Blog " Influencer marketing – what is it?
Influencer marketing – one of the modern methods for distribution and sales. Business constantly seeks new ways to sneak into the daily life of its consumer. This happens through a variety of advertising methodswhich date back to the earliest times. We can always look at brochures, posters, and even storytelling as already established methods. At some point, we must also ask ourselves the question: “What is new?” What is it that is responsible for the trends in the market in the 21st century. Thus, we arrive at a new model of advertising – Influencer marketing Sales Club It presents to you the intricacies of using such a strategy.
What does "influencer" mean?
Let’s answer how it functions. the modern model of influencer marketing, we must ask ourselves, "What it means to be an influencer". For the average person, the word has acquired a very simple meaning - rich people living a luxurious lifestyle, which they share on social networks. Experts find this thesis far from the truth. Marketers should call things by their real names and do difference between influencers and celebrities. This is imperative in order to reach the target audience and successfully implemented influencer marketing.
While some individuals in marketing try to equate this type of personality as merely popular, a few significant differences remain. The most important distinction between The Influencers and popular personalities is in the very meaning of the word. It derives from the English term "influence", meaning "Influencer". Therefore, these individuals have the power to influence the opinions of their audience.
The other important feature is that, unlike popular facesthat can be followed because of bikini pictures, they are considered experts. Rather professionals in a specific niche. For a successful influencer marketing, we need a person whose opinion or expertise has the power to influence their audience. The relationship is two-way because followers trust them.
Influencer Marketing on Social Networks
For anyone in the 18-24 age group, as well as the 25-34 one, social networks are part of everyday life. They give your opinion or the content you create the opportunity to reach people who otherwise wouldn't. The internet has the power to impose and create trends that TV, radio and other forms of ATL Marketing they can't. Today, advertising agencies emphasize influencer marketingwhen they want to:
- create attention around the brand and generate more interest;
- try to reach a certain audience;
- wish to reach a younger target group.
Social networks allow these individuals to build a narrow audience that shares the interests they promote. And here again we emphasize the difference between a Influencer and just some popular person. Of course, when choosing the right influencer, you need to know the following things:
What do we need to know to execute a successful influencer marketing campaign?
Before you rush out to give money to every second person with 50,000 followers on TikTok, you need to answer the following questions:
- Is this person's audience a good fit for the product you're offering?
- What's the geographic location of their followers? (You don't want to sell tickets to "Remain" to someone living in Japan);
- What is their age group and is it suitable for your product?
- To what extent does the audience engage with the posts of the personality you want to advertise with?
- To what extent is a Influencer convince your followers to buy your product?
Of course, these are just some of the issues in the way of implementing the perfect strategy for influencer marketing. The point is this - even if your answer to one of them is negative, it means that you should go to another person.
Every influencer is required to provide you with data about their audience. These can be found on Instagram's professional dashboard, or that of Facebook. A red flag with a big "X" is when this data is denied to you.
Creating brand awareness
The use of influencer marketing is a great way to attract attention around the brand/product/person you want to promote. The Influencers have already established audiences and if you select those that have high engagement rate, this means a sure start for your product.
In this case, the creation of brand awareness via influencer marketingif this is your only goal, no selection is necessary. You are just trying to make yourself recognizable, for everyone to hear about you, from the followers of Tsuro to those of Victoria Kapitonova. Shoot, but aim to select ones with a high engagement rate.
If your goal is to create awareness in a specific target group, and for specific user and buyer personas, the situation is different. First you will need to carefully segment the market you are playing on. Then carefully research the personalities you want to advertise to. More importantly - to create a good influencer marketing the interests of their audiences are relevant.
Sales through influencer marketing
This approach is better known for the creation of brand awareness and not so much with the realization of Sales. Few are those who can sell a product with their words alone. Here again we note the difference between the influencer and the popular face.
To sell your product through Influencers, you will need to carefully select expertsthat people trust. Here it is better to target microinfluencer marketing. Select those personas that will lead their audience to your product.
Of course, when they agree to advertise your product, they will often do a review. In it, they will point out pros and cons and rarely will they agree to focus only on the positive qualities of the product offered. This is because they value their audience and in turn their followers trust them.
