Imagine having a team of enthusiastic advocates who not only promote your products but also connect deeply with their followers, driving authentic engagement and trust. Welcome to the world of influencer marketing, a powerful strategy for small businesses looking to expand their reach and boost sales. Let's dive into how you can build and benefit from a team of influencers.
What is an Influencer?
An influencer is someone who has the ability to impact the buying decisions of others due to their authority, knowledge, position, or relationship with their audience. These individuals regularly create content that engages their followers and encourages them to take action, such as making a purchase or visiting a website. Influencers can range from minor celebrities to everyday individuals who have built a significant following on social media platforms.
The Impact of Social Media Influencers
Influencers are a driving force in modern marketing, with the global influencer marketing industry valued at over $16.4 billion. Research indicates that consumers find influencer content not only appropriate but also helpful. A study by Matter Communications found that 82% of shoppers have purchased, researched, or considered purchasing a product after it was mentioned by an influencer, family member, or friend online. The areas where influencers have the most impact include:
- Food and beverages
- Health and wellness
- Personal technology
- Consumer goods
- Beauty and personal care
- Babies/kids
Why You Need Influencers in Your Marketing Strategy
Influencers bring a unique advantage to your marketing strategy by acting as trusted voices who can sway their followers’ purchasing decisions. Here’s a compelling example:
I recently needed a new computer and was overwhelmed with options. After researching online and getting conflicting advice from friends, one friend’s specific recommendation led me to purchase a 4K iMac from Apple. This personal recommendation made all the difference.
Similarly, influencers can guide their followers toward your products, providing the kind of trust and authenticity that traditional advertising often lacks. As display ads become less effective due to ad fatigue and ad blocking, influencer marketing stands out as a more engaging and trusted alternative.
How to Grow a Team of Influencers
1. Set Campaign Goals
Before you start building your influencer team, define your campaign goals. What do you want to achieve? Increased sales, more website traffic, or enhanced brand awareness? Your goals will shape your strategy and help you choose the right influencers.
Example Goal Template:
- Influencer background info: Name, Age range, Social media platforms
- Campaign revenue goal: $XX in sales by XX date
- Number of expected posts: XX
- Platforms: Instagram, YouTube, etc.
- Special notes: Any specific campaign requirements
2. Manually Search for Influencers
You can find influencers through various methods:
- Use social listening tools to find influencers talking about your brand.
- Search industry-specific hashtags.
- Look at who your followers are engaging with.
- Follow industry blogs and newsletters.
Example Search: Search “#ad” on Instagram to find influencers who are already collaborating with brands. Look for those whose content and audience align with your brand’s image.
3. Use Existing Marketplaces
Influencer marketplaces like Tribe, TapInfluence, and Upfluence can help you find influencers efficiently. These platforms provide data on influencer reach, engagement, and audience demographics, making it easier to find the perfect match for your campaign.
Best Practices for Influencer Campaigns
- Transparency: Be clear about your expectations, campaign goals, and compensation.
- Engagement: Choose influencers with high engagement rates, not just large follower counts.
- Content Quality: Ensure the influencers produce high-quality content that aligns with your brand.
- Legal Compliance: Ensure all campaigns comply with FTC guidelines regarding sponsored content disclosures.
Conclusion
Building a team of influencers can transform your marketing strategy by leveraging the trust and authenticity they have with their followers. Start by setting clear campaign goals, manually searching for influencers, and using marketplaces to find the best fit. By integrating influencers into your marketing strategy, you can drive significant sales and build lasting customer relationships.