Influencer marketing is a hot topic in a digital marketing world – known as the fastest growing marketing channel - a multi-billion-dollar industry expected to reach $16.4B in 2022.
The influencer marketing industry was limited to celebrities and a few dedicated bloggers just a decade ago. However, the industry has since exploded and now encompasses all social media users. What's more, businesses are beginning to see the value in working with these influencers to reach new customers. Today, it appears almost every company is using it one way or another as a marketing strategy.
There are endless ways to create a killer influencer marketing campaign, but four of the most effective ones are discussed below.
Finding the Right Influencers
The first step in any successful influencer marketing campaign is finding the right influencers. This can be a daunting task, but there are a few things to keep in mind. First, consider the audience you're trying to reach. Who are they? What do they like? What platforms do they use?
Once you have an idea of your target audience, start looking for influencers who fit that description. It's also important to find influencers who are authentic and credible. Look for those who have a genuine following and are respected by their followers.
Also, consider working with those who engage with their followers. The best influencers are those who are interactive and responsive to their fans. They're not just there to promote the content but actually contribute to the conversation.
Creating Content That Resonates
One of the benefits of working with influencers is their relationships with their followers. They have a level of trust and credibility that businesses can't buy. When influencers share content, their followers are more likely to listen.
Once you've found the right influencers, it's important to create content that resonates with them. This means thinking outside the box and creating content that is interesting and relevant to their audience. Influencers are more likely to share valuable and interesting content with their followers - share short, snackable content that is easy to digest. And most importantly, make sure the content is visually appealing.
Decide on Goals and Objectives
The two most common reasons for using influencer marketing are to elevate brand awareness and increase sales. However, instead of setting these broad targets as your two goals, it will be more effective to kick off your strategy by considering your business needs.
You might want to grow your customer base in a younger demographic, or you may wish to enter a new user group with a distinct product. Whatever the reason is, before you begin any marketing campaign, it's important to set goals and objectives, and influencer marketing is no different. What do you hope to achieve with this campaign? How will you know if it's been successful?
It's also important to define the target audience and what you want them to do. Do you want them to visit your website, download your app, or purchase your product? Once you better understand what you want to achieve, you can begin to tailor the content and messaging accordingly.
Collaborating with Micro-influencers
As mentioned before, the influencer marketing industry has exploded in recent years. This means there are now countless numbers of influencers to choose from, and not all of them have large followings. In fact, many businesses are finding success by working with micro-influencers.
Micro-influencers are those who have a following of 1,000 to 10,000 people. They may not have as many followers as the bigger names, but they often have a more engaged following. Because they're not as well known, they're also more affordable to work with.
The benefits of influencer marketing are vast and varied. It can be an incredibly effective way to reach new customers and grow your business when done correctly. However, it's important to remember that not all influencers are created equal. It's crucial to carefully select the right ones to work with and create content that resonates with them. Once you do, you can sit back and watch the results roll in.