If you’re a social media marketer, then odds are you’ve heard of word of mouth (WOM) marketing. However, the path to WOM mastery doesn’t happen overnight. The first and most important step in becoming a word of mouth marketing champ is identifying your relevant audiences. (highlight to tweet)
One of the best ways to do this is to identify individuals with specific knowledge or an influential voice in a particular area or product related to your brand.
Why is this the most important step? If you don’t focus on a hyper-relevant audience, your WOM efforts won’t be nearly as successful. Additionally, customers acquired through social influencer efforts have a 37% higher retention rate.
It’s important to distinguish the different “types” of influential audiences that exist, and how they vary. Here are the three types of audiences that are assets to your social strategy.
Influencers are those individuals in a community who affect purchase decisions, due to (real or imagined) influence, position, knowledge, relationship, or authority. When it comes to consumer spending, influencers are generally members of a peer or reference group. Research shows that a small number of active influencers accounted for a disproportionate share of total recommendations. They’re a vital group to incorporate into your social strategy.
Don’t fall into the trap of assuming it’s all about follower count, though. An influencer doesn’t need to have the follower count of Taylor Swift or Justin Timberlake. Though the two musicians certainly exert their own…
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