How To Boost Your Marketing By Using Influencers

If you want to get your brand or product known quickly, it’s often a good idea to do influencer marketing. With influencer marketing, you have the opportunity to quickly introduce new and previously unknown products or brands to a large audience and quickly boost your sales.

No matter what you sell or what services you or your company offers, there is a suitable influencer in EVERY industry. It doesn’t always have to be Kim Kardashian or Snoop Dog who introduces your brand or products to his followers.

If you want to start with influencer marketing, people who don’t have that many followers are enough. The most important thing in influencer marketing is that the influencer fits your product and your brand. For example, if you sell outdoor or camping products, it probably makes less sense to approach a beauty influencer.

It is also very important that you identify the right platform where your potential customers are.

What does influencer marketing mean exactly?

Influencer marketing, also known as multiplier marketing, is a marketing methodology that takes advantage of the influence and reach of so-called influencers, especially via their social networks. Influencers are well-connected persons who, thanks to their popularity, have a great influence on their fans, followers, and friends … on Facebook, Instagram, YouTube, and Twitter. Influencers can also exert their influence through specialist articles, appearances, lectures… utilizing their own websites or blogs.

Influencers are well-connected people who, thanks to their popularity, have a great influence on their fans, followers, and friends … on Facebook (Meta), Instagram, Twitter, Twitch, or Tik Tok. Influencers can also exert their influence through specialist articles, appearances, lectures… Influencers are people who, on the one hand, are multipliers for the dissemination of information in their networks due to their reach. On the other hand, influencers are people who have a great influence on the opinion and consumption habits of the people in their network.

Influencer types by reach

One criterion for classifying influencers in influencer marketing is the reach in the form of the number of followers. This reach can be related to one social media channel or to several in total. A distinction is made between

• Mega Influencer (> 1 million followers)
• Macro Influencer (500,000 to 1 million followers)
• Mid-tier influencers (50,000 to 500,000 followers)
• Micro-influencers (10,000 to 50,000 followers)
• Nano influencers (< 10,000 followers)

Reach as a criterion for selecting influencers for influencer marketing has been criticized because the influence of influencers is not proportional to reach. For example, nano-influencers can be experts with a manageable reach, but who have a major impact on their peer group.

What are nano influencers?

Nano-influencers are people who have fewer than 10,000 followers on Twitter, Facebook, Instagram, YouTube, etc. These are usually musicians, bloggers, or subject matter experts.

What are micro-influencers?

Micro-influencers are people with 10,000 to 50,000 followers on social media channels such as Instagram, Twitter, Facebook, Youtube… Most micro-influencers are artists, musicians, experts, and celebrities.

Classification of influencers by channels and relationship to the offer

Influencers can also be subdivided based on their content and target groups. You can use the classification below to identify influencers based on their target audiences.

Target Audience: There are three main types of influencers

• Product owners are manufacturer brands or employees of these brands.
• Bloggers, Instagrammers, Youtubers, Twitchers, Twitterers… These influencers focus on a specific channel in order to build their reach and assert their influence.
• Celebrities and stars are channel-independent influencers. They can assert their influence regardless of the channel.

A clear demarcation, especially between channel-dependent and channel-independent influencers, is often not clear, as many celebrities are active on different channels. Youtubers and Instagramers are also prominent figures in public life these days.

How does influencer marketing work in practice?

In influencer marketing, a product, brand, or company is integrated into the content of a high-reach social media influencer through direct placement or indirect sponsorship. This allows a brand to be established in a targeted and positive manner with the intended target group. The design of the content is primarily left to the influencer in order to maintain their credibility. Successful cooperation with influencers should always have an indirect character. Social media followers quickly notice when words are put in their idols’ mouths. Bloggers or YouTubers are therefore usually given a great deal of creative freedom so that they can prepare the message for their own target group.

Respectful cooperation can lead to good influencer relations in the long term – i.e. to a connection between the brands of all those involved.

As part of the cooperation, the influencers of the internet are typically sent boxes with products (so-called ‘hauls’), which they can then present in their own way. Or trips and other special activities are financed, which then result in blogs or vlogs. As long as the resulting content is interesting for the target group and the sponsor’s brand has a positive appearance, the exact form of cooperation is secondary.

How do you find an influencer for your product or brand?

To find an influencer for your product or brand, follow these steps:

1. Identify your target audience and the platforms they use. This will help you determine where to find influencers who are relevant to your product or brand.
2. Use tools such as BuzzSumo or Social Blade to search for influencers in your industry or niche. These tools can help you find influencers with a large and engaged following on social media or other platforms. If you want to promote your product or brand on a blog, you can use Google search to find an industry-related blog. You can also check the stats for free by using SEMrush for example.
3. Research the influencers and their content to make sure they align with your brand’s values and message.
4. Reach out to the influencers and explain your product or brand and why it would be a good fit for their audience.
5. Consider offering the influencer a sample of your product or a sponsorship agreement to incentivize them to promote your brand.

By using these steps, you can find influencers who are relevant to your product or brand and have the potential to effectively promote it to their audience.

The key points when coordinating influencer marketing

Every company should remember one thing: Cooperation with the far-reaching opinion leaders on social media platforms should only ever represent part of the overall marketing strategy. Therefore, companies should first ask themselves the following questions:

• “Are we using influencer marketing to reach a target group that we have not been able to cover sufficiently?”
• “Is this target group relevant to our brand or product?”
• “Does our brand match the personal brand of the influencer?”

