Influencer marketing has emerged as a powerful way for growing businesses to build brand awareness and drive traffic. In fact, 93% of marketers have used influencer marketing in their campaigns, and it’s now considered as a key advertising strategy. But is it the most effective strategy for your business? Let’s find out!
What is influencer marketing?
Influencer marketing is a form of marketing that relies on influential people to promote products or services. Influencers are often celebrities or well-known personalities with a substantial following, but they can also be experts, advocates, and journalists. Influencer marketing can be used in conjunction with traditional advertising methods to achieve greater reach and engagement with potential customers, or it can be used independently to increase brand awareness.
Influencer marketing has many benefits for both brands and advertisers. It allows advertisers to engage with their target audience and create brand ambassadors who are passionate about the products being promoted. Influencers also benefit from this type of marketing because it gives them increased exposure and higher engagement rates compared to traditional advertising methods.
Why is influencer marketing so popular?
Influencer marketing has been around for decades, but it’s only recently become an essential part of any marketer’s toolkit. A recent study found that consumers are influenced by other consumers’ opinions more than any different kind of advertisement. This is because consumers are no longer just consuming the content they find on their favourite websites or magazines; they’re also listening to podcasts, watching videos on YouTube and Instagram stories, and reading comments on influencers’ social media pages. As a result of this shift in how people consume media, marketers need to be where their customers are at all times.
B2C vs. B2B influencer marketing strategies
The two main categories of influencer marketing are business-to-consumer (B2C) and business-to-business (B2B). The difference between the two is that B2C campaigns are aimed at consumers, while B2B campaigns are geared towards businesses. Both are potent tactics for building brand awareness but have different nuances.
For B2C marketers, it’s all about the customer experience. When a consumer is looking to buy a product or service they are often in need of information, and influencers can be a great source of that information. Influencer marketing also helps build trust with your audience by using influencers known for being honest and transparent.
For B2B marketers, influencer marketing builds brand awareness and thought leadership. A B2B marketer might choose an “influencer” in their industry who has a large following and is respected by other experts in their field. This expert would then create content around your product or service that you could use as case studies or blog posts to show how it works with your product or service.
Identifying the right influencers
The benefit of working with an influencer for your company is undeniable. However, finding the right influencer to work with isn’t always so straightforward. There are countless influencers out there; therefore, it becomes imperative that you learn how to correctly identify them to make the best decision regarding your marketing strategy.
There are many factors to consider when identifying the right influencers for your brand. Here are a few tips:
- Identify your target audience — who are they, and what do they care about?
- Identify the most relevant influencers for your brand — who will most likely positively influence your target audience?
- Look at follower demographics — how is each influencer’s audience represented by age, gender, and location?
- Look at engagement rates — how passionate are followers with this particular influencer? Is there a high rate of engagement?
- Check out their content — what types of posts do they post, and how often do they post them?
Should you work with micro-influencers or macro-influencers?
The answer to this question depends on your goals.
If you want more sales, then it’s better to work with macro-influencers. Macro-influencers have a high level of credibility in their field and a large following, which means they can quickly drive sales. They also tend to work with brands because they can get paid by the post or product mentions, so they are incentivised to work closely with you.
If you want to build brand awareness and increase engagement, then micro-influencers are the way to go. Micro-influencers are relevant people in your space but don’t have as many followers (usually around 10,000). They’re great for creating organic buzz about your company because their followers trust them and see them as experts in their space.
How do you measure the ROI of your influencer marketing campaigns?
An influencer marketing campaign is a great way to reach your target audience, but it can be hard to know if you’re getting a good return on investment. Here are some tips for measuring ROI in influencer marketing:
- Use social media analytics software to monitor brand mentions and influencer engagement.
- Track the number of people who click on links from your campaign.
- Measure the number of influencers’ conversions (e.g., leads, demo downloads, sales).
While influencer marketing works, it is not a viable strategy for every business. While fan engagement and brand monitoring are essential aspects of influencer marketing, they should not be the sole focus of your campaign. Whether you find an influencer to partner with, you will still need to implement tactics to reach your audience, such as retargeting ads or building an email list. Influencer marketing is one piece of a larger strategy for your business. Using it correctly can be a powerful way to connect with your audience and expand your reach.
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