How do you leverage social media and influencer marketing to drive traffic to your product?

I wrote an article on 55 Key metrics that every product manager should know while deciding on Key KPI https://www.dhirubhai.net/pulse/55-product-metrics-because-winging-enough-prerit-uppal-

Before diving into social media and influencer marketing, establish clear objectives and KPIs. Consider brand awareness, lead gen, conversions, and loyalty. Track and analyze results for a solid ROI.

Rather than broadly broadcasting promotions alone expecting traffic, work with key micro and macro content creators relevant to your product's niche who can contextualize its value for highly engaged followers. Tactically, gift pre-release access to platform enthusiasts and solicit authentic feedback to incorporate improvements to earn organic amplification once live. Structure referral incentives promoting launch signups through their exclusive links. Layer in sponsorships across connected Twitch streamers, podcast personalities, columnists etc. seeding messaging. This ecosystem of aligned influencers better spotlights differentiated aspects of your product's problem-solving potential, driving more qualified users.

I focus on deep audience analysis. I engage in active social listening, using tools to monitor conversations around relevant topics, giving me insight into what my audience discusses and values. I also analyze competitor social media strategies, identifying gaps and opportunities in their engagement methods. The research informs the choice of platforms. I might focus more on Instagram if visual content resonates with my audience or LinkedIn for a more professional demographic. Additionally, I track platform-specific trends and hashtags, integrating them into my strategy to increase visibility.

Know your ideal customers and their online habits. Use surveys, personas, and analytics to understand their demographics, behaviors, and preferences. Research relevant social media platforms and optimize your content accordingly.

To leverage social media and influencer marketing effectively, it's crucial to know your audience demographics, platform preferences, and the nature of each platform. Tailor your content strategy accordingly, focusing on visually engaging content for platforms like Instagram, concise updates for Twitter, and professional insights for LinkedIn. Additionally, when partnering with influencers, choose those whose audience aligns with yours, focusing on authenticity and relevance. This approach ensures that your marketing efforts drive targeted traffic to your product, leading to increased brand visibility and engagement.

Social media RecSys algorithms have become very sophisticated to show highly personalised content, hence before finalising on which influencer or/and content to be used to drive traffic to your product or services, it's super critical to know your ICP or ideal customer profile and how do they behave online, which content do they engage with, what are their core desire, pain-points and which influencer do they trust and are willing to transact based on their content. Test with a few which you feel that the content created by influencers aligns with your brand message and provides value to your audience. Try with various content and One's this channel is established get a right partner who can full fill this for your product

It is well known that when product is usefull and understandable for the clients- they will do a free advertisement to it! So try to make a product that really matters- then marketing is free.

Creating compelling content is vital for your social media and influencer strategy. It captivates, educates, and motivates action. To ensure valuable and engaging content: 1) Align with Value Proposition: Seamlessly connect with your product's value. 2) Understand Your Audience: Tailor content to audience needs, interests, and objectives. 3) Consider Format and Style: Deliberate on format, tone, and frequency fitting the customer journey. Diversify content—blog posts, videos, podcasts, infographics, ebooks, webinars, case studies, testimonials, and user-generated content. Showcase product features, benefits, and stories for a genuine connection.

Let your digital content journey feel real, not salesy. Craft stories that inform and connect people's hopes, not just pitch products. Carefully choose influencer channels, blogs and videos to share your purpose genuinely. Support fans expressing themselves freely over pushing promotions. Build an welcoming space for people to share their tales, highlighting values you both believe in. Here, marketing brings folks together over shared passions, not just traffic. Curate empowering connections versus extractions. Guide authentically. Growth follows themes that resonate within community dialogue.

The key thing here is to select influencers who are the most relatable with your audience and align with the demographic as closely as possible. For example, when promoting Nomo Bank, which was a proposition for customers in Kuwait and the MENA region, we ensured the influencers spoke Arabic and fit the age range we learnt most of our active customers were. When done properly, using influencers is extremely powerful as they will give you access to their whole audience on every platform, which means the audience itself will be diverse

The power of collaboration with creators cannot be underestimated. Being able to work with an established community reduces the cost and effort that goes into customer acquisition so you can focus on building the best product. For the creators, it’s also a beneficial partnership. They’re able to grow and bring value to their audience in new ways, without worrying about technical know how. My strategy with creator collaborations is to help bring ideas to life through a shared creative vision and to make a positive impact on their community through bold, innovative tech solutions.

Engaging with your community on social media and through influencer marketing is a two-way street. It's a chance to cultivate relationships with your audience, customers, and partners. To foster this interaction: 1. Listen and Respond: Pay attention to feedback, questions, comments, and reviews. Respond promptly and respectfully. 2. Encourage Engagement: Motivate participation by seeking opinions, suggestions, and testimonials. Create contests, challenges, or loyalty programs to reward engagement. 3. Build Relationships: Interacting with your community boosts customer satisfaction, retention, and referrals. This dynamic engagement transforms your marketing approach into a collaborative journey, strengthening connections with your community

Collaborating with influencers who epitomized their audience's aspirations, they hosted live Q&A sessions, shedding light on skincare myths and personalized routines. This strategy not only amplified their reach but also fostered a sense of belonging among users, turning them into brand advocates. Such authentic interactions can transform social media from a mere marketing tool into a vibrant community hub, significantly driving product traffic and loyalty

Besides your internal analytics, leverage specialized services such as LinkedIn Sales Navigator, Upfluence, StatSocial to find influencers and measure their ROI. With a solid toolset you can scale, and leverage the gamut of influencers - from your mega-size to micro - and experiment to hone in on what works best.