Guest Post By Ahkeem Sealy
How-To Incorporate Influencers into Your Marketing Strategy: Steps & Tips
Influencers are now considered to be vital when it comes to digital marketing. This is called Influencer Marketing. Companies understand the influence they have on their audiences and how integral it can be to work in cohesion with them. Why? Because influencers have built a relationship with their followers and the biggest or growing brands want to take advantage of that.
Influencers are often subcategorized. Generally, they are split into two: micro-influencers – 10k-100k followers – and macro influencers – over 101k-500k followers. However, some marketers divide them further into micro (10k-100k), macro (+101k-500k), mega (+501k-2m), and all-star (2m+). For this article, we will keep this simplistic and focus on the main categories: micro and macro who individually offer unique benefits.
Advantages of Utilizing Influencers
Micro-influencers are excellent for increasing sales as they have very high engagement rates, so audiences are interacting with their content, which is important. The relationship between micro-influencers and audience is very strong. Micro-influencers are generally seen as being authentic and real world people, so they resonate very well with their followers. Added, this influencer type is often the most cost effective.
Macro-influencers have decent engagement rates but have a high number of followers so their reach is great. This directly impacts brand and new product awareness for companies. The more people that see the post, the more they become aware of the product/service and brand being promoted by the macro-influencer.
Source: Launch Metrics
Launch Metrics conducted a study where they interviewed various brands asking what the most important pillars for them were when it came to assessing and incorporating influencers. Majority opted for engagement rate as a high rate directly increases in the best return on investment.
Source: Launch Metrics
According to their study, micro and macro influencers have positively impacted brands’ campaigns better than high-level influencers due to the fact they have a strong connection with their target consumers, their content is authentic and they are the most cost effective – a triple win for brands.
This begs the question…
How do I incorporate Influencers into my marketing strategy?
For many marketers, this might be unchartered territory. Here we will explain how to incorporate influencers into your social media marketing campaigns in the most effective way.
Step 1: Find and reach out to influencers
This can be the most difficult aspect of influencer marketing. Finding influencers and getting in contact with them can be difficult but made easy with the right tools. Influencer marketing platforms like TapInfluence, Traackr, HypeAuditor, Tagger, Upfluence, and co. will make things easy as many of these platforms have compiled massive lists of influencers highlighting all their statistics for each social platform. Some platforms include outreach while most have big lists and it’s on you to visit their social media pages and contact them. Check out Tagger! It’s the best platform for all your influencer marketing outreach, campaign optimization and management, and more!
Use these platforms to get insight on key statistics like engagement rate, follower count, change in metrics over periods of time, best performing content, and more to have an understanding of which influencer you’d like to work with!
Step 2: Highlight product/service pros
Influencer’s want to ensure they are marketing a product/service they believe in and that will benefit their audience. Marketers have to market themselves to the influencer. You should sell your brand, product, or service and explain all of the benefits of why your offering would resonate with them and more importantly, their target audience.
Step 3: Work with them to create content
Influencers have a very strong understanding already of what type of content provides the highest engagement rates with the audiences. So brands should utilize this knowledge and work in cohesion with the influencer to create a campaign that resonates the best with the audience to get the highest engagement rate in return. Doing this will positively effective sales and the increase of high-qualified candidates for purchase.
Step 4: Keep close watch on campaign performance
Marketers love analytics. Keeping watch on the performance of your campaign is integral so ensure resources like time and money aren’t being wasted. If the content isn’t performing well, you need to understand why and how you can improve it for the next campaign. Strategic planning and altering of strategy is essential to ensure you meet your marketing and organizational goals.
Now they we have covered the best steps, let’s move onto key tips you should utilize to ensure your campaign is performing at its best!
Key Tips for Influencer Marketing Campaigns
Tip 1: Contests and giveaways are effective
Influencer’s audience’s will be very receptive of contests or giveaways. This can inevitably increase awareness for the brand and product as well as improve engagement rate. Promoting contests on an influencer account will
Tip 2: Provide discounts codes influencers can promote
Discount codes provide something valuable for the influencer audiences which promotes purchasing. This tactic can improve your conversions, which is the ultimate goal for influencer marketing. The influencer audience can also share these codes which is ideal. Creating shareable content to reach out to more people is effective.
Ahkeem is an editor at https://cloutdaily.com – a blog aimed at teaching marketers and Instagram users about influencer marketing and it’s best practices. You can check out his how to find Instagram influencers article here.