HOW TO FIND THE RIGHT INFLUENCER FOR YOUR BUSINESS AND WHAT IS INFLUENCER MARKETING?
In today’s age of social media, the phrase “influencer” is a term that everyone is familiar with. We all know that the majority of influencers work for companies, brands, and organizations to promote their goods and services.
While running an influencer marketing campaign may appear to be a simple process, brands and organizations must first understand the types of influencers, set the right goals, and measure ROIs, as well as the best practices for reaching and paying influencers and the do’s and don’ts of influencer marketing.
Let’s go over influencer marketing terminology, who you should call an influencer, the types to choose from, why you need them, and who is ideal for your company. Then a series of blog materials to help you run a successful influencer marketing campaign.
How Does Influencer Marketing Work?
Influencer marketing is a style of marketing that focuses on employing “interesting individuals” / influencers to spread the word about a brand, product, or organization to a bigger audience. It also has roots in traditional celebrity endorsement, because it occurs in social media and on the web with creative content placements, thanks to modern marketing strategies. If you’re wondering who an influencer is, it’s a someone who has established skill in a specific niche, has a large and active following, and has a strong social media presence. It should not be confused with regular bloggers, brand ambassadors, or brand advocates, as their definitions differ. An influencer is someone who can affect other people’s perspectives and encourage them to take specific activities in addition to entertaining them. But who do people believe when they are marketing something on behalf of a brand? Because they are more likely to share personal or relevant stories, experiences, and brand message with their followers in a way that resonates with the consumers. What makes it such a successful model? Because it is, for the most part, genuine. Customers can relate to the influencer, their emotions, and even biased or non-biased opinions. On the other hand, there is generic advertising that tells you to purchase, buy, and by using CGI and Photoshop. As a result, people are flocking to influencers for advice and inspiration on what to buy, how to get it, reviews, and whether or not they should buy it. It’s been discovered that 94 percent of marketers who employ influencer marketing (properly) regard it to be an effective strategy. If you’re not one of them, you’re probably missing something that can help you fine-tune your current procedure.
Why is influencer marketing important for a company?
We all know that nowadays, individuals look for online evaluations and user experiences before making a purchase. So, here are some reasons why you need influencer marketing for your firm that you may communicate with your management or executive body.
- Influencer marketing allows you to raise brand recognition in niche or new communities to whom you might not otherwise have access.
- Influencers can bring a new viewpoint to the product message that is both relevant and appropriate for the target demographic.
- Consumers eagerly seek out and usually trust unusual stories.
- Influencers have a larger audience and are more visible.
- In exchange for the value they bring, influencers are bound to a specific community. Your brand has the opportunity to effortlessly access that population and deploy hyper-targeted messaging, and they trust you.
- You can employ affiliate marketing with influencers to create a long-term mutually beneficial relationship.
- Setting up an affiliate system allows you to track campaign clicks, engagement, downloads, and sales, as well as calculate ROI.
- Using influencers requires little or no paid media effort, and everything happens naturally.
Influencers, brand advocates, bloggers, and brand ambassadors are all different types of people.
While we might mix up all of these titles and declare that each one has some contributing aspects, this is not the case. As a result, they’re the same. But, by definition and what they can accomplish for their audience and the businesses they represent, they aren’t. So, in order to find the right type of influencers and promoters, you must first understand who you should contact in order to benefit your company properly. Let’s categorize these into two groups.
1. Celebrities and huge influencers:
These are generally media celebrities, artists, and actors with 500,000 to 1 million+ followers that don’t actively expand their social following. Rather, their popularity grew as a result of their media exposure. Naturally, they do not have a close relationship with their followers, and nurturing millions of people is difficult. As a result, they have a distinct form of influence.
2. Micro and Macro Influencers:
The position of these micro and macro-influencers is not usually defined by their position. They can be business owners, mothers, fathers, travelers, foodies, bloggers, and opinion leaders with a distinct personal brand.
- Micro Influencers: They have a following of 500 to 10,000 people and, despite the name, do not believe they have a little influence on their audience. They may have considerable power, as early followers are the most devoted and are linked by mutual interest.
- Macro Influencers: They should have a greater following, ranging from 50,000 to 1,00,000+, and be in the process of becoming one. They collect and distribute information on their social media accounts on a regular basis. Because they have already formed a personal and meaningful relationship with their followers, these micro and macro-influencers can create better engagement than celebrities, despite having a smaller following. A smaller audience also allows them to track their followers’ interests and behavior, allowing them to make changes to their content style that resonates best with their niche. They are a wonderful alternative for companies since they are accessible, cost-effective, and allow brands to have direct relationships with people, allowing them to avoid some of the more difficult challenges.
3. Bloggers or Vloggers:
They are known for providing value through the material they create and publish on a variety of themes such as food, finance, and fashion. They may host this content on their own website and monetize it through ad placements. Vloggers, also known as video bloggers, have recently increased their impact by employing video sharing networks such as Youtube, Facebook, Instagram, Reels, Tiktok, and others. Their number of followers fluctuates. However, they are known to use web and email marketing, as well as giving eBooks, guides, and direct event appearances, to expand their audience.
4. Brand Ambassadors:
These are influencers who are typically employed by brands for a long-term, exclusive partnership. They rarely take on a one-time project or a brief campaign. Because their function is comparable to that of a brand ambassador, they should be well-informed about the company they represent. They take part in press appearances and launch events, but they are unable to collaborate with direct competitors. The brand typically hires them for a year or more, and they plan out the events that will take place during the year. This category includes large celebrities as well as bigger influencers.
5. Brand Advocates:
Brand advocates are devoted brand fans that choose to promote or interact with the company because they genuinely enjoy it. They are no longer paid by the brand to share something that will benefit the brand, unlike the other campaigners. However, they must adore the brand because of its continuous promise, communication that speaks to them, and items that they want to buy and use. All of these groups function as new-age publishers, generating high levels of engagement and brand exposure among new audiences on a daily basis, even when your brand team is sleeping.
Choosing the best fit Influencer for your company.
Don’t just look at the number of followers; always look at the influencers’ engagement rates to see how connected they are with their audience. There are a few steps you can take. If you’re looking for influencers with a strong online presence, run a Google search using industry-relevant keywords to see who has been talking about it recently. You may also use Buzzsumo to find out about trending content and influencers in your industry. Finally, do a Hashtag # Search on Social Media with the sector you’re in, such as #design #marketing #sales #homeimprovement #dyi #kitchen, and so on, to discover who is producing high-quality material and dominating the field with the most engagements. Also, keep an eye on what’s popular in your business because influencers are more inclined to talk about it, and you might find thought leaders that way.