With the rise of social media influencers in the digital marketing world, companies need to create an effective social media and influencer marketing strategy to leverage an existing influencer’s reach. This person has already built a strong following and brand reputation in their particular niche. By doing so, 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?
There is no way that we have not seen influencers emerge on social media platforms. Influencer marketing is a niche form of social media marketing that uses endorsements and product mentions from individuals that already have a following and are viewed as experts within their industry. This form of marketing works well because social influencers have already built up a high amount of trust among their community, and recommendations from them help companies provide social proof to potential customers. Ultimately, when a brand forms a partnership with influencers, they agree to help expose a brand’s messaging and content.
A successful influencer marketing strategy helps a company increase its brand exposure, 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 their appropriate research and hire professionals who have experience creating content that works for any marketing strategy. Pressfarm is a PR agency that helps companies create content from email pitches, press releases, and press kits that form relationships with journalists and influencers. They will not only make the content, but they will also provide companies with a PR database of over 75,000 journalists and influencers so that they can find the perfect media match to get their message out to the masses.
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 because there is no point in creating content that will not get adequate media attention. Narrowing down the appropriate people in the industry gives companies a chance to stay on top of the information and better reach their target audience.
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 both exciting and time-consuming, but companies need to make sure that they are a good fit for the brand and its goals.
To figure out whether the influencer is a good match, they should find one with an audience that closely matches the company’s ideal market rather than working with one with a large audience that doesn’t include the target customer base. Qualify influencers on how they affect a company’s audience, not solely on their audience’s size. Along those lines, though, while quality is better than quantity when it comes to audience, companies also need to make sure that the influencer has a broad enough reach to accomplish their goals.
Finally, companies should strive to only partner with influencers that align with their brand. They should spend time reviewing their posts, status updates, and website content to make sure that it is relevant to the brand, industry, products, and services are high quality and something that the company would be proud to be a part of and represent the company’s beliefs. It’s too far from its core values or mission.
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 refuse. Through research, they can find top keywords that are the most beneficial and choose low-competition ones frequently searched for, which will help them drive traffic to their site and the brand. It is a great way to expand a company’s 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 start influencer or guest blogging outreach, it is essential that all the information compiled is organized. Otherwise, they will lose opportunities to work with influencers because their outreach process was not managed. It could be anything from having multiple people within a company reach out to the same influencer to sending the same email multiple times. To stay organized, companies should have an exact list of who reached out, when they reach out, the person they contacted, notes of the conversation, plans for possible follow-up, and outreach status.
After the campaign’s outreach process is complete, companies should still track their results because getting an influencer to promote its content and messaging is just the beginning. They can use specific metrics to measure their success, depending on their original marketing objectives. Tracking data from its brand awareness metrics, building brand identity metrics, audience building metrics, engagement metrics, lead generation, sales, customer loyalty, and link buildings helps 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 as their actual career and are looking for financial compensation. Companies should be prepared when influencers ask the question of “What is the budget for this project?”
While they will want to talk compensation, most are quite flexible with the amount they are willing to accept to be mutually beneficial for them and the company. So, companies should set aside a budget that they can comfortably afford before implementing their outreach strategy.
The world of influencer marketing is here to stay; the only difference is that it will always be adapting to different trends. Companies need to develop an effective social strategy so that they are ready for change. While the basics are the same: researching, setting a budget, determining goals, finding influencers, and more, each influencer marketing strategy depends on the specific company. While most can create a plan of their own, they might need PR and marketing professionals to give them a helping hand to stand out in the industry.