Using Influencers to Elevate Your Marketing Strategy

Author: 
 Updated: 
March 26, 2020
 / 3 minutes

Getting the brand recognition that your company desires in today’s digital age often requires extra research, time, and money. But when brands turn to influencer marketing, the effort pays off in many ways. Social media influencers not only give your brand a sizable boost in overall reach and engagement, but they also help establish your brand’s authority. 

What is influencer marketing?

Influencer marketing is a form of marketing that uses social media influencers to drive brand awareness, engagement, and conversions. Influencers are people who have a large social media following due to their high level of credibility in a specific niche. Brands who use influencers as part of their overall marketing strategy tend to see positive results. As brands continue to invest more of their budget into influencer marketing, they typically see a return on investment (ROI) that is 11 times higher than traditional marketing. 

Influencers can improve your overall strategy

When other forms of web-based and traditional marketing fail to produce results, brands who work with social media influencers on platforms like Instagram, Facebook, Twitter, and YouTube often see noticeable outcomes when measuring engagement and reach through analytics. 

When modern wallpaper makers Milton & King enlisted a group of 45 influencers to help build brand awareness, they were rewarded with over 10,000 new followers on their social media platforms. Under the brand’s direction, these influencers generated 158 pieces of unique content that reached close to one million consumers. Sony Mobile France implemented a successful Instagram campaign that, with the help of 30 influencers, promoted their new Instagram account. They successfully raised awareness for the Sony Xperia Z5 while gaining new 17 million potential customers. 

How to implement influencer marketing

Start your influencer marketing campaign by researching your target audience. You may already know who your audience is through past interactions with them. If you’re still unsure, however, your social media business accounts are a great way to discover more about their behaviors. You may create a new post or interactive quiz to see how your followers react to it, or you can even send out an email requesting a customer survey in exchange for a discount. Their engagement may provide you with the information you need to move forward with choosing the right influencer .

Before you begin contacting specific influencers, it’s important to identify those who best serve your campaign needs. Consider your niche and the tone these influencers use to address their audience. Observe how they get people to take action. Revisit your campaign goals to verify that your goals, like increased website traffic or higher engagement on social media, have the highest chance of achievement through the influencer you’ve chosen.

Once you’ve narrowed down the candidates who relate best to your brand, move forward by contacting them with a partnership proposal. Like business owners, influencers have goals of their own. The ones who will be most interested in your proposal are the ones whose goals align best with yours. 

If you really want to grow your brand visibility, focus on building a community of influencers who agree to create original content for your desired social media platforms. This helps increases your social media reach and level of authority as an industry expert.

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