Have you been trying to grow your business following for ages and haven’t had much luck? The latest social media marketing movement, which has proven helpful in building brand awareness, is influencer marketing.
A social media influencer is someone who has built a loyal following through the content they post.
Marketers have reported that utilizing influencers has been effective in achieving their goals and driving sales. Over the last five years, brands have collaborated with social media influencers across various channels to generate brand awareness causing influencer marketing to grow to a $5-10 billion dollar industry.
Teaming up with people who already have a large following makes the work easier for you, but it does come at a cost.
First, you must choose between a few big-name influencers or multiple small, “micro-influencers” depending on what your marketing budget allows. Micro-influencers are people who only have a few thousand followers compared to the big0-name influencers who have millions.
Once you have accumulated your group of influencers, you must track their content to make sure they are delivering quality metrics for your business. Popular ways companies do this is through discount codes that are tailored to the specific influencer. By looking at the number of codes redeemed, you can determine how many conversions each influencer directs. Another way is through engagements and clicks which are very important criteria when evaluating influencers. Are they driving clicks to your website? Are their followers commenting about their interests?
What to Avoid when Working with Influencers:
Avoid selecting influencers who normally wouldn’t use your product. This will become very obvious to the influencer’s fans that the post is just a promotion deal and fans will get annoyed quickly. Then fans may habitually scroll past and ignore promoted content completely.
Avoid pushing a script instead of allowing the influencer to speak freely about the product. The posts will come off very ingenuine which doesn’t do well.
Avoid selecting influencers just because they have a large following. Although they have a good fan base doesn’t necessarily mean that those people represent your target audience. Consider the influencers’ fan base up against who you are trying to reach before signing a deal.
Influencers can be great spokespeople for your brand and worth the investment, but it is crucial to make sure you choose your influencers carefully in order to achieve the best results.