Influencer marketing has become one of the foundations for brands that are looking to attract more customers. Nowadays, people are more likely to trust celebrities and other personalities online rather than corporations. It is one of the primary reasons why some influencers have such great careers without seemingly putting real effort into their work.
Well, if someone has a few hundred thousand or even more followers, it means that they are doing something right. And so long as a brand can benefit from an influencer, it should jump at an opportunity to collaborate.
On the surface, influencer marketing might seem like a simple idea, but the reality is quite different. There are certain things that brands need to accomplish and confirm to succeed.
Send Them Gifts
It is unlikely that A-tier influencers will work with a newcomer brand. You need to surprise them and offer benefits that they might not get from other brands. Simple gifts, such as custom coffee mugs, hoodies, or t-shirts, might be the difference-maker between starting a relationship with an influencer and looking for other opportunities.
These gifts might not seem like that big of a deal, but they are a nice gesture to prove that you are serious about collaborating. And remember that first impressions matter a lot when it comes to business partnerships.
Stick to Multiple Influencers
In 2021, over 2.14 billion people globally are expected to make purchases online, and influencer marketing is relatively new, albeit a somewhat significant force behind these numbers.
If a brand collaborates with multiple influencers, it will have higher odds of succeeding in its respective industry, particularly when there is a lot of competition.
Other brands are likely doing their best to work with the best influencers around, and falling behind them would mean losing potential profits.
The number of influencers you can work with depends on your budget. Nevertheless, you should still do your best to persuade influencers to join your side rather than your competitors.
Try Micro-Influencer Marketing
In case you are struggling to find common ground with top influencers, forget about them and shift your focus toward micro-influencers.
You may be reluctant to collaborate with micro-influencers because they do not have that many followers. However, the numbers do not tell the whole story. An influencer with 50k followers could be more valuable than an influencer with 500k.
It all comes down to engagement rate. If a micro-influencer has better overall engagement numbers, he is a better option. Besides, influencers with fewer followers will charge lower rates.
Make Sure You Share Demographics and Goals
While engagement rates and follower numbers are important criteria, you need to make sure that influencers you want to work with have relevant demographics. Collaborating with someone whose audience consists of vegans would make no sense if you are promoting meat products.
Once you strike a partnership, set goals for both you and an influencer. Sharing similar or even identical goals will help with motivation, particularly if these goals are realistic and accomplishable. Crossing one goal off a list shows progress and urges both the brand and the influencer to move forward.
Maintain Good Relationships
Once you establish relationships with influencers and are happy with how things are going, be sure to maintain these relationships. Otherwise, you might regret it because collaborations with influencers should be a long-term strategy that will benefit your brand.
Finding good influencers is not that easy, so do not miss out on those you find reliable. Stay in touch, send them small gifts, and look for new opportunities to publish content.
Experiment With Content
Speaking of influencer content, it is recommended to try different variants to see what works and what does not. A simple shoutout post might be more effective than a blog post, but you should not rely just on this type of content.
Look at what other brands are up to when they are collaborating with influencers. Take some of their ideas and add your own twist for some originality. Once you figure out a method that is worth trying, get in touch with your influencers and discuss whether it is possible and whether they would be on board.
Focus on Quality
Quality in influencer marketing should be one of your priorities. Do not expect to see great results if all you do is ask influencers to give your business a shoutout on their next Facebook or Instagram post.
No, in addition to trying new content ideas, you should also focus on quality over quantity. Otherwise, the campaign will look too spammy and will not bring the desired results.