AdWeek recently shared some exciting statistics that showcase the power and effectiveness of tapping into online influencers. Reporting on a study conducted by Tomoson, an influencer marketing platform, AdWeek shared that 22 percent of marketers surveyed rated influencer marketing as the fastest online customer acquisition method while 17 percent vouched for organic marketing and 15 percent stood behind email marketing. The benchmark for most of the marketers surveyed was revenue increase.
This shift toward influencer marketing makes sense: brands are investing money in the people who their core demographic trust. This helps brands developed a more natural, less forced relationship with consumers and gives the influencer an added boost. Everyone wins!
Before diving into your influencer marketing campaign, ask yourself these important questions:
How do I determine my target demographic?
You might think that you have a good idea of who you’re trying to target and why, but much of our client research has found that sometimes companies believe they have a strong understanding of the core demographic they want to engage with, but after some probing, they’re unsure of who, exactly, their ideal customer is. To flesh this out, consider creating a detailed persona document. This should include the following information:
- The current age range, gender, demographic, location, income bracket that you are targeting (based on an overview of your current campaign)
- A list of competitors
- At least two different examples of ideal customers (down to their occupation, hobbies, favorite TV shows and what car they drive)
- Your company’s tone and voice (should be the same online and offline)
- Topics on which your company is an expert and can speak about online and in public
These are just some examples of what a full-fledged persona includes. The purpose of creating a persona is so that when you begin an influencer outreach campaign, you have a very clear understanding of which influencers to target based on the kinds of people with whom the influencers regularly engage (these people should be the core demographic that you outlined in your persona).
How can I engage influencers online?
I could simply say ‘be authentic’, but that’s only one party of the puzzle. Do your research. Create a list of four different types of influencers that meet your marketing goals. Begin to outline a game plan that details when you want to activate outreach for each of those quadrants. Then create a list of influencers (start small with about 10 per quadrant) that you’ve researched. Find out which social media platform they are most active on and begin meaningfully engaging with them: RT tweets that they share that are relevant to your brand, regram images that capture their passion and yours. Make sure you’re not pitching them right off the bat. Get to know them first.
After you feel you have a strong understanding of an influencer’s style and the way they engage online, email them information about your product or service and show them why working with you is beneficial to their brand.
What can I offer to an online influencer?
Most companies offer a discount on a product or service in exchange for having it featured as either an ad on the influencer’s website or woven into a blog post in which the influencer shares information about your product or service. Your pitch should make it easy for the influencer to understand your brand and give them fuel to either simply create an ad (make sure you have designs created in advance) or write a blog post that displays your product or service in the best light.
How can I learn more about influencer outreach?
We discussed this topic during our #OrganikChat on April 30. The discussion featured insight from digital marketing pros, consultants, students and more! Read the transcript here and join us every week for #OrganikChat, Thursdays at 1:30 p.m. PT. Tweet to the hashtag #OrganikChat and follow @SamHosenkamp, @Nicole_Barbato and @OrganikSEO for questions.
And visit our #OrganikChat Facebook group to keep the discussion going.
If you found this information helpful, be sure to check out our post “The Key to Digital Marketing Success: 3 Simple Words.“ Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business,contact us today!