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5 Things to Look for in Influencers for Small Business Campaigns

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Influencers

Influencer marketing has evolved into a multi-billion-dollar industry throughout the past few years. Big companies from every industry have been known to employ this strategy. Influencer marketing can assist brands in reaching their goals in branding as well as engagement, sales and much more.

And you don’t need to be a large corporation to benefit from influencer marketing. Small, local businesses are able to benefit from the method, too.

But, the success of your campaign is contingent on identifying the best social media influencers to promote your brand. It can be daunting at times, especially for smaller brands with few resources. 

So, if you’re a smaller company that is interested in influencer marketing, read on to learn what you should be looking at when it comes to finding influencers.

Before we begin – where can you find influencers?

There are three methods of locating influencers:

  • Social media
  • Influencer marketing platform
  • Influencer marketing agency

The most efficient way to accomplish this is through an agency. However, it’s also the most expensive choice, which is probably not an option for many small-sized brands. And an influencer marketing platform requires a subscription, but it’s much less than an agency.

Utilizing this kind of software, you’ll discover influencers more quickly than if you use social media in a direct manner. However, if you have a very limited budget, do not rule out searching directly on social media. It’s not the easiest method and requires more manual work, however it’s completely free.

To decide which option is most suitable for you, consider your goals, the resources available and your budget. Whatever option you choose, it is essential you have access to performance metrics. They can be obtained through the agency you choose to work with or from an influencer marketing platform, or you can request that influencers provide you with their media kits.

What to look out for when it comes to finding influencers

Let’s examine the various metrics and characteristics small-scale businesses should take note of when it comes to influencers.

  1. A follower count that fits with your budget

Prices for influencers are affected by a number of variables, including follower count, engagement rate, country, as well as the type of content you’re asking them for.

Follower count is among the easiest methods to quickly gauge more or less how much an influencer will cost. To explain more about this, let’s first arrange influencers into six tiers:

  • Nano influencers, 1-5K followers
  • Micro influencers, 5-50K followers
  • Medium influencers, 50-100K followers
  • Macro influencers, 100K-1M followers
  • Mega influencers, 1M+ followers
  • Key opinion leaders, no particular range of followers.

The Medium tier is where influencers start to exclusively accept collaborations that include some type of fee for services, and rates begin to get higher faster. Mega influencers can cost tens of thousands of dollars per post, or even more! The unfortunate truth is that if you’re a small company, you simply can’t afford this.

Likewise, a KOL (or key opinion leader) isn’t always the best option for you, either. KOLs are respected experts in their industries, and their influence isn’t limited to social media (that’s why they have no set follower range). They can also be expensive and difficult to communicate with, due to very busy schedules. So for small companies, it’s better to look elsewhere for your collaborators.

Fortunately, there are plenty of alternatives for small-sized companies. Nano influencers, who have 1-5K followers, typically work with brands for free products alone. Micro influencers, with 5-50K followers, might collaborate for free products alone, or for products plus a small fee. 

You might think that these influencers, with relatively small numbers of followers, won’t be able to make any difference in your marketing campaign. But don’t be fooled, as they have the highest engagement rates among all influencers, which leads us to the next point. 

  1. Good engagement rate

Engagement rate is the measure of the interaction between an influencer and their followers. The more followers trust and like the influencer’s content, the more they’ll interact with it. And, the closer an influencer’s connections are to their audience, the greater chance they have of translating this engagement into a relationship with your company. 

As small businesses don’t have the resources to pay for influencers who have millions of followers across the globe, it’s more effective to market your brand to highly engaged, specific niches. You connect with fewer people, true. But, quality over quantity.

So how can you tell if an influencer has a good or bad engagement rate? Compare their rate with the average engagement rate of similar influencers. This can be done using the help of an influencer marketing platform, or get the influencer’s media kit and research the benchmarks of their segment.

Be aware that engagement rates averages differ based on the categories, social networks, and number of followers. Don’t make the mistake of comparing TikTok creators with the rates of Instagram influencers, for example. Also, don’t compare fashion influencers who have 5K followers against sports influencers with 500K followers.

