What is an influencer and how can I incorporate them into my marketing plan?
It may seem unnecessary at this point in time to define the concept of an influencer, but by doing so, we can avoid any confusion regarding the differences between these profiles and celebrities, a common mistake made by those who aren’t familiar with influencer marketing.
The definition of an influencer
An influencer is someone who has been able to build a following thanks to creating written, photographic or video content on social networks and whose opinions, tastes and preferences are valued by said community of followers. This may be because of a number of different factors, from appearance, to charisma and credibility, which their followers admire.
An influencer’s qualification isn’t just due to their popularity, but rather their capability to influence their audience. In other words, the audience determine whether or not a person is an influencer. A celebrity may be an influencer simply because they’re able to start a trend amongst their audience, but to be an influencer you don’t necessarily have to be famous.
Influencer marketing has become popular precisely because of the fact that there are many different types of influencers; you can find an influencer in pretty much every sector and for every type of product these days.
What is an influencer and why should you incorporate them into your marketing plan?
If the objective of your marketing plan is to encourage users to carry out a specific action, working with influencers can help you achieve this much faster, thanks to their recommendations. Why are influencers useful for getting certain reactions? Because an influencer’s followers already value and trust their opinions. You just need to find the perfect way to integrate your brand or product into their feed in the most natural way possible and then let the magic happen.
Influencers have credibility: their audience respect their opinions and therefore are likely to taken their recommendations into account.
Recommendations: an important element
A big part of incorporating influencers into your marketing plan is their recommendations. An influencer’s followers are their biggest asset and they therefore take a lot of care into not aggressively promoting a product that doesn’t fit in with the style of their feed.
Being natural is key and is what makes messages so effective
How can you benefit from working with influencers?
Now you know what an influencer is and how they can help your brand, we’re going to take a look at the benefits of incorporating influencers into your marketing plan.
Here are the main advantages:
- Increase visibility
- Reacher a bigger audience
- Improve your brand’s reputation
- Boost sales
- Generate conversation on social media regarding your product, service or brand
- Get more traffic for your web and social media profiles, as well as more followers
There are very few brands that don’t have any of these objectives and many would be willing to pay a significant amount of money to achieve them. In addition to this, influencer marketing is very profitable.
Why is collaborating with influencers profitable? Because the return on investment of this type of marketing is much higher than other marketing actions
Steps for executing a marketing campaign with influencers
In order to successfully integrate an influencer into your marketing strategy, you should take the following steps into consideration:
- Define the campaign objectives: Do you want to increase brand visibility? Or get more followers? Boost sales? Whatever your objective be, remember that it must be measurable.
- Select the right influencer: a big part of your campaign’s success depends on the harmony between the influencer, their audience and your brand or product, as well as the target audience you choose, the values you wish to associate to your brand and the content you create.
- Plan your campaign actions: How do you want to involve the influencer? Do you want them to recommend your products? Do you want them to use your product and demonstrate how it works? Do you want to involve them in offline marketing actions, like events? It’s important to listen to your influencers and be open to suggestions, since they know their audience better than anyone else. We recommend communicating everything through a brief and allowing influencers to participate actively in the campaign.
- Execute and analyse: After all of the planning and preparation, it’s time to launch the campaign and measure the results. Measuring the results is essential for detecting what campaign actions worked best, correcting any mistakes and determining whether the campaign objectives have been achieved.
In conclusion, distinguishing the differences between an influencer and a celebrity can be decisive for the success of the your campaign.
Depending on what you want to promote, you’re not always going to need a particularly well-known person or someone with a huge following. It may be more beneficial to collaborate with micro-influencers. Check out this post to find out more about this profile.
In this article, we’ve clarified the concept of an influencer and how we can make the most of incorporating them into marketing plans. Get a step closer to influencer marketing success and download our free eBook!