Representatives of small and medium businesses have already become accustomed to using the Internet to promote goods and services. However, since March 2022, some of the usual methods have stopped working. For example, VPN excludes the possibility of using targeted advertising, and contextual advertising from Google is still closed for Russians. Only SEO, which does not give quick results, and Yandex services remain. Is that all? Well, almost. There is another reliable and proven option, which we will talk about in today's material.
Business and bloggers
Influencers are creative individuals who run social media accounts and build a permanent audience around them.
It is to their subscribers that influencers can advertise the goods wordpress web design agency and services of small and medium businesses. This marketing tool is called “advertising integration,” that is, the placement of sponsored materials among the publications of a popular channel.
Integrations have been around and used for quite some time. However, now that many other promotion channels have become difficult to access, this tool has come to the forefront.
What are the benefits of advertising with bloggers for business:
Efficiency of placements and high conversion. The sponsorship product receives in advance a portion of the audience's trust in the blogger. This leads to an increase in the number of applications.
Real clients. If you build cooperation on the CPA model - "payment per action", you can be guaranteed to receive incoming applications and close deals, and not pay only for impressions, which are easy to inflate. In this, CPA is seriously different from targeted advertising, which does not provide any guarantees.
Accurate targeting of the audience. You can choose a platform for placement based on the topic, which significantly increases the effectiveness of the campaign. Subscribers will initially be interested in a product related to the topic of the channel.
Transparent reporting. Using special links and personal promo codes allows you to determine exactly which influencer the client came from.
Collecting data for retargeting. By placing a special pixel on the landing page, you can collect a loyal audience for further launching a targeted advertising campaign.
With the right selection of channels for placement, advertising from channel owners can be much more accessible than such tools as targeted and contextual advertising, which is especially important for small and medium-sized companies.
Who is suitable for hosting integrations?
The primary audience of most channels is ordinary people, so they are ideal for promoting B2C products and services aimed at the end consumer.
To understand how justified the use of this tool is for a particular direction, you can conduct a test advertising campaign with a small budget. Here are a number of products that have shown good conversion in practice when promoted through bloggers:
Beauty sphere. This includes all cosmetic hairdressing and other services related to beauty.
Repair services. Both household appliances and interior finishing.
Consulting services. There are influencers targeting business representatives who can sell services in the B2B category.
Information products. Books, consultations, courses and seminars.
Consumer goods. Cosmetics, jewelry, gifts, souvenirs, gadgets and other mass products can be advertised and sold through bloggers.
When choosing blogs for placement, it is recommended to correlate the blogger's geography of influence and the company's capabilities. Some services can only be provided within one specific region or city. In this case, it is better to select publics for a specific territory using geotags and hashtags. There are no geographic restrictions for consumer goods that can be sent via delivery services.
How to Promote Small Business with Bloggers
Before launching an advertising campaign, create a concept and positioning of the product, and then write a basic technical task. Try not to overload the technical task with unnecessary information, leaving only the main information about the product and the theses that are mandatory to mention.
Then define the portrait of the product's target audience using your existing experience and knowledge. If we are talking about a new product, try to roughly draw up a general circle of interested parties. It can be adjusted later. |
