October 14, 2020

marketing

Brian Meert

photo

Do you think you can get away with diving into the world of influencer marketing? Do you think ahain. According to The State of Influencer Marketing 2020: Benchmark ReportThe company, which surveyed 4,000 brands, marketing agencies, and industry professionals, earned a media value of $ 5.78 for every $ 1 spent on influencer marketing.

That said, while ROI is notoriously difficult to track when it comes to influencer marketing, the publicity generated by influencer marketing is nearly six times the amount spent. While it may be difficult for some companies to follow direct sales, engagement seems to be growing exponentially thanks to influencer marketing.

Here are the best practices to consider when looking for the right influencer for your brand.

Select the most important platform

Choosing which platforms to impact influencer marketing on isn't as short and dry as you might think. On the one hand, the platform your business is already doing well on is a great place to take advantage of that popularity and grow through an influencer campaign. On the flip side, having a platform where you're not heavily represented but where an influencer who is a good fit for your brand and has a strong presence is beneficial as it allows you to break into a platform that you want to add to yours Strategy.

You might want to focus on one type of platform over another, or you can try running both at the same time, provided the influencer you choose has solid following on both platforms. What is most important is that you choose influencers who do their best job on the platforms that you have decided are most important to your business. More on choosing the right platform next.

About 90% of influencer campaigns include Instagram. Whether you just want to promote your business on Instagram or are part of a larger campaign, Instagram should definitely be included. This is especially true if your customer base has been around since largest concentration of Instagram users are 25 to 34 years old, followed by 18 to 24 years of age.

Make sure the influencer is relevant to your brand

There's a lot more to think about than just the influencer's Instagram followers and the average age of their fans. Even if they're in the exact same niche as you, content and news must also align or complement your brand. If the aesthetic or voice of the influencer's content is a long way off compared to your own branding, no matter how engaged the followers are, you won't be reaching the right audience. And you could even damage, or at least mess up, your own reputation.

A great way to find the influencers who are Finding out which ones are already talking about you is important for your brand. Influencers are experts at knowing their audience and what is related to them. If they're interested in what you're selling, they probably know that it will suit their audience well.

Choose influencers based on your budget

When it comes to influencers, you should care more about the quality of their followers than the number of their followers. In general, however, a smaller influencer charges less than a larger influencer. If your budget is tight to start with, you should aim for a micro-influencer with a dedicated following. What you don't want to do is try to speak to well known and established influencers to accept a lower rate than they deserve. You could ruin your relationship with an influencer you would like to work with in the future if you have a bigger budget for the campaign.

Find the old fashioned way

While you can google something like "top influencers in organic cooking" you may be disappointed with the results. Lists of the top influencers are repetitive and contain only the same ones. You're going to be missing out on a bunch of influencers that you don't even know exist. Instead, go the old-fashioned way of your search. For example, if you're on Instagram, look for a hashtag. Using #ad or #sponsored to search allows you to scan the results to see if a post fits the industry and your brand's look and feel. This process can take a while, but it's well worth it and you will come across loads of powerful smaller influencers that you would never know about otherwise.

Find a fake influencer before you get too far

Lots of influencers are in for the money they get, and it's clear why almost anyone would love this opportunity even without working for it. Fake influencers are quick to gain a huge following by buying followers and engagement, which can keep their accounts looking popular even if it's all about smoke and mirrors. There are a few Strategies You can use it to determine whether or not an influencer is the real deal, but the most telling thing is the engagement ratio. If they have a lot of followers and their posts have a lot of likes, but no one comments on their posts in a meaningful way, it could be that all of these "fans" are actually bots.

Narrowing down your influencer list is just one step in getting a compelling influencer campaign up and running. You also have to Pitch the influencer To encourage them to work with you, you need to figure out how they are working with clients, what type of campaign you want to run, how to track effectiveness, etc. However, all in all, it is well worth it and planning with more companies increase their budget With influencer marketing, you not only reach more members of your core customer base, but also compete with others in your industry.

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