Influencer marketing is a cost-effective strategy making
it perfect for any startup.
The good celebrity
endorsement is not so much what people are saying about your brand but who is
saying it, wearing it, using it.
Anyone with a fashion line is happy if an A- lister like Genevieve
Nnaji walks the red carpet to her movie
premiere in one of your dresses. We must assume that every Genevieve Nnajis fan is going to want one. A predicament we all
wish we were in.
What better way to reach your audience and share your story
then leveraging Influencer marketing?
I know what you’re thinking. How am I going to get my
product or service in the hands or on the body of a celebrity without breaking the bank?
Influencers are not exclusive to celebrities like movie stars,
athletes and musicians. There are new influencers in town and a different kind
of celebrity. Influencers have the power to affect purchase decisions of others
because of their authority, knowledge, position, and relationships. The hope is
not only to build awareness but to drive sales. It’s the new word-of-mouth
marketing, the latest celebrity endorsement and it’s a cost-effective strategy
for any startup.
It’s social media platforms like Instagram, YouTube,
Twitter, facebook, etc. that gave life
to a new breed of social influencers that have huge followings on various
topics. They are credible and hold the esteemed authority to their audiences
because they are the SMEs (Subject Matter Experts) in their fields.
1.
Classify influencers
Take a step back and figure out how your customers are
making purchasing decisions and who they’re relying on when making those
decisions. Choose from a variety of influencer types ranging from bloggers,
journalists to industry experts, socialites, and social media celebs, etc. The
question you need to ask yourself is who are the individuals that will reach
your target market? Even if you can get an Uti Nwachukwu to endorse your service, that doesn’t mean he
will be the most effective.
A leading influencer for your brand could be one that fits
well with your brand’s style with 25,000 followers (not considered high) on
Instagram but also has the powerful engagement. Understand this, what matters
most is the influencer’s fans intentions and not the influencer’s popularity.
2.
Connect
Narrow down your search of influencers that you think best
suits your brand, follow their work, like their posts and leave comments. Not
only will you get to know if the influencer is truly a good fit but you’ll also
get onto their radar. This is a good time to figure out how you can help an
influencer do their job and benefit your brand at the same time.
By observing them, you may find similarities that you would
never know existed otherwise.
3.
Contact
Now that you determined who is appropriate for your brand,
it’s time to reach out to them with an offer. Email them on how you can work
together and how it’s mutually beneficial. At all costs, avoid sounding like an
ad by ensuring you sound authentic in your approach. There are many ways to
compensate them and it doesn’t necessarily have to be monetary. An exclusivity
may do the trick, or it can be as simple as offering them a sample of the
product or a free service to test out and review.
If sales are the end goal, then consider offering
commission, especially if you can track the sales they’re bringing in. It’s not
always a monetary proposition. It’s possible that they don’t feel your brand is
a fit and may not respond. Don’t be discouraged. There are plenty of
influencers to go around.
4.
Collaborate
You have to let them know what you’d like them to do for
your brand. Provide them with the messaging, the tone, the hashtags and, of
course, the link to your website. For example, if your business is an organic
makeup line, send samples to your favorite “green” beauty influencer and ask
them if they can post a makeup demonstration using your makeup to their YouTube
and share a giveaway on their Instagram. Perhaps, they’ve got interesting ideas
and you can co-create the content.
If it doesn’t come across as authentic, it can backfire. The
key is to provide content that aligns well with the influencer’s image and
values. The desired results – increase in website traffic and makeup sales.
5. Care
Nurture your new-found relationship by continuing to share
their content, engage in conversation and utilize their expertise whenever
opportunities arise. Don’t forget to give them a shout out on your social media
platforms on a job well done.
Don’t hesitate to give them VIP treatment because you never
know, they may end up becoming your biggest fan, consumer and brand advocate.
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