Marketing is all about bringing people together to build mutual relationships, which creates trust between the brand and the consumer. When marketing activities are coordinated properly, this trust between the parties involved extends to business success. However, it is essential to understand the place and responsibility influencer, social, and search marketing play in today's marketing landscape. As a business or marketer, your objective is to focus all the marketing efforts in an overall strategy to increase your leads and sales.
When making a comparison between influencer marketing, social media marketing, and search engine marketing, it is essential to understand their roles. In the old days, marketing was targeted more towards the "advertorial." Today, marketing is very much about creating a story that provides value to a larger group of people and not trying to sell. It is about emphasizing the quality of the product and its benefits, and not just promoting its worth. However, this is quite similar to the marketing of the old days.
Influencer marketing is the partnership between a brand and a figure known for its influence on its niche audience. Brands partner with influencers to promote their products in a transparent manner that will also add value to their customers. Today, influencer marketing is mostly used on social media channels such as YouTube and Instagram. Once the collaboration between the brand and the influencer occurs, both parties get down to a pre-defined set of activities and strategies.
Influencers are a very effective means of spreading a message directly to those interested in your brand. The common denominator among influencers is their ability to draw attention; therefore, they generally produce a much more focused message than a general broad-reaching advertisement. It is important to note that not all high influencers are truly influential. The only way to know is to understand their target audience by reaching out constantly to their already existing audience and observing their interactions, both of which are available in most metrics and reports of social media tools.
Social media marketing has taken the world by storm. Social media has now firmly taken second place in the popularity contest by garnering a whopping 32% of the online audience compared to direct search. However, this marketing technique is not just about using Facebook, Twitter, Instagram, Youtube, Pinterest, and many other platforms to promote a product. It is about providing value to your target audience in a short and effective way. It is about establishing a community and keeping them updated on the latest news that is relevant to them – be it about a product you are offering or even just fun and random on occasion. It is about interacting with your customers and followers and establishing the trust and confidence that will make them loyal to your brand.
Marketing on social media works best when you have established your brand. When customers trust your brand and the nature of your business, you will be able to establish a strong online presence. Trust in your brand is achieved through consistent posting of quality content on social platforms, interaction with customers and other business associates, and responding to feedback openly and transparently.
Search Engine Marketing, also known as SEM, is the product of strategies and campaigns that are geared toward improving the ranking positions of their a brand in a search engine results page (SERP). Search marketing activities will typically include identifying keywords, target audience, effective call-to-action, content optimization, and finally, advertising. Search engine marketing creates a sales funnel that incorporates a mixture of the previous two mentioned strategies, as well as SEO.
When considering using SEM in your marketing campaign, it is essential to realize that money alone will not buy you success. Understanding consumer behavior patterns through analysis of their search terms, current news, and views that may affect their response to your product, along with the pricing strategy of your products and services, are important factors to keep in mind.
All three marketing methods (influencer marketing, social media marketing, and search engine marketing) have their own important place within the marketing world. They have strengths and weaknesses, but brands and marketers must utilize them to increase their sales and generate leads. Search, and social media marketing will most often be used as a tool and element within an overall marketing strategy. But with all that said, it is key that you understand the difference between the various marketing techniques and how each one can be used within a larger strategy to maximize your business growth.