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How to Work With Influencers
- September 10, 2024
Technology and globalization have paved the way for influencers and content creators all over the world. A lot of people have gravitated to them as a source of information, recommendations, or paradigms.
In the world of marketing, these influencers have been integrated into some people’s purchase journeys varying in scale of influence.
According to a study at trend.io, influencer marketing is more influential than paid ads. 92% OF CONSUMERS TRUST INFLUENCERS MORE THAN ADS, generating 11 times the return on investment. Furthermore, it says that influencer marketing has a greater reach. 47% OF YOUR SHOPPERS use ad blockers. There’s a bigger chance that an influencer’s post will reach them.
As a marketer, how do you know which influencers to work with for your brand?
Here’s how we get things started.
First, we ask, Is there a connection? In other words—would the voice of the influencer make sense for your brand?
Study your options
Does the influencer promote similar or complementary brands? If yes, it could tell you that the influencer is knowledgeable about your product and could even provide their audience with valuable insight regarding your brand.
Does the influencer share the same core values as your brand and product? Of course, you want to work with someone who aligns with your values and vision to ensure a cohesive and authentic partnership.
Does the influencer believe in your brand? Naturally, you want to collaborate with someone who genuinely supports and advocates for what your brand stands for, creating a more authentic and impactful partnership.
Once you have your answers, you can effectively narrow down your choices, focusing on influencers who truly resonate with your brand’s values and vision and help you target your search more precisely.
What kind of influencer do you need?
Influencers don’t necessarily mean millions in following. There are actually different scales of following and each one has their own benefits. A mega influencer has a big and wide audience, so aside from reaching your primary market, you can also reach your secondary markets and even convert others. These are mostly celebrities.
On the other hand, macro influencers are more likely to be content creators, gaining fame through social media and the internet. Although their reach is less, they have similar variety, and at times, a bigger, more personal influence.
Narrowing it down, a micro-influencer has found a specific type of niche that trusts them and is interested in their thoughts and content.
Going even smaller, a nano influencer, on the other hand, has the fewest following but can have a very big influence or engagement with those who follow them.
How do you know which one to work with? Oftentimes, depending on the budget and goal, a brand would choose a mix of influencers to reach their audience.
Listen and Learn from One Another
Now that anyone can create content in their own way, information or sentiments about your brand can also come from the public. Posts, reviews, and word-of-mouth have a big impact on how your brand is perceived. According to experts, more than 90% of consumers believe recommendations from friends and family over all forms of advertising and in B2B, 91% of every sale is influenced by word-of-mouth.
The challenge lies in the fact that opinions cannot be controlled. Therefore, having a solid product, service, and brand is crucial because everything inevitably traces back to them.
We hope you learned a thing or two from today’s read. If you’re currently working on building your brand’s reputation, Your Monday Mentor believes in you! 💚
Have a lovely week!
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