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In a nutshell, influencer marketing is a form of marketing where a brand collaborates with influencers to promote their products or services through various digital platforms.
And influencers are individuals on social media with huge followings in a particular niche or expertise.
Influencer Marketing Campaign Numbers
Research reveals that influencer marketing has helped many businesses achieve 11 times higher return on investment than traditional marketing.
In 2018, 54% of brands saw an increase in leads and revenue, while 58% improved brand awareness when they incorporated influencer marketing into their campaigns.
The numbers suggest that an influencer marketing campaign can be effective. So why are some businesses that use this strategy not seeing a remarkable upswing in results?
A first obvious reason – these marketers were working with the wrong influencers.
Also it could be not understanding their target audience. Or placing their content on the wrong social media platform. Or failing to build a solid relationship with the influencers.
But instead of delving into why some campaigns fail, let’s focus on how you can boost your own.
Research Your Audience
According to stats compiled by SmallBizGenius, 71% of consumers would rather buy from a brand after a positive interaction. And 37% used social media before deciding to buy a product.
Keeping track of how potential customers behave on social media platforms and monitoring their interactions could be very useful.
It can help you to tap into their minds and find out what they’re really interested in. And to choose the influencer who can effectively convey your brand message most effectively.
Tools such as BuzzSumo can also be used to search for trending topics and popular content in your niche.
Choose the Ideal Influencer
Metrics to consider when selecting a potential influencer include industry relevance, content quality, and personality.
It’s easy to be deceived by an influencer’s apparent popularity—some of them have massive followings but low engagement.
Collaborating with micro- and mid-level influencers is your safest bet. These influencers may only have between 2,000 to 50,000 followers.
They deliver 60% higher engagement rates than influencers with more significant followings. Marketing campaigns with micro- and mid-level influencers are also 6.7 times more efficient.
It’s also important to understand the target audience of the influencers and take note of how they interact with followers.
As a marketer, your goal is to evaluate how well the influencer’s audience and the nature of their interaction can relate to your brand.
Do Not Control the Influencer’s Style & Voice
Although it is your responsibility to set the tone of your brand, it’s also essential to give the influencer some creative freedom.
If you force them to do it your way, it might end up doing more harm than good.
Keep in mind that every influencer has his or her own style and has control over their followers. They know what they’re doing.
If the audience detects a difference in tone and style or if the content looks staged, they won’t buy it.
Authenticity is the key if you want to drive more engagement, expand your reach, and ultimately, increase conversions.
Wrapping Up: Build a Connection with the Influencer
Don’t just dismiss influencers as mere marketing tools.
They are real people who have the potential to influence your brand reputation and help your business in the long run.
Building a robust, collaborative relationship with them is the only way to go.
You can start by inviting them to events sponsored by the brand, encouraging content co-creation, and contributing to a cause the influencer cares about.
The latter may even benefit your business as, based on research, 79% of consumers support the product of a company operating with a social purpose.