What is Influencer Marketing
Influencer marketing focuses on targeting key social media leaders, or ‘influencers’, to help drive brand message and awareness to a specific market of consumers. But, influencers can come at a cost – the more followers they have, the more money they can charge for promoting your product - so is influencer marketing cost-effective for smaller businesses (SME’s)?
For a small – medium-sized business, it can be difficult to create a relationship with your audience that promotes you as trustworthy and credible. This is a struggle for many brands, but IM can solve this. Influencer marketing utilises the already-established audience of the influencer.
Influencers are brilliant at building a relationship with their viewers to the point where they become part of a family. So, giving the influencer creative control means the advert comes across as organically as possible. Not only does this save time for you, but also ensures engaging, appropriate content that is almost certain to be a hit with the audience whilst adding to engagement and sales. This also means your company doesn’t require a large marketing team, making it cost-effective for small businesses.
A useful benefit of influencer marketing is that influencers can not only advertise to the consumer, but they can also advertise to businesses. The influencer becomes the middleman between the business (you) and the business owners that are being targeted.
As mentioned, working with influencers can be expensive and this is an issue if you’re not getting the desired results. It’s difficult to measure results from IM, so it’s risky to put thousands of pounds into a marketing technique that isn’t necessarily working for you.
Influencer marketing tactics
Some of the most successful UK brands that use influencer marketing include Boohoo, McDonalds and Disney UK. These brands use similar techniques across their social media platforms and these seemingly small tactics can do the world of good
Often, audiences do not like feeling as though the influencer is making an ad purely for the money, so ads are often berated. But, creating an organic ad can help combat this.
Contests and giveaways
These are always a handy way of encouraging post engagement as audiences are often happy to comment/like a post if they believe they will get something for free.
If an influencer offers a promotion code to get discounts for a brand’s product or service, this often prompts a customer to buy as they believe they are getting a great deal, rather than being targeted.
Marketing, as you know, is all about improving engagement. So, using hashtags creates a wider audience for your posts, especially as ‘Instagramers’ can now follow a certain hashtag. Ideally, if your post begins to trend on Twitter, So many people will see it that you won’t know where to start with all your new customers.