With the news of the updated Instagram algorithm, there’s been a lot of talk of fears of losing engagement and a growing Instagram audience. We’re yet to experience the effects of the algorithm change and I chatted about it in detail here, however, there are some things you can do to continue optimising your marketing on Instagram. One of those things is influencer marketing.
Influencer marketing has been a seriously valuable tool for many brands. With changes taking place on the platform, now could be the perfect time to trial the tool for your business on Instagram. There are many sites out there who specialise in influencer marketing which takes the nitty gritty details off your hands and gives you access to a bunch of ‘grammers who are open to influencer marketing and looking to share the right brand’s wares. Before you get started, let’s dive into why it’s useful for brands and what to consider.
WHY USE INFLUENCER MARKETING?
There are lots of wonderful benefits to using influencer marketing as part of your marketing strategy. Three worth considering are:
1. You gain access to a new audience
The influencer you work with promotes your brand to their extensive network. If it’s a great match and relevant collaboration, that network is likely to be interested in what you have to offer. This can lead to greater brand awareness, growth in your Instagram audience and increased revenue.
2. Your brand is associated with the influencer’s brand
By aligning yourself with an influencer, you tap into that influencer’s perceived image and brand. So, if you’re trying to represent your business or brand as something new, or build upon your persona, it’s a great opportunity to do that.
3. Increased conversion and revenue
We’ve all had an experience where a friend has told us a product or service was great and we’ve followed that recommendation simply because we trust them. Influencer marketing works much the same way. If an influencer has an engaged audience, their followers will trust what they have to say, which means if they’re promoting a product or service, it’s likely to lead to greater conversion and revenue. We enjoy finding out about new things from people we love. It’s no different with influencers.
WHAT TO CONSIDER
Before you reach out to that influencer, there are a few things to get clear on for your marketing campaign.
The first, what’s your objective? Know what results you’re after before you contact someone to partner with. If you don’t know what your objective is, you won’t know whether you’ve succeeded, and the results are less likely to be as positive as when focused on a specific target.
Who is your target market? Consider finding influencers within your niche to work with. Yes, you want to reach new customers, but you also need to consider your current followers, target market and brand. Consider your brand’s personality, values and beliefs to find the right fit.
Don’t just look at the numbers of an influencer. Look at their engagement too. Influencers with high engagement will have greater reach and drive quality customers your way and that’s more important than a number.
HOW TO WORK WITH INFLUENCERS
It’s exciting dreaming up gorgeous opportunities to work with influencers and there are so many ways you can make it work for your business. Here are two ideas to get the ball rolling…
- Launch a new product, collection or campaign
As part of your marketing strategy when launching a new product, consider sending that product to influencers with the agreement that they will post a set number of images of themselves using the product and detailing why they love it. Then, you’re able to regram those images on your brand’s Instagram feed which means more quality user-generated content for you.
It’s also the perfect opportunity to optimise the partnership even further by creating engaging content to support it. You could feature the influencer on your blog and include a unique photoshoot or Q&A.
- Support a cause
On the other end of the spectrum, if you’re a not-for-profit company or simply wanting to spread awareness about a cause or social issues campaign, influencers can help you spread the word fast and wide. Search for Instagrammers who believe in what you believe in and who want to be involved in your cause. Just by reaching out to influencers active in your target market, you could increase reach tenfold.
INFLUENCER MARKETING SITES
You don’t necessarily need a big budget to work with influencers. Some social media influencers are happy to promote something they love in exchange for product and cross promotion of their brand too.
Alternatively, there are sites that specialise in influencer marketing. One such site is Tribe. I love what Tribe believe in – which is authentic advocacy. They work on the premise that influencers choose brands, rather than brands choosing influencers, which they believe leads to more engaging partnerships and quality content. As a brand, you create a campaign brief for your product, then choose the types of influences you’d like to connect with who then browse your campaign idea. If an influencer likes your campaign, they’ll submit a post for approval which will include the cost of that post and if you like it, you buy it. It will also give you a brand relevancy percentage so you can see whether that influencer is the right kind of match for you.
There’s so much we can talk about when it comes to influencer marketing. Have you had any experiences with it previously? How has it worked for you? I’d love to know what you think.
The most important thing is to ensure that the influencer believes in you, your brand and the purpose of the partnership. At the end of the day, it’s more important to find and work with people who believe in what you believe in, instead of those who are just looking for a quick pay check.
Shout out below lovelies and let me know if you have any questions!
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Class starts 15 April 2016
Calling possibilitarians from across the globe! We invite you to take a leap this leap year and join us for an productivity and planning ecourse to program your business GPS for 2016.
Our newest ecourse, The Time, is a creative and interactive 6 week (or self paced) ecourse for curious and entrepreneurial types, exploring your business goals, getting to what is essential, planning tools, dealing with stress and overwhelm, and becoming the master of your time and energy with a good dose of self care. It’s like a day spa for your business brain!
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The Time workshop was invaluable. You are guided through business and wellbeing topics with exercises along the way to help you articulate for yourself where you’d like to take your business and what you would like to achieve. – Anne
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The Time workshop was a magnificent combo of personal development and business planning & development. Who we are is such a critical part of what our business is and how we operate, so this workshop really helped me connect these. – Emma Diffen Peritus Communications