How to Use Influencers to Drive Sales
Ultimate Guide to Influencer Marketing:
Discover influencers who have a following within a specific niche has the power to impact consumers purchase decisions. 80% of marketers say influencer marketing is effective. Beneficial influencers may pose for pictures promoting your products or write reviews telling audience members why they stand by your brand. A blog influencer may write a guest post for their blog, ask to be mentioned in one of their posts, or sponsor a post about one of your products or services. A social media influencer may host a contest or giveaway with your products or share coupon codes with their followers.
Choose Influencers to Drive Sales
According to Statista, “Influencer marketing is on the rise, which is made apparent by the recently released figures indicating that value of this specific market more than doubled between 2019 and 2021, growing from 6.5 billion to 13.8 billion U.S. dollars in the three years alone.”
What Is Influencer Marketing?
Influencer marketing is just a fancy way of saying influencer marketing. Most would define influencer marketing as “a person or persons whose opinions or lifestyle affects a product or company or industry.” And influencers can influence a lot of different things. Maybe the influencer posts photos of their favorite pair of shoes, a new haircut or that vacation you took. Perhaps you’re an influencer and have a following who will then want to learn more about your product or service. Perhaps an influencer gives a testimonial about a new skin care product or shares their own new venture. One of the biggest benefits of an influencer is their specific audience is likely to know and care about your brand. How Do You Find Influencers?
Choosing The Right Influencer
When it comes to choosing influencers for your company or blog, a key is to find those people with a high degree of engagement. Engagement is a primary influencer factor, as a user engaging with a post may act on the comment without even clicking the link. Engagement means that someone takes a moment to click a link or like a post, and that one action could lead them to making a purchase. Some of the most important things to look at when choosing a blogger, a celebrity, a social media influencer, and a blog influencer are their following, their social media activity, and the type of content they create and share. A well-established blogger may have millions of followers on their blog, which is more engaging and likely to cause a user to make a purchase.
RELATED: Top 5 Social Influencers by Industry
Setting Up Your Campaign
Once you have identified your key influencers, you should reach out to them and explain who you are and what your business is all about. Your first meeting should include a brief explanation of your company’s goals for influencer marketing and what products you wish to reach out to them with. Once you have confirmed you are on the same page, you can begin to formulate the content you would like to share with the influencer. Will you be posting one photo of your product and a blog post written by the influencer? Or will you simply share the same photo and blog post, but offer a slight update on how your business is doing? Setting Up the Permission Process You will need to ask each influencer’s permission before sharing any images or information on their social media accounts.
Once you know who your audience are and what your goals are, you can determine how best to reach your audience. Influencer campaigns may include paid, earned and owned channels. Earned media is using influencer marketing to earn a referral or purchase from a company. Earned media can be free promotional posts on your business’s blog, social media, or newsletter. Social media channels are the most commonly used in influencer marketing. Nearly 60% of marketers have used social media to drive revenue through influencers. Some social media platforms are more common for social media influencer marketing. Twitter has the most influencer marketing campaigns. Facebook is second and LinkedIn third. Pinterest may be considered a social platform.
Do Influencers Work For Every Business?
There are a few challenges businesses face when it comes to working with influencers. First, you need to decide if you want to work with an influencer as a partner or vendor. Influencers usually work directly with a brand or vendor to promote their product. You may need to do more planning and research to determine the best method for you. Another challenge is that you want to provide the right type of support. The best way to offer this is through content marketing. Influencers work within their niche to promote a product or service, and they share the content they find most engaging with their fans. How Does Influencer Marketing Help You? Influencer marketing can improve your brand awareness, increase your sales, and strengthen your customer relationship.
Here are 5 key tips to think about:
- Did the influencer’s original content align with your brand guidelines?
- Did they publish content on the agreed-upon date?
- What was the engagement outcome (likes, comments, shares, views)?
- Did they drive website traffic, app downloads, or generate sales (I recommend using a trackable link or affiliate program for this)?
- Did their audience resonate well with the content?
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Engaging customers through the creation of an engaging and helpful community of bloggers and social media influencers is essential for any business. To give you an idea of the ROI of your investment, a blogger with a large following that writes product reviews for a product you sell can drive over 250% ROI in a one year period. The key is being strategic and understanding which influencers have the right audience for your company. Take the time to analyze your target audience, the types of blogs and social media accounts they follow, and write a targeted blog post or video for them.
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