6 Things You’ve Always Wanted To Know About Influencer Marketing

29 Apr 2018

 

6 Things You’ve Always Wanted To Know About Influencer Marketing

If you work in marketing. It is possible that you may feel inundated with companies emailing you. About online advertisements that can enhance your profitability.
 
Wait. What?
 
This blog post, will not only kick those emails off your inbox straight away. But give you a new way to enhance your brand online with the help of influencer marketing.
 
What is influencer marketing?

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What is influencer marketing?

 
Influencer marketing has become a hot topic of conversation for marketing teams. Its powerful in comparison to traditional advertising. Which can be expensive and inefficient if you don’t reach your target audience. Individuals who thought they were a normal day-to-day person. Are now influencer marketing and brands are catching on to their popularity.
 
According to Affilinet, over 50% of young adults in the UK bought something promoted by an influencer in 2017. Whilst 63% of those aged 18-31 in the UK watch content produced by influencers.
 
If you look at the results before 2017, you would find that the use of influencers has increased.
 
Influencer marketing isn’t something new, it is something that hasn’t been used effectively until now. It has been most successful by sports organisations such as Adidas and Nike. Influencers have helped both brands use day-to-day individuals market their clothing and equipment.
 
But I always worry if the marketing sector is falling away without executing its bible. When you look at a piece of research conducted by eMarketer. They found that 67% of millennials use ad-blocking software. Meaning influencers are a way around such tools.
 

Is the market research agency missing a trick?

 
There are now more tools and products in the market research space than ever before. Market research agencies can use a wide range of products that could be put into the following categories:
 
· Data & analysis
 
· Data Visualisation
 
· Online surveys like Snap
 
· Chatbots like Upinion
 
· Video’s like Plotto
 
Companies who sit within one of the above criteria’s have marketing departments. Their main objectives are to increase the visibility of their services to potential clients.
 
How many use an influencer in the market research industry to promote their brand?
 
Actually, not that many.
 
How can a brand/organisation use influencer marketing?
 

Influencer marketing can help 3 main factors:

 
1. REACH!
 
They have the ability to deliver a concise message to a specific audience. Reach is important for any business to attract new business. The more individuals who know about you, the better the outcome…
 
Not necessarily.
 
Some influencers have large newsletter subscriber groups and a Twitter page to match. Yet, brands and organisations need credibility. Someone who has a personal brand that can be understood on the ground by other researchers in the same industry.
 
Creating a personal brand can take time. You will be able to find some useful hints and tips for creating a solid personal brand in a previous blog post of mine by clicking here
 
2. CREDIBILITY
 
This can help in many ways. To check an influencer and their credibility, I would:
 
· Review their social media platforms
 
· Look at various blog posts, they have written.
 
· Look at their speaking coverage
 
· Review where else they publish their thoughts and opinions
 
All the above can help a brand gage how credible and influential a particular person could be.
 
3. PROMOTING
 
How an influencer may promote a brand/product is also important. Because the presence and communications styles they have with their audience are crucial to any ROI.
 
Like all other marketing channels, influencer marketing can be adaptable to suit the product. Thus, it is crucial that you plan before contacting someone about a campaign. So you know the campaign goals and what you expect in return for your investment.
 
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Influencer marketing goals

It is common for a marketing department to set one of these marketing goals when they begin an influencer marketing campaign:
 
1. BRAND AWARENESS
 
Whether you are launching a new product. Or want to access your market via new channels. Influencer marketing is an excellent way to increase brand awareness through a thought leader.
 
2. GENERATING SALES
 
You may feel that your brand is well established and the sector knows who you are. Using an influencer can help you drive traffic to your website. And in turn, offer sale opportunities for your business.
 
3. TARGET MARKET
 
Mastering a niche market can be difficult. However, with the help of a marketing influencer, you can start to build long-term relationships. And in turn, build a strong community of consumers in the influencers space.
 
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What would success look like when working with an influencer?

 
A question often asked by many marketing managers and directors. But an answer that could be ‘how long is a piece of string?’
 
The success or failure of a campaign is measured by 3 metrics. Before metrics can even be discussed with a marketing influencer, don’t forget to set your own targets internally. So you understand what you would like to get from the campaign:
 
1. ENGAGEMENT RATE
 
The engagement rate of any campaign is the number of comments, likes, retweets. Or subscriptions individuals have made.
 
2. CLICK-THROUGH RATE
 
Something that can be tracked by influencer marketers is click-through rates. This is a good sign of reader engagement on blogs. By creating trackable links which are used to guide consumers from content to brand.
 
3. CONVERSION RATE
 
One of the most important metrics. Assessing the outcomes of your influencer campaign against your goals!
 
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How can you judge which influencer is real?

 
You could argue, why would I mention this?
 
Well, there are actually fake and spam accounts across the social media eco-system. So it’s important you pick a marketing influencer who can represent your brand. It’s important to check all credentials such as:
 
 
· Their blog
 
 
 
+ Any other platforms. And even GOOGLE them!
 
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YOU ARE NEARLY AT THE END. TRUST ME.

 
I am a two-time award-winning blogger based in the United Kingdom. My ResearchGeek concept/website was only started around 2-3 years ago. Whilst the following grows, conversations emerge and that means opportunities. I now speak internationally at events and webinars about market research. This was all from Twitter and communicating with people.
 
I love developing thoughtful and impactful partnerships with brands and products. I receive emails and Twitter direct messages asking me to promote or have a chat about their latest products and ideas.
 
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Do you like that I haven’t even mentioned money?
 
The simplest way to work with influencers is to pay them money. But I don’t believe in this method.
 
It should be an ongoing relationship that evolves over time. Obviously, some areas are paid but these are very much bespoke to a brand. It all depends on your objectives and needs. But to give you a prompt:
 
According to Twitter, 50% of people say they depend on influencer recommendations when making purchases.
 
And.
 
According to Deloitte, 47% of millennials say they are influenced by recommendations on social media.
 
So, you have read what I think. Now it’s time for you to email or tweet me with some information about your organisation and let’s see how we can help each other.

 

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