The Complete Guide to Influencer Marketing on Social Media
One of the biggest innovations in internet marketing is influencer marketing. Who would’ve guessed that social media would create a whole new branch of business whose leaders can make or break a brand?
Just consider that:
- 89% of marketers say that ROI from influencer marketing is comparable to or better than other marketing channels.
- 17% of companies spend more than half of their marketing budget on influencers.
- by 2020, influencer marketing is on pace to become a $10 billion industry.
Influencer marketing has become so popular in the world of digital marketing because it has incredible power over people. The benefits are many, but the key ones are:
- Brand awareness.
- Reaching new audiences.
- Driving leads.
- Generating sales.
- Increasing the number of subscribers.
However, you won't be able to see these benefits if your influencer marketing campaign isn't thoughtfully approached. We’re here to teach you everything you need to know to make influencer marketing work for you.
Find influencers in your niche
For starters, do some research and find influencers who are popular in your industry.
In this way you’ll:
- Have a better idea of who their audience is.
- See how they usually interact with the audience.
- Find out what type of content works for people in that niche.
Don't hesitate to interact with your chosen influencers by liking, sharing, or commenting on their posts.
Look for audience alignment
One of the most crucial aspects of influencer marketing is that the influencer's audience aligns with your target audience.
An influencer can have some amazing content but if their followers don't match with the audience you are targeting, the content won’t have any effect.
For example, working with an influencer whose audience is mostly Millennials to promote shoes that help with chronic pain is just a waste of money.
Compare the demographics between your target audience and their followers and find your match.
Set your budget
Influencer marketing demands some investment, and it’s important that you set your budget in advance.
Your overall budget could include:
- Influencer fees.
- Production costs.
- Product costs (for shipping a sample to the influencer).
- Influencer agency fees.
Talk with your chosen influencer about all the potential costs before you decide to collaborate and agree on a specific budget. You don't want any unexpected costs to surprise you.
While the pricing differs from influencer to influencer, digital marketers generally use the £100 per 10K followers rule to calculate an average cost for influencer fees.
Provide quality of content
Ensure that your influencer posts content about your brand, product, or service that is worthy of people’s attention. No matter how loved an influencer is, they need to mention your brand in a relevant way for it to matter to their followers. People will notice if the influencer isn’t interested in your brand.
Before you reach out to an influencer, check out their content (especially sponsored posts) to see how they usually mention brands’ names in their posts. Is it natural and engaging, or does it seem forced and alienating to their audience?
Prioritise the channels
Social media includes Facebook, Instagram, YouTube, Twitter, Snapchat, TikTok, and others. Having all those platforms at your disposal can leave you confused about which choice is the best.
You should be led by facts and use the most popular channels. The most important social media channels for influencer marketing are:
- Instagram (89%)
- YouTube (70%)
- Facebook (45%)
Considering that Instagram is undeniably the most used platform for influencer marketing, 69% of marketers plan to spend the most money on Instagram for influencer marketing.
Of course, you can mix it up and try other platforms too – but if you’re just getting started with influencer marketing, using the most important channels tends to be the safest choice.
Use 'Ego Boost' tactic
Quoting an influencer on your blog, mentioning them on social media, or reposting some of their content can help you attract the attention of your target influencers.
By showing the influencer that you value their work, you can establish a friendly relationship that can benefit you both.
If they see that you’re a quality brand who supports them, they could even repost your mention on their page, driving their followers’ attention to your brand.
Openly reach out to influencers
Don’t be afraid to get in touch with influencers directly.
You can start by simply complimenting them on the quality of their posts and their engagement with the audience. Then, tell them about your brand and suggest a potential collaboration.
You should reach out to multiple influencers and see whose approach and ideas work best with your brand voice and personality.
The worst that can happen is that they don’t respond, so it’s always worth a try!
There’s no guarantee on the results you’ll achieve through your influencer partnership (or how the influencer’s audience will respond to your brand), so start small before agreeing on a long-term collaboration.
Explain to the influencer that you’d like to begin with one or a few posts. Once you’ve evaluated the results and are happy with the audience engagement, you can start planning your partnership.
Become a social media influencer
The best part about the influencer business is that anyone can become one with the right strategy, so relying on established influencers isn’t your only option for building your brand.
Particularly if you’re a freelancer or small business owner, you can direct your efforts to your own social media and become an influencer in your own right. Here’s how:
- Focus on publishing relevant, high-quality, authentic, and engaging content
- Be consistent in publishing content so that you keep your audience interested
- Network with other brands and influencers in your niche
- Use multiple social media channels (automation tools can simplify this process)
In order to increase the popularity of your social media profile and become an influencer, you’ll also need to engage with your audience through comments and likes.
Influencer marketing is one of the most important innovations in digital marketing, and it’s one that you don’t want to miss. It might surprise you that something as simple as a social media post can be so powerful, but as it turns out – everything is possible in the internet world.
To get started with influencer marketing, define your goals and audience, choose your influencers wisely, and get ready to track the uptick in your brand’s following.
About the Author
Donald Fomby is a freelance journalist and a professional writer at PickWriters. He has a Master’s degree in Marketing and is currently researching disruptive technologies and their applications in customer relationship management and digital marketing.
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