Over the past few years, there has been a growing popularity in the use of influencers to market products and brands. In fact, this form of marketing is so prevalent that it has been predicted to grow to a $10 billion industry in the next five years. This continuous growth suggests that you should start integrate influencer marketing with your digital marketing strategy. There are plenty of ways to do this and a range of ways you can benefit from it.
Why Implement Influencer Marketing to Digital Marketing Strategy
Influencers should now form a crucial part of your Digital Marketing Strategy. It’s not just because all your competitors are doing. Check out the various ways you can benefit from influencer marketing according to a recent poll by Tomoson:
#1. It Helps You Attract Better Customers
The poll suggests that 51% of marketers believe influencer marketing is a way to attract a higher quality of customers. This could be because of the tendency of social media users to spend more money and spread the words to their friends and family.
#2. It’s Taking Over Organic Search
According to marketers, influencer marketing is the fastest growing channel for customer acquisition. 22% has rated it as the best way to acquire new customers. It has surpassed other methods like organic search, email, and paid search.
#3. It Yields Strong ROI
Perhaps one of the most important reasons to use influencer marketing is the high ROI. The study has found that for every $1 a business spends on influencer marketing, it receives $6.50. In fact, the top 13% of businesses are earning more than $20 for each $1.
#4. It’s The Most Cost-effective Channel
If you have to effectively market your brand or products on a budget, influencer marketing is your best bet. Along with email, it has been found to be the most cost-effective method of acquiring new customers.
These data-driven benefits of influencer marketing clearly show how important it is that you start using it. In addition to the facts mentioned here, you can also experience other benefits such as increased brand visibility and increased customer loyalty.
Ideas For Creating An Influencer-Backed Digital Marketing Strategy
There isn’t one fool-proof way to launch an influencer marketing campaign. What’s effective for you will depend on the type of business you have and the type of audience you’re reaching out to. Let’s show you some ways you can work with influencers, so you can get a brief idea about which one would be best for you:
#1. Host Competitions and Giveaways
You can easily raise brand awareness and gain more exposure by collaborating with influencers to host contests or giveaways. This will expose your brand to the influencers’ followers, who can be your potential customers. Competitions and giveaways are also a great way to get everyone involved, helping you boost brand engagement.
While competitions and giveaways can be an effective influencer marketing campaign, there may be some laws and regulations regarding them. This could range from what exactly defines a contest and the legal considerations for each social media platform. Make sure you read up on the legal considerations of social media contests before you get started with your campaign.
#2. Social Media Mentions
You can’t think about influencers without thinking social media platforms. Powerful influencers have a huge social media following, which means that even a simple thing like a mention could earn you plenty of exposure. However, most influencers only talk about brands and products that they genuinely love. So it would be best to begin by building a relationship with them.
You could use an influencer email outreach to connect with influencers. Here’s a basic template to give you a brief idea of how you can pull it off:
My name is (…) from (…). I wanted to reach out to you because our brand would love to collaborate with you. Your recent post about (…) really struck the cord with me. And I was wondering if you’d be interested in checking out our (product + benefits).
We’d be thrilled to be featured on your (social media platform)if you feel it’s a good fit. We’d also love to hear your thoughts on it.
Email me anytime to discuss it further.
Hope to hear from you soon.
#3. Make Use Of Affiliate Marketing and Discount Codes
If you’re specifically aiming towards driving sales using influencer marketing, structure your campaign to incentivize both the influencer and the customers. This would involve using an exclusive discount code to encourage customers to make a purchase. Additionally, you will need to provide your influencers with affiliate links so they can really get behind the product or service.
Affiliate links refer to the unique URL which will include the affiliate’s I.D. or username. In this case, the affiliate is the influencer. This unique URL will help you attribute sales directly to each influencer and then provide them with commissions from each sale based on your affiliate agreement. This method is highly recommended as it’s easier for you to track the influencer’s activity and contribution to your campaign. Here’s an example from collaboration between Aeon Collection and Lauren Curtis.
#4. Involve Influencers In The Creation Process
Giving influencers the “Creative Director” role can be an effective campaign if you’re working with big influencers. You will be getting the influencer involved in the creation process of your product. Maybe they’ll have a capsule fashion collection or a line of their own make-up. There are endless possibilities with this type of campaign.
When you give the creative direction role to influencers, you can yield strong returns on investment and also gain brand exposure. It’s also beneficial for the influencer in that it’s a way for them to build their portfolio. Puma’s collaboration with Rihanna is an excellent example of this campaign.
#5. Get influencers To Take Over your Social Media
A great way to build more meaningful relationships with your influencers is by doing an influencer takeover. This involves having an influencer take over one or all of your brand’s social media accounts for a limited period of time. Maybe it could be for a day or even an entire week, depending on what works for you. Here’s an example of how Blinds.com partnered with bloggers and writers, where the influencer takes over their Instagram account for a weekend:
Through this campaign, the influencer will be promoting the collaboration and the campaign. This will then drive new followers or traffic from their host of followers. It’s a great way to build your visibility and engagement as well as establishing a strong image for your brand.
#6. Host an Event for Influencers
For an effective way to engage an entire group of influencers, you could start event activation. This will help your brand gain high levels of exposure, as each influencer’s social following will hear about your brand. For your event activation to be successful, you need to fill your guest list with relevant influencers who can spread the message about your brand.
Make sure you create an attractive invitation and send them out to relevant influencers via email. You should expect lots of photography to take place at the event, so decorate the venue accordingly with good lighting and creative decors. You need to make an impression not just to the influencers but their horde of social media followers. See for example the launching event of Marks and Spencer in Australia, where fashion and lifestyle bloggers like Rebecca Judd were invited.
There are many more ways to work with influencers in your digital marketing strategy. For instance, guest blogging and on-site blogging could also be a great opportunity to collaborate with influential people. Hopefully you will be able to take inspiration from the ideas mentioned above and you can launch a successful digital marketing strategy with influencers.