The world has changed, our habits have changed and marketing has adapted. The speed and agility of information available online has altered the balance of power between brands and people.
In a world defined by consumers, we believe that influencer marketing is built on a core factor – trust. And let’s mention two more facts:
– We all follow at least one influencer on social media.
– We have all been influenced to buy or try something thanks to someone’s content.
To take advantage of this situation in your favor, your company needs to work on influencer marketing.
The idea is to use some influential person to promote your products or services and thus get more customers. More than just a bet, this concept has already proved itself to be effective and has brought good results for different brands.
One of the reasons for that is that 92% of consumers believe more in product recommendations than in publications made by brands. In addition, this type of content offers 11 times more return when compared to traditional marketing campaigns. So, how about learning more about this strategy?
Who are influencers?
Basically, influencers are “ordinary” people, just like consumers themselves, constituting the perfect link between brands and a specific audience.
People want information that is useful to them and/or that entertains them, without too much advertising, especially for something they don’t care about.
You will notice that, most of the time, influencers are dedicated to delivering value to their audience, and only in the end they advertise or try to sell something.
When it comes to areas of activity, there are influencers for the most diverse interests: fashion, beauty, lifestyle, nutrition, cuisine, entrepreneurship, sport, humor, etc.
What is influencer marketing?
This is a strategy in which your brand communicates with the public through an influencer, that is, a person known in the market and who has hundreds, thousands or even millions of followers. With the recommendation, there is a greater chance of consuming the product or service due to engagement and trust.
Due to its characteristics, influencer marketing talks directly to consumers and considers their interests, preferences and hobbies. In this way, a bridge is established that generates value for the brand and contributes to customer retention and loyalty.
How important is it to your marketing strategy?
The main objective of influencer marketing is to transmit information and help the customer to make their purchase decision. For this, a recognized and reliable voice is used, which is aligned with the values, mission and vision of your brand.
By putting this strategy into practice, several benefits are achieved. Among the main ones are:
– Accessibility, since you can find influencers of different sizes and niches, and make a favorable negotiation
– Obtaining qualified leads, with higher campaign ROI
– Increased growth and profitability when compared to other channels
– Increased customer loyalty, with a greater sense of closeness
Now, let’s check out the tips for having a successful influencer marketing campaign.
How to use influencer marketing? See 5 tips below
Applying influencer marketing in your strategy is a wise decision, as long as you adopt good practices. Several tips can be followed to achieve the expected goal. What are the main ones? We list below.
1. Choose an influencer the right way:
Defining the influencer is one of the most important steps, because your company needs to be aligned with people who have the same values. Therefore, the first factor is to consider what your company wants to achieve and who are the people who work in your niche.
Use tools to find who is most relevant and do research to find out who your target audience references are. Also check the language used by the influencer and see if it matches your brand.
To check whether or not the influencer is genuine, you can use Nuwber. Many people jump on the opportunity to earneasy money so it’s important to ensure you don’t work with a fraudster.
2. Define your goals:
Determine what the goal of your influencer marketing campaign is. See if the purpose is to promote a product, strengthen the brand image, generate leads, etc. After this, think about how the influencer will be able to help and what the ideal partnership will look like, as these professionals monetize their work in different ways.
3. Cross campaigns and channels for better results:
It is possible to have more than one influencer or even use different channels to expand the reach of the strategy. Whatever your choice, ensure dialogue between actions. The proposal is to ensure that everything is really aligned.
4. Plan your actions with influencers:
Having one or more influencers, it is worth relying on them to determine how the strategy will be applied. Before that, formalize the action and discuss expectations. Then put your creativity to the test. Seek to innovate and remember that people like true and real messages.
5. Manage posts:
Disseminating content with influencers requires measuring results. See if the expected numbers are being reached, if any changes need to be applied, if any influencer brought more return than another, etc.
Along with that, manage posts using different features such as Stories, Instagram Close Friends, links and more. In this way, it is easier to achieve expectations and a good ROI.
Following all these tips, it will be easier to put influencer marketing into practice in your company and have real results.
Influencer marketing in content strategy
One of the main benefits of influencer marketing is the cost. Influencer marketing implies relatively low costs and the results are very positive and measurable, which makes it one of the most used strategies by brands.
Influencer marketing impacts the image and reach of a brand, being able to favor it in the eyes of a large number of people and, thus, influence their purchase journey.
It is seen that consumers are more influenced by people they recognize, admire and trust than by what the brands themselves convey.
This type of strategy has shown top results for companies. Influencer marketing allows you to segment marketing and communication actions, choosing the most profitable target audience through the selection of influencers that best fit the company’s profile.
