How to Use Influencer Marketing for Your Social Media Marketing Clients
December 24, 2018
One of the biggest evolutions in digital and social media marketing in the recent years is the development and rise in popularity of influencer marketing. Chances are, you’re already familiar with at least a few huge social influencers who companies partner with to help market their products with huge success—think the Kardashian/Jenner family, Gary Vee, Tai Lopez, or Dan Bilzerian.
Often, social media influencers are simply people who have development very strong personal brands, who have been able to captivate an audience of loyal followers who are very receptive to their tips, advice, or reviews. These influencers have a lot of social cachet that your social media marketing agency can leverage to help market your clients’ businesses online.
In this article, I’ll be going through the many benefits of using influencer marketing and how it can help your client’s businesses grow.
6 Benefits of Influencer Marketing
Influencer marketing can have an incredibly positive effect on any business. While we’ve focused a lot on the benefits of building a brand and becoming an influencer marketer, there are just as many reasons why you should embrace influencer marketing for your social media marketing clients. Here are six of the most important ones:
Influencers have established trust and loyalty
An influencer’s most valuable asset is their audience. They have already put in the work of attracting followers and building their own reputations. You can use the trust and loyalty they have built with their fans in order to reach users who are generally hesitant about trusting marketing and advertising. Influencers already have a credible reputation, and your client’s will only benefit from being associated with the influencer in the eyes of their audience.
Influencers advertise authentically
Many businesses continue to struggle with how to appear authentic when they’re trying to advertise to an audience, but influencer marketers remove this obstacle. Influencers are pros at creating personalized content—that is what their brand depends on—and even when they’re promoting brands, they are still able to come across as authentic. Influencers can help add a more personal touch to your advertising efforts—an endorsement from an influencer is like the most authentic testimonial for a company.
Influencers can help you reach niche audiences
The key to any good marketing strategy, whether it’s digital or traditional, is knowing what your target audience is and figuring out the best way to reach them. Working with influencer marketers is a great way to reach your target demo because they’ve already done the work of attracting a niche audience. They work like “magnets,” gathering specific communities in one place. So if you’re trying to appeal to foodies following a paleo diet, you know where to find them! Pretty much any niche you can think of, there will be an influencer who has already carved out a space in that niche—you just need to look for them.
Influencers can generate quality leads for your business
How, you ask? It might seem like an oversimplification to say that simply partnering with influencer marketers can help you find quality leads, but that’s not the case. In fact, the way that influencers build their audience is not so very different from the way you would be growing your client’s audience in order to find leads. Quite simply, influencers are able to speak to specific audience segments through personalized content—a recipe for driving conversions, which worked for 50% of marketers leveraging influencers. In essence, influencers are doing some of the groundwork for you when it comes to building the audience you need to source for leads.
Influencers can boost your ROI
An increase in quality leads often leads to an increase in everything else. The more conversions social media influencers earn you, the higher your social media ROI will be. In fact, working with influencers can improve your ROI by 11 times! With numbers like that, influencer marketing is obviously worth the time and effort.
Influencers can improve your SEO ranking
We’ve already talked about how influencer marketing can affect your bottom line, but it can also help you in some unexpected ways. This little-known benefit of influencer marketing is a real gem. An influencer putting a link to your website in their content can give your search ranking a major lift! Backlinks have a huge effect on ranking power, as they prove to Google that you are a quality site that is worthy of a high ranking.
To get the most out of a business’s marketing budget, you should make sure to choose the influencers you partner with carefully, and make sure the ambassadors you use cater to and reach the right consumers. Try to find the best influencer that will cater to the clients’ end-users’ queries. This means spending time researching the consumers and seeing which influencers they’re most likely to engage with, and also researching the influencer to ensure they’re the right fit for your client’s brand. Influencer marketing can be very effective, it may also be costly, so you want to make sure it’s worth it.
Can it Be Measured?
Though this social media marketing strategy has been proven to be successful, measuring ROI is the biggest challenge for influencer marketing. Key Performance Indicators (KPIs) and measurements should be aligned with other digital marketing efforts as much as possible.
Cost Per Click (CPC) and return on ad spend (ROAS) metrics are the primary KPIs, and thankfully many social media platforms such as Facebook and Instagram—which are also huge platforms for many influencers—have metrics that make it easy to see these metrics. Click trackers and/or site analytics tags should also be implemented, and reporting should be transparent between influencer, partner or technology, and the end advertiser.
The ROI and success of the partnership will also be dependent on the type of campaign you’re running. For instance, if you’re running a brand awareness campaign, then ROI could be determined based on likes, comments, and shares, or other engagement metrics, instead of more tradition metrics such as conversion rates.
How to Manage an Influencer
When choosing an influencer to partner with, it’s important to understand which pieces of the process they will be handling and will be liable for, and how flexible that is when it comes to matching your client’s needs.
Be sure not to overlook important factors such as the legal aspect, payment, management of sampling and product support, and understanding how to write terms and conditions that account for paid amplification of the content by the client.
Influencers tend to generate really strong organic reach, which is part of their value. However, paid amplification from you on behalf of your client with more targeted and trackable media than organic can offer an opportunity to see how results are scaled.
Thinking ahead through all aspects of what is wanted and needed from the influencer and what your client is looking to truly accomplish is critical to these efforts driving true business outcomes. You want to manage the expectations of both the influencer and the client in order to ensure a happy partnership that provides a great outcome for everyone involved.
You can learn even more about how to keep your social media marketing clients happy by enrolling in our Digital Marketing School, and learn everything you need to know about influencer marketing by checking out our Personal Branding & Influencer Marketing course. You can also follow us on Facebook, YouTube, and Instagram for helpful content daily, or visit our blog for even more FREE training!