Influencer marketing is a term which emerged since the popularity in the use of social media. It refers to marketing done by persons who have established themselves as authority figures over certain products and services. In the past couple of years, the reach of influencer marketers has grown tremendously and business, small and large, now look to them to give their companies the needed exposure. Just like every other discovery, some brands benefit from it instantly and others which lag behind, and from my experience, it seems like small businesses are not quite getting it as they should.
From observation, probably the primary reason why many small business owners don’t generate the needed impact on their influencer marketing efforts is as a result of a wrong impression of how it works. Granted, employing the services of an influencer should give your brand the needed exposure but there are certain things which must be put in place to ensure your efforts yield the required results. For example, the first thing you have to do is ensure that you match your influencer to the product/service you are marketing. It wouldn’t make sense to recruit the services of an influencer marketer known as an authority in shoes when you are trying to market perfumes (regardless of the number of followers they have), and this is why a good deal of research is required in selecting an influencer.
To optimize your influencer marketing efforts, you should do more than screen influencers on face value. Take time to profile their audience engagement, demography, time data and the personality of the influencer. The personality of your influencer matters a great deal – would they ‘rock’ your product without being paid? Followers of these influencers can spot genuineness and know whether an influencer is just throwing a product out there because they have been paid or they genuinely care about your product. When selecting an influencer, stick with those who show genuine care for your product and the message you are looking to send out. Remember that you can also work with a smaller, more relevant influencer and increase your campaign reach with a distribution strategy.
Just like you consider the personality of your influencer, you should take time to study how their audience reacts to posts they make, taking note of those which are closest in similarity to yours. One influencer’s audience will behave differently from the next depending on the social platform and the kind of content they are used to receiving from your proposed influencer. Assess these factors in relation to your campaign objectives and make a choice.
In conclusion, to get the most from influencer marketing, you have to look for a way to strike the correct balance. Understand your brand and ensure the influencer knows their audience. Set your guidelines and allow the influencer do their thing.