Marketing in business is as essential as oxygen is to the human body. If you deprive your body of oxygen, it will lead to asphyxiation which might lead to fatal results. That’s the same thing that happens when you deprive your business of marketing. Marketing is the oxygen of a business that will stand the test of time.
Marketing, however, is a word that comes in so many forms and shapes such that if care is not taken, it can become overwhelming. For example, there are two broad categories namely traditional and digital marketing.
Under each of these two broad categories, there are also sub-categories. Influencer marketing is a sub-category digital marketing. This type of marketing has gained ground over the last few years as more and more consumers tend to favor human to human interactions over dealing with “faceless” corporate organizations.[Great Read: Why You Need a Marketing Strategy and How to Develop One]
What is Influencer Marketing?
To adopt influencer marketing as part of the marketing strategy for your business, you must first understand what it means, how it works and whether or not it will be of benefit to you and your brand.
Influencer marketing is a type of marketing whereby brands and businesses reach their target audience through a public personality with an engaged following. The word, “engaged” is very important because if a public personality has a huge following but those followers are not engaged, then it means that the purpose of using such influencer will never be achieved.
Influencers need to have a considerable amount of influence on their followers for influencer marketing to be effective. There are different levels (based on the number of followers) of influencers and examples of the generally accepted levels include the nano, micro, macro and celebrity influencers.[Great Read: 5 Ways to Cut Expensive Marketing Costs]
Steps to Take Before Choosing an Influencer
If you love the idea of reaching your target audience through influencers, it’s important that you do your due diligence before proceeding. Due diligence will help maximize your marketing funds by ensuring that you are spending wisely.
Find out if the Influencer is real
Social media is filled with different types of people many of who bow to the pressure of what’s trending. This has led many people to go to great lengths just to be tagged an influencer.
One of such length is paying for fake followers and that’s why it’s important for you as a business owner to find out if an influencer is real or not before you pay such person.
In finding out if an influencer is real or not, you can ask for the analytics of their social media page. This will reveal a lot of things that you can’t detect from the front-end.
Find out if the influencer’s audience matches the description of your target audience
Different types of influencers attract different types of people who have different needs. To get results, the followers of the influencer you intend using must have the characteristics of your ideal target market.
The last thing you want is to enlist the help of an influencer whose followers don’t match the people who need your products.[Great Read: How to Reach Your Target Audience on a Shoestring Marketing Budget]
Create a list of influencers and compare their pricing
Your marketing funds don’t come easy and therefore you must account for every penny. Prior to settling for an influencer, create a list of influencers you’d love to work with, ask for their pricing and their modus operandi.
Also, read the fine details and understand the terms and conditions. If you are not clear about anything, be sure to ask to avoid hard feelings down the road.
Be sure their philosophy matches with yours
Some personalities are highly controversial, and you must do everything within your means to ensure that the philosophy of the influencer you choose matches yours (to an extent). This is because the moment you associate your brand with a public personality, you are directly or indirectly endorsing that person. Do your background check and ask questions before you commit.
Know what success looks like ahead of time
Prior to approaching an influencer, you must not only have a goal, but you must also know what success looks like ahead of time. What is your purpose for wanting to run the marketing campaign? Is it for website traffic, brand awareness, sales of a specific product, building an email list, etc.? Knowing what you expect at the end of the campaign is the key to knowing if the campaign worked or not.[Great Read: How to Use a Holistic Marketing Strategy to Scale Your Business]
If you cannot afford an influencer but still want to get his/her attention, you can engage with their posts, write meaningful and compelling comments, give them a mention, send a message to give them your feedback, share their posts or even buy their products. If you are consistent, the influencers will begin to notice you from the crowd and if what you do resonates with them, they might one day reciprocate the favor.
Overall, influencer marketing is worth a try because they help you reach your ideal audience faster than most forms of marketing and has the potential to boost your sales and profit. People do business with those they know, like, and trust. If an influencer commands the attention of people whose description match your ideal target market, you definitely want to give that a try so your business can grow!
Thank you for reading.
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