If content is king in the digital marketing world, then influencers are your knights in shining armor. They support your brand’s content, nourish it, and spread it across the land for all to see.
Here’s everything you need to know about why influencer marketing matters, along with some tips for how to craft your own influencer marketing campaign.
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What Is Influencer Marketing?
- Influencer marketing is when, instead of marketing traditionally to the public, a brand works with an influencer to market their offerings directly to the influencer’s audience.
- Influencers are individuals who have a tremendous amount of persuasive power over a large audience of potential buyers.
- Influencers include bloggers, web personalities, thought leaders, journalists, or even academics.
- These people command the attention of a loyal group of followers, and they’re often ideal for spreading word-of-mouth recommendations.
- For example, YouTuber PewDiePie has over 46,059,675 subscribers. Blogger Heather B. Armstrong has 1.5 million Twitter followers. Actor Dwayne “The Rock” Johnson has over 58 million followers on Instagram.
- Influencer marketing means that if “The Rock” posts about your brand, that post will land in front of the eyes of 58 million people who pay close attention to what “The Rock” has to say.
Why Do Influencers Matter?
- 92% of consumers across the globe note that they trust earned media—like word-of-mouth—the most out of all advertising forms.
- The second most trusted form of advertising (70%) is online consumer reviews.
- Only 47% of global consumers trust traditional television, magazine, and newspaper ads.
- Word-of-mouth marketing pulls in twice the revenue that traditional paid advertising generates.
- 71% of consumers are likely to purchase something based on a social media referral.
- 51% of marketers note that they get higher quality customers through influencer marketing.
- Word-of-mouth customers have a 37% higher customer retention rate.
- In a 2015 Variety survey that ranked top celebrities and talent, YouTubers dominated 8 of the top 10 slots.
- Businesses are currently making $6.50 for every $1 spent on influencer marketing. 70% of businesses earn $2 or more on their marketing.
How To Build an Influencer Campaign
A good influencer marketing campaign increases brand awareness, pulls in more customers, and generates sales.
Find Your Influencers:
- Seek out bloggers, YouTubers, or journalists that cover your market. These individuals should have a large following, and their image and audience should match up with your customer base.
- Establish a rapport. Pitch the influencers on a campaign strategy. Contact them (or their agents) through Twitter, email, or other social media platforms.
Develop a Marketing Campaign:
Create a marketing campaign that you and your influencer can work on together, to actively engage the influencer’s audience. There are many ways to develop this, depending on your industry and your target audience. Here are a few strategies:
- Branded Giveaway: The influencer creates a contest for their audience, in which the winner will receive a product given away by your company. The influencer gains audience engagement, and your company increases brand awareness.
- Announcement: Work with an influencer to announce a new project, service, or product from your brand. The influencer’s audience will then be the first to try out (or receive) the new item, encouraging positive word-of-mouth references.
- Engagement: Engage your brand’s fans in entertaining ways. Your brand can interact with celebrities, and other influencers, on social media by sharing or replying to their posts (especially if they mention your product), posting good-natured jokes, awarding prizes, and answering questions about your brand’s offerings.
- Live Events: Work with an influencer to create a branded event for that influencer’s audience. The event could tie directly to the influencer’s main interest — for example, a concert, meet-and-greet, or a live makeover — and your company can sponsor the entire event, raising brand awareness and positive word-of-mouth.
- Collaborative Project: Work with an influencer to create a unique project together. Fashion blogger “Cupcakes and Cashmere” partnered with Nordstrom to create her own line of clothing. YouTuber “TheRadBrad” (6 million subscribers) is famous for his video game walkthroughs — he’ll often do walkthroughs of a soon-to-be-released game, to promote it.
- Sponsored Posts: Your company can sponsor a post on an influencer’s social media account or website. YouTuber Grace Helbig frequently works with Audible, and she often links to the company in the “about” sections of her videos.