“Influencer marketing” is yet another form of marketing you should care about.
And think about it…which would you believe? Your best friend’s sky high praise for the most amazing steak restaurant ever…or a TV commercial telling you a certain restaurant has the most delicious steak ever?
The internet is all about relationships and word-of-mouth. Except now, because of the ease, that word-of-mouth works far faster and spreads to more people.
So, “influencer marketing,” which basically means to build relationships with people with large online followings and get them to promote your company, is a big deal.
What makes influencer marketing work?
- Give Them Something First
The easiest way to get an influencer to do something for you involves you doing something for them first. What that looks like depends on what you want the influencer to do for you.
If you want a simple social share, you don’t have to do much. Just send an email making the influencer aware of the amazing content you just published.
If you want a plug in their email, that will likely cost you some money. You may also be able to negotiate promoting your business to their email list in exchange for promoting them to your own list (as long as it’s sizable enough).
- Make Sure You Have a Measure of Success
What is it that you really want to get out of your influencer marketing campaign? It could be:
- Social followers
- Newsletter subscribers
- Search rankings
- Guest post opportunities
Whatever is most valuable to you can be your definition of success.
- Don’t Look Too Much at the Size of Their Following
To a certain extent, the size of the influencer’s following does make a difference. But, don’t make that your primary determining factor of whether to engage them or not.
Instead, look at how engaged their communities are. How many followers do they have? Now, divide that by likes, shares, or comments per post.
That gives you a much better idea of how engaged their audience is. A smaller, but more engaged, audience drives you far more leads than a large one that doesn’t care.