How to create an influencer marketing strategy Determine your objectives, know who you're trying to influence, understand the rules, consider the three R's of influence, compile a short list of influencers, research, communicate privately, and personally collaborate with your influencer to develop effective content. It may seem that influencer marketing is something new that has recently become popular. In fact, influencer marketing began 15 years ago. PayperPost, the first marketplace to pay bloggers for branded content, launched with a lot of speculation.
Since blogs were primarily viewed as online newspapers, many experts were skeptical that adding advertising or sponsorships to content was truly authentic. We've alluded to this a little bit before, but working with micro-influencers is definitely the way to go, especially for e-commerce brands. Don't be afraid to work with someone with few followers, as long as their engagement rate is significant. If you're working with an Instagram influencer, it can be easy to feel like you have to choose someone with at least 10,000 followers so they can take advantage of the swipe up feature, but that's not true.
That feature isn't a requirement for a successful campaign. Instead, they can use a direct messaging strategy that allows them to trust the connections they've built with their small followers to encourage them to learn more or buy. However, despite taking into account the current situation of the COVID-19 pandemic, brands are still using influencer marketing to connect with people and, at the same time, create a sense of well-being. Customers may have lower purchasing power right now, but they're unlikely to forget the brands that addressed their immediate needs during one of the world's most severe and disruptive pandemics.
The right influencer should be someone that your particular audience admires, trusts and respects. Interestingly, 71% of influencers believe that a person with an honest voice will always create magic. Another method is, to begin with, a Google search, if you know what the right question is. Such is the power of influencer marketing that, over the past year, the term itself, “influencer marketing”, increased by a whopping 325% in Google searches.
With the impact of COVID-19 and the rising costs of hiring an influencer marketer, micro-influencers are becoming increasingly popular. In recent years, Instagram has evolved and its popularity has grown exponentially to become one of the most used social media platforms. The numbers that explain Instagram's success are simply phenomenal: more than 1 billion people use Instagram every month; 500 million people use Instagram stories daily; 200 million Instagram users visit a business profile every day; the list goes on and on. These are the kind of metrics that demonstrate the importance of using Instagram advertising as a means to grow your business.
It's part of human nature to let ourselves be carried away by our close friends and family. That's one of the reasons why consumers are 92% more likely to trust their peers than traditional advertising when making purchasing decisions. So, to continue with our idea of a spring lipstick campaign, the following example gives you an idea of what your map might look like. Say that your new line is aimed at girls aged 15 to 25 and is sustainable, vegan and cruelty free.
During step number 2 of developing your influencer strategy, your marketing team's brain will likely start to overflow with content ideas. Depending on the breadth of your campaign, the structuring of this content promotion should be organized with a communication plan so that you can keep track of all your own, earned, shared and paid marketing efforts in support of the campaign. Influencers are included in Earned Media and can become paid and shared, depending on the agreement you have with the influential partner. Here are some great examples of brands working with influencers through 3 of the top influencer marketing channels available to inspire their influencer marketing strategy.
Did you know that 6 out of 10 YouTube subscribers would follow their favorite creator's advice on what to buy instead of their favorite television or movie personality? In fact, “almost 40% of Twitter users claim to have made a purchase as a direct result of an influencer's Tweet (Influencer Marketing Hub), so it's important not to discount these channels. Influence marketing is a marketing strategy in which brands partner with social media influencers to promote their products and services. Often, influencer marketing is part of brand recognition campaigns, but it can also lead to a lot of conversions and sales. This is important not only for the brand's internal reports, but it will also give you a clear indication of whether you should work with the influencer again in the future or not.
The success of influencer marketing depends on the influencer's voice and their relationship with their audience. Social networks and blogs are home to most influencers, although other creators, such as podcast hosts, may also meet the requirements. Start a free trial of Wrike to increase brand awareness, increase conversions, and successfully execute your influencer marketing campaigns. There is no need to identify or conduct market tests, since influencers can share psychographic and demographic statistics about their followers.
As a company, developing a marketing plan dedicated to influencers is a great way to reach your target audience to build brand awareness, increase purchase consideration and attract new customers. In this way, your followers learn to trust what is being advertised, so even if they didn't become customers the first time, seeing your brand name associated with an influencer several times will keep you as your top priority. While influencers continue to focus on creating the right aesthetic to grow their audience, the influencer marketing industry has grown so much that many have taken advantage of their social media followers to pursue a full-time career. While influencer marketing didn't exist a decade ago, the adoption of influencer marketing is increasing rapidly and 93% of marketers are using it today.
Working with influencers means that your brand name is reaching thousands of people who may have never heard of it before. Instead of a monetary payment, you also have the option of offering free products to your influencers in exchange for praise or brand promotions. E-commerce brands can now reach more people when they work with influencers, especially if they don't focus on showing only the perfect, highly filtered faces of their lives. Channels such as Twitter, Pinterest and Facebook play a role in influencer marketing, but they often function as secondary channels of distribution.
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