Have you been considering utilising influencer marketing in your 2020 strategy?
A topic that baffles many business owners, Influencer marketing is certainly a dominate features in todays digital age and as it continues to evolve, its a marketing avenue you wont want to miss out on.
According to eMarketer's 2019 Influencer Marketing Report "Hootsuite surveyed their clients in 2018, and 48% said they either used or planned to use influencer marketing with well-known or celebrity influencers, while 45% used or planned to use micro influencers who have smaller, highly engaged audiences."
With the focus of Influencer Marketing this 2020 leaning heavily toward mico-influencers (between 2k and 50k followers), this is the perfect opportunity to step into the influencer marketing world and connect with your target audience.
Influencer marketing can be utilised across a range of social media platforms, in particular Instagram, Youtube and as of 2020 Tik Tok for the more millennial brands. It can be an ongoing relationship, with is a great way to build trust among your influencers audience, or a one off post or giveaway to kick start the relationship.
Though I suppose the real question you would like answered yes, why and how can you make the most of influencer marketing.
WHY WORK WITH INFLUENCERS
As we enter a new decade, any form of influencer marketing is extremely valuable.
When done correctly, the benefits can include,
An increase in brand awareness
Increase in trust around your brand name
Creation of high quality content
Growth in brand credibility
When choosing to utilise the influencer space, micro-influencers are a great place to focus on. They offer a higher engagement rate (between 2.5% to 6% engagement rate), lower costs and often a better ROI (return on investment), and in an age where celebrity influencers are plentiful and can be very expensive for the average business, they provide a very trusting audience and affordable rate.
70% OF MILLENNIALS PREFER A PRODUCT ENDORSED BY A NON-CELEBRITY INFLUENCER
(The Keller Fay Group, 2019)
WHAT TO LOOK FOR IN AN INFLUENCER
- Firstly, it is key to ensure the influencer represents and aligns with your brand and ethos. It could be extremely detrimental to your brand if you were to connect with an influencer who promotes for example, single use coffee pods, when you are a sustainable, plastic free cutlery brand.
- From there you want to review their comments and level of engagement, this can allow you to understand how their audience interacts with their content and if it is considered valuable. Does their audience trust them and are they invested in what they have to say?
- Finally, after connecting with the influencer, I would request further details about their insights and performance rates. In particular their engagement rate and audience data. Does their audience reflect yours, are they all male or female, are they within your age bracket ( a great website to help with this is ( https://socialblade.com/ ). As there is no point putting the content out there, if it's pointed at the wrong people.
SOCIAL BLADE EXAMPLE
HOW TO CONNECT WITH AN INFLUENCER
Once you are ready to connect with your chosen influencer, I suggest looking for their preferred contact method. Some people prefer a direct message, others provide an email address or website you can contact them via.
From there, ensure you create an open and fluid level of communication between yourself and the influencer and make it very clear from the start, what you are hoping to achieve through this collaboration and the content you aim to create (to avoid disappointment from both ends).
Are you trying to drive sales?
Would you like to build brand awareness?
Do you want to engage your target market?
Maybe you want to build your email database?
While requesting either their media kit or data insights, it's important to get an understanding of their standard rate early in the discussion, as not to waste any ones time.
There is not really a set rate for influencers, as it ranges depending on their level of followers, engagement rate and quality of content. Some may rely on this as their full time work or other may be happy just to work with a like minded brand on the side. Though as long as you respect each others work and find a fair and mutually beneficial arrangement, there is no reason why it should not work.
I hope this helps you on your way to building a strong and effective influencer marketing strategy this 2020 and please do not hesitate to get in touch any time to chat further or feel free to book in for a 1:1 Consultation.
No question is a bad a question :)
(Marketing director & founder of ZES Marketing)