Influencer Marketing Strategy: 3 Basic Tips to Succeed
Looking for an efficient and modern digital marketing strategy? Here are some tips on how to succeed in influencer marketing. Read on to boost your knowledge of the influencer world on social networks.
But first, what is exactly an influencer?
An influencer is a person who has a certain audience on social networks. He has the possibility to influence the purchase choice of his followers by accepting partnerships or collaborations with different companies. Influencers can be comedians, content creators, reality TV people, cooks, everyday people….
But what are the benefits to make a collaboration with influencers? It includes especially the engagement the influencer brings to your brand and visibility expansion. Nowadays, it could be a benefit for you because:
“People do not buy goods and services. They buy relations, stories, and magic.”
Seth Godin – The History of Marketing
If you are interested in influencer marketing for your next digital strategy campaign, I invite you to continue this article so that you can get some tips on how to find a relevant influencer…
1. The art of finding a relevant influencer
The necessity of “targeting” in influencer marketing
Of course, it’s not just a matter of taking an influencer who is currently trendy for your strategy to be effective.
You have to know how to choose the influencer who will correspond the most to your company, to its values, and also the followers of the influencer so that they correspond to your possible customers.
L’Oréal Influencer Marketing Example:
We can talk about L’Oréal which devotes 47% of its spending in digital marketing and has chosen to make a partnership with Valeria Lipovetsky. She is an influencer who has many followers on Instagram and Youtube. L’Oréal chose her because she offers lifestyle content about fashion and cosmetics. In fact, her followers are therefore likely to be interested in the products that L’Oréal offers.
This is also true for smaller companies and start-ups. The difficulty is to know how to approach the right influencers.
2. Canvassing: Crucial step in influencer marketing
Different methods can be used to contact an influencer: via social networks, by email (often posted themselves on the networks), and so on… In order to give yourself the best chance to approach the person in the right way, two things are essential:
- Personalize the text sent: Find out as much as possible about the person. Make a catchphrase on an anecdote of the person to make her/him understand that we are interested in her/him and not necessarily another one. The goal is to make him feel unique.
Of course, don’t get the wrong person. (Wrong name in the emails, because it happens more often than you think)!
- Present yourself: Showing your presence in digital marketing and specifically on social networks is of course a plus. (Click here if you want more tips about business accounts on Instagram).
Of course there are only the broad outlines of what can be done here. However, these are important aspects that establish a real link between the influencer and the brand. And this is how we come to the last part…
3. Create a long-term relationship to improve your Influencer Marketing
Main objective: Give importance to the influencer
- Keeping a good and long-term relationship between the influencer and the brand’s correspondent has real advantages for your influencer marketing strategy. This will probably increase your brand awareness, and thus stand out from the competition.
- The more moments the influencer will share with your brand (activities, outings, of course depending on the budget you have), the more often the influencer will be able to talk about it.
There are many influencers, who have shared so much with a brand, that they can even be associated with that brand in the end.
Example of a long-term relationship with Blissim:
In France, this is the case of many influencers. We can talk about LittleJbeauty (Here is the link of her Instagram Page if you are interested) who is a content creator on Youtube and Instagram. She is also in partnership with Blissim (French cosmetic box brand) since the creation of the brand. Every month, she promotes these products by offering a promotional code or an extra product in the box.
Indeed, this influencer is posted on the brand’s website and is now almost associated with the brand. So that makes it all the more visible and popular for the brand.
In fact, this influencer feels taken seriously and receives the products to be tested in a careful way which facilitates the durability of their partnership. Therefore, it provides them a solid influencer marketing strategy.
To conclude:
The world of influence can be a real goldmine when it comes to how digital marketing and the world of advertising work. However, I can also warn you about some aspects:
| Pros | Cons |
|---|---|
| – The engagement the influencer brings to your brand | – The danger of not being taken seriously by clients who are not established in the digital world |
| – Visibility extension | – If ever the image of the influencer is degraded it will affect the reputation of the brand |
In fact, this strategy although effective is double-edged. Then, it’s up to you to see if you can succeed with it in your company!
If you want to develop your digital marketing strategy even more I invite you to read this article on Video Marketing.
References:
- Influencer Marketing Hub , “What is an Influencer? – Social Media Influencers Defined” (2021), https://influencermarketinghub.com/what-is-an-influencer/
- Hootsuite, “Influencer Marketing Guide: How to Work With Social Media Influencers” (2019) https://blog.hootsuite.com/influencer-marketing/
- The Marketing Blog, “People do not buy goods & services. They buy relations, stories & magic” – Seth Godin – The History of Marketing Article (2016) https://www.themarketingblog.co.uk/2016/07/people-do-not-buy-goods-services-they-buy-relations-stories-magic-seth-godin/
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