Influencer marketing has done a lot of growing up since the first brand decided to send a free sample to a blogger in the hope of a mention. Influencer marketing is now an integral part of any comprehensive marketing plan, with one in every two marketing strategies including an influencer strategy. This still relatively young discipline is becoming increasingly relevant for brands that want to stay abreast of the latest industry trends. With this market only set to grow, developing an effective influencer strategy could take your marketing to the next level.
What Is an Influencer?
Influencers are the new leaders of digital marketing. Social media savvy and creative, influencers create content that captures the attention of thousands ( sometimes millions) of people across the globe. Whether it’s technology, fashion or lifestyle, influencers have a talent for finding engaging ways to speak to their audience and as a result they are highly trusted, respected and influential (hence the moniker). This has made them highly valuable to astute brands and advertisers that are recognise the potential of collaborating with them.
What Makes a Successful Influencer Marketing Strategy?
A successful influencer marketing strategy can help brands to target their marketing budget effectively, increase brand awareness, create new leads and generate ROI up to six times that of earned media.
Choosing the Right Influencer
Central to a great influencer marketing strategy is, of course, the influencer that you work with. Finding the right influencer to work with could determine the entire success of your strategy. Choosing the right influencer is all about asking the rights questions. What is their niche? What does their audience look like? What is their engagement rate? Aligning your marketing goals with their niche, audience and engagement will help you to find the right influencer for your brand. And remember, size is secondary to engagement rate when it comes to influencer marketing success.
Selecting the Best Channels
Influencer marketing is branded as the new word-of-mouth. So choosing which audience and demographics you want to speak to is essential to getting influencer marketing right. From blogging, to vlogging and social media, most influencers have mastered the curation of an audience across multiple channels. But to achieve your goals, it’s important to identify which you should focus your resources on for the best ROI. This will depend on your brand, product, goals and target audience. When done well, a well-executed influencer marketing strategy has immense potential for significant ROI.
The Rise of Influencer Fraud
With the rise in popularity of influencers and the rewards and opportunities that go with being a successful influencer, there has been an increase in fraud. Purchasing a few thousand new followers can cost as little as £5, which makes discerning between a fake following and genuine influence challenging for brands.
The Bigger Picture
Executing a successful influencer marketing strategy requires expertise, resources and the ability to identify the best measures of success. If you’re interested in finding out more about the five rules for an effective influencer marketing strategy, download our free whitepaper, Influencer Marketing Done Right. We’ve outlined what to prioritise when planning your next influencer strategy to increase your success.
Take Your Influencer Marketing to the Next Level
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