You’re Still Not Using Influencer Marketing?
Influencer marketing has become extremely popular within the last few years. As we are becoming more and more technologically advanced and social media platforms are showing up everywhere, influencer marketing has emerged to the top and companies are devoting more time and effort to the tactic than ever before.
It’s also a great addition to social media and content marketing. As a digital agency that’s constantly researching innovative ideas for the latest advantage, we highly recommend implementing influencer marketing as a part of your cohesive marketing plan to help get your brand on the radar.
What is Influencer Marketing, Anyway?
You’ve most likely seen celebrities teaming up with a company to pitch a product in ads, commercials, and social media. It’s a great way to get a familiar face to promote your brand, the more well known, the more recognizable for your brand.
Influencer marketing has a broader set of requirements and unlike celebrities, they can be anyone! What makes them influential is their large followings on the web and social media. Influencers can range from popular fashion photographers, cybersecurity bloggers, to even a marketing executive on LinkedIn.
Influencers are people who have spent a lot of time building their own brand and cultivating their audience. Their reputation and their following, made up mostly of people who trust them, will be at stake, so naturally, they are protective and picky about what and who they chose to advertise for. It isn’t just about finding someone with an audience and offering them money to say good things about you (that’s what celebrities are for).
Why is Influencer Marketing Important?
Today, with the internet at our fingertips, consumers have unlimited freedom and choice over the content they wish to consume. This creates a slight problem for brands as their target audience spreads over a variety of different media channels and becomes difficult to reach target audiences. At the same time, consumers are becoming increasingly skeptical of brands and marketing tactics. Some tactics are getting old and building trust in a brand is crucial.
Advertising through influencers offers a solution to this problem as brands can promote through a niche that the influencer is a part of. Trust is built when they see the influencer love the product they are promoting and if consumers see they love it, consumers themselves might, too.
What Should You Look Out For?
Trusting someone to promote your brand by sending free or discounted product is always hazardous and the authenticity of the influencers is something marketers need to watch out for. Given the Fyre Festival influencer pitfall, the relationship between brands and influencers have grown to be insecure.
Influencer marketing is about building long-lasting relationships between brands and few and specific influencers. It becomes beneficial for the consumers since the low number of influencers correlates with a genuine product and beneficial for marketers because it’s easier to keep track of a handful of influencers rather than a horde.
It’s also good to generalize your approach to finding and making use of different influencers, then tailoring your approach to the specific influencer. Simply looking at the popularity of the influencer is not the only thing marketers should focus on.
What are the Best Practices for Effective Influencer Marketing?
It’s tempting to think you can simply join forces with an influencer and quickly win your way into the hearts and minds of their followers. Unfortunately, it’s not that simple. You have to earn the trust and respect of the influencers first.
Marketing with influencers isn’t about a quick payout. They have had the patience to focus and succeed in social media, one organic follower at a time. It’s the same slow and steady approach as social media and content marketing, where your campaign is about demonstrating your authority, credibility, and thought leadership within your industry.
To find the correct influencer for your brand, you should follow these steps before contacting them:
- Define your audience
- Discover the right influencers
- Take actions and engage
To convince an influencer your brand is right for them, you need to market your brand to influencers. This means engaging with potential influencers across social accounts. And we mean engaging by commenting, demonstrating knowledge, and personality, not solely liking and following.
It can also mean curating specific content to get the attention of influencers. While the influencer’s followers and audience are the end goal, to get there, brands need to market themselves to the influencer.
If you would like to learn more about influencer marketing or need help with an influencer marketing strategy, give us a call at (720) 446-6640 or email us at firstname.lastname@example.org