How Visual Search is Changing SEO

They say a picture is worth a thousand words, but these days it’s worth a whole lot more when you consider the increasing value of visual search engines.

While it’s unlikely that visual searches will completely takeover standard text searches, the eCommerce industry is already benefiting from the new technology.

Think about it– have you ever been out and an item someone had caught your eye? Maybe it was a pair of shoes, a watch, or a handbag that had you thinking, “I just have to know where they got that!” Well, with the emergence of pixel-by-pixel visual search technology, you can simply snap a photo of those cute shoes and find them instantly online.

This is significant for eCommerce because, through visual search, buyers can find brands and products quickly and easily, without having to scour the web using hit-or-miss keywords.

The Emergence of Visual Search for SEO

Remember that infamous green Versace dress that Jennifer Lopez wore in 2001? If you do, then it might not come as a surprise to know that the desire to find images of her in that dress is what prompted the demand and concept for Google Images. 

Ten years later, Google introduced a Search by Image feature, which allowed for reverse image searches. This feature makes it possible for users to search for an image by either dragging and dropping a photo onto the search bar, uploading a saved photo, or copy and pasting a URL that points to an image into the search bar. 

So why is it just now changing how we approach SEO?

Well, another ten years of technological improvements have had a lot to do with it. Visual search has evolved to the point where technology can identify and compare every pixel of a picture. This enables the visual search engines to refine results according to color, size, shape, and other distinct details.

Currently, the major players in the visual search game are Google Lens and Pinterest Lens. But with the advancement of pixel-by-pixel technology, offering a visual search tool is becoming more accessible for others. Bing, TinEye, and ASOS are among those companies that now feature a visual search tool. And we can expect even more companies to follow suit. 

Visual Search Strategies

According to the Search Engine Journal, only 35% of marketers plan to optimize for visual search through 2020. And yet, the technology is rapidly improving. That means that the companies who do optimize for visual search will have a leg up on their competition. Plus, when optimizing for visual search, some of the most fundamental SEO practices still apply. 

Here are some strategies that can help your business capitalize on the increasing value of visual search tools.

  • Use descriptive alt-text for indexation
  • Submit images to an image sitemap
  • Focus on boosting organic image visibility
  • Use unique images, not stock photos
  • Add captions when appropriate
  • Optimize image titles and attributes with keywords
  • Optimize for ideal image size and file type
  • Optimize images to render on mobile and desktop displays.

A simple way to lean into visual SEO is to start by ensuring you have several images for every page. You’ll also want to host your images on trusted pages and ensure they are saved with file names that contain related keywords.

It’s also important to note that images should be displayed clearly and have a single focus so that visual applications have an easier time processing them.

The Future of Visual Search

The future of visual search involves a more sophisticated way of deciphering images. When we look at images, we see beyond a sea of pixels. Instead, our minds automatically identify patterns and shapes based on past experiences. 

So, while visual search technology has improved, it is still far from capable of organizing images in the same way we do. Thus, the advancement of visual search technology is primarily focused on recognizing different shapes, sizes, and colors in images in the same way the human brain does.

For example, companies such as Google are investing a large number of resources to understanding neural patterns that expose how our brains interpret visual information.  

In the near future, the retail industry is expected to gain a significant edge with the use of visual searches, as this makes finding products easier than ever. 

Though it’s hard to predict exactly where visual search will take us, we know for sure that it’s not slowing down. Considering Gen Z’s preference for images over text, we should anticipate a rise in both the development and use of visual search technology.

Building Brand Loyalty (Part 2)

Basic Ingredients for Brand Loyalty

In this second part of our ‘Building Brand Loyalty’ series, we are identifying some of the basic ingredients that a brand needs to start building a loyal customer base.

With the foundational elements below, a brand can leverage success with repeat business. We suggest monitoring the success of these elements and leaving room to make adjustments as-needed.

