Everything You Need To Know About Influencer Marketing- 1

Tuesday 05th, April 2016

Influencer_MarketingWe live in a world where social media is much more matured and highly influential. Marketers continuously devise new methods of leveraging social media to gain the maximum. Over time it has become clear that Word Of Mouth (WOM) marketing is the most effective in social media advertising.

When people recommend a brand or a product to their friends, it carries a lot more weight than any banner ad these days. Banner ad menace has become so much that we all suffer from ‘Banner blindness’ and it is widely ineffective these days.

Question is who needs banners and pop ups when you can have real people endorsing you? This is where Influencer marketing comes into play.

What Is Influencer Marketing?

Influencer marketing focusses on using key leaders in an industry to drive a brand’s message to the mass market. Rather than marketing directly, you instead request/hire/pay influencers to put the word out for you.

Influencer marketing often goes hand-in-hand with social media and content marketing. Most often influence campaigns have social media component integrated with it. Influencers appeal to their followers to use a particular product through social media channels. It’s raw, organic and almost a personal recommendation – and that’s why it works perfectly. Influencer content is often created by the influencers and sometimes provided by the sponsoring businesses.

Overall, social media and content marketing often fit inside influencer campaigns but aren’t synonymous with Influencer marketing.

Why Use Influence Marketing?

Influence marketing has the potential to drive tons of visitors to your site and increase your social presence.

Search engines such as Google are factoring social influence into Page rank- meaning more social influence you have, better will be your SEO and SERP rank.

Getting acquainted with your industry influencers raises your social media quotient and increases trust. What more than to have your influencer as your customer! Also top influencers can amplify your reach and open the floodgates to newer markets without much effort.

Identifying influencers on social media and requesting for an endorsement is one of the most effective ways of advertising and this trend is going to shape the marketing strategies in the future. It is new and many businesses are yet to realize its worth. With the kind of influence social media is exerting on the people and influencing the buying pattern, Influence marketing is here to stay.

Having discussed the need and importance of Influencers, let’s take a look at some of the key factors that drive Influencer marketing.

Key Components of Influencer Marketing

Given that Influencer marketing is a discipline on its own, some unique steps need to be taken to get the ball rolling.

  1. Understanding The Audience

The most important step is to identify the audience that will be most relevant to you. You need to chart out the plans for your target segment, the type of content they consume and the kind of social media channels they engage with.

Other dimensions such as geography, demographics and behavior patterns are also important to be considered while drawing an Influencer campaign.

  1. Pick The Right Influencers

The success of an Influencer campaign depends on identifying the right people who can drive more traffic and influencing others to drive sales. They serve as the bridge between the brand and goals of the campaign.

To determine the kind of influence one has, Forbes’ contributor Kyle Wong has a great equation:

Influence = Audience Reach (# of followers) x Brand Affinity (expertise and credibility) x Strength of Relationship with Followers

Other parameters that you can take a look at are the Moz domain authority, reach in social media channels and estimated traffic from the web.

Always take a look at the followers of the Influencers and decide if these are the people you want to target.

  1. Build Your Own Social Following

Influencers can’t do all the work for you on social media. You need to go the ground work, search your followers and keep them engaged with good content. To help you do the job, there are scheduling software from the likes of Hootsuite and HubSpot. However, you also should take the time to read your follower content, like and comment on them, share other people’s content and socialize with them. You should also reply to tweets, posts and questions personally to build an amiable image.

  1. Share Your Content With Experts

When you have generated quality content, don’t be afraid of sharing it with the influencers. The only way you’ll be able to get noticed by the industry stalwarts is by tagging them in your posts. The worst that they can do is ignore you.

If you get appreciated by them, you get exposure to a wide audience that will be looking out for you.


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