Playing to win with influencer marketing
With all that in mind, how can we “win” in the marketplace with influencer marketing and use influencer marketing to help our business grow? Here are a few quick tips that should help get you started or improve the effectiveness of your current influencer marketing program.
It’s All About Relationships
Really, I can’t say this enough. Some influencers out there will treat their status as an influencer primarily as a way to make money. Every business that engages them to market their stuff is just another paycheck, another commodity. Although these transactions – and I’m calling them transactions on purpose – sometimes can be beneficial for a business, they aren’t ideal. Especially with smaller businesses, relationships are much more important than just pay to play transactions.
Down the road, if you treat an influencer well then they’ll treat you accordingly. In other words, give them something they love, and they’re likely to keep using it and talking about it. I have a few products like that, where I started out with a social collaboration and I’m still talking about these companies years later. When these types of engagements are done right, they can be gifts that keep on giving. That results in the best ROI out there.
Conclusion: One-time transactional relationships are not the key to winning at influencer marketing. Long-term collaborative relationships are.
Use Influencers to Increase your Exposure
In some ways, the objective of all marketing is to increase your exposure to potential customers. That’s because the greater your exposure, the easier it is to sell your products and services. Who’s going to buy something if they haven’t heard of it? Now, more than ever, social media exposure is a critical part of marketing. Even the smallest of businesses can benefit from being well-known on the local social media networks. Maybe it hasn’t completely replaced word-of-mouth, but social media has taken a similar role.
Unfortunately, social media exposure is more difficult than ever to gain with paid advertising. Ad blockers and desensitization to traditional ads have reduced the importance of sponsored search and in-feed ad blitzes. Generally, the best way to counter this shift is by taking advantage of the human element: ads might get “tuned out,” but people generally aren’t. Not only that, but the proper use of influencers allows their personality to come through in branded content.
Conclusion: Leverage influencers to incite word-of-mouth and accelerate brand exposure to social media communities.
Niche Influencers? They’re Important Too
Who are niche influencers? Generally, they’re the ones who appeal to smaller, but specific, audiences. Niche influencers these days are commonly referred to as micro influencers or even nano influencers and represent some of the most popular influencer marketing trends.
For instance, a niche influencer might be the owner of a local craft store. She has a nice Instagram following, and writes a blog on the shop website. People read that blog, and follow the Instagram account, because they’re looking for craft ideas. If you’re selling the same types of craft materials that she carries, you could reach out in hopes of a post on your products. She has influence over people who would be interested in your wares. Another example might be an antique car collector who blogs about his hobby. If you sell replacement parts or offer custom body work for that type of car, then this might be the sort of person you can reach out to and see where you can collaborate for mutual benefit.
Conclusion: Social media influence isn’t just about sheer size of community. It’s all about the reach that a particular person has in a community that you want to reach, no matter how niche it might be.
Your Audience? They’re Key to Success
No matter how well you choose and collaborate with influencers, you should never forget that social media marketing is all about the audience. With so much content out there, everyone is clambering for engagement and individual attention. They’re trying to sell their brand, promote their ideas, and tell their story. Sometimes it’s done with blog posts, and other times with an expertly crafted Instagram story. Yet no matter how well each advertisement is put together, without the personal touch it’s just another ad.
Need to break the mold? It’s easy, so long as you keep your audience in mind. Influencer marketing in particular is all about the people who will read the influencer content. They like to feel informed or helped, not sold. When working with influencers, remember that they know their audience much better than you do, and they’re making that audience yours for the campaign. For that reason, it’s important to collaborate and take what the influencer has to say seriously.
Conclusion: Learn from influencers as to how to best engage with the community you want to reach.
Don’t Solely Rely on Agencies or 3rd Parties
Especially for small businesses, influencer marketing is most effective when the influencer gets to know more about your company, including your leadership. In particular, consider letting them interview those at top that might interest them. While agencies are great for helping you identify influencers and shaping your overall marketing strategy, if you’re a boutique brand then much of the company’s value is tied to your personality. A major reason for customers to purchase from you is that they aren’t just another number or a new sale, but a real person. Capitalize on that by becoming a real person to them, instead of a faceless man or woman hidden behind an agency. Influencers are great at helping you do this, and in so doing they become part of your marketing team themselves. In fact, one of the most powerful benefits of influencer marketing is that it allows you to attract a direct group of consumers.
Conclusion: Open up your internal team to collaborating with influencers and let your brand experiences influence the influencer.
What’s your best tip for working with influencers? I’d love to hear about your experiences.