It’s nothing new and for years businesses have been taking advantage of a person’s popularity to sell more products.
But with easy access to platforms such as YouTube and social media channels anyone has the opportunity to create a following, not just traditional celebrities. This has seen the rise of influencer marketing, a strategy that can significantly benefit businesses when done well.
Why Influencer Marketing Matters
Influencer marketing involves partnering with people who have a substantial and engaged following online. These influencers can impact their audience’s opinions and behaviour, making them an invaluable asset for businesses who want to use this influence to sell more.
Credibility and Trust
Influencers have built trust with their followers over time. The good ones have spent months, if not years, cultivating a genuine connection with their audience.
When they endorse a product or service, it carries more weight than a traditional ad. Or at least, it means that you won’t necessarily have to target people multiple times before they buy into your product or service.
It’s seen as a personal recommendation and enhances the credibility of your brand in the eyes of potential customers.
One of the biggest benefits of influencer marketing is the ability to reach very specific demographics. Unlike traditional advertising, which often casts a wide net, influencer marketing allows businesses to pinpoint their ideal customers.
By finding influencers whose followers match your target audience, you’re essentially tailoring your marketing efforts to reach the people who are most likely to be interested in your brand.
But even better, influencer partnerships can also help you break into new markets or demographics that you may not have been able to reach otherwise or at an acceptable cost.
Influencers are content creators at heart. They produce engaging, authentic content that can showcase a product or service in a relatable way. And it’s important for them to keep on top of this, because followers are fickle and an influencer without a following is soon out of business.
Done well, their content isn’t usually blatantly promotional, it’s a blend of storytelling, entertainment, and information.
They need to know what type of content resonates with their audience, whether it’s video reviews, unboxings, tutorials, or live streams. And leveraging this content creation can breathe new life into your marketing strategy and keep your brand relevant in the ever-evolving digital landscape.
That’s what it’s all about – getting something back for your spend. And influencer marketing is great for generating a positive ROI:
- Partnering with influencers is often more cost-effective because of the potential reach and engagement you can achieve.
- By choosing the right influencers whose followers align with your target audience increases your chances of conversion.
- The authenticity of influencer endorsements often means better conversion rates. Consumers are more likely to trust a recommendation from someone they follow.
- Online campaigns are easily trackable, allowing you to measure the impact of your investment accurately. Monitor metrics like engagement rates, click-through rates, and conversion rates to assess the effectiveness.
How to Collaborate with Influencers
Every campaign should start with the goals.If you’re using a digital marketing agency, you’ll probably have goals set up already. And whether it’s increasing brand awareness, driving website traffic or boosting sales, having clear objectives will guide your influencer collaboration too. Provide guidelines but allow influencers creative freedom. Their style is what appeals to their followers in the first place.
How much to pay an influencer depends on their reach and engagement and the influencer will have an idea of what they want to get paid (products can be as powerful as cash). Clearly communicate your expectations, including the type and frequency of content, messaging guidelines and any legal or disclosure requirements.
And always track the performance of the campaign using the KPIs relevant to your objectives.
It’s good practice to encourage influencers to create content that can be repurposed across your brand’s channels too. This extends the campaign’s reach. And don’t forget to engage with the influencer’s audience too. Respond to comments and engage in conversations to create a community around your brand.
Influencer marketing offers a powerful way for businesses to connect with their target audience authentically. By selecting the right influencers and collaborating effectively, your brand can harness the opportunities by working with influencers to drive growth, boost your brand’s credibility and connect with like-minded customers.