eCommerce Work

How to Be Better at Influencer Marketing

As part of the conference, Infopresse is promoting on of their paid training. This particular one focuses on Influencer Marketing. Hopefully, it’s good but it sounds like it will be just a long talk about how to get people (influencers) to promote your brand on Instagram.

Why Focus on Influencer Marketing Strategies

First and foremost, Quebec is behind compared to the rest of North America in adoption Influencer Marketing strategies. In other words, it’s going to trend soon. This matters a lot for agencies that want to sell it, but trending marketing strategies are not really always good for actual businesses.

A good reason to go forward with influencer marketing is that the reach of businesses on many social networks is getting smaller and smaller. I’m pretty sure everyone has heard comments from SMB owners about their crappy Facebook posts no longer reaching everyone who has liked their business.

If you have enough data about your target audience, influencer marketing can be a way to target a specific sub-section of your potential customers. If you know 50% of your female customers who like pizza follow a specific Instagrammer, it might be a good idea to reach out to him and see what partnership possibilities exist. It might even end up costing you less than standard digital advertising.

Lastly, many people will watch YouTube reviews or read independent blog posts when making purchase decisions.

Why You Should Pay Influencers

This is pretty obvious.

  • Reach
  • Knowledge of their audience’s content preferences
  • Guaranteed engagement

How to Choose Influencers

First, it’s important to remember their audience. No point in partnering with a swimsuit Instragrammer to sell your bikinis if her audience is mainly pervy males. While the trainer offered like a gajillion different criterias, they all boiled into two points.

Influencer’s Credibility & History

Is the influencer credible? Is she respected by her peers? Does it fit your branding? Did they work with your competitors? Have they shared racist posts?

You should always ask for their history and call people who have worked with them before. You should also make sure they are professional and will send you a report after the campaign.

Influencer’s Audience & Engagement

Does it match your demographics? Who listens and engages with their posts? Are they real followers and engagement? What social media do they use? Does it fit with your branding and marketing strategy?

Types of Influencers

Bloggers, Vloggers, Instagrammers and Tweeters.

How to Find Influencers

There are paid platforms to help you find them are ultra expensive, guarantee nothing and remove some of the personal relationships that need to be built between the brand’s employees and the influencer. The best way to do it is manually!

Some Extra Tips

  • Be aware of frauds who will not produce what you want but take your money or products anyways
  • Don’t neglect medium and small influencers, they sometimes influence bigger ones and tend to be more authentic
  • Authenticity is not always crucial. Blatant product placement can work
  • Develop programs with an influencer with medium and long term goals. It’s better than just doing a 1 time thing. Might also end up being cheaper!
  • Always mesure your results at a macro and micro scale on both a quantitative (sales, traffic, etc) and qualitative (branding, quality, beauty) way.
  • Use influencers to educate audience about your product, compare your services or drive sales from their audience.

Ethical Implications

Does the influencer need to disclose your brand is using him? There have been cases where celebrities have gotten in trouble for not disclosing their association with a brand. I personally do not see a problem with this because I come from a link building background and this already seems a lot cleaner.

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  • Benjamin Uhlmann
    March 18, 2016 at 8:36 am

    Hey Philip, I guess it’s wrong to generalize every platform as “ultra expensive” – that’s like saying “a house is ultra-expensive, don’t buy one”. It’s about an healthy proportion between input and output.
    You should know where you want to go with youre campaign. Of course it’s possible to get some KPI’S manually to analyse and monitor the success of your campaign. But if you spend several grand to run a great campaign, who cares about some hundred $? Furthermore there is no way to anaylse e.g. if an influencer is followed by fake accounts. You nede to have access to Instagrams API. And this is just a single example – there are a bunch of informations you can’t get while browsing manually.