If you are here, you have heard a lot about influencer marketing and are thinking of including them in your advertising strategy.
And it seems logical and correct to me.
As we know, social networks have created influencers, and many people started making money by promoting the brands on their profiles.
And brands making money by interacting with influencers who have a large community of loyal followers.
Specifically, companies have invested more than 100 million dollars in influencers in the last year.
If you want to include influencer marketing in your advertising strategy and earn from your business this is for you.
I am going to explain to you what Influencer Marketing is and how to do a campaign with famous people effectively.
Let’s go there!
What is Influencer Marketing
Influencer Marketing is a strategy that has gradually gained strength and businesses are applying it to improve visibility and sales.
It’s about doing ad campaigns with famous people whose social networks are fuming, so to speak.
An influencer shows his followers a product that a brand has sent him/her, tests it and recommends it so that the company receives a sales wave in return.
And the truth is that it works.
Do you know why?
Because people buy products when they trust us. We don’t want anyone to scam us. And that other people assure us that this product is good, it is useful, it is worth it… we trust and buy.
Well, as long as the influencer has a strong relationship with their community and doesn’t cheat.
What is an Influencer
An influencer is a person with a good number of followers on social media who interact with their content. At one point, they could even become fans.
Influencers have a lot of presence in the channel where they are shown and their opinions greatly influence the people who follow them.
They have earned authority and trust based on content that their followers like.
Types of Influencers
Influencers are usually divided by a number of followers:
- Nano-influencers (2K – 5K): They are humble, collaborative, opinion and create content for fun aspiring to be more influential.
- Micro-influencers (5K – 100K): They are not celebrities but they have a greater engagement with their followers, by dedicating more time to them and professionalizing their content.
- Macro-influencers (100K – 500K): People who make a living creating content on networks and have positioned themselves as specialists in some sector.
- Fame-influencers (500K – 1M): People who have become famous through other means and have started collaborating with brands to influence their followers.
- Mega-influencers (1M+): Celebrities whose followers come from all over and do not have as much engagement, since they follow them for the mere fact of being famous.
I also believe that there are types of influencers depending on the theme or sector in which they operate.
So that you can see it clearly:
➡️ Influencers from the world of Fitness: The content is related to sports, fitness and food.
➡️ Gaming Influencers: They record content and interact with their followers while trying video games on Twitch, Youtube, etc.
➡️ Influencers Foodies: All its content is linked to food, trying restaurants, making recipes …
➡️ Fashion influencers: Fashion trends, clothing order unboxings, modelling…
➡️ Celebrities: Famous of any medium (TV, radio, press, reality shows, music, cinema …)
➡️ Entertainment influencers: They entertain based on humour, memes, parodies, vlogs on YouTube, travel, etc.
➡️ Movement influencers: They are advocates. They give visibility to taboo topics.
Advantages and Benefits of Influencer Marketing
Now that you know what Influencer Marketing is and what it consists of, you might have already seen the advantages, right?
And there are many.
✅ The main one is the visibility it gives you as a brand.
The fact that people with thousands of followers talk about your products already allows you to reach a large number of potential customers.
✅ On the other hand, authority.
If influencers speak well of your products, that benefits you in terms of reputation. Your brand will begin to link to those people, and if they are an admired influencer, they will extrapolate that feeling to your products.
✅ Finally, and as a consequence of the previous ones, the increase in sales.
At this point is where you have to do a good job. Because it is useless for an influencer to promote your products if the shopping experience is going to be disastrous. The influencer will bring you customers, and your job is to retain them and make them buy again.
How to do an Influencer Marketing Campaign
Now I am going to explain what you should take into account, step by step, to make an effective influencer marketing campaign.
Analyze your target audience
The first thing is to be clear about who your ideal client is.
Who do you want to buy your products? Who do you want the influencer to influence?
The factors such as age, gender, profession, interests and hobbies … among other things should be taken into account.
And the most important question: which social network are you on?
Because it makes no sense to choose an influencer whose followers are on Tik Tok, if your ideal client uses Instagram, for example.
Determine the objectives in your influencer strategy
Think about the goal you want to achieve with the collaboration with influencers.
