Influencer marketing is now an established form of online marketing. It has been a buzzword for some time, and mainstream media often mention it.
However, there are still some people who do not really understand the meaning of impact marketing. Indeed, some people encounter this phrase for the first time and immediately think about “What is influencer marketing?“
What are Influencers?
Influential marketing is a mix of old and new marketing tools. It takes the idea of celebrity endorsements and places it in modern content-driven marketing activities.
In influencer marketing, the main difference is that the result of the campaign is a collaboration between the brand and the influencer.
But influential marketing involves more than celebrities. Instead, it revolves around influencers, many of whom will never consider themselves famous in an offline environment.
We defined an influencer as being someone who has:
- The power to influence the purchase decision of others due to their authority, knowledge, status or relationship with the audience.
- Followers in a unique niche market with which he or she actively interacts. The size of the following content depends on the size of its niche topic.
One of the biggest mistakes made by traditional media is the inability to see the difference between celebrities and online influencers. It is also important to realize that it is influential people who build a keen and enthusiastic audience.
It is not accidental that these people follow influencers instead of brands. In fact, the audience does not care about your brand. They only care about the opinions of influencers.
Don’t try to impose rules and business practices on influencers. The audience is there, and they can walk away and follow their followers.
What is and makes a Influencer Marketing?
Internet celebrity marketing involves cooperating with online celebrities to promote one of their products or services. Some influencers’ marketing collaborations are far less tangible-brands just work with influencers to increase brand awareness.
YouTube celebrity PewDiePie is an early example of influencer marketing. He collaborated with the producer of the horror film in the French Catacombs under Paris and produced a series of videos in which he challenged the Catacombs.
For PewDiePie‘s 27 million subscribers, this is perfect content, and the number of views it gets as a trailer for the movie has almost doubled. Everyone won.
This is a simple example. It’s hard to imagine a celebrity working with a company to promote a product, even if the promotion is a series of 10-minute videos instead of 30-second TV commercials.
However, if people don’t have a wide range of apps, then people won’t talk about influential marketers-nor will you read on a website called “Influential Marketing Center.” The key is that word, influencer.
Unlike celebrities, influencers can be anywhere. They can be anyone. What makes them influential is their large number of followers on the Internet and social media.
Influential people can be popular fashion photographers on Instagram, well-known cybersecurity bloggers who tweet, or respected marketing executives on LinkedIn.
In any industry, there are influential people-you just need to find them. Some people will have hundreds of thousands (if not millions) of followers.
But many people look more like ordinary people. They may only have 10,000 followers, in some cases even fewer. However, they will be known as experts in their field. They are the first choice to provide answers to people’s questions.
According to their field of expertise, they are the ones who post the most attractive social posts on their professional topics. They share the best pictures, make the most interesting videos, and have the most meaningful online discussions.
What works in Influencer Marketing
Carefully consider your approach to influencer marketing
- Be organized, develop strategies, plans and budgets, and spend time researching.
- Determine ways to find influencers – find them organically, subscribe to the platform or work through an intermediary.
- Be patient and human-people talk to people, not company to company.
Develop a schedule
- Do influential people like to call or communicate monthly/quarterly/half-yearly?
- Integrate with your PR schedule, product release schedule, etc.
- Send emails on behalf of key executives. Plan travel plans for executives and arrange face-to-face meetings
What Influencer Marketing is Not
Influential marketing is more than just meeting with the audience and providing them with money or exposure so that they can speak nice to you.
This is the purpose of viral celebrities. Influential people are those who take the time to build their brand and cultivate their audience; they will naturally protect their reputation and people who trust them.
They are people who are patient and focused on succeeding on social media, once organic followers, people like this are not interested in influential marketers who only make money.
Influential marketing is not about getting results quickly. This is a slow and steady approach to social media and content marketing, that is, your campaign is not directly selling products.
This is to prove your authority, credibility and thought leadership in the industry. This is to become synonymous with the product you provide, for example when people say they want to go to Xerox instead of photocopying documents, or want Hoover instead of vacuuming.
With the help of social media marketing, this is a slow game that cannot attract followers who will be loyal and engaged. It is very likely that joining forces with influencers will be an easy way to enter the hearts of his or her followers, but it is not that simple. Because you want to ally with influencers, you must earn their trust and respect. But how?
What doesn’t work in Influencer Marketing
Summarize the ways to find and use different influencers. One size is not suitable for all influencers: tailored to specific influencers Just look at the popularity of influencers. Influence does not only mean popularity.
Remember, your goal is to cause specific actions by your customers. Don’t automatically assume that the people with the most followers are the influencers of the niche market.
One Simple Rule: Influencer Marketing is Marketing to Influencers
Through traditional social media marketing, brands can establish their identity on any platform of their choice. As time goes by and their followers grow, they can see who their brand advocates are. These are customers who like and share content or mention the brand itself in a post.
This type of follower can be further cultivated through personal attention and being part of a highly segmented group of all brand advocates. The focus of marketing products to this group is to keep them word-of-mouth methods.
The problem with this approach is that some brand followers do not have enough followers to make a big impact. In fact, most ordinary people on social networks do not. Most people’s networks are small, perhaps only hundreds of friends and colleagues, representing various tastes and preferences.
At the same time, brands have been working hard to plan and create content that they hope to resonate with their followers in a meaningful way, while maintaining interaction with daily interactions.
This decentralized social marketing method can predictably produce unstable results. Influential marketers tell us that our time is best spent on direct marketing in order to directly market with influencers who we already know likes and dislikes, instead of blindly trying to attract people who like and follow, or Throw out all kinds of content to understandand stick to it, instead of trying our own.
This means interacting with these people through social accounts-not only to follow and like, but to comment and demonstrate knowledge and personality.
This may also mean planning or creating carefully selected content to get the attention of influencers. The ultimate winner is the audience of influencers, and the target market of the brand includes the influencers themselves.
See Also: What Is Inbound Marketing?