All About Influencer Marketing
When it comes to the term influencer, you may have some questions. What is an influencer? Why are so many businesses using influencer marketing in their strategies? What are the benefits of using an influencer as a marketing tool?
According to SproutSocial, “At a fundamental level, influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers–individuals who have a dedicated social following and are viewed as experts within their niche.”
Through contractual agreements and careful targeting, micro and celebrity influencers can greatly benefit your business by sharing your brand with their follower base. Through popularity, status, and content, their followers are typically those who trust the influencer, which takes care of brand trust and loyalty on your end.
There are a few things you need to clarify before sending compensation or free products over to an influencer.
Is their audience and personal brand relevant to my business? An influencer with 1 million followers may sound like an incredible opportunity, but if you're promoting a makeup product and they’re in the business of home cooking, this wouldn't be a good partnership.
Are the details of the collaboration clear and in a contract? Have your influencer sign a contract that states they agree to the required posting instructions on a deadline. Make them sign and hold them accountable. Ensure they follow up with engagement metrics on the sponsored post to track performance of the campaign.
Can they connect you with other influencers? While this isn't required, it's definitely a plus. Influencers not only inspire followers; they inspire those in their close circles as well. If their friend wants in, that's an additional audience to connect your brand with.
Now that you know what it entails, you want to implement an influencer strategy in your overall marketing plan. Where do you begin?
Research influencers that would not only be useful to your brand, but would be interested in your product or service.
Draft a contract with clear expectations on posting, timeline, and the options to move forward after the current campaign.
Create a consistent outreach program that works for your business and marketing budget. Your “influencer kit” should include outreach templates, collaboration decks, contracts, examples of successful content, and an influencer tracker to ensure deliverables are met.
Once you’re in the groove, develop and maintain relationships with influencers in your network. These business relationships can be just as important as your industry partnerships!
How have you included influencers in your marketing strategy?
