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Data-driven marketing involves using customer information to optimize business advertising and marketing communications. Collect data and run it through analytics tools in CDP Altcraft Platform.

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Create a theme for the form by choosing the appropriate color scheme. Change the style and color of the text. Add photos and YouTube videos to the form. To do this, insert additional code into the required tag.

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Email marketing is one of the most important customer communication channels. Four out of five marketers are more likely to give up social media marketing than email marketing. Here are illustrative examples of the email marketing strategy:


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<Img 
img="/uploads/Blog_9d32e26a52.png"
alt="5 Techniques Marketers Use to Push Customers to Buy"
/> 

You buy a lot of everything you really need at an online sale, and after a while you realize that you spent all your money, but you have no idea on what. Do you know that feeling? I do.

My name is Daria Rodionova, and I am a content marketer at [**CRM-group**](https://emailsoldiers.com/?utm_source=mediaaltcraft&utm_medium=content&utm_campaign=emailsoldierscom), where we help brands build customer relationships. In this article, I have collected popular tricks that brands use to encourage customers to buy.

## You will receive a reward! But first, do something.

On the website of the Israeli cosmetics company Zielinski & Rozen, there is a banner that promises free shipping. To get it, you need to place an order of $100 or more and immediately pay for it. If you buy for $400 or more till June 6th, you will receive a limited edition gift. 

<Img
img="/uploads/image4_a750fc2f54.png"
alt="Banner on website"
src="Banner on Zielinski & Rozen website"
/>

This helps the brand to increase revenue and purchase conversion. The limited-edition product on the site cost $97, but consumers can get them "for free".

## Last item left!

The exclusivity of the product motivates the customer to make a purchase. According to the FoMo principle (Fear of Missing Out), users will buy a product much faster if they feel a shortage of it.

Some companies convince buyers in plain text. For example, ‘Call within ten minutes and get a discount and a second necklace as a gift!’. Others — come up with more subtle versions. For example, when customers are buying plane tickets, they see: ‘There are 2 tickets left at this price’.

<Img
img="/uploads/image3_7d19decf99.png"
alt="Product card"
src="Product card in Shiekh. It is highlighted that the last pair left."
/>

**Life hack: How to use your abandoned cart to get a discount**

<Note>
Most brands have a [**trigger workflow**](https://emailsoldiers.com/blog/vichy-triggers-dynamic-content?utm_source=mediaaltcraft&utm_medium=content&utm_campaign=vichy-triggers-dynamic-content) set up for a specific action. For example, if you add something to the cart and leave the site, the trigger will fire. So do not rush to place an order. Wait 2-3 days. There is a high chance that the company will want to get back the client, so it will send you a promotional code for an additional discount.
</Note>

## Do like me

A favorite blogger wrote a good review about a Mexican restaurant. An artist posted a story about a cool car sharing service. Do not underestimate [**influencers**](what-is-influencer-marketing-how-to-build-strategy) and the power of native advertising.

Here is Khloe Kardashian's review of vitamins for hair:

<Img
img="/uploads/image2_9e179bdeaf.png"
alt="Positive feedback"
src="A positive brand review expands your audience reach. You can alse use promo codes to track traffic and conversion."
/>

Take a critical look at information and remember that a nice bonus can be behind any native advertising.

## Easy to Lose and Impossible to Forget

The effect of trial periods for online products is similar to how offline retail works. You are offered samplers as a gift, only virtual ones.

In an ideal world, the client cancels the subscription a few hours before the end of the trial period, or keeps it, because he is ready to use the service for a whole year.

In reality, if the user has agreed to a free trial period, he has two options:

- The user forgets to cancel the subscription and is charged for the annual subscription. It takes a long time to return the money.
- The user bails on money and keeps the subscription, because he does not have time to cancel it.

<Img
img="/uploads/netflix_sub_1a1002eafd.jpg"
alt="Netflix trial period"
/>

To avoid this, don't be too lazy to turn off auto-renewal after the subscription. Sometimes it's hidden deep in the app, but this can save you a couple thousand.

## Everything is relative

Here is a classic trick of retailers. If you put a discount on a more expensive product, it will look more advantageous than a [**similar product**](https://emailsoldiers.com/blog/cross-selling?utm_source=mediaaltcraft&utm_medium=content&utm_campaign=cross-selling) with the same price without a discount.

<Img
img="/uploads/image5_2b70d95b4a.png"
alt="Two products of the same category"
src="Two products of the same category side by side - the first one is a little more expensive, but the discount captivates."
/>

It's a similar story when brands sell a larger product for a little more than a similarly small one. The savings may be false. For example, you may not have time to use up a liter of sesame oil by the expiration date. Or can a large cappuccino please you more than a medium one?

## Conclusion 

In the post, I have listed popular techniques in online marketing. Whatever new tricks marketers come up with, users need to be alert and make conscious decisions. Businesses, on the other hand, need to remain ethical, not use crude tricks, and prioritize solving customer problems.

In this article, we talk about popular online marketing techniques that companies use to get the user to make a purchase decision.

medium_Блог.png

small_Блог.png

thumbnail_Блог.png

Блог.png

Here is a list of popular tricks marketers use to get a user to make a purchase decision.

5 Techniques Marketers Use to Push Customers to Buy

5 Marketing Techniques to Push Customers to Buy

<Img 
img="/uploads/konkurentnyj_analiz_871647e363.jpg"
alt="Competitive analysis"
/>

Entering the market blindly with a new product is a risk for a company. If you encounter a strong player there, the whole business plan will probably collapse and losses will follow. Even if your business has been operating for a long time, you shouldn’t underestimate existing competitors. The only way to stay competitive is to «run faster» than other companies with a similar product, or at least keep up with them. Perfect knowledge of your competitors plays a key role here. To achieve this, you need to conduct a competitive analysis.

Competitor research takes time and resources, but it pays off after all: the company reduces uncertainty, understands better how to grow the business, and makes fewer planning mistakes.

We will tell you what the analysis of competitors consists of: stages and methods, what benefits the knowledge of competitors brings to the business.

## What is competitive analysis

**Competitive analysis** is the research of a company's competitors from the same field to bring products to the market and improve existing ones. The purpose of competitor analysis is to understand the disadvantages and advantages of competitors, their marketing features and development strategies, and then, based on this knowledge, correctly create your own business plan or edit an existing one.

Analysis and evaluation of competitors are regularly carried out to maintain market positions and improve products and services, as well as when launching new products.

What does competitive analysis do for your business:
- Forms adequate pricing.
- Shows the strengths and weaknesses of competitors and your company.
- Find gaps in your business.
- Gives a complete picture of the market where the business operates.
- Predicts negative consequences caused by wrong strategies.
- Shows business trends.
- Finds ideas and opportunities for company development.

## How to look for competitors and what they are

Competitors include all organizations that create and sell the same or similar products. There are three types:

**Direct competitors** are companies that offer similar goods and services to a similar target audience.

**Indirect competitors** work with the same target audience, but offer different goods or services in the same category.

**Replacement competitors** exist outside your product category, but they satisfy a similar customer need. 

### How to find competitors

It depends on the capabilities of the company and the type of business: offline or online, B2C or B2B, etc.

**Search options:**

- analysis of advertising that a search engine shows if you enter a query containing your product or service;
- search queries on your topic in Google or Yandex;
- review sites;
- ratings of companies in the media;
- surveys of your customers;
- maps (for offline business);
- search for competitors on marketplaces.

## How to do competitor analysis:

**1. Set goals and choose the direction of competitive analysis.** For example, a company can research only pricing policy to form its own correctly, or specific product lines. The goal emerges from the problem that the business is going to solve: find the best price, improve the product and promotion methods, etc.

**2. Make a list of competitors for analysis.** It is not necessary to analyze all existing competitors — it is enough to evaluate the main ones. The choice of the number of competitors depends on the resources of the company.

**3. Identify sources for data collection**: company website, public reports, ratings, social networks, reviews and other available channels.

**4. Select competitor research methods**: SWOT analysis, 7P, PEST and others (see below).

**5. Collect data and create a map of competitors.** Include them into a single table to simplify the work. The competitor analysis table includes:

- Company staff and management. 
- Competitor's product features: size, type, packaging, and other characteristics.
- Product line: filling and volume.
- Estimated percentage of market share.
- Product quality and price ratio.
- Competitor pricing and discounts.
- Marketing metrics: site positions, SEO-promotion, strategy, advertising. Brand positioning and corporate identity.
- Channels for attracting and retaining customers: newsletters, gifts, events and others.
- Geography of the competitor: in which countries, regions and districts business operates.
- Unique features of competitors.
- Work of the company's staff.
- Organization of business processes.
- Strengths and weaknesses.
- Customer reviews and positions in industry ratings.

