Influencer marketing is already a popular and mainstream form of digital marketing, many people still do not understand this concept perfectly. Some of them even have a completely distorted image of it.
In influencer marketing, it is not all about an influencer or a brand. There are several steps you should consider while making an influencer marketing strategy. In order to do that, it is essential to understand the entire concept of influencer marketing and to become familiar with its tools.
Each step requires particular tools, so we have listed a few influencer marketing tools for each step. That will help you to use this form of marketing in the right way so you may come up with the best results.
What Is Influencer Marketing?
It is easy to define influencer marketing, no matter how complex the entire concept can be. Let’s say you are a brand that offers a product. For example, you sell bottled water. You also sell some flavored waters with electrolytes.
You may want to market that product by collaborating with one or more online influencers. How exactly it works, we will explain step by step in the rest of the article, starting right after this paragraph.
Influencer Marketing Campaign Steps
As we said before, to begin an influencer marketing campaign, you need to go through a few steps that will help you to make sure you join forces with an influencer who is the right choice for your brand.
That means that if you sell waters with electrolytes, you can’t cooperate with an influencer who posts mostly about sports cars. Yet, you can meet with other ways Instagram can boost the growth of your small business.
If you are interested in influencer marketing, specifically, you will need to follow the steps below.
Spotting a Potential Influencer Fit
Before you start looking for an influencer that could help you promote your product, you need to define your target audience. You can do that through the Audiense platform. When you define your audience, the next step is to identify the typical characteristics so you can understand them.
Only after that, you will be able to specify which influencer has the most significant relevance to each of the segments within your audience. Make sure you don’t ignore the audience’s relevance. Otherwise, identifying relevant influencers could be equated with gambling.
With influencer marketing becoming more popular, the number of influencers arises, which makes it much more difficult to find an influencer for your niche. However, there are solutions for everything, including this one.
Here you can go through a short guide of just 5 five steps on how to find niche influencers.
Consider the Influencer
After finding the relevant influencers, it is crucial to make sure the influencers are suitable for your campaign. BuzzSumo is one of the best tools for searching for influencers, but you can also see the metrics of millions of Twitter influencers. You can filter and identify them by authority.
There’s also a tool named Heepsy that will help you detect fake followers.
Contact the Influencer
After you specify the relevant influencer, it is time to reach out to them and offer a collaboration.
You can do that by texting them directly on social media or by email but you can also use the tool named AspireIQ, which presents an influencer platform where you can discover influencers, engage with them and measure your influencer campaign results which is the next and the last step in this process.
Measure the Results of the Campaign
Now that the campaign is over, it’s time to see its results, that is, to evaluate how much the influencer contributed to the purpose of the campaign.
Even though there is some software for measuring the outcomes of influencer marketing campaigns, it is essential not to forget to have a comprehensive analytical approach to the conversion funnel, which you can do by using, for instance, Google Analytics, SocialBakers, or HubSpot.
Why You Should Consider Using Influencer Marketing
There are numerous benefits of using influencer marketing. Actually, influencer marketing should be considered an active strategy in social media marketing. There are many tactics and ways to put it into practice, such as affiliate and referral program, so make sure to explore them all.
Now, we will list a few great benefits of influencer marketing.
Improves Brand Awareness
Influencer marketing, to a large degree, can help you to expand your reach and position yourself on the internet. Internet users will have the opportunity to learn more about your brand, your story, and about the solutions you offer.
Most influencers have a built-up relationship with their audience, and since they certainly don’t want to lose their trust, they will only promote what aligns with them and their brand.
The audience, knowing this, will believe that your product is good, and slowly you, or your brand, will start gaining their trust.
Reaches Your Target Audience
If you collaborate with relevant influencers, this will be unavoidable. Through the influencers, your content is presented to the audience which is already interested in that niche.
In addition to the fact that influencers raise awareness of your brand, by sharing content that resonates with your target audience, the audience becomes interested in your products and quickly becomes a customer.
The more prospects see the influencer’s content, the bigger chance there will be a certain buyer among them.
Influencer marketing is one of the best ways to build a brand online, but it is necessary to familiarize yourself with the whole process beforehand.
The best part about this type of marketing is that the audience is already out there. You just need to find an influencer whom your target audience follows and trusts. The influencer should also gain some benefits from your collaboration, so don’t forget to create a valuable offer.
With a clear understanding of how influencer marketing can improve your goals when it comes to online presence, you can implement your first campaign. After that, you will finally experience the results and benefits influencer marketing may bring you.
Author: Nina Petrov is a content marketing specialist, passionate about graphic design, content marketing, and the new generation of green and social businesses. She starts the day scrolling her digest on new digital trends while sipping a cup of coffee with milk and sugar. Her white little bunny tends to reply to your emails when she is on vacation.