Influencer Marketing

Influencer marketing witnessed tremendous growth
last year, and the trend is likely to continue in the coming years.

Here are a few interesting statistics on influencer marketing.

  • 94% of marketers found influencer marketing to be effective in 2016. As a result, influencer marketing budgets are likely to double in 2017. (Source)
  • Influencer Marketing can earn 11X higher ROI compared to traditional forms of digital marketing. (Source)
  • Around 40% of people purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine or YouTube. (Source)
  • When exposed to promotional Tweets from influencers as well as brands, Twitter users report a 5.2X increase in purchase intent. (Source)
  • 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities. (Source)

Influencer marketing goes hand-in-hand with social media marketing and content marketing. Even small
business owners have started launching influencer marketing campaigns to generate brand awareness. The
popularity of this marketing method is going through the roof.

Here is why:

People Are Getting
Tired of Advertising

In a world cluttered with advertisements, consumers often find it difficult to trust any claims made by brands. However, this feeling of distrust often diminishes when product recommendations come from a friend, family member or an industry expert. In fact, statistics show that 73% of millennials see it as their responsibility to guide friends, peers, and family toward smart purchase decisions.
Advertisements show up in every conceivable place, intervening with your viewing experience, whether you are watching a movie on TV or the Internet. As a result, people are getting wary of advertising. Statistics show that 47% of online consumers use ad blockers. That's why an increasing number of brands and businesses are turning towards influencer marketing.

Micro-Influencers
Will Be the New Face
of Influencer Marketing

Sure, getting Justin Bieber to promote your fitness brand is a good idea. But, how many of his followers will be interested in buying sportswear? Not many because his followers consist of teens in general.
On the other hand, getting a yoga teacher or a gym instructor with a substantial following will generate relatively more sales as they are more likely to have followers who are interested in buying fitness products. This new breed of influencers is called micro-influencers.

Live Videos Will
Be the Next Big Thing

With YouTube Live joining Facebook, Instagram, and Twitter's Periscope, live video is destined to thrive in the coming future. However, most marketers are still figuring out this feature as it is relatively new. But, live streaming will certainly give brands more creativity and flexibility in presenting themselves.
Because of its spontaneous nature, your target audience will not be expecting high-quality and tailor-made content. It is, therefore, a particularly good marketing opportunity for small businesses that can't afford to spend thousands of dollars on creating high-end videos.

Does Your Brand
Need Influencer Marketing?

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Absolutely! Whether your company is a B2B or a B2C organization, influencer marketing is the bridge that will connect you with potential prospects. People have always looked to peers when making a decision. With the emergence of social media, a single influencer (including micro-influencers as well as macro-influencers) can send out positive words about your brand to thousands, if not millions, of potential customers.

The collaboration with influencers can be as simple as providing quotes, interviews and blog posts to as complex as authoring ebooks and assisting with events and media. Innovative marketers can also use influencer marketing in a crisis to reach out to the existing audience base when your brand is being weighed down by misconceptions and false accusations in the news and media.

Finding the Perfect Influencers
for Your Brand

Though influencer marketing is a powerful tool, it cannot replace an integrated marketing plan. Combining it with your existing content marketing strategy can boost your social media outreach exponentially.

Finding the right influencer is the key to create an effective influencer marketing campaign.

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So, Who Is a Good Influencer?

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A good influencer can be anyone with a strong reach and expertise in your niche. A successful influencer actively communicates with the target audience by creating and publishing enticing content. In other words, a good influencer not only promises visibility, but also encourages your potential prospects to take proper action.

Influencers can be famous personalities or not. They should have a considerable following in the relevant industry. Sometimes, partnering with some celebrity may not necessarily translate into a successful influencer marketing strategy. Several companies have benefited by partnering with social media influencers instead of celebrities because their followers are more likely to act on the points raised by them.

In short, influencers can be anyone, from journalists to content writers who own a particular niche. They can also be the prominent voices in your industry or even your employees.

4 Things You Should Look into When
Finding the Perfect Influencer

Influencer Value

Influencer Value

Why would anyone want to partner with an influencer who doesn’t have any inherent value? Your partnership should be a win-win for all parties involved. So, before hiring an influencer, make sure he/she can add value to your brand or organization.

Follower Demographics

Follower Demographics

Your consumer base is where the money for your business is. If you hire a Facebook influencer even though the majority of your target audience is on Instagram, you are going to miss them by a mile. So, to find a suitable influencer, you must first find whether their followers align with your target audience.

Level of Engagement

Level of Engagement

The number of fans, followers, and subscribers are not the only pieces of the puzzle. Without engagement, all of these metrics can be misleading. The three key elements of social media engagement are conversations (comments/replies), likes and shares.

Content Quality

Content Quality

If the content fits the style of your product, your product will do well with the target audience. For example, if your product has a fun-loving tone, you can partner with an entertaining influencer. However, you need to make sure that the content quality reflects the voice of your brand. Pepsi’s latest advertisement is an example of what happens if your content quality doesn’t reflect the voice of your brand properly.

The advertisement posted on YouTube on 4th April, 2017 had to be pulled out after a day of intense criticism from people who said it trivialized the Black Lives Matter movement, a nationwide protest against the killings of black people by the police.

Ways to Find a Reliable Influencer

Manual search is still the most common way of finding the right influencer. Identifying who is currently sharing your industry-related news is the best place to
start your search. They can be anyone including your employees, journalists, thought leaders, or even your fans.

