According to a survey, 60% of online consumers
declare that they choose a brand based on their values and beliefs in line with
world records. We also know that 1 in 2 consumers trust influencers and even
84% give credit to online recommendations like friends' advice.
All of these companies are increasingly turning
to influencers to promote their products and services. This influencer
marketing (IM), once a common trend, has become part of the strategy of
companies of all sizes who invest in it to raise awareness about their brand
and increase sales. A market that is global, is expected to reach 15.7 billion
Hand in hand, companies have realized that it
takes a lot of effort to create, track and distribute results from IM
campaigns. Some rely on IM agencies, others use IM tools and platforms to
An Influencer marketing platform is software that
helps you find the right influencer for your brand and/or market. Also, manage
influencer relationships, and measure your promotion ROI. These are best suited
for small, one-way campaigns that do not require a high level of engagement.
This is because most platforms are unable to measure the level of involvement
of an influencer. And it usually requires a lot of time for data analysis, and
the skill to do so. It should be remembered that all activities must be done
internally by the team of corporate marketing.
Remember that influencers do their job when they
bring you the right exposure. But if your corporate image is not properly
promoted online, it loses all visibility (not to mention harmful).
Always prepare the soil before acting!
of the influencer
How can you choose the right influencer for you?
Obviously, it’s not enough to see how many people are watching its content or
the number of its followers. In fact, the main criterion for choosing an
influencer is their niche, which must be shared or at least compatible with
Does it make more sense to advertise a new
fishing accessory through an industry micro-influencer with 1 million followers
or 30,000 followers?
In terms of budget spending and potential
profits, the sector’s micro-influencers should be the best choice. While the
footballer certainly speaks to a wider audience, the latter is more common and
rarely with the specific interest inherent in your sector.
On the other hand, micro-influencers will reach
far fewer people but are probably much more interested in what you are doing!
Moreover, an influential follower of a specific
and detailed niche is more likely to consider him a trusted expert in the field
than a more general public figure. Since the public gives an expert and his
proposed products more credibility than a simple and unwanted advertising
message promoted by an incoherent profile. You can guess how the industry can
transfer its own credibility to micro-influenced products.
In the end, effective marketing is certainly a
very interesting and effective method for many realities. But only if properly
applied in a more complete strategy. It becomes useless and harmful if instead
it is communicated with an amateur, amateur approach and without a basic
Let's see on the other hand what are the
advantages of working with an agency.
benefits of working with an IM agency
The key skill of an effective marketing company
is to create and run effective marketing campaigns. They collaborate with
brands and influencers on an ongoing basis to create and optimize campaigns. A
good influential marketing company is able to effectively organize and manage a
series of campaigns with different features and below we highlight the main
benefits of working with them.
their own network
IM agencies know the purpose of the companies
they work with and understand the policies, standards, and other aspects that
make them unique, the elements they use to select the right influencer for the
brands they work with.
Established companies have their own networks and
often have special privileged contacts with influential people. This is
especially important when you consider that some influencers get hundreds of
offers from the brand every day and thus don’t get the time to deal with most
of them. In other words, they ignore them because they don’t know the brands
and/or don’t have time to evaluate all their offers.
With an agency, on the other hand, you have a
special privileged channel to communicate with them. So here are some
suggestions on how to look or get an appointment for antique items. They have
worked in the past.
connect companies with the most relevant influencers
Finding the right influencer for your business
can be time-consuming if you try to do it yourself. Also, the success of any IM
promotion depends on the effectiveness and coordination of the brand, product,
or service. Without this relationship, IM campaigns can fail, resulting in not
only a waste of resources but also a loss of your company's image. So that it
can predict future collaborations with other influential people who are
reluctant to work with you.
By relying on expert IM agencies, they will find
the most relevant and effective influencers for you so that you can focus on
your core business.
For example, Diesel successfully relied on IMA
agencies to help clothing brands launch a socially influential marketing
campaign by contacting 77 influencers and promoting hashtags on Instagram and
choose the social platform (s) that best suit your campaign
An influential marketing company knows how to
enliven a campaign by identifying not only the right influencers but also the
most relevant social channels. Indeed, choosing the right social platforms is
essential for campaign success.
One of the things to consider in this decision is
to evaluate how strong the influential community is on the social channels your
viewers use every day.
In our experience, you can trust agencies that
carefully choose the right channels to maximize your brand exposure. If your
audience is international or if you are targeting a specific market, consider
working with an organization that collaborates with influential people in
different countries and uses the specialized sector to get messages from their
customers. This company should work across all social channels but choose the
best one carefully for each company.
negotiate contracts and rates
An organization conducts discussions with
influential people on your behalf about all rates and terms of the agreement.
If you try to do it yourself, you know how stressful it can be and how much
potential confusion it can cause.
For example, in the case of sponsored posts,
there is no flat rate for influencers. In fact, it varies greatly from one
influencer to another, depending on the size of their audience, the engagement
they receive, and the industry in which they specialize.
Since an organization is already communicating
with influential people, they can select a short list suitable for your budget
and industry. Next, he will take care of communicating and negotiating with
selected influencers (with the approval of your company).
When choosing an agency for your IM promotion,
you are outsourcing the work to experts. They will do research, interact with
influencers, and review content created for your company.
The best agencies take care of all aspects of
your campaign and provide you with a report. In this way, they free you from
most manual tasks so that you can focus on other important aspects of your