Influencer marketing has become a widely used resource for all types of companies. The development of digital communication has allowed this type of advertising to succeed among a large number of companies.
You can find all kinds of influencer marketing strategies, as the digital landscape allows you to innovate and make your campaigns as flexible as possible. Even so, here are the keys to success with an influencer marketing strategy.
What is influencer marketing?
Influencer marketing is a technique based on determining opinion leaders who are capable of helping a brand to connect more organically and spontaneously with its target audience.
With this type of strategy, a greater credibility of the message is achieved and the connection between the brand and the buyers is increased. In addition, this type of marketing allows to generate more experiences with the brand, achieving a more natural and less rigid relationship with the customer.
Influencer marketing is mostly used for products, services, brands or event launches and promotions.
How to do influencer marketing
As revolutionary as it may seem, this technique is by no means new, as word-of-mouth marketing is one of the oldest strategies we know.
Influencer Marketing is nothing more than “word-of-mouth” gone digital. By recommending a product, brand or service to the maximum number of people and to make it reach the target audience.
The key to implementing this strategy is to find the perfect person to communicate a brand, get it noticed and succeed. This person or group of people must be able to connect in the most fluid and natural way possible with the brand’s target, having an influential and respected role within the community. The selection of the ambassador should be a very important step, as they will be one of the most visible faces of your brand for the duration of the campaign.
Influencer Campaigns
Influencers, ambassadors or opinion leaders are those who have the ability to influence within a community. Depending on the community, the community will have one type of ambassador or another: it could be a senior manager, a reality show contestant or a Nobel Prize winner.
When carrying out a campaign with influencers, we can find three types of agreements:
- Swap: the brand gives something in exchange for a publication.
- Payment for an online action: the brand offers a payment in exchange for communicating a specific event.
- Payment for image: the brand uses the image and channels of an influencer, creating different actions in exchange for payment.
Influencer marketing Strategy
When we decide to use this marketing strategy, we must take into account the following aspects in order to implement it:
- Choosing the right influencers
- Develop relationships rather than campaigns
- Quote and tag – Get engagement: Our brand and the name of the chosen ambassador should always appear as close together as possible. In the case of Social Media, both should be quoted in order to be shared and achieve a good reach.
- Measure: We must take into account the data and the results obtained with this strategy, as they will be the basis for making decisions and choosing which paths to follow and which not to follow.
- Listen actively: It is important to know what is being said about our brand to check whether the message we are trying to convey is getting through to our target audience
There is no doubt that influencer marketing is a strategy that has worked all our lives and thanks to digital development, we can make the most of it. What about you? What do you think of this new trend that is revolutionising marketing?
