The saturation of information has reached such an extreme that we no longer believe anything that brands tell us, the information that is issued through third-party means is considered manipulated, in favor of the company; those considered as influential until now no longer exercise so much power over our decision making. The user looks for other sources more disinterested, the new influencers are anonymous people, flesh and blood, who have some experience of the product they talk about and about which they contribute their assessment selflessly.

Now the voice we hear is that of those we have closest to

Mainly, we trust the comments of those people we know. Logical, right? For the same thing that happens to us in real life, we apply it to the online medium; it is the practice that is followed 92% of the time. Interestingly, today, much of our daily relationships with people in our closest circle, such as our family or friends, happen through social networks, so the recommendations are produced through these in 70 % of the cases. We can say that currently the Facebook wall is a source of information of the highest credibility for consumers.

If we do not have the opinion of someone close to us, we give priority to the opinion of beings of flesh and blood.

It is practically impossible to have the opinion of someone known for each and every one of the products in which we are interested, so we need to resort to other currents of opinion. The level of influence of the comments made by consumers has a considerable value for us. Up to 70% of consumers’ online opinions are taken into account when making a purchase decision.

The way to get our brand among those chosen by the consumer environment consists mainly of:

Building a strong brand reputation. Define your corporate personality, the values ​​that characterize you, with what elements you identify. If you do not know who you are, you can hardly position yourself in the market. If you show an ambiguous, impersonal attitude, you will not be able to empathize with your users, generate the long-awaited engagement.

Mark a goal, guide your strategy to a specific target. Find out their quantitative and qualitative characteristics, discover their tastes and hobbies; as well as their buying habits and online behavior. Only then will you be able to know who to contact and how to do it in order to get their attention.

Increase brand presence in social networks.Put into practice actions aimed at increasing your range of action in the area where your target audience is moving. Achieving greater coverage in the social landscape will exponentially increase your company’s ability to generate notoriety, as well as the possibilities of reaching your goal.

Create a communityIt is a job that requires perseverance and dedication You must go step by step, you can start by creating affinity for the brand, establish contact with your users, creating a climate of closeness and gradually strengthen ties. When you least expect it you will have identified your most active users, with greater power of influence. Special attention and will soon work on your behalf. Given the high degree of prevailing infoxication, it becomes difficult for our message to reach the user; for this reason, you must maximize the quality of the content, so that, with less need for impacts, you can dig deep into the mind of the consumer.

The ultimate goal of your online marketing activity today is to get brand advocates. Those consumers who speak in your favor, and stand as influential people today in their environment. Getting your approval is a long-term project, a process that requires daily care, but it is worth the effort.