2017 has been an excellent year for influencers, they’ve reached the attention of almost every company owner. The effect some of the significant influencers have is incredible, take a look at Huda Kattan. The moment she posts a review of a product, thousands (if not millions) of women will start searching for this product to purchase it. So maybe Huda Kattan might be out of reach, but there are thousands of influencers, all with their interest specific following. In this post we’ll talk you through the most important know how’s of increasing your traffic by using influencer marketing.
Advantages and a no-go
So let’s kick off with the advantages of using influencer marketing. There are many benefits using influencer marketing, first of all: The promotion doesn’t give viewers the feeling that it’s just an advertisement. People are slowly becoming blind to ads; they recognize it before they’ve even read or viewed the ad and they just scroll further. With influencer marketing, people look at a post from a social media account they love, or one that has many followers, so they are interested in what they promote. With this, it will also create thoughts like “they like it so I like it too” or “they like it so it must be good.”. Because they start to associate the influencer with your product, they are more likely to purchase your product.
Second, you already know how important it is to get traffic that’s interested in what you have to offer, right? Most of the influencers have a following that all have one interest in common, for example, cats. If you run a store or blog focused on cats, working with an influencer that has a cat-themed Instagram, YouTube or Facebook page will not only give you a great traffic boost. The traffic you’ll be getting from this influencer will also honestly be interested in the themed product(s) and blog posts you offer.
There are some things you need to bear in mind though, but I’ll tell you the most important one right away. The FTC has set a guideline for influencer marketing, which comes down to one thing: the influencer needs to be clear that the post is a promotion, an ad or cooperation. I’ll give you a link to the article dedicated to this at the bottom of this page, but for now, let’s start with how to get work done with the right influencer.
Get to know your customer first
The first step in this process is both essential and critical: get to know your customer. What I mean by this is that you’re going to need to know what your customer likes; what kind of influencers they are likely to follow, what their interests are and what type of content they like to see.
So after you’ve found your target audience, what do you do next?
Decide what type of influencer you’ll need
There are different aspects of an influencer to consider when choosing who to cooperate with. Beginning with the most obvious one: selecting an influencer that matches your customer and your niche.
After that’s done you can sort them by their tone, some like a very playful tone, some prefer a strict one, but this will vary for each target audience so make sure you choose the right one.
Then comes the reach of the influencer. While an influencer with 4 million followers/subscribers might seem like the best choice, you should consider your budget and their engagement. The budget part is obvious, but the engagement part is something to look at very carefully. Think about it like this: Would you rather work with an influencer that has 40k followers, but only has 500 comments and 60 shares, or with one that has half the followers, but double the engagement? Conclusion, both their following and the engagement influence the reach they have, so look for the best combination of these two for the budget you’ll set for this.
Score the right fit influencer
So you’ve thought it all through, did research on who your target audience is, found some exciting influencers on multiple channels and decided which of them fit your needs. Now it’s time to determine which of them will be your partner. After you’ve checked all of the points mentioned in the previous paragraph, it’s time for action! The next step will be to start a conversation with the influencer(s) of choice, so you can get an idea how their communication with you will be. Fast response time will be of importance because if something doesn’t seem to work, you need to be able to tweak the content in no-time. A Second important aspect, after they’ve shown willingness to cooperate, is the relationship you should build. This will ease the process. If the influencer is committed to your product and results the content will feel more natural, and you won’t get the feeling you’re flogging a dead horse.
Get creative together
The last step in the process: setting up a contract, or make a deal and create content together. The contract/deal should be clear for both parties so misunderstandings will be prevented. After this is clear, the creation of content starts for the influencer marketing plan. Of course, you could let the influencer do all the content creation, but make sure the influencer knows exactly what you want. If needed, show some samples of what you like and don’t be afraid to give feedback after the content is posted. And let’s close this post with a tip: give the influencer something to work with, like a sample of a product.
As a small addition, here is a short video on the subject by FameBit:
As promised, this is the article about the FTC guideline:
And if you’ve missed the introduction to this series be sure to check it out here:
Be sure to read the next post released on Wednesday and if you have learned from this post, or just really want to know something I’ve missed, let us know in the comment section below.