The big brands, with the growth of social media, have been able to evolve and adapt.
How did they do it? Taking advantage of these new means to promote and communicate themselves through this new phenomenon of Influencer Marketing.
In its most basic form, Influencer Marketing takes the idea of collaborations between brands and celebrities appreciated on the web, placing them in a content-based marketing campaign.
Within each sector, there are influential people, influencers, who can be anywhere. They can be anyone. What makes them influential is their extensive follow-up on the web and on social media.
Today’s consumers are not the same as consumers of the past. They do not listen to everything they hear on television or on the radio. They do not read billboards, they do not want to read the information.
And they do not trust big companies right from the start. However, they listen to what others have to say and they use social media to get information.
People tend to trust other people more than companies or advertising. This is because they expect loyalty from people and also because they are consumers like them rather than companies whose primary interest is to sell (at least according to the point of view of the future client).
That’s why Influencer Marketing has become such a powerful and effective marketing strategy, one of the most effective techniques for attracting customers. Influencers are responsible for generating and distributing content on your brand.
When you entrust your product/brand to an influencer you are positioning it in its follower’s network, an established network of individuals who trust what the influencer said.
Micro-influencers for your brand
Even if you have a medium or small business, you can benefit from using influencers as a marketing tactic.
For this type of reality, the right choice can be to contact the micro-influencers: characters of lower importance but who can still boast between 1,000 and 10,000 followers.
Working with micro-influencers can be disproportionate in terms of time and effort. You have to spend several hours looking for the right micro-influencer for your brand, you must also communicate with them personally and evaluate the results together.
The great advantage of working with micro-influencers is building a long-term relationship.
Remember that they turn to a niche, a niche built over time and therefore faithful. They are experts in their field and share their experiences, knowledge, and information about a service, product or brand with followers.
Although it is better for micro-influencers to give freedom to create posters, the guidelines developed on brand and campaign objectives can enable marketers to quickly deliver the promotional idea and find a common language with bloggers.
Influencers share posts that are in partnership with other users, pages or brands and tag brands in the picture.
How to identify the perfect influencer
Malcolm Timothy Gladwell – an English-born Canadian journalist and author in the fields of sociology, psychology, and social psychology – identified three types of influencers: Connectors, Mavens, and Salesmen.
- Connectors build a network filled with a wide range of people and therefore possess a byproduct of exceptional reach.
- Mavens are information brokers who share their knowledge and thoughts simply to help others. They consume and share what they find with others acquiring insights on trends.
- Salesmen are persuaders who possess incredible charisma.
First, you should assess whether the contents of your influencer are consistent with what you want to communicate.
In this phase of research and choice, you have to consider a fundamental indicator: involvement. Do readers respond, comment and share? How many readers return to read the contents?
Following are some tips to guide you.
- Design your approach: what do I want to communicate? Who is my target? What is the available budget? Who is the right influencer for me? What is my plan (daily, weekly, and monthly)?
- Use hashtags. You can use hashtags to find influencers that are already interested in your product. Search for hashtags relevant to your company, product or market to find the best posts related to that specific hashtag.
- Conduct research on social channels. Search for your followers to see if any of them have a large following. Choosing an influencer who is already a fan of your product or service makes it easier to persuade them to promote your brand.
- Look on Google. You can always use Google to search for bloggers in your city, trying to be specific.
- Search for local influencers or automate the search with some tools as BuzzSumo, Klear and Ninja Outreach. These tools facilitate the first stage and leave marketers with a ready-made list of possible micro-influencers.
It is also important to consider what other social platforms visit your customers. Pinterest, Instagram or YouTube could be more useful for your brand than Facebook.
When a publisher constantly publishes high-quality content on a regular basis, readers are more likely to return, add to bookmarks and share.
This may seem counter-intuitive, but bloggers who have less content than sponsored content tend to be more trustworthy and appear more authentic. Personal stories that include the actual use or mention of a product, service or brand are more reliable than direct product revisions. So their contents are authentic, true and of quality.
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