. When you provide them with template tools that can save them time and help them succeed, they will be more likely to keep engaging with your content later.
Infographics can organize and visualize data in a more compelling way than words alone. If you're trying to share a lot of data in a way that is clear and easy to understand, infographic is a good choice.
If you want more ideas, there are plenty of different content types to diversify your website.
5. Create a Content Calendar
It’s essential to use a content calendar to get all your content scheduled. There are several tools for you to do this. If you’re not publishing a lot of content, you can use Google Calendar and simply put the due dates for each piece of content there. Otherwise, you have to manage a content team and the production workflow you’ve decided on. And options for managing this include productivity and task management tools like Asana or a purpose-built editorial calendar tool like CoSchedule. You are allowed to schedule different parts of the content creation process by both of them.
6. Brainstorm Content Ideas
There are five steps to create the specific topics and keywords that your audience are looking for.
①Brainstorm topics and terms
It is a good point to start by writing down many blog post ideas your audience may be interested in. In the process, involve people who work directly with your users, such as a customer service or sales rep.
Take that big list and refine or group them together to see what looks good and what doesn’t make sense to your business goals.
④Build a spreadsheet and prioritize terms
Build a spreadsheet with the data you got in your tool like keyword, estimated search volume, difficulty and opportunity and assign a priority to each one. And think about which is most important to your business.
⑤Outline content that hits the 3 key needs
Take your top terms and outline content that will serve your goals, the user’s needs, and the keyword targeting. This is also an SEO-friendly content.
What’s more, there are some tools for you to brainstorm content ideas.
It’s important to keep in mind that content marketing strategy needs to be documented in a formal written guide. And in this way, you can refer to it as you move forward into the planning and execution stages.
It’s important to choose the eCommerce platform that works for you. And Shopify is one of the world’s most popular e-commerce platform, with 600,000+ businesses using it to open their online store. When you start a dropshipping business and open a Shopify store, you need to think about how do you get customers to find your store. You can use SEO to improve the search engine ranking for your store. The higher you rank in search engine results, the more traffic your store will have. This naturally leads to increased sales. The article will introduce 8 different ways to boost your Shopify store’s search engine rank. And for stores on other ecommerce platforms, the general ways are the same.
1. Choose Keywords And Put Them In Right Places
Keywords are the heart of SEO. Choose keywords so search engine like Google can find your products and also choose keywords that actually sales. You need to know what your target customers would search to find your products. Try the keywords between broad keywords and niche key phrases. And because you want searchers that will actually buy something, try modifying your keywords to include active words such as “buy”, “best”, ”cheap”.
It is a good idea to use Google Keyword Planner to see what people are searching for and mine Amazon, Google, and Wikipedia for keyword inspiration. And don’t forget to search the keyword in Google to check out the competition.
Then where to put your keywords? There are five important places.
The page title is the title that will appear on the search engine’s results page. The enticing keywords on page title will attract your target customers to click.
The meta description is the short piece of words that shows up underneath the title. Put the keywords here and make it descriptive and intriguing which will convince your target customers to click.
You can change the name of the image file with the keywords that describe the image for the search engine may not identify the image. And you can set image alt text.
④Headers and Titles
Your headers are one of the first places search engine looks to see what your store’s about. It is important that your product pages all have descriptive headers with your keywords.
Write unique and exciting product descriptions with keywords so that the search engine can find your page.
2. Optimize Your Site Structure
Your site structure determines the way your content is organized, which is crucial to SEO success. Try to make your site structure simplify and this will make it easier for search engines to crawl your site and rank your products. You can refer to the following structure which is SEO-friendly and simple.
There are only a few clicks from your home page to your products, which makes it easy and fast for your customers to find what they’re looking for and make it easy for search engines to crawl the site as well. And don’t forget about page and contact page to let customers and search engines know that the site is credible and trustworthy. In addition, your page should also cover a search box to help customers find what they’re looking for.
3. Increasing The Number Of Links To Your Store
External links are the backbone of good SEO. It is a good way to increase the number of links to your store for the reason that links to your store from other websites help search engines know that your site is popular and trustworthy. Though there are paid links, they don’t have a good result and might result in lower search rank.
There are some tips for you to increase the number of links to your store:
Look for opportunities to list your online store on other websites.
Maintain updated and interesting content to create a website that naturally gets linked to.
Build relationships with other websites and blogs so that you can ask for a link back. For example, ask the supplier for links.
Reach out to industry leaders and influencers for interviews to generate both links and content.
