Influencer marketing is a kind of social media marketing that utilizes endorsements and product mentions from an influencer, who has a dedicated social media following and can be viewed as an expert in their niche or industry. This marketing strategy works because of the high amount of trust that influencers have built up with their following, and recommendations from them serve as a form of social proof to a brand’s potential customers.
Influencer marketing is more than a numbers game. It’s all about building a real community around your brand and your products. Social media users are influenced by what they see and the aesthetics of a social post. Bright images, images of food, and potential free products are what draw attention to an influencer’s post. When the ‘typical look’ of influencer marketing no longer becomes unique, what comes next?
This is an industry that was estimated to make more than $10 billion last year. Want to get started? Here are some strategies you can use for this booming industry.
Dedicating time and resources to influencer marketing
Your community and your influencer marketing are two different but important pieces in relationship management. If you do not have the time to execute them well, then separate them and have the right relationship management for both elements of either influencer marketing or community building. Without a full execution, your plans will only stay as a plan unless you have the time to get them done fully, effectively, and correctly. By giving yourself time and resources to dedicate to influencer marketing, you will be able to serve your influencer and community better in the long run. You will need to consider the way you are reaching out to these influencers, what you are willing to offer them as compensation, and how they will
Set up a budget for your Influencer Marketing Campaign
When setting up your budget, make sure you factor in time for planning, what you are paying your influencer, execution of their posts, and review of your influencer program. Running a successful influencer marketing campaign is not a one-and-done deal, it involves careful monitoring and following up.
Prioritize conversations over a large following
The number of followers a given influencer has is NOT everything. Just because someone has a large following, does not mean that they will bring you money or attention to your business. It can be tempting to look at a follower count and think about money. These followings don’t translate to web traffic or conversations, niches do. Micro and Nano Influencers can sometimes attract the highest conversion for your business as their following is much more loyal and targeted. A Micro-Influencer will have less than 100K followers and a Nano-Influencer will have less than 10K.
Decide on goals and messages
The two most common reasons for using influencer marketing are to elevate brand awareness and increase sales. However, instead of setting these broad targets as your two goals, it will be more effective to kick off your strategy by figuring out what your brand’s needs are. Influencers have the ability to reach very specific audiences, so it’s important that you use the right messaging to the right audience. Instead of you relying on thousands of followers an influencer has, they will help you ensure a very targeted audience who is likely to be interested in your product reads and engages with your content. Your message is just as important as your goal.
How and where to find influencers
First off- do some research. Find influencers that have a connection to your brand, product, or company. You can find influencers using services like Twitter analytics or just scrolling on social platforms. Ask yourself these four questions:
- Does the influencer already post about similar things to your service? For example, if you’re an art company and you want to promote your supplies, you should be looking for influencers who regularly post about art and the art they create.
- Are they legit? This means scrolling through their feed and clicking through on posts. A poor engagement ratio to follower count and spam-like comments are signs of a fraudulent account.
- Have they worked with similar brands before? Depending on what type of influencer you’re looking for, a seasoned one will be able to show you a press kit that contains a portfolio of their work. The more you invest in an influencer, the more you’ll want to vet them.
- Do these influencers have the same goals as you? This is the most important question you will want to be answered “yes”. You want to find someone who is not only relevant but wants the same outcome as you do for your company.
After finding them, try to find their contact information so you can reach them directly as opposed to over a DM. They are more likely to read see messages via email or voicemail. With that said, if there is no trace of contact info, DM is perfectly fine as well.
Treat your influencers with care
The key to a positive partnership with influencers is to make sure they feel valued. Keep an ongoing relationship with them- do not start out strong and then forget about them when a campaign has ended. Keep your influencer up to date on your products and your company, such as sending them products and being there as a support system if needed. Check in on them to see how they are and communicate with them regularly. This shows that you actually care about them and are not just using them strictly for money-making purposes. They are people too!
Following these simple steps will help you create the best influencer marketing strategy for your business. Happy researching and marketing!