Influencer Marketing Definition:
What is an Influencer?
An influencer has the ability to change behaviors or impact purchase decisions in a given context. Influencers are “normal” people, who are often connected to key roles of media outlets, consumer groups, industry associations or community tribes. On the social web, influencers have earned an engaged audience by producing content on specific topics.
What is Influencer Marketing?
Influencer Marketing is a marketing strategy which focus on specific key individuals rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers to meet a business goal by building mutually beneficial relationships.
Influential Marketing Platforms and Tools:
Find relevant Twitter influencers by topic and location via this – easy to use – tool by Moz.
TrendSpottr for Instagram: Hootsuite Ad-On
TrendSpottr for Instagram lets you find top trending photos, videos and influencers for any tag or topic. Discover what’s trending about your brand, industry or campaign. Engage with key influencers, view trending hashtags, select from a list of popular tags and easily share trending posts to your social networks.
Demographics Pro for Twitter: Hootsuite Ad-On
The Demographics Pro for Twitter app in Hootsuite gives you valuable insights into the followers of your own Twitter accounts, followers of other Twitter accounts, and people tweeting hashtags of interest.
Tracckr explain on their website, that they offer an influencer analytics tool that shows the most important influencer per keyword based on three parameters – reach, relevance and resonance. I haven’t had the chance to test this tool but the description looks exciting. I found this helpful review on socialmediaexplorer.com, where they describe the tool as easy but expensive.
Influencer Marketing Strategy Set-Up:
1. Define Your Goals and Objectives
First of all start to define your goals for your influencer strategy and how you are going to measure the success. Also start to define the topics, it’s important to define the subjects your target influencer should write or talk about to know where you have to start your research.
Influencer marketing goal examples (find a detailed list below):
- Create Brand Awareness
- Generate Sales
- Search Engine Optimization
- Find Brand Ambassadors
The keywords that will help you to reduce the field of potential influencers can also be seperated into several categories:
- Brand and product names: In the case of Renault, this request can bring up the brand “Renault” within the influencers already mentioned, but also its competitors: “Peugeot”, “Citroen”, “Volkswagen”, “Fiat”, etc. Product managers can also target their search more narrowly: “Renault Mégane”, “Volkswagen Golf”, and so on.
- Product category: In our example, the searches can bring up terms like “Compact”, “SUV”, or “electric vehicle”.
- Current events within the industry: “Auto shows”, etc.
- Cross-connected subjects like “cash for used cars”, “CO2 emission″, etc.
- Broad keywords: You also could extend your search parameters to include new requests such as “GPS” for specific campaigns.
2. Create your influencer list: Identify Influencers and organize them into three tiers
2.1. Find influencer
Influencers can be recognized by their ability to mobilize opinions of their followers and you can identify the most important ones with the tools mentioned above. Keep the following points in mind while setting up your list.
- Reach: Number of unique visitors on their website, social media followers,…
- Share of Voice: The level of participation of the influencer in the debate on your topic
- Echo: Viral potential of the influencer within the target group
2.2. Organize Influencer
After setting up your goals and your first look on their reach, share of voice and echo it is time to separate your potential influencers into tiers.
- Tier 1: The real popular ones with huge followings, like celebrities and icons. This type of target has no shortage of interest, especially from marketers who use these targets for product placement.
- But they also present a number of difficulties:
- They require a large budget
- Risk of messing up
- But they also present a number of difficulties:
- Tier 2: Experts and opinion leader. These could be connected journalists, bloggers, leaders in the business world or in volunteering, activists, experts in their field, etc. Basically, they have a wide variety of profiles, but they also have one thing in common: they have credibility within the community of their specific field. A message from them in favor of your brand, if it’s in their field of expertise, can generate an intense interest within their followers who share their interest centers and trust the opinions of these influencers.These are the primary targets of PR and communication professionals, which lets one brand or business work on managing its reputation.
- Tier 3: Influential consumers. This category has taken on considerable importance with the advent of social networks. Consumers can become true ambassadors for your brand, or conversely, detractors with a potentially devastating effect.
2.2. Put generated Information into your Strategy Template
Put your generated information into an influencer strategy template. This template helps you identify how your customers discover, decide, and buy. You can then specifically target influencers who can influence the decision-making process of your customers. Replace the existing information with your own examples.
3. Build a Relationship
Do not, build a list and then immediately start emailing influencers. Show them first of all, that you’re a person and that you’re actually interested in their own business objectives. This could start with a few comments on their blog posts or engagements via social media channels. The deeper the connection you have with influencers before you invite them to your program, the more they’ll be able to envision the positives in working with you on content creation.
4. Personalize Outreach
When sending a message to the influencers you wish to court, address them as a subject matter expert. Acknowledge that you know they are an influencer, and be honest about how you came across them. I suggest reading their recent social channel activity to see where they are, what they are doing, and what they are talking about to ensure you know whether it is the right time to engage them with a request.
5. Tell Them Exactly What You Want Them to Do and What You’ll Do for Them in Return
If you’re developing an influencer marketing strategy to support your brand, understand that honesty is always the best policy. It’s important not to avoid the terms of your working agreement—what do you expect from your influencers in working together, and how can you compensate these professionals for their work? You will find that if you take the time to listen to these experts’ thoughts and professional goals, and align your strategy to achieve both of your objectives, monetary compensations often take a backseat in the whole process.
