What is Influencer Marketing?
Influencer Marketing is a concept that identifies people who have a strong influence on a brand’s industry or target audience. It involves a business partnering with an ‘influencer’ to promote their product or service to an engaged audience.
Why Use It?
While the concept is relatively new, it has proven to be a key tool, in any ‘Business to Customer’ marketing. It is shown to;
How to use it effectively?
Before you use Influencer marketing, you need to understand the fundamentals of your audience. It is really important to get this part right if you want to use Influencer Marketing effectively.
Setting your KPI’s
Using Influencer marketing can be highly effective but before you dive in, you need to decide what you want to achieve from it. You may want to drive more sales, gain more followers to your social media accounts, drive traffic to your website, create awareness of your brand or a new product, gain new reviews which can be used on social, amazon, your website, create more word of mouth, email sign ups, google searches.
Setting out these KPI’s will help you work out exactly what you want from this campaign and determine the level of partnership you enter into with an influencer.
Ways to work with influencers
Before you offer a collaboration, take the time to get to know your influencer. Building up a relationship will help you get the best out of the collaboration and set you up for future campaigns. While this may be more challenging with Mega and Macro influencers, finding out about them before you approach their agent will honestly paid dividends.
Lets start by seeing what campaigns will best help you connect with the type of influencer you want to work with;
Different campaigns include;
Gifting: Providing an influencer with a product or service in exchange for mentions, posts or stories.
Sponsored Posts: Paying an influencer to share your product or service or to create content that is directly linked to your brand. Sponsored posts allow you to have a level of control over the campaign message.
Giveaways: A brilliant way to build your social media following by gaining exposure from the influencers audience.
Blog Post Reviews: Commissioning an influencer to review your product which will live on their social channels and/or their website. Make sure they include all the appropriate website links & social media handles.
Affiliates: Creating an affiliate programme is an effective way to incentivise an influencer to share your product regularly to encourage sales. The idea would be for the influencer to can earn money each time someone makes a purchase using their personalised link or discount code.
Brand Ambassadors: Partner with an influencer who will actively promote your brand in exchange for gifts and discount codes.
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