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.’
“Likes” are not the same as engagement.
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.