Social media influencers are a relatively new phenomenon in recent years. From their early days trying to find out more photo editing tutorials for beginners, to finally having millions of followers, these influencers have come a long way. They are bonafide celebrities today and are often as well known as actors, athletes, and musicians. And partnering with an influencer as part of your marketing strategy can ensure your product and service reaches the right audience.
Not only do these influencers create trends and connect/entertain their audience, but they can also help businesses grow. If you work directly with a major influencer, it can lead to a lot of reach and exposure for your product or service.
To do influencer marketing well, you need a strategy. This article will go over some useful tips to help you set up a successful marketing strategy with influencers.
What is Influencer Marketing?
Influencer marketing is a type of social media marketing where a business partners with someone who is a trusted authority in a particular industry or with a target audience. These influencers have a dedicated following and are considered experts in their niche. They have earned the trust of their audience. When they recommend or review a product or service, it serves as a quality benchmark for your potential customer.
Find an influencer in the right niche
A lot of things go into choosing the right influencer , like their reach, how they connect with their community, and even their reliability. But perhaps most important is finding an influencer in the right niche. For your influencer marketing journey to be successful, you need to work with someone whose audience is closely related to your target market.
You want a lot of crossover to ensure you have the best chance of getting new customers. If you're selling a skincare product or a type of makeup, you'll want to work with a beauty influencer, not a fitness influencer. If you choose the wrong influencer, their audience might have zero interest in your product. This partnership would be a huge waste of time for you.
You want the influencer's fans to be excited and interested when they feature/talk about your product or service. A good way to make sure you're choosing the right influencer is to track your results and ensure marketing efforts are effective.
Communicate well
Communication is important in any business relationship, but especially between a company and an influencer. You need to work with them to make sure the content they post showcasing your product is what you want. But it also needs to match your brand.
Working with influencers isn't always cheap. You need to make sure they present your product in a way that you like. If you just let them do exactly what they want, you might find that they miss mentioning certain things and their fans aren't excited about what your product or service offers.
However, avoid getting too involved in the creative process of the post or video. If you try to direct and direct them, many influencers will simply walk away from the deal.
Instead, a good idea might be to give them a light script of the things you want them to say or tell them about some features you want to make sure they mention. Give them some freedom, but be sure to let them know the points you want to cover.
Consider micro-influencers
When many companies look for influencers to work with, they often opt for mega-influencers with tens of millions of followers and fans. While these people can help a business grow, they also charge significant fees to do so. For small businesses, this may not be practical.
A better idea may be to work with a micro-influencer. These are individuals with typically 10,000 to 100,000 followers. This is still a significant amount, but they are often much more affordable to work with.
Besides being cheaper, many of these micro-influencers have a better and closer relationship with their audience. This often means that fans will trust these influencers more and feel more connected. These fans will be more willing to check out the things the influencer promotes or talks about.
Plus, for the price of one mega-influencer, you can often work with multiple micro-influencers to access each of their unique audiences. Many of these micro-influencers are easier to reach and will also be more willing and enthusiastic to work with you in many cases.
In conclusion, we hope this guide was able to help you create your influencer marketing strategy and succeed.
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