If you pay close attention to social media, you may find that many brands have teamed up with influencers on social media to achieve success. A case study on ASOS, a British online fashion and beauty store, shows that ASOS has reached a much larger audience after launching an influencer marketing campaign called #AccessAllAsos. Chloé, the well-known luxury brand, also teamed up with many top fashion bloggers for its Love Story campaign to raise awareness among high-end clientele. So how should you initiate your influencer marketing strategy? Let’s start with three simple questions.
1. Who are your influencers?
Influencers are the leaders among their own communities. They typically have an impressive impact on other members in many aspects. Most likely, we may find social media influencers with a large number of followers on one or more online platforms. Is that it? Of course not. You still need to consider the following:
- How many of their followers will see this shared message?
- Do their followers fit in your audience’s profile?
- Is your brand or product relevant to this influencer?
- How likely would they share your brand or product to their followers?
If all answers to these questions turn out to be quite positive, then you should start connecting with influencers.
2. Why they are important?
As we mentioned before, influencers may have great impact on other members’ tastes, styles, or decisions in a community. If your targeted audience still remains vague, identifying influencers can help you better understand your target market. You can attract more customers through these influencers. In addition, activating your influencers can strengthen your brand’s message. Once you convert these influencers into your advocates, they can help to raise brand awareness, achieve increased conversions, increase sales, or even create a trend in your industry. Besides sales, working with an influencer also helps to build your community, your customers’ trust, and enhance search engine optimization.
3. How should you find and connect with them?
Many self-serving tools are there to help you identify your influencers, such as Traackr, Buzzsumo, and Klout. But what you should do next is more crucial, that is, how to connect with them. Your goal is to cultivate a long-term relationship here. So before reaching out, you need to do sufficient research about what they like to post and how their followers react. When you are connecting with them, make the potential partnership mutually beneficial and personal. Also remember to encourage them to create the content they want because they are the expert in communicating with their followers. After teaming up, you need to pay close attention on their posts, social content, and their followers’ reaction.
Sounds like a lot of work? Indeed, you need to spend a considerable amount of effort on each of these influencers; after all, you are building a healthy relationship and reputation for your product or service here. If you want to learn more about influencer marketing, feel free to contact us or check out more posts on RCG blog.