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What is influencer marketing?

Learn everything about influencer marketing, including how it works and its future

Influencer marketing involves paying social media personalities to endorse your product or brand. Choose someone knowledgeable about your niche to make the endorsement more trustworthy. Read on to learn more about influencer marketing.

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Brief Summary

Glossary

Influencer marketing is getting people with a lot of followers on social media to promote your products or services. By partnering with influencers, you can reach a wider audience and increase sales.

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How does influencer marketing work?

Collaborating with influencers is similar to other marketing ventures, like an email marketing campaign. You need to do a lot of planning before committing to a campaign. Read below the most crucial steps.

1. Define success

The first step is the same as any marketing campaign. What do you want to achieve? You may wish to sell a product or get more traffic on your website. Answer this question is critical. Once you have an answer, you can start designing a strategy to reach your goal.

2. Conduct market research

Understand the people to whom you wish to sell. Most importantly, learn about their content consumption habits and which influencers they follow. Conducting market research is important for this process.

3. Determine your strategy

There are many different content types you may wish to pursue. You can ask an influencer to write an article about your brand on their website. You may ask for a video showcasing your product on YouTube or Instagram. Decide which format best showcases your product to its target audience.

4. Choose the right person

Now that you know the content type you wish to pursue and the goals you want to meet, it’s time to choose an influencer who meets these criteria. 

5. Contact them

Influencers can receive offers from multiple brands and don’t have time to work with them all. So, you need to stand out. In your email, highlight what makes your product unique and why that person is the perfect match to promote it. Learning how to start an email is critical.

You can typically find their email in the profile’s descriptions. You can also try to send them a direct message if they use a platform like Instagram or Twitter. The rules for creating an impactful proposal still apply.

6.  Follow the law

Honesty and transparency pay dividends. Working with influencers is still marketing. So, you must follow some laws to avoid legal repercussions for false advertising. Check the laws in your country concerning this topic to prevent unpleasant surprises.

What’s the difference between affiliate and influencer marketing?

Affiliate marketers help you promote a product in exchange for a commission for each sale they generate. Influencer marketing is more flexible. For example, you can pay a flat rate for the campaign or gift them a supply of your product.

Finding a payment that satisfies both parties can involve some negotiation, so remaining flexible is critical. You should also create a few alternative proposals if your first fails to impress the influencer.

What’s the future of influencer marketing?

Influencer marketing is in constant mutation as it changes with the rest of the online world. But there are some predictions we can make about how it’s going to continue evolving.

Super niche

More content niches will appear as online media evolves. This situation helps you find a target audience that resonates better with your product.

The growth of micro-influencers

Not every influencer needs to have millions of followers. Think of quality, not quantity. A small influencer with a loyal fanbase can be tremendously valuable to your marketing efforts. And as the media creation landscape continues to create more niches, these micro-influencers will become even more influential.

Focus on the offline world

Actions speak louder than words. Influencer marketing will move more toward online celebrities trying out products instead of merely talking about them. Embrace this trend. When contacting an influencer with a proposal, propose something that involves them using the product.

Continuous growth

Influencer marketing is on the rise. So is the amount of social influence these online celebrities exert. That said, it’s a great moment to start investing in this marketing type.

What’s the ROI of influencer marketing?

Influencer marketing is one of the most efficient online marketing tools. According to a study, it gives you $5.20 per dollar invested, making an ROI eleven times higher than banner ads. 

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