Social Media Marketing Agency London
The term “influencer” is already part of our vocabulary and we often cannot avoid thinking about campaigning with influencers to increase the profitability of our business.
There are a wide variety of platforms that work with influencers from the UK, USA, and all around the world. And, before embarking on this adventure, you should know what this means (or will mean) for your business.
To do this, I have prepared this post, so that you know everything about influencer marketing: what it is, all the available options, and, of course, how to carry out a marketing campaign with influencers.
So first, let’s clarify what being an influencer means.
The term influencer was born in the context of the 21st century, where Anglicisms and social networks are increasingly powerful among the public.
This term identifies all those people who have online credibility on a subject in which they are considered experts, have created a community around their social networks, and can influence it.
Today’s post is going to focus on identifying, for your campaign, the types of influencers that exist and why you should work with them. Before moving forward, there is something we must point out; you must not confuse Brand Ambassadors or Prescribers, with influencers.
An influencer is someone who signs a commercial agreement with your brand thanks to which the chosen famous person will become part of your brand image. This strategy intends to associate the values of this famous person with your products or services.
As for the prescribers, they do not have to be famous or establish a financial/professional relationship with your brand. They are simply people who recommend your product because they are satisfied with it.
This is the main difference between the two figures and it’s now easy to understand that an influencer is someone who makes a short-term commercial agreement with your brand to promote your products or services.
Social Media Marketing Agency London
Campaign with influencers
Types of influencers you can work with:
Although there is no standard as such, influencer marketing tends to classify influencers by the number of followers and their ability to influence them. In this way, we must highlight the important differences between Influencer vs. Micro-influencer and Celebrity.
Micro-influencers: This term, in an influencer agency, could be compared to the “Long Tail” of marketing. It means that, although they have between 1,000 or 10,000 followers, their audience is more specific and they have generated more engagement.
Celebrities: Celebrities, on the other hand, are known outside of social networks and will reach a diverse and tremendously wide audience. They have hundreds of thousands (if not millions) of followers, so your message will reach a tremendously wide audience.
Therefore, to carry out a campaign with influencers, simply, we work with those profiles that have a high number of followers (between 10,000 and 100,000) and are not so specialized. They are the middle ground between the other two.
On the other hand, in another category, we could highlight the fashion influencers, who can be found in any of these categories but, for reasons outside of social networks, they can count on greater engagement at this time
How to run a campaign with influencers to increase your sales?
To carry out a marketing campaign with influencers, you have to carry out more or less the same steps as for any other type of campaign.
These are the most important steps that you should take into account when developing your campaign with influencers.
Define the goals you want to achieve
As in any strategic development, the first things you must define are the goals you want to achieve with our campaign.
You must be clear that, usually, actions with influencers are associated with strategies to improve the visibility of the brand, the positioning in the mind of the consumer, or the presentation of a product.
Develop a powerful message of satisfaction with our product, where you seek to generate an interest in it that ends up motivating its consumption.
To combine your campaign with influencers with actions typical of direct marketing, such as delivering a discount code for the followers of the person with whom we are working.
Select the audience you are targeting
Once you have defined what you want to achieve and how you think influencer marketing can be effective to achieve it, you must establish who you are going to offer it to.
This point is vital since establishing the right target audience increases the success rate of the campaign with influencers. And, above all, it will give you the key to choose those that you are going to work with.
Find the media that best suits your needs
As already introduced, the selection of the influencer will depend on the goal and the audience that you have defined.
Once you have in your sights the selection of influencers that interest you, you must contact them and, although it seems a complicated process, hiring an influencer is not so difficult.
Hiring influencers, therefore, must be within your budget and within the development deadlines of the campaign. You must also take into account the style of the influencer and look for the one that best fits the communication style of your brand.
This has to be a process that you must take care of in detail to avoid mistakes or that your brand ends up going badly as a consequence of this advertising action.
Establish how you will measure the success of your campaign with influencers
Pre-action planning, such as establishing ways to measure the effectiveness of your campaign, is another important factor. And of course, this will depend on the goals you want to achieve.
If you seek to reach a high number of viewers, you must take into account the scope of the influencer you choose.
If, on the other hand, you were looking to sell more through this campaign with influencers, you must count the number of times the discount code has been used or the percentage of sales increment after the action.
As you can see, each action is a world. Each business is unique and pursues certain goals, addresses a different client, and must contact different influencers. It’s recommended to seek the support of an agency that works with influencers and can facilitate this process.
Why work with micro-influencers?
As seen above, to carry out a campaign with influencers, you must first define what audience you are targeting, what message you want to convey, and what will be the best channel to get your message across.
Once this is defined, when you perceive that your target customer is on social networks, you must establish the influencers you are going to work with.
If you are an SME and do not have a large budget, working with Micro-influencers will be a great option.
Benefits of working with micro-influencers
As shown in recent researches, micro-influencers are gaining prestige among users, which means an increment in conversion and, therefore, in the return on investment of your campaign with influencers.
How much should you invest in Digital Marketing?
When should you avoid working with micro-influencers?
On the other hand, if your product is for mass consumption or the target audience is not among the public of these social networks, it is not convenient for you to work with micro-influencers, because all your efforts will be in vain.
Still don’t have a website for your business? And if you have it, do you think it works correctly? Today, if you have not invested in a good digital marketing strategy, you can disappear in front of your audience.
You have to think about looking for a good SEO strategy, reinforcing your website so that it adapts to users, and taking your business model online. You can even turn to a Digital Marketing agency that can advise you.
Do you want to carry out a campaign with influencers? Are you interested in improving the digital presence of our company?
Serendipity Marketing is a leading social media marketing agency London, growing businesses internationally through social media and influencer campaigns in three different languages: English, Italian, and Spanish.
Rely on an expert social media marketing agency London, such as Serendipity Marketing, to get the most results out of your influencers campaign.
