Influencer Marketing, why it is a trusted marketing Option?
In today’s time of fake news and fake advertising, it’s not enough to have a big digital marketing campaign. Consumers believe less about what they read and see. They demand information from trusted sources and won’t buy it until they get it.
For all of the amazing new technologies that help marketers reach their customers, there are also techniques that have been invented to hide ads from viewers. Not only that, but marketers have to understand that many customers aren’t especially trusting when it comes to brand advertising.
There is a fairly new marketing trend that actually addresses both of these points: Influencer Marketing.
Influencer marketing taps into the power of writers and bloggers who are already well-known by your audience and uses their influence to spread the word about your business.
Below are a few stats that show us the importance:
- 92% of people trust personal recommendations over brands – even if they don’t know the individual making the recommendation!
- 81% of people are influenced by their friends’ social media posts.
- 71% of customers report having an improved perception of a brand when they read positive reviews on social media.
Did you know that 47% of people who shop online use ad blockers? It means that the best way to reach these customers is through content posted by people that they trust.
- 78% of brands have boosted their content output over the past two years
- 81% of marketers consider influencer marketing to be effective
- 59% plan to increase their budget for influencer marketing
- 51% believe that they capture better customers through influencer marketing
Facebook is a particularly powerful tool for marketers – the platform influenced 52% of online and offline purchasers. However, Instagram has become the go-to platform to influence customers.
How should you start this? First, figure out who you want to reach (key bloggers, vloggers, or social media personalities well-known by your target market.) Then, invite them to experience your product or service – for example, you could send them a special promotional package; invite them for unboxing your products, etc.
Please note that there is the possibility that they might share negative feedback, so make sure to have your best product/service displayed and take all possibilities into consideration.
5 Key Factors for Effective Influencer Marketing Campaigns
Influencer marketing strategies revolve around engaging influential individuals who hold sway over crucial target audiences for a brand. With paid advertising on social media, we have noticed ad fatigue. You are reaching out to new audiences who have no relation with you. In contrast, with influencer marketing, you are reaching out to people who are in touch with their followers. The engagement level is high and the trust is established. Most importantly, they are cost-effective compared to traditional sponsored social media ads.
Influencer marketing’s main activities are:
- Find influencers and rank them as relevant to your business.
- Marketing to influencers, to increase awareness.
- Marketing through influencers, using influencers to increase market awareness.
- Marketing with influencers, turning influencers into advocates.
1. How to Find the Right Influencers
You are not selecting an influencer — you are selecting a partner who will amplify your brand message. Take time to find the right influencers. Try to go on Instagram and other social platforms. DM them about your requirement and negotiate through. Check their follower profiles at random.
Avoid solely relying on high follower count, as many resort to buying followers for artificial numbers. Instead, thoroughly assess their post engagements, meaningful comments, shares, website clicks, and likes. Prioritize influencers who demonstrate a high ratio of followers to engagement, indicating genuine impact and audience interaction.
2. How Much Do Influencers Charge
When planning influencer marketing strategies, decide on the incentive — whether it’s a free product, gift, or experience. Consider alternative metrics like website traffic or new comments instead of relying solely on likes. Go for micro-influencers who have low followers but high meaningful engagement. Some influencers charge a flat fee per post and may also provide content creation services for an additional fee. To maximize effectiveness, consider a commission structure combining performance-based variables with a flat fee.
3. Which Platforms Are Popular for Influencer Marketing
Don’t just do an influencer campaign on one social media platform. While Instagram is the most popular, there are many places to reach out:
4. What Kind of Content to Promote
In crafting content for influencer marketing, prioritize branded content that goes beyond mere sales ads. Aim to create great content that educates, evokes emotions, and inspires action. Take time to carefully think through the story you want to tell, ensuring it connects with your audience. The video format can work best as the reach is high and it’s more visual.
5. How to Measure ROI of Influencer Marketing
Include your website link in the influencer marketing bio throughout the campaign. Utilize UTM parameters to track website traffic accurately. Assess performance in terms of sales, time on site, lead generation, and other key metrics. Measure the followers you gain during the campaign, see how many comments that influencer post generated along with shares, and carefully assess the ROI.
Important: In UAE, influencer marketing is considered a paid endorsement and is now regulated. It is important that you work with licensed influencer marketing companies only.
Leads Dubai is a Social Media Marketing Agency. We can assist with Influencer Marketing. Please contact us on +971 50 304 7470 to get information about influencers from various industries and prices.
