Influencer Advertising and marketing Suggestions for Scholar Entrepreneurs
The space for influencer marketing is bigger than ever. The pandemic has influenced it: the number of followers of many bloggers has increased dramatically. When a brand reaches people through a trustworthy person, it is much more effective than direct mail to a dubious audience. And influencer marketing also has many advantages from the user’s point of view.
First of all, getting detailed feedback on how a product works and getting to know it before you buy is a huge benefit. Plus, thanks to influencers, we can find amazing things we’ve never heard of before and even get promo codes.
So influencer marketing is really worth it. In this article, we have collected tips on how to turn it into a successful sales tool.
Reach VS. relevance
Years ago, brands aimed to partner with bloggers with large numbers of followers. It was assumed that a large campaign reach guaranteed better results. But at some point it didn’t always work. What really matters is choosing an influencer who is relevant to your brand.
It is important that the target group not only gets to know your brand, but also remembers it. Try to hire multiple influencers who are followed by the same people. Let your message appear in the feed for a certain period of time.
Of course, all of the above steps may seem impossible if you are also studying.
The workload of every student entrepreneur is enormous. And if you ever think of a professional who can write a research paper – relax. Various services on the web can do the job for you at any time. Then you’ll have more energy to focus on your business without worrying about the grades.
Who are micro-influencers?
In fact, influencers aren’t just bloggers. According to Forbes magazine, there are six types of them: celebrities, journalists, industry experts, outstanding personal brands, analysts, mediators.
As for the number of subscribers,
Micro-influencers have 5-100 thousand followers;
Macro influencers have 100,000 million followers;
Meega influencers have over a million followers.
Entrepreneurs work better with micro-influencers whose posts generate greater audience engagement. Followers of such people know them well, really trust their tips, and believe that their advice is worth following. In addition, such target groups are active because the interaction and communication between an influencer and followers takes place on a deeper level.
Restricted audience is key
Influencers speak to their subscribers on a daily basis. They know which posts are popular and approved and which ones don’t arouse interest at all. Therefore, influencers can convey an advertising message in such a way that it is perceived positively by the target group.
Advertising that targets celebrities and macro influencers focuses on promoting the brand. But advertising by small influencers brings real leads and sales as subscribers rely on their opinion when choosing products and services. Also, content posted by influencers goes viral when shared by followers.
- Before working together
What is your main goal: to increase brand awareness, increase sales, and get users to follow your company’s social media profile? The answer determines your next steps: your choice of channel and the type of content the influencer will post.
- Describe your audience
Make a portrait of your consumer, thinking of characteristics such as age, gender, place of residence, income, place of work, needs and wishes. This helps in influencer selection as a clear understanding of what type of audience you are looking for is vital.
- Types of content
There are basically three types of content, and each has its advantages.
Stories have revolutionized the perception of content. Its advantage is a more realistic representation. Stories appear more authentic than a specially tailored and retouched contribution. Stories can include influencer reviews about a product that show how to use it or incorporate it into their daily life.
In addition, an influencer can insert a hyperlink so that users can go straight to your company’s website.
A sponsored post allows you to promote the brand’s Instagram page and offer a unique promo code. By the way, this helps track the effectiveness of the campaign.
Live streaming is another viable advertising option. It can be fully dedicated to the product (review, Q&A), or the blogger can simply mention the product if your audience needs advice on a specific topic.
- Make a list of influencers
Use different approaches. If you are looking for experts in this field, or if you are watching industry media or professional blogs, browse the lists of speakers at conferences.
On bloggers, try to find one that suits your needs and then check out similar profiles on Instagram. Also, check out the users the influencer is following or tagging in posts – these could be similar bloggers too.
Have you ever heard of blogger exchange platforms? We recommend contacting Epicstars, trendHERO or Influence.co. These sites offer practical filters to find influencers based on certain parameters and are of course not free.
Another option is to reach out to agencies that work with influencers. They will help you choose the best person to work with and help you develop a creative concept and message. Be aware, however, that the cost of their services can be quite high.
So now you have an initial list of influencers that you want to work with. But before you do that, there are two things you should consider.
First of all, analyze the content they publish. How does it fit the image of your brand? Are there any controversial issues? Can some publications negatively affect your reputation? Investigate audience engagement: how actively they comment on posts, whether comments look fake.
Some services help check whether there are fake likes, views, or comments. Use LiveDune, Hype Auditor or trendHERO for this.
- Offer cooperation
First of all, prepare a letter with a clear proposal – there must be a short deadline, a payment, an opportunity to agree on the content before publication. Second, collect all the materials that will help an influencer become familiar with the product: description, marketing kit, video. Track all your actions in an Excel spreadsheet: who and when the offer was sent, what are the influencer’s requirements, prices, published publications and the result.
- Track performance
Set KPIs and do pre- and post-campaign research. Collect data – after all, it’s about the bottom line. Use UTM (Urchin Tracking Module) tags to track conversions on your landing page or website.
Here’s what you need to know about influencer marketing First, study the influencer and their profile (content and advertising collaborations with other brands). It’s worth considering indicators like subscribers, reach, audience engagement, comments, and tone of voice.
Only work within the framework of a contract and discuss the assignment in detail. The influencer has to understand your offer exactly and find a solution.
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