How to Use Influencers for Small Business Customer Retention

This research was conducted to explain and understand how packaging practices brand voice to develop SMEs and local brands to attract consumer interest. The method in this study uses a qualitative descriptive approach, namely a focused method, involving interpretation and a natural approach to the subject matter. The social settings in the research conducted are 

micro influencers who contribute to the development of local brands and SMEs and have carried out brand voice in promotional media. Determination of informants using purposive sampling technique. The theory applied in this study is the Advertising Management Strategy Theory which is reviewed by 2 models (AIDA Model and Securities Hierarchy Model) and 

supported by Brand Voice Theory which acts as a bridge in this research process. The results of this study are that the development of small businesses in product promotion involves many strategies, one of which is the use of micro influencers. These people have followers with reach that can be used to promote brands. Micro influencers can help small businesses 

get the attention of potential customers

by creating content relevant to their industry. The steps taken by these micro influencers are clear evidence of the quantity and quality of endorsement actions on their social media which function as promotional media. Micro influencers help in increasing brand awareness by creating engaging and shareable content. Having partners helps SMEs capitalize on the trust 

and enthusiasm of their followers, which in turn increases brand awareness and drives sales.l resources through the process of planning, organizing, directing and controlling to achieve predetermined goals. Management is a process in all matters such as planning, organizing, and controlling resources to achieve the organization's vision and mission effectively and 

efficiently. The role of management in the media industry is critical to ensuring that media companies remain profitable and relevant in today's fast and ever-changing technological landscape. Media management plays a crucial role in optimizing market communication strategies, achieving sustainable competitive advantages, and maximizing return on 

investment Strategic planning stands

out as a key component, where media managers are tasked with developing and executing plans aligned with the company's vision, mission, and values (Niekerk, 2007). This entails identifying new growth opportunities, crafting marketing strategies, and anticipating/responding to changes in the media landscape. Additionally, financial management is pivotal, requiring media managers to oversee budgets, forecast revenues  

expenses, and make financial decisions impacting the bottom line (Niekerk, 2007). Content creation also takes center stage in media management, where efficient media management can speed up production times, reducecosts, and ensure optimal output quality. Media managers are responsible for supervising the development and production of content that is engaging, relevant, and meets the needs of their target audience (Baumann, 2020). 

Furthermore, audience development is a critical aspect, where media managers must grasp their target demographics and devise appropriate marketing strategies to attract and retain audiences (Niekerk, 2007). Lastly, innovation plays a pivotal role in media management. Media managers must foster a culture of innovation within their organizations by encouraging 

experimentation creativity and risk-taking

By staying abreast of technological advancements and consumer trends, companies can remain competitive and meet the evolving needs of their audiences. Thus, media management goes beyond efficient asset management; it also involves ensuring alignment between strategies and innovations with the everchanging market landscape. Promotion in 

the media has a crucial role for Small and Medium Enterprises (SMEs) in increasing brand awareness, reaching target audiences, and increasing their sales (Kotler & Armstrong, 2018). In conditions of limited marketing budgets, SMEs often have difficulty competing with large companies in terms of customer acquisition. However, by utilizing various promotional media 

such as social media advertising, email marketing, and search enginePromotional media can also provide valuable customer data that can be used to inform marketing strategies and improve overall business operations (Hollensen, 2019). By leveraging tactics like email marketing, social media advertising, and microinfluencer marketing, SMBs can target 

Conclusion

customers and encourage them to make a purchase. Thus, promotional media not only allows SMEs to compete effectively in a competitive market, but is also a key element in their business growth strategy. Linqia (2020) revealed that in increasing brand awareness, the involvement of influencers can increase brand awareness which is very important for new brands or products that are trying to establish a foothold in the market. Influencers can 

introduce a brand to their followers, and the brand can reach a wider audience. According to a study by Linqia, 94% of marketers believe that influencer engagement is an effective way to increase brand awareness. Enhanced brand credibility can also mean Influencers are seen as credible sources of information by their followers. By working with influencers, brands can 

increase their own credibility. When influencers promote products or services, their followers are more likely to trust those recommendations. According to a study by Edelman, 63% of consumers trust influencers more than what brands say about themselves (Edelman, 2019). Influencers can play an important role in promoting SMEs (Small and Medium Enterprises) by leveraging their brand voice and reach. SMBs are often small businesses on a limited budget

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