Reach Your Desired Audience By Marketing Through Influencers
Although Influencer marketing is not a new concept, it has become wildly popular in the past few years. As the world around us becomes more technologically advanced, marketing through Influencers has made its way to the forefront as an effective way to reach the ideal customer. TV, magazines, traditional banner ads, and newspapers were effective in inspiring customers to action in the past but are becoming less and less effective in today’s digital world. Online marketing has taken the place of the old advertising methods, and Influencer Marketing is the frontrunner in this fast-growing field and can be tailored to fit the needs and goals of any brand or business. In fact, BI Intelligence reports that Influencer marketing global ad spend is expected to reach between $5 to $10 billion by 2020.
What is a Social Media Influencer?
An Influencer is someone who has established credibility in a specific niche and can persuade purchase decisions of their audiences because of their authority, knowledge, and relationship with their audiences on social media and on blogs. Influencers can be anyone with a loyal and engaged audience which creates compelling content that brands want to reach.
Finding the Right Influencer Audiences is KEY
Within any industry, there are influential people—you just have to find them. That means the best influencers for your needs are out there, but so are many others. If your promotion is perfect for moms of toddlers, you will want to work with mom bloggers, for example, and not bother reaching out to video game vloggers. Sounds simple, right, but searching through the many bloggers, Instagram influencers, YouTube personalities, and popular Twitter accounts to find worthwhile collaborators can be time-consuming and even counterproductive. You might not know where to start. You might waste a lot of time on unproven influencers. In general, it takes labor hours for a campaign with ten influencers around 110 working hours averaging around $4k in working hour operational costs alone.
As you can tell from the above measurements, operational related costs add up quickly. Especially when marketers scale campaigns using more than just ten influencers. It’s for this reason savvy agencies and brand advertisers should take proven influencer marketing workflow techniques seriously before embarking on this type of paid media campaign. That’s where ShopHer Media comes in, we have worked with thousands of influencers and have data to support which influencer is the perfect fit for any brand and influencer marketing campaign. We screen all prospective influencers, so you won’t have to worry about fraud, wasted time or money. Once we’ve found the ideal influencers for your brand, they can get to work promoting for you.
Target the Right Influencers Audiences and Lookalike Audiences
Targeted influencer marketing campaign using targeted influencers will reach potential customers in a way that speaks these audiences. This creates organic communication with your future customers and begins building loyalty. Each influencer has an audience and potential lookalike audience that values their taste and opinion. If an influencer loves a product, their audience and lookalike audience will want to know about it. If an influencer promotes a product, service or coupon deal, their viewers are likely to try it out.
What This Means for Your Content
Once you’ve established which social channels are appropriate for your audience, you will be able to plan and create your content effectively. Your content should be relevant, entertaining, informative or inspiring so that you’re providing some value to your audience. Understand what kind of content drives the most engagement from your inﬂuencers and why it resonates with your target audience. What content formats are most shared throughout the community – blog posts, videos or pictures? If you’re a food brand, what kind of content performs the best? Is it blog posts, Instagram videos/stories, YouTube videos, etc.? Answering these questions will help you highlight the channels your relevant influencers are on and the kind of content they produce.
What Social Channel Should You Focus On
Conducting research and coming to a decision on which social channels you should invest time and resource into should be one of the first decisions you make. It’s necessary for a successful influencer marketing campaign to successfully recruit the right influencers on the right platforms and provide them with all the tools required to make their campaigns successful.
Each channel has a different audience and culture, meaning that content differs highly, and these differences provide entirely different user experiences. So, it is essential to understand the differences between each channel so that you can decide on which channels are necessary to your brand and most importantly your audience. This will enable you to effectively tailor your content and messaging to achieve maximum impact. One platform may be great for engagements, while another is great for clicks, and another is best for video views.
What This Means for Your Content
Once you’ve established which social channels are appropriate for your audience, you will be able to plan and create your content effectively. Your content should be relevant, entertaining, informative or inspiring so that you’re providing some value to your audience. Understand what kind of material drives the most engagement from your inﬂuencers and why it resonates with your target audience. What content formats are most shared throughout the community – blog posts, videos or pictures? If you’re a food brand, what kind of content performs the best? Is it blog posts, Instagram videos/stories, YouTube videos, etc.? Answering these questions will help you highlight the channels your relevant influencers are on and the kind of content they produce.
Give Them Something to Talk About…While Staying on Point
The key to any excellent influencer marketing campaign is creating great content while staying on point with brand messaging. Content that is compelling to its target audience and authentic in the influencer voice and creative style. One way this can be done is by giving your influencers an experience or brand immersion they won’t be able to stop talking about by sending the product, sharing the brand’s values and mission statements.
Find out what the industry hot topics are that your inﬂuencers and audience really care about and then consider your brand’s angle and which key messages you want to portray.
Stay on Track and Organized
Having the right influencer marketing campaign is vital, and so is optimal campaign management. Finding influencers, creating content and campaigns, tracking product shipments, tracking conversions, and other aspects of running an effective influencer management campaign can be daunting to a busy in-house marketing team. Working with our agency takes those tasks off your team while letting you get the proven benefits of implementing an influencer marketing campaign. At ShopHer Media, we’re able to manage all aspects of your influencer marketing campaign from one platform, while tracking and measuring your campaign’s performance. Our streamlined process lets you get the most out of your time and your online marketing budget.
Do you have an idea for your first influencer marketing campaign or are you looking to scale your current influencer marketing efforts? Contact us and let our expert account managers help ensure your objectives are met.
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