Digital Marketing is very famous as people have more access of mobile phones and internet but Influencer marketing Strategy is coming with a more easy way of engaging audience with the help of Influencer.
A big boom of marketing through social media like Facebook, Instagram, and Twitter, the demand for Influencer has also increased to influence the purchasing behavior of consumers.
The demand for influencers continues to grow as most of the organizations and marketers have moved into social media for increasing their sales and grip on market share. That’s why the organization needs to understand the whole mechanism of influencer and the way of influencing Consumer Purchase Decision.
What is Influencer Marketing?
So definitely all users have a question that what is influencer marketing.
Meaning of Influencer Marketing
Influencer marketing is the way of marketing where the main focus will be given to the influencer who has expertise in a particular Niche and with the help of that key person, the message of the brand will be delivered to a large number of the population.
In influence marketing, companies use influential people to communicate a brand message to the large market.
Influence marketing is the way of marketing that applies both old and new techniques of marketing where companies do celebrity endorsement and make the use of celebrities with their content and share it over social media.
What is an Influencer ?
An influencer is a person who is either a celebrity or expert having expertise in a specific area and holds above-average social media presence with loyal followers.
In marketing, it is really important to understand the perception of consumers and their taste behavior. The influencer has a command to influence the perception of their followers and get them to take action on something..
Nowadays influencers have a good connection with media houses, industrial experts, consumer groups, and communities.
People are ready to see the content of the influencer for a particular brand and with the help of influencers, brands can understand the thought process of the consumer.
Influencers share their Stories related to the brand experience so that consumers can get authentic feedback and reviews about the brand.
Consumers now rely on the words of influencers instead of Photoshop photographs or videos promoted by the brand for advertising.
Companies that want to be competitive and retain more market share are mostly going towards the influence market.
Brands are trying to do marketing with influencers to hold the focus of their audience into products and services associated with their brands.
Why do you need Influencer Marketing Strategy?
Before purchasing any product or any services consumers usually like to look for the reviews and opinion which are available either on physical stores given by salesperson or review sites.
As per the study by Zendesk survey —
90% of customers claimed that positive online reviews influenced their buying decision
As per the study conducted by the Better Business Bureau and Nelson —
Over half of the US internet users said they would like to see online ratings and online reviews and often for taking any purchasing decision.
So reviews play a significant role in creating brand awareness within the market especially for startups who initially face challenges.
But influence marketing is not only for the high-grade reviews from the participants but it has more many advantages as well, look here for more benefits…
Why influencer marketing is important?
So reviews play a significant role in creating brand awareness within the market especially for startups who initially
- Brand Recognition
- Magnetism of a significant exposure
- Marketing with influencers allows building affiliate programs
Brand Recognition
The function of influencers in marketing can play an influential role if the right influencer is associated with the brand.
Influencer marketing supports brand awareness especially for the startups which are new to the market and require brand visibility within the market.
Influencers furnish fresh opinions about the product and services which are connected with the brand which is related to their niche and relevant to their audience.
An Influencer’s perspective is considered to be more unique and trustable. Some influencers have a better aspect of storytelling which is preferred by the audience and build a sense of trust and worth within the audience.
Magnetism of a significant exposure
Over a period of time influencers create a loyal audience by continuing to add valuable content and sharing to their consumer.
When an influencer shares information or reviews about the brand then it delivers positivity for a particular brand and product, simultaneously increases the visibility of brand and product.
We can see an example of mobile companies whenever they are launching their products. Initially, they would send their mobile to influencers who have large audiences in social media and request them to share reviews and opinions about the product so that their product gets significant exposure.
Marketing with influencers allows building affiliate programs
In an affiliate program, the influencer gets a commission for each signup or purchase made by their viewer’s community. With the affiliate, marketers or businesses get more likes, clicks, and downloads.
Influencer marketing is one of the greatest tools that allow your business consumers to identify your business Naturally without much energy.
Difference between influencers, bloggers, brand ambassadors, and consumer advocates
Influencer, bloggers, brand ambassadors, and consumer advocates, all are seemed like interchangeable but surely they have slight differences in the strength of their influence.
The company should be aware of which one to work for its purpose.
Influencer
For your understanding we have segmented them as per below.
- Celebrities and Mega influencers
- Micro and Macro-influencers
- Micro-influencers
- Macro-influencers
Celebrities and Mega influencers
These are the Mega influencers and celebrities who possess more than 500 thousand to 1 million followers and are the most powerful. The celebrities are actors, musicians, politicians, sportspersons, and more. Endorsing them with the brand is quite costly because they charge heavy fees.
Micro and Macro-influencers
Such influencers involve Mothers, fathers, bloggers, business entrepreneurs, etc. These influencers have a low number of followers but they have a significant impact on the behavior of consumers or real followers.
Micro-influencers
Normally, they have followers from 500 – 10000 followers. They have a very vital hold over their followers. They have influence over their audience. Micro-influencers can be a fruitful in Influencer Marketing Strategy.
Macro-influencers
They have followers ranging from 50 thousand to 100 thousand followers.
Comparatively micro and macro-influencers have a smaller group of followers as compared to celebrity influencers but they have a more engaging percentage as compared to celebrity influencers. These influencers are more indulge in developing content for their audience and in touch with them on a regular basis. As they have fewer followers, and it is quite easy for them to understand the changes in the behavior of the audience.
On the other hand, it is also cost-effective as contrasted to endorsing the brand from celebrities.
Influencers in marketing create work of brand recognition.
