The social media universe is ever-evolving. To be successful in social media marketing you have to be ready to think outside of the box; relying on algorithms just won’t cut it anymore. Social media strategists must constantly be on top of the latest trends and tools in order to stay ahead of the competition and get content in front of the right eyes. To achieve this, the marketing tactic businesses are leaning into, now more than ever, is influencer marketing.
We break down the ins and outs of influencer marketing below so that you can give your overall marketing strategy a HUGE boost!
What is “Influencer Marketing”?
If you’re well-versed in the social media world, you’ve definitely scrolled past some influencer marketing posts. Influencer marketing is a marketing strategy that exists on different social media platforms and uses advertisements, endorsements, and other tactics to increase brand awareness, brand credibility, and sales for products and services. The power of influencers is unmatched in today’s digital landscape.
Is influencer marketing worth adding to your social media marketing strategy? The simple answer is YES. Hubspot recently compiled and shared these statistics that show the value of influencer marketing in 2021:
80% of marketers say influencer marketing is effective, and 89% say it works just as well (if not better) than other marketing channels.
71% of marketers say the quality of customers and traffic from influencer marketing is better than other sources.
Nearly 50% of consumers today depend on influencer recommendations for their purchase decisions. 60% say they’ve been influenced by a recommendation when shopping in-store.
Google searches for “influencer marketing” grew 1500% in the last three years.
Influencer marketing strategies focused on branding or engagements generate 8x ROI.
The top three goals of influencer marketing for businesses include increasing brand awareness (85%), reaching new audiences (71%), and generating sales and conversions (64%).
Who is an “Influencer”?
An influencer is someone who has built a loyal, and typically large, social media following by proving to be an “expert” in their respective areas of interest— i.e. fashion, food, beauty, health and wellness, lifestyle, etc. If you’re searching for more inspiring content to follow on social media, check out MediaKix’s 30 Top Instagram Influencers Who Rise Above the Rest in 2021.
How to Partner with an Influencer
Don’t be overwhelmed by the number of influencers in the social media atmosphere. There are many to choose from, but not all will be the right influencers for your brand or campaign. Here are some quick tips for finding the right influencer and partnering with them:
Ask questions within your team about who they follow and why. Would those accounts, the influencer, and the content be beneficial to what you’re trying to achieve?
Look for influencers with an engaged following, not just a large one.
Use search terms and hashtags specific to your industry, location, and the product or service you’re trying to market. For example, “Cleveland food blogger” instead of just “food blogger.”
Once you’ve found an influencer you’d like to work with, craft a simple message stating why you love their content, why you think they’d be great to partner with for your specific product/service, what’s in it for them (influencers will have their own specific pay rates for sponsored content), and thanking them for their time. These days, many influencers have their own media contact information in their Instagram bio or their own website, so getting in touch can be quick and simple.
5 Ways to Use Influencers to Give Your Marketing Strategy a Boost
1. Product Placement
When an influencer posts a photo or video wearing, demonstrating, or using a product, audiences will want to know what it is and where it came from. Essentially, if the influencer is using it, their audience will want to be using it too! Here’s an example:
A simple and cost-effective way to incorporate influencer marketing into your brand’s strategy is to ask for testimonials. Send out your product to an influencer and offer specific instructions on how they can create a testimonial for your business to use on social media channels and your website!
3. Promo Codes
One of the most common ways influencers engage with their audience is via promotions. When a follower engages with content about a new product and is intrigued by the possibility of receiving it for free or at a discount, brand awareness skyrockets. Every influencer/business relationship should include a unique promo code so that when products are purchased it’s easy to track the source and purchase lead-in! Here’s a great example of a promo code influencer post:
4. Blog Reviews
Many influencers are also bloggers. They are not only passionate about posting visual content about products and services, but they love writing about them and how certain brands play an important role in their everyday lives. Take Rachel Schlather, for example. She’s a Cleveland-native, blogger, and mom with a passion for fashion and food. Her blog is a fresh showcase of different products and services that relate directly to her and her family’s daily lives!
Social media audiences LOVE giveaways. If there’s the opportunity to win anything—from an in-demand, exclusive product/service to a new product/service no one knows about yet, the audience will participate in a giveaway, especially if it’s presented by an influencer they’re loyal to. Instagram giveaways often instruct the audience to follow other brands and engage with other brands’ posts in order to be entered to win. This has proven to be an easy way to increase brand awareness and engagement!
Ready to take on an influencer marketing campaign? Here’s some additional info on how you can add influencers to your digital marketing campaigns.
At Jennasis & Associates, we have a dedicated Social Media Management team that will help you get started, formulate ideas for campaigns, create content, and give your marketing strategy the boost you’ve been looking for!
Nellie Calanni was born and raised in Cleveland, Ohio. Nellie graduated from Baldwin-Wallace College in 2012 and from Kent State University in 2014 with a Master’s degree in Mass Communication and Journalism. She has over eight years of experience in social media marketing and freelance writing. In her free time, Nellie enjoys reading, watching her favorite Cleveland sports teams, and practicing yoga.