What is Influencer Marketing?
Influencer marketing is when business collaborates with the people who already have grown their loyal followers base with their content on any social media platforms.
These people have dedicated social media following and the targeted audience fan base.
Earlier celebrities would endorse the brands for the people and give the brand image for them to know about it.
But today when social media has grown to the next extent there are many other people who have made their social media following.
As reported by eMarketer, a survey from WhoSay found that 70 percent of U.S. agency and brand marketers agreed that influencer marketing budgets would increase in 2018.
And 89 percent said influencer marketing can positively impact how people feel about a brand.
Instagram is the one which is an overwhelmingly improved version of the influencer marketing platform.
Instagram has given the platform for both the brands and the people who want to grow their fan base and become the influencers.
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Who is Social Media Influencer?
In common to the current definition the person who has made the organic and dedicated fan base with his content on social media is said to be the Social Media Influencer.
Those who have made the fan base following with social media and wielding it with content on particular social media is also said to be the Social Media Influencer.
The form of influence can vary and no two influencers are the same.
The right influencer is someone who can reach your target audience, build trust, and drive engagement.
They will create original, engaging content that is in line with their own brand (rather than following a template advertising style provided by a brand).
How To Find The Right Social Media Influencer?
Here are the 3 things you need to look after before you find the social media influencer for your brand:
You need to see how relevant audience does that influencer has which matches to your brand.
If the influencer has the age group which does not suit your brand then there is no use by influencing with him.
Find out how relevant content does he shares and what is his potential of sharing the relevant content to your brand.
Find out the potential reach of the influencer every day and see what is the potential he has to a new audience every day.
Try to understand his organic reach and paid reach. If he is having the paid reach then you need to rethink because reaching more number of people can be done even through social media marketing.
The potential level of engagement the influencer can create with an audience that’s relevant to your brand.
Bigger isn’t always better.
A huge follower count is meaningless if those followers aren’t interested in your business’ offerings.
And a smaller follower count can be very powerful if it’s a niche area and the potential influencer has a dedicated and engaged following.
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Who You're Trying To Influence?
Your influencer is not the guy who is for everyone. The effective strategy comes when we have the right people targeted with the right content.
The basic step is to define who is your target audience.
Developing audience personas is a great way to make sure you understand who you’re trying to reach.
Once you’ve done that, create a matching set of influencer personas.
Engage & Trust With Your Right Audience
The key thing in marketing is trust. When you are influencing with the influencer for your brand you need to find out him or her who is always trusted by people.
Without the trust everything you do is superficial and you will struggle to see the real results as well.
How do you find that your influencer is trustworthy?
If he has the engagements from his followers and fan base then people are reacting to his posts.
A good engagement rate also means a loyal following, rather than an inflated follower count bolstered by bots and fraud accounts.
Find Excellent Content Creator
Besides just creating a normal content creator you need to find the people who are producing the content with the great look and feel and is appealing.
Even the tone of his content should match your brand value and colors.
This will ensure things don’t feel disjointed in either party’s social media posts.
It’s also important to check for shared values.
Keep An Eye On Sponsored Content
As we said earlier you need to keep an eye on sponsored content of your influencer.
When it comes to reaching the number of audience with sponsored content will not remain the same for a longer period of time.
Rather find how many organic posts are working well compared to sponsored posts, then you can find the metrics of loyal followers base.
If they’re already hitting their followers with a barrage of paid posts, their engagement rate may not hold up over time.
Look for plenty of organic, non-paid content to keep followers interested, enthusiastic, and engaged.
Keep this in mind when thinking about what you’ll ask the influencer to post, as well.
Asking for too many posts in a short timeframe will make your offer hard for the influencer to accept.
How To Approach A Potential Influencer?
Once you've identified who are you going to work with, now it's time to approach them.
Here are some key ways to increase your chances of bringing your most coveted influencers on board.
Reach Privately & Personally
Sending DM and reaching your influencers is the best way to start with.
If you could find the email address do that too. But do not send the bulk emails and DMs.
We understand that it takes a lot of time to send the personal messages to more number of influencers but it shows the potential partnership.
Be Ready With Your Compensation Plan
Influencers who have extensive reach rightly expect to be paid for their work. The free product might get you some best reviews by the influencer.
Find out which compensation model will provide you with the best sense of results to your campaigns.
For example, an affiliate or commission structure might be an option instead of a flat fee, or to reduce the flat fee.
Remember that micro-influencers will have more flexible payment terms.
Influencer Marketing Tips
Follow The Rules
When it comes to making the contract with the influencer, be sure with contract laws for your business.
Follow all the rules guidelines with your local government.
Do not fall in any problems in the future for misleading the people or going into the wrong contract.
If necessary take the assistance of the legal advisor for making the contract and make sure that you are free from any flaws you make into the contract.
Give The Design Control To Influencers
When you are going to influence your brand with the social media influencer do not force them to follow all your design rules, as even they might not accept because they have grown their fan base with their own design consistency.
And when it comes to creating the content they have well versed as they have worked really hard on it and they have surpassed to increase their fan base with it.
Give the freedom for the influencers to design your content and share it with their audience.
Content creation is the key role which will play the best of its measure to act accordingly to even your brand.
A social media influencer who has worked hard to build a following will not accept a deal that makes their own personal brand seem inconsistent.
And, after all, influencers are content creation experts—you’ll get the best value from their work by allowing them to showcase those skills.
It’s a good idea to provide some guidelines about what you’re looking for, of course, but don’t expect to stage-manage the entire campaign.
Use Crossposting To Show The Collaboration
You can also recruit share or cross-post content from influencers on your own channels.
This helps highlight the collaboration and provides benefits to both the brand and the influencer.
Measure Your Results
When you launch your influencer campaign you will have to even measure your results with vanity metrics.
But choosing just likes and reach is not actually how you measure your results, you need to do a lot more than that.
The best way to measure the results is by understanding what is website traffic by the influencer when he shared the content with your brand.
The best way to measure the website traffic is by using the UTM code by the influencer.
UTM parameters are one way to track the visitors an influencer sends to your website, as well as how much engagement the campaign receives.
When you assign each influencer their own unique links with UTM codes, you’ll get a clear picture of the results.
And that allows you to calculate the impact on your bottom line.
You should also request influencer to send the other vanity metrics like reach, views, and likes or even reshares.
Influencer Marketing Tools
When you are clarified with your goals, you can find out which tools could you use.
This tool from Moz allows you to search for relevant influencers on Twitter based on keywords and location.
Hootsuite search streams can also help you discover influencers by monitoring conversations relevant to your industry across multiple channels: Twitter, Facebook Pages, Google Plus, and Instagram.
This Google-owned platform connects brands with YouTube influencers. Tell it what kind of content you’re looking for, the kind of sponsorship you’ll provide, and your budget, and content creators will send you proposals to review.
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Influencer marketing is turning out to be the next big thing in the marketing industry. Influencers are giving positive impact to the brands.
They can ignore the brands but brands cannot ignore them.
Most of the researches show that they are the most to influence the audience to purchase goods.
Most of the times people are making the purchase decisions by seeing the reviews of the influencers.
So here comes the beginning of Influencer marketing.
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