<Note>
Important! Add to the competitor map only the data that is needed to achieve the goal of the analysis.
</Note>

**6. Carry out analysis using one or more methods.**

**7. Draw conclusions and act.**

## Competitive analysis methods

There is no single benchmark for competitive analysis. The company chooses the one that meets the needs. Consider the classical techniques that are used separately and in combination with others.

### Comparison and evaluation 

It is the easiest way. Take a map of competitors and compare your company with each of the list on a ten-point scale and according to the criterion «yes» or «no».

<Table>
| | **Your business** | **Company A** | **Company B** | **Company C** |
| ------ | ------ | ------ | ------ | ------ |
| Product quality | 8 | 6 | 9 | 4 |
| Delivery speed | 5 | 8 | 3 | 10 |
| Customer reviews | 7 | 7 | 6 | 4 |
| Installment | yes | yes | no | yes |
</Table>

### 7Рs

This is a classic marketing scheme consisting of seven parameters:

<Table>
| **Element** | **Description** | 
| ------ | ------ |
| Product | The product received by the end user, its brand identity, characteristics, uniqueness. |
| Price | Pricing policy of the company: retail and wholesale cost, the possibility of discounts. |
| Place | Online or offline platforms, distribution on shelves in offline stores and storage conditions. |
| Promotion | Advertising, [**social media marketing**](self-marketing-how-to-promote-yourself-on-social-media), events, company promotions. |
| People | Company staff who are responsible for sales to the end user. |
| Process | How the buyer and seller interact. |
| Physical evidence | What the customer sees when they buy a product or receive a service. |
</Table>

Each element is described and assessed in a point system.

### Analysis of digital resources of competitors

**What elements are evaluated:**

<Table>
| **Element** | **Description** | 
| ------ | ------ |
| Company website | Clearness and correctness of texts, site navigation convenience. Loading speed and correct operation of elements (for example, subscription forms). How much the site «sells» and SEO parameters. |
| Social media | How the brand leads social media: content, targeted advertising. How to communicate with users in the comments. |
| Advertising | What platforms and what calls to action does the competitor use, what keywords are promoted in contextual advertising. |
</Table>

### SWOT analysis

Comparison of strengths, weaknesses, opportunities and threats is also a classic marketing analysis that is suitable for studying competitors.

As usual, strengths and weaknesses are chosen as follows: company product, finance, staff organization, marketing, the state of production, the company's flexibility, which is responsible for the ability to adapt to change. For opportunities and threats, take into account scientific and technological progress, level of competition, demand for product, economic situation. Each item is described and evaluated on a ten-point scale.

<Img 
img="/uploads/swot_analysis_9fca9cad0e.png"
alt="SWOT analysis"
/>

### PEST analysis

The method evaluates the business of competitors according to environmental factors that affect the company. The analysis finds market trends and can be combined with SWOT analysis.

**What factors are included in the PEST analysis:**

- **Political.** Legal environment of the company’s industry. 
- **Economical.** Economic development, inflation, currency hikes, income and other.
- **Socio-cultural.** Education and age, cultural characteristics, tastes of the audience.
- **Technological.** Technology development, innovation, the role of the Internet in business development.

### Porter's five forces

Porter's five forces model determines the strength of competitors, threats, finds competitive advantages and shows how to choose a niche and position a product correctly.

**What elements does it consist of:**

<Img 
img="/uploads/Porter_s_model_522a645a27.png"
alt="Porter's five forces"
/>

**Threat of new competitors**

If new companies come in with advanced technologies and innovative products, they are likely to «take» the company's customers in the existing market. The possibility of a competitor appearing through the entrance barrier to the industry is assessed.

**Bargaining power of buyers**

Analyze customer requirements for the product, satisfaction with goods and services. With high demands, the company will have to improve quality. Also, the company is affected by the volume of purchases: if the client makes large orders, he can dictate his terms. Especially when there are enough analogues on the market.

**Bargaining power of suppliers**

The business depends on the change in the price of products by the supplier. Analyze the volume of goods deliveries, alternatives and status of suppliers: monopoly or multivariate market.

**Threat of substitute products or services**

The client will change your product for an analogue if it turns out to be a good value for money. Therefore, it’s important to take into account the possibility of the appearance of such goods and create the uniqueness of your product in order to prevent substitution.

**Competition within the industry**

It shows how many players are on the market, the threshold for entering the industry, what conditions each offers, what alternatives there are for the client.

## Competitive Analysis Example

An [**EdTech company**](marketing-automation-for-online-education) is going to release a new online course.

1. **Purpose**: to determine the optimal price of a new product on the market — a course on financial literacy.
2. The list of competitors includes only players whose course cost is more than $300 and who conduct courses online and offline in St. Petersburg. These are companies A, B, C.
3. Sources for finding information: company websites, trial webinars, feedback from participants.
4. Choose SWOT analysis as a method.
5. Make a map of competitors who have a similar course and include only the necessary data:

<Table>
|  | **Company A** | **Company B** | **Company C** | 
| ------ | ------ | ------ | ------ |
| Course format | online | online | offline |
| Course duration | 3 weeks | 4 weeks | 2 weeks |
| Price for the same exchange rate in dollars | 300 | 350 | 330 |
| Minimum discount | 10% | 10% | 5% |
| Maximum discount | 40% | 25% | 30% |
| Availability of installments | yes | no | no |
| Price-quality ratio in points 1-10 | 6 | 3 | 8 |
</Table>

6. Conduct a SWOT analysis of each competitor. On the example of Company A:

<Img 
img="/uploads/SWOT_table_e48a2fe666.png"
alt="SWOT analysis"
/>

7. Draw your own conclusions. For example, during the analysis, it turned out that the course of our company is more informative than that of competitors. There is an option with individual support, which others don’t have. Then it’s reasonable to set the price higher than $700.

## Resume

Competitive analysis is the process of studying competitors to scale a business, eliminate shortcomings in work, and bring new products to market. Business investigates direct, indirect and replacement competitors through available channels: company websites, social media, ratings, reviews, search results, maps and other ways. 

For analysis, a map of competitors is compiled with the main characteristics of their businesses: product, marketing, staff work, prices. Also choose one of the research methods: comparison with evaluation, digital analysis of company resources, 7P model, SWOT or PEST analysis, Porter's five forces analysis. The company uses a convenient method that is suitable to achieve the purpose of the analysis.

Learn more about what competitor analysis consists of: stages and methods, what benefits the knowledge of competitors brings to a business.

medium_konkurentnyj-analiz.jpg

small_konkurentnyj-analiz.jpg

thumbnail_konkurentnyj-analiz.jpg

konkurentnyj-analiz.jpg

It is important to know your competitors perfectly. The best way to do this is to conduct competitive analysis.

What Is Competitive Analysis, How and Why to Conduct It

Competitive Analysis: When, Why and How to Conduct

<Img
img="/uploads/types_of_marketing_efad892e65.png"
alt="The Complete List of Types of Marketing"
/>

Marketing is a broad field that includes a variety of directions, each of which has advantages and disadvantages. Due to the active development of the field, there is always something to add to the list that already includes dozens of types of marketing.

## Types of Marketing

Types of marketing that have proven effective in different fields are the most popular ones. They are usually combined to achieve the best results.

### Traditional Marketing

Traditional marketing is the basis for the other types. Traditional marketing analyzes the audience, identifies its needs and interests, searches for its sore points and forms a unified concept for promoting products, services or an entire company.

The main concepts here are «segmentation», «positioning», «competitive advantages».

Traditional marketing is effective when it comes to promoting products familiar to the buyer, but it almost doesn't work on new ones. It helps to increase sales and profits, but has little or no effect on a company's image.

### Inbound Marketing

[**Inbound marketing**](inbound-marketing) is based on the creation of interesting and useful content to build a loyal audience. It can be a thematic blog, a newsletter, a set of guides, checklists and templates, presentations. It works in the following way: people search for the necessary information on the Internet, see your content and thus find out about your company.

If the person finds your material useful, they will be grateful for it and will remember the author. Next time they need some product or service, they are more likely to turn to a familiar company rather than to a new one. That's why this type of marketing is called «inbound» — customers turn to the company not because of your offer but because they need your help.
This approach won't bear fruit immediately, but it's an excellent way to improve the company's image.

