Influencer marketing It's an opportunity to have one. digital influencer, someone in a position of authority, marketing their business.
The influencer promotes your brand, increases its exposure to the public, and ultimately helps sell more products (or gain new customers).
The promotion of a digital influencer It is usually created entirely by them (most of the time) or with their help, and the content may be in the form of:
- Social media post
- Blog post
- Video
- Case study
- Testimony
Regardless of the industry you're in, this type of marketing strategy is extremely effective.
Any industry can try this marketing strategy simply because there are always authority figures representing every sector.
Even plumbers have their own List of the most famous plumbers..
When people think about influencer marketing, They often think about a Kardashian posting a photo on Instagram of them holding a product.
Yes, that's a type of influencer marketing, But there are other types, and others that are a bit more realistic for us, ordinary people, if you can imagine.
Digital Influencer: What is it?
According to Wikipedia: “Digital influencers These are people, characters, or groups that become popular on social media platforms such as YouTube, Instagram, Snapchat, Twitter, Facebook, Tumblr, and various other social media platforms.
These influencers are people who create content for the internet and end up generating a massive audience that follows each of their posts, eventually sharing them with other people, and some even idolize these influencers.”"”
Types of Digital Influencers
There are various types of influencers that differ according to the content they produce.
- The celebrity – Has a larger than average audience.
- The authority figure – Holds a strong opinion.
- The connector – Connects points and creates links;
- The personal brand – The one for whom the name is a kind of brand;
- The analyst – Formulates and communicates credible ideas;
- The activist – More involved with mobilizations;
- The expert – Specialized in a specific area;
- The insider – Respected and deeply involved in the field;
- The disruptive one – Promotes debate;
- The journalist – Committed to disseminating information or news.
There is also a difference between digital influencers and fleeting web celebrities, as influencers remain in the media and continue producing content.
You don't necessarily need to have a celebrity endorsing your product or services to be successful in influencer marketing, especially because 30% of consumers are more likely to buy a product recommended by a non-celebrity blogger..
Let's delve into the heart of the matter. influencer marketing and discover these other types and how you can start developing your influence strategy for yourself or your business.
This guide will break down all the fundamentals of influencer marketing, helping you better understand why, how, when, and where you should try influencer marketing as a strategy.
Why do we all need influencer marketing and how can we use it?
A 2016 study by TapInfluence and from Nielsen Catalina Solutions revealed that Influencer marketing generates 11 times the ROI of traditional digital marketing..
Let me retype it in bold for you, because it's easy to read the numbers.
11 times the ROI!
If you're only using traditional digital marketing (SEO, PPC, social media, etc.), you're clearly missing a huge opportunity to increase your ROI.
And for those of you who don't know what it means ROIROI is the acronym in English for Return on Investment, ROI, which in Portuguese means "Return on Investment," is the relationship between the money gained or lost through an investment and the amount of money invested. This is a term widely used in online advertising.“
Whether you're a brand, a company, or a freelancer, everyone can benefit from it. influencer marketing.
You don't believe me? You should.
Influencer marketing isn't "out of your reach." Here's why.
How many clients does your company have?
This number of clients represents the new opportunities for influence that your company has.
Companies have the ability to use their own customers, those who like and are liked by them, to help promote their business.
Think of it like receiving a referral. If someone enjoys working with you and the business next door asks how they achieved so much success, they will tell the neighboring company about your business and how you helped them.
Case studies and new content
Capitalize on this process and ask your clients for video or text testimonials, participate in their referral program (create one), and see if you can use their results for case studies.
Examples of case studies:
1- 🚀🚗 Case Study: How we helped increase revenue at 50% and rent over 200 vehicles in just 30 days.
2- 🚀👶 Case Study: How we generated over 1000 clients in just 45 days.
If you've truly made a positive impact on a client, it's highly likely they'll approve of the story of how you took them from point A to point B.
Gather a dozen different case studies from your current and past clients to publish on your website, social media pages, email newsletters, and advertisements. This isn't just additional content; it's content that your current and new clients will appreciate.
You can also turn the case study into a very small PDF and share it with the case study client so they can share it with their colleagues.
If you truly helped them achieve their goals, they'll love the PDF with impressive charts and numbers to share with other business owners.
Product Review
Another way to use your customers is to influencer marketing It's asking them to test a new product.
If they are major clients, it is appropriate to inform them that your company is trying to evolve and wants to test a new strategy or product with them.
FREE <- very important.
If things go well with the test, great! You've added another section to the contract and have a new service or product to charge for.
If things don't work out, you get great, honest customer feedback and know how to fix or discard the new service or product.
Brands
One of the best ways to see how brands use the influencer marketing That's when they partner with other brands.
