THINK LIKE AN INFLUENCER

 

So you recognized that in order for your brand to become successful and well known, thus generating conversation, engagement and profit, you might need to work with a social influencer, now what?

Using social influencers can be a powerful way to market your brand to consumers, however, like any marketing strategy you walk a fine line between producing quality content and saturating the market with essentially social media garbage.

The first mistake that any brand (or influencer) can make is assuming that the relationship is strictly a one-way street. The influencer should choose the brand or product just as much as we as marketers try and choose a specific influencer that aligns with us.

According to TapInfluence, after a recent survey conducted among 5,000 content creators and social media influencers these are the top five concerns that influencers have when determining whether to partner with a brand.

  1. Poor Organization

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This one seems self explanatory however the truth remains behind any campaign that communication is key. It is not unlikely that brands will choose to work with multiple influencers at the same time marketing the same product. Marketers must have their strategies clearly outlined for each influencer, explaining exactly what is expected from both parties, when it is expected to happen and what platform will be used. Most influencers want to create successful post that increases both their interaction and interaction with the brand. It is up to both parties to ensure that the goals and objectives of each campaign and each post are outlined from the beginning to help ensure that success.

2. Product Fit 

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One of the top reasons that brands work with influencers to to get their new or existing products in the hands of new customers. As influence marketing is rapidly increasing, influencers find themselves over saturated withbrands wanting to work with them and must often make choices based on what they see best fits with their personal brand. If an influencer were to turn down your product, however, this isn’t time to turn your back on that relationship meaning more than likely there will be a better chance for you to work with that influencer on another product that better aligns further down the line.

Erika Sevigny from AllThingseBlog said is best stating, “Don’t pitch me if I’ve never written about anything even close to being in your product’s category.”

3. Compensation

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No one is going to do anything for free, period. Although social influencers have become a powerful part of the paid media economy, the gap between what brands can offer them and the amount they believe they are worth continues to widen. Social influencers can earn anywhere from $50 to thousands of dollars based on how many followers and the engagement they have. Brands can avoid the awkward “money talk” by researching what similar brands offered for their campaigns and financially modeling off them.

4. Amount of Work 

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The top reason for negative business between influencers and marketers is poorly planned programs. Influencers often feel as if what is expected of them is unfair meaning unclear deadlines, extra requests outside the contract and unresponsive brand representatives as reasons campaigns required more attention than expected. As mentioned above, keep organized and outline everything that you need done early and clearly.

5. Audience Feedback 

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Despite careful planning and organization behind a campaign, sometimes a campaign doesn’t quiet reach the audience and ultimately fails, leaving both the brand and the influencer in the wake of its dust. The best way for brands to avoid a failed campaign is to listen and know their influencer and what exactly their personal branded voice is.

Alexandra Azara from NoshOn. It speaks from an influencer perspective saying, “Let influencers promote your brand in the way that works best for them and their audience rather than trying to enforce specific statements (in a blog post, for example). I think sponsored content is most successful when it doesn’t come across as sounding sponsored.”

What does this all mean? 

At the end of the day a social media influencer is an individual whose career is their personal image. They do not have to partner with you as a brand so if you want to work with them, sometimes putting yourself in their shoes really is the best option.

The Future of Influencer Marketing

The future of influencer marketing is bright. It’s an exciting time for marketers, and we’re thrilled to see what the future holds.

Does 150,000 followers on Instagram make an influencer effective? We’ve come to the conclusion that Instagram popularity does not lead to an increased influence. Algorithms for social networks are constantly changing, and marketers need to prepare for what lies ahead.

Consumers are gradually beginning to interact only with brands they trust. Marketers must realize that building trust can be achieved in various ways. If forgotten, brands are sure to lose consumers trust – which means less business. Brands are going to have to find ways to serve ads with value and trust.

It’s safe to say that the future of influencer marketing will cause the downfall of traditional digital marketing tactics. Since the majority of consumers are ignoring advertisements on digital spaces, brands are going to have to find ways to reach consumers without traditional advertisements, like banner ads and automatic videos.

Adblockers have destroyed agencies’ digital efforts. 47% of online consumers use ad block, and it has been detrimental for agencies. If consumers aren’t getting brand messages, how can marketing move forward?

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Via Google Images

Social media channels have provided a great platform for consumers to talk and express their opinions. As a result, 74% of users rely on social networks to guide purchase decisions. Brands will need to pay extremely close attention to what consumers are saying online. For example, an angry customer with even a low number of followers can tweet a negative res for a product or service, which could possibly become a news story in the newspaper.

Consumers now want transparent and authentic marketing messages. An increasing number of people are looking to social networks for recommendations. Subsequently, brands are losing their importance in the digital world. Influencer marketing provides marketers with an opportunity to deliver authentic brand messages directly to networks that consumers trust. It can be extremely time-consuming for agencies to find the right influencers in markets. Thus, brands need to take initiative to find, connect, and manage influencers, as well as to practice measuring the ROI of influencer efforts.

The future of influencer marketing will develop closer customer relationships. 70% of consumers reported online customer reviews are the second most trusted source. With that being said, it’s clear that influencer marketing generates better customers for brands. Marketers will also be able to measure predictability for brands with increasing budgets.

Influencer marketing is becoming increasingly technical and brands will need to keep up. Finding the right influencers for your target market on the right networks and time will depend on patterns in data and new algorithms. If done correctly, sharing content through influencers in a niche market will triple conversions, in some cases increasing conversions by a factor of 10.

In creating a new age in customer intimacy that emphasizes trust for consumers, brands need to produce valuable content for audiences across the various social media networks. Marketers will be forced to move away from traditional advertising strategies to drive authentic engagement. The earlier this transition happens, marketers will be able to analyze growth and act on purchase patterns to understand and predict results. Brands have to practice the best influencer marketing methods to generate precise and quantifiable results.

Agencies will no longer need to focus their efforts on influencer marketing. Marketers will need to exercise their expertise on finding and training the right influencers. Influencer marketing will shift away from agencies especially because of the cost and resources needed.

According to a recent Forbes article, softwares are being implemented in marketing strategies in order to give agencies a truthful measurement of influence and impact on consumers. By driving more conversations on social media with consumers, trust is being built, which in turn, helps marketers to measure how engagement and interaction through analytics.

Where do you think influencer marketing will be in the future? Will there be a future for influencers? Let us know your thoughts in the comments below!