Also, be on the lookout for extremely low or high engagement. If it’s extremely low, it means that people are not interested in the influencer’s content. Or, their followers might be inactive or fake. If it’s very high, it could indicate that the influencer has purchased fraudulent engagements (like fake comments or likes).

  1.  An authentic and genuine audience that matches your goals

Every marketing campaign must keep its target audience in mind. You can’t succeed if you don’t know who you’re directing your campaign at. Knowing your target audience also helps you make better choices when choosing which influencers to work with.

When you’re finding influencers, analyze their audience in addition to their performance stats. Examine demographics, such as gender, age, country, interests and language, to ensure that the influencer has the ability to get you in touch with the right people. If you don’t have access to these details, ask the influencer for that info.

An audience location analysis, showing that more than half of this influencer’s audience is interested in surfing.

When you look at the audience of an influencer, be sure to verify the authenticity, too. Perform an audit on fake followers to eliminate those influencers whose audiences are made up of mostly bots. False followers are said to have cost companies $1.3 billion in the year 2019. And as a small company with a small budget, it’s important to avoid wasting your marketing dollars on bots.

An authenticity analysis showing that 8.46% of the influencer’s followers have exhibited some type of suspicious behavior.

There are several ways to identify the presence of a bot:

  • No profile photo or biographical details
  • Names that appear to be random string of numbers and letters
  • Very little or no content, or content that looks like ads
  • Comments that appear out of place or unnatural, as they were they were not written by a real person

Validating the authenticity of your audience is a vital step in making sure that you choose the best influencers to promote your small business.

  1. Local presence

Large brands have the ability to work with influencers around the world because their businesses are internationally based. However, for small businesses the rules are different. And it is better to remain local.

Why is that? Local influencers will be able to better understand the culture of your brand and may even come to visit you if you have a physical store or location. In addition, local influencers can help you connect with people who live in your region, who are, at the end of the day, the people who are best positioned to become your customers.

  1. Personality and content that is aligned with your brand

The last one applies to every brand that is involved in influencer marketing: Look for influencers who are aligned with your company. That is, followers shouldn’t have to wonder why the two of you have teamed up.

This can’t be quantified by data, therefore it is essential to examine the profile of an influencer and trust your intuition. Think about questions like:

  • Does this influencer produce content in the same style that my company does?
  • Is their content quality in line with my expectations?
  • Will their voice be able to transmit my message?
  • Does the influencer uphold the values of my brand?
  • Does their style mesh with my own?

Prioritizing influencers who align with your brand’s values can lead to more authentic, credible collaborations.

Conclusion

Influencer marketing is an enormous market, and even small businesses can utilize this technique to improve their performance. Remember that the success of this strategy is contingent on the selection of the best influencer to work with.

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Business

How To Increase Your Company’s Profits?

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Company's Profits

If you’re looking to increase your company’s profits, there are a few things you can do. Keep reading to find out what you can do to make your business more profitable.

Implement diversity, equity, and inclusion practices.

There is a lot of research that supports the notion that diversity, equity, and inclusion (DEI) are a must in the workplace. DEI can help you increase your company’s profits by creating a more inclusive environment where all employees feel valued and can contribute their best work.

A study by McKinsey & Company found that companies in the top quartile for racial and ethnic diversity are 35 percent more likely to have financial returns above their respective national industry medians. Furthermore, companies in the top quartile for gender diversity are 15 percent more likely to have financial returns above their respective national industry medians.

This research shows that a more diverse and inclusive workforce is a financial boon for companies. DEI policies and practices create an environment where all employees feel valued and can contribute their best work. This in turn leads to innovation and improved decision-making.

Seek out CFO advisory services.

A CFO advisory service is a service that provides companies with advice on financial planning and management. CFO advisory services can help companies improve their cash flow, optimize their spending, and make more strategic decisions about their finances. By using a CFO advisory service, a company can get an outside perspective on how to improve its financial situation and increase its profits.

Cut costs and increase efficiency.

One way to boost profits is to cut costs and increase efficiency. Cutting costs can be done by reducing expenses, such as salaries, benefits, and other operating costs. Increasing efficiency can be done by making changes to the way the company operates in order to make it more efficient. For example, a company could improve its supply chain management or reduce the amount of waste it produces.

Set goals and create a strategy.

