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Harvard professor Gerald Zeltman claimed in his recent the book “How Customers Think” that around 95% of customer purchasing decisions are subconscious. This effectively means that an average customer chooses to buy one product over another based on factors that are directed related to a company’s branding, and how customers feel about a particular company. The rest 5% of the time, customers tend to choose products based on non-branding factors such as pricing, convenience and features. Therefore, while the basic idea behind your brand or startup might be based on an improvement with respect to pricing, convenience, technology or other features with respect to the products of your competitors, that is only 5% of your overall job. As a matter of fact, the market today is filled with products that might not be the best in market with respect to price, features or other factors. However, the company’s branding over the years tends to result in a threshold level of trust among customers. This in turn allows the brand’s sales to thrive despite the fact that the products that they offer are not the best on paper. Therefore, especially in today’s market, branding of a company is the most important step in its journey to success. This is even more true for startups, simply because most startups tend to enter markets that are already being dominated by bigger companies that have better resources, technology, manpower and an established sense of connection with the customers. However, this need not necessarily be a disadvantage that cannot be shrugged, by startups of today. As mentioned above, a products price, features, and convenience only plays a 5% role in the final decisions of potential customers. 95% of the overall decision depends upon the branding of the company, the one area that does not require a large pool of resources to formulate. Hence, in either case, a brand/startup must first aim to create a viable brand story that they believe can resonate with their potential customer base. The existence of belief in the products/services that you offer tends to create a situation where you are not necessarily lying to your potential base, therefore increasing your chances of creating a degree of trust in the customer’s mind. Howard Schultz, CEO of Starbucks, said the following about forming customer bases: If people believe they share values with a company, they will stay loyal to the brand. It is a well-accepted fact that while the perfect product might be difficult to sell especially in the short term, the perfect brand story allows a company to generate sales both in the short and the long term. Creating a relatable, concise brand story is therefore one of the most important things a brand needs to do in order to create services/products that customers can identify and feel familiar with. This is especially true for startups that are attempting to disrupt industries that already have established companies dominating them. The fact that 95% of the customer decisions depend upon the brand story might make it difficult to disrupt the market. However, it need not necessarily be a disadvantage, especially for brands with creative, trustworthy brand stories.

A new actor has evolved in the enormous field of digital marketing: the micro-influencer. Influencers are now the driving force behind brand visibility. Micro-influencers, in contrast to their mega-influencers who have millions of followers, work in specialized markets and have a special power that is frequently overlooked. This blog post delves into the intricacies of micro-influencer marketing, examining how their influence extends beyond quantitative metrics and establishes significant relationships in niche markets. Micro-influencers have been more well-known in the last few years. They are usually characterized as individuals having a following of between 1,000 and 100,000. Audiences are looking for more relatable and genuine content as the digital landscape gets more crowded. Micro-influencers: these individuals have smaller but Active communities, close this gap with sincere advice and firsthand knowledge. Genuineness in Specialized Markets The genuineness of micro-influencers is one of their main advantages. Authenticity is crucial in niche markets, and micro-influencers frequently possess a sincere interest and understanding of the topic. Brands see increased conversion rates as a result of consumers viewing their recommendations as genuine and reliable. Creating Deeply Meaningful Bonds Micro-influencers are excellent at creating a feeling of camaraderie among their fans. Micro-influencers serve as intermediaries in narrow sectors where enthusiasts look for others who share their interests. They establish a sense of community that transcends a simple commercial relationship by having candid talks, sharing personal experiences, and answering questions. Targeted Interaction and Reach Micro-influencers provide a more targeted audience than macro-influencers, yeta more focused strategy. The influence of a micro-influencer’s recommendation is greater in niche markets since the audience there is more specialized and discriminating. A more targeted and involved audience can help brands by increasing conversion rates and brand loyalty.  Brands’ Cost-Effectiveness Brands find that working with micro-influencers is frequently more economical, especially if they have a little marketing budget. Micro-influencers could work together in exchange for goods or services, or they might charge less. Because of their affordability, marketers are able to experiment with different influencers in different specialized markets and deploy resources more effectively. Assessing Achievement Not Just by Stats While reach and impressions are frequently used to gauge the performance of macro-influencer efforts, micro-influencers in particular areas are more successful. Brands ought to concentrate on qualitative metrics such as enhanced user-generated content, community involvement, and brand loyalty. These measurements offer a more sophisticated perspective on the results of micro-influencer partnerships. Two successful marketing campaigns with micro influencers- Glossier and Beauty Micro-Influencers: Glossier, a beauty brand, masterfully collaborated with beauty enthusiasts who happened to be micro-influencers. The result? Authentic content that resonated deeply with their audience, fostering a sense of community around the brand. Daniel Wellington’s Watch Campaign: The watch brand Daniel Wellington artfully harnessed the visual prowess of micro-influencers. Through aesthetically pleasing photos featuring their watches, a stylish brand image was curated, driving engagement and reinforcing a sense of style. In summary Micro-influencers in niche markets are becoming a powerful force in the field of digital marketing. In a time when trust and personalization are crucial, their ability to establish genuine connections, authenticity, and focused reach set them apart. Brands may take advantage of a multitude of chances and leave a lasting impact on their target audience by realizing the potential of micro-influencers in niche sectors.