Influencer marketing is a form of marketing where the focus is on certain people (Influencers) who have a large following online. The influencers have an exemplary role. This allows them to also influence their followers. The influencer is paid for promoting your product or service if his/her followers purchase your product or service. Influencers share their passion or expertise with their followers. The trust they create in this way is the basis for the recommendations.
What information do you give an influencer?
With regard to the product or service, you provide the influencer with information that is beneficial to the product or service and to the buyer. This is made clear to the influencer through the content. You can also let the influencer gain experience with the product or service by making it available to the influencer for free. The influencer can inform his/her followers even better through his/her own experience.
What types of influencers are there?
The influencers are classified according to the degree of influence they have. A table has been drawn up for this purpose, which also determines the reimbursement level.
Followers
Nano influencer – < 5,000
Micro influencer – 5,000 – 50,000
Meso influencer – 50,000 – 100,000
Macro influencer – 100,000 – 1,000,000
Mega influencer – 1,000,000 >
Virtual Influencer – 200,000 >
Can you use influencers for any product or service?
Yes, the influencer can add value to any product or service. It depends on the product or service to find the right influencer. But this can be solved through the influencer network. There are popular industries such as: IT, games, fashion, beauty, family, interior, cooking, sports and health.
How can influencer marketing be used?
Collaborating with influencers gives your company more brand awareness or sales. Because a message from an influencer is eleven times more effective than an advertisement. So it's time to use influencer marketing.
Determine what you want to achieve
Influencer marketing is part of the marketing policy. But because this can develop into an important part, the basis must be good. Specific objectives must be set in relation to the marketing policy. The essence of offering a new product or service, a discount or recruiting new customers must be clearly formulated. That is important, because visitors look to the influencers for information and inspiration.
Who is the target group?
The target group is probably already known, but within that target group there may also be sub-target groups. Either way, carefully determine the target group. This is also important because you also need to attract the right influencer.
What is the message?
The story is decisive. A good story tailored to the target group and a story that is logical and will appeal. If you have any doubts, you can hire professional support. In any case, emphasize the strong points of the product or service. An accompanying photo increases the attractiveness, but don't take a selfie.
Who is the right influencer?
You and the influencer do not know each other yet. Trust in each other and credibility are the essential factors at the start. When looking for the right influencer, it is important that you ask yourself a number of questions so that your choice can be substantiated.
Does the influencer have an affinity with the target group?
Ask about the influencer's followers to determine whether his/her followers match your target group. And to what extent does the influencer have an affinity with your product or service and target group.
Influencer Post Qualification
The influencer may copy your content or make adjustments themselves and thus deviate from your authentic content. Make agreements about this, so that you either think about it in advance or make other agreements. If the influencer makes a message commercial, there is a chance that the visitor will quickly drop out. Of course, the influencer has creative freedom, but it must be consistent.
Check the response of the followers
The influencer's followers can often respond to a message from the influencer. Then it is important to know what is being written. They can be positive reactions, but also negative.
Backgrounds of the influencer
You may have worked with the influencer before. In that case, its history must be examined. If you know nothing about the influencer, you can do further research.
Motivation
During the negotiations, notice whether the influencer is motivated to promote your product or service. And not only that, but also the collaboration with you.
Reliability
To what extent can the influencer prove that his/her followers are also real followers? A rapid growth in the number of followers can mean that the followers have been purchased.
What form of collaboration is used?
There are different types of cooperation. The most common form is that the influencer posts about your product or service.
Another form is to hold an ideation session. You sit down together and devise a campaign strategy.
A takeover can also take place. You let the influencer temporarily post content on your social media accounts. The influencer therefore temporarily takes over your account and posts the content himself.
Another form is the Collab (Collaborative marketing). With 'Collab' you work together with the influencer and other partners who are closely involved with your company, on marketing initiatives and have a similar customer base. This can be quite simple by linking messages together.
Agree on the number of messages and when
The number of messages that the influencer posts and when must be clearly agreed. Otherwise this may cause problems when it comes to settlement of the reimbursement.
Which links apply?
To avoid misunderstandings, it is advisable which hashtags or hyperlink are used by the influencer.
Compensation
An important topic in the agreement. Determine the method of reimbursement in consultation. This can be per click, door-click, sale, etc. And if sales go better than expected, an extra compensation for the influencer can be attractive.
Competition
Decide whether you want exclusivity or whether the influencer also works for other companies. Make clear agreements about this.
Content of the content
Although the influencer has creative freedom, his content must match the objectives. That is why it is important that you provide the influencer with the necessary information, so that he/she uses the essence of it, but does so with his/her own wording. Wording that resonates with his/her followers. After all, he/she knows the language used by the followers. Agree on the frequency of placements during a certain period. You can also agree that certain elements should be included in the content, such as an announcement, explanation of the product or service, introduction to the company and an interesting offer. The influencer indicates what he/she wants to post, you provide feedback and agree.
Evaluation
Once the posts have been made, it is extremely interesting to know what the reactions are like. How does the interaction proceed? How many likes, comments, shares are there? For influencer marketing, an interaction rate of 3% is normal.
