5 Rules of Influencer Marketing for a Better Strategy
By Alex Neil Posted Dec 12, 2017 in Social Media Marketing
As it’s been proven time and time again that word of mouth marketing is the best form of brand marketing. People are more likely to trust other consumers’ recommendation than the brand itself. That’s just how it is and influencer marketing is no different.
Influencer marketing is basically like celebrity endorsements but on a more specific scale. While celebrities are known by a general audience, influencers are not. Influencers are people who have, through their experience and hard word, become a role model in a specific niche. The audiences that they have are also interested in the same niche so the influencer’s community focuses around a certain niche.
The way it helps brands is because they don’t have to preach about their products to everyone. They could just look up influencers in their niche and then get them to spread word about their brand. See? Word of mouth marketing at its best because those influencers’ audiences will trust their role model’s advice which will generally lead to more traffic, leads and sales for the brand.
The thing is that while it may sound simple enough in theory, it’s not that easy to get influencers to mention your brand to their followers. Here are a few things to keep in mind when venturing into influencer marketing so that you have a chance of getting your desired results.
1- Micro-Infleuncers are a Better Choice:
The difference between mega and micro influencers is the number of audiences. If an influencer has more than 10,000 people following them, they are generally considered to be mega influencers and if they have less than 10,000 followers, they are micro-influencers.
You may be wondering why micro influencers are a better choice. Here’s the thing: A large following means that the engagement between the followers and the influencer is not as good as you would like it to be. Whereas, a micro-influencer knows their audiences on a deeper level. They know what their followers want and what attracts them. So, if they like your brand and feel like it is something their followers will want to know about, only then they will share your brand with their audiences. The result will be better because since the followers will like your brand, your business will have more leads and sales.
Also, the added bonus to micro-influencer marketing is that you will have a better chance of communicating with them and getting them to mention your brand.
2- Get in Touch With More Influencers:
Business takes time to grow, and to speed up that lengthy process, you need to involve more and more influencers to the mix. The more people advocating your brand, the more people you will be able to reach and the more your business will grow in a short amount of time.
The best way to approach influencer marketing is to have a few mega influencers and a lot of micro influencers to spread word about your latest products and services. Not only it will reach more people but there is an added benefit as well. When people are passionate about a niche, they tend to follow more than one influencers in that genre. So, if you get more and more influencers to do your marketing, you brand will be more authentic because people would be hearing about it from multiple influencers that they follow.
3- Build A Relationship With the Influencers:
Getting an influencer to market your brand is not easy and it’s especially true in the current digital age, when influencers are approached by all kinds of brands. You need to tread slowly so that you don’t come off as aggressive. Do your homework and get to know about the influencer that you want to connect with so that you know their struggles and things they might need help with. Then offer them any support or help that you can so that they might consider helping you out as well.
The thing to take out of this is that the more you help the influencer out, the more they will want to help as well.
4- Let Your Influencers have Their Creative Freedom:
Influencers can share your brand out of the goodness of their hearts but more often than not you are paying them to do the marketing. But even though you are paying them to market your brand, it doesn’t mean that you own them. If you want an influencer to hold the sign that says ‘Buy This Product’, it’s genuinely not going to work because their followers will know from a mile away that the influencer is not being honest in this review.
The best way to go about it is to have the influencers their creativity and let them figure out a way to market your brand ina way that it comes off as genuine interest.
5- It’s Just One Marketing Medium:
Either you are thriving in influencer marketing or you are struggling with it, you need to remember that it’s just one of the many marketing media there are. You need to focus on your other marketing strategies just as much if not more.
See, influencer marketing is a way to get more and more people to your website or social media profiles. So, when your influencer marketing turns out successful, it will mean that people will be checking you out online. If you don’t focus on that part of your marketing, all the efforts that were put in the influencer marketing will go to waste. So, focus on all the other aspects of brand marketing as well as influencer marketing.