4. Submit Your Sitemap To Google Search Console
The sitemap is located at the root directory of your Shopify store's primary domain name. It contains links to all your products, product images, pages, collections, and blog posts. In short, it is a comprehensive list of all of the pages on your site. And it is used by search engines to index your site so that your store's pages appear in search results. Submitting your sitemap to Google Search Console helps Google knows about every page on your site and crawl and index valuable pages on your site. Furthermore, it gives Google a place to check for updates more quickly than a manual crawl.
5. Upgrade To SSL
SSL is important for security. By switching to total site SSL, you can get a small ranking boost because Google is pushing for better security all across the web. You can activate these by going to your Shopify dashboard =>Sales Channels => Online Store => Domains. Making an existing Shopify site secure is straightforward. And when migrating to SSL from a non-secure site on different platforms, you may need to undertake some additional technical work to make sure that you don't damage your position in search results. So look at Google’s guidelines on making the switch to SSL or communicate with Shopify’s support team.
6. Improve the Customers Experience
The longer you keep customers around on your site, the better search ranking and conversions you’ll have since Google looks at time-on-page as a marker of a site’s value. Make sure customers always have a place to go from page to page quickly. If site speed is fast, customers may spend more time on your site. To make your Shopify store faster, you can use a fast, mobile-friendly theme, use smaller, optimized images, remove any apps you’re not using, and avoid using sliders. It is also a good idea to use a responsive design which can greatly improve user experience and keep visitors on your site longer. Make sure your store looks great on any device, including desktop, tablets, and smartphones.
7. Take Advantage Of Content Marketing
Content marketing is one of the easiest ways to rank for more keywords and build backlinks. And it is helpful for both customers’ experience and SEO. Your content is a chance to make customers and potential customers get to know your brand. Every ecommerce stores need a content marketing strategy that reaches out to their target audience on their website, Instagram, YouTube, Facebook, or whichever social media channels are your preferred options. And the content can be how-to videos, FAQs, stunning photography, and informative articles.
8. Use The Best Shopify SEO Apps And Tools
There are some best Shopify apps and tools that you can use to boost your store’s search engine rank. You can use SEO apps to identify where there may be Shopify SEO problems with your site including your images, such as SEO Image Optimizer and Plug in SEO. What’s more, you can use SEO tools that make life easier when building your site to be as search-friendly as possible. From tools that help you identify keywords which can also an alternative to Google Keyword Planner to those that help you optimize video and images, these useful tools, such as Keywordtool.io, Ahrefs, can cut down the time it takes for you to get your store in shape.
Social media marketing is a great way to help you build engaged audiences. It also helps to create multiple sources of traffic that continually bring in visitors. What's more, it can increase your brand awareness and grow your business. It is as important as your products, your suppliers, your brand, your domain name, and all those other essential elements that you’ll need to create a successful business. Platforms like Twitter, Pinterest, and Instagram are invaluable tools. The article will introduce how to build a social media strategy for your dropshipping business.
How To BuildASocial Media Strategy
There is a framework to lay the foundation of building a social media marketing strategy.
1. Setting your goals
You need to set your goals first, which means define the outcomes of your efforts and how you’ll measure them. A great tactic for setting achievable goals is to use the S.M.A.R.T. framework which includes Specific, Measurable, Attainable, Relevant, and Time-bound. And it is a good idea that you measure metrics may lead to sales, like the number of leads generated or conversion rate.
There are some social media marketing strategy’s goals for you to consider:
①Increase brand awareness: Widen your reach to more people so that the possibility of the brand getting seen by target audiences will be increased. You can measure this by impressions.
②Motivate interest in your products: With relevant inspiration or education, you can motivate target audiences interest in your products. You can measure this by clicks.
③Get more email subscribers: Get more subscribers to your mailing list which you can retarget with ads.
④Provide customer service: Provide support to customers when they have questions, complaints, and inquiries. You can measure this by response time for direct messages.
⑤Establish social proof: Social media posts and comments from your customers can be a gold mine of positive reviews and testimonials for your dropshipping store.
⑥Build an engaged following: Build an authentic community of people who are interested in your products and grow an engaged audience. You can measure this by engagement rate.
⑦Drive more traffic: Make your followers to click links to your blog or store to boosts traffic and increases the chances of a purchase.
⑧Form partnerships: Engage with influencers or like-minded brands for influencer marketing or co-marketing campaigns.
⑨Get more sales: Getting sales directly from social media. You can measure this by the number of orders or revenue.
