How To Become An Influencer

All digital marketing medium requires strategizing as an essential for marketing success, and influencer marketing is no different. It is not enough to locate influencers, choose, and properly pitch your brand to them. You must pull together a string of strategies to ensure that your hard work in identifying appropriate influencers for your brand won’t be a waste. Some of these strategies are discussed below.

Appeal to the Emotions of Your Audience

As much as humans love to be in denial, we favor emotions more than logic in many of our purchase decisions. Influencers can appeal to the emotional side of their audience, telling your brand’s story and how inspiring it is, going from the bottom to a great stage, and even gunning for more greatness. If you have properly gone through the arduous process of selecting an influencer for your brand, then you must have gotten a creative influencer. The creativity and uniqueness of your influencer can do a lot for you in this regard as they will be your storyteller. They will present your brand’s story in an inspiring way that their audience will want some sort of connection, defying logic if need be. Business owners must learn to exploit emotions a lot because it largely accounts for purchase decisions.

Freebies and Giveaways

Another way to pull attention towards your brand is through giveaways and contests. People love free things, even if they are in a good financial position to purchase that item multiple times. If they could, they will rather get it for free. Don’t you like free things? Contests with hashtags can be held to win certain products, audiences can be made to do a video of them saying or doing something related to your brand. If you run an online pizza outlet, you can make a contest, asking users to mention all the types of pizza available in a video with a hashtag “#PizzafestivalWithYourBrand,” and you will select at random, a few. This will generate a lot of traffic on that social media platform, even beyond your audience. Since it’s free, as many people as possible will participate, they have nothing to lose. Contests are usually good for awareness campaigns as many people will get to know about the product you sell or the service you render, even if they don’t really care about it. Giveaways can be targeted to a more specific audience to reward their loyalty. It could also help increase the followers of the brand if there already exists a social media page. Although one major drawback of giveaways and contests is that because of its huge reach, it could attract many people who aren’t your target audience, thus giving you a wrong metric to judge success from.

It is important. Of course, your giveaway item should be valuable to attract people to the campaign; if it is not, you risk a huge waste of money and effort.

Use multiple Influencers simultaneously

After your research and you come up with a list of influencers for your campaign, you can use a couple of influencers within the same niche to promote your product at the same time. This strategy works well because of the multiple audiences you can reach at the same time. It is, however, important that despite taking influencers from the same niche, their content must be distinct. Because they are in the same niche, their posts may talk about the same subject matter many times, but the distinct approach of each influencer will get him his own separate followers. Although the followers of different influencers may intersect at some point, uniqueness will ensure that the level of audience repetition is small. When a campaign is run by multiple influencers, it feels like your brand is everywhere at the same time, hence doing a proper job of awareness for you.

Use Influencers who already like your Brand

A good strategy to approach the world of influencer marketing is using influencers who already have a thing for your brand. Collaborating with those influencers makes them an official brand advocate because they will speak in your favor even more, and because they have been doing it slightly before, it won’t seem like a forced plan. The question now is how to find influencers who already make posts about you online. You don’t want to be combing through the entire internet for that, so you can use social monitoring tools like HootSuite or brand watch to see who has been talking about you and what they say about you. Choose one or more, and watch the increased growth your brand will experience.

Use Hashtags

Hashtags are very important in influencer marketing for a couple of reasons. Your hashtag should be so unique that it catches the attention of people when they see it. Apart from the fact that it gives your campaign an online drive, probably hitting trend tables if you are organizing a contest, it gives you an avenue to monitor your influencers if you are using more than one for a campaign. When you search for your hashtag, the results will contain all influencers’ posts, so you can see whose posts are gaining more attention, indicating who is doing something right.

Reviews

Reviews from people, is a very good way to achieve excellent social proof. People love to feed off the experience of others to make decisions, they use this as a means of looking before they leap. A review gives the perfect opportunity for this, and if it comes from a trusted figure like an influencer, even better. Reviews are important for new businesses because your products haven’t really been tested by people, and they may be skeptical about trusting you with their money no matter how great your offer seems. Giving your influencers a few products to test and give honest reviews is a great strategy, as they see exactly everything with the product, and they can capitalize more on the exceptional things your product has to offer that are different from others. This will inspire a number of their audience to try out the product or a firsthand experience of the product, thereby giving you a whole new customer set. I need not emphasize the importance of making unique products because if there is nothing special about your products, it will make the task of selling your brand to an audience a difficult one. It is important to note that when you create review content, it shouldn’t sound too promotional, consumers can smell it a mile away.

