Influencer marketing is taking the world by storm since 2017, and around 87 per cent of marketers have shown interest in launching at least a single influencer marketing campaign since then. There are various reasons behind this, and perhaps the most interesting and well-documented reason is that it offers social proof.
In a recent survey conducted by ‘Yankelovich Centre for Social Science Research’ at San Diego, it was revealed that the people of the US are exposed to around 5000 ads in a day. Such an overwhelming aura of the advertisements are leading to a phenomenon called ‘banner blindness’ as the audience try to tune out these ads mentally. Around 47 per cent of consumers are making use of ad blockers, propelling the brands to use some other course and pay the influencers for representing their products to the consumers.
Even though this is the perfect time to experiment with various means of influencer marketing, experts have carved out some practical means of marketing to maximize your return.
Considering the brand and the products:
Before you look out for influencers around you, you should first take a comprehensive look at your own brand. Many industries are overloaded with influencers who are easier to identify compared to other industries. For instance, fashion and beauty brands have already been using influencer marketing and 60 percent of those businesses have their strategies well-devised and around 21 per cent are chalking out plans to launch campaigns in the coming one year. If your business falls under industries like health and wellness, consumer technology or food and beverage, you have a better chance of using influencer marketing.
Choosing the right influencers:
The most taxing aspect of influencer marketing is finding professionals who are fit for your job. Around 73 per cent of brand owners agree that coming across the right influencers is the hardest part, and thus, a lot of care must be taken to select that person. Once you have someone to share your products, he or she becomes an integral part of your brand.
Thus, invest your time, expertise and diligence to find the right influencer. Take a look at his or her previous social media posts to determine whether or not they can mirror the goals and missions of your business. It is wise to work with influencers who have huge social media followers as it widens your horizon of reaching out to many at once. Always remember that influencers are continuously reached by many different marketers and brands, so try to approach them only when you have got complete clarity of your thoughts regarding what you are trying to achieve and what will the influencer get in accepting your offer. They will obviously not work for free and would expect a substantial return to promote your brand/business.
Don’t underestimate the power of small follow counts:
While it is absolute bliss to have influencers who is also a social media celebrity, you should attempt to look beyond the first list. This is because 72 per cent of experts suggest that relevance is more important than reach. So when you have found someone who can reach out to the target audience, be rest assured that you have hit the bird’s eye regardless of your influencer’s number of followers.
Creative freedom should be of paramount importance:
The influencers you have chosen resonate with their target audience for some definite reason. As you have determined that the chosen brand ambassador matches the standards of your brand, you should allow that person to work freely. The last thing an influencer wants to hear from you is a sales pitch or a demand for their attention. Influencer outreach means taking the time to build a relationship with the influencer. You should never impose rules as it may contribute to breaking the connectivity. If you don’t allow your influencer to fly freely, it might have a negative impact on the influencer’s posts, which could forbid the followers from engaging.
Involve the Influencer in effective strategizing and marketing:
Although it sounds little far-fetched, always involve the influencer in the tactic of promoting your brand and how the entire process should be run. It might differ from your vision or what original plans you had, but always be open to the expert advice that the influencer has to offer. You will eventually notice that by allowing influencers to participate, promote and even to some extent dictate your brand strategies have resulted in much higher exposure to your product. The audience already has their faith in these influencers, and so this will eventually bring you a lot of benefits.
Image:Your Charisma BV
Tracking the metrics at regular intervals:
Tracking the success of your campaign is the best way to determine whether or not it is working. It would be impossible to bring about changes when you are unaware of what is effective and what is not. There are several automated softwares like Google Analytics that can show the source of traffic. If you see that any of your influencers are not able to bring home productive results, you will be able to know it beforehand and make the required adjustments to the marketing strategies. If your influencer outreach has been successful in meeting the goals you have targeted, such as being mentioned as a guest post on a top, well-read blog or being interviewed on a well-known podcast, it is sure to make a more comprehensive impact on your business than more traditional forms of advertising or brand recall.
Influencer marketing campaigns are immensely useful in converting followers, and thus, more and more brands are investing in them. But you should also be watchful of fake followers of an influencer that would appear to be having a massive fan base than what they actually have. You can always make use of tools for detecting fake accounts so that you always land up to influencers with authentic and genuine followers. Using influencer outreach is one of the most effective types of digital marketing nowadays. By maximizing the already established reach of influencers in your niche, your brand will become known to a much larger audience in shorter time.