Influencer marketing, one of the most powerful marketing tactics these days. A lot of companies, like Nike and Adidas work with big influencers to get their products in front of the right people. Influencer marketing is extremely powerful because it helps companies to reach the right people with a softer message than when they advertise. On top of this is working with influencers often less expensive than big advertising campaigns to reach the same amount of people.
A lot of businesses see the value of influencer marketing but find it hard to get in contact with big influencers or find the investment too high for their business. The big misunderstanding is that influencer marketing only works with influencers who have a high number of followers. In the Social Media world, we all seem to think that a high number of followers means success. I disagree with this, influencer marketing only works if the influencer is trusted by their followers. And a lot of businesses will see better results when they work with an influencer who has fewer followers but is trusted by a niche group of people.
Big influencers often have so many followers that 70% of those followers are not relevant for your business. This might be because of demographic factors such as location, age or income. But also interest can be very blended in the follower base of big influencers. Smaller influencers often do fit the criteria of demographic factors or interest. Let’s take a hairdresser as an example, a hairdresser in Dublin doesn’t want to reach people in Barcelona, those people will never fly over to get their hair done! This hairdresser wants to reach people in Dublin with a specific interest and age. For this Irish hairdresser, a smaller influencer with a follower base in Dublin is much more valuable than a big influencer with a global reach.
If you want to work with social media influencers for your business it is important to think about the following things:
- What is the goal of working with influencers?
- Who do you want to reach, make persona’s
- What’s the value of reaching people via influencers?
- What does success mean when you work with influencers?
It is important to keep in mind that working with influencers only works if you have a good strategy in place. Influencer marketing is popular but this doesn’t mean that it will work for your business. Very often influencer marketing is part of an integrated digital marketing campaign and not a tactic on itself. Yes, it may sound easy and cheap but without a strategy and a way to measure results, influencer marketing never works for your business.
Do you think about working with social influencers? An easy way to find local influencers is to search on the different social media channels based on location. Reach out to potential influencers and find out how you can help each other to be successful. Smaller influencers often like to work together with businesses because it helps them to grow their community as well.
Are you ready to find your influencers?
With love, from Dublin…