Influencer marketing has arguably become one of the best ways for a brand to promote its products to new and existing customers. With a few posts or stories, an influencer can make their audience flock to an up-and-coming product or eagerly wait for a launch. Before we get ahead of ourselves though, we need to dive into what influencer marketing really is, and why you should work with an influencer for your brand communication.
To put it simply, influencer marketing is a form of marketing that uses influencers to promote or recommend products and brands to their loyal followers. Influencers have niche communities of followers who look to them for the best products to buy, businesses to visit, and trends to follow. There are typically many different types of influencers and many different industries ranging from fashion and fitness to cars and entrepreneurship. Influencer marketing is highly effective when working with the right influencers because of the high amount of trust built between an influencer and their followers.
There are many instances when a business decides to invest money in influencer marketing and it doesn’t bring any sort of return on investment. This is typically the result of poor influencer selections and not understanding the science behind successful influencer marketing campaigns. Before investing your businesses’ money into influencer marketing, you’ll want to get a feel for the best influencer marketing practices.
The biggest mistake we see businesses make when it comes to influencer marketing is they don’t do substantial research on the influencers they work with. You’ll want to first get a well-rounded understanding of what your business is trying to achieve by working with an influencer. You’ll want to know who your target audience is and the types of customers you’re trying to reach. In addition, you should know what niche your audience is in and where they hang out on social media.
Once you do the preliminary research, it’s time to find an influencer that aligns with your business and marketing goals. For example, if you’re a newer luxury women’s clothing line, you’ll want to hire influencers who have fashion pages on Instagram, Pinterest, or TikTok. If you’re a supplement company, you’ll want to target influencers in the fitness and wellness industries.
After compiling a list of influencers on DeepDeets’ search & select tool, the next step is to do your research on those influencers DeepDeets’ reports and analyze their engagement, behaviors on social media, and decide if their attitude and brand align with your vision. From there, it’s all about reaching out to influencers and starting a conversation.
Before going into an influencer partnership, you’ll want to set a dedicated budget for the entire campaign, as well as per influencer. If you have these numbers ready, you’ll be able to decide immediately who you can and can’t afford. It’s best to strategically spend your marketing budget on different influencers, instead of loading it all up onto one individual.
After the campaign has started, you should begin analyzing the data provided by DeepDeets in our own sponsored post tracking tool. Make thought-out decisions on if you should continue working with that influencer, or if you need to adjust your strategy. Remember, the data doesn’t lie.
Overall, working with an influencer can help with increasing brand awareness, but also brand communication. Influencers act as a higher level of social proof and make your brand appear more trustworthy and easy to reach. In addition, the types of influencers you work with say a lot about your brand and how customers perceive it.
If you’re looking for a great way to grow your brand and get involved in your target market, influencer marketing can be an extremely effective strategy and could prove to give you a high return on investment.
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