The right approach to budgeting
When a marketing strategy, even if it is specific to influencer marketing, the budget is most important. Thanks to it, you have capital to allocate to the implementation of your "evil plan for market domination of your product". Sometimes smaller Influencers can lead to greater profits than larger ones. Forget what I said. Most of the times this is exactly what happens.
Microinfluencers have a number of advantages over large ones. One of them is that their engagement rate is higher. The relationship between them and their audience is often built on direct communication, which leads to higher trust between the two parties. This makes this type of Influencers perfect for the sale of your products.
More budget ratio - the personalities that can create brand awareness and those who can sell your product are often different. The difference between you as a first-time marketer Influencers and them is this - they know their audience. To test whether your influencer marketing plan will reap success, you can always offer different reward models.
It is no secret that in today's reality, this approach is not the cheapest. There is Influencerswhose cost dates back to 1000 leva per Instagram story, and the effect is often zero.
Offer promo code
Amidst the insane prices you'll hear (and we've heard some as high as 5,000), some also agree to promo code. When someone Influencer refuses to work with one and only asks for a fixed amount, for you it must mean one thing - he cannot sell your product.
In that case, it's a good idea to refer to another who will be agreeable to that model. This way you are sure that your plan for influencer marketing will have a greater possibility of success. And here comes the question why? Often a one-time transaction kills the incentive of the person hired to reach the results for which they are paid. On the other hand, when Influencer works with promo code, he has an incentive to create higher quality content and take home (potentially) more profit than you originally offered him.
In short - at this stage of your strategy, you are no longer paying the Influencer, and a trader. The method he uses is his influence on people. Through the promotional code you can also track how effective the advertising has been with him.
Approval among the target audience
The free market churns out tons of products every day, billions of them in one market segment alone. There are all sorts of car models, all sorts of computers, backlit keyboards, and so on.
If you're opting for influencer marketing, it's important to choose someone people consider an expert. This will automatically take your product out of the "subpar" category (if you've done it with good user experience.
Offline influencer marketing
You shouldn't forget that besides the digital world, there is also the physical one (unfortunately, there are no virtual diners yet). We've already mentioned that the notion that influencers are just part of social networks is wrong. Let's take some examples of personalities who have an impact on others:
Famous athletes and actors
They don't need social networks (although most of them do) to sell your product. Wearing it is enough for them. One poorly kept secret is that rich celebrities don't buy Channel, Dolce & Gabbana and other popular brands. They get them as gifts. Why?
Because their target is not rich people. Famous brands sell products to people who want to live in luxury or feel like part of the highlife. Another example is Jordan, who created one of the biggest brands just because of the athlete he is.
Teachers and scientists
If your product is part of the academic market, then you definitely want to use such people for advertising. Success influencer marketing of a new book related to black holes would be the use of professors and award-winning academics.
Heads of certain organisations
The leaders of organisations, whether governmental or non-governmental, also influence with their opinions. They can sell a product to their followers. For example - in a newly formed religious community, book promotion is common, especially among its new members.
Mouth-to-mouth
And when we talk about influencer marketing, we must emphasize who are the biggest influencers for the people? Who do they trust the most? The answer is clear - their family, their friends and their loved ones.
If we look at every social circle and divide it into smaller groups, we reach the close circle of each individual. And here, he is surrounded by the people he trusts the most. Therefore, he will take the opinion about any product he hears as absolute, and rarely the opposite.
Here comes the important part in every one influencer marketing - the creation of perfect user experience. The way the consumer will "experience" using what you sell is key to whether those around them will experience it too.
Should we use influencer marketing?
Before heading to influencer marketing, it is good to perform consultation with specialistswhich will lead to optimal results. This is necessary because different markets have different ways of functioning, and advertising for each one of them is specific.
The strategy we presented in this article is excellent for creating brand awareness and reaching a young audience. This, of course, provided that it is executed correctly. SFC Ltd. has many years of experience working with influencers and will be happy to help you achieve perfect results.
Author: Lyubomir Tsanev