Do you want to increase sales in X product? or want to have a greater reach? Do you want to gain a reputation? Do you want to launch a new product?
These are questions that you should ask yourself because based on your objectives you have to define the advertising campaigns and choose one influencer or another.
For your goal to be realistic, you have to define a SMART goal.
If you don’t know what SMART means, here’s a meaning for you.
S – Specific
M – Measurable
A – Attainable
R – Relevant
T – Timely (In a given period of time)
Investigate how other brands collaborate with influencers
Analyze your competition or companies similar to yours, even if they do not belong to the sector.
See what kind of influencers they collaborate with and what kind of campaigns they run. In which channels they are advertising and how long do the campaigns last?
You can use tools such as Metricool (freemium), to analyze the social networks of both the competition and the influencers themselves.
Facebook Ads Library (free) can help you analyze ad campaigns and their advertisements.
Define your budget
You have to be realistic with the budget that you are going to invest in advertising campaigns with influencers.
You cannot expect to spend little money if your goals are very ambitious.
More importantly, the investment is not only made to choose influencers but also should invest in products for their promotion, in advertisements on networks if you wish, etc.
Choose the influencers related to your brand
Based on all of the above, you will choose the influencer or influencers who will collaborate with your brand.
Nowadays it is difficult to contact an influencer directly unless they are a nano-influencer or micro-influencer and manage collaborations on their own.
The normal thing is to contact the agencies and they offer packs of influencers depending on your objectives and budget.
The pack will have one price or another depending on how many influencers you want, the number of followers and their engagement.
Ideally, you should work with influencers who have to do with the interests of your ideal client, previously defined.
For example, if you are going to sell vegan food, the logical thing is to choose influencers that are foodies or those who are in the world of fitness.
In addition, they also have to be influencers who can be identified with your brand values, so that there is some credibility.
And of course, that they are in the social network you want to work with.
Plan and execute the influencer campaign
Once you are clear about all these factors:
Your potential clients, social networks, your objective, your budget and the influencers in your marketing strategy …
It’s time to get down to business.
You will have to send a briefing to your influencers, which is nothing more than a document with all the information about the campaign, the product they are going to promote and your brand.
In addition, they are usually provided with the material with which they are going to generate the content: videos, infographics, images, creatives and logos, copies … as well as the guidelines for how promotions should be.
You have to create an execution plan with the post publishing dates and times, as well as the brand hashtag that they will use for the campaign. The more creative the concept, the more impact it will have on the followers.
If you are going to launch advertising campaigns on a social network such as Facebook Ads, Tik Tok Ads or similar, you have to define the strategy in advance and design the campaigns.
Measure and optimize results
Finally, the determination of KPIs to measure and optimize results.
Because what is not measured cannot be improved, and if you are not aware of your campaign with influencers, there may be a problem or crisis and you are not finding out about anything.
In your Influencer Marketing strategy, you will measure factors such as the scope of the campaign, the interaction of the followers, the conversions obtained and customer loyalty.
Still, to give you an idea, some KPIs that I would take into account would be:
- The CTR (click-through rate) of posts and ads to your website.
- The number of sales
- The percentage of conversions (visits to pages, additions to the cart, sales …)
- The number of posts with the branded hashtag.
- The number of new followers to the brand.
- The number of interactions on the influencer’s posts, Etc.
Personal experience with influential marketing
One day, I called up a celebrity whose social media is managed by me and asked for a skincare routine. She not just suggested but sent me a total package with multiple products from the same brand.
I started using it, slowly liked it and now I am into all the products from that brand.
I have gone through many products but feared to use them because of skin sensitivity, but when this celebrity(whom I trust the most) suggested the same, I started using them.
And, it’s not only me, but my family members started using them and the chain may not stop until and unless that brand stops giving quality.
This is the power of influential marketing.
Will you include influencers in your Digital Marketing Strategy?
I hope this post has helped you understand what Influencer Marketing is and the benefits it can bring to your brand.
You already have all the steps to create your sales strategy with influencers and some examples that can serve as inspiration.
Now tell me, is there an influencer you would like to collaborate with? Do you have any crazy ideas in mind?
Tell me in the comments 🙂