Sharing User-Generated Content

User-generated content is a collection of content posted by your audience rather than your influencers or your brand account; because this content does not come from your affiliated account, they are usually very powerful and will probably boost your reliability far better than your own content. Getting your influencers to interact with these posts and bring up some engagements around posts like that is a great strategy at improving social proof. User-generated content is very useful because this content comes from fellow users of the product. Typically, we do not want to miss out on any trend, so properly harnessing these contents will boost your brand’s credibility on social platforms. Hence, positively impacting purchase decisions towards your products.

Adequate Knowledge of the Brand

Any influencer needs to be in the business of promoting you to have deep knowledge about your brand. The influencer would be communicating with a wide audience and may need to clarify or answer questions. The influencer mustn’t assume. Instead, he makes decisions based on facts and figures because one message communicated wrongly can harm the entire campaign. It is imperative to properly lecture them about your brand and products, simulate questions that people may ask to make sure that you are prepared for nearly all scenarios. Information you let out on the internet is almost impossible to retract, so your influencer mustn’t relay the wrong information to your audience.

Co-create content with your Influencers

While you pay influencers to run a campaign for you, it is important that you just don’t leave them to “do their job.” This is a mistake that many businesses make. Although it is important to give the influencers freedom to ensure the best of their creativity for quality content, it is also just as important to work with them to share your ideas to ensure that they are properly handled from start to finish in your campaign. Two good heads, they say, are better than one, so a collaboration between you and your influencer will improve your working relationship and help you develop better strategies.

Competitor Analysis

Check out businesses in your niche, study their influencer strategies, and the type of influencers they employ, identify what works for audiences that your niche pitches to. This helps you avoid ineffective methods and focus on things that will produce maximum results based on the insights you get from your analysis. It also gives you a metric to judge your campaign and know how well you’re doing.

Stay in touch with your Influencers

You must keep the influencers working on your campaign updated about the latest happenings within your company to ensure that they give their audience firsthand updated information, increasing their credibility and getting their audience more attached to them, making your campaign and subsequent campaigns successful. You can offer them incentives and coupons for their audiences to remain in their good books and help you properly connect to their audience. Staying in touch also improves the relationship with the influencers, making it easier to relate with them and even foster better negotiations for future campaigns.

Use Calls to Action

Calls to action are usually one-button command prompts. After sharing your link via your influencers’ posts, you should have some set of phrases, very conspicuous and short. In your link, you can add a command that says, “I want to benefit from a 20% discount bonus”. You want to make it easy for the people from your audience who love your influencer’s posts and want to know more about your company to have a one-click method of doing that, even better if it comes with a discount or coupon code. This can also boost your website authority for search engine optimization.

Respond to Comments

Good customer service is a universal tactic for a business that works every time. If you have a brand social media account on your favorite social platforms. It is important to request tags in posts of the influencers and adequately get your social media manager to respond to a select few. Thank people for positive reviews, promise to render better service to those who have complains – good customer service often make customers attached to your brand. This will keep you in a cordial relationship with your audience and boost your business’ reputation as a trustworthy one.

Product Demos and How-To Tutorials

If you have released a new product for public usage, especially one that could be technical or involving some sort of set up. Making your influencers educate their audiences, especially on platforms like YouTube, can bring about very high engagement. Especially showing special features that they never thought of, or even easier handling methods that are different from the regular method. This is a very useful tactic in the technology and gadgets industry. A video’s title could be “5 things you didn’t know about your Brand Ear buds” would do. Because it’s a video, they can see a live and easily digestible representation of how that equipment or gadget works. Even if it’s not just your product that has these special unknown features, because you have content about it by an online authority, it will shape the decision of many to buy your product. You mustn’t go all out listing how great your product is because most people will get bored with that. It is better to show them content that will intrigue them and draw their attention. The high number of engagements generated from it is a great boost to your online authority.

