Do you want to get media coverage and build a name for your brand but you don’t want to work with publicity agencies? The solution for this quest is simple – influencer marketing. Influencer marketing is a growing marketing branch that has conquered the social media world. Everyone from major companies to startups is turning to influencer marketing to promote their idea, get their accomplishments recognized, and increase their sales.
Influencer marketing offers you to spread the right message to the right people. Connect with adequate influencer and help your business to stay relevant and become recognized. For some direction on how to approach influencer marketing, check out these five effective ways that will help you out.
Find Influencers Who Can Benefit Your Brand
Social media has surfaced a whole new business branch that has affected both the brands and social media users. With the rise of interest in other people’s posts, preferences, and lifestyle, we were introduced with a new kind of entrepreneurs – influencers.
Influencers are individuals who have a large base of followers. They are often hired by brands to promote their products. In that way, influencer’s audience becomes aware of their brand, drive engagement, improve their online presence, and ultimately increase their sales rate.
Influencers can be your brand ambassadors so you need to find an influencer who agrees with your goals, ideas, and the advantages of your products.
The crucial aspect of influencer marketing is that influencers’ audience matches your target audience. Compare the demographics as well as their interests.
Let’s say that your business sells athletic wear for women. In that case, it is best that you find a female influencer who is an advocate for exercising and living a healthy life.
You can inform yourself about influencers’ interests and beliefs through their content. Based on that, decide who can be a fit for your company.
Keep an eye on influencers who usually use the type of products you offer. You can send them a free sample because the best promotions are the ones in which influencers promote the brand they truly love and support.
Another aspect that you need to take into consideration is the type of influencer that you want to hire. Based on their popularity, there are:
- Mega-influencers (over 1 million)
- Macro-influencers (between 100,000 and 1 million followers)
- Micro-influencers (between 1,000 and 100,000 followers)
Mega-influencers are mostly reserved for international brands. To clarify why we’ll just say that reportedly Kyle Jenner charges 1 million dollars per one social media post. The massive audience certainly comes with a massive cost.
Macro and micro-influencers are definitely more approachable. For starters, you can go with micro-influencers but if you want to make a bigger impact on your current PR status, macro-influencers are a better choice.
For more efficient cooperation, it would be beneficial if you build your media presence before you contact macro-influencers. For example, using Pressfarm’s Campaign Package can increase your number of social media followers, and therefore, make your collaboration with macro-influencer more effective.
Among other things, this package includes a feature story about your startup shared with the Pressfarm’s audience (over 155,000+ social media followers), 12,000 fans on Medium, 5,000+ newsletter subscribers and 1,000 daily blog visitors. The increased online presence will make you more attractive to macro-influencers.
Use Sponsored Content
Sponsored content is when you pay influencers to mention your brand in their posts. Openly talking about the benefits of your products and services will help the influencers’ followers understand why your company is worthy of their attention.
“Paid-for” advertising will ensure that influencer will take your cooperation seriously and mention your product in the way you want to. This type of collaboration is quite common.
What you need to pay attention to is transparency. The sponsored content should be present in a natural way. The influencer needs to present your product so that it resonates with the audience.
Create a brief that will outline a few guidelines which influencers should follow but also allow them to be natural and improvise so that it stays consistent with their usual style.
“The audience respect posts that are honest and trust me, they can recognize forced promotions. Truthful cooperation protect influencers’ integrity as well as your own,” advises Gregory Willis, a PR manager at BestWritersOnline.
Start an Affiliate Programs and Use Discount Codes
Affiliate programs are quite popular in influencer marketing. You might have noticed that world-famous brands like Sephora, Zara, and Asos use affiliate programs to boost their PR.
Match affiliate program with discount codes and you’ll get yourself one powerful combination. Not only will you increase your brand’s awareness but you’ll also boost your sales rate.
The way affiliate programs work is that influencer posts about your brand or mentions it in a YouTube video, offering a discount if users click on the affiliate link and purchase a product. They usually have a code that users need to type in order to get their discount.
This is a great way to use influencer marketing to promote your product and get users to try it out. Additionally, the discount will encourage them to purchase your product. If they like it, you’ll get many positive reviews and returning customers.
Organize Contests and Giveaways
When influencers promote your contest and giveaways you’ll drive massive attention to it.
Contests and giveaway encourage users to promote your products because of the entering requirements. Usually, the requirement to enter the contest or giveaway is to like a specific brand’s post, follow their social media profile, or similar. In that way, you’ll increase the brand’s online presence.
One option is that influencer posts about your giveaways and invites the users to head to your website to win a free product.
Another option is to make an agreement with an influencer to include your product in their giveaway and therefore, the users will notice your brand and your products.
Samantha Perry, a digital marketer and translation expert at PickWriters recently talked about the benefits of contents in influencer marketing. She said, “Contests and giveaways are very much loved by users. Influencers also support this marketing technique because they get the users to react and engage. Since target members are asked to follow the influencer and the brand, both get the recognition and a chance to grow their audience.”
Team up with PR services
As it was already mentioned, even if you are a startup it doesn’t mean that your only option for cooperation is micro-influencers. You have every right to want to start strong and land a major collaboration with popular influencers.
However, that means that you have to put some effort into making your business worthy of influencers’ attention.
It can be harder for startups to get enough publicity on their own. If you want to get some publicity fast it is best that you find a PR company to cooperate with.
When you get press coverage and get your brand’s name out there, you can get major influencers to work with you and get your brand noticed by hundreds of thousands of influencers.
Besides, collaboration with a PR company has many other benefits. Some of them are:
- Attracting new clients – A PR company will make you more trustworthy in the eyes of potential clients.
- Building your reputation – Get your name recognized from the very first mention. Reputation plays a major part in marketing and a PR company can make your name associated with high-quality service.
- Building your credibility – If you don’t have lots of clients who prove your quality, a PR company can help you build up your credibility. As Jean-Louis Gassée, a successful business executive said “Advertising is saying you are good. PR is getting someone else to say you’re good.”
- Improve your SEO efforts – With a PR company on your side, you’ll be able to get more mentions in media and therefore, get a higher ranking on search results. This will also benefit your influential marketing campaign because influencers will see that you have a strong online presence.
- Present yourself as an important brand – A company that works with a PR company is a company that invests in itself and in its progress. You’ll look more important among influencers if you use PR services to make your brand stand out.
Make sure that the PR company you choose is professional and credible. There are lots of options out there and you need to choose carefully if you want that PR campaign to achieve your goals.
Additionally, establish your budget from the very beginning. Paying agency fees can take a big chunk from your budget, so try to avoid publicity agencies. For example, Press.farm has the largest media database for startups and growth-oriented companies, PR software, and digital marketing services without agency fees. They can provide you with:
- contact details for over 50,000 journalists
- instantly finding journalists
- PR services without the agency cost
- filter-based search engine for finding the right journalists
- tips for startup growth, PR and more
With that initial push and media coverage, you’ll get the attention of major influencers.
Some Final Thoughts
Thanks to the world of the internet, startup don’t have to wait for years to get recognized. Work on your PR campaign from the very start by making the most out of influencer marketing. The above-mentioned tips will give you some guidelines that will clarify this whole process. Just be confident and persistent and make sure that you carefully craft your influencer marketing campaign.
Image credits: Pixabay