How to find the right Influencers for your Business

February 15, 2019

Influencer marketing has become one of the most effective ways to get a brand noticed. According to studies, influencer marketing is 11 times more effective than other traditional digital marketing channels. 94% of marketers who have invested in this strategy find it very effective in meeting the objectives or goals of the brand.

Through influencer marketing, customers purchase products that have been recommended by people they can trust. The conversion rate is much higher in such cases when a product is recommended by a person with a significant identity in the social media circle.

In this new social paradigm, the concept of brands partnering with bloggers and influencers with a large and loyal follower base on social media channels like Instagram is popularly known as “Influencer Marketing”. It is based on the premise of looking for influencers in a particular niche to create and distribute original and relevant content and share it in an authentic and transparent manner.

These influencers produce niche-based content in specialized areas which makes them more knowledgeable about social media and how to create engaging content on social media. There are a number of bloggers especially on Instagram who publish content on beauty products, parenting, books, fashion, lifestyle and more.

Below are 5 things to look out for while identifying the correct influencers for a brand:

Brand alignment

A brand should be particular about the specific messaging and positioning that is to be used in the promotion. The influencer partner should be provided with a relevant brief and mood board so that he/she gets an idea of the brand’s specific expectations from messaging or promotion.

Engagement

Engagement portrays the likelihood of a target consumer to act on the message or information by the influencer. An influencer or blogger should have the potential to invite a high percentage of comments, shares, discussions and likes on their posts, proportionate to their follower count.

A recommendation from such influencers will have a higher impact on the target audience. How much the audience engages and how often they return with queries, indicates how successful and meaningful the influencer campaign is.

Endorsement frequency

Influencers often need to do multiple brand postings in order for a customer to click and check out the said brand. Therefore when an influencer endorses products and posts high-quality content multiple times on a daily basis, visitors are more likely to return, save posts and share. Bloggers who do not post regularly tend to have less number of return visitors and less loyal followers.

Follower reach

Knowing the profile type of followers may sometimes be useful in filtering low ROI influencers. Traffic and followers are meaningful if the influencer is reaching the brand’s target audience. For instance, for a manufacturer of a hotel chain, a travel blogger with a small follower base will be more effective than a food blogger with one lakh unique monthly users.

Authenticity

People perceive influencers with less number of sponsored posts to be more genuine, authentic and trustworthy. Stories that include a genuine mention of a particular product, brand or service seem more authentic than direct product reviews. The authenticity of an influencer is important because the reputation of the brand lies with the influencer when he/she is endorsing their product or service.

Also, chances are that the follower base of an authentic influencer is more dedicated and loyal and looks up to the influencer for honest opinions and useful advice.

Engaging and compelling stories receive a decent number of shares and comments. For example, a health brand may engage an influencer to create a post about things that would help people to stay motivated and live a healthy life. The audience is highly engaged with this kind of content, it is authentic for the blogger and it engages relevant conversation among a large audience.

For influencer marketing, though follower count is the most important metric required to assess the quality of the social media account, it is not the only thing. The above-mentioned points play a vital role in choosing the correct influencers to market a brand.

Whatever the niche may be, brands can engage with influencers and bloggers to create and publish relevant, authentic content that the target audience expects while associating the brand with the published content.

To know more about influencer marketing, leave us a message below and we will get back to you.


Influencer Marketing – The Key To Brand Popularity

December 27, 2017

“Influence will lead marketing efforts by 2020. It’s the most effective form of advertising there is, and when coupled with a solid contest strategy, no TV or FB ad buy can even  compare.” – Ted Coine.

Imagine a situation where a popular blogger is flaunting her brand new designer outfit on Instagram, using a quirky hashtag. Now think of a TV commercial, advertising the same outfit. Which one do you think will grab more attention? At a time when TV ads have become more like a background noise, the answer is obvious – it is the former.

Influencer Marketing is all about influencing the right kind of target audience in a subtle yet impactful way by letting well-known influencers talk about your brand on various social media platforms or otherwise. An influencer is someone who has a set number of loyal followers and can persuade people with their opinions and actions. He/She can be a blogger, social activist, politician, film star, comedian, cricketer etc.

WHY INFLUENCER MARKETING?   

A recent study revealed 84% marketers plan on executing at least one influencer marketing campaign for their brand during the next 12 months. Know why your brand needs this form of marketing below:    

1. It Establishes Credibility

influencer marketing campaign

An influencer promoting and amplifying your message, your brand, to their audience means credibility, it means additional reach and it means you get an outsized modifier to the conversion process- Rand Fishkin.

Influencer Marketing not only builds credibility but also increases your brand’s authenticity. People believe what they hear and especially if it is coming from someone whom they can rely  upon. Influencers give your brand authenticity because they have certain credibility attached to themselves which they bring to the brand they endorse. These influencers are generally known to give honest opinions and as a result build trust among audiences. It is therefore a more credible source of advertising because it involves personal opinions.                                

Take a look at how Rebook used Influencer Marketing to build trust among audiences:

influencer promoting

To strengthen its brand tagline, #FitnessIsForEveryone, Reebok India teamed up with Chetan Bhagat, an influential writer, to promote its campaign ‘Reboot 100’ – a 100-day transformation challenge with a diet and fitness plan designed for Bhagat. This campaign was a hit as instead of a quintessential model or a movie star, they chose a writer to undergo the transformation.

2. It Targets The Right Kind Of Audiences:

Before you start any business, you need to get your target audience down pat. Who do you want to serve? Who will your product/service benefit the most? Don’t worry about the rest.”- Kevin J.Donaldson.

No matter how creatively you market your brand, if it’s not targeted to the appropriate audience, all your efforts will go in vain. Influencer Marketing plays a very important role as these influencers are experts in niche fields and have a unique set of followers.

For example, a well-known fashion designer will have a completely different set of followers than a food blogger. Therefore, it is important to hire the right kind of influencers to promote your brand.

Here is how Amazon used appropriate influencers to reach the right people:

target audience

To increase Kindle Paperwhite sales, Amazon India carried out a campaign called #CrazyForReading in which they featured two of India’s bestselling authors – Amish Tripathi

and Ashwin Sanghi who talked about how Kindle helped them fulfil their love of reading.

It was a clever marketing strategy to choose two renowned authors as it expanded the brand’s reach by targeting the right kind of audience.

3. IT HELPS THE BRAND’s SEO    

“A Search Engine can determine who shall live and who shall die”- Mark Goodman.  

For your brand to be in the limelight, its search ranking plays a very important role. Influencer Marketing will definitely increase your brand’s SEO ranking as influencers create intriguing content and promote it on various social media platforms. This increases your brand’s user engagement signals, traffic and visibility.

Influencer marketing not only helps in building backlinks through content-driven campaigns but also increases brand awareness.

Consumers trust recommendations from influencers more than any other type of branded content. For example, if a brand offering tech products like mobiles and laptops hires a famous tech blogger to promote it on different social media platforms, chances are high that the brand’s visibility will improve drastically.        

Instead of spending excessively on commercial ads, let real people voice their opinions on your brand/ products. Influencer marketing spreads the word about your brand not just cost-effectively, but also optimally to the right audience. It not only results in twice the sales of paid advertising but also has a 37% higher retention rate among audiences. To know more about influencer marketing and how it can help you reach out to the right audience, leave us a message and we will get back to you.