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7 Ways To Win With Influencer Marketing

7 Ways To Win With Influencer Marketing

Influencer marketing is a marketing technique that concentrates on specific individuals (or leaders) instead of the whole market to drive your brand’s message. It identifies the individuals that have influence over a certain group of potential buyers and orients its activities towards those individuals. It is based on the word-of-mouth strategy, which is considered to be the most valuable form of marketing.

With influencer marketing, your target would be to reach a trusted influencer to make it easier for you to build trust with his/her followers as well.[1] Influencer marketing is a successful strategy nowadays due to a term called “assurance”. Influencers that people trust or follow provide assurance about the product or services, which is more effective for companies than direct marketing agents.

Along with success, influencer marketing comes with lots of challenges as well. So, here are the top seven techniques to win with influencer marketing.

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1. Try to find better influencers, not cheaper ones.

You are trying to access an influencer in order to get something valuable from them. This should work both ways. You should offer them some value in order to get it back in return.[2] Always try to look at the influencer’s background, audience, and popularity before selecting them.

2. Identify the type of influencer that suits you.

There may be different types of influencers available. They may be blogger influencers, Twitter/ Instagram influencers, or social influencers in their local area. The type of influencer and social reach you need will depend on the kind of services your business offers and how you hope potential consumers will best receive your products. It’s good to do research to analyze types of influencer best suited to your business.

3. Know the difference between an influencer and an advocate.

Influencers are someone with significant social status. They might have several thousand Twitter followers, Instagram followers, Facebook likes, and RSS subscribers. They are frequently interviewed, subscribed to, and retweeted.

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They blog frequently and might have written a few books as well. They have a considerable amount of reach and the same reach can be used to promote your business. On the other hand, advocates may only have few hundred followers. They might not even blog and might not have good social reach. Know the difference to do the best promotion and marketing tactics for your business.

4. Do the ground work.

If you want influencers to fully engage in your promotional activity, then you should have a good relationship with them. Identify the relevant influencers to connect with and think about how you can help them.[3]

The help may be in the form of sharing their content, promoting their books, or answering their questions. The more you help them, the more they will want to help you. The best way to reach the influencer you want to engage is through content they are already sharing, and conversations they are already starting or leading. For example, Twitter chat can be a very good way to do it.

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5. Offer transparency to influencers.

While using influencer marketing, you need to be transparent to possible influencers. There should not be any overcompensation or lies about your product. Influencers who have plenty of experience about your product will not be pleased if you establish your relationship with them based on lies.

Certainly, an unhappy influencer can lead to a failed marketing campaign.[4] There should be transparency in every step with influencers, from selecting the influencer to collecting the results of your marketing strategy.

6. Do onsite guest blogging.

You can open your onsite blog to guest submission from the influencers of your niche. It’s a win-win situation where you can get new and exciting content for your blog, as well as the opportunity to work with relevant influencers. In return, the influencers receive exposure to your audience as well as backlinks to their websites.

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7. Measure your result.

Keep track of the relationship you are building with the influencers and how fruitful the result is. Compare and analyze the result before and after influencer marketing and make future plans accordingly.

Featured photo credit: Flickr via c2.staticflickr.com

Reference

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Nabin Paudyal

Co-Founder, Siplikan Media Group

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