August 12, 2016

Increasing social media reach with influencers

Sometimes traditional advertising doesn’t work, and that’s okay. Sometimes your social media strategy just needs some help, and that’s also okay.

This gap between advertising and organic growth is where influencers fit in to your digital marketing strategy.

An influencer is someone who has the power to affect others’ desires. Ten years ago when blogs were an emerging platform, this is where you could find them. Today these influential individuals who are well connected and looked to for advice, direction, knowledge and opinions operate from social media.

Screenshot of Jason Charleshill's Instagram Account

Who are influencers?

Influencers are not celebrities. Nor are they merely your friends telling you to buy a certain car or lipstick.

Influencers are famous for being online. Celebrities are online because they’re famous. See the difference?

Influencers can be found through high amounts of social media followers.

Follower counts on social media are really important for influencers. This is where your brand can find out how popular they actually are and how much their audience is engaged with their posts.

Gone are the days of receiving reach estimates with traditional advertising.

Depending on the size of your business, you’re looking for influencers with a minimum of 10,000 Instagram followers who are getting engagement metrics of 2-3%.

Screenshot of What The Teacher Wears Instagram account

Why are influencers important?

Couldn’t you keep promoting your own business, saying how amazing you are? You could, but that wouldn’t be nearly as effective as influencer marketing.

You audience doesn’t want to hear about how great you are. They want to hear about how great those they follow on social think you are.

Influencer marketing is perfect for the organic growth of your brand. It allows you to directly engage with captive audiences, which means you don’t have to pay for advertising.

Influencers also allow you to target a niche. From cars to makeup to travel and wellbeing, there are people constantly posting about your industry. Find someone who’s influential in your field and you’ll reach engaged audiences looking for your product.

Screenshot of Hello Emilie Blog
Hello Emilie promotes products in her own aesthetic, but ensures traffic goes to the brand she’s influencing

Organic growth

This organic growth is somewhat imperative to your business. It’s the new form of word of mouth.

Word of mouth has often been heralded as the most trusted form of advertising by consumers, particularly in the South-East Asian market.

In our age of constant communication, this no longer looks like celebrity TV endorsements or using the products your friends tell you about. This is now social media focused.

Influencers allow you to connect with consumers on a new level as they amplify your social reach.

Seventy four percent of consumers are now relying on social media to influence their purchasing decisions.

Audiences follow influencers because they like their content. They feel connected with them. Use this connection to drive traffic to your own social accounts and your website.

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How to find influencers

Finding influencers can be as simple as searching through social media to find those who have high follower and engagement counts.

If you’re really stuck for ideas, look at who similar businesses are partnering with. This can be a good starting point as you get an understanding of what successful influencer campaigns look like.

During your research, keep a spreadsheet of their name, follower counts, how they align with your brand and what you’re willing to offer them in exchange for their posts about you. The below is a good example.

Screenshot of Gypsealust's Instagram account

Will they share your content?

Influencers will post about your brand in whatever way you negotiate it to happen. Make sure that when choosing an influencer you are choosing someone who aligns with your brand. You don’t want to choose an environmentalist to promote your new top-of-the-range car. Know your brand’s voice and find someone who aligns with this.

Remember that influencers have their own brand to maintain. They won’t sabotage their own brand to continually post about how amazing you are. If you’re wanting an Instagram influencer, make sure that the aesthetics of their account align with what you want posted.

Let them have some control with what they post because they know their audience.

At the end of the day they want their social media and blog posts to do well, so they’re going to make sure you get the engagement you’re paying for. They also need content to post about, so don’t be afraid to approach an influencer with a strategy as they may be keen to partner with you.

Do you have a product or service you think the world should know about? Contact us today to see how we can develop an influencer strategy for your brand.

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