A Guide to Influencer Marketing #smlondon

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.

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

[Tweet “25% of search results for large brands are generated from customer social accounts. #smlondon”]

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:

  1. Celebrities: Useful for both B2B and B2C, are influenced by financial incentives, but can be difficult to get on board.
  2. Opinion leaders: Best for press needs, will share articles, but may have personal views which class with the brand.
  3. Semi-pro bloggers: Will work for B2B and B2C, but will need to check whether blog traffic is relevant to their subject.
  4. Ambassadors: Customers who love the brand, and will generate interest and engagement.

READ MORE: How to Create Strong B2B Brand Advocates

[Tweet “Influencer marketing can involve celebrities, opinion leaders, semi-pro bloggers and consumers. #smlondon”]

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%

When it comes to platform, the most popular are:

  • Blogs – 39%
  • Facebook – 27%
  • YouTube – 9%
  • Instagram – 6%
  • Twitter – 5%
  • Other – 14%

[Tweet “68% of influencers have blogs. #smlondon”]

If you’re looking for an influencer, aim for their blog!

To build an influencer marketing programme strategically, follow these 6 steps:

  1. Identify relevant influencers through research: how are they connected to you and/or your audience?
  2. Create and develop your strategy: align the strategy with your business goals and objectives.
  3. Under the influencer’s engagement: what content do they share and how do they engage with their followers?
  4. 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!
  5. Use paid media to amplify your content: this will help with lead generations.
  6. 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!

READ MORE: Why Influencer Marketing is the Most Innovative Way to Reach the Youth Market

Influencer marketing is a big thing: All you need to know

Courtesy of: Simplilearn