Influencer marketing is the practice of using individuals with the power to impact purchase decisions to promote your brand. It is a key component in most marketing campaigns online because of its proven success. Research from Twitter found that 49 percent of consumers look to social media influencers before making purchases. Forty percent of Twitter users said they made a purchase solely because of an influencer’s tweet. These results are hard to ignore and that is why many businesses have begun reaching out to industry leaders to build their brand’s reputation.
1) Choose the Right Influencers
The first step in successfully using influencers to market your brand is to identify your target market. You want to understand their interests and needs before you choose influential people in the industry to help you spread the word about your product. Figure out which channels will guide you to your target market. This can be done through Google Analytics. It will show you the geographic location, age, and interests of those who visit your site most often. In addition, you can identify which sites drive the most traffic to your page. This will allow you to zero in on the most effective platforms for engagement. Once you have identified the channels your audience trusts the most, you can develop appealing content.
2) Develop Your Own Pages to Attract Attention
In order for influencers to agree to contribute content to your sites, it is important that they view you as a credible and authentic source. Make your profile pictures on social media sites unique and memorable. Design your sites with consistency in mind. Create and publish content that reinforces the strengths of your brand. You want your content to be of value to influencers. If your work is well researched and informative, industry leaders are more likely to repost your work on their own pages which gives you more exposure.
3) Repost Influencer Content
The goal of influencer marketing is to reach a larger audience. One way to do this is to repost the content of influencers and then share your own insight. If you acknowledge their pieces, they may return the favor by sharing some of your posts. You can also recruit influencers to help promote your brand. For example, showcase an influencer using your product in a short video. Have the individual speak about your brand. This will gain you more viewers and increase engagement as the video is shared. You want to be able to gain access to whole new audience to increase visibility.
While you will build and increase your visibility, influencer marketing will also have a positive impact on your SEO ranking. The more you are mentioned on social media, the higher up you will appear in Google searches. This will also hold true for the influencer you promote on your own page. Just make sure to secure a memorable domain name so users can easily remember and revisit your site.
4) Develop Long Term Relationships
While it’s easy to focus only on how the influencer will help your brand, you want to think about what you can contribute in return. To create a meaningful and lasting relationship with influencers, you have to offer value. For example, you can offer a content swap, free products, or the promise of a positive review. Just remember that a mutually beneficial relationship will last longer than one that is one sided. Influencers can offer a fresh approach to your brand adding to its value. Consumers want to hear an outside perspective that is trustworthy to equip them with information they need before making purchasing decisions.
5) Opt for Consistency
When you are looking to reach out to influencers, visit their pages to get a sense of their writing style and tone. You want to find someone whose identity is consistent with your brand message. It is easier to share and exchange content that has a cohesive look. Social media influencers have already built a strong persona and won’t post content that detracts from their message. By finding someone with similar taste when it comes to design, you will better be able to seamlessly contribute to one another’s pages.
6) Measure Results
Request analytics and detailed reports on the success of posts. Tracking influencer marketing campaigns can be tricky because you do not have easy access to your influencer’s analytics reports. You can use 3rd party tools to monitor brand mentions or campaign hashtags. Gauging results will allow you to see if you need to target other influencers or whether the relationship is proving mutually beneficial. It will also permit you to see which sites are gaining the most traffic so you can narrow your focus and develop sites that are lagging behind.
As social media becomes the channel by which businesses can reach consumers, promotional tactics have changed course. Potential customers no longer make buying decisions based on advertisements alone. Instead, they depend on a two way conversation with those who have actually experienced the brand. Consumers expect to be entertained and informed. Brands need to incorporate influencer marketing into their strategy in order to project authority and gain trust.