6. Think About Reporting
Whether or not you provide unique tracking tags, you should regularly share metrics with your influencer. It’s important to track metrics at the influencer and program levels so you can optimize your approach and evaluate relationships accordingly. You may be working with professionals who have developed a strong social audience, but that audience may not be interested in your product or service, despite your best efforts to align with the right people. Recognize this early, and continue to evolve your influencer marketing strategy to create the perfect niche.
10 Tipps for Influencer Marketing:
1. Give creative control
Capable influencer know their target group and know what their audiences want and are experts on their followers’ needs.
2. Engage with “fan-influencers”
Find and engage yourself with influencer who already love what you do and what you have to offer.
Influencers normally not promote products in which they don’t believe… if they do, they will not promote those items convincingly.
3. Create beneficial relationships
Make the relationship beneficial for both sides by giving them credibility, acceptable financial reward and special event-invitations.
4. Mix & Match
Don’t choose your influencer just because of numbers. You should try to find a mix between influencer with a smaller reach but a suitable audience and ones with a huge reach of casually-connected fans.
5. Use influencer as credible journalists
Send influencer to sponsored events to offer them the possibility to act like “journalists” for new product rollouts and events. They will then spread the message viral via social media with photos and videos. A win/win situation for both sides.
6. Sponsor influencer-run contests and giveaways
Brands can garner a lot of attention by sponsoring exciting contests and prize giveaways which its influencers mediate.
7. Build connections
Make connections that will help you find the influencer-relationships that you want. Make calls, send some emails, and engage with influencers on their platforms.
Send a Surprise Gift
Surprise your happiest consumers, brand fans, and influencers who have been loyal throughout the year. Try to think of something photo- or content-worthy, so they can integrate it into a post.
8. Create Experiences
Instead of pushing your news, create experiences for your influencers so they have something to react to and share.
9. Play the long game
The value of your influencer relationships grow over time. Invest in earning trust and sustaining connections.
10. Tailor your strategy
Influencer marketing is not direct mail 2.0. Customize your approach based on the individual person.
Influencer Marketing Goal Options:
There are several different, existing and exciting ways to work with influencers. As mentioned above you have to define the “influencer marketing goal’ first. Should they communicate your message, increase exposure and awareness, support your content marketing activities, drive traffic to your website or ultimately, generate more sales? So let’s start with the identifying process and the potential goals.
Influencer Marketing Goal: Sales
Discount Codes and Affiliate Marketing
If your goal is to drive sales via influencer marketing, your campaign needs to be structured with an incentive for both the consumer and the influencer. Encourage consumers to make a purchase with an effective call to action accompanied by an exclusive discount code (or gift voucher coupon) that is too good to refuse. In addition, provide the influencer with an affiliate link to really get them behind your product and/or service.
Influencer Marketing Goal: Brand Awareness
Competitions and Giveaways
Collaborating with an influencer to host a competition or giveaway is a great way to expose your brand to new followers and potential customers. Competitions and giveaways also get everyone involved and engaged with the brand and product .
An event activation is a great way to engage a whole group of influencers and media at the same time, so it is a great opportunity to really maximise your coverage and brand exposure. The most important thing about an event activation is having a guest list that is full of people who can spread the word about your brand, both during the event and in the weeks following. To get a host of relevant influencers to your event, you should design an invitation and send it out to your guest list a couple of weeks in advance.
Influencer Marketing Goal: Brand Ambassadors
Get Brand Ambassador
If you’ve discovered one influencer who really interacts with your brand and has a huge fan base, why not engage them in a long-term campaign. Long-term ambassador campaigns are great because they ensure the influencer does not promote any competing brands for the campaign period, and it also appears more authentic when an influencer supports a brand that they genuinely love over a long period of time.
Create a more meaningful connection with a key influencer in your industry and have them take over one or all of your social media platforms for a period of time. It could be 24 hours, a couple of days or an entire week, whatever works best for your brand, your audience and the influencer. It’s also great for content generation and to attach your brand to a public figure for a period of time, much like a celebrity endorsement.
The “Creative Director” Role
Make an influencer the creative director for a project, such as a capsule fashion collection or a bespoke range of health food products. The options are limitless when it comes to a creative direction role, so brainstorm some ways you can have an influencer join your team (short-term or long-term) and create a new and exclusive offering for your customers. This type of collaboration is quite creative and is most effective when implemented on a large scale, so it should be reserved for opportunities where you work with big influencers so you can really generate ROI and move the needle for your brand.
Influencer Marketing Goal: SEO (Search Engine Optimization)
Sponsored Blog Post
Blog posts support your SEO strategy and backlink profile, as influencers will often include a link that points back to your website, simultaneously driving traffic, increasing sales and improving your search engine rank.
Digital PR campaign
Nothing is as easy as this. Get in touch with influencer or publisher to introduce yourself and/or your brand so they can keep you in mind for any editorial opportunities that are coming up. It’s also a good opportunity to ask what they are working on and pitch some ideas that you could be a part of. Ask yourself if some of your products can be featured in a seasonal round-up or something similar.
Onsite Guest Blogging
If you’re working with a limited budget open your onsite blog to guest submissions from influencers in your niche. It’s a win-win type of collaboration because you get new and exciting content for your blog and the opportunity to work with relevant influencers and be featured across their platforms. In return, the influencer receives exposure to your audience and a great backlink to their website.
Thank you outbrain.com/blog for your amazing article “13 Types Of Influencer Marketing Campaigns To Complement Your Digital Marketing Strategy” from where I got the listed “influencer-goals” above. You really should have a look at this article because there are also some grandios best practices included. Enjoy reading!