Pitching Your Brand

After getting a shortlist of influencers you’d like to work with, you need to make great offers that are inspiring to the influencer while meeting your goals and in line with your budget. If you keep making offers to influencers without success, then there is a good chance that you aren’t properly selling yourself. Make the influencers know what your brand has to offer. People who are good with their craft won’t promote you across their channels if you are unclear about your offering because they want to maintain credibility and influence within the social space. It is also possible that your brand has had some negative reviews in time past that makes people skeptical about associating with your brand. This is why you have to pitch your brand properly, with an influencer brief to make them see your offers, expectations, guidelines, performance indicators for judging success, and many other things that the influencer needs to know. If you have had a difficult reputation in the past, the first part of your campaign may be to give out freebies, giveaways, contests and get your name on people’s lips. A human largely have a bias towards recent things, so make your intention and plans to regain your image known, and if you can achieve proper clarity, you would get influencers willing to work with you.

An influencer brief is a set of documents that you send to influencers to pitch your brand after gaining their attention. In this document, you are expected to “brief” the influencer about your project, how you want to partner, your expectations, and the metrics by which you’ll judge success. Disclaimers and clauses are also expected to be part of the brief, as the influencer needs to know his task from the very beginning. This will summarize everything that will be explicitly outlined in the contract; hence clarity is important to avoid confusion and foster a smooth working relationship.

A brief also makes it easy for you to judge a campaign’s performance before even considering analytics. Since you have properly outlined goals, an evaluation will be straightforward as you only have to review your objectives.

What your Influencers’ Brief Should Contain

Basic information about your brand and what you offer should be the first thing in your brief. You must state your values and what you aim to achieve, the products or service you’d like to focus on, and why you are contacting them.
Give the influencer a lowdown of your projected campaign, explicitly describing what success means to you; if they are popular amongst several platforms, be sure to be specific with the platform you’d prefer for the campaign. You should also include the duration of the campaign hashtags you want your campaign to be associated with; if you have one, make sure you let them know if you want your handles tagged and even followed by their audience.
Be sure to indicate your website, links of landing pages you want people to click on, etc.
Give specific information about all details, and while you should give a guideline, you shouldn’t be too rigid, as influencers need a bit of freedom to be at their creative best.
Remuneration type is a very important topic; the influencer should have information on how much he will be paid, what products he will be getting, etc.
Indicate where you want to claim legal access to content, probably for use in other marketing mediums. Reusing content that you don’t have authorship over may cost you some legal fees.

CONCLUSION

Generally, influencer marketing is a lucrative marketing channel due to its direct contact with the audience. It boasts billions of dollars, and it is perfect for increasing revenue and increasing brand awareness if proper strategies are applied. On every successful influencer marketing campaign, an average of 500% ROI can be made.

Influencer marketing utilizes recommendation, the popular word-of-mouth marketing model, which directly convinces people to use a product or service based on other users’ experiences contributing to the huge success of this medium of marketing. So, erase your doubts and get your influencer marketing campaign started. Good luck!

Read Next: Influencer Marketing, SEO, Email Marketing, E-Commerce.

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Visual Marketing Glossary

Account-Based Marketing

Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.

Ad-Ops

Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.

AARRR Funnel

Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.

Affinity Marketing

Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.

Ambush Marketing

As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.

Affiliate Marketing

Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.

Bullseye Framework

The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.

Brand Building

Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.

Brand Dilution

According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset.

Brand Essence Wheel

The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.

Brand Equity

The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.

Brand Positioning

Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.

Business Storytelling

Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.

Content Marketing

Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.

Customer Lifetime Value

One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.

Customer Segmentation

Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.

Developer Marketing

Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.

Digital Marketing Channels

A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.

Field Marketing

Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.

Funnel Marketing

interaction with a brand until they become a paid customer and beyond. Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898. Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.

Go-To-Market Strategy

A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.

Greenwashing

The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.

Grassroots Marketing

Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.

Growth Marketing

Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.

Guerrilla Marketing

Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.

Hunger Marketing

Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.

Integrated Communication

Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.

Inbound Marketing

Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.

Integrated Marketing

Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.

Marketing Mix

The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.

Marketing Myopia

Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.

Marketing Personas

Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.

Meme Marketing

Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.

Microtargeting

Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.

Multi-Channel Marketing

Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.

Multi-Level Marketing

Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.

Net Promoter Score

The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.

Neuromarketing

Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data. Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.

Newsjacking

Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.

Niche Marketing

A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.

Push vs. Pull Marketing

We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.

Real-Time Marketing

Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.

Relationship Marketing

Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.

Reverse Marketing

Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.

Remarketing

Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.

Sensory Marketing

Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.

Services Marketing

Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.

Sustainable Marketing

Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.

Word-of-Mouth Marketing

Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.

360 Marketing

360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.

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