Feb 2022 MA Final MAL46 | Page 31

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