Influencer Marketing

The Pros & Cons

Influencer Marketing The Pros & Cons

Influencer marketing is a fast-growing digital customer acquisition channel and according to a survey, 22% of marketers see it as their most profitable strategy ...

Combined with a content marketing strategy, it can achieve a quick and noticeable profit on your brand. But if you are new to picking external influencers and want to persuade them to partner with you, these can seem more complicated.

You want to do influencer marketing well, so make it easy for you. Here are some tips to help you find the right influencer for your brand over time.

What is influencer marketing?

In the past, an “influencer” was usually a famous actor or professional, but the situation has changed somewhat in recent years. The term “influencer” was born on social media. This is the person who profiles themselves on social media and tries to build strong relationships with their followers. The purpose is to attract a wide audience through interesting messages, photos, videos, etc.

Influencer marketing is a marketing strategy that takes the form of a collaboration between a brand and influencers. The first pays the second to test their product or service. Appreciates it or presents it to their fans, hoping to reach a (very large) audience by word of mouth. This can increase awareness of your brand or drive more traffic to your website.

The advantages: why is influencer marketing recommended?

It's effective

Many marketers believe that business influencers can market. A survey even indicates that in the case of 71% of respondents, both customer quality and online traffic are higher than other sources. For 89%, the return on investment is also greater or equal to the results obtained with other marketing channels.

It's more credible

People rely more on other people's opinions than companies provide or deliver ads related to their products. Influencers spend a lot of time and effort in developing their customer network. Good influencers have very good audiences. So if people are attracted by one of these products then they are more likely to buy any product. They can ask direct questions about their experience with the product, which instantly dispels any doubts. Only unscrupulous influencers serving ads will be exposed quickly.

This gives you access to niches

Want to get your message across to a specific target group, but have no mailing lists, journals, or any way to reach them? In this case, a micro-effective solution may be. This kind of influence is confined to one subgroup, so it often has very loyal fans and the distance with the audience is very thin. From dog toys to sneakers to detergents: at least one influencer with an interested audience for each specific target group.

You get more for your money

If you don’t want to appeal to well-known influencers, sponsored posts are a very affordable option. Especially when you compare prices with ads through traditional themed channels. You have the potential to bet on several influencers at the same time and test your strategy. For example, you can also agree that a video created by an influential person can be used on your social media which will save you money in creating ads.

The flip side: what are the downsides of influencer marketing?

Choosing the wrong influencer can cost you money

If you want to promote a clothing line, your best bet is to use an influencer who basically communicates the clothing. It is understood. But no food blogger is so convincing about suddenly driving an electric car. Followers do not like ads that are misleading or disguised and irrelevant. The result? Influencers may see a decrease in the number of its customers. As for you, you will lose money and credibility.

Choose the one you associate well with because you associate it with your name and the behavior of the brand associate affects you. If you want a sincere review of your product, it will not be appreciated. Consider that it can then be presented in a bad light. Also, many influencers have already caused scandals as a result of poor statements or uncertain activities. Unfortunately, your brand doesn't come from anywhere. So come to an agreement.

Tip: Probably use an influencer agency. It can provide you with a portfolio of influencers that best matches your goals and your business.

How to measure the results?

Of course, you want to know what your investment is earning you, but it’s not very transparent. The results of an online campaign, including an influencer one, are published in a variety of ways. How do you rate it, such as the number of clicks, shares, responses, etc.? Because in the end, you want to attract new customers. To get clear numbers, you can ask an expert to analyze your results. You can certainly increase the scalability of your promotion. For example, plan a discount code associated with an influencer. This way you will know how many of these influential people came to your web store. Orally creates a "vanity" URL that redirects your visitors to the landing page that you only use for promotion.

Find the right influencers

Despite its obvious advantages, influencer marketing is a waste of investment if you don't work with the right influencers.

"How influential is a person online?" The answer to this question. "It depends". Here are five things to look for when choosing an influencer for your brand online.

1. Relevance

Before seeing unique visitors and other static metrics, it’s important to examine how influencers relate to your brand.

The recipes of an influential post alone do not necessarily imply that they match any organic brand. And no tech-savvy sports fan will make any guaranteed match for your gaming app.

Looking for budget travelers, fashionistas, licensed moms, or coffee drinkers? These are influential content and much more important for visitors to find and traffic

2. Commitment

Indicators of the interaction of influential viewers with engagement content. Do these customers respond, comment, and share? What percentage of customers will return related to newcomers?

The number of followers who are engaged to an influential person and the number of times they return is an indication of how important these relationships are.

3. Frequency

In many industries, there is a direct relationship between how many times influential posts and their traffic and visitor return rates. Like any website, it often takes multiple exposures to get visitors to click and view your site and you are sure they will come back.

Followers are more likely to return, bookmark, and share any influential regular high-quality content.

4. Authenticity

This may seem counterintuitive, but with a lower percentage of sponsored content, influencers will appear more authentic. Personal stories, including actual use or reference to a product, service, or brand, appear to be more reliable than product reviews.

Interesting and engaging stories tend to generate more shares and comments than offers and product reviews.

Whatever your niche, when you associate that brand with that content, you can reach out to influencers to create authentic, quality content that their audience can expect.

And remember influencers are everywhere. They include those with a loyal following on Facebook, Twitter, YouTube, Pinterest, Instagram, TikTok, and other social networks.

Isabelle Evans