Before delving too deeply into this, however, I want to clarify that brands are large companies, such as... Red Bull and the Coca-cola, ...but they are also individual brands, like the famous stars of... Instagram and the celebrities of YouTube.
Now, back to the brands and the whole idea of Influencer marketing. Brands will partner on campaigns to help expand the audience with influencer marketing.
The level of influence here is how you capitalize on the new audience. Be strategic about who you approach and seek partnerships for a new influencer campaign.
Partnering with the wrong brand will deeply affect your reputation and possibly ruin it. If any YouTube celebrity wants to partner with... Logan Paul, Now is not a good time.
Don't know what I'm talking about? I'll put a screenshot below and you'll understand quickly.
You probably wouldn't want to see your company/brand/product/service associated with this type of digital influencer right now, would you?
The partnership of Red Bull with Coca-cola For a new content campaign, that wouldn't be the best idea either. On the one hand, Red Bull is heavily involved in the world of extreme action sports.
But they chose this angle because of their actual product, an energy drink called Red Bull that essentially “gives you wings” to be extreme.
Sure, Red Bull athletes could pull off a cool stunt riding mountain bikes along the edge of a mountain holding a can of Coca-Cola and a can of Red Bull, but what would be the point? It wouldn't make sense, because technically the two can be seen as competitors. Both are beverage manufacturers in motion.
Instead, Red Bull could partner with Nike and create a content campaign featuring Nike's new clothing line, Red Bull's energy drink, and summer sports.
Companies
We can recognize more commonly influencer marketing When companies do it. This is an example of a teeth whitening product featured on Kardashian's Instagram account.
However, companies don't need to go to Kardashian's level to make influencer marketing work for them.
If your business manufactures pipes for the plumbing industry, head over to the list of the most famous plumbers and start searching. Marketing is a big part of it. influencer marketing.
It's almost like putting on a PR/journalist hat for a second while you're trying to diminish the influence of your influencers.
After finding an influencer who has agreed to help promote your product, don't stop there. The more influencers you have, the more brand exposure you will get., In addition to trust.
If one of the most famous plumbers uses your pipes for repairs, word will spread. Other plumbers will trust the famous plumber and follow in his footsteps to buy and use only his pipes.
When should you pay a digital influencer?
Most of the time, you don't need to pay an influencer. Samples of the product you're asking them to promote, discounts, or free services are usually sufficient.
Where this changes and becomes a more expensive strategy is when you choose who the influencer is.
The bigger the influencer, the more they will want.
If you're looking for that kind of Kardashian exposure, you'll need to open your wallet. And your credit card. And possibly your house.
Digital influencers who cost a lot.
If you are a brand or company that has goals such as a type of exposure... Kardashian and the corresponding budget, so by all means, contact your lawyers and start preparing contracts for when you block these influencers.
Make sure your contracts clearly state the influencer's expectations. If you want them to perform the content before publishing it, specify that in the contract. If you want the influencer to only promote your plumbing pipes and not work with other pipe companies, state that in the contract.
Digital Influencers with little or no cost
For the rest of us, focus on "free" influencers. These are people who are already investing a lot of their own time promoting your brand because they love your product or love what you do.
See what kind of mentions your brand/company is attracting online and follow the conversation. You'll quickly find out who's talking about you the most.
So, look at this person's followers. If they have a healthy following, see if they would be interested in partnering with you on an influencer campaign.
Don't stop reading, I know there are those moments when you might be rolling your eyes and yelling: “NO ONE MENTIONS MY BRAND!”"”
Don't worry. I have a solution for you too.
Look at your biggest competitors. Think of them as the Red Bulls and Coca-Colas of your industry.
See what kind of mentions they're receiving and from whom. Reach out to them. digital influencers and move away.
You never know who will say yes unless you ask.
Furthermore, they may not want it as much as you think, or they may even be willing to promote it for free after learning more about you and your company.
A Sprout Social revealed in a survey that 74% of consumers rely on their social networks to guide their purchasing decisions..
“The most effective platforms in terms of mobilizing consumers to talk about products are Facebook, with 86%, followed by Twitter, with 65%, blogs and reviews are tied at 55%, and videos, at 50%.
Not only should you have a social presence on these platforms, but you should also make sure to closely monitor mentions of your brand or products.”"”
Therefore, it is necessary for your company to be prepared and oriented towards the "new" consumer, who will seek information on the internet and needs to find it on reliable and influential channels.
An increasing number of people are turning to digital influencers When making purchasing and service decisions, advertising is more important than any other factor.
It is crucial for a company to know how to leverage the credibility and reputation of online channels to its advantage.
I want to use influencer marketing for my business and I need help!
If you understand that you don't necessarily need to give up a kidney to do influencer marketing If your business is interested in investing in this type of marketing, fill out the form below and we'll help you.
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