In recent years, influencers and collaboration with them has become the hottest trend in advertising and marketing of any service.
Moreover, experts assure that every year the influence of opinion leaders on the work of brands and advertisers will only increase! Cooperating with influencers brings many benefits both for themselves and for marketers and company owners.
If you haven't thought about attracting influencers to promote your business yet, it seems it's time to start! Interesting? Read more in the article estet-portal.com.
Why collaboration with influencers is considered the marketing of the future
Only a lazy expert has not been talking about the phenomenon of so-called banner blindness in recent years. In short, the audience has recently become so fed up with direct advertising and calls for sales that many people subconsciously simply began to not notice banner advertising on websites and do not even open spam sales emails and pop-ups on the Internet a la “buy it”. buy-buy».
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A good solution was native advertising, in which advertising is carefully and unobtrusively packaged into useful content. But if you don't know where to find your target audience or what they are interested in, then creating and promoting native content will be extremely difficult.
And here THEY enter the arena – the heroes of our advertising time are influencers. Often they are popular bloggers, stars of social networks or show business – in a word, all those who have influence on the opinion of a certain audience.
And don't be so quick to think that if you don't have huge budgets for big influencers, then you shouldn't even start.
There are also micro-influencers – people who influence the opinion of a rather narrow audience or occupy a very narrow thematic niche. For example, if you have a small private cosmetology office in the province, then, of course, it makes no sense for you to involve a national-scale beauty blogger in cooperation. However, an advertising collaboration with a bright representative of local Instagram or YouTube stars will give excellent results and new customers!
People trust faceless companies less and more – ordinary people, similar to them, but knowing a little more. Even global brands are always looking for a face – a brand ambassador that customers want to be like and start buying brand products for this. So keep up with the trend of the future!
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How to run an influencer ad campaign: a step-by-step guide
Of course, finding, choosing and networking with influencers – not a matter of one day. But it's worth it!
If you decide to collaborate with an influencer, then our step-by-step guide will help you.
Influencer advertising campaign is divided into several stages:
1. Thinking over the advertising itself
2. Search and select an influencer
3. Establishing contact and agreeing details with the influencer
4. Immediate launch of an advertising campaign
5. Campaign performance analysis
When you think over your future advertising campaign, first of all, decide on the goals that you want to achieve with its help. Then consider what tools you will use to evaluate whether the desired effect is achieved.
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Your goals may be to increase the number of subscribers to your page in social networks, increase awareness of your brand (increase audience reach and the number of brand mentions), increase engagement + user retention (not only increasing customer engagement, but also increasing the number of repeat requests), increasing sales.
Also think carefully about choosing the most appropriate platform for your advertising campaign. When choosing, proceed from the preferences of your target audience (what media or social network does it use most often?) and the choice of content.
If you need to promote visual content, then your obvious choice is – Instagram and Pinterest. YouTube, Facebook, Vkontakte are ideal for video advertising (you can also use Instagram if the video is very short). Text advertising is much more difficult to promote, but if the specifics of the campaign require it, then prefer Facebook.
Also, remember the campaign goals! If you need to drive traffic to your site, then not all social networks are suitable for using the external link – for example, Insta.
Search and selection of influencers – the key and most important stage of the entire campaign.
You can search for them in different ways – manually, using special online services or by contacting special agencies that receive a commission from each advertising campaign.
The easiest and most obvious way to search for an influencer on your chosen social network is by typing your ad's keywords into the search box. To make the results as accurate as possible, filters should also be used.
This option is most convenient on Instagram – tabs "People", "Tags", "Places". If you're looking for a YouTube vlogger, just google your keyword and add youtube to it. You will immediately see a whole list of suitable channels in the Google search results.
Then it remains only to carefully review the results and select relevant influencers.
It is quite possible to find a micro-influencer among your subscribers. It will be doubly pleasant to work with a ready-made brand advocate, but not everyone is so lucky.
How do you know which influencer suits you best? Firstly, its content must be congruent with you and your brand. Check the profile and also make sure that the blogger is not inclined to publish provocative posts and discuss politics or religion – this can damage the reputation of most brands.
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It is also important to pay attention to the number of subscribers. The principle the more – so much the better, since many still sin by mass cheating of followers, although the systems are banned for this. Audience engagement is more important!
For example, if a micro-influencer has an audience of only 5-10 thousand people, but at the same time his posts collect 40-50 comments and 50-70 reposts, it is better to prefer him than a blogger with 50 thousand subscribers, who has under the publications there are 5-10 on-duty comments.
Are you sure? We are making contact. When meeting with the chosen influencer, you should immediately honestly describe the terms of the transaction you offer and what exactly you want from the person, so that he can immediately name the cost of his services. If you do not have a budget, but are ready to pay for the work of a blogger with your services or products, write honestly or say so right away. Many micro-influencers willingly agree to this.
If a person is interested in your proposal, you can start discussing creatives and creative processes.
Don't try to control all the blogger's creativity, but initially try to properly communicate your goals to him.
To understand whether your cooperation with a particular influencer has paid off, it is not enough just to count the likes, comments and reposts under publications. It is worth using special metrics. The most common – Google Analytics, which will help track links with special utm tags, individual landing pages (if you led the audience through an external link) or promotional codes.
If you properly analyze the results of the collaboration with each influencer, you can easily find the most effective practices for you and the tricks that you will use in the future. And you, most likely, will do it, because it is not without reason that marketers believe that cooperation with influencers and micro-influencers – future. Good luck with your search!
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