Brand Identity

Think about your brand’s identity. Is it meaningful? Relevant? Appropriate? Consumer preference for a brand is often viewed as either an emotional or logical decision. When customer relationships are built on logic (for example, slightly lower prices), they are less likely to inspire long-term loyalty. 

Consumer psychology tells us that people desire a deeper reason to connect with a brand or product. This means that businesses must emphasize the complete experience when marketing a product. The goal is to create a brand to which people attach strong, positive feelings because customers will shop more frequently and spend more money when their logic is reinforced emotionally.

Before you move forward with trying to build brand loyalty among customers, first make sure that your brand identity is one that they can emotionally and logically connect with. If it’s not, be open to customer feedback and spend time refining your value propositions.

Social Media

These days, social media is a space where businesses have a lot of power to convert a lead into a customer. 

Even those who still shop in stores have grown accustomed to the process of locating businesses on social media as a quick way to vet the brand. 

A good social media profile can offer valuable information and opportunities for engagement. But not having a social account, or having a poorly managed one, will only serve to scare off potential customers.

Loyalty Programs

It may seem obvious that a loyalty program will help build brand loyalty, but we can’t overlook their effectiveness. In fact, a Forrester Research report found that 72% of adults belong to at least one online loyalty program. Additionally, it showed that customers join loyalty programs to save money, which ultimately influences what they buy. 

A loyalty program can be as simple as sending coupons via email or setting up a system in which certain actions trigger special discounts. Think about what your business has to offer and the unique ways that customers could interact with your brand. You will often find restaurants and coffee shops that offer loyalty cards, where customers receive a free sandwich or beverage after a certain amount of purchases. Perhaps you want to drive more in-store traffic, so you could offer a free service or a ship-to-store option to bring more people to your physical location.

Whatever you choose as a loyalty program, be sure to make it simple and easy for your customers. The purpose is to gain customer trust through positive experiences, so avoid any complicated rules or fine print that might cause frustration.

Customer Service

Since most businesses offer a similar range of products, excellent customer service can serve as a defining part of a brand that encourages loyalty.

It’s common for people to look for assistance online, hoping to avoid hold times and automated directories. For this reason, a great way to provide customers with quick answers is a Frequently Asked Questions page on a company’s website. 

Taking it a step further, many online businesses will feature a customer service dialogue window or chat-bot that can take care of customers instantly. 

Transparency

Simply put, customers are loyal to brands they can trust. And when it comes to earning their trust, transparency is key.

Business transparency means being forthright about various company operations that may be of public interest. Transparent companies share information relating to performance, revenue, internal processes, sourcing, business values, etc. 

Take, for instance, the beauty industry. When selling cosmetics, it’s extremely important for customers to have access to product ingredients. Making the ingredients easily available on labels or packaging can build trust with cosmetic consumers because it reassures them that the products are safe, cruelty-free, and don’t contain any harmful ingredients.

Of course, each industry will have its own consumer concerns. The sourcing of gemstones, the working conditions of clothing factories, and charitable contributions of non-profits have all been subjects of public scrutiny. 

So, what is it that raises eyebrows in your industry? And how can you make it more transparent to your customers?

By showing your customers you’re not hiding anything from them, you’ll build their trust in your company and earn their loyalty.

Building Brand Loyalty (Part 1)

There are brands we recognize, and then there are brands we live by. 

When we talk about brand loyalty, top names like Apple, Nike, and Disney come to mind. Undoubtedly, there are people who use Apple products exclusively, those who collect hundreds of Nike shoes, and those who can recite the lines from any Disney movie ever made. 

These brands all have loyal customers, and they didn’t get them by accident. 

And yes, they’ve spent decades building their brands, but there are basic branding principles that can still help younger or lesser-known brands become more recognizable and competitive within their industry.

To kick off this series about brand loyalty, let’s begin by understanding why it’s so essential to a brand in the first place.

Why Loyalty Matters

Some business analysts will argue that brand loyalty no longer exists. And yet, the success of the brands mentioned above tell us otherwise.

