The importance of developing a loyal online consumer base can’t be stressed enough. However, developing a dedicated audience can take months or even years. What if you could borrow someone else’s audience instead? Influencer marketing allows you to do just that. In fact, it has become one of the most successful marketing techniques in the recent years.
A staggering 86% women turn to social media for opinions, advice, and recommendations before making a purchase, while 70% teenage YouTube subscribers feel they can relate to influencer opinions more than conventional celebrities. So, whether you are introducing a new product or announcing an end-of-season sale, influencer marketing is one of the best options to increase your sales.
Read on to find out how influencer marketing can help you to generate sales.
- Create an Influencer Persona
As a marketing professional, you must have gathered as much information as possible about your target audience. You can use this information to create the influencer persona that would best serve your marketing and sales goals. The influencer must be present on the same social media channel where your consumers hang out regularly. Plus, he/she must fit the demographics including age, category, profession, and location.
One of the most important aspects is the personality of the influencer or the tone with which he/she addresses the followers. For example, if your company is into video games, someone like PewDiePie is the excellent choice. Some of the influencers may have a large following. But, they are also expensive. On the other hand, micro-influencers offer a razor-sharp niche appeal at an affordable cost. However, these are just a few guidelines, not the exact rules. You need to find out your own set of selection criteria depending on your marketing and sales goals.
- Reach out to the Right Influencers
You can scourge various social media channels to find the influencer that fits your selection criteria. This may seem simple enough in theory. However, in reality, looking for the right influencer is like looking for a needle in a haystack. Fortunately, there are a couple of ways to minimize your hard work.
The first thing you can do is to search for an influencer among your brand’s social media followers. If you already have social media presence, you may have more than few followers having considerable following themselves. In other words, you may be able to find a few micro-influencers among your fan base.
Alternatively, you can use various influencer marketing platforms to connect with influencers in your niche. Some of these platforms can even manage influencers and measure the results they deliver. Grouphigh is one of the most popular influencer marketing platforms. It allows you to connect with influencers across various niches. You can search for new influencers, manage your present influencer relationships, and track the progress of your activities on social media channels.
- Create Influencer Marketing Campaigns
Influencer marketing can be even more successful if you can blend it with your present digital marketing and PR tactics. One the easiest ways to do this is to create influencer marketing based campaigns. The biggest advantage of creating such campaign is that you can track and measure the results in real-time.
The first thing you need to do is to create a time frame including how long will it take, delivery and posting schedule for the content, payment processing, and measuring the results. The most crucial part of the campaign is the approval process as one of your team members will need to review the content created for the campaign. You will also need to take care of legal issues such as copyrights and influencer commission.
Any marketer worth his salt knows that marketing campaigns are only worth the results they produce. Besides, influencer marketing campaigns require considerable investment. That’s why you need to take a look at your sales goals and KPIs periodically. However, first run your campaign by a well-trained business analyst before launching it. Make sure the business analyst is effective, result-oriented and capable of analyzing complex, multi-channel, and short-term campaigns.
- Try the Content Co-Creation Technique
When it comes to influencer marketing, content quality trumps quantity. Influencers have a considerable following because they share high-quality content and reliable products. So, they will expect nothing less but exceptional content that accurately reflects your product or service. Usually, brands had to bear most of the content creation responsibility as influencers created content occasionally. However, this trend seems to be changing rapidly. In a recent survey by Linqia, 57% of survey respondents indicated that influencer content either somewhat or greatly outperforms brand created content.
You can ask the influencer to create the content limiting your role to just reviewing the content before it goes online. However, this approach can be slightly expensive as influencers may charge extra for content creation. Co-created content, on the other hand, is affordable as well as efficient. Content co-creation will also allow you to build a sense of trust with your influencer.
- Publish on Multiple Channels
Your brand needs maximum exposure to generate better sales. That’s why you need to run your influencer campaign across multiple channels. Plus, this approach allows you to interact with your target audience multiple times and in a variety of ways. While you can share the photos of your fresh organic produce on Instagram, sharing YouTube videos of original recipes made from your organic produce will keep the momentum going.
The multi-channel approach will also help you explore which type of content and which platforms perform better than others. Thus, the next time you create a campaign, you can exploit your strengths and avoid repeating the same mistakes. However, makes sure to publish the content over the course of time instead of sharing it all at once(not for time sensitive content) as it will generate maximum exposure for your content. As most influence campaigns are short-term, a multi-channel approach will get you the most bang for your buck.
Influencer marketing allows you to acquire the followers of others expanding your consumer base in a relatively short time. It has, therefore, become one of the most sought after marketing strategies in the digital realm. However, this strategy requires a thorough analysis of your brand, customers, and present marketing efforts. Hopefully, these tips will help you generate sales using shorter-term and sales-driven influencer marketing campaigns. Which tips have you used to make your strategy more productive? Let us know in the comments section below.
Find out how GroupHigh’s influencer identification and relationship management software makes it easy to develop and measure the success of your influencer marketing efforts, here!