The next step is to look for people who are advocating your competitor’s products or services. Find out who is the biggest voice in your niche and the ones who
align with your marketing goals. You can reach them via email or social media channels.

Use Artificial Intelligence (AI)

On an advanced level, you can leverage social science, machine learning and AI to find the right influencer. Companies such as Soulmates AI are already using proprietary social listening and knowledge graphing tools with massive data sets to help marketing firms find the most suitable influencers. These tools, though a bit expensive, can help you find a deeper connection that goes beyond obvious demographics and social reach.

Research Hashtags

Hashtags research allows you to filter out influencers based on your contextual needs, making it easier to target the right influencers. This will help you identify the most active talkers in your niche as well as the blog topics they like. You can use a third-party tool to organize the list of influencers from social media channels, particularly Twitter and Instagram.

Blogger Outreach

Blogger outreach is one of the best ways to identify a potential influencer. Make sure to reach out to relevant bloggers. For example, if you want to promote baby clothes, don't reach out to fashion bloggers in general. Instead, focus on finding those who regularly write on topics closely related to baby fashion such as party dresses for toddlers, sportswear for kids, and comfortable baby clothing. Mommy bloggers who generally write about baby stuff can also be a good choice.

Micro Influencers:
Why Are They Your Best Marketing Choice?

Micro-influencers have smaller followings than macro-influencers. They are more connected with their followers because they have targeted focus on specific topics.

For example, Peter is an avid trekker and wilderness explorer. He loves to share his adventures through a variety of social media channels including blogs, Facebook, Instagram and even YouTube. Over the years, he has built a dedicated following of friends, family, and community. Occasionally, Peter shares his favorite trekking essentials such as footwear, clothing, and equipment, among others. As his followers love his posts, they often visit the places where he has been, buy the products he uses, and try the food he recommends. In short, Peter is a micro-influencer. He is the right influencer for your brand if your niche is trekking accessories.

Benefits of partnering with micro-influencers:
  • Better Personal Connection

    They may not be as famous as Kim Kardashian, but they have deep personal connections with their followers.

  • Affordable

    They are highly affordable because they have a smaller following. Even if you hire a number of micro-influencers to achieve scale, it will still be cheaper compared to partnering with a macro-influencer.

  • Higher Engagement

    They often have higher engagement rates because their audiences are more targeted. Research shows that Instagram influencers with fewer than 1,000 followers have a like rate of about 8 percent, while those with 1,000 to 10,000 followers have a like rate of 4 percent.

  • Easy to Reach

    Connecting with macro-influencers is getting increasingly difficult as the demand for influencer marketing continues to rise. However, micro-influencers are easier to get hold of in an increasingly competitive digital space.

  • Good ROI

    You can get the biggest bang for your buck due to higher engagement rates.

What Are the Best Social Platforms
for Your Brand?

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Plenty of social media platforms can aid your influencer marketing initiatives. However, the success of your marketing campaign will depend on the type of platform you choose. So, which ones are the best for you? The simple answer is the platform where your potential customers are.

The choice of your platform(s) will depend on your marketing goals, the level of engagement, and the demographics of your target audience. However, each platform comes with unique benefits. For example, you can find influencers with higher reach and good content quality on Instagram who are also affordable compared to influential YouTubers.

If your target audience comprises mostly women, a social media platform such as Pinterest is your best bet. On the other hand, if you want to provide fans with how-to content, YouTubers, though costly, will provide better reach and engagement.

According to a recent survey, YouTube, Facebook, and Instagram are the most popular social media channels when it comes to engagement ratio.

Preceptist Offers Cutting-Edge Influencer
Marketing Solutions

We specialize in developing innovative influencer marketing strategies and campaigns tailored to your needs.
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Pre-campaign Activities

We work with your marketing team right from the beginning by helping you identify the right influencers for your campaign. Our specialists will cultivate a well-defined strategy to identify influencers and brand advocates aligning with your business requirement.

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Campaign Execution

When it comes to influencer marketing, consistency is key. As a leading expert in influencer marketing, we understand the necessity of deploying a unified brand message. We are experts in running campaigns with high engagement and outreach. We not only collaborate with the best influencers in your niche, but also utilize the best features of social and content marketing to create a loyal brand following.

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Tracking and Analytics

We provide real-time data analysis and monitoring of campaign metrics, facilitating quick decision making during campaigns. You can arm yourself with invaluable data such as gender and age demographics, location, and engagement (impressions and clicks) demographics. UTM (Urchin Tracking Module) parameters and tracking codes are used to create detailed reports on campaign results.

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Key Features

  • Planning influencer marketing strategy and program
  • Pre-campaign consulting and campaign execution
  • Influencer identification, selection, and recruitment
  • Examining the list of profiles across analyst reports, articles and forums
  • Classification of selected profiles as believers, haters, or neutrals
  • Content co-creation, broadcasting, and monitoring
  • Social media platform selection, analysis, and monitoring
  • Engaging influencers via in-person events, online events, webinars, Google Hangouts, and Twitter chats
  • Measuring social media influencer outreach and engagement
  • Blogger outreach
  • Developing influence persona
  • Onsite event and conference influencer amplification
  • Understand product/services offerings and identify the key segments to target
  • Analyze and create reports based on the collected information
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How Can We Help You?

Get in touch with us to learn more about how Preceptist can help showcase your expertise to the right audience.