The emergence of new technologies and the explosion of social networks, consumers live permanently connected and immersed in oceans of information. During the day they receive hundreds of advertising stimuli to which they are increasingly receptive.
But there is something they cannot escape, and that is their passion for “spying” on what their top leaders do.
Social media a window
Allows users to closely follow celebrities and experts. People who, due to their lifestyle, presence and reputation, arouse great admiration. Known as Influencers , these individuals have millions of followers and are able to guide the behavior of crowds.
The phenomenon is generating increasing interest in the world of marketing due to its ability to impact and influence the decisions of various audiences in an effective manner. In fact, there is now talk of influencer marketing.
The biggest brands are already taking advantage of this technique.
And you, have you ever thought about incorporating Influencers into your Digital Marketing strategy ?
Want to increase the credibility
Brand and reach your target in a more organic way, this is the ideal way to achieve it.
In this post you will learn what Influencer Marketing is and how you can start implementing it in your business.
But that’s not all! You’ll learn the step-by-step process of a recent success story: the Doppler 11th Anniversary Campaign . The simplest and most effective tool for Email Marketing turned 18 this month and thought of celebrating it through an action with the most prominent Influencers in Online Marketing. Fantastic, don’t you think?
Very easy to identify it after reading
He stands out mainly for having a large number of followers on his social networks. In addition, he maintains a strong and direct connection with his audience and knows how to interact with them. His messages have an extraordinary reach.
Influencers usually have high credibility on a particular topic, it can be sports, fashion, nutrition, digital marketing, etc.
Therefore, their opinions and points of view can positively or negatively affect their followers’ thinking about a particular product or service.
Each of these opinion leaders
Certain characteristics that make their personality and are highly attractive.
They may stand out for their sense of humor, the way they dress, a certain skill, talent, attitude, etc.
Which Influencer Should You Choose for Your Brand?
When selecting influencers for your influencer marketing campaign, you should consider whether they reflect your brand’s values and spirit . Think of people who have strong authority on a specific topic related to your industry.
You will be able to determine if your influencer’s profile is suitable to achieve your objectives.
To do this, analyze at least:
In which places it has an impact.
This choice will depend largely on the target and the objectives set in the influencer marketing strategy to be developed.
On the other hand, analyze which platform is most used by your audience to consume content.
While influencers communicate through a variety of social channels, they tend to excel in one of them in particular. Make sure it matches your audience’s preferred medium.
Another important factor is to carefully evaluate the profiles of your followers on social networks. This will help you determine if they correspond to your brand’s target audience .
Types of influencers in digital marketing
There are 4 different types of Influencers.
1. The experts .
They recommend a product or service because they use it and it gives them good results. They are characterized by having great prestige and credibility, they are Opinion Leaders.
2. Las Celebrities.
Famous people who promote fashion products such as clothing, perfumes and accessories. They often require a high budget but guarantee massive exposure.
3. Cool Hunters.
They are “explorers” who test the latest products to make reviews and recommendations for their followers. They are always aware of the latest developments to make reviews and predictions on their social networks or blogs.
4. The Niche Experts
Instead, they are extremely popular people in a specific sector and have great knowledge on certain topics.
They are ideal if you need to connect with a specific sector.
These are the ones Doppler has chosen for its action! We will tell you more about them later.
Now that you know all the types of Influencers that exist, all that remains is for you to define which one is best for you based on your priorities.
How to capture the interest of the influencer
When you are sure that you have chosen the right person, you will be ready to take the next step.
The time has come to contact your Influencer
Tell them your proposal. How? Well, the most direct channels to do so are usually Email, Twitter or the forms on their blog.
When preparing your message, keep in mind that the goal should be to capture their attention and motivate them to be part of your strategy. Try to use a friendly tone that will help you empathize and connect with them from the first moment.
Tell the Influencer about your brand, its history and its values, describe the products or services you offer, tell them about the characteristics of your audience, etc.
It is important that you are clear when explaining the strategy, the objectives sought, the time available and every detail of the action plan.
As for the payment you will give for their service, you should do some research beforehand to make sure that your budget is up to what the Influencer may ask for.
And if not, think about whether you could benefit from it through some exchange or service.
The perfect influencer for your brand
When choosing the best influencers or micro-influencers for your digital marketing campaign, we have 3 professional options:
– A mixed formula, first we contact professional influencer marketing platforms; and in parallel we complement this with the tracking of interesting and relevant profiles.
Depending on the Digital Strategy designed, type of campaign, the budget allocated and the objectives to be achieved, we will have to opt for one alternative or another.
The ROI or return on investment
What are influencer marketing platforms?
As we have explained in the previous point, they are a professional alternative that will save us a lot of time and work.
Working with professional influencer marketing platforms or content marketing platforms on influential sites is a good alternative.
These platforms have a dual mission: on the one hand, to attract publishers or sites and influential people. On the other hand, to attract brands or advertisers with campaigns to cross-reference them with the influencer database.
The great advantage is that, as they are digital platforms, they already have all the processes automated, whether you are an influencer or a relevant site or if you are a brand or advertiser.
There are a wide variety of alternatives on the market, both nationally and internationally, and even those specialised only in platforms. For example, only on Instagram, YouTube or blogs.
We simplify time by being able to launch campaigns and have the influencers themselves be encouraged to participate.
The minimum steps to develop to work with them are.
1. Identifying influential sites quickly and efficiently, so that the campaign objectives are perfectly aligned. At this point, there are platforms that help you directly with the selection and others that launch the campaign and the database is registered (after subsequent selection by the brand).
2. The campaign is launched with different
alternatives, the content is written by the brand or the influencer themselves. If for example it is a campaign on Social Networks, apart from defining the Hashtag, we can give content lines or leave them open.
