Chances are you’ve probably heard of influencer marketing.
Influencer marketing is all about finding the right content creators to help you promote your product or service.
It’s no secret that working with the right influencers can have a significant effect on your brand’s business.
Don’t get left behind:
Read our simple guide to find out everything you need to know to get started with influencer marketing now!
What Is It?
An influencer is someone who has the ability to reach larger audiences (usually through social media).
They usually have large followings and many people value their opinions.
They are called influencers because they have the ability to influence their audiences to buy a recommended service or product.
That’s pretty much it!
The real challenge is finding those bloggers and celebrities that will offer more for less.
But how exactly can your business benefit from influencer marketing?
Influencer marketing comes with many benefits including:
- Improved SEO Ranking – If an influencer is promoting your brand or service, then they’re likely linking back to your website. That will give your website authority, which in turn will help you rank higher with Google’s search engine.
- Increased sales – Getting real celebrities and influencers to talk about your product is no small thing. If you work with the right influencer, then there’s real potential. More people will be checking out your product, which often translates to more sales.
- Online engagement – Engagement is all about connecting with customers, creating interesting content and getting people to talk and post about you – An influencer can help you grow.
- Improve brand awareness -No matter how big the influencer’s audience, know that many people may not buy your product. The thing is that your brand benefits even when people just think highly of your brand.
Finding the right influencers to work with is no easy task. If you want to make sure you make the most out of your collaboration then you’ll have to do some research. And remember: It’s not always just about numbers.
Influencers with smaller audiences may be able to “sell” your product better. There’s no point in collabing with an influencer that won’t be able to properly promote your product or service.
The less an influencer’s promotion sounds like an ad, the better (It helps if the influencer himsepf or herself is interested in what you’ve got).
Coming up with a Strategy
You can’t just step into the world of influencer marketing and hope for the best. You need to come up with an effective strategy that will bring results. You’ll have to consider several things, including:
- Budget – How much can you and are you willing to invest in influencer marketing – Will you pay influencers for their time or would you rather commit to a regular paid content distribution model?
- Timeframe – How tight is your timeframe and what are your deadlines. It sometimes takes time before a deal is struck and even longer before the influencer can begin promoting your product. For example, if you’re in the fashion industry, you may want to start planning early, so that the promotional campaign is already underway when your products hit the stores.
- Platform – Choosing the right platform for your industry is crucial. Different platforms appeal to different audiences and demographics so make sure you do your research before making a choice.
- Type of promotion – Will you be promoting a specific product or service or your brand as a whole? If your influencers don’t know what they’re meant to be promoting then they won’t be able to help you in any meaningful way.
- Activity – How will they be promoting your content? Influencers can help promote your brand or product/s in many different ways. There’s no right or wrong here and the possibilities are endless. Try to come up with activities that will be beneficial to all parties.
It may sound like a lot, but influencer marketing is like any other form of marketing: it requires thoughtful and careful planning. The more effort you put into it, the better the results will be.
Finding the Right Influencers
Now that you have a rough idea of what you need, you actually need to find the right influencers for your brand:
Most brands work with more than one influencer at any given time.
As of 2018, 63% of marketers work with 10 or more influencers on every campaign.
So how do you find the perfect influencer?
You need to evaluate your influencers and find out all about them.
You need to think about:
- Reach – This is exactly what it sounds like. How many followers does your target influencer have on social media or their blogs? As we’ve already argued, this number doesn’t have to be in the millions, but if you want your campaign to be successful you need to ensure that your influencer has a decent following.
- Engagement – Numbers are good but loyalty is better. An Instagram influencer with only 10,000 followers may have a higher engagement rate than an influencer with 100,000+ followers. Less in this case really is more.
- Authenticity – You don’t want people to promote your products and sound like they’ve been paid to do it. Promotion should be subtle and effortless. Check your target influencer’s posts to see exactly how they promote other brands’ products.
- Personality & Niche – Needless to say you need to find influencers whose personality and style aligns with your brand’s message and values. Same goes for the influencer’s niche. If you design care products, try to find influencers that can and will want to promote your products (models, fashion bloggers, etc).
Look for influencers that are already talking about you by using hashtags. Influencers that are talking about you or about your industry are the ones you should try to engage with.
You can also use Google Alerts to search for keywords that are relevant to your brand.
By using the right keywords, you can find people who write about topics relevant to your brand.
When contacting influencers, make sure you sound friendly and approachable by showing your appreciation of their work.
Make a good first impression and make sure you don’t come off as too straightforward or demanding.
Most influencers receive hundreds of offers, so you need to make sure you stand out!
Create a compelling proposal that they won’t be able to refuse.
It’s always a good idea to meet in person with the influencer if possible.
Forming good and long-lasting relationships with your influencers is the first step to success!
Brainstorm and come up with some ideas on how you can collaborate.
A written agreement may not be necessary (and may put some people off), but make sure you communicate your goals, expectations and KPIs clearly.
Support your influencers in any way possible to ensure they create quality content.
Don’t be afraid to suggest things:
But make sure you don’t get too bossy!
Once their content is published, help them by sharing it across different social media platforms.
If you can, you should be tracking and monitoring their campaign from day one:
Is something working well? Keep it. Is something not turning out as you planned? Change it.
Once it’s all said and done it’s time to analyse the data and measure the ROI. Metrics that you’ll have to consider include:
- Website traffic – Was there a sudden increase in traffic after the influencer campaign? Chances are it was successful.
- Sales – A sudden increase in sales is a good sign. Use Google Analytics eCommerce to figure out whether sales increased during the influencer campaign.
- Social Media – A growth in your social media platforms is another good sign. An increased engagement rate means that people value and trust in your brand more than before.
And there you have it!
If your first attempt at influencer marketing doesn’t go as planned, don’t give up!
Go back to the drawing board and make some adjustments. Influencer marketing really is the future.
It’ll make you stand out from your competition and give you that edge you need to dominate the market!