By Ravi Kumar
The digital marketing world is constantly shifting. Every year, new platforms emerge, causing the changes. If you belong to this world, you know how vital it is to follow up on the latest trends.
The ever-present problem is related to human nature, namely
the fear of change. In digital marketing, this means that marketers have become
too accustomed to having a plethora of performance data available. This is the
primary reason why many companies still heavily rely on content, social media
and email marketing. All of these channels include metrics, giving more control
Even though these approaches still work and they will remain
viable for a long time, shifting to another marketing channel can bring
significantly better results. In this article, we are going to go over
influencer and ephemeral marketing approaches, how they can help you grow, and
Marketers avoid using these two marketing channels because
tracking performance is a bit more challenging. However, with a smart approach,
it is possible to track results and decide how effective the approach is. These
are some ways in which you could do this:
- Specific linking – Before the
influencer’s video or post goes live, it is necessary to create a specific
tracking link. This is going to provide details about the effects of the
marketing strategy. Doing this is especially fruitful if you are working with
different influencers, as it will show which one is the best for your business.
- Monitoring website traffic – Even though
creating a tracking link provides in-depth information, if you are planning to
raise your brand awareness, you can deduce the results by monitoring traffic on
your website. Once the post or video is live, you can see how many people are
flocking to your company’s website.
- Capturing a surge in sales – If you are
promoting a product, you already know what your current sales are. Pay
attention to the spike that occurs, and you will know how effective the
influencer is. However, adding a tracking link will give you a better insight
into your conversion rates.
Combining all of the three methods is going to allow you to
track how well your marketing strategy is performing. Choosing solely one
method is not going to provide enough information. It is not as automated of a
process as with other marketing channels, but it is possible to track results.
You simply have to be a bit creative.
Influencer Marketing – Authenticity Makes an Impact
The modern customer is quite different than one from two decades ago. People now want to know more and the amount of research they do reflects this fact. Also, a lot of trust is put into online personalities, as the raw content they create is authentic, creating a powerful trust bond between the person and his or her audience. This is precisely the missing element in PPC campaigns, no matter how well they are designed.
By choosing to advertise with an influencer, you are heavily relying on the authority that he or she has with their audience. Basically, the influencer is vouching for your product or service, bringing thousands of people to your brand instantaneously.
To understand the power of this approach, we can all refer
to PewDiePie, the YouTuber with the most subscriptions, who skyrocketed the
success of the game Flappy Bird. Once he published the video, it went viral
counting millions of views. It all resulted in at least half of the audience
downloading the game and, through word-of-mouth, it became a worldwide
phenomenon. This clearly shows how much potential collaborating with
But, before getting in contact with an influencer, it is necessary to perform market research and dedicate a decent budget for the whole endeavor. Every influencer has an audience that is interested in a particular niche, some are focused on lifestyle topics, others on reviewing products, whereas some run entertainment shows. Your goal is to pick influencers from your own niche. This is going to bring much better results for your marketing campaign.
Ephemeral Marketing – A Powerful Marketing Approach
In 2011, Snapchat brought a great change to the online
world. It’s daily story and disappearing messages gave the opportunity to
brands to advertise in a completely new way. This is the reason why many people
have flocked to this social media network.
The psychology behind disappearing messages emphasizes that
a deal is limited and will expire soon, increasing the conversion rates. This
feature works neatly, making calls to action more effective, as social media
network visitors experience this content as exclusive.
Measuring performance is quite limited here. That is the
main reason why some of the marketers are not on the platform. Getting out of
the comfort zone is very important, especially in the marketing world, where
you can get significantly better results by testing out new platforms.
The power of ephemeral marketing is supported by the fact
that Instagram and Facebook have also adopted a similar functionality in their
Additionally, social media networks are personal, therefore,
building a big following on them is a great way to start building better
relationship with customers.
Making the Right Choice
Both of the abovementioned methods can be quite effective,
but it is necessary to know what you are doing.
When it comes to collaborating with influencers, it is
necessary to spend some time researching before you contact him or her. Study
the content of the videos, and try to figure out how your product would fit in
the influencer’s video. Also, never focus on a single personality – you should
be looking for several different influencers to collaborate with.
This is more likely to offer variety in pricing, but it is
also important for testing this approach. Once you have made the deal with the
influencers, and the videos are out, it is necessary to track the performance
of each one.
The best approach is to have videos published every two
weeks from different influencers, as it is going to be easier to measure the
performance of each separate video. Once you have collected the data, you can
pick one or two of them for future collaboration.
On the other hand, ephemeral marketing requires you to
remain active on social media networks. No matter where your brand is appearing,
it is necessary to point the people to your social media networks such as
Instagram or Snapchat. When it comes to these platforms, it’s important to
create “cool” content that will keep people engaged.
Once you have a nice following, it’s time to start doing
promotions to reap the rewards. The more followers you have, the better the
results are going to be, so remember to give your best to increase your social
For example, a great strategy is to work with both of these
marketing strategies. The goal is to build your own social media networks and
get in a position similar to that of an influencer. Therefore, while you are
working with influencers, work on a deal that includes a shoutout.
This will make the personality mention you in their video or
blog post, and include a link to your social media accounts. Over a short
period of time, you can expect a higher number of followers across all social
media networks, making your ephemeral marketing game much stronger. Be creative
and utilize these two methods more, you are going to love the end results.
Using these two methods is definitely something you should incorporate in your digital marketing strategy. Remember not to forsake the usual digital marketing strategies you are working on. The best results are going to be achieved by using different marketing channels, as you are going to diversify your strategy. Even when one is not going too well, the other is still going to bring in new customers.
There are plenty of options you can go with, all you have to do is work with a creative team that will combine different marketing elements for stable growth. Make sure to use influencers and ephemeral marketing – it might be costly, but it will pay off in the long run.
Featured photo credit: Depositphotos
Source: Small Business Bon Fire