2. Identifying your target audiences
Research your target audience thoroughly. Look for demographic and psychographic data or observable patterns about them that will help you form a mental image of who will likely be interested in and will buy your products.
There are some datas for you to consider and whether to choose is depend on your products:
Motivation to buy
3. Coming up with content
Planning and come up with your content mix in advance helps you conceptualize and produce your content so that you offer both a constant posting schedule and various content types.
The content mix can cover:
①News: Information about what’s happening or trending in your industry or posts.
②Inspiration: Motivation to use your products and personalize your brand.
③Education: Share tutorials, or how-to posts from your blog or video channel.
④Product/promotional posts: Show high-quality product shots, demo videos, testimonials, or feature explanations of your products to get sales.
⑤User-generated content: Content that your customers generate about your products, such as testimonials, reviews or photos of them.
⑥Contests and giveaways: Make a contest and giveaway something and get emails.
⑦Customers connect: Shots or videos featuring your customers or just greet with your followers.
⑧Community events: Share meetups, fundraisers, or learning opportunities, especially if you’re a local business.
⑩Polls or quizzes: Similar to Q&A posts but the answers come from you.
⑪Behind the scenes: Share how your product is made or what you’re doing to grow your business.
And there are some tips for coming up with the right content mix to post on your social media.
①Vary your post types rather than focus on promotional posts
Always ask this question whenever you’re planning content: How can I consistently add value to my followers and target audience aside from my products? When new followers land on your account, their perception of your brand will likely be your last 3-6 posts, if they are all sales posts, followers will be bored and turn it off.
②Start with 5-7 content archetypes
Balancing your content mix with post archetypes that you can quickly create with content types that might a bit more difficult to produce. For example, content types like Q&A posts, customer-sourced content, and sharing content from your blog can be mixed with harder content types like a product demonstration video, as well as posts that aim for sales and posts that just seek to delight and grow your audience.
③Set up a content calendar
You can organize your schedule by setting up a content calendar which is helpful in planning out your content. Scheduling posts in advance that will take time and resources to create gives you ample time to set them up. You need to plan how frequently you post on social media and which content types seem to draw engagement from your followers.
4. Choosing prioritize channels
There are many social media channel and you need to prioritize what you’ll be focusing on when you start out based on the target audience you've identified and which channels can support your content archetypes and your goals. It is important to understand the strengths and weaknesses of each channel. Take some time to learn and test one or two platforms at a time and focus on one or two channels. If you have other time and ability, you can start content marketing such as a blog which can be content posts on social media. And optimize your profiles and fill out your social profiles with all the information your customers might want and try to claim the same username on every platform, especially a unique tracking link to your website.
There are brief introductions of the main channels:
Facebook is also one of the most widely used social media apps by a broad range of consumers. It has many features such as facebook Shop, customer reviews, and Facebook Messaging for customer service. For its prioritization social interactions with individuals instead of businesses, unless you pay to promote your posts, you won’t be able to reach many people. It also has a database of information that you can use to deliver targeted ads to your ideal customers.
Instagram, whose users are millennials, lets you focus on building a following through a variety of visual mediums. You can post images and videos with hashtags as well as share moments through Instagram Stories and Instagram Live. It is a good idea for you to post the highest quality visuals along with compelling captions to boost your user engagement and it's possible to get pretty good results without necessarily paying. However, Instagram doesn’t allow you post clickable links in captions or comments. You can work around this by taking out paid ads that will allow you to post ads with CTAs linking out to your store.
Twitter might not be as strong as a sales channel for many brands, but can be used to showcase your brand’s personality. You can network with other brands, journalists, and connect with potential and existing customers on a smaller scale through Twitter. Your followers can just reply to your tweets, or ask you questions and give you feedback while mentioning your Twitter name. This feature to communicate real-time gives you the opportunity for social customer service.
5. Creating a process to execute
It is necessary to collect ideas and plan content using soft wares such as Trello which can save ideas, attached links, files, and notes to each idea. And then, scheduling content about when, where, and how often to post contents using a tool like Buffer, Hootsuite, Later.
Popular posting times will vary depending on seasons and other variables. If you need a good place to start, think about when people check their feeds: in the morning, at lunch, during their commute, before bed. As for post contents, start slow and then ramp up to a higher frequency as you develop your routine and figure out what works. Try to schedule your posts in batches, at least a week in advance.
Holidays are a great opportunity to be topical and timely with what you post. Pay special attention to what’s coming up so you can brainstorm social media marketing ideas in advance.
Word-of-mouth marketing, also called WOM, WOMM, is still the most powerful marketing tool for most businesses.
