The influencer marketing industry has been growing for the past couple of years, and it doesn’t look set to stop any time soon.
Whether it’s tied to banner blindness for ads, growing distrust of brands online, or an increasing number of young internet users engaging with the messages shared by influencers, there’s never been a better time to build some bridges.
Sleeping Giant Media recently wrote a blog debating just how influential influencers really are, including looking at some of the different options available when it comes to choosing influencers that relate to you and your business. Now that you might be considering giving it a try for yourself, we thought we’d highlight 5 practical tips for working with influencers to help you get the most out of these relationships.
Find the right people
When it comes to working with influencers, invest some time in making sure they’re the right influencers. Just as it’s important to understand your audience, you should do a whole load of research before choosing to partner up with an influencer. Dig down into potential people to work with, and shortlist a couple with whom you share some core values. Try to pick out people who match the ethos of your business, share a similar point of view, appeal to a similar target audience, or produce content which goes well with your brand content.
Don’t focus too much on followers
While internet celebs or mega influencers with 100,000+ followers can be tempting, don’t get distracted by the size of their following. It’s not all about size – it’s about how you use it. Micro-influencers with smaller followings in the thousands or tens of thousands can actually have a far more active and engaged audience – often beating the big players when it comes to things like follower loyalty and actual engagement. Plus, they’re often more budget-friendly to work with.
Give them room to move
Once you’ve selected the influencers that offer the perfect fit for your brand, make sure you give them room to do what they do best – create. These people have engaged, loyal followings because they’re regularly creating content that people relate to or enjoy. If you try and take too much control, or get too involved in the creation process, you may end up making the content seem less authentic – as well as probably ruining the relationship. Share things like goals and brand guidelines, but then leave them to do their thing.
Track your success
As with all other types of digital marketing, you want to know that your influencer campaigns are working. Use tools like Google Analytics to see where your traffic is coming from; work out whether you’re getting referral traffic from any of the influencers you’re working with, or whether you’re seeing a peak in visits following a blogger sharing a post relating to you on their social media accounts. If you’re not, then you can make a call on whether or not you continue with that activity.
Does it make sense?
The final point and perhaps the most important is a question you need to ask yourself – does it makes sense for your brand to work with influencers? Think about the industry you’re in, the products or services you have to offer, and the time you have to invest in the projects. Certain sectors, such as fashion, beauty, food or health and wellness, already work well when it comes to influencer marketing, so it can be easy to find people to work within these sectors. Who’s out there that relates to your brand, and how can you support each other?
Fancy learning how to implement influencer marketing and outreach into your social media strategy? Sign up to our Social Animal workshop and learn how.
Working with influencers can be hugely successful when it’s done right, but it can also require work. Do some research before you get cracking to increase your chances of success, and check out some of these examples of weird influencer marketing so you know what to avoid.