How Powerful is Influencer Marketing?

by David Hyman August 1, 2018


What is influencer marketing? How can it help my business grow, and how do I even approach an influencer once I find one? All of these questions and more will be answered in today’s video.

Friends with Benefits
Whether you understand the full benefits of influencer marketing or not is pretty much irrelevant at this point in time, because in 2018 it is a must-have strategy for a large range of businesses. Building relationships have always been an important factor in running a business, and having an ally on your side is always a plus. Influencer marketing utilises relationships and can actually help you benefit from that relationship whilst also creating an innovative strategy if done correctly.

First of all, what is an influencer? An influencer is defined as an individual that has a substantial following in a particular niche that also actively engages with that group and also has the ability to influence their purchasing and buying decisions. Influencers are all the hype at the moment, and for good reason as there is a range of different influencer styles that you can choose from for your marketing campaign. Here’s four of them.

50% of the battle with influencer marketing is picking the right type of influencer that is relatable to your target audience but is also aligned correctly with your brand, product, and service. Asking Justin Bieber to promote a line of anti-fungal cream probably won’t sync up the way that you want it to. On the other hand, having a sporting icon like Ricky Ponting promoting Swiss multivitamins or Donald Trump promoting a new brand of toupees might be a match made in heaven.

All of this is starting to make a little bit more sense, but what impact does influencer marketing actually have on your business? It was reported that Cristiano Ronaldo posted over 580 pieces of content in the years 2016 to 2017, which equated to over 927 million interactions on social media. Now imagine just how much his soccer club, any brands or sponsors, or anybody associated with him would financially benefit from what he’s doing on social media. We’re talking megabucks. One of the reasons influencer marketing is so powerful is because you’re utilizing somebody else’s group of followers or network to be able to promote your product or service, which means that you’ll be able to get your message through to a new group of people who are likely very interested in your offerings.

Another reason is that influencer marketing is actually quite personable and a lot less polished than digital marketing ads, and therefore you come across as quite approachable to the end consumer. By your audience finding a personal connection to your influencer and seeing that the products or services fit their lifestyle that they’re experiencing, you actually create a trusting bond between each other. This can be made into an effective sales tool.

First Contact
Now you’re starting to understand the power of influencer marketing, and you’ve probably identified somebody who would potentially work well for your strategy, but how do you reach out to this person? You’ve already assessed what platform of social media that they get the most interaction from, so now it’s time for you to engage with them. Post, share, like, comment, subscribe. Do whatever you need to do to be able to get your brand in front of them, and to be able to get an idea of what your offerings are and what you can do for them.

Make sure that you’re as genuine as possible with these people, and don’t come across as spammy. Remember, you want to start a long-term relationship with them, and you want to get off on the right foot.

Once you’ve engaged via social media, it’s now time to send a personal message or e-mail. You need to make sure that you have a call to action in this piece of communication. Briefly introduce yourself. Explain the reason for reaching out to them, and then specify the value that they will receive by being in a partnership with you. Remember, they might be being reached out to 100 times a day from various people, and they want to make sure that they’re partnering with the right people.

The ball is now firmly in their court, and if they’re not interested in working with you, you’ll probably never hear from them again. Remember though, you’re probably not putting all of your eggs in one basket, and you’ll be reaching out to multiple potential influencers at any given time. Don’t give up though. Continue to engage. Continue to like, post, share and make sure that you set a reminder in their heads that you’re still interested in working with them, and maybe they will come back to eventually.

Success. They’ve finally gotten back to you, and now it’s your turn to make sure that the relationship starts off on a solid foundation. Make sure that you explain the compensation that they’ll receive for offering your product or services to their audience, and also make sure that you engage in consistent communication so that you have a good relationship from the word go and all the way to the end.

There you have it. Now you know the power behind influencer marketing. You also know how to identify the right type of influencer for your marketing campaign, and you also have a rough guideline to be able to approach them. It is extremely important from here that you plan, plan, plan and know exactly how you’re going to get the best return from implementing this campaign. Also, continue to network with the brand new group of contacts that you’ve received. Good luck and get influencing.

With over 5 years experience in digital marketing for entertainment, lifestyle and retail industries, Dave began taking on clients in a freelancing environment from 2015 onwards. Currently working as the Digital Marketing Account Manager for StewArt Media, Dave has a passion for digital marketing and ensuring that all clients are achieving rapid digital growth. Additionally, Dave also assists in Social Media Marketing, Conversion Rate Optimisation and Search Engine Optimisation strategies.

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