Influencer Marketing
Digital Marketing,Marketing strategy,Social Media

Is Influencer Marketing Important for Your Brand?

Have you wondered how sometimes you follow a brand on social media, but suddenly you also follow an influencer or blogger, and suddenly they start talking or posting about products from that brand? There is very little coincidence here, this is a strategy of Influencer Marketing.

First, what is an influencer? I liked the way explained here: An influencer is someone who has the power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience or has a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche.”

So why is it important for brands to have a marketing strategy towards using influencers as brand sponsors? It is because it is shown that consumers trust people more than they trust brands, and currently they even trust strangers, more than a brand.  It also helps brands to have someone using their products and not only talking about them, but using them on the day-to-day, and that I’ve seen generates curiosity in consumers, especially if it is a product that by itself would be hard to understand.  

But working with influencers can be a hard relationship to manage so when you find an influencer or influencers that align to your brand and you are able to create a communication strategy with them, this relationship can become very beneficial for your brand.

Here are some tips that have worked for me when working with influencers:

  1. Micro-influencers can be easier to work with. Also, if you are looking to have a closer relationship with them, influencers that are still small tend to have a closer relationship with their followers and will pay more attention to your brand. They also tend to be less expensive to work with, and if your brand has already a strong presence on social media, you can sell it to them as a win-win relationship and use it to your advantage for negotiating.

2. After contacting the influencers (if you do it directly) meet with them. Tell them all about your brand and how you see that you fit with the content they create, that way they can have a direct relationship with you or your marketing team and create content that represents your brand. The influencers that know your brand will be happy to recommend it to their followers and can have a deeper insight into what your priorities are. Don’t forget to make sure your company’s values and the influencers align, this way you will know if it is someone you would like to work in the long term, and if he or she will represent your brand the way you would want.

3. Negotiate the terms from the beginning. If you would like exclusivity on your type of business or product,  would you like a report from the influencers, you should get this as part of the contract from the start of your work relationship, this will keep your relationship healthier.

4. Have a content strategy that syncs what your brand is posting, and what the influencers will post. This will increase the exposure of your customers to the same product or topic, which it’s proven to boost the purchase intent.

So, if you are looking to implement an influencer marketing strategy for your brand my recommendation would be to start with micro-influencers, build a strong relationship with them and your brand, and be careful to get all your expectations on writing from the beginning.

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