Let’s face it – we are all glued to social media. No wonder, there are 3.96 billion social media users across all platforms, as of January 2022. Even marketers today do not dare to overlook this opportunity, with 77% of them reporting that social media marketing has been “somewhat to very effective” for their business. Hopefully, even your company has some definitive SMM strategies in place, right? But if you are looking to make the most of this platform, consider having influencers in social media talking about your brand.
What Is Influencer Marketing?
Influencer marketing is a form of social media marketing where “influencers” use product mentions and endorsements to grab the attention of the audiences and drive more traffic. Influencers are individuals who are considered experts in their niche and have a high, dedicated fan following on social media. Product or service recommendations from them are often regarded as social proof that helps build trust among your potential customers.
A Complete Checklist on How to Effectively Use Influencer Marketing
If you want to derive the best value from influencer marketing, it is important to have a sure-fire strategy in place. Here are the key steps to it:
1. Decide Upon the Right Type of Influencer You Need
Before you can create an influencer marketing strategy, it is important to decide what type of influencers your business needs. This is often decided based on their social media following and niche expertise.
- Nano influencers: They have on average 10,000 followers or even fewer on social media.
- Micro-influencers: These influencers in social media have somewhat between 10,000 to 100,000 followers.
- Macro influencers: They typically have a huge social media fan following, ranging between 100,000 to 1 million.
- Mega influencers: They are even better with 1 million+ social media followers.
Depending on the type and size of your business, or the products and services you want to promote, choose the most suitable influencers for your brand. Remember, influencers with a huge social media reach are likely to be paid higher than nano influencers.
Thorough research is important here as it can help you find the right influencers for your campaign.
2. Know Your Target Audience
An integral part of social media optimization is to be able to reach the right people on the right platform – and through the right influencers.
And the first, and most important, step to it is to determine who your target audiences are for the campaign.
Creating audience personas is a powerful way to ensure your influencers are reaching the right customers. It is also important that you match your audience personas with influencer personas. Knowing your potential customers can also help choose the right type of influencers for the campaign.
3. Follow the Rules
When you use influencers in social media marketing, there are several rules you need to follow. In the U.S., these rules are guided by the Federal Trade Commission. Not following these rules may result in penalties for your company. So, make sure the disclosure guidelines are included in the agreement with influencers and both the parties abide by the same.
4. Focus on the “Rs” of Influencer Marketing
The success of your influencer marketing campaign depends on three Rs:
- Reach: It is the number of “target” audiences you can reach through the influencer’s fan following.
- Relevance: It is important that the influencer posts content that is relevant to your industry, niche, or business. Most importantly, their followers’ persona should align with your target audience.
- Resonance: It is the level of engagement influencers can build with audiences related to your brand or business. Remember, the reach does not always matter because a huge follower base is meaningless unless they are genuinely interested in your brand. Often, niche influencers have very engaged and dedicated followers.
5. Track Your Influencer Marketing Campaigns
To successfully use influencers in social media marketing, it is crucial that you continuously track your campaigns to determine if they are on track. There are several tools available that provide valuable insights into how your influencer marketing campaign is performing. Optimize the campaigns likewise.
Influencers are here to stay! If you are not yet leveraging on this opportunity, it is time that you follow these proven tactics to count upon high-authority influencers in social media and generate more sales for your business.
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