Basics of Influencer Marketing in 2017
Influencer marketing is selling your products and services with the help of an individual who has considerable trust from their audience. The greatest example of an influencer is Kendall Jenner who currently makes her living as a model on Instagram. She regularly gets paid through brand deals with big companies who are eager to tap into her audience of highly engaged fans.
The rise of influencers on platforms like Youtube, Instagram, Snapchat, etc, has created a wealth of opportunities for the few visionary brands who’ve recognized the great opportunity. This new medium has enabled brands to connect with consumers more directly, naturally and at greater reach than the vast majority of traditional marketing such as print or TV ad campaigns. People are more likely to pay attention and listen to their favorite youtube star than a random company who just wants to sell.
But did you know influencer marketing is not a new thing? It’s built on the foundation of word-of-mouth marketing. The only difference is that social media has now amplified this age-old concept over 1000x in the modern era.
The Impact an Influencer can have on your brand
If both the influencer’s target audience and yours match, having an influencer promoting your brand to their followers will definitely give your company a push in the right direction. It’ll give you tremendous brand visibility and expose your brand to customers who were already interested in what you had to sell.
The average consumer nowadays doesn’t respond well to the typical format of ads. They’re being constantly bombarded by multiple corporations, ramming down their throats different products that they just don’t need or want and as a result people are less trusting of brands as a whole. But on the other hand what they do trust is an actual human being truthfully recommending a product they like.
How to find relevant influencers
There are 3 things to follow when looking for influencers:
- Context – Is the influencer relevant to your niche? Does it make sense to partner?
- Reach – How much influence do they really have? How many followers can they reach?
- Engagement – Are their followers actually engaged and likely to take action?
Before hiring an influencer to make sure that the data and analytics make sense. Find out who your target audience and which group of people are most likely to actually buy from you.
Picking your platform
Typically the best social media platform to go for influencer marketing will tend to be Instagram simply because they have such a huge pool of talented creatives who are probably excited to work with any brand. The second choice would obviously be Youtube with such a huge pool of video-based influencers who are likelier to have highly engaged audiences.
Then there’s Snapchat which has the highest amount of engagement compared to other platforms but doesn’t have a concrete, standard way of advertising towards people. Unless you’re feeling daring, courageous and most importantly creative I’d avoid Snapchat(but if you’re able to pull it off that’s big $$$).
Reaching out to Influencers
After you’ve found which influencers match with your brand, you need to reach out to them and create a relationship with them. The best approach is to be direct. Directly contact the person through – email, phone, social media – it doesn’t matter but make sure you get through to them.
Remember though, many influencers are regularly approached by brands. So make sure to offer them something that you truly believe is worth their time. A free product for review purposes is an effective strategy that some brands have adopted.
Track your Results
After you’ve come up with your marketing strategy and contacted an influencer, make sure to install Google Analytics on your website to see exactly how effective your influencer campaign. Make sure to track the number of people who landed on your website, if they actually checked anything out on your website and most importantly if your campaign actually converted to sales.