These days, more and more companies are using influencer marketing. But, there is a preconceived idea that it is only accessible to large companies. Find out how small and medium-sized businesses can equally reap the benefits of influencer marketing.
What is influencer marketing?
Influencer marketing is a communication strategy that allows companies to distribute their brands, products, and/or services. Through influencers, the company can express it on the web and/or social networks. The key here is to improve the brand's image or reputation through targeted contact with the right audience.
In contrast to lightning strategy, influencer marketing allows control over the propagation of information and the terms of better definitions of quality content.
It is organized in 3 key stages:
- determine the brand's target and potential buyers
- identify influencers who have an audience like your target
- relay (share) information by these influencers
What Is a Social Media Influencer?
So here is the main question: what is the difference between the influencers and social influencers? Influencers are the people who can influence you to do any work. In business, if one can motivate you dramatically to purchase or choose a product or service or gain a brand then that person is called influencers.
But when these influencers are actively processed over social media or social networks then they are social media influencers. Basically social media influencers are popular with particular niche or brands. Like fashion, health, travel, technology, and so on. They always try to make the followers of an engaged community. So that he can lead the audience to a particular brand or service.
The main focus of the influencers is to grow its community and followers. SO that they can make solid relationships to increase the sale or brand value. It is not only about money but also about making a trust or personal community. There are so many influencers with different topics and categories. Based on this they are classes in some types.
Three main types of influencers stand out:
- Mega-influencers or celebrities: very popular, they have a large community (million+). And allow greater visibility and fame.
- Macro-influencers: their audience is much more engaged (40,000 to million) and closer to their interests. They bring relevance and consistency
- Micro-influencers: they have few subscribers ( 1,000 to 40,000 ). But they are appreciated for their authenticity and proximity.
- Nano influencers: they are newborn influencers with a limited audience like 1000 or less. But they can engage the audiences with every niche.
Influential people need to rely on different criteria to measure their notoriety. Like community size, engagement rate strength, publication, and impression rate. The size of this community is not only considered an important criterion. It represents the number of subscribers of the influencer in each social network. The more followers an influencer has, the more digital influence promotions are likely to reach.
For this to happen, yet, the engagement rate, the number of conversations must be greater than the number of subscribers. It guarantees that the audience will react against any influencer. You need to choose an influential person who is active on social networks, who posts regularly. Finally, it is important to consider the impression rate of each influencer. It corresponds to the share of viewers who viewed their posts and therefore reached it.
Influencer vs Micro-Influencer
An influential person is one who shares their views on social media about various products, services, and brands, including a large customer base. What we call "influencers" is usually their customers who are over one million. They demand a lot of cash compensation every time they mention a brand or post a photo of a product. A more attractive option for low-budget firms is to do business with micro-influencers. The latter has 1000,000 and 100,000 subscribers. Thus, some people agree to cooperate for a more affordable price or for a product or service. These influencers are usually more authentic and they are more engaged with their loyal and engaged customer base.
How to identify the right influencers for you?
According to launch metrics, 75% of professionals consider that their biggest challenge is to identify the most suitable influencer. Indeed, identifying the influencers most likely to match us takes an extremely long time. What process can you put in place to identify an influencer yourself?
1. List your campaign objectives
First of all, it is important to set and list your strategic goals. The choice of your ambassador should be made according to a predetermined purpose. Before forming a partnership, set achievable, clear, and measurable promotion goals.
Then spend some time analyzing the potential reach of the influencer. The message we want to convey is that we need to ensure continuity within the image of the influencer. If location gaps are felt, it can damage your credibility.
Once these goals are listed, influencers go wherever: on social networks. Find as many experts as you can in your chosen field and try to follow. How do you find them? Try listing keywords related to the target domain and do some research on those keywords. A list of quick accounts will be provided to you.
2. Perform analysis work
You need to do some analytical work. Is it an influential community? Does he have a busy enough rate? Indeed, the engagement rate is an indicator of community engagement. Measure the ratio between the number of subscribers and the number of comments, shares, or likes on the person's posts. This way you will be able to determine if his audience is qualitative and really interested in his words.
Is it posting quality content? The most important thing is to ask yourself instead of your target, you will trust this person to give professional advice in this case. We recommend that you analyze its publications in full detail so that it provides similar values to your business.
3. Organize the contact
You have now identified the influencers as the most effective to assist you in your process, all you need to do is contact them. But, it is not easy to get a positive response from the person concerned. Influencers are often requested, they are contacted with the brand 1 to 3 times a week. They thus cannot always respond to all requests. And to do that they are only 22%.
Some criteria are considered when evaluating and accepting a partnership with a brand. The main recognition factor is the influence of the influencer on the given product. The second criterion is the brand DNA, the brand values must be related to the influencers. And it is creating communication that plays a decisive role. So it is important to tempt the influencer when proposing a partnership.
Should you invest in influencer marketing?
Micro-influencers are more influential and reach less than celebrities. But, they are usually much more engaged and have a target audience. Statistics show that 822% of individuals follow the directions given by a micro-influencer. That said, you can increase your brand awareness by collaborating with micro-influencers. You can see how you can increase your customer base and potentially improve your SEO.
Since micro-inhibitors have a shortlist of followers, these followers usually have several things in common. Thus, for a small organization, collaborating with micro-influencers can help achieve a very specific and relevant goal.