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Word of mouth tends to be the strongest referral of business. When brands say their product or service is great, consumers are skeptical but, when other consumers say a brand's product or service is great, heads begin to turn. Those we trust and admire have a great influence on our decisions. When brands can identify influencers within their community, they are able to expand their reach through highly trusted sources.
Influencer marketing is the new marketing buzzword!
But, what does it really mean? Influencers are referred to as people who are followed and respected - their opinions are valued. They are involved in their communities, have large social networks, and are admired and trusted. Influencers are trendsetters who have an influence on those in their circle.
While many celebrities and athletes are referred to as influencers because of their loyal following, influence is not limited by fame and fortune. Who are the individuals that influence your decisions? Perhaps they are family members or friends, co-workers or network connections. Whatever their role in your life, they have provided you a sense of confidence in their opinions and recommendations. The most successful influencers have a strong balance of influence and following.
Despite hiding behind computer screens and iPhones, consumers crave relationships and yearn for a sense of community. In partnering with influencers that share your audience's values and interests, brands can create a more authentic experience for their consumers. While some fans will sing your brand's praises on their own, others will need to be approached about the opportunity to partner with your business. Follow these three simple steps to start mutual-beneficial relationships with ideal influencers.
Step 1. Identify your buyer personas. Know who your audience is. Who does your audience follow? What social platforms are they active on? What are their common interests and struggles? This step is crucial and will guide the rest of the process.
Step 2. Identify your influencers. Influencers are not just the "Kylie Jenner's" of the world - they can be found anywhere. There are plenty of resources - software, agencies, networks or apps, such as Popular Pays, InstaBrand, Influencer50 are prominent - to help businesses find the best match for their audience. You can also do it yourself! Start by looking at your social networks and organizations to make a list of those who have the largest followings. Does their audience reflect your ideal customer? Do they have highly engaged followers that care about their opinions? Do they post a variety of captivating content? Do people want to share and link to their posts? Consider each of these questions to narrow down your list.
Step 3. Reach out and start a conversation. Message the prospects on the networks they use about the opportunity to partner with your brand, but DO NOT send the same message to everyone. Start by building a relationship. Introduce yourself, tell them about your company and what you do, make them aware of your brand. Influencer relationships should be mutually beneficial, so highlight how you can support one another. Let them know that you admire their work and why you think they are a good fit for this. Nurture a positive relationship, one that is based on transparency and shared interests.
If they accept your proposal - great! Negotiate terms - whether that be in free products, monetary exchange or any other agreed upon payment. Make sure you establish strong communication outlets and set clear expectations. Let influencers know all about the little nuances – if they should use certain terminology when highlighting a product, what kind of content you want them to create and how often should they post on behalf of your brand. Clear guidelines keep everyone focused on a common goal and limit miscommunications in the future that could delay results. Influencers prefer clear guidelines as opposed to trying to figure out everything on their own. Just keep in mind that influencers should keep their style - that's what their audience loves them for.
But more often than not, you will have little response or hear no from influencers, especially if you are a new or relatively unknown brand. If it doesn’t work out, don’t worry! There are plenty of influential people that can serve your brand. Don’t stop at one person, try reaching out to a few! The more influencers you can get on your side, the more exposure you will gain for your brand.
Need help discovering influencers? We are here to help!
Learn More: How Influencer Marketing is Changing the Public Relations Landscape!
