How to influence Customers in their buying decision journey ? How to attract Late Majority & Laggards ? How to accelerate the sales process ? How to win a nearly lost deal ? This is where INFLUENCER MARKETING play a big role and can generate 11 times more ROI compared to traditional marketing.
Some Stats: More than 30% of internet users use Ad blockers, 94% OF MARKETERS are skeptical about brand promotions, 97% of people say customer & peer reviews influence their purchase decision, This is where Influencer Marketing is guiding the customers and extremely critical for growth . Business get approx. $6 for every $ spent .
Companies are increasing the Influencer Marketing budget for every campaign.
What is INFLUENCER MARKETING? It’s a type of Marketing that focuses on leveraging key people called Influencers to drive adoption & brand awareness to larger market engaging with loyal customer & fan base similar to celebrity endorsement but driving through creative content & various social campaigns
SUCCESS MANTRA: is to identify & partner with key influencers with magical capability to steer, inspire & guide the audience WHAT / WHY /WHEN / WHERE to buy/take action driving positive business outcomes and keeping an eye on innovation like AI influencer SHUDU.GRAM 1st digital supermodel !!!
BENEITS :
Brand Awareness in New Communities : leveraging active groups of Influencers
Significant Product Exposure to large audience : leveraging Influencers large reliable followers
Increase in Purchase Intent : when exposed to promotional content from Influencers
Providing Successful Affiliate programs framework tracking impressions, engagement, clicks , downloads, sales, overall ROI
GOALS:
BRAND AWARENESS :
THROUGH How-to Videos, Un-boxing Videos, Demos, Product Reviews, Sponsored Blog Posts, Twitter Chats, Customer Testimonials, Newsletter Announcements are great
GENERATING QUICK SALES:
THROUGH discount codes, flash sale, contest giveaways, free Extended POC, Promotional License, PS fees and additional features, Giveaways, Influencer activation generating FOMO
TYPES OF INFLUENCERS:
Celebrity & MEGA Influencers:
Macro Influencers
Micro Influencers
Bloggers
Brand Ambassadors
Consumer Advocates
HOW TO IDENTIFY THE RIGHT INFLUENCERS
Google Search
Tools like Ninja Outreach, Followerwonk, BuzzSumo
Keyword Hashtag in Social Media Platforms
Research on Social Media Trending Conversations in our industry
HOW TO ATTRACT THE INFLUENCERS TO WORK WITH OUR BRAND:
Building Relationships with Influencers
Product Reviews & Sponsored Posts
Video & Live streaming
Partner with Influencers in Social Giveaways
Social Media Takeover
CAMPAIGN ONE PAGER FOR ATTRACTING INFLUENCERS:
Campaign Goals
Campaign Messaging
Campaign Hashtags
Ask from Influencer
Time Commitment from Influencer
Specific FTC Guidelines
Compensation
FEW KEY AREAS TO FOCUS BEFORE REACHING OUT TO INFLUENCER:
What’s in it for the Influencer ?
Values that the product provides to the followers .
Influencer Compensation methodology
What’s the goals we are trying to accomplish
Familiarity with brand through Like, Comment, Share, Participate in the Influencer Poll or Video or Live Streaming
Detail research around Influencer around their current activities, events, promotions & campaigns they were involved
EMAIL TO INFLUENCER
Catchy Subject Line, Your acquaintance with their work and how you came across them, things that u like about them, Clear Ask & What you can offer monetary as well as non monetary
COMPENSATING INFLUENCERS:
Monetary Compensation : Per Blog Post etc
Invite Influencer to an event with all expense paid in exchange of content creation & posts for product
Free product for post
Media & Press Exposure to increase their value & brand itself
Long term Brand ambassador agreement
Affiliate Program compensated based on % of sales generated
WHAT NOT TO DO WITH INFLUENCERS:
DONOT reach out to influence as a stranger ( without showing your interest & following their current activities & campaigns )
DONOT be a Control freak and provide them space as they know their audience, likes & dislikes better than anyone else
DONOT be Vague or completely promotional in outreach
DONOT disappear after Campaign has ended
BE extremely GENUINE & FRIENDLY
KEEP IN MIND : As you don’t burn bridges in business, same way don’t burn bridges with Influencers
STEPS FOR INFLUENCER MARKETING CAMPAIGNS:
RESEARCH & FOUNDATION
Set the campaign foundation with goals
Identify right Influencer
Create budget
Determine Influencer ASK: Creating blog posts, video production, share a product review
Determine Right CTA : Action we want Influencers audience to take
REACH OUT TO INFLUENCER
Clearbit tool helps to find website email address & blogs OR Directly reaching source
Send email leveraging Campaign Outreach One pager
PROMOTE & ACTIVATE
Create custom tracking link to give to each influencer
Set Campaign Rollout Calendar
Be sure to use all of influencer’s content and posts to their fullest potential by re sharing their content on all your brand channels to amplify reach
MEASURE
Compile all metrics from each influencer’s tracking link
Use tools like Dealspotr which will automatically track clicks & sales
METRICS & INSIGHTS:
BRAND AWARENESS:
# of New Customers reached
# of Impressions, Clicks, Conversions
# of Followers influencer has
Detail Traffic & Pipeline funnel data
Facebook Ads Manager to display promotions matching audience segment
USER ENGAGEMENT
Cost per engagement à $$$ spent per click , like, comment, impressions
USER GENERATED CONTENT
75% users mention user generated content to be more authentic than ads
Avoid the Ad blockers software through direct audience share
REVENUE GENERATED
Pipeline & Revenue Generated
INNOVATION AREAS:
Rise in AI Influencers like SHUDU.GRAM – 1st digital supermodel with 212K subscribers
Handling transparency & FTC Guidelines around disclosing the brand & Influencers relationship
Focus on long term influencer partnership embedded right from the ideation stage
Integrated external & Internal Platforms
With innovative Influencer Marketing strategies, companies can PIERCE through ONLINE CULTURE , expand product & brand outreach to see exponential growth by expanding their reach to almost every prospect !!!!
More in next post !!!
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