MARKETING
followers on multiple platforms. Can they create content that’ s authentic and more than just a one-off? Before you sign paid contracts for influencers, make sure they are skillfully creating content on multiple channels, and that your brand’ s values are in sync with theirs.
Remember to utilize organic influencer marketing in addition to paid influencer marketing. Your brand might get the most exposure, numerically speaking, from a celebrity that has a large social following, but partnering with loyal customers- or brand ambassadors- can be even more beneficial for your brand and a lot friendlier to your budget.
Ambassadors are in it for the perks and their love of the brand, not the pay, which means that their content can really capture the heart and soul of your product and company. Additionally, an influencer program that relies on ambassadors is a great way to integrate a specialized referral program. By providing an avenue for content created by your brand’ s biggest fans, you build a well-oiled marketing machine that runs on dedication and doesn’ t require the same level of vetting as other types of influencer marketing.
May I remind you that the use of influencer campaigns is to help bolster traditional multi-channel marketing and not a replacement for integrated campaigns that drive brand awareness, website traffic, and product sales. Internal marketing campaigns are easier to measure and analyze, and consumers expect reputable brands to have a considerable online presence of their own. Influencers can enhance marketing and diversify a brand’ s target audience, but companies should use influencer campaigns to elevate their existing marketing, not rely on influencers exclusively or surrender strategic thinking to them.
Cost-effectiveness: Other marketing channels require regular influxes of cash from your budget. For instance, to promote your brand through search engine marketing, a person or a brand has to top-up their account on the advertising platform. Otherwise, your ad disappears from the search engine results page.
A well-thought-out influencer marketing strategy can drive better results for lower fees or even allow you to barter in the future. Influencer marketing can contribute to your business by helping you grow brand awareness and online presence, as well as ensuring lead generation. Depending on your objectives, you can choose different types of influencer marketing campaigns.
Vetting your influencers is a hugely important part of any campaign, and it’ s not just a numbers game. Sure, you can look at a potential influencer’ s number of followers to get an idea of their social media presence and clout, but your analysis should go beyond that. Influencers who have a natural affinity with your brand and its core values can create more compelling content than someone with a million or more followers but less personal interest in the product.
Influencers are here to stay but how the world of influencer marketing looks and operates has changed a great deal in a short time, and in next three years may be drastically different from today. Notice this will help you get started with building your strategy, but like any social strategy it’ s important to be ready for change. ■
Joe Nyutu is a Leadership, Strategy and Culture expert. Commune with him on this or related matters via email at: josephnyutu @ gmail. com or reach him on you tube: joe nyutu