Blog : Micro-communities

The importance of online micro-communities

The importance of online micro-communities

Online micro-communities help to define a customer’s needs and definition. If you follow a fitness ‘guru’ on Instagram, you have probably seen sponsored posts promoting health supplements or gym memberships. This reflects the prevalence of micro communities in social media. A brand can most easily gain traction among people with relevant interests.

Focused content means targeted engagement. Sticking to what is pertinent to your industry will lead to higher revenue. The best way to grow and keep your following is to only promote relevant content.

A critical action is discovering which social networks your target market. Seeking out popular users in relevant industries is also vital. Their support will direct followers to your page.

Using the power of micro-communities is a straightforward way to find your target consumer group. Once you have cultivated an audience, that user following will expand out. Those with similar interests can be introduced to your brand through social media engagement, such as their peers’ ‘likes’.

Engagement should be valued over community size. 5,000 Facebook Likes is nice, but 5,000 people on a mailing list or using your company’s hashtag is even better. Promote your brand, not just your business.

Having 10,000 to 100,000 followers is statistically proven to be an influencer’s sweet spot. As a page’s follower count grows, their interaction levels tend to decrease. The term is ‘micro influencer’ for a reason.

The effects of going viral are short lived. It rarely leads to continued success. Broader recognition can mean easily getting lost in the sea of other huge brands. It is therefore vital to recruit influencers with a more specific demographic.

Asking Kylie Jenner to promote your investment firm will get you some clicks. Will they convert to revenue and continued engagement? Probably not.

When promoting your company, stick to what makes sense. Utilize the right kinds of social media. If you don’t know how to engage, find people who do. The benefits of finding the right niche will be invaluable.

Micro-communities and Influencers

Micro-communities and Influencers

Marketing to micro communities – or niche marketing – is an effective method to place your company directly in front of a specific audience. Focusing your efforts to a limited segment of an audience can often create momentum from within a community.

Niche communities tend to be relatively small, tight-knit, and interconnected. Within these communities, there are certain individuals who are more pronounced than other members. These individuals are usually well-respected trendsetters with many followers. Their trendsetting ability earns these people the nickname of ‘influencers.’ Targeting these influencers is key to niche marketing. 81% of companies who use influencer marketing report positive results.

The jewelry company Benique saw a 300% increase on their return on investments (ROI) after starting their campaign. They provided free samples to influencers in return for reviews to their audience. They then collaborated further with the influencers who truly loved the product. Although finding influencers took time, the results paid off.

Context matters when seeking the right influencers. Don’t base your search on a given number of followers only. Katy Perry may have 62 million Twitter followers, but her approach to marketing her music may not be the best choice to promote a software company. Her mass following may actually be a disadvantage. Her overall engagement with followers is low and many of these followers are probably teenagers who are not interested in software. Search for influencers who can create action within your intended audience.

Working with influencers is a business relationship. Popular influencers may receive offers from your competitors. There should be some compensation from your company. The compensation doesn’t necessarily have to be monetary. The web hosting company Cloudways had trouble creating relationships with influencers when they began their marketing efforts. After several unsuccessful attempts, they tried a new approach. Cloudways offered to interview influencers and feature the interview on their website. This allowed the influencers to receive promotional exposure from Cloudways. The business-influencer relationship ended up being beneficial to both parties.

Traditional marketing techniques have moved from their role as a primary tool to augmenting the specific application of niche marketing techniques. The function of each marketing method becomes an additional tool in the ever evolving, media-based world. Creativity is essential to drive your brand’s success. Using influencers in a creative way will keep your business ahead of the competition and in front of those community members who lead the pack.