With the rise of social media influencers, companies that create a social media and influencer marketing strategy can put their brand in front of more people. As an influencer, this person has already built a big following and a strong brand reputation in their particular niche. For this reason, companies can use the influencer’s expertise to increase brand awareness and drive sales.
In this article, we will look at:
- What is influencer marketing?
- Influencer marketing strategies that are useful
- Examples of influencer marketing
What is influencer marketing?
Influencer marketing is a niche form of social media marketing that uses endorsements and product mentions from individuals who have an established audience and are viewed as experts within their industry. This form of marketing works well because social media influencers have already built up a high level of trust among their community. Ultimately, recommendations from influencers help companies provide social proof to potential customers. In other words, when a brand forms a partnership with an influencer, the influencer agrees to help promote a brand’s messaging and content.
The benefits of influencer marketing
A successful influencer marketing strategy can help a company to increase brand awareness, build authority, and connect with new audiences. While there are many benefits to influencer marketing, it can be confusing and complicated due to the current trends in various markets. To understand how to create an effective strategy, companies need to do sufficient research and hire professionals who have experience creating content that works for their brand.
Pressfarm is a PR agency that helps companies create content from email pitches, to press releases, feature stories and press kits that will make a positive impression on influencers and journalists. Beyond creating quality content, Pressfarm can also develop a media outreach strategy to help push this content to said influencers and journalists. For starters, the Pressfarm team can curate media lists containing journalists in a client’s specific niche. Besides that, each client gets access to a comprehensive media database of over 75,000 journalists across industries. This database as well as the personalized media lists are designed to help each startups to connect with the best journalists and influencers to tell their story. Sign up for Pressfarm today so that you can finally generate the publicity your brand deserves.
Influencer marketing strategies that are useful
1) Find influencers in your industry
As mentioned previously, finding the appropriate media outlet or influencer is one of the most critical steps since there is no point in creating content that will not get adequate media attention. Narrowing down the appropriate people in the industry helps companies a chance to reach their target audience more effectively.
By far, social media is the easiest way to find influencers; companies can search by topic or individual to identify conversations and see who is getting more visibility. They can also use databases like Pressfarm’s to filter and sort results by different criteria, such as page, domain authority, number of followers, and other factors.
2) Qualify your influencers
The process of finding influencers can be time-consuming. Even so, companies need to make sure that these people are a good fit for the brand and its goals.
In order to figure out whether an influencer is a good match, a brand should find one with an audience that closely matches the company’s target audience. It is important to rate influencers based on the value they can offer your brand, rather than the size of their audience alone. While it is true that an influencer with a wide reach is valuable, you should take time to focus on the little details which make a big difference. For example, it makes more sense to partner with an influencer who has a small but engaged audience instead of an influencer who has a large but detached audience.
Finally, companies should strive to only partner with influencers whose values align with their brand. They should spend time reviewing their posts, status updates, and website content to make sure that this content is relevant to the brand. The influencer’s content should be of high quality and something that the company would be proud to have as a representation of the company’s values. If an influencer’s content strays too far away from these values, then you should consider working with a different person.
3) Create content that influencers can’t refuse
An effective influencer marketing strategy includes guest posting or creating content for an influencer’s website. Companies will have a higher success rate if they present ideas that an influencer cannot turn down. Through research, they can find top keywords that are beneficial to the influencer. It’s wise to choose low-competition keywords which are searched for frequently, since these will help them drive traffic to the influencer as well as their brand. Targeting keywords is a great way for a brand to expand their reach, increase credibility in the industry, and establish themselves as a thought leader within the field of expertise.
4) Track outreach and analyze results
When companies develop an influencer or guest blogging strategy, it is essential that all the information compiled is organized. Failure to do this could result in loss of opportunities to work with influencers because of a poorly-managed outreach process. Effective influencer outreach could involve having multiple people within a company reach out to the same influencer or sending a cold email pitch coupled with a structured follow-up email. In order to stay organized, companies should have an exact list of who reached out, when they reached out, the person they contacted, notes of the conversation, plans for possible follow-up, and overall outreach status.
Getting an influencer to promote a brand’s content and messaging is just the beginning. Once the outreach process is complete, companies should track their results. They need to use specific metrics to measure their success, depending on their original marketing objectives. Tracking data from brand awareness metrics, brand identity metrics, audience-building metrics, engagement metrics, lead generation, sales, customer loyalty, and link building helps to monitor activity.
5) Be prepared to compensate influencers
In some cases, merely providing influencers with free products is enough for them to get the word out about a company. However, more established influencers have turned to social media into their actual career. These influencers hope expect financial compensation, with valid reason. As a brand, you must remember that you are paying an expert for their services. Companies should therefore be prepared to discuss their influencer marketing budget with any influencers they want to partner with.
While influencers expect generous compensation, most are quite flexible with the amount they are willing to accept. In order to preserve their relationship with a brand they like, they might be open to meeting you in the middle and settling for a figure that works both for them and for the brand. Be that as it may, companies should always set a budget that they can comfortably afford before implementing their outreach strategy.
The art of influencer marketing is here to stay, and influencers will keep adapting to emerging trends so that they can retain a competitive edge. Companies need to develop an effective influencer marketing strategy if they want to widen their reach. While every influencer marketing strategy includes research, setting a budget, determining goals, and finding influencers, the exact influencer marketing strategy will depend on the specific situation. While most brands can develop a strategy of their own, they might need a helping hand from PR and marketing professionals.