For example, if a blogger who is perceived by his followers primarily as an expert in computer hardware suddenly presents fashion, the clothing brand can of course access a completely new target group. However, the sudden change in the influencer’s content is usually received extremely negatively – and a large part of the target group will not be interested in buying fashion at all.

However, if all three of the above questions can be answered with a clear “yes”, influencer marketing can have a noticeably positive impact on brand perception and sales figures. So if an operator of a YouTube channel gives product recommendations for grilling accessories or sauces/recipes about “Grilling and BBQ”, this is authentic and can – if a hitherto poorly reached target group is bustling about here – definitely be useful.

What are the criteria for selecting suitable influencers for influencer marketing?

Influencer selection is important as they help build trust between brands and consumers. The best way to select influencers is through research, e.g. B. by researching their social media presence, blog, and other channels where they are known. After you have chosen influencers, you should also consider their credibility and authority.

The following questions should be clarified for the selection of suitable influencers:

• Do they have an audience interested in your product/service?
• Are they ready to promote your brand and products/services?
• Does their social media presence align with your brand’s message?
• How often does the particular influencer post new content?
• Is there a way to measure their success?
• can you trust them
• What are their followers?
• Have you been verified by Facebook/YouTube/Pinterest/etc.?

How much does influencer marketing cost?

The cost of influencer marketing varies depending on a number of factors, such as the influencer’s reach and engagement, the type of content they will create, and the length of the partnership.

Influencer marketing can be done on a small budget by partnering with micro-influencers who have a smaller, but highly engaged, following. In this case, the cost may be as low as a few hundred dollars for a sponsored post or product review.

On the other hand, partnering with a high-profile influencer with millions of followers can cost thousands of dollars per post. In addition to the cost of the partnership, you may also need to provide the influencer with free products or other incentives.

Influencers in tourism in particular are good to inspire for a free trip. Basically, the influencer costs are calculated per post, video, or article. Sometimes they also work with package prices, which is about a certain number of mail.

It can look something like this: For Sum X, the influencer posts two Instagram stories, three normal Instagram posts, two Facebook posts, and one blog article. Give him a certain amount of time to do this. The performance is often tracked using hashtags or individual links that can be directly assigned to the influencer.

Overall, the cost of influencer marketing can range from a few hundred dollars to tens of thousands of dollars, depending on the influencer and the scope of the partnership. Unfortunately, it is not possible for us to give an exact amount for the cooperation with influencers. For example, Kim Kardashian charged about $858,000 for a single Instagram post… >>You can learn more about high-paying celebrity influencer marketing here <<. On the other hand, “Bob’s Blog”, which posts the latest camping articles on its website, charges only $100 per blog post, including a backlink to your product page. So you see, it is extremely difficult to name an exact price.

How do you contact an influencer?

Of course, if you’ve decided you want to work with a specific influencer in your niche, you’ll need to find a way to contact the influencer or company. For higher-reach influencers, you may need to contact an agency that manages the promotions. For smaller influencers with fewer followers, you’ll likely be able to talk to the influencer directly.

To contact an influencer, follow these steps:

1. Research the influencer and their content to make sure they align with your brand’s values and message.
2. Check the influencer’s social media channels or website to see if they have a contact email or form. Many influencers will provide this information on their profile or in their bio.
3. If the influencer does not provide a contact email or form, consider sending them a direct message on their social media platform. Make sure to introduce yourself and explain why you are reaching out.
4. Be polite and professional in your communication with the influencer. Provide them with information about your brand and why you think they would be a good fit for a partnership.
5. Be prepared to offer the influencer a sample of your product or a sponsorship agreement to incentivize them to promote your brand.

By following these steps, you can effectively contact an influencer and begin a conversation about a potential partnership.

How do you measure the success of influencer marketing?

Measuring the success (or failure) of your influencer marketing campaign is very important. Only with the right data and numbers can you later carry out an exact evaluation and expand further cooperation. You can use various tools that enable you to measure success.

To measure the success of influencer marketing, follow these steps:

1. Set specific and measurable goals for your influencer marketing campaign, such as increasing brand awareness or driving website traffic.
2. Track key metrics, such as the number of views, likes, and comments on the influencer’s content, as well as the engagement rate and reach of the content.
3. Use tracking links or UTM codes to measure the number of clicks and conversions generated by the influencer’s content.
4. Monitor the influencer’s audience to see if there is an increase in followers or engagement during or after the influencer marketing campaign.
5. Use tools such as Google Analytics or social media analytics to measure the overall impact of the influencer marketing campaign on your website or social media channels.

By tracking and analyzing these metrics, you can measure the success of your influencer marketing campaign and identify areas for improvement.

Conclusion

Influencer marketing is a popular and effective marketing strategy that involves partnering with influencers who have a large and engaged following on social media or other platforms. Influencers can help promote a business or brand by creating sponsored content and sharing it with their audience.

Influencer marketing can be an effective way to increase brand awareness, drive website traffic, and generate sales. However, it is important to carefully research and select the right influencer for your business and to track and measure the success of the campaign.

The cost of influencer marketing can vary depending on the influencer and the scope of the partnership. It can be done on a small budget by partnering with micro-influencers, or it can be more expensive by partnering with high-profile influencers with millions of followers.

Overall, influencer marketing can be a valuable tool for businesses looking to increase their reach and engage with a larger audience.