Marketing has changed significantly over the past few years, and now more than ever it’s important to ensure that your company’s message reaches consumers in the right way. That’s where influencer marketing comes in; this form of marketing involves partnering with an influential person, or influencer, who already has thousands of followers on social media platforms like Instagram and Twitter. When that influencer posts about your product or service online, his or her followers will see it and may also be influenced to try it out for themselves.
1) Choosing the right influencers
If you want to make influencer marketing work for your business, you need to start by choosing the right influencers. Look for social media content creators who have a large and engaged following, and who produce high-quality content that aligns with your brand. Once you’ve found a few potential influencers, reach out and see if they’re interested in working with you. If they are, collaborate on a plan for creating great content that will help promote your business. Offer them incentives or payment for their time and effort. The level of engagement can vary from an influencer promoting your product in one of their posts to having them create branded social media content exclusively for you. The key is to build a long-term relationship with these partners, so it’s important to be flexible about how you work together as both parties grow and evolve over time. It takes time to build trust and find the right fit, but once you do, influencer marketing becomes much more effective.
2) Targeting micro-influencers
As the world of social media continues to grow, so does the influence that individuals have on their vast network of followers. In fact, according to recent studies, micro-influencers (those with less than 10,000 instafollowers) are actually more effective than celebrities when it comes to promoting products and services. Here are three ways you can make influencer marketing work for your business
- Start by getting to know your audience: The first step in executing a successful influencer campaign is understanding who your target audience is. You should know not only what they care about but also how they behave and what they like. Once you’ve identified your perfect match, think outside the box when it comes to finding potential influencers. Once you’ve identified the best candidates for your campaign, don’t be afraid to go niche! Instagram is overflowing with niche accounts focused on everything from fashionistas and dog lovers to fitness freaks and tea aficionados. There’s an influencer out there waiting just for you!
- Give up some control: When working with an influencer, remember that they are self-employed freelancers working as independent contractors. They will be creating content based on what THEY think will resonate best with their fans rather than following any strict marketing plan outlined by a brand or agency.
3) Going broad with content
If you’re looking to reach a wider audience with your social media content, influencer marketing is a great way to do it. By working with influencers who have a large following, you can get your content in front of more people. But how do you make sure that your influencer marketing campaign is successful? Here are three tips on how to make influencer marketing work for your business:
- Try using multiple platforms – Instagram and Facebook have different demographics so don’t just rely on one.
- Select an appropriate type of content – You should post the type of content that your followers would be interested in and
- Find a good match – Don’t just choose an influencer because they follow back; find someone who will be a good fit with what you want to share. What are some other ways to make influencer marketing work for your business? Let us know in the comments below!
What does making influencer marketing work look like for a real business? Well, let’s take a look at Brondell LooLoo. In 2012, Brondell launched on Kickstarter as ‘the world’s first hands-free bidet toilet seat.’ The product itself was innovative but it wasn’t enough to convince customers to invest in their first bidet. To raise awareness about their product, Brondell partnered with an influential blogger whose followers were already familiar with health and hygiene products like bidets. By simply receiving permission from her followers to include them in her sponsored posts (i.e., she didn’t ask them directly), she was able to target potential customers without offending them or disrupting her brand.