### Outbound Marketing

Outbound marketing is the opposite of incoming: it is intended to resonate with the audience immediately. Talk with the audience about issues that bother them and offer a solution right away.

Here, marketers themselves implement a strategy, search for a target audience and come up with ways to influence it. For example, they set up targeted advertising, create email newsletters and even make calls. The main thing is to identify a potential customer and offer them your service directly. There are two scenarios: a person either ignores the offer and even blocks the brand's number, social media page or email address, or places an order. Statistically, people tend to ignore the brand's offers. That's why this type of marketing is rarely used independently. However, its effectiveness increases when the audience has already been warmed up in another way. Marketers often include elements of outbound marketing in hybrid strategies.

### Digital Marketing

Digital marketing is a set of marketing channels and tools in the digital environment. This includes search engine and email marketing, SEO optimization, any type of advertising on the Internet, infographics and so on.

One comes across digital marketing when they read [**push notifications**](in-depth-guide-on-web-push-notifications), watch a commercial in a mobile game, see an advertising post on a social network or a native advertising in an influencer's blog.

### Search Engine Marketing

Search engine marketing is a promotion strategy based on the consideration of search engine algorithms. The task of a marketer is to ensure that a company's or brand's website is brought to the top of search results.

The main tools of this type of marketing are SEO and contextual advertising.

### Video Marketing

Video marketing involves the use of video materials of any type: lectures, educational and informational videos, blogs, lifestyle videos.

The main difference from other types of promotion is the use of video content to solve marketing tasks.

**According to MarketingCharts, watch time of business-related videos increased in 2020. In 2019, people had watched such videos for about 4 minutes and in 2020 it started to take a little more than 6 minutes to watch videos about business.**

<Img
img="/uploads/Business_video_completion_rate_d65a10f5ef.png"
alt="Business videos completion rate in 2020"
/>

### Content Marketing

Content marketing is similar to inbound marketing. The main difference is that the content marketing materials tend to persuade people to purchase a product or service, while inbound marketing provides «pure» information.

Another difference is that there are more ways of spreading information in content marketing. In addition to blogs, newsletters and useful materials of different formats, information can be spread through educational events, the media, news sources, etc.

### Social Media Marketing (SMM)

Social media marketers [**use social networks to promote**](self-marketing-how-to-promote-yourself-on-social-media) products and services. They manage brands' pages on different social networks, interact with the audience, answer questions in the comment section or personal messages, post useful and entertaining content to get more followers. Their main tasks:

- attracting the audience and increasing audience reach;
- increasing brand awareness and improving its reputation;
- warming up the audience and converting subscribers into hot leads.

### Voice Marketing

A company representative calls a potential customer to

- conduct a survey;
- get feedback about the product;
- tell about product benefits or offer to purchase it;
- inform about promotions and special offers.

### Conversational Marketing

Conversational marketing is akin to voice marketing, but it involves a more personalized approach to customers. A company representative not only calls potential customers but also communicates with them in messaging apps, chats on the website and other channels. During the conversation, both sides benefit:

- the company gets an accurate idea about its audience and understands how to interact with it, collects a database of hot leads;
- the customer has an opportunity to get answers to their questions and feel important.

### Email Marketing

Email marketing specialists use email to interact with the audience. Marketers [**collect a database of email addresses**](how-to-build-an-email-database) of potential customers and make a content plan that includes interesting information, surveys and offers.

The main task is to consider both recipients' comfort and the brand's benefit.

**According to Statista, by 2025, the number of emails per day will reach 376 billion.**

<Img
img="/uploads/Number_of_sent_and_received_emails_per_day_ce52895c8c.png"
alt="The number of sent and received emails per day globally from 2017 to 2025"
/>

### Buzz Marketing

Buzz marketing is based on creating rumors about brands and their products. They are usually presented as information leakage or scandalous theories.

The point is to spur conversations, to get people to argue with each other and build theories to increase brand awareness.

### Influencer Marketing

[**Influencer marketing**](what-is-influencer-marketing-how-to-build-strategy) is a type of marketing that uses product and brand mentions from influencers: bloggers, actors, singers and other celebrities. People tend to trust advertisements if they involve someone they know. For example, a person is more likely to purchase a product if it is advertised by a beauty blogger they subscribed to rather than after watching a TV commercial.

### Personalized Marketing

Personalized marketing is the same as targeted advertising but in a broader sense. Marketers work with available information about users that can be collected on the Internet. After that, they create a database of potential customers, segment them and send each of them a «personalized offer». It can be a personal discount, a special gift, a promo code and so on.
Marketers often use a person's first name in their emails and other tricks to create the effect of communicating with a friend.

### Brand Marketing

Brand marketing is a set of actions aimed at making people purchase products of a particular brand. This type of marketing involves not only the creation of a logo and slogan. It also involves:

- social media style (friendly, serious, on behalf of the character);
- recognizable employee uniform;
- increasing opportunities (e.g. not just a coffee shop chain, but a cozy workspace for freelancers and students);
- ideology (careful attitude to nature, donating part of the profit to charity).

### Guerilla Marketing

Guerilla marketing requires the fewest resources. It involves distribution of leaflets and booklets, leaving comments on forums and social networks, publications in the media with the right caption.

This method is suitable for small companies (it slightly increases their awareness and doesn't require a lot of money on advertising). However, it's absolutely ineffective for medium and large businesses.

### Affiliate Marketing

[**Affiliate marketing**](affiliate-marketing-for-beginners) is a way of promotion in which a company concludes a contract on special terms with a third-party. For example:

- a blogger receives a personalized promo code and shares it with the audience. The more customers came from the blogger the more benefit this blogger gets. For example, they will receive a higher award or discount.
- the partner website contains a link to the website of the company. Benefits can be different: partners place links to each other on their websites, one partner gets a reward for promotion or service in return.
- referral links.

<Img
img="/uploads/Referal_link_of_Jarrod_Tech_fc9101cddc.png"
alt="referral links"
/>

### Account-Based Marketing and Customer Marketing

Account-based marketing involves identifying a separate target group from the whole audience and working with it. For example, VIP customers are the most promising and valuable buyers who deserve a special approach and personalization.

In this case, marketers don't waste time on a large number of potential customers, but concentrate on those who are more likely to provide benefits on an ongoing basis.
Customer marketing works in a similar way, but the key difference is that it is aimed at increasing the loyalty of existing customers rather than at attracting new ones.

### Word of Mouth Marketing

Word of mouth marketing is a type of marketing in which people mention a product in a dialogue with others (e.g. with family and friends). For example, they share interesting facts about this product or life hacks involving it, explain how to use it and so on. In this way, the product becomes recognizable among buyers.

### Relationship Marketing and Interactive Marketing

Relationship marketing and interactive marketing are almost the same because both types involve constant contact with the audience (surveys, events, interactive games, giveaways). As a result, people have a friendly attitude towards the brand and are most likely to choose it over competitors.

Customer reviews play a great role in these two types of marketing.

### Event Marketing

Event marketing involves the use of events (concerts, festivals, conferences and so on) to promote brands, their products and services. A company can be a sponsor of an event and thus become likable, or organize it itself. If people have a positive experience and receive useful information at this event, they will remember the brand.

### Global Marketing

Brands with a worldwide reputation use global marketing. Here, marketers need to take into consideration a lot of things: interests and needs of residents of different countries, their solvency, local peculiarities, laws and other factors.

A marketer's task is to come up with a strategy and implement it for different countries, taking into account their peculiarities and differences.

### Neuromarketing

[**Neuromarketing**](neuroscience-in-marketing) is based on the study of the reaction of neurotransmitters to certain advertising objects: banners, native advertising, special offers, friendly recommendations and so on. A further strategy is based on the data received during studies. It includes methods that have received the most positive unconscious responses, methods that cause irritation are rejected. This allows marketers to make advertising campaigns enjoyable and unobtrusive.

## Conclusion

There are lots of marketing types. However, it's impossible to achieve the desired result if you don't know the characteristics of your audience. A competent marketer can make a psychological portrait of the customer, choose the best way to work with them based on it and effectively put into practice marketing tools.

Types of marketing that have proven effective in different fields are the most popular ones. They are usually combined to achieve the best results.

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23 Main Types of Marketing: Complete List for 2022

The Complete List of Types of Marketing

<Img
img="/uploads/Micro_Influencer_d02b5ff65b.jpg"
alt="FMCG Micro-Influencer Marketing Strategies"
/>

In the fast-moving consumer goods (FMCG) sector, digital media is revolutionizing the landscape for marketers everywhere. Since most consumers use the internet to find and purchase products, FMCG products need to adapt. 

