How To Work With Influencers As An Online Marketing Company
With the unprecedented rise of social media, you have had many unexpected results. For example, social media has completely changed the face of online marketing. Today, an online marketing company cannot even think about an overall marketing campaign, without including social media.
Due to this rise in prominence, social media has also given rise to many subsets of marketing tactics. The prime example of which is Influencer Marketing.
What Role Do Influencers Play For An Online Marketing Company?
If we breakdown Influencer Marketing, then it is all about an individual who has by some means amassed an audience. Therefore, the people who have built these audiences have some ‘influence’ over them, thus the term Influencers.
Now a question may pop up to even the best digital marketing agency. Why would I go for some random person on the internet, rather than a known celebrity? The following three reasons tell you why.
- Influencers come in all engagement sizes from micro to macro.
- Influencers are relatively easier and more affordable to work with.
- In some cases, Influencers have a higher engagement & conversion rate due to their niche audience.
An experienced online marketing company would understand the opportunity of Influencers. If used correctly, Influencer Marketing can ease the building of a brand’s online credibility & presence.
Tips For An Online Marketing Company For Working With Influencers
Unlike other online marketing techniques, Influencer marketing is not about calibrating tools, consoles, analytics, etc. An online marketing company cannot have a robotic approach to Influencer marketing.
Therefore, the following tips are curated by us to help you create more effective and efficient influencer marketing campaigns:
#1 Trust Is Fundamental
Trust is an essential aspect of any successful business partnership. This statement is no different for a partnership between a brand and an influencer. A business needs an Influencer who can inject life into their vision, while an Influencer needs a business that adds value to their professional lives.
Both parties in this arrangement need to have faith in each other. An online marketing company needs to act as a bridge between businesses and Influencers. A business takes a huge risk when partnering with an Influencer as it can have unwanted altercations.
To build trust, an online reputation buildup company must give ample creative space to the influencer. All creative decisions taken must be a collaborative effort for the business and influencer.
#2 Predefine Your Goal & Direction
An Influencer marketing campaign is not like a PPC or SEM campaign. Because it has a human being at its core, you cannot calibrate the campaign after it goes live. An online marketing company needs to give an Influencer organic time to ‘influence’ his/her audience. As a result, an Influencer marketing campaign needs direction or it risks getting lost.
It is paramount that a business boils down a direction and selects its goals for an Influencer. Therefore, the task of keeping track of a campaign’s success or failure becomes easier and more predictable.
A business and an Influencer must come to a mutual understanding on many things. For example, a business may put up requirements that the Influencer needs to fulfill, like legal restrictions, preferred hashtags, product portrayal, etc.
#3 Think Long-Term
Influencers share a living bond with their audience. As a result, cultivating a long term partnership with good influencers can double your growth. A transactional type relationship might be better in the short term, but will end up hurting the bottom lines in the future.
Selecting, ideating, planning, and executing an Influencer campaign is tough work. Every time you get a new Influencer onboard, an online marketing company would have to repeat a long and tedious process.
But remember, thinking long term doesn’t just include building everlasting partnerships. It also includes contingencies to tackle any fallout between a business and an Influencer.
#4 Platform Selection Is Important
Even though influencers are the crux in an Influencer marketing campaign, the platforms they operate out of, are also important. For example, all major social media platforms like Facebook, Instagram, Twitter, Snapchat, TikTok, etc. all have different rules and regulations. All these platforms have different demographics, algorithmic tendencies, and social norms.
An online marketing company needs to devote considerable research to find the best platform for business. A business that is looking to engage career professionals will get a lot more leads from LinkedIn compared to TikTok. Therefore, it is crucial to understand that a good platform is extremely important for good influence.
Working with an Influencer can be tricky and cumbersome. As a result, many businesses are scared away from this tremendous marketing opportunity. A good online marketing company takes the lead and solves such problems for businesses.
Good Influencer marketing can propel a business’s brand popularity and credibility to new heights. Therefore a business that wants to leverage Influencers must partner with a skilled online reputation buildup company to succeed.