According to a recent “Global Trust in Advertising”study by Nielsen, 92% of consumers believe suggestions from friends and family more than advertising. Beyond friends and family, 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. And 74% of consumers identify word of mouth as a key influencer in their purchasing decisions.
Researchers also found a 10% increase in word-of-mouth (off and online) translated into a sales lifts between 0.2-1.5%. And it also help to grow brand at a faster rate for its viral marketing element.
However, only 33% of businesses are actively seeking out and collecting reviews and few companies have strategies to get the most value from word-of-mouth marketing. Here are some word-of-mouth marketing strategies that you can refer to grow your business.
1.Encourage User-generated Content
UGC is content created and shared by consumers about brands or products. It’s honest, builds trust, and gives marketers extra collateral to work with. Content generated by your users, customers and followers can be much more powerful, engaging and shareable than run of the mill company updates and photos. So encourage your customers to engage more with your brand and service on social media and build an engaged social community .
You can create share-friendly content like contests, polls, and fun quizzes. Then, get customers to share your contest or quiz, and have them tag it with a shareable hashtag. You can also encourage word of mouth by getting customers to create content and showcase your user-generated content prominently on your website or main profile. For example, post customer photos on your social media or on your product pages and credit them in the post . You should offer incentives, such as a free gift, discount, or feature, for customers creating and sharing pics, videos, and GIFs on social media.
Furthermore, create contests and giveaways on your store is also a good idea to encourage user-generated content. You can give away a free product on your store and have entries that require customers to share the giveaway on social media for a chance to win the prize. It helps you reach a newer audience organically.
2.Ask For Testimonials And Reviews
Testimonials and reviews work as effective word of mouth strategies. They help customers reassure the performance, quality, and value of your claims and make consumers feel more comfortable doing business with you. Get in the habit of asking for them and post testimonials or reviews which can be a great way of pulling word-of-mouth recommendations onto your site or social feed.
You can post them on dedicated site page, homepage & landing pages, relevant product/service pages, lead generation content, etc, wherever they will be visible to the public and seed a positive image of your business. About reviews, you can use Shopify apps like Product Reviews Addon to automate the collection of product reviews on your store.
3.Set Up Word of Mouth Triggers
A word of mouth trigger is the thing that makes your business stand out from any other in your industry or space.
You can set up a trigger by giving your customers something memorable. An unique, share-worthy experience, thought or feeling they can’t get anywhere else. It is the easiest way to generate word-of-mouth marketing in this digital age. If you give your consumers something memorable they cannot get anywhere else, they’ll want to share it with their friends and loved ones whether or not you ask them to. There are some brand that do it well and you can refer to, such as ClassPass, LuLuLemon, Dollar Shave Club.
You can also set up a trigger by creating something totally different and out of the box. It could be that you market your business in a way that’s totally different to anyone else in your space. Or that you take an old product and sell it in a completely new way. Dollar Shave Club is a fantastic example of both of these ideas.
In addition, you can set up a trigger by tapping into people’s emotions. It can be very powerful for generating shares and getting people to talk about your business and can be done by taking something you believe in and tying your company brand closely to it on your social commerce networks, your website and anywhere you can.
4.Create a Referral Program
Create a referral program can help you increase the success of your word of mouth marketing campaigns. Texas Tech research has indicated that 83% of satisfied customers are willing to refer a product or service but only 29% actually do.
A good referral program makes spreading the word easy and quick and measures the results of your campaigns. And offer systematic referral rewards is a great way to nudge happy customers into actually taking that step and introducing others to your business. Rewards could be anything, including discount off next/first order, $X gift card for referring a certain number of people, straight up paying people for referrals, bonus gifts with next order for referring people, etc. You can use Shopify apps like Smile.io and Referral Candy to easily build a referral program on your online store.
5.Connect With Influencer
Influencers are individuals with a strong following and power to influence the beliefs and behavior of those in it. It could be anyone from bloggers and social media stars to industry leads and existing customers. It’s better to pick influencers who are relevant, popular, engaged, and authentic for good word-of-mouth marketing strategies. Because of their already established reputation, word-of-mouth marketing from an influencer is undoubtedly the most valuable. 49% of people say they rely on recommendations from influencers when making purchase decisions.
You can pay an influencer to feature your products on their social media. Since you’re paying them, you can have some control over what they post, when they post and how they post it. You can also take some measures to appeal to influencers. For example, quote them in your content, feature them or their products or services prominently, let them try your product/services for free, etc.