For many consumer-facing businesses, social media is a great medium to reach out to the target audience. Influencer marketing has given brands the best return on investments when it comes to correlating the money spent on influencers with the actual sales generated through these influencer marketing campaigns.
Many brands feel difficult to find influencers that match their brand’s personality. When you ask a marketer how to find influencers for your brand, the best solution some of them have is to use an influencer marketplace like Quikplace. Here, brands not only get the right influencer, but the service also guides them through the entire influencer marketing process. In fact, 61% of marketers have agreed it is difficult to find the right influencer that matches the brand's personality, thus making influencer marketplaces like Quikplace a great place to search for the right influencer for your brand. In the same survey, over 80% of all marketers have said influencer marketing is one of the best ways to boost sales and increase brand awareness.
With this being said, here are some of the things you need to do if you are planning to get influencers to promote your product-
Many people across social media platforms claim to be influencers with a large following. To ensure you aren’t taken for a ride, try to connect with every prospective social media influencer and check if their followers are organic or not.
Again, using influencer marketplaces will solve this problem completely. Once you have a tentative list of genuine influencers, you then have to put yourself in your target audiences' shoes to understand which kind of influencers they generally follow.
For example, if you are selling sneakers, you should try to find influencers that these teenagers and young adults follow. They could be sports stars, film celebrities, beauty and fashion influencers, dancers, and other influencers that interest these youngsters. Make a tentative list of popular influencers your target audience follows. Ensure they are not currently sponsoring any of your competitor's products.
Now that you have a list of influencers that your target audience follows, you have to check how engaged they are with their followers. Again, just having a lot of followers does not mean they are famous, what matters is how much they interact with the said audience- this includes replying to their comments, tagging them, resharing their posts, and so on.
It does not matter if the influencer’s target audience is smaller than what you expected, what matters is how well engaged he is with his target audience. What you also need to look for is if the target audience fits the profile of the influencer you intend to hire. If you are selling expensive, high-quality branded sneakers, it doesn’t make sense to hire an influencer who specializes in giving light-on-the-pocket fashion tips to teenagers.
Many times, a single post may not be enough to ensure a good flow of orders. It is always recommended to get your influencer to go the extra mile to increase conversions. For this, you can brainstorm with your team and influencer to see how you can offer something unique, something that would interest the followers and encourage them to make a purchase. This could mean getting them to answer a quiz, choose from a lucky draw and do much more.
You could also motivate your influencer to increase sales by adding a variable component to their compensation. This could include a commission on each sale when customers use a special promo code to place an order from their sponsored post.
Despite the influencer’s best efforts, if you aren’t seeing an increase in the number of sales, you can give an extra boost to your influencer's efforts by boosting their posts to reach a wider audience. You can do this by asking for access to the influencer’s social media accounts to get this done.
Influencer marketing can help brands achieve a lot of things- increase sales, signups, or downloads. With ads everywhere, many people tend to take them for granted. Word of mouth marketing is seen to be more effective than adverts when it comes to increasing conversions. Influencer marketing is a sort of implied word-of-mouth marketing, where the influencer is seen as a friend who has used a product that solves a problem.
A survey of leading marketers has shown that more than 85% of marketers find better returns on investment (ROI) through influencer marketing campaigns than against other marketing channels. Traditional marketing channels like TV, radio, and print media are slowly becoming obsolete as there is little chance of seeing an effective return on investment as against virtual peer-based marketing through influencers on social media platforms like Facebook, Instagram, YouTube, TikTok, and others.