This article focuses on how sellers of FMCGs can leverage micro-influencers to gain more customers. 

## What is FMCG?

Fast-moving consumer goods (FMCG) are also known as consumer packaged goods (CPG). These are products that are in demand, quickly sold, and affordable. FMCGs include packed food, toiletries, beverages, and personal care products. Some highly perishable goods such as meat, dairy products, and fruits are also considered FMCGs. 

## What is a micro-influencer?

Micro-influencers are often identified based on the number of followers, which can range from 1000 to 100,00 depending on whom you ask. They also differ from macro-influencers because of their high engagement with their followers. But according to author Sam Fiorella, micro-influencers are better identified as people whose relationship with potential customers has considerable influence over their decision to purchase.

## Benefits of Micro-Influencers to FMCG Marketing

### 1. Affordability

Collaborating with a celebrity endorser will cost you hundreds of thousands just for one post. Unless you're a huge company, this may not be feasible or desirable. Micro-influencers offer more affordable rates. Their pay may depend on the number of followers and engagement, but on average, the rates are around $100 to $500 per post. 

Hiring micro-influencers will allow you to do more with your retail marketing budget and work with more than one influencer. This will also help you increase your reach to different customers.

### 2. Niche markets

Often, the only way for your investment in influencer FMCG marketing to work is by finding one or more people who appeal to your target audience. Micro-influencers come in all shapes and forms. Each of them has a distinct area of specialization, style, brand, and audience. If, for example, you wish to market vegan products, it is only logical to find health-conscious influencers to represent your brand.  Beyond Meat, known for plant-based food, partnered with celebrities and athletes and frequently use user-generated posts to advertise their products.

<Img
img="/uploads/FMCG_Micro_Influencer_Marketing_Tactics_1_edc280dc30.png"
alt="FMCG Micro-Influencer Marketing Tactics"
/>

### 3. Higher engagement and conversion

Micro-influencers communicate with their audience more often via regular posts, and they answer queries and comments more quickly. Research has shown that [**leveraging micro-influencers**](https://www.galacticfed.com/blog/the-rise-of-micro-influencers-should-your-brand-be-influenced) helps boost engagement rates by up to 8.8 percent. Because micro-influencers provide a more personalized customer experience, their efforts translate to a higher conversion rate.

Celsius, an energy drink company, has been doing well with micro-influencers. [**Cynthia Sassi**](https://www.instagram.com/celsiusofficial/) is one of their ambassadors with over 15,000 followers. Her post illustrated below garnered lots of likes and comments. Plus, each response was personalized to the client's experience which studies show results of higher conversion. 

<Img
img="/uploads/FMCG_Micro_Influencer_Marketing_Tactics_2_a3ca2815bf.jpg"
alt="FMCG Micro-Influencer Marketing Tactics"
/>

If you’re not sure where to start, here is a guide to integrating influencers into your FMCG marketing strategy. 

## How to integrate influencer marketing into your FMCG strategy

### 1. Identify brand goals

A good [**influencer marketing strategy**](https://altcraft.com/blog/what-is-influencer-marketing-how-to-build-strategy) begins with clear goals. Increased brand recognition and sales are the two most popular goals of implementing influencer marketing. But it is advisable to focus on the areas where your brand needs to grow instead of setting generic objectives. To establish relevant goals, study your existing FMCG marketing strategy and identify strengths and weaknesses.

### 2. Establish KPIs

Once you have identified goals, move on to determining key performance indicators (KPIs) that match your goals. KPIs include the number of unique users, sales per influencer, click-through rate, or leads generated. These will be the metrics you’ll track and analyze throughout your campaign. Continuously tweaking your strategy based on key performance metrics will result in [**gaining more loyal customers**](https://altcraft.com/blog/customer-loyalty). 

### 3. Understand the influencer landscape

You'll want to spend some time learning about the influencer landscape before you start working with influencers. Take some time to observe influencers and see how they promote brands before you look to pitch your brand to anyone. Another tactic is to create a shortlist of influencers and do background checks. You wouldn’t want your company to be associated with a person whose values are inconsistent with yours.

### 4. Connect with influencers

There are many different ways to find the influencer you need. You can begin by researching your competitors' FMCG marketing strategy and the [**market type**](https://www.moneyvisual.com/types-of-markets/) you are operating in. This will give you an idea about who your competitors are working with and whom their influencers are targeting. Then, you can make a more strategic decision based on this. 

Furthermore, you can search through hashtags to find people making sponsored posts. From there, you can look through their audience and see if that resonates with you. You can also start with your followers. Take a look at the people who are already following your brand on social media. Review the accounts they're following to see if any influencers stand out.

### 5. Highlight your values

According to a study by Unilever, firms that use their consumer goods marketing strategy to achieve positive social impact enjoy twice as much growth as those that don't. FMCG brands need to consider this when promoting their products. Since influencers are the face of your brand, choosing people who espouse your values is necessary. Brands that only focus on their products often have difficulty getting enough [**digital engagement**](https://xperiencify.com/digital-engagement/).

## Wrapping up

With the help of micro-influencers, FMCG brands can maximize their budget, reach the right audiences, and connect more deeply with their clients and prospects. Finding the right influencers starts with setting goals and KPIs, contacting the right influencers, and showcasing values through influencers.


Micro-influencers allow FMCG firms to connect with clients on a personal level. Find out how to tap micro-influencers to gain more customers.

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This article focuses on how sellers of FMCGs can leverage micro-influencers to gain more customers. 

FMCG Micro-Influencer Marketing Strategies

FMCG Micro-Influencer Marketing Tactics To Acquire And Retain Consumers

<Img
img="/uploads/What_is_a_Lead_Magnet_15_Ideas_for_Your_Business_e3dba24db8.jpg"
alt="Lead Magnet"
/>

[**50% of marketers**](https://wpforms.com/online-form-statistics-facts/) who use lead magnets note improved conversion rates. A lead magnet is a hook that fishes leads out of the general audience. There is hardly a person who has never downloaded a free checklist, guide, or webinar recording. People find free material appealing. Product samples have existed since the emergence of marketing, now they are also available in digital format. 

In this article, you will learn more about lead magnets: what they can contribute to your business, how to create effective free materials, and what formats to use.

## What is a Lead Magnet

A lead magnet is a bonus that the user gets in exchange for their data: email address or phone number. This can be a piece of content such as a discount, guide, checklist, ebook, and so on.

<Note>
Note: the user gets your material for free.
</Note>

<Img
img="/uploads/lid_magnit_88cf5873de.png"
alt="Lead magnet"
/>

What happens next with the data? Managers call a prospective customer or use targeted advertising. It depends on the type of lead magnet and its role in the sales funnel.

*For example, the user has downloaded a checklist on the best countries for vacation. In this case, we email them all favourable options. In the situation when the user shows interest in some particular presentation and tourist route, we call them and give details about this package tour.*

Adding a lead magnet to your business is a win-win game: a prospective customer is provided with new information free of charge, and the company gets a lead. Commonly, lead magnets are employed to sell complex products that cannot be purchased with just one click.

There are several types of lead magnets:

- **Seasonal**. For example, this can be a checklist on choosing a gift for the Year of the Tiger.
- **Time-sensitive**. Any studies and trends lose relevance after some time.
- **«Evergreen»**. This type is always relevant. Guide: Top 15 At-Home Exercises.

<Img
img="/uploads/ogranichennyj_lid_magnit_8b365b4fa1.png"
alt="Lead magnet"
src="Time-sensitive lead magnet"
/>

## What tasks does a lead magnet help to solve?

1. **Lead generation.** The primary goal of a lead magnet is to get a lead (a prospective customer who fits the target audience of the company and shows interest in its product). [**Lead generation**](https://ignitevisibility.com/b2b-lead-generation-campaign/?utm_source=altcraft&utm_medium=link&utm_campaign=lead-magnet) is the process of attracting prospective customers to your business for sales managers and marketers to work with them, and a lead magnet is a strategy stage.

2. **Identifying your audience.** In most cases, interested people download lead magnets. If there are random people, [**lead scoring**](what-is-lead-scoring) will come in handy. Once you find your target audience, you can work with it: send emails, set up ads for specific people on social media, or call them and sell your product directly.

3. **Introduction to your brand.** Lead magnets help to start unobtrusive communication with the user. A prospective customer will get to know you through your free product sample.

4. **Building trust.** Few people like point-blank offers to purchase something. Especially if the product is complex. Free material from the company will dispel doubts and prove your expertise. If it solves the user's problem, you will be [**more trusted**](customer-trust).

