The Gold Standard in Influencer Marketing

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By Courtney Moser

 

“Any brand knows that having a product in a consumer’s hands or creating an authentic interaction with a consumer is worth its weight in gold.”

The above quote from Forbes explains why influencer marketing offers a return on investment (ROI) that’s 11 times higher than traditional advertising. This modern, word-of-mouth tactic works with both brands and consumers to elevate the typical marketing experience. Instead of a one-sided banner ad or promotional pop-up, influencer marketing hones in on target audiences through influential individuals and custom content.

Authenticity is key because influencer marketing is all about trust. In fact, 92 percent of consumers trust recommendations from individuals (even if they don’t know them) over brands or ads. By partnering with blog and social media influencers, brands can benefit from the trust they’ve built with their followers and readers to increase awareness, affinity and intent to purchase. This means offering value to influencers in order to be more genuine – whether that’s free products, new recipes, creative ideas, a factory tour, a trip, or something else.

In return, influencers offer great value for brands as well – in the form of authentic content and interactions. They share their product or service experience on their blog or social networks and greatly increase brand visibility with new audience groups. This exposure is valuable both now and in the future, which is why influencer marketing is known for its long-term relationship building.

What else is important when it comes to creating an influencer community? Let’s dive into a few more best practices that are worth their weight in gold for successful influencer marketing:

o   Integrate your influencer marketing efforts with your larger marketing strategy: Before focusing on authenticity and connecting with consumers, you have to ensure that all of your marketing efforts are integrated. Your future success hinges on a streamlined campaign.

o   Pick the right influencers and social platforms: Depending on your brand goals and campaign type, the “right” influencer and platforms will vary. Choose based on who/which reaches your target audience most effectively.

o   Prioritize engagement:Quality over quantity – although a high reach can be impressive, engagement metrics prove consumers are actually listening; that they care and will take action.

Cultivating authentic connections with your target consumers – through engaged, relevant influencers – is a win-win for everyone. The definition of a successful campaign can change, but ultimately it includes increased awareness, brand affinity and a higher intent to purchase. Plus, converting brand ambassadors and increasing consumer relationships are an important part of a long-term influencer marketing strategy.

Are you ready to go for the gold with your influencer marketing efforts? Contact the Find Your Influence team today to get started.

 

 

 

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Why Engagement Matters More Than Impressions

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By Courtney Moser

Quality over quantity.

Not to sound like a broken record over here, but if you’re ever pitting quality against quantity — quality wins every time. Within quality in influencer marketing lies content, engagement, expertise and more.

While quantity focuses on pumping out a large amount of content to as many people as possible, quality hones in targeted consumers who are engaged and listening. Because of this distinction, we call quantity “impressions” and quality “engagement.”

A higher impression used to be the ultimate marketing goal, but now we’ve seen the light and realized that it doesn’t matter how many people you’re gaining impressions from if they’re uninterested. Times are quickly changing and it’s much more important to connect with the right people – even if that means there aren’t as many.

This is especially relevant when it comes to the celebrity influencer marketing trend. Although celebrities have an impressively large impression number, it’s due more to public status than true interest in what they have to say. Credibility isn’t always there. In fact, according to a recent study, we are “50 times more likely to trust a recommendation from a friend than a celebrity or internet personality.”

Reinforcing the emphasis on quality content and engagement, marketers are turning to micro-influencers to connect with niche audiences and those who are most likely to become customers. Micro-influencers are typically categorized as having less than 10,000 followers, but even influencers with a much larger following can effectively cultivate an engaged audience.

“Influencers in smaller niches may have a much better ability to connect with audiences on an emotional level. This means you should be prioritizing relevance over mass impressions. When you’re searching for the right influencer for your brand, look for higher engagement levels instead of large social following,” reinforces Search Engine Journal.

Ultimately, it all comes down to authenticity and credibility, and choosing influencers who are focused on engagement and creating a true community online. Brands who partner with engaging influencers are more likely to see success in influencer marketing.

What are the business benefits of prioritizing engagement?

More meaningful connections: Influencers with higher engagement are likely closer to their followers, with potential for engaging future brand loyalists.

Increased credibility: Smaller influencers are known for more niche topics or expertise, and often cultivate a trust with their readers.

Higher intent to purchase: A study found that influencers have 22.2 times more conversions each week than regular consumers. Clearly, their purchase influence is valuable.

Social Media Today best summarizes the importance of engagement over impressions in influencer marketing: “You can’t build a loyal consumer base on impressions alone. Impressions certainly form something of a bedrock… But without your audience acting on your content (likes, retweets, shares and comments) there’s very little chance of leveraging that relationship to score leads and converting these to sales. This is why 73% of content creators plan to prioritize creating more engaging content in 2016.”

Have you hopped on the engagement train with us yet? If you have any questions or concerns, the Find Your Influence team is happy to help you get on board. And in the meantime, you can learn more about influencer marketing best practices on our blog.

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