Being a business, you’re always on the lookout for new ways to innovate your business and marketing strategies. Using blogs, podcasts, and social media, you have spent a lot of time building the routine you hold dear, dedicating yourself to learning about this tricky field. Just as you start to master your marketing, something new comes along, making it feel impossible to stay ahead of the game. At the moment, social media influencer marketing is the next big thing, but what exactly is it?
Companies have been using direct marketing strategies for decades, with early examples coming about hundreds of years ago. Of course, it’s a little different today, and the methods which are being used are much more sophisticated. You’ve probably seen adverts around the web which eerily seem to know exactly what you’ve been shopping for in your last few sessions online. Always showing something relevant to customers, using direct marketing is a great way to reach out the right people, and you only have to pay when your advert gets clicked.
As time has gone on, using cookies to track people’s shopping habits and displaying adverts based on your findings has become much less popular. Users don’t like it, because it feels like they are being watched, and the much more research-driven approach of companies like Ascend2. Not only do users dislike them, but so do other websites which would usually be hosting them for you. This can make it hard for PPC services like AdSense to put your adverts onto the right sites, as the market was saturated before companies started to go off it.
Influencer marketing happily represents a change in this sort of routine, offering a fresh take on approaching people directly about the products and services you have on offer. Instead of using cookies to track users, you will be relying on the types of influencers you’re using to get the word out to the right people. For example, a tech company wouldn’t get much use out of someone who regularly posts about beauty and makeup. While it can be hard to find the perfect influencer to match your company, this approach to direct marketing has loads of benefits, with keeping customers happy being chief among them.
Finding influencers, getting them to post, and making proper use of the engagement you get as a result will all be a big challenge. This is a new field for everyone getting into it, making it impossible to take action which you can guarantee will get the results you want, and adding a lot of confusion to this field. To iron things out and add some simplicity to the process, you can find an example of the sort of process you will have to go through if you want to take full advantage of influencer marketing.
- Contact Influencer: The first part of this job will involve finding and getting in contact with influencers which are a good match for your company. Using tools like Facebook and Instagram to achieve this is one of the best routes you can take. Alternatively, websites like phlanx.com can give you long lists of the influencers you have access to, giving you an incredibly powerful resource when it comes to contacting them. Your initial communications should always be as professional as possible, including the full details of the sort of arrangement you’d like to start.
- Create Content With Them: Once you have a good influencer at your disposal, you will be ready to start working on content with them. A lot of businesses make the mistake of trying to take control of this process. In reality, though, the best posts are always natural, and it will be a good idea to avoid treading on your influencer’s feet when they’re making them for you. Users will expect to see consistent work from big players on social media.
- Post And Pay: With some content created and ready to be posted, it will be time for the big submission to be made. At this stage, the date, time, and even weather outside can impact the success a post will find when it reaches Pinterest or Twitter, and it will be essential that you research your demographic thoroughly before you get started. To help you with this part of the job, you can use guides found around the web, making it nice and easy to cover all of the users you want to. As soon as a post is made, it will be time to pay up. This stage is very important, as late or none payments will result in a bad reputation forming around your company.
- Monitoring The Results: As the last part of this process, once the post is online, you will be able to sit back and watch your influencer do what they do best; spread the word. There are loads of tools which can be used to do this, with your sales directly after the post is made being a great indication of its success. If you’d like to go into more depth with your monitoring, tools like Google Search Analytics can give you a very good idea of where visitors to your website are coming from. This is the only real way to tell how well a post has done for your company.
One of the hardest parts of running a business in the modern world is knowing where you should be putting your time. There are loads of blogs, forums, and other resources around the web which offer marketing and business advice, creating a lot of conflicting information which will be hard to sift through. In reality, though, influencer marketing stands to benefit most kinds of business. Even for those which don’t sell tangible products, having someone who users already trust talking about your goods will always have a good impact.
Of course, before you take the plunge, it will be worth looking into some success stories from influencer/business relationships which will be similar to yours. There are a lot of variables at play here, making it hard to know what is a responsible for the success of a post. With all of this in mind, you should be well on your way to being able to start spreading your influence by using someone else’s.
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