Not only does brand loyalty exist, but it’s also necessary for a business to achieve long-term success. 

A brand cannot sustain itself on new customers alone. If a business were built on one-and-done transactions, brand awareness strategies would be ends in themselves.

However, we know that it takes more than brand awareness to maintain sales. We know that converting a lead is good, but creating a loyalist is even better. 

The conversion to brand loyalist is the reason we, as marketers, map out customer journeys and work on nurturing relationships with current customers. 

So, while we may think of brand loyalists as returning customers, they are much more than that. Brand loyalists help build a brand’s reputation, provide valuable feedback, and encourage others to experience the brand with them.

Let’s now take a look at how to recognize a brand loyalist...

Recognizing Brand Loyalty

Loyal customers exhibit four buying behaviors: 

  • They spend more money per transaction
  • They buy more frequently
  • They invest their time willingly
  • They refer you to their family and friends

Given these four behaviors, do any of your customers come to mind? 

Think about why they might be loyal to your brand. Do you offer an exceptional product? Excellent customer service? A great location?

While one good reason may be enough to get someone through the door, it’s often a combination of positive experiences that keeps customers coming back.

If you’re uncertain whether these four buying behaviors are applicable to your customers, it may be a good idea to set up a system in which you can keep track. Many businesses collect customer data during transactions, such as phone numbers and email addresses. 

This data can provide insight into how much of your business comes from repeat customers and can help you establish parameters around what your business wishes to define as a loyal customer. 

Take this week to pay attention to the loyalty displayed by your customers. Which buying behaviors do they exhibit? What are some opportunities for building loyalty with them?

Want to learn more? 

Come back next week for Part 2 of Building Brand Loyalty, as we’ll examine the basic ingredients needed for building brand loyalty.

Performing a Digital Business Audit

While looking ahead to a new year of marketing projects, it’s a good idea to include a digital business audit in your plans.

It is typically recommended that a business perform a marketing roadmap audit at least once per year. 

Depending on your business, you may even want to consider running them more frequently. The more often you perform an audit, the more you will learn about your company’s digital footprint. 

For example, Peak Activity takes a holistic approach to digital business audits by performing in-depth analyses that include marketing, technology, and operations to ensure the best possible experience for customers.

What is a Marketing Roadmap Audit?

A marketing roadmap audit is a comprehensive report detailing the strengths, weaknesses, and milestones of your marketing efforts. 

This often includes an assessment of your omni channel experience by breaking down the following:

  • A/B Testing Results
  • Brand Identity
  • Brand Messaging
  • Conversion Rate Optimization
  • Email Marketing
  • Google AdWord campaigns
  • Search Engine Optimization
  • Site speed
  • Social Media
  • UX/UI
  • Website Compliance
  • Website Conversion Paths

Why Do I Need a Marketing Roadmap Audit?

A marketing roadmap audit is all about insight. It can offer a fresh perspective on your business with data-driven reports that support industry best practices.  

Whether your business has grown, downsized, or stayed the same in the past year, it’s important to understand why. 

Suppose your key distribution center experienced a natural disaster in the past year. To get a realistic picture of how the company performed throughout the year, you will likely need to consider the conditions or effects of the disaster that may have had a lasting impact. If you discover that a halt in operations created an additional set of problems, your roadmap audit can shine a light on any adjustments needed for the next year.

To put it simply, in order to get where you’re going, you need to know where you’ve been. Therefore, a marketing roadmap audit is your starting point for a new year of plans.

How to Perform a Marketing Roadmap Audit

A marketing roadmap audit can be a huge undertaking. Depending on the size of your business and the industry, you may be able to perform your own audit, but many businesses tend to hire an outside agency for their expertise.

The nature of an audit is to examine previous records, which means that you’ll need to start by reviewing the business plans and goals from the previous year. 

