Social media is a surefire way to increase influencer marketing. Why? It’s a testimonial that is incredibly powerful. It’s word of mouth advertising at a large scale delivered by social media users who have huge followings and high engagement. Instead of just one person finding your reviews, thousands, if not millions, of people can learn more about your business by following an influencer they trust, like, or are already familiar with.
Influencer marketing is effective when done right. A study showed that 71% of those who have used influencer marketing say that the quality of their customers and traffic is better than what they get from other channels.
What can influencer marketing do for your company? Continue reading to find out more and make a decision.
What does it mean to be an influencer?
Influencers are more than just people with devoted followings. They have the authority, credibility, and tools to convince large numbers of people to do what is best for your business. While some of these influencers might be celebrities, it is important to remember that not all famous people use their platform for influence.
A celebrity influencer may not be the most well-known. An influencer could be an entrepreneur, blogger, or someone with expertise in a specific niche. It doesn’t matter if they are a celebrity to theaudience. Even though most people don’t know their identity, their followers are able to identify them as celebrities just like actors and athletes. A journalist, industry expert or academic could all be considered an influencer.
They might have influence on just one channel or a few. To reach their audience, they might use a blog or podcast. While Instagram is the most used channel for social media influencers in terms of volume, it must be considered that your business’s specifics will influencer marketing. If you are selling high-end products, your approach might be different than if someone is offering business tools.
How to interact with influencers
Influencer marketing is only possible if you have a good relationship with them. You must first find the right people to align with your business goals, products, values, and interests. These are the four steps you can take to get influencer marketing off to a good start.
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1. Limit your search to influencers who have the right reach
Start by looking at the different types of influencers. Macro-influencers are those with 100,000 to several millions of followers. These influencers can be celebrities in pop culture, but they also have the potential to be industry experts. An influencer is someone who is trusted to provide information on a hobby or interest, such as Bob Vila about home improvement.
Although micro-influencers are smaller in number, they often have larger followings. This is measured by the frequency with which someone comments, likes, saves or interacts with a post. One study found that influencers who have fewer than 1000 followers had an average of 15% engagement, while those with more than 100,000 saw only 2.4%. It is important to verify an influencer’s engagement. If they have 100,000 followers but only a handful of comments, it could indicate that they are not suitable for your marketing goals.
You don’t necessarily need to target “big fish” or macro-influencers who may charge thousands of dollars to write about your business. You might instead identify five to ten micro-influencers that are more likely to have sway with your target market. You can get great results at a lower cost and with a wider reach.
2. Find the most influential people to represent your company
Once you have identified the influencers that you are looking for based upon reach and engagement, there are some things you should consider. Do they post content related to your products/services? Do they have expertise or authority in the niche of your business? Are their values compatible with yours? Is there anything that makes you feel uncomfortable about their influence? This is crucial because you are asking them to speak for you!
Asking your existing audience for recommendations is one way to find influencers that would be a good fit to your business. What are their social media followers and who do they listen? What podcasts are they listening to? To learn more about your audience, you could conduct a survey via email or social media.
Next, take a look at your competitors. What influencers do they use? Are you impressed by the impact it has on their marketing? Do you think you could do something similar?
To maximize influencer marketing, you can also make use of various online tools such as the ones in this article.
3. Select a platform
Start by selecting one network to begin with. You can always grow later! It is best to choose a platform where you already have a following and presence. Take into account the demographics of different platforms and how they relate to your business. This article will give you great tips on choosing the right platform for your business.
4. Reach out to influencers
You can usually initiate a conversation through private messaging or contact information that an influencer has on their profile. Many businesses start by offering free products. They share the products they hope influencers will love and promote. This can be a great way to get firsthand experience with products, but it could also be a pressure on the influencer. If they receive a lot of solicitations, it is possible for emails asking for their assistance to be overlooked.
Respectful and distinctive behavior is important. Start by offering to help those you are contacting. These are just a few ways that you can help:
- Comment or like their posts
- Your comments should be informative and helpful for their audience
- Please share their posts
- Check out their products
- Ask them to interview you and make sure to share the article with them once it’s published – on your social media accounts, or elsewhere – so they can promote it.
Follow up and be authentic Trust is earned. Treat the relationship as a partnership, not a transaction. Keep nurturing it!
How to make an influencer marketing campaign
After you have gained the trust of an influencer, you can reach an agreement. While it is best to consult a lawyer when entering into formal agreements, you may also consider using the services of an influencer agency. Next, you will need to work together to develop the marketing campaign that you want them to execute. This article provides great examples of large-scale campaigns to get your creativity flowing.
These are key points to keep in mind:
- Campaigns will be more successful when influencers post multiple times instead of just one. Social media is too fast to allow one post to make a significant impact. You should arrange to purchase multiple posts from each influencer with which you are connected.
- Track your results. Track sales offers by including coupon codes, tracking hyperlinks, or affiliate codes. This will allow you to track traffic and purchases. To track engagement, you can also create your own hashtag.
Learn from your mistakes! Assess the results of a campaign and learn from them. Learn from your mistakes and apply them to the next campaign. You will improve your ability to run campaigns and increase your influence and revenue.