Influencer marketing: How to build your strategy


Traditional marketing tactics are losing their effectiveness. Today’s consumers conduct in-depth research before making purchases. Brands need marketing strategies that help them gain the trust of their consumers. Influencer marketing is one such approach that can help you gain the trust of your audience while generating a high return on investment.

An influencer’s audience has a high level of trust and consumers follow their advice. As a result, they can help increase conversions and lead generation in Spain. Read on to find out what influencer marketing is and how to run effective influencer marketing campaigns in Spain.

Using influencer marketing for lead generation in Spain


Focus on micro-influencers

A large following is not necessarily better when it comes to finding the right influencers for your business. It’s best to make sure the influencer is aligned with your business and has a large active following.

Micro-influencers have higher engagement rates than larger influencers. They are able to develop more intimate ties with their followers as they have a smaller number of followers. As a result, they are considered more relatable.

Macro or mega influencers have a large following, but their number of engaged followers is minimal. Their followers are also less willing to follow their advice.

These influencers can help you reach a large audience but will not help you generate leads. It is more difficult to build a following when you have a wider audience.


How to find microinfluencers

To be successful, you need to work with the right microinfluencers in your industry. Choose microinfluencers who match your aesthetic sensibilities and are connected to your values.

For example, if a DIY influencer starts advertising cosmetic products without warning, their followers will be surprised and may unfollow them. On the other hand, loyal followers will believe him regardless of his content.

For effective influencer marketing campaigns in Spain, SocialPubli can help you locate and connect with the most relevant influencers. To find influencers who can bring you the best results, you can filter by category, reach, engagement and a variety of other factors.


Influencer marketing guide

An effective microinfluencer campaign in Spain takes a lot of time and work to execute. You may need to work with several influencers at once to achieve long-term success and produce a large number of quality leads.

Influencers have a deeper understanding of your consumers and are aware of the type of material that will pique their interest in your product. Make sure your influencers know your brand’s goals and expectations. Then let them express themselves and use their imagination.

One of the key features of influencer marketing that distinguishes it from traditional marketing is its authenticity. Authenticity is in demand now more than ever. Both you and the influencer will lose the trust of your respective audiences if the product and/or service does not ring true. You need to be authentic and be able to identify and stimulate the attention of your target audience.


Use influencer reviews

When influencers talk, their fans pay attention. This is due to the fact that influencers are seen as real, trusted and authentic. If an influencer gives a positive review of your company, product or service on social media, be sure to promote it widely.

When your company is featured in a blog post, you can also entice influencers to write favourable reviews by providing free samples, soliciting affiliate links or discount coupons.

The influencer may also receive a share of sales as a result of these links, cementing the company-influencer relationship.


Take advantage of Instagram

Posting attractive and relevant images on this highly visual social network is an ideal way to attract the attention of potential customers.

Instagram influencer marketing is a common method of lead generation in Spain used by many businesses today. On Instagram, it is possible to work with influencers to create leads through reviews, giveaways, discounts and even Instagram stories.

Now that you know the benefits of creating an influencer marketing campaign, it’s important to come up with compelling reasons for your influencers to collaborate with your brand and stay engaged. Focus on building meaningful connections with them. As a result, your brand will be more likely to generate leads.


Our social media experts in Marbella can help you further boost your brand. We invite you to continue reading posts from our marketing agency on the Costa del Sol, Supermedia Studio.

Google Analytics for Business


google analytics for business


Google Analytics for business in Spain


Google Analytics is a free web analysis tool from Google. It provides aggregated information on traffic to websites according to audience, acquisition, behaviour and conversions that take place on the website. This is one of the most widely used tools in digital marketing.

It has two versions, one free for use in all types of business and the other commercial, more powerful for large organisations.


What is it for?

The aim of this tool was to complement other Google tools such as Ads, Google Search Console and AdSense, so that together they would support each other and the data would be centralised in Analytics. Currently its main function is to measure the impact of your website and the behaviour of your users.


What does it do for us?

Knowing our users: knowing what they like and dislike, their age, gender, location, whether they use a computer or a smartphone, how they found your website… Thanks to this you can create personalised campaigns and your buyer persona (fictitious representation of an ideal customer).

Track your SEO and SEM strategy, so you will know if your online strategy is working or not or if it needs to be modified.

Make strategic decisions for your business based on the data obtained.

Measure interactions: you will be able to see which buttons are clicked to subscribe, watch videos, download content, request information.

It can also alert you to technical or design problems on your website, for example, if you have a free e-book on your site that has many views, but no one downloads it, there may be an error that prevents you from completing the action.

