Traditional marketing has died
If you pick up any marketing textbook from before basically 2008 you’ll find they’re lacking so much. They don’t touch on new social media platforms or ones that are starting to grow. Back then there was no talk about using Facebook, Instagram, Twitter, even Snapchat, to market products and services. Skip forward to 2018 where social media use is booming and we have to start considering a move away from traditional marketing tactics to new innovative ways to reach consumers. So how does your brand reach its customers but also convert them? With influencers.
Influencer Marketing can reach customers and convert them
We tend to trust recommendations from people we know-or actually even from strangers. Just the fact that someone else tried or used something and had a good experience makes us more likely to try it out too. When it’s something where buying may be risky or pricey this becomes even more important.
Trust is the best currency to use is marketing. If your brand or business doesn’t have trust or credibility then consumers won’t develop brand loyalty. To make your business successful you need to reach consumers in an inspiring way that will help establish trust and grow a long-term relationship. That’s where influencer marketing comes into play.
You can use influencer marketing at any stage of your business-whether you’re a startup, a medium sized business or an enterprise. One study on influencer marketing by Tomoson showed that this type of marketing strategy yields a $6.50 ROI for every dollar spent! That’s insane to think of and its no wonder it’s the fastest growing channel to gain customers online!
How can I “use” Influencers for my business?
Pick the right influencer
Picking the right influencer is the most important step. You don’t want to work with someone who isn’t relevant to your business as your target audience won’t know them and their audience wouldn’t be interested in your product. Do your research by Googling or hashtag/keyword searching and seeing the top posts and accounts related to your search. You can also use sites like BuzzSumo or Influence.co or even Viral Nation to help you get started.
Get someone relevant
To find the right influencer you need to decide if they’re relevant. Are they a leading voice or trusted source in your industry? Do they produce content related to the industry you’re in? If you work with relevant influencers you can reach the audience that’s most likely to use your product or service.
Engage, engage, engage
Next, you want to make sure your influencer is engaging. People need to be liking, sharing and commenting on their posts. This isn’t the same thing as the size of the influencer’s following. They could have millions of followers and people constantly liking their posts-but if there isn’t any engagement of their audience you won’t be able to leverage them to sell your products or services. You can calculate engagement rate with a bit of math:
Average # of (likes, comments, and shares) / # of followers
Keep your influencers happy!
Give your influencers fair compensation-this is the biggest issue for this type of marketing strategy. Some micro-influencers may not charge you if you offer them some kind of lifetime discount or free products. Also, let them have some creative freedoms. If you’re too controlling they won’t want to work with you and don’t forget this is their audience too, you don’t want to ruin the campaign’s authenticity or ignore the influencer’s ideas.
The most important thing to remember
The most important consideration when choosing and working with an influencer is to always be nice and respectful. You’re not trying to use these people, you want to maintain a partnership that can be beneficial to both of you. Don’t burn bridges, you never know when you may need to work with people in the future or how past connections can help you gain new ones. People are always questioning authenticity so the more genuine a relationship/partnership is, the better. So always remember: be nice-influencers are in no way obligated to work with you 😀 !
Make sure Influencers are benefitting you
The biggest advantage to this strategy is simply reach. With more and more people being online more and more advertising is becoming digital. We’re bombarded with ads every second we’re online. Because of this, more and more people are finding ways to block such ads. Almost 50% of online users have some form of adblocker. This means it’s harder to share online so influencers can help you jump this hurdle.
They can also boost your SEO by getting your name, your brand, and what you do listed online to rank well for SEO purposes. For example, at Fera we want our name out there with keywords like e-commerce, social proof & urgency, and even conversion booster.
Establishing an online presence is more important than ever and it has become key to successful, modern marketing. Without it and the trust and credibility, you can curate your business may not fare so well. So what are you waiting for? Find out how you can get influencers working for you and creating a strong image for yourselves. It basically gets all the hard work done for you and you can watch your business grow!