Influencers are all over the place right now. On every social media platform you turn to you will find an “influencer” recommending a product or service. Influencers don’t even need to be a person. These days, influencers come in all shapes and sizes, including virtual influencers & pets.
So, why should you be using influencers in your digital marketing strategy?
People like and engage with what other people have to say. Influencers have got to where they are by creating a following of fans who listen to them, like to see where they go, what they do and what they wear. They’re far more accessible than traditional celebrities, as followers can and do interact with them (usually on a daily basis). Influencers are trusted and idolised by their followers and if your product or service has a similar audience to a particular influencer, then this is definitely something you should be tapping into.
How can you be successful in your influencer campaigns?
Define what you want to achieve
Before you embark on any campaign, it is important to identify what it is you want to achieve from it. Engaging with influencers is no different. First of all, decide what your goals are, who you want to target and whether you’re looking to build sales, awareness, launch a product or increase engagement, etc. Once you have set out your goals you can work out your steps to achieving them.
Find the right influencer
When it comes to finding the right influencer, you should go for an influencer that you like but you should also consider whether you can get easy access to them. It is crucial that they are relevant for your business, no matter what.
Have a look at what platforms they are popular on, what the age range of their followers is, how many posts they make and what kind of posts they are.
You’ll want your influencer to be a good fit with your business, so if you and your audience are not on twitter and you’ve found someone who is popular on there and nowhere else, then maybe they’re not the right person to choose.
Once you have found someone who aligns with your company goals and values, then you can work out how you can collaborate.
Choose the right content for the right platform
If you’re going to get your influencer to produce content on a couple of different platforms make sure that you get the best use out of each one. For example, you don’t want to use exactly the same content on each platform, so utilise what you can do and choose beautiful images for Instagram and videos for Facebook. Make use of the stories too and the fun you can have with platforms like TikTok.
Build a good relationship with your influencer
It’s important that you and your influencer are on the same page, so if they’re not already a fan of your business or product or service, then get together and make sure they truly understand your brand’s voice and what you stand for. Give them the opportunity to experience your brand, whether it’s through free products or services or showcasing what you have to offer and the people who benefit from your business.
Manage your expectations
Remember that the influencer you choose to work with is working with you and not for you. They are a professional and they know what they’re doing. While it’s important to discuss with them what you expect and how many posts you’d like them to do, remember to put your trust in them and don’t try to control their posts too much.
How Rumour Mill Creative Communications Can Help
Rumour Mill Creative Communications build unique relationships with influencers, that allow us allow us to work with them to develop posts that help to tell your brand’s story, while satisfying the needs of their audience, retaining authenticity and creating a fantastic user experience of your brand.
Kick off your influencer marketing with our ‘Influencer Engagement‘ package or email us on social@rumourmillcomms.com
If you want to see some examples of our work, Influencer relations played a significant role in the opening of Six by Nico in Belfast and it’s ongoing success.