Whether you’ve been inspired to DIY your home, recreate a recipe or even purchase a new wardrobe, these days we are all pretty familiar with the power of being influenced and how it can subconsciously shape our spending habits and perception of brands and products.
From mummy bloggers to business experts and from tech bloggers to beauty vloggers, influencer marketing has become one of the fastest-growing online customer acquisition channels and is expected to hit £11 billion by 2022*.
Getting started with influencer marketing can seem daunting so we have created this guide to help.
Want to get started and see the incredible results influencer marketing can bring to your business but don’t want to go it alone? Contact us and we can guide you through this hugely impactful and exciting part of marketing.
What is influencer marketing?
In short, influencer marketing is a form of social media marketing which partners influencers and brands together. Being experts in their fields, influencers consistently interact with their dedicated social following through product reviews, brand endorsements and creating engaging content which is often personal life experiences. A recent survey showed that 80% of consumers have purchased something via an influencer recommendation* … the numbers speak for themselves and the opportunities of influencer marketing are endless.
How can it help my business?
- High return on investment
- Reaches target audiences
- Builds trust with customers
- Improves brand awareness
- Encourages brand loyalty
- Boosts audience engagement
- Enriches brand content
Influencer costs
Influencer costs can vary widely. The question is not about whether you should or shouldn’t pay, but how. Some influencers are happy to receive gifting in exchange for a social posts or reviews and others require a budget, in which case some things to consider would be their previous campaign performance and standard influencer rates. Establishing these costs early on will save time later down the line.
How to create an influencer brief (your brief to the influencer you are going to work with)
First and foremost, when creating your brief, keep your goals in mind and don’t be afraid to get visual as this will be beneficial to your influencer when you reach out to them. Be sure to include important background information as well as campaign details.
How to find the right influencer
Now you are ready to set out on your influencer search. The best place to start is to ask yourself the following: Who are my target audiences and which influencers do my target audiences follow? Are these influencers truly ‘influential’? Do they have any conflicting campaigns or collaborations?
This will give you a clearer picture of the type of influencers you want to work with and if the partnership would be authentic.
Once you have collated your shortlist of influencers, take time to monitor how their community engages and responds to their content. Don’t shy away from asking for their engagement rates when you outreach, as this can often determine the success of your partnership.
How to measure influencer marketing success
Much like any strategy, measuring the success of your campaign is vital. Ensure you check the key analytics:
- What was the reach?
- How many likes did the content receive?
- What was the sentiment of the comments?
- How many saves did it achieve?
After this information has been gathered, it will provide a clear idea of the campaign’s overall performance and success.
The value of influencer marketing is undeniable and there has never been a better time to get started. Contact our team at Jennie Holland PR for a chat on how influencer marketing could work for your next project.
Sources
* https://digitalmarketinginstitute.com/blog/team-talk-how-influencer-marketing-is-changing-the-game
** https://startupbonsai.com/influencer-marketing-statistics/