In this post, I’ll explain what is influencer marketing and how can you use it to promote your blog, product, or service.
Influencers have become a central part of social media for young Americans, and social media is an increasingly central driver of consumer decisions.
Nearly three-quarters of Gen Z and Millennials follow influencers on social media, and a majority say social media is where they most often learn about new products they’re interested in.
What is Influencer Marketing
Influencer marketing is a marketing category where you hire influencers for the promotion of your product or website. In the last few years, it’s evolving thanks to social media and all those influencers with a huge following.
With influencer marketing, you don’t promote your product directly to the audience. You spot an authority in your niche and reach out to them to pass your message to their audience, and this will get you a solid amount of targeted customers.
This is probably the best way to reach out to a large group of people who might be interested in what you have to offer, and it’s much cheaper than regular marketing.
You can reach out to influencers to promote your product, your landing page or just to drive visitors to your website. You can even do affiliate marketing through influencers.
It is an impressive method for getting traffic to your website and with the right influencers and the right offers you can make a ton of money.
The vital aspect of your influencer marketing campaign is not about the size of the audience but how relevant the fans are, and how much they care about the influencer’s content.
A successful influencer marketing campaign takes time and only after a couple of months, it can show big results. However, from the start, you should see results in revenue growth and brand awareness.
Types of Influencers
An influencer is a person that motivates other people to take some kind of action, and this works because they gained the trust of their audience.
We have two main kinds of influencers.
Instagram celebrities or YouTubers who have lots of followers are new-age digital influencers and their audience is interested in them and not in any specific subject.
The second type is blogs, and Instagram or Twitter accounts. The audience doesn’t know the person behind them but they recognize the topic they are interested in.
Both types of influencers influence people but one is based on a person and the other is more topic-based. You can reach out to them to promote your services, products, or your landing pages to build an email list.
You can contact them through their social media accounts, emails, or contact forms on their blogs and ask them to promote your offer. They can make an Instagram post or YouTube videos or whatever to promote your offer. You pay them and they’re going to send traffic to your site.
Trying to get influencers to promote your product or website is also called an influencer outreach strategy.
What is Influencer Outreach
Influencer Outreach is a strategy you can use to get your products or services promoted on blogs.
There are influencers in all kinds of niches, whatever business that you’re in, there’ll be some kind of blog or social media account relevant for you. The influencers influence their audience and when they speak about your product or your service that will most likely affect their audience.
Types of Influencer Outreach
The type of outreach depends on your offer, and here is a couple of usual types:
With a sponsored post, you pay them to write or talk about your product. The price for a sponsored post mostly depends on the authority of influencers and the number of their followers. It’s important to tell you that the Advertising Standard Agency the ASA, expects the influencers to inform them when the post has been paid for.
With product reviews, you’re supposed to send products to influencers with the expectation that they like them and they will review them on their blog. There’s no guarantee that an influencer is going to like or review your product. So you can consider combining this with a sponsored post, where you reach out and pay the influencer to review the product that you’ve sent them.
A little bit similar to the product review. In a product feature, an influencer is just going to talk or write about your product, they’re not necessarily gonna feature it and run a full review.
Giveaways are great because they’re a good way for you to leverage that influencer’s audience. It also looks great for the influencer, because they’re essentially giving something to their audience. They’re providing additional value for that audience other than just sharing the stuff.
Make sure that you spend some time checking out their blogs and social media accounts so that you know what you’re selling or what you’re offering is a good fit for their audience. If it’s not a good fit, they’re not gonna feature you.
Influencer Marketing Strategy
According to Mediakix here are 10 steps to a successful influencer marketing strategy:
- Know your audience
- Set campaign objectives and KPIs
- Find the most suitable influencer channel
- Define your campaign budget
- Point out the right influencers
- Reach out to influencers
- Discuss goals and expectations
- Craft an influencer agreement
- Set up a goal and metric tracking
- Track campaign performance
How To Find Influencers
To find them you should look on Google and social media, try to notice brands that aren’t conventional influencers and aren’t used to getting reached out.
Be patient and know that you have to reach out to a large number of people before you get an answer. You shouldn’t expect a response every time, some people will respond right away, for some it takes time, and some people won’t even see your message.
The most valuable metric in influencer marketing is engagement. You don’t want to look just at the number of followers or subscribers they have. Find out how many people are engaging with their content.
Liking pictures on Instagram doesn’t take a lot of time but commenting does take more time and that should be the most important engagement metric that you look for on blogs and social media accounts as well.
A Few Influencer Marketing Examples
Here are a few examples of influencer marketing campaigns that worked like a charm:
Lagavulin is famous among whisky lovers but was not well known among casual whisky drinkers.
That shifted overnight with help of a video with Nick Offerman, the actor, and comedian. In the video, Offerman sits in silence for forty-five minutes as he drinks a glass of Lagavulin next to a fireplace.
Google used two DIY-focused micro-influencers The Sorry Girls to promote their new Pixelbook laptop.
The Sorry Girls ran an Instagram giveaway contest with only one sponsored post, asking followers to like the image and leave a comment with how they’ll use the Pixelbook if they win the contest.
Sony used Instagram influencers to promote their Xperia Z5 phone.
They took a photo with the Z5 and cut it into hundreds of smaller pictures and put it into five layers.
Then they created over 100 Instagram accounts, linked by tags, that let you zoom into any part of the original photo and find over 50 hidden surprises.
Sony then used 30 influencers to spread the photos as part of a competition where people could zoom in five times on a piece of the original photo to find a secret code.
Influencer Marketing Platforms
Influencer Marketing Platform is software designed to help brands with their Influencer Marketing Campaigns. Influencer Marketing Platforms empower influencer discovery tools for brands and agencies and large databases of potential influencers.
Recently, these platforms have developed and now incorporate relationship management, campaign management, influencer marketplaces, influencer content amplification, and analytics.
According to Influencer Marketing Hub, top influencer marketing platforms are:
Influencer marketing is a type of marketing where you use influencers to promote your product, blog, or affiliate link.
As I said before, influencers are persons who encourage other people to take some kind of action.
Two main types of influencers are:
- New-age digital influencers that can be found on social media and their audience is interested in them and not in any particular subject are the first type.
- Blogs and social media accounts where the audience is interested in a particular topic.
Influencer outreach is a strategy that you can use to grow your business by getting visibility in front of an influencer’s audience.
There are a few different types of influencer Outreach. Sponsored content, product features, and product reviews. Successful influencers are busy so cut straight to the point and make sure that what you’re offering is compelling for them.
That’s it. Now you know what is influencer marketing and how can you use it to grow your blog or your business.
Are you thinking of utilizing influencer marketing to boost your business or you are already doing it?