Questions to consider may include: 

  • Were timelines adhered to?
  • Were goals met?
  • Were there any unforeseen circumstances that impacted sales?
  • Did you stay within the budget?
  • What were some of the pain points experienced?
  • What were the most successful topics for content?
  • What are customers saying/experiencing?
  • How do we rank among the competition?

Data and insights should be analyzed separately, as well as a broad overview. To understand how things should work, it’s important to have a firm grasp on how they currently (or previously) work. Planning for the future becomes much more manageable once past issues are addressed. 

If you’re interested in contracting PeakActivity to perform your marketing roadmap audit, contact us and we can help!

Creating an Effortless Experience for Clients on your Website

There is an increasing acceptance that the key to business success in a digital world is to provide an outstanding customer experience. Customers, often unwilling to put up with painful interactions, can and will abandon a site if the user experience causes even the smallest complication. 

What could be the solution to a website providing a poor user experience? Spend some time on your website or application, and while doing so, ask yourself what could be done better to decrease the frustration experienced by a common user. Put yourself into the shoes of your customer, so that your own familiarity with the site doesn’t get in the way of identifying common issues.

Are you looking to create an effortless website experience? Here are a few tips to a seamless website creation process: 

  1. Don’t just solve the current issue, head off to the next issue.

Great user experience will always put you one step ahead. It is best to know and understand your website so you can predict the next issue that your users may experience and offer solutions to that issue. Does your website have a page that offers classes? After viewing that page, people will likely be interested in signing up. So, you need to give them that opportunity to ensure their user experience is positive. 

The smart washing machine is an example of this issue. Samsung was already aware of the problem with their smart washing machine, therefore, consumers likely expected to receive an email with more information about the process of connecting the washing machine to the corresponding phone application. For ease of use, this information could have been included in the specs of the washing machine, better-allowing consumers to evaluate the pros and cons of the smart washing machine and make an informed purchasing decision.

  1. Do the thinking for them. 

Designers need to spend time when creating the website to decide the target market, what they are looking for, and what they will gain from spending time on the website. When a website has too much information, it detracts from the interactions taking place on the site. The more choices displayed on a page, the easier it becomes for site visitors to refrain from choosing anything and ultimately leaving the page altogether. Make sure you give clear calls to actions so that customers know exactly what action they are supposed to perform and when. 

Providing prospects with great user experience is critical to the success of your business. The goal of each website is to provide a positive user experience. You don’t need a complete website redesign to improve the user experience of your website. All you need to do is make changes that will result in easy and pleasant user experience. You’ll be surprised just how much of a difference these little changes can have on customer satisfaction and revenue.

What is an Omnichannel 

Originating in retail, but applicable to any industry, the term “omnichannel” has been a buzzword for the last several years. Omnichannel is an approach to sales that seeks to provide customers with a seamless shopping experience, whether they’re shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store.

With each part operating on its own, customers may not recognize disparate channels as part of the same marketing effort, and this can be either confusing or instill a lack of customer confidence in your company. That being said, it is hard to create a true omnichannel with so many complex tools and systems that are unable to talk to each other. 

The future of shopping 

Whether customers visit a brick-and-mortar store or a website, whether they connect through a mobile app, a printed catalog, social media, or a phone call, marketers have to provide a seamless experience, regardless of channel or device.

Omnichannel is consistent, yet unique. It provides consumers with a means of purchasing through numerous different platforms, while also communicating and showing awareness in a way that is consistent with the platform the consumers are utilizing during their stage of the customer lifecycle. 

Nearly 75% of shoppers say they use multiple channels to compare prices, hunt for discounts, or use in-store tablets to shop online. Linking your online and in-store business is essential to stay competitive. By creating a fully connected eCommerce platform, shoppers can buy whenever they want, through any channel, on any device, and expect a variety of delivery options. 

Room for Growth 

Consumer demand for flexibility and choice is driving the pace of technology innovation in commerce, both online and off. Omnichannel retailing is a fully-integrated approach to commerce, providing shoppers with a unified experience across all channels or touchpoints.