## How to create a lead magnet

A solid lead magnet:

- **Promotes your business. It is related to your product.**

It is better not to create a lead magnet that is vaguely related to your business. Such material might solve users' problems, but your company will not benefit from it. Use lead magnets to show what problem your product solves.

*For example, you can give users a free presentation template and mention that there is your service that will make a bespoke presentation for their business.*

- **Free of charge**

You can five a free trial as a gift, or set an insignificant price.

*For example, such services as Amazon Prime Video or Netflix often offer users a free one-month trial period.*

<Img
img="/uploads/amazon_prime_video_free_trial_72391dae41.png"
alt="Lead magnet"
/>

- **Promptly solves the user's problem**

A solid lead magnet offers your prospective customers a shortcut to solving their problems.

*The «How to Increase Sales in a Crisis in a Week» guide is a good lead magnet. The «Anti-crisis Marketing Theory» e-brochure does not solve a specific problem, so it is a poor example of a lead magnet.*

- **Easy to use**

The user does not need to install special software or perform some other actions to use a lead magnet. Choose formats that are available to everyone.

- **Easy to get**

There should be no long opt-in forms and dozens of «Enter the code» boxes. The easier it is to get your lead magnet, the higher the probability that the user will not leave halfway through.

## Creating a lead magnet

**1. Identify the audience and the problem that your lead magnet solves.** The brand audience is not always homogeneous, so you need to decide which part of it you want to attract. The easiest way to find out your users' problems is to [**conduct a survey**](/features/forms-and-surveys).

**2. Choose the format of your lead magnet.** Different materials are relevant at each stage of the sales funnel. Determine at which stage of decision-making your prospective customer currently is. Are they ready to make a purchase?

<Table>
| **Stage** | **Type of lead** | **Material to offer** |
| ------ | ------ | ------ |
| Problem recognition | Cold lead | Checklist, infographics, test, guide, webinar |
| Search for information about the problem and solutions to it | Warm lead | Product presentation, demo, case study, coaching session | 
| Considering options | Hot lead | Discount, price-fixing, free delivery |
</Table>

**3. Give a name.** The heading of a solid lead magnet mentions the problem and promises to solve it. You can use the formula:

<Note>
Benefit + time limit + objection
</Note>

*Example: How to Double Traffic in a Day without Budget.*

**4. Arrange your lead magnet.** The quality should be that of a product for sale. A lead magnet also [**represents your brand**](the-why-and-how-of-personal-branding).

**5. Select the method of spreading your lead magnet and the way of communication with prospective customers.** Find the place for your lead magnet: you can place it statically in a section on your website, on a separate landing page, in a pop-up, or include it in your advertising. Describe what you offer, follow the questions: - what is it, - why do your users need it, - how can they get it. Add a CTA. Do not forget to thank users for their data (e.g. in the form of an email).

**6. Launch your lead magnet and plan further updates.** Not all lead magnets can be «evergreen». Plan updates in advance to avoid offering users irrelevant information.

## 15 Lead Magnet Ideas

There are dozens of lead magnet options. Some of them have become overused: checklists, guides, free webinars. Offer some alternatives to these standard formats.

### 1. Template

Presentation templates, Google Sheets to calculate data, etc. Such a lead magnet saves the user's time. It takes a long time to create presentations and sheets with formulas from scratch. Such a bonus from the company impresses the user because you do all the work for them.

<Img
img="/uploads/lid_magnit_4_e73a836e46.jpg"
alt="Lead magnet"
src="Free templates that can only be used after registration — an example of a lead magnet"
/>

### 2. Early-bird price

You can offer the user an early-bird discount on the events where the price increases every month: webinars, major conferences. Create a lead magnet before a sales opening so that the user can share their data to be one of the first to receive your offer at the lowest price.

<Img
img="/uploads/creativelive_28d9f1d474.png"
alt="Lead magnet"
/>

### 3. Free coaching session

Tell the user more about your product or offer advice that may solve their problem in exchange for their data. The more serious the coaching session, the more credibility you will gain. Indicate that the user talks with experts, and not an automated system.

*An example of an effective lead magnet in the form of a coaching session. The service offers the user a free website report and explains that a real person works on it, so the answer may take a few days.*

<Gallery>
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original="/uploads/lid_magnit_5_06da826940.jpg"
thumbnail="/uploads/lid_magnit_5_06da826940.jpg"
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original="/uploads/lid_magnit_6_45fbc4b3f1.jpg"
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/>
</Gallery>

### 4. Giveaway

The only condition is to share the data. Giveaway options:

- instant win;
- there is a winner announcement date.

What can be a giveaway prize? This can be your product, service, or something else related to your business (e.g. your merch). Prepare a bonus for those who will not win: an additional discount on your product or service.

### 5. Quiz

This interactive option of a lead magnet is entertaining and useful. The user takes your quiz and enters their email address or phone number to get a result. If the quiz takes time, a person is unlikely to refuse to share data at the end since the time has already been spent.

*Quiz example from [**Ipsy**](https://www.ipsy.com/quiz/take/questions). Ipsy is a personalized beauty subscription service. During the test, you answer questions about your hair color, eye color, skin type, favorite makeup brands, and more. At the end of the test, the user is offered to share their email to get a result.*

<Gallery>
<GalleryItem
original="/uploads/test_002093e222.png"
thumbnail="/uploads/ipsy_ask_for_an_email_9b5534fc03.png"
/>
<GalleryItem
original="/uploads/ipsy_ask_for_an_email_9b5534fc03.png"
thumbnail="/uploads/ipsy_ask_for_an_email_9b5534fc03.png"
/>
</Gallery>

### 6. Series of training emails

It is an alternative to the standard course. If you use this option, your potential customers will slowly get used to your brand. If you send all the information at once, the user may not start taking the course. An email a week does not take much time and effort.

### 7. Infographics

Use infographics for data from your materials. It is more vivid and interesting than just a résumé, checklist, instruction in the text form, or cheat sheet.

### 8. Script

Send the user a ready-made sales (or some other) script or invite the user to create one themselves for free. A lead magnet promotes the products of the company (books, methodologies, and so on) or services to create a bespoke script for the user.

<Img
img="/uploads/script_as_a_lead_magnet_3854d05976.png"
alt="Lead magnet"
/>

### 9. Invitation to join a private club

It is similar to time-limited free access. However, being a member of a closed community is more prestigious. Allow unrestricted access to the community if it is an addition to your main products and services. If it is your main offer, grant temporary free access.

<Img
img="/uploads/lid_magnit_13_501c13a332.png"
alt="Lead magnet"
src="Lead magnet — participation in the community"
/>

### 10. Skill simulator

This type of lead magnet allows users to train some skills interactively for free (e.g. aural skills, perception of foreign speech, visual experience, and so on).

<Img
img="/uploads/skoove_piano_simulator_acfe48cdff.png"
alt="Lead magnet"
src="Online music school promotes its services through a simulator"
/>

### 11. Tool for work
 
In this case, a company either shares a list of its tools or offers a specific tool to speed up and simplify the user's workflow.

<Img
img="/uploads/toolkit_as_a_lead_magnet_161ebc631f.png"
alt="Lead magnet"
/>

### 12. Free delivery

It is a small but pleasant bonus that will work if a lead considers several similar options. Special conditions increase the chance to choose in your favour.

*For example, Amazon offers free shipping if a user orders $25 or more. To activate this condition, the user should sign up, in other words, share their data.*

<Img
img="/uploads/free_shipping_on_amazon_7d69fe449c.png"
alt="Lead magnet"
/>

### 13. Case study

It is a lead magnet for «warm» leads who consider several options and want to make sure that this product or service is what they need. A [**case study**](how-otkritie-broker-JSC-has-automated-communications-with-clients-using-Altcraft) reveals the inner workings of a company: figures and data. Use this type of lead magnet for complex products since it shows that your company is experienced and trustworthy.

<Img
img="/uploads/case_studies_as_a_lead_magnet_a6cc28cd9c.png"
alt="Lead magnet"
/>

### 14. Bot or app

A company gives users access to some tool that is used for internal processes or creates a bot/app to facilitate the work with its product.

*For example, you can search for air tickets on Aviasales without registration. The company offers a bot that tracks and sends prices. The company uses this lead magnet to reach out to the user through messengers and thus to get a prospective customer.*

### 15. All materials at once

It is a bold option to provide the user with all free material you have. On the one hand, it is a simple lead magnet. On the other, it is an unconventional way to attract a lead.

