If you are not living under a rock for the last few years, then you surely know what influencer marketing is all about. Initially, at the time of its inception, influencer marketing was consolidated to big celebrities and bloggers with millions of reach on their websites or blogs. But now the scenarios have changed.
Right now, brands collaborate with the small scale influencers to the medium ones to establish credibility among the niche audience. This proves to be a more effective solution when it comes to market the business on social media.
What is Influencer Marketing?
On a fundamental level, influencer marketing is about marketing your product or services by getting the mentions and tags from the social media influencers who can leverage their loyal followers to purchase from you. This marketing tactic works as the social media influencers are generally perceived to be trusted voices in a particular niche and their followers make purchase decisions depending on them.
How to Create an Influencer Marketing Strategy?
Contrary to what you might think, influencer marketing is not just about sending free stuff that these influencers will be showing to their friends and followers. To make this influencer marketing strategy work, you need to make plans for better targeting your audience. And for that, you need to work hard and meticulously. Take a look at the following points to know more.
Finding Influencers and Paying Them
Research is a crucial step when you are looking for a social media influencer. Choose a network first and then study their social media demographic. For example, if you are an owner of a clothing brand or anything related to fashion, your choice of the network should be Instagram, Pinterest, and YouTube. If you offer technology or service for business, go for Twitter and LinkedIn. Now, during your research, find out the influencers with followers around 5k-10k. Choosing an influencer less than 5K will mean they are a micro-influencer and this won’t be the right choice.
When micro-influencers mostly accept free products for promoting a brand, bigger influencers will more follower base can ask for compensations. For a medium-level influencer, the cost per post can be $280 whereas for a micro-influencer, the cost will be $85.
Decide Goals and Messages
Now, it is time to decide on goals and messages. You should have a definite goal that you want to achieve with your influencer marketing strategy. You want to either increase traffic on your website, or you want to spike a sale by promoting a discount. So, decide first what you want to do with the influencer. According to that, create the strategies. As influencers tend to reach a more targeted audience for a specific business, it is more likely to have more ROI than traditional marketing strategies.
Outreaching to Influencers
Now, again let’s go back to the first point, research. Once you have zeroed in on some influencers, find out how many responses they get and whether that will be good for your brand or not.
- Does the influencer post on the similar things that you offer? For example, if you are a hotel owner, you need to see if they post about similar hotels at different travel destinations or not.
- You need to find if they are legit or not. For example, if the engagement rate is too low in the profile with the ratio of the followers and the posts have similar types of comments, then this is not the influencer you should collaborate with.
- Have they seasoned influencers, working with similar brands and businesses before which were successful?
Once you figure these details out, the next thing that you need to do is contact the influencers. The smaller ones can be reached through a DM. For a bigger influencer, you are most likely to find contact information in their profile bio. Or you can get the link to their website where you can find out the rest of the details.
So, once you are through with these points, you will be able to create a more effective influencer marketing strategy. Enjoy the benefits and get more ROI from influencer marketing.