Part of an omnichannel strategy is flexibility. New channels emerge and steal attention from incumbent channels. Brands with robust omnichannel strategies often rely on a headless commerce architecture, which allows brands to flexibly offer commerce anywhere there are customers. 

Unlock new channels for growth and future-proof your business with an omnichannel approach.

The Why and How of Product Images

We live in a visual world where image matters. The virtual world is no different. Photos and videos are the first things consumers see on your website. The question is, are your images compelling enough to keep them browsing, and eventually, convert?

Customers come to your site with lots of questions about your products, product features, and overall brand. They’re also wildly impatient. They expect page loads under 3 seconds and effortless, intuitive UX. And once they find what they’re looking for, they’re making faster decisions than ever. Great product photography is critical in those key decision-making moments. It tells the customer who you are, what you have to offer, and more critically, if you can help them, and it all happens almost instantaneously. So, how do we create those high-quality, conversion-worthy product photos?

5 Steps to Your Best-Ever Product Photos

 

  • Simple Is Best: Let Your Product Shine.

 

Congratulations. A customer—Ella—has come to your site with questions about your product. Now, will she find the answers she’s looking for in your photography or will she bounce? Step one is basic: make sure Ella can see your product in detail by shooting it against a simple white backdrop. Showcase your products without distraction so that she can find the precise features she’s looking for. Remember, your job is to anticipate Ella’s needs before she’s even aware of them. This could mean shooting multiple angles to ensure every detail shines. Help Ella imagine what it would be like to have your product as her own and she might even convert.

 

  • Reinforce Your Brand with Lifestyle Photography.

 

Wonderful, your product photography is aces. But your customers also want to see your product in action. Use lifestyle shots to tell the story of your product, answer customer questions, and let them know what your brand is all about. Remember Ella? You’ve built some brand equity simply by answering all of her product questions—and quickly! Now’s your chance to cultivate brand loyalty by forging an emotional connection.

Are you casting your lifestyle shot? Consider your key customer personas as you select the people and places in your shot. Does your cast reflect the diversity and demography of your customers? And what does the location say about your brand?

 

  • Make Sure Your Lighting Is Just Right. 

 

When taking your product photos, don’t forget about lighting. If your product is the star, lighting is your best supporting actor. She sets up your star for success and definitely adds drama.

Natural light can be a terrific, easy, and affordable option. The sun can be a little overbearing when taking your photos outside, so it’s best to use the natural light coming through your windows to give you the perfect lighting. Your window will need to be large enough to fully light your product. If you don’t have access to a window that will provide enough light, you can shoot your product photos outside. If the light on your product is too bright or direct, try to distribute the light to better showcase your product. You may consider using a reflector. This will help you direct the light exactly where it needs to be to showcase your product for your best product photos.

Unfortunately, you can’t always depend on the sun for consistent product photography. If you’re shooting a volume of products, you’re going to need a basic studio setup. This includes a camera, white backdrop, different backgrounds, and a light box with two light bulbs. Pro Tip: If you can’t use natural light, use a fluorescent light bulb. These bulbs produce light that most closely resembles natural light. Fluorescent bulbs will give you that natural light look even when the sun is nowhere in sight.

 

  • Consistency Is Key.

 

The product images on your website should be similar in look and feel. For product detail images shot in studio, this means consistent backgrounds, lighting, and angles. You’ll also want to crop images so that the products are sized and scaled consistently across your site. Taken together, this consistency will help our friend Ella quickly sort through your many fantastic products, answer any lingering questions, and with any luck, finally convert.

Lifestyle shots don’t need to be quite so regimented. But remember, you worked hard to create lifestyle images that tell the story of your brand. And you want that story (and overall creative direction) to be clear and consistent as well. Consider creating a simple style guide that documents all of your image requirements for both product and lifestyle images so that you have a lodestar you can return to time and time again.

  1. Optimize Your Images for Quality and Site Speed.

You’ve taken some beautiful product photos. Now it’s time to optimize them so that they look their best without slowing down your site.

