Influencer marketing has been a buzzword for a while, as marketers we hear it every day.
Working with the right social media influencers is essential for a successful influencer marketing campaign.
But, before we go into influencer marketing strategies and tools, let's talk about what we're talking about and why we're talking about it.
What is Influencer Marketing?
Influencer marketing is a collaboration where a company partners with an influential individual to promote a brand or a specific product. Before social media we use to have brand ambassadors, now we have influencers, same principle but with much bigger exposure, engagement and, most importantly, results.
In today's digital age, however, social media content providers with specialised following may now provide brands with greater value. On social media sites, these people have devoted followings. "Social media influencers" are what they're called.
In today's digital age, however, social media content providers with specialised following may now provide brands with greater value. On social media sites, these people have devoted followings. "Social media influencers" are what they're called.
What is a Social Media Influencer?
Simply put, an influencer is someone who has the ability to influence others.Someone who uses social media to influence others is known as a social media influencer. Depending on the strategy taken by the influencer, the type of influence might vary.
The perfect influencer can help you reach your target audience, establish trust and loyalty, and increase engagement. They create original, compelling content.
What is the difference between Word of Mouth Marketing and Influencer Marketing?
Although some individuals mix up word-of-mouth with influencer marketing, there is a significant difference between the two.Word-of-mouth marketing is the actual channel via which this communication takes place, whereas influencer marketing is all about engaging individuals and harnessing their influence among friends and family.
By definition, influencer marketing involves word-of-mouth marketing efforts, although influencer campaigns do not drive all word-of-mouth marketing.
Why is influencer marketing important??
The influencer marketing strategy has altered our purchasing habits in recent years. Digital marketing is no longer just enough.Smart brands use influencer marketing to maintain a dialogue with customers, realizing that various people influence their audience at different times and in different ways.
Brands typically see decreasing returns from digital advertising and content marketing, but influencer marketing goes beyond reach and clicks to provide you with metrics that matter and fit with your company goals, such as:
- Attracting new customer
- Driving customer loyalty and trust
- Maximizing customer lifetime revenue
- Increasing repeat purchases
Consumers now prefer genuine voices over salespeople who employ the same old tactics. Content creators have the ability to generate business success while also delivering authenticity that consumers respond to.
How does Influencer Marketing work
Social media is where consumers are having conversations today. Now the question is how does influencer marketing work?It's a type of branded interaction in which companies connect with people who have large social followings. The idea is to tap into new networks and introduce the business to new consumers through the influencer's voice and trusted relationships.
Authentic content establishes credibility. Influencers attract followers because they appreciate the content they produce. Brands can blend their messaging into influencer content and share it with customers through a trusted source by cultivating strategic connections with influencers.
People are talking online. Be a part of the conversation. The way brands communicate with customers has evolved as a result of social media platforms. Working with influencers helps marketers to contribute to rather than derail the discourse.
How to find the right social media influencer in 8 easy steps
On Instagram alone, there are over 500,000 influencers. This means you have a lot of possible influencer collaboration options. Make the effort to locate the proper influencer.The capacity of marketers to discover the proper influencer varies greatly by country.
Here are eight strategies for identifying and contacting the ideal influencer for your campaign.
1. Consider the three Rs of influence
- Relevance
- Reach
- Resonance
RELEVANCE - A relevant influencer promotes content relevant to your business and industry. They just need to have an audience that aligns with your target market.
REACH - Reach is basically the number of people you could potentially reach through the influencer’s follower base.
RESONANCE - Resonance is the potential level of engagement the influencer can create with an audience relevant to your brand.
It's not always true that bigger is better. If your followers aren't interested in your offer, having a large number of followers makes little sense. If you're in a niche market, a lesser number of followers can be incredibly effective. Niche influencers have a large number of loyal and engaged fans.The introduction of nano-influencers is the most recent advancement. These influencers may have as few as 1,000 followers, yet to their devoted admirers, their word is gold.
2. Know who you are trying to influence
Your influencer marketing plan should not be directed at everyone. An effective approach necessitates speaking with the appropriate people and using the appropriate instruments.The first step is to determine who your target audience will be for this campaign.
Creating a character is a fantastic approach to ensure that you know who you're attempting to target. Create a matched set of influencer personas after that's done. This will assist you in determining the attributes you seek in your influencers.
3. Look for engagement and trust with the right audience
Trust is EVERYTHING.The viewpoint of the influencers with whom you collaborate must be trusted and respected by your audience. Any results will be shallow if the trust factor is not present.
So, how can you tell if you can trust your potential influencer? Engagement.
You want a lot of views, likes, and shares, right? ENGAGE! A high engagement rate indicates a devoted following.
4. Go for a consistent look, feel, tone, and values
You'll need to discover someone who can create material that matches your brand's appearance and feel.
The tone should reflect how you wish to market your company to potential clients.
The tone should reflect how you wish to market your company to potential clients.
5. Keep an eye out for sponsorship saturation
Keep an eye out for what your potential influencers are saying on social media. How frequently do they post sponsored content?If they're already bombarding their followers with paid posts, their engagement rate isn't great.
To keep followers interested, excited, and engaged, look for a lot of organic, non-paid material.
Even if you give a significant fee, asking for too many articles in a short period of time will make your offer difficult for the influencer to accept and work on.
6. Research and learn
Influencers in high demand are bombarded with offers. When approaching an influencer for the first time, you must demonstrate that you have taken time and effort to learn about what they do.
Learn about their work and who their target audience is. Begin by naturally connecting with your target influencer's posts by liking and commenting when appropriate. Be grateful for what you have.
Learn about their work and who their target audience is. Begin by naturally connecting with your target influencer's posts by liking and commenting when appropriate. Be grateful for what you have.
7. Plan your budget
Influencers with a large following are entitled to money. With nano-influencers, free promotion may work, but a broader influencer campaign may require a cash.Be willing to think about the influencer's demands as well.
8. Reach out privately
Starting with a direct communication is a good idea. Also, if you can find their email address, send them an email. Sending mass emails or generic DMs is not a good idea.Writing a personal letter to each influencer may take a bit longer. However, it will demonstrate that you are serious about forming a partnership. As a result, your chances of making a deal will improve.
By offering as much information about your brand as possible, you may make it easy for the influencer to trust you. Make it clear how he or she will gain in addition to the pay.
Wrapping Up
It's crucial to know the regulations before diving into influencer marketing.To determine a campaign's effectiveness, you must first determine its worth in terms of return on investment, or how much engagement the campaign will receive.
Once you've decided who you want to endorse, add them to a stream to keep track of what they share and who they interact with. This can assist you figure out how relevant they are to your target market.