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There are a few key things that you can do in order to increase your company’s profits. The first step is to set goals and create a strategy. You need to have a plan in place in order to achieve your goals, and you need to be sure that your goals are realistic and achievable. You should also make sure that your strategy is flexible so that you can adapt it as necessary.

Develop new marketing campaigns.

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Developing new marketing campaigns is one of the best ways to increase profits for a company. By creating new, innovative campaigns, a company can reach out to new customers and bring in more business. There are many different types of marketing campaigns that can be used to achieve this goal.

One type of campaign is called an integrated marketing campaign. An integrated marketing campaign involves using a variety of different marketing techniques to reach potential customers. This might include using TV commercials, online ads, and direct mailers all at the same time. This type of campaign can be very effective in reaching a large number of people.

Another type of marketing campaign that can be successful is a targeted campaign. A targeted campaign focuses on specific groups of people who are likely to be interested in the company’s products or services. For example, a company might target women who are pregnant or have young children if they sell baby products. Focusing on a specific group like this allows the company to tailor its advertising and messaging specifically for that group’s needs and interests.

Finally, companies should consider using guerrilla marketing tactics as part of their overall marketing strategy. Guerilla marketing is when companies use unusual or unexpected methods to promote their products or services. This might involve using creative advertising stunts or sponsoring events in unique locations. Guerrilla marketing can be very successful in getting attention from potential customers and helping the company stand out from its competitors.

Train employees on new procedures.

This includes making sure that everyone understands the goals of the new procedures and how their individual roles contribute to the overall goal. By ensuring that everyone is on the same page, companies can avoid confusion and miscommunication, which can lead to decreased productivity and profits.

Another way to increase profits is through employee training on how to improve their own productivity. Many companies offer training programs that teach employees time-saving techniques or how to better manage their workday. These types of training can help employees feel more confident in their abilities and lead to increased efficiency in the workplace. When employees are able to work more productively, it leads to increased profits for the company.

Overall, increasing profits is an important goal for any business. There are many ways to achieve this goal, and the most effective approach depends on the specific business.

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Business

5 Recruitment Mistakes Your Business Must Avoid

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Business

Every manager believes they are hiring the best candidate for a role but may later feel disappointed by a person’s attitude, behavior, or competencies. 

Also, it might feel frustrating if a new employee leaves the business for a reason that could have been spotted during the recruitment process.

Save your business time and money by learning about the following five recruitment mistakes to avoid.

  1. Failing to Promote Internally

The best candidate for a senior position or another role in the business might be under your nose. 

Hiring external candidates can not only drain morale, but it is also more expensive than promoting internally. 

Don’t bypass talented internal employees and consider your team’s competencies, ambitions, and work ethic. Avoid setting standards that few people can meet to widen the talent pool and increase your company’s likelihood.

If you’re unsure about your employees’ skillsets or question their abilities, your business could benefit from a talent management and performance management platform from thinqi.com.

It can not only help your business review your employees’ readiness for a specific role, but also nurture top talent and help a team reach its potential.

  1. A Prolonged Recruitment Process

A lengthy recruitment process could cause your business to miss out on talented candidates.

If the recruitment stages are drawn out, a skilled professional might lose interest in a position and pursue a career elsewhere. 

Remember, many candidates will apply for many roles in an industry, and they might not think twice about accepting another offer.

  1. An Inaccurate Job Description

An inaccurate job description will cause unsuitable internal or external candidates to apply for a position at the company. 

It will not only waste professionals’ time and get their hopes up but also slow down the recruitment process.

Make the experience much easier by writing an accurate job description. If in doubt, ask the head of a department to review the copy to ensure it checks every box. 

It could help you choose from many suitable candidates and avoid wasting time on the wrong applicants.

  1. Using the Same Recruitment Source

Don’t make the mistake of using the same recruitment source for all external hires, as it will limit your company’s talent pool. 

Grab the attention of many qualified candidates by using various recruitment platforms to encourage many job applications.

For instance, you could advertise a vacancy on:

  • Various employment agency websites
  • Local newspapers
  • Job boards
  • Your business website
  • Your company’s social media accounts

The more you advertise a vacancy, the more exceptional candidates you can interview for a role.