JPEGs are the best option for your typical product or lifestyle photos. Optimized properly, they’re the smallest and highest-quality files. Experiment with quality levels as you save your initial images, with the goal of setting a site-wide standard. You’re trying to strike a balance between quality (meaning no noticeable deterioration in the image or obvious pixelation) and file size.

PNGs are a good option for images that have text like a logo or banner. When graphics with text lose quality, they can appear pixelated. PNGs reduce that pixelation so that your text reads as clearly as possible.

The most common mistake when doing product photography is a lack of proper equipment. To make your product shine, you will need to use the right camera, lighting, angles, and composition. Change up your background, create different perspectives, and move things around until you have the right angles. Your photos are the first thing your consumers are going to see, so make them compelling enough to result in conversion.

Great product images tell a story. They tell your customers who you are, how you can help them, and can spark a long-term relationship between you and your customer. We hope our simple steps have given you the tools to produce effective product photography and will help you chart a path towards a faster, more relevant and compelling site.

Kubernetes as the future of infrastructure

Container organization allows developers to package applications to be deployed more easily and quickly. Containers are enveloping the world of software development for companies of all sizes, from small startups to Fortune 100 companies. The momentum behind Kubernetes, as the future of infrastructure, will not be slowing down any time soon.

What is Kubernetes?

Kubernetes is a platform first developed by a team at Google. The goal of Kubernetes is to provide a container management system. Kubernetes has rapidly become the most popular among the engineers at Google, with many other companies actively contributing to the project. By leveraging Google’s extensive experience of running software on a large scale, Kubernetes can now help run software in a modern cloud environment.

How does Kubernetes work?

Let’s say an application environment is your lunchbox. The contents of the lunchbox are all made and assembled before you put them in, and changing one item in the lunchbox does not impact the other. Each piece is isolated in its own container. The Kubernetes system is like a lunchbox that allows for the expansion of certain contents (scaling), with the isolation of every unique item and the ability to remove any item without affecting any of the other contents (immutability).

Kubernetes eliminates many of the manual processes involved in deploying and scaling applications in containers.

Kubernetes is an open-source platform that automates container operations. With containerization as a trend that’s taking over the world, Kubernetes allows people to run all kinds of different applications in a variety of different environments. If you need to keep track of many different containers, schedule them, and orchestrate them, Kubernetes is your solution. 

Be That Voice in Your Customers’ Heads

How to Brace Yourself for the Voice SEO Revolution

Voice AI assistants are rapidly colonizing consumers’ homes. Amazon’s Alexa voice assistant has infiltrated its way into over 60,000 different gadgets, from your smart speakers to your car. Over forty percent of adults say they use voice search every single day, a prime opportunity for you to market your brand.

Marketing to all these people with all these AI voice options might seem a little tricky. The search results on your Alexa sound a little different from what you might find on regular ol’ Google. But, optimizing your marketing plan for voice search can be critical to your SEO (search engine optimization) success.

Be the answer to every question

Voice search smart assistants Siri, Alexa, and Cortana are making us rethink how we should manage our SEO strategy.

Consider a consumer who asks, “Alexa, is rice gluten-free?” Now, imagine you are a company that has recently developed a gluten-free rice product. You can already see the intent to buy, so all you have to do is put yourself on the other end of that question.

The same question in a text search would probably come up with a list of gluten-free rice brands and brand comparisons. You already know how to set your SEO for text. But the customer asking that question using voice search probably expects a response merely telling them yes or no and suggesting one brand and one price.

The SEO strategy to become that one company listed comes down to how well your content answers direct questions. Voice SEO categorizes by most popular, through continuous testing of conversion rates. Think of it as a constant race to win that one buyer.

Another aspect of voice SEO you may not have taken into account is tone. The tone of voice search is more natural and conversational. This means that your business, your website, and your content should also sound more like that.

It’s like shopping, but without the shopping

Beyond simply marketing your brand, consumers are starting to use voice search to actually purchase your products.

