Using influencer marketing properly for business

What is influencer marketing?

Influencer marketing is a type of social media marketing that uses endorsements and product placements from influential individuals and organisations.

This strategy has become more popular recently due to the high user-engagement on social media platforms.

Influencers are usually celebrities, experts, thought leaders or content creators with a dedicated online following. Their opinions and recommendations hold significant influence with their audience, making them valuable partners for brands looking to connect with potential consumers.

Importance of influencer marketing for businesses

In an era when consumers are increasingly distrusting traditional advertising, influencer marketing offers an effective way for businesses to build trust and credibility.

Here's why it's important:

Audience engagement: Influencers have a knack for generating high levels of audience engagement. Their followers trust their recommendations and are likely to interact with content associated with them.

Increased reach: With influencer marketing, businesses can expand their reach significantly. By partnering with influencers whose followers align with their target market, brands can tap into new and larger audiences.

Authenticity: Influencers are often seen as more authentic and less "salesy" than traditional advertising. They can endorse a product or service through their regular content, making it appear more natural and less intrusive.

Cost-effectiveness: Depending on the influencer's reach, this type of marketing can be more cost-effective than traditional forms of advertising, especially when it comes to reaching specific demographics or niche markets.

5 strategies for successful influencer marketing

Identify the right influencer: Not every influencer will be the right fit for your brand. Choose influencers whose values align with your brand’s, and whose followers match your target audience.

Leverage user-generated content: Encourage influencers to create their own content around your product or service. This enhances authenticity and can lead to higher engagement.

Maintain clear communication: Keep an open line of communication with your influencers. Make sure they understand your brand’s values, goals, and expectations for the partnership.

Track metrics and adjust accordingly: Implement analytics to track the success of your campaigns. Review these metrics regularly and adjust your strategy as necessary.

Long-term partnerships: Rather than one-off endorsements, consider forming long-term partnerships with influencers. This can lead to more authentic endorsements and a stronger connection between the influencer, their followers, and your brand.

Key performance indicators (KPIs) for influencer marketing

To measure the effectiveness of your influencer marketing campaign, here are some KPIs you can consider:

Engagement rate: This includes likes, comments, shares, and saves. A high engagement rate signifies that the influencer's audience is actively interacting with the content.

Reach and impressions: This measures how many people saw the post. It helps you understand the potential size of the influencer's audience.

Click-through rate (CTR): If the influencer's content includes a link to your website or product, the CTR will show how many people clicked on it.

Conversion rate: This measures how many people completed a desired action after engaging with the influencer's content, such as buying something, signing up for a newsletter, or downloading an app.

Return on investment (ROI): This is the ultimate measure of a campaign’s success. Calculate the ROI by comparing the revenue generated through the campaign against the costs associated with the campaign.

While influencer marketing has its advantages, it also comes with its fair share of drawbacks.

These are three downsides you need to consider when working with influencers:

Influencer fraud: This is one of the major challenges in the influencer marketing industry. Some influencers artificially inflate their follower count using bots or buying followers, which can result in businesses investing in influencers whose "reach" is largely nonexistent. This can lead to a poor return on investment.

Lack of control over content: While allowing influencers to create their own content can lead to more authentic endorsements, it also means giving up a degree of control over your brand’s image. If an influencer misrepresents your product or fails to comply with your guidelines, it could lead to a negative image for your brand or even legal complications.

Short-lived and volatile: Influencers' popularity can be somewhat fickle, with their impact often being transient. Trends and popular individuals can rise and fall swiftly on social media platforms, meaning a successful influencer partnership can be short-lived.

Additionally, any controversy or negative behaviour by an influencer could quickly tarnish your brand's image if you're associated with them.

These risks underline the importance of thoroughly vetting potential influencers and having clear agreements and strategies in place before launching a campaign.

Influencer marketing is a powerful tool in the modern marketer's arsenal. By using the right strategies and closely monitoring key performance indicators, businesses can find success and build stronger connections with their target audience.

Remember, effective influencer marketing is less about reaching a large number of people and more about reaching the right people.