Influencer marketing is defined as “identifying and targeting individuals with an influence over consumers”, and can include everyone from celebrities, to pro-bloggers to regular consumers with a large following. To succeed with influencer marketing, you need a combination of strong strategy, the correct tools and authentic engagement.
What I love about influencer marketing is that even small brands can afford it. Leg work plus free product goes a long way. #adweekchat
— Sarah Reece (@SarahTheAdGirl) December 11, 2014
Why does influencer marketing matter? There are a number of reasons:
- Overcome market noise
- Learn about RFIs and RFPs
- Overcome market objections
- Gain insights into customer needs
To pick the right influencer – they need to be relevant, and have a high reach. When it boils down to it, there are four different types of influencer:
- Celebrities: Useful for both B2B and B2C, are influenced by financial incentives, but can be difficult to get on board.
- Opinion leaders: Best for press needs, will share articles, but may have personal views which class with the brand.
- Semi-pro bloggers: Will work for B2B and B2C, but will need to check whether blog traffic is relevant to their subject.
- Ambassadors: Customers who love the brand, and will generate interest and engagement.
READ MORE: How to Create Strong B2B Brand Advocates
The most effective channels for customer acquisition:
- Influencer marketing – 24%
- Email marketing – 22%
- Organic search – 20%
- Display advertising – 10%
- Paid search – 8%
- Affiliate marketing – 2%
- Other – 14%
Influencer marketing is the fastest growing channel for customer acquisition
— MOSTLY SUNNY (@itsmostlysunny) March 28, 2016
When it comes to platform, the most popular are:
- Blogs – 39%
- Facebook – 27%
- YouTube – 9%
- Instagram – 6%
- Twitter – 5%
- Other – 14%
If you’re looking for an influencer, aim for their blog!
Most effective platform for influencer marketing: blogs. Glad I know a couple bloggers. #RT16
— Jen Mann (@Throat_Punch) April 14, 2016
To build an influencer marketing programme strategically, follow these 6 steps:
- Identify relevant influencers through research: how are they connected to you and/or your audience?
- Create and develop your strategy: align the strategy with your business goals and objectives.
- Under the influencer’s engagement: what content do they share and how do they engage with their followers?
- Authentically engage with your followers: don’t make it fake – be real from the beginning, and you’ll end up with a long lasting relationship!
- Use paid media to amplify your content: this will help with lead generations.
- Collect data, measure, analyse and adjust: always optimise your campaign by analysing your current data.
Remember, influencer marketing isn’t easy, and shouldn’t be rushed:
- Be organised – build a good strategy and spend time on research.
- Don’t think that one size fits all – tailor your approach to each specific influencer.
- Be patient and be human – they are humans too, after all.
- Remember that influence doesn’t equal popularity – you’re looking for a specific action from customers, not a specific reach.
Good luck with your influencer marketing, and let us know how it goes in the comments below!
Courtesy of: Simplilearn
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