Using Influencer Marketing : Tips And Tricks
Influencer marketing became a powerful selling tool for many businesses last year – and there are few signs that this trend will die down. Whether you’re a small business or a big company, your brand can get a significant boost through an influencer’s endorsement. Keep reading to find out how social selling can increase your sales and take your brand to the next level.
What Is Influencer Marketing?
Influencers are people who have a large number of followers on their social media accounts and have strong engagement through comments, views, or likes. They tend to have reputations for promoting trendy or high-quality products. Because of their massive following, they have a ready and captive audience to pay attention to the products and services that they choose to promote on their social media pages.
Businesses can pay influencers to promote their products in different ways, such as creating a review, posting a video talking about it, or writing a sponsored blog post. They may also have tie-ups where the influencers have affiliate links that allow their followers to purchase the products using their special codes for a discount or other benefit.
Marketing through influencer partnerships began back in 2006. However, it has changed significantly over the past 15 years. Instagram is now one of the most popular social media platforms where a majority of influencers promote products, but it only truly took off in 2010. Facebook and Twitter were just starting to gain popularity in 2006, so many influencers were not celebrities or other prominent personalities. Instead, they were primarily bloggers writing about their day-to-day routines and discussing which products they liked to use.
Influencer Social Media Platforms:
Influencers nowadays have many more social media platforms to choose from for promoting products. YouTube is still a video platform of choice, but now they can also promote through TikTok. Longform reviews with written details are better highlighted in traditional blog posts or Facebook posts.
For influencers who want to balance visual appeal with written detail, they may turn to Instagram for their product features. Apart from feed posts and IGTV, they can also feature the product in IG Stories for simple, quick promotions – ideal for short-term marketing.
Twitter is the ideal platform for bite-sized content with plenty of audience exchanges. However, Clubhouse still has plenty of untapped potential as a platform because it’s so new – and it won’t be long until influencers figure out how to use it to increase their audience reach and marketing skills.
Remember that the more social media platforms your chosen influencer uses, the greater your reach if you establish a partnership. However, you can also benefit from micro-influencers with a smaller but more intimate audience that is more likely to trust them because of their perception as a more “honest” or “authentic” influencer regardless of sponsored content.
Which Niches Best Suit Social Influencer Campaigns?
Virtually any business will get many benefits from creating partnerships with influencers. However, there are some niches that are particularly well-suited to influencer promotion. These niches typically feature visual products that benefit from personal reviews, such as beauty, fashion, fitness, and travel products and services.
For business services, they benefit the most from influencers who are also thought leaders. Because influencers in this niche tend to choose to promote businesses whose services they already use. This lends their reviews and posts plenty of credibility, and creates a sense of trust with the audience.
An example of a well-known influencer is actress and content creator Christina Calph, known for her funny and inspiring posts. Her entertaining posts on multiple platforms makes her a versatile endorser.
Jessica Bishop is another influencer – best known for being an expert on all things wedding-related under her online resource The Budget Savvy Bride. Because she collects and shares so much useful information about planning weddings, brides-to-be eagerly consume her content and pay attention to the products and services she features.
Three Ways That You Can Use Influencer Marketing
There are many ways that you can use influencer marketing to shine the spotlight on your products and services, depending on the kind of content you’re looking for. Whether you’re partnering up with small micro-influencers with very specific target audiences or increasing brand appeal by securing an endorsement from a well-known social media influencer, these three ways can help you stand out.
1] Have Sponsored Products Highlighted In A Review Post
Your chosen influencer can do a review in a format that best suits their social media platform. For example, they can write a blog post or create a video review, or post photos of themselves using the product. Affiliate links are also suitable for tracking conversion rates and increasing social media engagement.
2] Form Long-Term Influencer Relationships
Instead of partnering up with multiple influencers for a short period of time, you may also consider having a long-term partnership instead with a select core group of different influencers. This creates a stronger association between them and your brand to the general public, and it also makes it more likely that they will recommend your products in the future as a favor to your brand.
3] Focus On Your Landing Page
Your chosen influencer should have a link that sends visitors from their social media pages to your targeted landing page. This page should have information about related services and other products and the highlighted product that the influencer recommended.
To find out how successful your partnerships with influencers are, you should regularly audit e-commerce conversions. This will also show you which audiences are more receptive to this kind of marketing and how effective specific strategies are.
A regular audit of your e-commerce conversions will highlight your most successful influencers and demonstrate the strategies (and audiences) receptive to this type of social marketing.
Influencers help build your brand’s following, generate sales, and get the word out about your products and services because many people trust influencers and check out what they endorse. Having an influencer trust your brand will go a long way in turning their followers into your customers.
Remember that while these are effective strategies, it will take time to get results. So to align these strategies with your overall marketing campaign and make sure to track the results!
Get started on your influencer marketing strategy today to give your brand a much-needed lift!