How to effectively build collaboration with Influencers
Influencer marketing has become one of the most effective promotional tools on social networks. It is included in the strategies of both large and small companies and shows a high return on investment. According to experts, working with influencers will become increasingly important for increasing brand awareness. That means you should be incorporating it into your marketing plans today.
According to HubSpot research, consumers respond positively to blogger endorsements:
- 33% of Generation Z have made a purchase after an ad from an Influencer;
- 26% of millennials also confirmed a similar experience;
- 82% of respondents trust the opinions of people on social media.
Most respondents trust influencers and actively use the information they provide when making purchasing decisions. Audiences listen to bloggers’ recommendations and go on to research advertised brands. Experts note that as purchasing power increases, so does the effectiveness of influencer marketing.
Features of strategy implementation
The authority of bloggers on the network is a powerful tool for businesses. It can be channelled to increase sales and attract new customers. However, it is important to approach the development of an influencer marketing strategy in the right way.
Preparing to work with an influencer starts with an in-depth study of your target audience. Understanding your consumer will help you choose an influencer whose thoughts are as close to the right people as possible.
The next step is to create a list of potential partners. Many companies are starting to move away from attracting millionaire bloggers. Experts are finding that micro and nano influencers are more effective. The point is that the latter has a more engaged audience. Small bloggers create an atmosphere of authenticity and intimacy for their subscribers. This, in turn, increases the level of trust in the influencer’s recommendations.
Statistics show that niche accounts have an audience engagement rate of 4-8%. At the same time, celebrity bloggers such as Kim Kardashian (342 million followers) only have around 2%.
When looking for an influencer, pay attention to your existing customers. They may have a large number of fans who could become potential customers. This marketing tactic has many advantages:
- Regular customers demonstrate a high level of company and product loyalty.
- They are familiar with the product and can talk in detail about its benefits.
- It is possible to discuss favourable terms of cooperation, for example, based on discounts.
Such customers can also become online creators of user-generated content (UGC).
For the strategy to be successful, it is important to define the objectives of the collaboration. This could be to increase sales or to increase brand awareness. The goals should be realistic, measurable and have a clear timeframe. Based on these, key metrics will be selected to track the effectiveness of the campaign. This approach will ensure that you can react quickly to improve the effectiveness of your efforts.