  1. Setting Unrealistic Standards

It makes sense you will want to hire an extraordinary candidate for a role. As a result, you might request that candidates have many degrees, niche computer skills, and a specific employment background and characteristics. 

However, if you do so, you might find few people applying for the role, as jobseekers might believe they cannot meet your company’s high (and unrealistic) standards. 

Avoid setting standards that few people can meet to widen the talent pool and increase your company’s likelihood of hiring a talented professional.

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Business

How To Make Your Business More Socially Conscious?

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Business

As a business owner, you have the power to make a difference in the world. By making your business more socially conscious, you can help create a better future for all. And there are many ways to make your business more socially conscious. Below are just a few ideas to get you started.

Create a diverse policy statement and discuss inclusion in the workplace.

What does it mean to be inclusive in the workplace? To be inclusive in the workplace means to make an effort to understand and consider the diverse backgrounds, needs, and perspectives of all employees. This includes ensuring that everyone feels comfortable and welcome in the workplace, regardless of their race, ethnicity, gender identity or expression, sexual orientation, religion, age, or disability status. Inclusive workplaces are those that recognize and value the individual differences among employees. They strive to create an environment where everyone feels respected and valued, and has an opportunity to contribute their unique perspective. Inclusive workplaces also promote equality and diversity, which can help improve employee morale and productivity. Businesses can become more socially conscious and inclusive in the workplace by creating a diversity policy statement, training staff on how to be more aware of unconscious bias, setting an example, offering paid leave for employees with family care responsibilities, and promoting flexible work arrangements.

Choose sustainable packaging to reduce waste.

One aspect of being more socially conscious is increasing sustainability efforts. Many packaging materials are not biodegradable. This can lead to a lot of waste in landfills and other environmental problems. Choosing biodegradable packaging is a great way to be more socially conscious and reduce the amount of waste your company produces. There are a number of benefits to using biodegradable packaging. First, it helps reduce the amount of waste that ends up in landfills. Second, it helps reduce the amount of greenhouse gas emissions that are produced. And third, it helps conserve natural resources. Earthwise Packaging is a company that creates sustainable and biodegradable packaging made from plant materials. The company’s products include jars and other containers are carbon neutral and made from sugarcane instead of plastic. Earthwise Packaging is committed to sustainability and reducing the environmental impact of its products. All of the company’s products are certified bio-based by the USDA BioPreferred program and meet ASTM D6400 standards for compostability.

Advocate for social justice causes on behalf of your company.

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This can include things like working to end human trafficking, fighting for equal pay, or supporting refugees. There are many ways to get involved in these causes, and each business can find the one that best suits its needs and interests. Some companies choose to donate money or resources to social justice organizations. Others may choose to raise awareness about social justice issues among their employees or customers. And still others may choose to lobby for change at the government level. Whatever approach a company takes, it is important that they align their values with those of the social justice cause they are supporting.

Collaborate with other socially conscious businesses.

One way to make your business more socially conscious is to collaborate with other businesses that share your values. This can take many forms, such as a formal partnership or simply working together on specific projects. By collaborating with like-minded businesses, you can pool your resources and expertise to create a bigger impact. You can also use collaboration as a way to raise awareness about social issues. For example, you could team up with a charity to host an event or fundraiser. Or you could work with a local school to promote environmental education. Whatever the project, collaborating with other socially conscious businesses can help you make a positive difference in your community.

Educate employees about social responsibility.

This can include teaching them about the company’s values and how they can make a positive impact in their community. You can also provide resources such as online training modules, articles, or eBooks that discuss social responsibility topics. Employees who are aware of the company’s social responsibility goals will be more likely to act in accordance with them. For example, if the company aims to reduce its environmental impact, employees who are aware of this goal will be more likely to recycle and turn off lights when they leave their workspace. Educating employees about social responsibility can also help create a culture of philanthropy within your organization. Employees who feel connected to their workplace and its mission are more likely to want to give back to their community. This could involve volunteering at a local charity or donating money to a cause that is important to them.

There are multiple ways to make a business more socially conscious, and the most important part is that the business owner or leadership team is on board with the idea. Making a business more socially conscious can help it to be more successful in the long run by appealing to a wider customer base, creating a more positive image, and attracting top talent.

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