A Beginner’s Introduction to Influencer Marketing
Source: EnvatoElements
Influencer marketing has been around for a while. What started as a marketing gig for an exclusive club of celebrities and a few influential bloggers is now a level playing field for all. From big brands to start-ups, everyone wants to capitalise on this shift in consumer-influenced purchasing behaviour which has picked up traction in recent times and we are here to elucidate the process for you.
What is influencer marketing?
It is a type of social media marketing that uses endorsements and product mentions from individuals who have a dedicated social following and are viewed as experts within their niche. It is entirely about leveraging the relationship that exists between an influencer and their followers.
Why is influencer marketing popular?
Influencer marketing has enormous benefits for brands; allowing them to observe and analyse their consumers, form a deeper bond with them and actually gain their trust.
It allows brands to ultimately increase their visibility and gain word-of-mouth leads.
How to get started with influencer marketing?
While Instagram influencer marketing is a well-known strategy, there are many other networks that are growing for influencers. Platforms like Snapchat, YouTube and TikTok have their own set of influencers with different demographics.
Like any marketing tactic, an influencer program takes deliberate targeting and planning.
Where to find influencers
First, choose the platform you want to focus on and the best way to go about it is to stick to the one your brand already has a presence on. If you’re unsure about your selection, social listening can help you identify where people are talking about your industry and brand the most.
If you want to cut to the chase and reduce your workload drastically, outsource the entire process to Billo and let them connect you to video creators. All you have to do is is list your requirements, select an influencer from their growing community of creators and pay per video.
How to contact influencers
Once you’ve shortlisted trustworthy influencers who may be the right fit for your brand, it’s time for outreach. You can either private message them on the same platform or get contact information from their bio and reach out to them accordingly.
What to pay them
Compensation is mostly determined by your selected influencer’s number of followers and whether they operate independently or are represented by an agency. The bigger the following, the more dollars you have to dish out.
Management strategy
Running a successful influencer marketing campaign involves careful monitoring and follow-up. Remember, influencers are human and some may fall behind in their commitments to post on time or may make errors in your requested tags. To nurture these relationships you need to be more hands-on and let experience guide your approach.
Focus on company goals for messaging
Be it general awareness or increasing sales, determine what your brand’s needs are to draft your message and use the influencer’s ability to reach your target audience.
While you don’t want to stifle an influencer’s creativity and unique voice, you also don’t want them to stray away from your campaign and post about something that is unrelated to your cause. Structure your influencer marketing campaign from the get-go and stick to it.
Measure results
There are a few ways of measuring the success of your influencer marketing campaign. One way to do this is by creating a custom hashtag to track the progress of your influencer. If you set up your goals and KPIs at the start of the process, you can refer back to them and access where you are so you can make adjustments accordingly.