## Résumé

A lead magnet is used for lead generation, a strategy of attracting prospective customers through a free product sample in exchange for data (email address or phone number). It also builds trust and unobtrusively introduces users to your brand.

A good lead magnet is easy to get and use. There is no need to take several registration steps and choose unpopular formats.

A lead magnet solves a specific task of a prospective customer and advertises the product of your company. It is pointless to create materials that help users but do not relate to your business.

A lead magnet represents your main product, so its quality should be that of a product for sale.

Learn more about lead magnets: what they can contribute to your business, how to create effective free materials, and what formats to use.

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Free materials attract. In this article, you will learn what a lead magnet is and how to create one. As a bonus, we give you 15 lead magnet ideas.

What Is a Lead Magnet and What Tasks Does It Solve: 15 Ideas

What is a Lead Magnet: 15 Ideas for Your Business

<Img
img="/uploads/Nonprofit_Marketing_3e865f1453.jpg"
alt="Nonprofit Marketing"
/>

Marketing for not-for-profit involves the careful development of a plan to increase awareness and donations. For-profit companies often use marketing to sell their products, but nonprofits use marketing to generate support for their efforts. Nonprofits can use traditional marketing methods along with modern Internet-based approaches to create an effective marketing campaign.

## What is nonprofit marketing?

Simply put, it's the process by which nonprofits acquire, retain and grow their base of supporters.

It might sound like a simple task, but it can be pretty complicated. Nonprofit organizations are complex, and as such, a nonprofit marketing plan needs to be detailed, [**data-driven**](data-driven-marketing), multifaceted, and goal-oriented.

### Nonprofit marketing examples

Many successful nonprofits have made great strides by crafting a solid plan that identifies their target audience and targets them with a message that resonates with them. Here are some examples of nonprofit organizations that have crafted powerful messages and gained massive support for their causes:

- Feeding America: [**Ibotta Stock Up for the Big Game**](https://www.feedingamerica.org/about-us/partners/current-promotions/ibotta-stock-big-game)
- Big Brothers Big Sisters of America: [**Bigger Together campaign**](https://www.youtube.com/watch?time_continue=8&v=qID8DqI057M&ab_channel=BBBSofAmerica)
- The Humane Society of the United States:  [**Fur-free Campaign**](https://www.facebook.com/HSUSFurFree/)
- Unicef USA: [**Mission Unstoppable campaign**](https://www.ispot.tv/ad/qsdu/unicef-mission-unstoppable-song-by-raphael-lake)

## Marketing Strategies for Nonprofit Organizations

Like any other business, nonprofits need a marketing strategy to get their message out. The difference is that nonprofit marketing doesn't have a product or service to sell; instead, it focuses on an idea or mission. Because of marketing with a nonprofit, there is an additional layer of considerations when building a strategy. Here are several nonprofit marketing ideas that work:

### 1. Start with the mission

The best marketing strategy for nonprofit organizations involves telling your organization's story and getting people engaged in your mission. This means that you have to build your strategy from the ground up, starting with why you exist and what you have to say. Every aspect of your marketing should support this central message.

Even if you are promoting an event or asking people to donate, it all has to tie back into your mission to understand how they are a part of something bigger than themselves.

### 2. Create objectives and goals

The next step in building a solid nonprofit marketing strategy is identifying specific objectives and goals that can be easily measured. This will help define what needs to be accomplished and also set a standard by which success can be determined. For example, if one of your objectives is to increase donations, you could set a goal to raise $10,000 per month in donations within six months.

### 3. Know your audience

Every successful marketing strategy begins with a deep [**understanding of your audience**](creating-a-customer-profile). This is especially important for nonprofits because you need to know who your supporters are to reach out to them directly. Who will be most interested in your cause? Are they male or female? How old are they? Where do they live? What do they care about? Once you understand who these people are and how to reach them, the rest of your strategy will fall into place.

### 4. Develop a strong brand

Your brand is not just something you have — it's something you do. A [**strong brand**](the-why-and-how-of-personal-branding) will help you stay focused and make better decisions about what you put out there and how you represent yourself. Plus, donors like brands because they give them confidence in their investment, so take time to develop yours.

### 5. Create content that resonates

Your donors and other supporters want to know what makes your organization special. Content marketing is the perfect way to tell your story and highlight how you're different from other charities. It's essential to focus on how you're making a difference in your community or around the world — not just on the work that still needs to be done.

### 6. Engage your community

A strong presence is a must for success in nonprofit online marketing. Your website is the central hub for all your digital efforts — it's where people find out about you and get involved in your mission. Make sure it's updated regularly with news about what you're doing and how others can participate.

Facebook Pages and Twitter accounts are also great ways to reach out to new prospects, keep existing supporters informed about what's going on, and engage in conversations about your work.

### 7. Nurture leads effectively

One of the biggest mistakes nonprofits make is assuming that people will immediately donate the first time they hear about your organization. But that's rarely the case. It takes an average of nine [**touches**](marketing-attribution-models) before someone donates. This means, as a nonprofit, you need to be prepared to reach out multiple times before you get a lead to convert.

An essential step in online marketing for nonprofits is [**to create an email list**](how-to-build-an-email-database) with everyone who has expressed interest in your mission. Then, create a series of emails to keep these potential donors engaged over time.

### 8. Measure success

If you can't measure it, you can't improve it: That's one of the most important digital marketing for nonprofits strategies to keep in mind.

For example, if you're trying to raise awareness about an issue and your organization, try setting up a Google Alert for specific terms related to your cause. See how many times media outlets or other organizations mention your organization.

If you've launched a new website or [**social media campaign**](self-marketing-how-to-promote-yourself-on-social-media), track the number of unique visitors and conversions. Tools like Google Analytics help with this.

As a bonus, here are some useful nonprofit marketing facts from a survey conducted by [**Campaign Monitor**](https://www.campaignmonitor.com/resources/guides/the-data-backed-guide-to-nonprofit-marketing/#:~:text=truly%20effective%20campaign.-,Donor%20survey%20results,-Below%20are%20the).

<Img
img="/uploads/Nonprofit_marketing_statisctics_e76630b191.jpg"
alt="Nonprofit Marketing stats"
/>

## In a nutshell

Marketing strategies for nonprofits are different from those used by for-profit businesses. Your goal isn't to sell a product or service but to promote your mission and get people excited about how you can make a difference in the world.

Nonprofit marketing doesn't have a product or service to sell — it focuses on an idea or mission. Nonprofits need a marketing strategy to get their message out. 

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For-profit companies often use marketing to sell their products, but nonprofits use marketing to generate support for their efforts.

Nonprofit Marketing: What Is It and How to Build a Strategy

Nonprofit Marketing: Marketing Strategies for Nonprofit Organizations

<Img
img="/uploads/influencer_marketing_e4e8fafe8f.jpg"
alt="Influencer marketing"
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Influencer marketing is on the rise. From 2016 to 2020, investment in this type of marketing increased from $1.7 billion to $9.7 billion. Such brand trust proves that influencer promotion works. Let’s try to figure out what influencer marketing is and how to build a strategy for working with influencers and track the result correctly.

## What is Influencer Marketing

Influencer Marketing is promoting products or services through opinion leaders, or influencers. An influencer is not only a celebrity but also a blogger, an expert in his field, who runs social media. You don't need to have a million followers to become an influencer.

The effectiveness of influencer marketing does not depend on the number of subscribersю The engagement of the audience in the influencer's content — that’s what matters. Now people trust small bloggers whose audience does not exceed 3000 subscribers, more than large ones. Why? There are no strangers and you can feel free.

By audience size, influencers are divided into several groups:

- nano-influencers — 1,000 followers or less;
- micro-influencers — 1,000 – 100,000 followers;
- macro-influencers — 100,000 – 1 million followers;
- mega-influencers — more than 1 million followers.

The difference between influencer marketing and direct advertising in a native way. Product promotion doesn't look like advertising. From the point of view of the subscriber, a blogger is just a friend who recommends what he likes: products, places, entertainment. Advertising becomes part of the content, and the audience perceives it loyally. The influencer knows his audience well — he knows what topics subscribers like, so his account is a ready-made channel for communication and promotion on social media.

## Influencer Marketing Campaign Types

**Direct** recommendation is a call to follow a link or take a desired action.

**Review** is a detailed description of your product, or several products along with yours to make it look more natural.

**Product placement** is a technique where the brand is mentioned natively in a frame. Bloggers took this technique from the cinema industry. Remember what brand of sneakers Marty McFly wore in the second part of the trilogy? That's right, it was Nike!

