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When it comes to shifting products and increasing your brand’s visibility, influencer marketing is big news. Why? Even established brands are gradually shifting away from traditional marketing methods and the saturation of content model.
There are several distinct reasons for this that we’ll get into in a minute. But for now, let’s think about this. Why should businesses, brands, and start-ups work with influencers when they have perfectly good marketing teams available?
Well, first, studies show that, on average, influencers have a much greater success rate when promoting a product than even the canniest traditional ad. Beyond this, influencers have an in-built audience who actively seek out their content. With all this working in their favor, you’d be mad to miss out on the business opportunities that working with influencers can provide. Before you do this, though, you’ll need to give your marketing strategy definition. Here’s how to get started!
What Makes Influencer Marketing So Successful?
Seeing the success of influencers when it comes to Marketing Strategy and understanding what creates that success are two different things. Before you solidify your Influencer Marketing Strategy, get to grips with how content creation and marketing have changed. Companies used to make significant gains by mass-producing content online, using SEO tools and driving traffic towards sites.
However, modern consumers often know when brands are trying to market their own products. Consumers, therefore, feel that they cannot necessarily trust what brands say. They want third-party reviews. This is where influencers come in.
Although some influencers provide a straightforward promotion of a product, many will give an honest review of things they are sent. This can come in the form of blogs, posts on Facebook, YouTube videos, or endorsements on their own social media platforms. Influencer’s pre-existing rapport with their audience predisposes fans to trust them and to take their product recommendations seriously.
In fact, an incredible 82% of people are more likely to buy something if an influencer suggests it! While long-standing brands with a loyal customer base can emulate this level of influence, most small start-ups with no prior reputation cannot. Therefore, a great digital marketing strategy is to use what influencers already have in a way that suits you both.
How to Plan Your Marketing Strategy
Understanding why influencer marketing works is the first step to building your own business strategy. So, what are the next steps? Here are 3 foundations to support your marketing plan.
1. Isolate Your Target Demographic
The one thing that successful influencers with a great social media marketing strategy have going for them is that they know their audience. Influencers know what turns their audience off and what draws a crowd. This is how they garner views and clicks on their platform.
Before you start looking for influencers to work with, you should isolate who your product is for. Who is likely to buy it, and how can you incentivize them to do it? Is it for a younger market who would respond to video content and online discount codes? Or an older audience who are more likely to want professional style newsletters? Don’t go in without a plan!
2. Connect With Influencers Who Suit Your Brand
One of the most crucial things to remember when working with influencers is that most exchanges are collaborative. You can’t expect to dictate to the influencer what they do with or say about the product. You may know your product, but they are the social media experts, and, to an extent, you give up some creative control to them.
You’ll get the best results if you do your research. Don’t just choose anyone to sell your product. Find someone whose audience matches your target customer. This works out best for the influencer and will likely yield the best results for you.
3. Draft a Collaborative Content Schedule
Once you’ve found an influencer who is a good fit for you and your brand, you should draft a schedule that sets out all the content you want them to produce. Try to use their insight as much as possible to make the process organic. If you’re wondering how to write a marketing strategy for content, draw on your influencer’s experience.
Maybe a series of videos to go out on a weekly schedule for a month and that are all based loosely around your brand? Or a timed Instagram giveaway or blog post review? Either way, working together is the best way to achieve mutually beneficial results!
No matter how you define your marketing strategy, working with influencers should definitely be an option you explore. Even small-scale influencer promotions can do wonders to boost your sales and attract publicity. We hope our business strategy tips have helped!
By Thomas Glare
who is a marketing analyst and enthusiastic business blogger from Greater Manchester. He has done marketing work for several large industry brands and for smaller companies like Cluedo. He also runs workshops and works independently with small start-ups to help them build their brands and realize their business potential.