Do you freak out if a marketing campaign is not thoroughly planned before it’s launch?
Well, I do! Spontaneity is one thing but I like my campaigns organized, and well thought through. I can totally feel the panic when you’re planning for a new campaign and have no idea where to start.
This very feeling made me put together the second blog post of the blog series- Influencer marketing. The stats mentioned in the earlier blog post depicts the growing importance of influencer marketing and convinces us to get on board with influencer marketing campaigns. But before we start, let’s understand the basics.
Influencer marketing is a type of marketing where brands borrow the influence of key leaders to help them sell their products. It is crucial to understand who an influencer before designing a campaign around them.
An influencer is a person present on social media who has the ability to influence his followers’ thoughts. Influencers can have a fan following ranging between 1000- 10,000 and more. This is not to be confused with popularity. Popular people do not always influence people’s thoughts. To put it in simple words, people look up at popular personalities for entertainment but they look up at influencers for suggestions. They trust influencers.
When you use such influencers for marketing, they get out the word for you. And you easily reach to the larger market, thanks to their fan following. Influencer marketing may sound similar to celebrity endorsements. But the major difference is that people know that celebrities almost always get paid to promote a product. This highly hampers the effectiveness. There is no personal relationship of the celebrity with the product or service. Whereas in influencer marketing, the influencer belongs to the niche of the product they’re promoting; they’re engaged with the people they’re promoting to and this personal tinge makes a huge difference to the effectiveness.
There are certain things you need to keep in mind when choosing an influencer and here is the list.
To start with, come up with a list of names related to your industry. These names can be of people who:
For example, when I think of influencers in the marketing industry, the names that first come to my mind include Gary Vaynerchuk (1.74M Twitter followers), Michael A. Stelzner (176K Twitter followers), Amy Porterfield (154K Twitter followers), Oli Gardner (29.4K Twitter followers). These are just a few to name and are mostly macro-influencers. There is a whole bunch of names when it comes to micro-influencers. There is a stark difference between micro-influencers and macro-influencers.
You can also find a potential influencer by browsing your own list of followers on social media. There are possibilities of you finding names who are already associated with you and have a fan-following of their own. Maybe, they’re already talking about your product. Such names can be given a bonus point.
You’ve already applied the first filter by listing names related to just your industry. Going after big names is one of the many mistakes marketers commit when constructing influencer marketing campaigns.
The second filter must be the audience following the influencer. Different influencers bring in different people. Thoroughly study the audience to check if they match the demographics of your required target audience- their age, gender, geographical area, interest, etc. After all, the reason you’re dealing with influencers in the very first place is to tap into their audience.
Another mistake marketers commit when choosing influencers is that they consider only the number of followers. What they must actually check is the engagement rate. Engagement is the number of likes and comments your influencers’ posts enjoy.
Influencer marketing has turned out to be an integral part of driving quality leads and large sales. The entire industry of influencer marketing was born because consumers demanded authenticity. The buying public was done with traditional advertisements, blatantly trying to sell. They, hence, shifted towards authorities who provided them with trustworthy information. These authorities came to be known as influencers, and the industry has been flourishing since then.
With the increasing number of influencers in every industry, it becomes crucial to select the right one. Consider the influencers industry, audience, and engagement before falling for one. Avoid going behind big names.
Plus, feel free to like, share, and comment. Happy marketing to you!