Bloggers
Bloggers are those personalities who commence with the creation of new content for the audience. Their content may be related to technology, cooking, fashion, food, etc. With the passage of time, their content gets more traffic.
They also earn with the help of Google AdSense, monetization, and affiliations.
As Blogger’s contents grow simultaneously, followers also rise and after that, they can make an influence on followers.
Brand ambassador Bloggers
These are the types of influencer which are hired by the companies for promoting their brand. Such influencers have a contract with the brands for a period of time.
These are different from the influencer in a way that influencers are hired for a shorter period. Brand ambassadors have deep knowledge about the brand and they also participate in different meetings, seminars, and promotional events to advertise the brand.
Consumer advocates
These are groups of people who would like to use products of the brand and promote them. They would like to do brand promotion because they like the service or products of the brand.
Consumer advocates are different from the above list of terminologies(Influencers, Bloggers, and Brand ambassadors) as they do not get any compensation for promoting the brand.
These all groups are the modern techniques that are used by the companies for marketing as consumers are more engaged in understanding the perspective of influencers.
Who is right for your brand Micro and Macro-influencers?
Influencer Marketing Strategy
These are groups of people who would like to use products of the brand and promote them. They would like to do If an influencer is having more followers doesn’t mean that influencer can redirect the more engagement towards the brand. It doesn’t value any brand if an influencer has more number of followers but does not generate any engagement.
A number of followers are not the measurement of recognizing that sponsored content shared by the influencer will get more engagement. If an influencer is not involved too much in engagement activities with the followers then clearly it will not occupy more gatherings for sponsored content.
So definitely Bigger is not always better. The company should adopt some strategies to align business with the right influencer for their brand so that more engagement can be generated from sponsored content.
Following influencer marketing strategy can be chosen to associate the right influencers in marketing the business:
- Search over the internet
- Buzzsumo and Followerwonk
- Searching across social media applying the hashtags
- Watch for trending conversations
- Are they designing and posting the content that is appropriate for your industry?
- Is their brand followed to its content and communications?
- Are they consistently posting and involving their audience?
Search over the internet
This is the most important Influencer Marketing Strategy. Google is everywhere. Everyone is asking Google for their questions and doubts.
A company can search with the keywords related to their business or niche so that they can easily identify the people who are associated with the industry and has expert knowledge.
On the other hand, you can also classify the number of engagements with the contents posted by the influencers who have deep expertise over the topic and have a significant influence over the followers. If you have any niche product then surely micro-influencers can help you.
With a Google search, you can easily identify the reference who is totally dominating the search with their content. This person can be the right person for giving exposure to your brand.
Buzzsumo and Followerwonk
The another important Influencer Marketing Strategy is to use tools like Buzzsumo and Followerwonk. These are the two tools that you can use for identifying the right influencer. In these tools, you can search for keywords that are related to your industry.
Buzzsumo is really a good tool which is specially designed to identify the contents that are trending over the internet. With the help of Buzzsumo, you can be able to locate the influencer whose content is viral over. This tool will really increase your chances of getting the right influencer for your business.
You can easily identify the content and the topics trending into your industry. You can also try a free trial version of Buzzsumo so that you can get some experience on it.
If you get satisfy then will go for the paid version.
Searching across social media applying the hashtags
Definitely, to capture the market share, social media is the best platform. What social media are you using?
The is another victorious Influencer Marketing Strategy to apply. You just need to search out the keywords related to industry with the hashtag and its done.
You will get all the influencers whose contents are trending in a specific social media. We recommend you to do the same in all the social media you have exposure.
With this, you will be able to identify the trending contents that have more engagement by the audience. This is also one of the best ways of identifying the right influencer for your business.
Watch for trending conversations
Look for trending conversations over the social media can be a another most important Influencer Marketing Strategy. Influencers are always indulged in trending conversations.
They always try to engage their audience by participating in trending conversations and would like to share their views and opinions because they have good expertise in their areas.
For successful influencer marketing strategy, You can also use Google Trends for topics having viral conversations.
Facebook and Twitter are the great platforms for identity such conversations and looking for the right influencer.
Are they designing and posting the content that is appropriate for your industry?
For effective influencer marketing strategy, It is also necessary to identify either audience is more engaged with their content or not?
if they have more followers but if they are not getting more comments and likes from their followers into their content then there will be no relevance.
Is their brand followed to its content and communications?
For effective influencer marketing strategy, The company should check messages which are posted by the influencer and should be related to the same niche or industry.
If the content is not related to the brand then it has no use because it will not create any brand awareness about the product and service, therefore, it is always needed that the brand should be aligned with the content and message of the influencer.
If the content is not related to the brand then it has no use because it will not create any brand awareness about the product and service, therefore, it is always needed that the brand should be aligned with the content and message of the influencer.
Are they consistently posting and involving their audience?
For effective influencer marketing strategy, Influencers can engage their audience only when they are consistent with the posting of content and engaging the audience with the activities. Search influencers how much engaged in posting the content for their audience. This is lead to another influencer marketing strategy for selecting the right influencer.
Conclusion
If you are a startup and looking to create a brand awareness about your organisation or your new products that influencer marketing can be a good strategy to start so that in a short span of time your business can get more recognition in the market.
Associating an influencer with your brand requires the studies and strategies. A few of the strategies we have already discussed above.
If you are launching a product or the services you can use influencers so that they can provide the authentic review about your services and product so that their audience can easily move into conversion rate.
If you have better ways please share on the comment box below so that others can also take advantage.
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Thank you for the reading..
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