Social Media Sucks (for Brands)

GET OFF THE TREADMILL

I’ve spent a lot of time and money chasing success on the socials. Only once did I find one person who, after about 4 months was able to create a moderately successful ad campaign (that’s 4 months at $5k per month experimenting and $3k per month on ads — not pretty math).

Referral Marketing

Referral, or word-of-mouth, marketing is a way to get your biggest fans to help spread the word about your brand. Word-of-mouth referrals drive way more impressions, clicks and conversions that paid promotion because they are authentic and originating from real people with genuinely trustworthy opinions.

Nano-Influencers

As a regular person, the concept of influencers makes me want to roll my eyeballs into the back of my head (a completely different rant for another day). However, startups with a limited reach, may be trying to find inventive ways to expose themselves to established tight-knit communities. One possible way to achieve this is to collaborate with a nano-influencer. Nano-influencers have approximately 1000–5000 followers and it is reported that they can have more impact on their audience than influencers with a much larger following. Nano-influencers have established authenticity with their community; they create strong connections with their followers through personalized communication and engagement. Nano-influencers are often hyper focused on a niche topic.

End Game

In both cases, even with a limited budget, you can get started with good old fashioned brute force. If you have some money to spend, there are platforms and on-line tools to help with these strategies. Your ultimate goal is to get a handful of people who love you, not a thousand who like you. The people who love you are going to be the best marketing agents money can buy.

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Danielle Gillespie

Danielle Gillespie

Defining the intersection between technology and human connection.