Influencer marketing has a 37 percent better retention rate than business that doesn’t come through word of mouth. Start with the ‘who’ First off, make sure that your market is actually going to be influenced by the influencers you want to target. Most people trying to run an influencer campaign will start by going after the biggest influencer in their field. Chances are you’ll build up their loyalty to your brand simply by giving them some kind words and sharing the content they create. Once you’ve got a relationship going, they might start endorsing your product all on their own. Create engaging content Many influencers may have a great voice or connection with their followers, but they can still struggle to produce interesting content. You can brainstorm blog posts or social copy for them to share, offer useful statistics, or relay insights about how your industry works. In addition to sharing their content and giving some exposure, you could also give influencers an advanced trial period with new products (as long as you make certain that they don’t have to review it positively). In other words, you’ll be using your influencer marketing strategy to influence the influencers. Before you know it, it’ll be time to go back to the top of the list and start again.
Did you know that most ads have an average click-through rate of only 0.06 percent? I don’t know about you, but that doesn’t seem like a good conversion rate for your hard-spent money.
An area where we’re not seeing these kinds of rates of decline is influencer marketing. Just check out the stats: 74 percent of people use social media to decide whether they want to buy something. Influencer marketing has a 37 percent better retention rate than business that doesn’t come through word of mouth.
The question then becomes, how do you use these folks to push your product? That’s what we’re going to look at today.
1. Start with the ‘who’
First off, make sure that your market is actually going to be influenced by the influencers you want to target. This seems like a straightforward step, but people often skip it. They just expect a famous person to endorse their product.
That mentality might get you a lot of views, but if you partner with people who aren’t actually interested in your product, then your business won’t benefit. So, instead, find out who your audience listens to.
One of the best ways to do this is to survey your audience and find out what websites they regularly visit, who they follow on Twitter, and so on. From there, you’ll have a much better idea of how to proceed.
Also, look at BuzzSumo and Followerwonk, made by Moz. They can give you some valuable insights into which influencers affect different audiences. When you pinpoint some influencers who could fit your brand, spend some time simply listening to them so you know who they are and what they have to say.
2. Find out what kind of influencers you want
Once you narrow down your targets, you’ll have to decide how much you want to spend. Most people trying to run an influencer campaign will start by going after the biggest influencer in their field. But there are several problems with this strategy:
- These influencers tend to be very expensive.
- Their audiences are often less engaged than those of smaller influencers.
So if you’re just starting out, consider targeting smaller influencers, or, as they’re known in the industry, micro-influencers. These people are cheaper, easier to sway, and capable of providing a bigger per-person impact.
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