Shoppers are smarter and it’s made advertisers have to roll up their sleeves and figure out how to do more than just throw TV commercials at people. Consumers don’t buy just anything these days. They research, they read reviews and they look at how other people have used the product (or service). Enter influencer marketing.
Here are the Basics
Influencer marketing capitalizes on the social media following of a popular “internet celebrity” who can be an authority on a particular niche. Customers place more trust in a real person than some faceless marketing company. Brands can expect, on average, $6.50 in revenue for every dollar spent on influencer marketing campaigns. Plus, 92 percent of consumers say they trust an influencer more than they do regular ads.
Let’s Talk ROI
Thinking about using influencer marketing to grow your business? Here are three methods to maximize return on investment:
Know your target market: Your target market should match the type of influencer you need, which social platforms they should use and what kind of offers to put in to effect. Put in the research and hard work. Facebook offers an Audience Insights tool that helps you discover demographics, likes, interests and activities of your target audience.
Define success: First things first, you need to figure out how you will measure your campaign’s success. The most common indicators of good ROI are impressions, engagement, follower growth, increase traffic and, of course, sales. Find quality tools to analyze those metrics.
Vet your influencers: There are a ton of influencers. An incredible number. In a perfect world any of these fine people wouldn’t deliver bad content, wouldn’t talk to the wrong audience and would always act like a professional. Too bad we don’t live in this perfect world. You need to study the influencers you will use and not just look at their follower count. Think popularity vs actual influence. It’s common for influencers to purchase likes and followers to buff up their numbers. No bueno.
There’s no denying that influencer marketing is a powerful tool and when used properly it can have a big impact on both brand awareness and your bottom line. For influencer vetting and marketing campaigns, contact The Skyline Agency in Dallas, Texas.