Influence Marketing is becoming a cornerstone of all online marketing strategies. The reason? Its effectiveness! 80% of webmarketers report that Influencer Marketing campaigns have been effective in boosting brand awareness (source: eMarketer, 2016).
While Influencer Marketing is gaining in popularity, its definition is broadening. An Influencer is any person or online media with a wide and qualified audience. This of course includes heavyweights on Instagram but also bloggers who have become experts in their field.
Here are some key steps to getting started with Influencer Marketing and optimizing your strategy in 2018.
1. Identify relevant influencers
An influencer can have an impressive audience and, at first glance, match your target. You are a feminine fashion brand and you find a fashionista in your flagship market with 100,000 subscribers? Bingo! However, a more in-depth analysis of her audience could reveal that most of her followers are men from another country, a demographic far removed from the expected audience. Beware of appearances and scan profiles interacting with the influencer to get a better idea.
Similarly, do not take for granted the audiences claimed by this or that blogger. A look at their reach—for example, the number of subscribers on Twitter—should allow you to check their true influence.
Finally, yesterday’s Influencers are not necessarily today’s. Continuous monitoring is necessary to ensure that you are always in touch with the real opinion leaders.
2. Choose micro-influencers
It’s the big trend in 2018: Micro-Influencer Marketing. Basically, 10 influencers with an audience of 20,000 people are better than a star with 500,000 followers. Indeed, a major influencer doesn’t come cheap. By using several medium-sized influencers, you diversify risk and lower costs!
Of course, working with 10 instagrammers or bloggers is more time-consuming than relying on a relationship with only one heavyweight. But the extra effort pays off: a campaign with micro-influencers generates 60% more engagement than the same budget blown on a macro-infuenceur (source).
3. Authenticity is Key!
Influencers increase your visibility online and in many cases, with their personalized approach, they can promote your offer better than you!
It’s a fine line between maximum control and laissez-faire. You want to keep your communication under control and make sure that the message conveyed by the influencer is in line with your brand image. It is natural to validate their message before it’s sent. But do not provide them with turnkey visuals, and lighten your brand guidelines a little bit. Let them create the content: they know how to communicate with their audience better than you. With Influence Marketing, it’s authenticity that wins out.
4. Measure your results
According to a recent study by Burst Media, a dollar spent on Influence Marketing represents 6 times more in earned media value. Do you achieve the same performance?
Many web marketers have been reluctant to engage in Influencer Marketing because of the associated risks and difficulty in measuring results. These constraints are less and less true. With different tracked links for each influencer post you will be able to accurately measure the traffic effectively generated and your conversion rate for that audience.
5. Know how to delegate
There are two approaches open to the advertiser. The first is to manage the campaign from start to finish. As we have seen, identifying good opinion leaders, entering into a contractual relationship with several micro-influencers, managing their publications and measuring results, are all time-consuming and energy-consuming challenges. Thus, it is often better to use a centralized platform or an experienced intermediary.
On the social networks side, there are many tools to find influencers, such as the popular Buzzsumo. But if you are looking for a real intermediary, choose an agency that takes into account your marketing strategy and directly manages relationships with micro-influencers, such as Pulse Advertising or R-Squared Digital. For blogs and influential media, choose a platform offering a wide choice of registered sites. In this regard, getfluence.com is a key partner, with more than 2,000 sites and specialized blogs referenced. getfluence also ensures that deadlines are met and that the partnership is win-win for the advertiser and the media. Everything you need to guarantee the success of your first Influencer Marketing campaign!