Have you heard of influencer marketing? Learn more about how to harness the clout of celebrities or local influencers to bring your product or service to the spotlight.
If you follow any celebrities or bloggers on Instagram, it is not uncommon to see them raving about a new product. After seeing such a post, have you ever bought the product yourself, or at least researched it online to learn more about it? *Raises hand*.
Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than a business marketing directly to consumers, influencer marketing involves utilizing someone with clout amongst your target market to get the word out about your product or service for you.
According to a recent report compiled by Tap Influence, influencer marketing content delivers an 11x higher ROI than traditional forms of digital marketing. 74% of people admit to turning to social networks for guidance on purchase decisions. 40% have admitted to purchasing an item online after seeing it used by an influencer on Instagram, Twitter or Youtube. In fact, Twitter users report a 5.2x increase in purchase intent when exposed to promotional content from influencers.
There are two types of Influencers – Paid Endorsements vs. Partnerships
To get your product featured on high-end celebrity or reality TV stars social media feed, you are going to have to pay. Popular reality TV stars like contestants from the Bachelor franchise reportedly make $1,500 to $7,000 for each photo! Celebrities with a larger following charge much higher – companies have been known to pay up to $500,000 to share branded posts with Kim Kardashian’s 95.1 million followers.
Other types of influencer marketing include reaching out to local individuals, such as local bloggers or hometown celebrities to gain access to their followers. Many of these local influencers are willing to publicize your product after receiving a free trial of your product or service. This type of partnership fits in well with your business’s public relations plan, compared to paid advertising. While your brand is not guaranteed to be showcased, like those who pay for an endorsement, the type of post created from partnership PR is usually more authentic and less scripted.
How to get involved in an influencer marketing campaign
The first step to any influencer marketing campaign is identifying the ideal influencer for your product or service and target market. This tactic is most effective for business-to-consumer products or services, however, there are still some influencers within the business community that have clout on the purchasing decisions of business owners. It’s best to engage with influencers who match your brand’s values, influence your target market, and are willing to promote your product with passion and enthusiasm.
Once you’ve identified your ideal influencer, find the best way to contact them. Since they are already active on social media, start by messaging their verified account on your preferred platform. Some influencers have identified a marketing contact within their profile to send business inquiries to. Craft a creative and catchy pitch when sending your first message, sharing the mutual benefit of working together – for example, offer a few products for them to give away to their followers or ask if you can feature him or her on your company’s blog. The stronger the relationship you have with these key influencers, the better marketing you will receive from them.
Sit back and watch as their clout helps to put your product or service in the spotlight! If you have questions on influencer marketing, contact TRIO today.
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TRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business. TRIO Marketing, Branding and Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.
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