  • Landing pages and navigation.
  • Google Ads data.
  • Google Search Console data.
  • Google AdSense data.
  • Multidomain measurement.
  • Tracking the website and all its pages, i.e. a complete web analysis to know if your users navigate easily through the web, if it loads correctly, if the images take a long time to download or not, etc.

In a constantly changing world such as the Internet and digital marketing, it is essential to know what this tool is for. Google Analytics data will help you to know if your online campaigns are optimal or not, if you are achieving the pre-set objectives or how your customers are acting online.


How does it work?

Now that you know what Google Analytics is and what it’s for, the second step is to know how to use it. Read on!

Like all analytics tools, it works thanks to a file that you place in your browsers.

Google Analytics works with a tracking code that is a small part of the JavaScript code that must be present on all the pages of your website. Also important are the cookies that users have to accept for it to work poperly.

First of all, you have to create a Google Analytics account and register.

Follow the steps, if you select the web option you have to configure the property by providing the name of the website, the URL, the category of the sector to which your business belongs and the reporting time zone.

Accept the Google Analytics terms of service for the country you are in and data protection.

Finally, Google Analytics will return the tracking code that you will have to paste in the first <HEAD> element in all the web pages where you want to track.

And that’s it!


If you are looking to get the most out of your website or your application from SuperMedia Studio we recommend you to use this web analytics tool, contact our professionals and get the most out of your business.


Online reputation in social media in Spain

Supermedia Studio, digital marketing agency in Marbella, talks to you about online reputation in social media in Spain and how to work your brand presence in these marketing tools in Spain.

What is online reputation in social media

Online reputation is the set of elements that represent the prestige of a person or, in this case, of an online brand. This image is created by the users/consumers themselves, so it is important to take care of it.

Online reputation in Spain is the sum of two complementary aspects: on the one hand, internal factors, which is the information provided by the company itself; and on the other, external factors, which is the information provided by other users, consumers or visitors.

Brands are exposed to a balance of both positive and negative comments from customers and users which, at the same time, are necessary for their brand to be relevant and to be talked about.

Given the impossibility of preventing consumers from talking and giving their opinion, the only thing left to do is do things right and try to be cautious, taking into account some tips that we discuss below:

Preventing online reputation crisis in Spain

  • Don’t ignore a user or a mention. It costs a lot to be visible, so if you receive a positive mention and especially if it is negative, the community manager must send a response quickly.
  • Monitor everything. Use tools such as Google Alerts to keep track of all the comments your followers write about you, as well as mentions of your brand both on and off social media.
  • Beware of trolls and haters. Respond in a neutral and positive way. However, if there are any sensitive areas, acknowledge your mistake and turn that feedback into a lesson for the future.
  • Do active listening to gain ambassadors who will spread your brand to an unlimited field of potential customers.
  • Be aware of possible community manager mistakes. The most common mistakes are confusing someone’s name, spelling mistakes or writing from the professional account instead of the personal one when posting.
  • Draw up a crisis plan or contingency plan for social networks. This is a document that sets out the plan for a reputation crisis on social networks and serves as a guide for action. It should answer the following questions:

When do I consider that I am having a crisis?
What scenarios are possible?
Who will respond to each type of crisis?
What kind of messaging will you use to manage the crisis?
What will be the response time?

Managing crisis on social media in Spain

If, despite having tried to prevent it, you find yourself in a social media crisis situation in Spain, our marketing experts in Marbella recommends you to react quickly but calmly by following a few steps:

Analyse the situation

  • When did the social media crisis start in Spain?
  • Why?
  • Does it affect the whole of your brand or just part of it?
  • Are other customers joining the conversation, who are they supporting?
  • Is there a hashtag being used?
  • Is it localised to just one social network or several?
  • How does it affect the company?

Don’t be hasty. It is important to be quick but rushing could be worse.

If you think you can involve more people, try to talk privately with the person concerned to get more details. But be careful to choose your words carefully so as not to hold the brand responsible.

Contact the person who will respond according to the previously developed social media crisis plan in Spain.

Do not delete the comment unless there are insults and disrespectful words, otherwise you may give an impression of censorship towards the opinion of a customer or follower.

Be transparent and apologise if you have to, giving explanations or offering alternatives to solve the problem. Follow up on the crisis in case the conversation is rekindled and monitor keywords of conflict.

Learn from your mistakes and incorporate the data you have obtained from this crisis into your social media crisis plan to help you in future situations.

Finally, we must not forget that behind every click there is a person and that online reputation crisis in Spain involve several factors for which the company must be prepared.


Do not wait until you are involved in one of them to plan how to act. This could lead you to make mistakes and lose customers. Contact our social media experts in Marbella at Supermedia Studio, markeitng agency in Marbella, Malaga.