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.

Gender and Social Media Marketing

The conversation of gender inequality in the professional space has recently risen to the top of conversation over the past decade, arguing that women are generally doing less and as a result making less than their male counterparts. These results may still remain true in most fields, however young women are taking over the social media marketing space as  leaders of change in styles of storytelling in the new digital economy.

According to  a study done by social media expert Dr Ruth Page, of the Department of English, University of Leicester, women are biologically more expressive, willing to share and reveal more about their personal lives. They primarily use social media to connect and and form relationships with those they follow.

Men, by contrast, use social media specifically to gain influence and expertise over competition. They primarily perform research and interact only with those that can help the individual better himself and his career.

So what does this mean? In terms of social media marketing, women are naturally the main target and the ones leading the social media revolution.

This study commissioned by American Express found that 6% more women than men use at least one social networking site for their small businesses, while 8% more women than men make products available for sale online. Women recognize that their target audience (other women) are the ones that actively use social media and to succeed as a business, they know they must market primarily through those outlets.

According to Page, “The role of young women as leaders of the changes in the styles of storytelling in social media is significant as it is at odds with other statistics that show that they are under-represented as the developers of social media sites and software.”

A solid strategy for any social media business effort is to be as human as possible in your interactions with fans and followers. Does that mean a woman should be running your social media presence especially when working with influencers? Not necessarily but it might be worth a try for you as a small business to try and help promote your brand image as being relatable and naturally conversational.

This could mean feeding into notoriously female cliches as a means of building community and boosting fan loyalty. Examples: Posting more personal information and content relevant to your brand, or engaging more frequently and readily in online conversations by teaming up with female power influencers.

Sometimes girl power is the way to go, especially when it comes to social media.

Check out these info graphics for more information about how women are dominating the digital marketing space!

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