**Unboxing** is a format when an influencer receives a product from you to test it out in front of his audience.

**Giveaway**  — contests on Instagram. You supply bloggers with your product or service and he promises to give this present to the followers who subscribe to his sponsors.

<Img
img="/uploads/giveaway_9bc7a81966.png"
alt="use giveaways on Instagram"
src="Lifebox Food and Punks and Chancers use giveaways on Instagram"
/>

## Influencer Marketing Strategy

Influencer promotion is a type of social media marketing, and proper marketing is impossible without a strategy. You can't just pick the most popular blogger and invite him to promote your brand. Even if an influencer has a million followers, the return will be minimal if his audience does not suit you. To start social media promotion through influencers, find the influencers in your niche, set the budget and goals of your campaign.

### 1. Find influencers and decide on the payment

It is easy to find a blogger with a suitable audience if you deal, for example, with beauty topics. For complex technical products, you will have to spend more time searching.

Three ways to find an influencer in your niche:

- Use special services. Look for bloggers on the topic you need through paid platforms: [**Epicstars**](https://ru.epicstars.com/), [**GetBlogger**](https://getblogger.ru/), [**LabelUp**](https://labelup.ru/), [**Adlab.io**](https://adlab.io/), [**Easyprbot**](https://easyprbot.com/#/reviews/), [**Efir.io**](https://efir.io/ru), [**trendHERO**](https://trendhero.io/ru/). These tools provide topics, account statistics, and ad prices.
- Blogger agencies. For example, [**Feedstars**](http://feedstars.ru/), [**Blogger Brand**](https://bloggerbrand.ru/) can help you select the influencer that suits you, but you’ll have to pay a commission for the service.
- Search yourself in thematic communities and specialized media or in the list of speakers at conferences. It is not the fastest option, but cheap.  

The advantage of cooperation with influencers is the ability to work on a barter basis. Usually, micro-influencers with a small number of subscribers agree to such conditions.

**Check influencers**

Not all bloggers are really popular. In fact, their audience may not be real.

Social media promotion is also a "dark" method that creates the appearance of success and misleads advertisers: bot followers, fake likes, bought comments. The platforms try to struggle with cheating, but it’s not always effective. That’s why before collaborating with an influencer, you should check it yourself.

- Boost subscribers, likes and comments

There are 10 thousand subscribers, but only 20 likes on the post. Looks suspicious, doesn’t it? Perhaps most account followers are bots. A lot of inane comments — “awesome content", "nice", and just emoji are also signs of cheating. How to check if you are looking at the account that employs bots? Use [**Panda Rank**](https://pandarank.com/ru/), [**LiveDune**](https://livedune.ru/), [**Hype Auditor**](https://hypeauditor.com/en/), [**FakeLikeInfo**](http://fakelikeinfo.ru/) and other services.

- Audience engagement

The normal engagement rate is 8-10%. When the indicator is lower, subscribers are not interested in the content. If the percentage is higher, it’s time to suspect cheating. The exception is peak situational moments of popularity growth.

For example, before the participation of the Italian group Måneskin in Eurovision 2021, there were no more than 3 thousand comments on the posts in their account. During the competition, the number increased to 10 thousand. On the publication with the winning award, subscribers left a record 27 thousand comments.

### 2. Assess the risks of working with bloggers

Influencers are non-professional advertisers. Some of them do not even understand what social media marketing is. In most cases, the audience liked their content because it appeared at the right time. Not everyone is good at advertising. What could go wrong?

Just because an influencer's content is successful doesn’t mean the ads for your brand will be the same. Before offering, find previous advertisers and ask them for [**feedback**](how-to-use-customer-feedback-to-increase-sales) on working with the blogger, see other ads that were made by this blogger. Ask yourself if you are satisfied with its quality.

How to avoid mistakes? Set a clear task and agree on the approval of advertising before publication, provide additional materials and examples. But don't write a detailed script. Let the blogger do his things. His audience subscribed to his content. If he goes along with the script, like a puppet, the followers will notice it. They are unlikely to be happy.

### 3. Set your budget and stick to it

Some influencers can ask for a payment over your budget. In this case, offer barter plus payment or percentage of sales. But don't overestimate the influencer. Expensive is not always good. Remember, sometimes several micro-influencers are better than one macro-influencer. 

One ad integration with a very famous blogger will have a short-term effect — people look and forget. With several bloggers, you can test different ad formats and create the effect of your brand's presence everywhere. That’s how RICHE did this on Instagram.

<Img
img="/uploads/influencer_marketing_richecosmetics_13967dd424.jpg"
alt="Advertising campaign of the brand on Instagram"
src="RICHE advertising campaign on Instagram"
/>

How much does social media influencer marketing cost?

- The unspoken industry rule is $100 per 10,000 followers
- Another way is to count based on actual engagement: likes, comments, shares. Influencers that follow this pricing model charge $250 to $750 per 1000 engagement, on average.

Of course, any division is conditional, and the real price may differ from the general rules.

### 4. Set promotion goals

Promotion is a process that should always start with goals. Why do you need Influencers? What kind of result do you expect from them?

Possible options for the goals of influencer marketing:

- [**Brand awareness**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya) — more people will know about your product and not confuse it with another.
- More sales — increasing in units sold during the campaign.
- Increasing [**brand loyalty**](customer-loyalty) — the number of people who trust your brand speak positively about it.
- Engaging your audience in your content. A blogger can advertise not a product, but your resources and useful guides and other materials, which will later lead to a purchase.
- Increasing the number of subscribers in your social media accounts.

### 5. Track influencer campaigns

Assessing the effectiveness of influencer marketing depends on your goal.

**How to evaluate sales:**

- Give a unique [**promotional code**](/features/loyalty-programs) to an influencer. This way, you will find out how many purchases his audience made.

<Img
img="/uploads/promo_code_173d9a13fd.jpg"
alt="Promocode on Instagram from bloggers"
/>

- Use UTM in the link to track not only the fact of the sale but also the movement along the conversion funnel: from clicking on the blogger's link to actions in the cart of the online store. Such an analytics tool as  [**Google Analytics**](https://analytics.google.com/analytics/web/provision/#/provision) will help you.
- Ask the influences for statistics, but you need to be sure of his honesty.

**How to track results on other goals:**

- Brand awareness can be measured by the number of searches in search engines for your brand, such as  [**Google Trends**](https://trends.google.ru/trends/?geo=RU). Compare results before, during and after the campaign.
- If it comes to track brand loyalty, you should measure the number and tone of comments on your publications and the blogger's post, or compare the ratio of likes and dislikes on YouTube.
- Audience engagement and retention is counted by the change in the number of likes, reposts and content shares during the campaign. For videos on Youtube, you can check how many people keep watching the video at the moment of advertising. If there is no fall, the audience accepts the advertisement positively.
- If you want to know how the number of subscribers is changing in your accounts, calculate the dynamics before and after the campaign and estimate how much you spent to get a customer.

## Conclusion

Influencer Marketing is an effective tool for brand promotion, but it is not a magic pill. The blogger does not give a guarantee of the result and may get out of your control, for example, to advertise not in the way you expect or even damage the company's reputation. Therefore, preparation is important — build a strategy, study the statistics and reputation of the influencer. Remember, you are going to make that person the face of your brand for the duration of the campaign.

We talk in detail about Influencer Marketing: what it is and how to build a strategy for working with influencers

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We will tell you what influencer marketing is and how it helps companies to promote.

What is Influencer Marketing and How to Use It for You Business

Influencer Marketing: How to Build Your Strategy

<Img
img="/uploads/blog_8746406d02.jpg"
alt="How to Use Customer Feedback to Increase Sales"
/>

A customer review is a feedback from customers on your products or services and an obligatory attribute of the business. However, companies do not always understand its significance: they do not collect, they only react to positive reviews and do not work with negative ones. This approach is a mistake. Reviews build customer loyalty, inform users about the product smoothly, help identify flaws, improve the product and drive sales. We are about to tell you why customer feedback is important and how to get it correctly.

## Why customer feedback is important

[**89%**](https://www.oberlo.com/blog/online-review-statistics) of buyers read reviews before a purchase, so ignoring customer reviews is a bad idea. 

**Reviews build customer trust.** A product without reviews is suspicious, as the one that has only positive comments. Companies are afraid of criticism, so they often publish good impressions on their websites. However, users do not believe such "sterile" responses and go to third-party sources: Google Maps, [**Tripadvisor**](https://www.tripadvisor.com/), [**Yelp**](https://www.yelp.com/). Another way to get to the truth is to check out social networks.

