Today, the Internet is a go-to-place for Generation Z consumers and millennials alike. Tapping into this market is like hitting the mother lode itself. As easy as it may seem, building connections on social media is getting pretty challenging, day to day.
According to the modern day digital marketing guru, Seth Godin, consumers are more interested in interacting with vendors that aim for good public relations and have magical stories to live by.
The Internet might indeed be considered a modern-day fairy-tale. From villainous web-crawlers and bots to ad-blockers and media fasting techniques as your knights in shining armor – getting towards your destination might seem pretty nerve-wracking and challenging.
From a market tapped with thousands of similar vendors, there is an ever-growing requirement to escape baseless advertising and gimmicks in order to come across the one you’re comfortable doing business with.
However, in this modern era fueled with cookies for candy, who do you trust and how do you emerge to the future of digital landscape without any hindrances? Well, let’s take a look at influencer marketing, shall we?
Influencer Marketing – The Next Big Thing in Digital Marketing
The niche of advertising is collapsing – approximately 1% of millennials are interested in your brand’s advertisements without testimonials while a rough 33% require product reviews and endorsements to make a purchase. Approximately 40% of customers tend to buy a specific brand’s products online after they’ve seen it being used by a modern day ‘influencer’.
They consider this to be more empowering and for some reason, more trustworthy. People need a voice to rely on, and approximately 71% of influencers believe that the road to success is not only in the arms of an authentic product but also within a core marketing strategy coupled with interaction and influence.
In layman terms, influencer marketing is tapping onto the market and outreach of a positive – global or local – entity on social media for your brand’s endorsement, recognition, and awareness. If you care for the digital marketing lingo, then influencer marketing aims to initially target a social media influencer that not only has a huge following interface on various digital channels but also has the power to build connections with a strong voice online.
The sole aim here is to capitalize on the influencer’s market in order to exhaustively promote a certain brand’s product for the company’s growth and reputation
According to Anja Skrba of First Guide, influencer marketing tends to help people connect by influencing them around the market potential of a certain brand. The sole aim of influencer marketing is to help people relate to and connect with the experiences of a strong social media persona/influencer. It is reported that there is approximately a turnout of $7.65 (650%) return in median earnings for every dollar that marketers invest in influencer marketing.
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Influencer Marketing Strategies – Building Brand Identity
In order to get a glimpse of influencer marketing, let’s tap into the core content curating strategies by taking the following five campaigns into consideration.
Hosting giveaways is perhaps the easiest B2B way to generate sales and positive brand growth on an influencer’s social media channel. Usually, giveaways are sponsored by brands that are either launching a new product or perhaps a gimmick on their official page.
It is a collaboration between an influencer and a brand or a chain of influencers with a corresponding number of brands for recognition and awareness. Giveaways work both ways – not only do they prove to be successful for a brand but also for the influencer as well.
For instance, by hosting a giveaway on a social media channel, an influencer will usually ask their followers to like or retweet and comment below the posted content for participation. Users will share their information and involve more people to take part in the giveaway hosted by the influencer which ultimately increases their following up a notch.
Since more people will be taking part in the contest, the brand will reach out to a greater following interface, and promote its product and build its reputation on a larger scale.
Affiliate marketing is a helpful influencer marketing strategy that aims to benefit both the mutual grounds of a brand and an influencer. Affiliate marketing aims to target influencers by offering them a certain commission on every purchase that is redirected from their account due to their influence.
It requires an influencer to promote a certain brand’s product which might either have an onsite purchase link or perhaps an embedded link that redirects the leads to the company’s website.
With every purchase made by a customer, the influencer receives a commission which not only encourages him to continue the promotion of the product but also allows the brand to leverage its demands proactively.
Another way to conduct affiliate marketing is to provide discount codes or coupons to influencers so that they can share it with the promoted content in order to leverage more sales. Affiliate marketing can also branch into a long-term opportunity for influencers where brands can hire them as brand ambassadors to permanently endorse their campaigns on their social media channels.
Social Media Mention and PR Opportunity
Both the markets are pretty risky as compared to the longevity provided by a sponsored podcast, video content or blog. Social media mentions are basically massive PR opportunities that not only require a gathering of a certain number of influencers but also a strategy for leveraging content proactively.
In order to gain attention through a PR opportunity, most brands hold gatherings of influencers at events or simply send their products to them before releasing them out into the public.
Through this strategy, the influencers are invited to talk about and promote a certain product through positive reviews and endorsements. They are allotted certain gimmicks to follow, such as a hashtag on social media so that they can trend the product and create awareness for the brand.
Guest-posting is a mind-blowing strategy to capitalize on promotional content that is beneficial for the readers or viewers in more ways than one. To create a podcast or video for a guest blog, you may do it yourself or use Designrr.io or hire a creative team for immediate and effective production of content.
Most influencers create content that is specifically aimed to build interest in the promotion of a certain product. Influencers are experts at curating content that is not only readable but also likable and shareable. Their websites are lucrative and reach a higher number of people with just the right words.
By incorporating enthusiasm in their posts, influencers tend to divert the attention of their readers by allowing them to take a look at the mentioned websites by simply clicking at several backlinks and embedded links within the post.
Social Media Takeover
Social media takeover is quite popular on YouTube and Instagram where a brand invites an influencer to make use of their digital platform for a certain number of hours for their interests.
Influencers tend to cross-promote the brand with their personal accounts so that the following on both of the accounts gets mutually transferred across the channels. Usually, influencers tend to share their journey on a brand’s website which paves way for user-engagement.
By assisting a takeover, you don’t necessarily have to hand over all of your account details to an influencer. You can simply ask them to leverage content to you on a daily basis for a certain number of paid days and ask your social media team to post them when the digital algorithms are in favor of massive interaction.
Apart from the aforementioned influencer marketing techniques, a brand can also work with an influencer by launching an exclusive product in collaboration. With a lifelong product to an influencer’s name, you will get to build an exhaustive and permanent relationship with their followers.
Most fashion and beauty brands collaborate with influencers and models to launch a line that corresponds to their interests and indulge themselves in a campaign built on life-long trust, PR relations, and connections.