3. Full monitoring and parameterization of the investment impact. Measure the main KPIs of the campaigns: reach, clicks, total sessions, total conversions…
With this all you have to do is start trying!!!
Monetize your site through content marketing platforms on influential sites
In this case I am going to talk about getfluence.com , because I am registered as an editor and it is one of the ones I use to monetize the blog, always preserving the quality of the content above all else.
This type of platform is specializ
n connecting brands with websites with relevant content, mainly blogs, with a double alternative, sponsored posts written by the site itself or written by the brand itself.
I can tell you that I have tried many, such as Coobis, Brandmaniac, Mdirector or Blog on brands, but the relationship with the getfluence team is different from the rest, always attentive to the needs of the editors.
Apart from being an international platform with proven and accredited experience.
Access is free for both advertisers and publishers and gives us many possibilities, including the dual advertiser/publisher account to use the earnings you have as a publisher in your advertiser account:
Simple registration process
– Possibility to connect the Google Analytics API or fill in the information manually.
– You set the price of your services or they fill it in for you if you ask.
– If you prefer, as an editor, you can have full management or ask getfluence to manage everything for you.
– Allows you to include the style lines of the site or blog so that the content meets the quality standards that we set.
– It is flexible in the quote, you can establish a minimum cost per post (300, 600, 800…word) and from there add an extra cost for every 100 words.
– The commission is clearly displayed at all times. It is added to the “earnings” field that you have filled out.
If you want to know a little more, we leave you this explanatory video:
Ultimately, a professional platform for content professionals
Plan your influencer marketing actions
It is essential that before you start implementing your strategy you are clear about what your objective is, what you want to achieve. Once you have defined your goal, you will only have to consider the best way to get there.
Create a detailed plan with the tactics you will carry out.
The possibilities are many!
Therefore, think in advance about what actions you will carry out with the Influencer, what message you will convey, publication dates, etc.
Below we give you some ideas that you can implement to obtain good results:
1. Interviews.
Conduct an in-depth interview with the Influencer and generate original content for your audience.
2. Recommendations.
Make recommendations about your product on your networks.
3. Attendance at events.
Organize events and turn the Influencer into an ambassador for your brand. Let them socialize with the guests present and share the minute-by-minute on their social profiles.
4. Photographs.
The impact generated by graphic campaigns led by Influencers is undeniable, especially on the social network of the moment, Instagram.
Create images and photographs in which the influencer reflects the spirit of your brand.
5. Participation in your blog.
Invite him to collaborate on your website or blog.
6. Advertising campaigns.
Paid ads on different channels with the Influencer as the protagonist.
7. Webinars.
Organize a training or tutorial featuring the Influencer on the benefits of your product or service and how to use it.
8. Interactions.
Seek to generate conversations and reactions around your brand.
9. Videos.
Audiovisual content is the perfect ally for any social media strategy, and even more so when it comes to Influencer Marketing. You will surely achieve greater reach and your content may even go viral.
Benefits of doing Influencer Marketing
Through influencers, brands have found a new way to spread their values.
1. Contributes to SEO positioning .
Followers echo what their peers say. Therefore, if influencers generate content about your brand, their followers will do the same, thus increasing the amount of user-generated content about your brand.
This is perfect for search engine positioning!
2. Improve your reputation
When an influencer speaks well of your products or services, this has a direct impact on the image that their followers build about your brand.
It acts as a guarantee of quality, since its audience fully trusts its opinion.
3. It is more effective .
It is not as invasive as traditional advertising, and because it is content of interest to the audience, in most cases it is not perceived as commercial.
4. Generate conversation .
Generate reactions and conversations around your brand by increasing your mentions on social media, news portals, websites and blogs.
Go viral, encourage people to share your content.
5. Increase traffic to your site .
Through links and recommendations, drive more visitors to your website and increase your conversions.
Measure the impact of your Influencer Marketing Campaign
It is key that you evaluate the results obtained during the implementation of the actions.
Although you know your brand’s audience perfectly, you do not know your Influencer’s followers. Therefore, analyzing the performance of your actions will allow you to optimize your strategy based on the audience’s reactions and interests.
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Here are some metrics to consider:
Increase in the number of followers of your brand.
Qualitative aspects: audience feedback regarding the action, feelings expressed in interactions, etc.
Degree of exposure of your product and brand through its figure.
Traffic to your website generated by the Influencer.
Percentage of purchases made from shares.
Hashtag usage (if you have used one).
Number of mentions.
Total interactions received on the Influencer’s posts (clicks, likes, shares, comments, views, etc.).
Influencer marketing: Success story with video tips from influencers
In May, the Email Marketing tool celebrated its 11th anniversary and to celebrate it, they brought together some of the biggest names in Online Marketing.
The action focused on each Influencer
Giving their best advice for doing Email Marketing Campaigns but in an original way. That is,
Doppler users were very interested in the videos and shared them on their social profiles.
What was the secret to achieving success?
The strong connection that this campaign generated with the audience is due in large part to the fact that for the members of its community it is extremely gratifying to listen to the people who have the most experience in Online Marketing.
As an example, some data from the campaign:
–The countries that contribute the largest want to keep up with the changing amount of traffic are: Argentina, Mexico, Ecuador, Colombia and Spain in that order.
– 1,742 shares on social networks of the landing.
Do you want to see how Doppler’s action turned out? Enjoy the final result of the strategy .
On your marks, get set… let’s influence!
Now that you have all the tips for doing Marketing agent email list with Influencers, all you need to do is take the first step. Implement this technique for your brand and achieve extraordinary results.