Right now, the options a customer has on a smart speaker consist mostly of hearing what the cart contains and adding and removing products. Walmart recently partnered with Google Assistant to introduce Walmart Voice Order.

So a consumer could order copious amounts of gluten-free rice without ever knowing about your brand. When they order the rice, they probably won’t hear options for a brand or anything else. The assistant simply provides you a “best match” product and brand based on previous purchase habits or recommended items.

So how can you become that “best match” brand? The answer is again voice SEO. Your SEO should adapt to create content that answers the direct search. It’s a winner-take-all game. Once a user has purchased your product, it will begin to populate their recent searches and product recommendations so the likelihood of repeat buys is increased.

Conclusion

Voice SEO should definitely be up your sleeve as part of your marketing bag of tricks. Voice AI is not going away anytime soon as more and more people embrace this technology. Voice search acts as a medium of instant answers and instant eCommerce, so if you’re going to optimize for voice, make sure exact matching is one of your SEO priorities. Take into account your speed and your tone. Users want direct, specific answers and they want them fast.

PeakActivity works hard to create future-proof eCommerce solutions. Voice SEO is the future of commerce and we’re on it. If your customers could benefit from finding you by voice search, we can help you out with that. eCommerce is moving to voice and you need to move with it. Check out our website for more information.

“The Kardashian Effect”

It’s easy to make fun of the often absurd world of social media influencers. While delivering 11 times higher return on investment (ROI) than traditional marketing, influencers have taken over the world, and the companies who are hesitant to jump on the influencer marketing bandwagon are missing out.

The concept of an “influencer” may seem abstract to some marketers, but influencer marketing has become increasingly complex over the last few years. Companies need to know how to simultaneously leverage the right levels of influencers to maximize their brand awareness and drive the greatest results. Here’s how it works.

It’s like getting a recommendation from a close friend who cares.

While some companies have dismissed influencers as superficial or not important, your potential customers have real and authentic relationships with them through social media. Product tutorials and endorsements from trusted sources are influencing people to buy things on social media and influencers carry more weight with customers than anyone could have previously imagined.

Influencers are EXPERTS. They offer deep expertise in a specific area. When a beauty influencer features a makeup brand that she uses every day, her followers are going to trust that she uses “the best products” because they trust her recommendations are authentic. Influencers gain the trust of their followers by bringing them into their inner circle and sharing their lives while using the products.

Influencers are CONNECTED. It’s not always about the number of followers on a platform. Social media influencers, including nano- and micro-influencers, have higher engagement rates of quality followers. This deep level of interactivity builds relationships and is critical to why social influencers are so valuable to any marketing strategy: it’s a platform of trusted fans that facilitates a receptiveness to a brand.

Influencers are AUTHENTIC. The best social influencers are authentic; they have a passion for a brand or product, which shows in what they endorse or recommend to their followers. To their target audience, they are the authority in whatever niche they’re occupying. They’ll tell it like it is with no filter.

Seeing is believing…

Ok, you believe you need influencers, but where do you start? It’s time to find fans of your product or brand. The biggest challenge for most marketers today is finding relevant influencers, people who believe in their brand.

To be successful in influencer marketing, you can’t work with just anyone on social media. You need to find the influencers who would actually believe in your product or service. If they love your product, they will talk about it to their audience in a way that is authentic. If you interact, engage, and help promote them, they will be brand promoters for life.

When looking for influencers, you also want to consider the following: 

  • How do they interact with their fans when not promoting content. What types of comments do they write back to their fans?
  • What is their content style? How do they create content and does it align with where your brand is going?
  • What have you done to engage with them? Influencer marketing is a two-way street, so you can’t expect to get what you aren’t willing to give.

PeakActivity has an incredible social media marketing team that can get in touch with the right influencers for your business. They’ve done it for a bunch of companies with a crazy amount of success. No, for real, they know what they’re doing. Visit our website to learn more.