Unscrupulous companies ignore and remove negative reviews, but this approach cannot do anything but annoys customers. Don’t be afraid of bad reviews, react to such feedback. 45% of consumers say they’re more likely to visit a business that responds to negative reviews.

<Img
img="/uploads/examples_responding_negative_reviews_1b1e2d5a3b.webp"
alt="Example of how to respond to negative reviews"
src="Example of how to respond to bad reviews correctly"
/>

**Customer feedback** is also an increase in sales. Nine out of ten online orders are made by people after reading reviews. A good, detailed commentary is more convincing than any ad campaign. It helps customers understand if a product is right for them. Research from "AliExpress Russia" showed that 65% of buyers turn to someone else's opinion for this purpose. People read user stories and find information that is not in the standard description. For example, you can find out that shoes are small in size only from the reviews in the product card on the company's website or marketplace.

Reviews are the basis of Booking and Airbnb services for booking hotels and daily accommodation. No descriptions and beautiful photos will help you if someone writes about cockroaches in the room.

<Img
img="/uploads/Screenshot_from_2021_07_30_17_36_18_c4c4ef6294.png"
alt="Reviews on Airbnb"
src="Reviews on Airbnb"
/>

## How to get customer feedback

The best way to get feedback is to ask. People don't always write them by themselves. Some of them don't think it's important, others just forget. They are also more likely to leave bad feedback and not share positive impressions.

The feedback formats:

- **Text reviews** — a description of the product or service by the client. It can be an opinion or a detailed review.
- **Photo reviews** — photos describing a product or service. Sometimes buyers even take pictures of the unpacking process and pay attention to the packaging.
- **Video reviews** — in the format of a "talking head" or professional reviews, for example, in blogs on Youtube.
- **Audio reviews** are not the most popular, but easy, because the user does not need to formulate the text or waste time shooting a video.


### How to ask for feedback

**Send an email asking to describe the buying experience.** This is what sellers on Amazon often do when a buyer has received an order.

<Img
img="/uploads/amazon_message_template_96a0b225ae.webp"
alt="Amazon seller request for review"
src="Amazon seller request for review"
/>

**Use website pop-ups or special forms.** Sometimes a user wants to capture his impression but does not understand how to do it on your website. Make it easy for the customer — don't hide the feedback form. If the feedback is negative, your managers should see and process it than wait until users leave such a review on popular platforms.

**Call the customer once he makes a purchase.** For example, banks and Internet providers ask clients to rate a consultation as soon as they help them deal with a problem. With modern tools, a call from a living person is not even required, a robot will do everything for you.

**Conduct a survey on social media**. Ask a series of questions, either short-answer or multiple choice.
 
**Ask for a review in person** at the moment of receiving the purchase. In this case, you can take a photo of the customer with the product, record a video, or just conduct a quick survey. However, don't insist if the client doesn't want to film or leave feedback. Everything should be voluntary and honest.
 
**Collect feedback from customer chats** when they write to you personally about their problem. It's also a good way to deal with negative customer experience before it goes public.

**Look for reviews on social media — on the accounts of users or in the comments.** Do it using requests or special services: YouScan, SemanticForce, IQBuzz and others. They show mentions of the company by keywords. You can also process negative reviews and respond to user questions.

## How to encourage customers to write reviews about a company, products and services

You can ask for feedback over and over again. There’s no point. Users stuck in a rut forget about you, or they just do not want to waste time on a review. This is where thanks for the feedback as a bonus comes in handy.

What should be offered to customers for feedback:

- Discount for the next order or gift. If there is a discount for a related product, then you will also make an upsell.
- Bonus for a recommendation on social media or to a friend. If a client publishes a review on his account or tells a friend about you (for example, sends a promo code or a referral link), he will receive a discount, points to a bonus account, or a freebie. In our marketing automation platform [**Altcraft Marketing**](https://altcraft.com/en), it’s easy to generate personal promotional codes and award points for a referred friend in the loyalty program management [**module**](https://altcraft.com/features/loyalty-programs).
- Competition for the best, detailed, creative product review, for example, in the form of a review.

You can also show reviews of other clients. The principle of social proof works here — people often make decisions or do something because they look at others.

## What matters when collecting feedback

**Leaving a review should be as simple and fast as sending a message on Facebook.** For example, you cannot fail to notice the section for rating the film on Netflix. All you need to do is to tap a star. And it doesn't matter if you watch a movie on the website or in a mobile app.

<Img
img="/uploads/netflix_5a0bd5d5cb.webp"
alt="Reviews on Netflix"
src="An example of collecting ratings for movies on Netflix"
/>

**Make sure to thank your customers for their feedback.** They have spent their time on you, so appreciate it and you will get their loyalty in return.

**Don't write puff pieces.** If you buy a review, people will notice this, and it will cause only negative emotions. Especially if you recently received bad comments and immediately decided to cover them with a few positive ones. Hundreds of reviews about a young company that has just appeared on the market will be suspicious as well.

**Explain what you want to get from the customer in the review**: product photo or detailed description. General phrases in the response are not credible; they are useless for the company.

"I liked everything. I recommend it.” — this is a poor choice of words for a review. Why did you like it? What are the features of a product or service? Likewise with "I didn't like it." What exactly? To get detailed answers, the client needs to be given a hint through questions. You can ask the following questions:
- Why did you choose our product?
- What problem did you want to solve with our product? What was the result?
- What expectations did you have from the product and did it live up to them?
- Would you recommend our product?
- What would you like to change?
-  What did you like the most?

## Benefits of collecting customer feedback

A product that makes the customer happy sells well. Solve the user problem, address his needs and you will make him happy. The only way to find out if your product has worked is to ask consumers. Therefore, customer reviews are the key to increase sales.

What’s your profit from collecting and analyzing customer feedback?

- **Feedback will help you improve your product or service.** You will find out what your customers like and what annoys them, what prevents them from using your product. Reviews will give unexpected insights.

- **Increased customer loyalty.** Asking for and responding to feedback is a way to show that you hear the customer and care about them. Bad responses should be responded to constructively, not ignored. The correct answer and analysis of the situation can turn a disgruntled client into a brand advocate. Other users will see the answer and make a mental note: “This company is not indifferent to customer problems”.

- **Reviews find "breaches" in a product or service and seal them off.** When launching a product, you rely on [**marketing research**](how-to-do-market-research), and this is reviews that complement them in the process. Through them, you will study consumer behavior in reality, and not in a simulated situation.

- **Returning customers and increasing revenue.** If the buyer is disappointed in the product, received a poor-quality service and writes about it, then the answer will not only reduce the negative, but also bring the client back. How? Offer to fix everything and do it 100%. Then the client will buy from you again. He may even recommend your product to his friends and acquaintances.

- **Building future strategies of the company based on feedback from customers** and creating products for the needs of people.

- **Additional promotion.** Reviews are unique content that mentions your brand and does not repeat itself in descriptions on different websites. Take reviews on your website and use them on social media.

## What Altcraft Marketing offers

Altcraft Marketing has its own built-in service for creating surveys. This tool is called [**Forms**](updates-telegram-bot-facebook-ads-manager). Using it, you can easily collect the customer data you are interested in. If you know in advance what your customers are unhappy with, you will be able to quickly react to negative reviews and maintain a positive opinion of your brand.

Implement an NPS survey through "Forms". In a Net Promoter Score survey, customers are asked to answer the question: “On a scale of 0 to 10, how likely are you to recommend our business to a friend or colleague?”. Those who gave a score of 9 or 10 are promoters; 7 or 8 — passives; less than 7 — detractors. Such a survey is considered to be very useful in measuring [**customer loyalty**](customer-loyalty).

The survey can be posted on a separate page or embedded in the site as an iframe code. When it is published, its analytics will open for you.

<Img
img="/uploads/NPS_survey_in_Altcraft_NPS_dbacab3a8b.png"
alt="NPS Survey in Altcraft Marketing"
src="NPS Survey in Altcraft Marketing"
/>

## Conclusion

Customer feedback is the key to increasing sales. Of course, this is not a guide to action, but only opinions that need to be filtered and analyzed. Reviews let you know how your product or service works and what customers actually want to see. Get to know your audience. This way, you will improve the product or service and fine-tune it to better meet customer expectations.

Why is customer feedback important? In a new article, we will tell you why customer reviews are important and how to collect them correctly.

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Customer feedback is important to a brand. We will tell you how to collect reviews and use them to increase sales.

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