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Core Insights - The rise of social media and fragmented user attention has made it challenging for brands to effectively reach and gain trust from their target audiences. The concept of "planting grass" has emerged as a crucial marketing strategy in this context [1] - The era of simply spending money and relying on influencers for marketing is over. Brands must now focus on deeper emotional connections and systematic strategies for long-term effectiveness [1] Step 1: Product Positioning - Brands should start by understanding their own identity and the unique value they offer to users, rather than immediately seeking influencers for promotion [3] - A systematic approach to product analysis is essential, focusing on core selling points that resonate with users beyond mere specifications [3] - Identifying user personas and their needs is critical, utilizing tools like the "pain point importance matrix" to prioritize user concerns [3] Step 2: Industry and Competitor Analysis - Conducting thorough research on industry trends and competitor strategies is vital for differentiation [6] - Analyzing popular content on platforms like YouTube and TikTok helps brands understand current algorithm preferences and content styles [6] - Dissecting competitors' marketing tactics, including the types of influencers they engage and their campaign frequency, provides valuable insights [7] - Reflecting on past marketing efforts to identify successful content types and user feedback can help refine strategies [8] Step 3: Strategy Development - A structured approach to marketing campaigns is necessary, with various strategies tailored to budget and brand stage [11] - Utilizing a mix of mid-tier and top-tier influencers can optimize budget and maximize reach [11] - Combining platforms like YouTube for in-depth content and TikTok for quick engagement can enhance overall marketing effectiveness [11] Step 4: Influencer Selection - Selecting the right influencers involves assessing audience alignment, content style compatibility, and the trustworthiness of the influencer's following [15] - Evaluating the influencer's willingness to engage deeply with the product and their professional history is crucial for successful partnerships [16] Step 5: Execution and Management - Effective execution of influencer collaborations requires systematic management and monitoring of performance metrics [18] - Tools for analyzing influencer metrics and content styles can help ensure the authenticity and effectiveness of campaigns [18] - Initial trial collaborations can provide insights into the influencer's capabilities and the potential for long-term partnerships [19] Conclusion - Building trust and recognition through genuine partnerships with influencers is more effective than mere exposure. Brands should focus on nurturing relationships with creators who are willing to grow alongside them [21]