5 Actionable Ways to Boost SEO With Influencer Marketing
The 2017 State of Influencer Marketing study reveals that 94% of marketing professionals said that influencer marketing is an effective campaign strategy. However, 78% of marketers state that determining the ROI of influencer marketing is a top challenge.
Sure, influencer marketing can be a viable tactic. But is it worth your time and energy? The article captures multiple ways to Boost SEO With Influencer Marketing.
What is Influencer Marketing?
Influencer marketing is leveraging the power of online influencers to shift their behavior towards a brand.
In fact, it is more than just looking for people with a lot of social media following. Gerardo Dada of SolarWinds shares that an influencer must have the reach, contextual credibility, and salesmanship. Internet users with a great combination of these factors have a high influence potential.
So how can influencer marketing boost your SEO strategy? Read our five actionable tips below.
Finding the Right Influencers for Your Brand
As mentioned earlier, an influencer must have the following:
- Reach: An influencer must have the ability to deliver a message to a lot of people. This is where you factor in how large an influencer’s social media following is.
- Contextual credibility: An influencer must have a high level of trust based on his or her perceived expertise by followers. This means that you also need to consider if their niche and types of followers are relevant to your brand.
- Salesmanship: An influencer must have the ability to confidently deliver his or her point of view. Take into account how good they are at swaying people’s opinion towards a particular topic, product, or service.
In addition, it is important to take your audience or customers into account. Many businesses fail to recognize that there should be an overlap between their target market and an influencer’s audience.
For example, if you are selling detox teas, it wouldn’t make sense to connect with an influencer who’s into beauty and fashion.
So where can you find the right influencers for your business?
The good place to look for influencers is on blogs and social networks relevant to your niche. There are social media monitoring tools that can help you look for influencers who are talking about your brand and products. You may also want to monitor who is talking about your competitors.
It is ideal to connect to these influencers as they are already creating an engagement and user-generated content for your brand. Moreover, you can leverage social listening tools to respond to customer comments when needed.
Another way you can look for relevant influencers is through hashtags such as #sponsored or #ad. When you happen to see a post you like, take the time to scan the user’s profile.
If you like the user’s profile based on his or her reach, credibility, and salesmanship, check out if he or she is within your niche. As soon as you deem that a user is influential enough and fits the bill, add him or her on your list of potential influencer to reach out.
Other tools you can use are Google Alerts, blogging outreach platforms, and influencer marketing platforms.
Increase Your Search Ranking Through Influencer Marketing
Other than getting your message across a wider but relevant audience, influencer marketing also has a positive impact on your SEO efforts.
For one, influencer marketing can help in building a diverse and strong link profile for your website. According to a Moz study, the quality of links and the domain authority of its source are among the top search engine factors.
In addition, your influencers are a great source of unique and engaging content. This can be as simple as creating a post that features your influencers’ opinions. And then encouraging them to promote the content to their followers. Since influencers have a large following and significant reach, it improves the visibility of your brand and content.
Below are tips on how you can leverage influencer marketing to up your SEO game.
Improve brand awareness
Statistics show that 80% of marketers use blog posts as a form of content marketing. But despite producing a lot of original content, the lack of engagement can still have an adverse effect on your search ranking.
This is where influencer marketing can help.
In fact, 60% of millennials trust buyer advice from vloggers on Youtube than that of celebrities. Their recommendations are their audience’s source of brand trust. Thus, branded content shared by social media influencers will drive engagement about your products.
Keep in mind that search engines pick up audience engagement (or the lack thereof) on a content. And huge engagement is enough to signal social networks and the search engines to prioritize your content over others.
Wouldn’t that be an awesome way to improve your SEO efforts?
Generate quality organic backlinks
Despite the changes in Google’s algorithm, backlinks still remain one of the critical components of an effective SEO strategy. It will help determine your website’s ranking, depending on the quality of your website’s link profile.
Thus, it is important that you drive natural links to your site. This is possible with the help of influencer marketing.
Influencers can share your links in an organic and content-rich way. After all, they frequently talk about your brand and your products. Plus, they help spread the word about you.
As Shane Barker puts it, “When an influencer shares content containing your link, expect their network to further share the content. You earn a new backlink with each share, thereby improving the diversity of your link profile.”
Increase social signals
As mentioned earlier, influencers help spread the word about your brand and your products online. This results in an increase in social signals.
Jayson DeMers define social signals as “human interaction metrics on social platforms.” These are likes, shares, comment, re-tweets, repins, and other reactions that your content gets on social media.
Why are social signals important for your search rankings?
That’s because studies show a strong correlation between a brand’s social activity and its search ranking. This is despite the fact that Google is firm on saying that they are not using social signals as a ranking factor.
For one, increased social signals brought by influencer marketing improves a content’s online visibility. This results in more citations and increased inbound links.
And, did we mention that inbound links are a strong ranking factor?
Create additional content opportunities
Content is an essential part of digital marketing. The amount of unique content you put out can impact your search rankings.
However, producing content is not an easy feat‒especially when you are running out ideas.
Good thing, influencer marketing can help add fresh ideas to your content marketing efforts. This can be in the form of a guest post, product reviews, or social media takeover.
A great example of a social media take over is Sony Alpha. They invited photographers who are also on IG to take a photo using a Sony Alpha camera.
Aside from sharing beautiful images on Sony Alpha’s official Instagram account, the posts also served as product reviews for potential buyers.
In addition, you can leverage the engagement that your influencers bring to your brand. Check out the common questions they ask influencers about your brand. Do they have some insights about your products?
The great thing about this tactic is that you get a glimpse of the words they use online. As a result, you get to refine your keyword research and content ideation process.
Expand your reach
As previously mentioned, influencer marketing creates a ripple effect on your brand and your products. When an influencer shares content about your business, expect his or her followers to share it with their network.
However, working with celebrities on social media can be expensive. Thus, there are brands who opt to work with micro-influencers. These are people with a relatively small number of followers (around 10,000) but are popular within a specific niche.
Examples of micro-influencers are Alexandra Lerner who talks about yoga and wellness on Instagram. Another is Marta Pozzan, and beauty and fashion influencer.
Reaching out to and working with micro-influencers is a sound marketing investment. That’s because they have already built an audience that is relevant to your brand.
What’s cool about micro-influencers is that they get to build their audience by sharing genuine stories. So when they share your story, their followers will definitely listen.
This is also the reason they have highly engaged followers despite the small numbers.
If this is not convincing enough, take the time to read this 2016 Twitter study. According to the study, 40% of Twitter users made a purchase “as a direct result of a Tweet from an influencer.”
Simply put, influencers are not just helping spread the word about your brand. They also impact your business’ conversion and revenue.
Are You Leveraging the Power of Influencer Marketing?
How you rank on search engines is a result of an effective SEO campaign. Moreover, it can determine how you fare against your competitors.
Keep in mind that your search ranking can affect your business’ bottom line.
Luckily, influencer marketing is a great way to boost your digital marketing efforts. When you apply the actionable tips we shared above, generating engagement and ROI for your next campaign should be a breeze.
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- 5 Actionable Ways to Boost SEO With Influencer Marketing - April 30, 2019