More and more often, we’re finding out about new products and services via social media rather than traditional channels. Since consumers are generally wary of being “sold to,” we’re more likely to check out those products and services when we learn about them through someone we know and trust. Enter the influencer.
An influencer leverages social media popularity to promote products or services to their followers. Sometimes these are bona fide celebrities getting paid big bucks to tout high-end products. But most of the time, they’re regular people with a passion for something. Niche content creators — from small business owners to Pilates enthusiasts — post stories and videos aimed at sharing their experiences with their like-minded followers. Eventually, brands take notice and approach influencers about connecting with their audiences.
If your organization has a product or service that’s potentially valuable to a specific group, then an influencer strategy could be a smart way to get your story out there. Organizations that develop and implement influencer strategies can increase awareness, drive website traffic, build engagement, generate leads and boost sales. Here are a few tips to help you build a successful influencer relationship.
As with any effective marketing program, you need to begin with the end in mind. What does success look like and how will you measure it?
As you research influencers within your category, it makes sense to look for those who are aligned with your brand and what it stands for. But while you’re at it, take care to study their followers. Is the audience active and engaged through comments, shares and other interaction? Are they the kinds of customers you want? Getting to know an influencer’s audience will help ensure they’ll view your product or service as a natural fit.
Collaborate with the influencer you choose. Trust them to know their followers and what they’ll respond to. Don’t hand over a script and expect an influencer to read it. Instead, share your goals, and let them develop an authentic, personal message.
Once your campaign is up and running, keep track of what’s working and what’s not. Watch how audiences respond to slightly different messages and calls-to-action. Then work with your influencer to optimize content and delivery for better results.
When it comes to creating an effective influencer program, it’s all about who you know. That’s why you should get to know the team at MasonBaronet. Let’s talk about expanding your brand’s sphere of influence.