Updated on: 21-06-2022 by WEB-ROI
As traditional marketing platforms continue to be superseded by social marketing strategies, any business owner (however experienced) needs to understand influencer marketing and the social media platforms that host these strategies. Here’s everything you need to know about the world of influencer marketing as you consider adding it to your marketing toolbelt.
Before delving into influencer marketing, let’s consider the key differences between social and traditional marketing to identify why social marketing has become such a pervasive sales force.
Knowing your audience is absolutely crucial when choosing the right influencer to represent your business or product. What is the buyer persona of your audience? You need to recognize the intricate details that make up your demographic if you want to see satisfactory results when delving into influencer marketing. When choosing an influencer, the clear choice is to go with an individual who shares many of the same qualities as your buyer persona. Better yet, take time to ensure an observable overlap between the influencer’s audience and your own. Check comments and other interactions to identify whether or not you find the influencer’s audience is analogous to your established demographic.
Right now, Instagram is where the most significant instances of influencer marketing are occurring. Instagram launched in 2010 as media platforms like YouTube were buzzing with the emergence of influencer personas, video blogging, and lifestyle content. Instagram became the place for influencers to share the intimate parts of their lives – what products they use, which services they trust, and what foods they love.
So, it makes sense that Instagram is currently the top choice for influencers, but TikTok is quickly gaining popularity in this marketing department as well, with Facebook trailing in third place.
With this in mind, choose the platform and influencer to best increase your product’s consideration. If you’re in the food industry, images can matter more than hard sales techniques. Perhaps you provide a niche service or product to a small but engaged audience. In that case, a short, satisfying, and recurring video on TikTok might be the best option for you.
This is where we talk about the different quantifiable categories of influencers. It’s evident that the bigger the influencer, the broader the reach, but budgetary concerns mean we can’t all pay The Rock a cool $1.5 million for him to sport our logo. Perhaps the more significant consideration should go to the level of audience engagement rather than just its size. Influencers, in terms of followers, are considered as follows:
If you’re focused on increasing your popularity within your community, then a well-respected and locally-based nano-influencer may be the safe bet. But before you pick an influencer based on their followers alone, you should consider your own goals as you decide to pursue influencer marketing.
There are three primary aims of influencer marketing, and they are (in order of prevalence):
Considering this, you may recognize how each outcome could be affected by your chosen influencer. A pricier macro-influencer may mean you reach a wider audience, but the consideration of your product may not be positively reflected if the influencer’s audience is too distinct from yours. A micro-influencer may be better for increasing consideration as these influencers are usually pretty niche, meaning that if your product is seen as necessary or advantageous in a niche market, you may increase consideration and drive sales. This is not to say that these outcomes are exclusive, but we advise that you recognize these outcomes and consider them when choosing an influencer and platform to market with.
With these goals in mind and an understanding of influencer marketing, give the team at WEB ROI a call. We’ll help you make the right choice for your business as you consider this growing means of marketing.
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