When was the last time you were exposed to
traditional marketing such as print media or television advertising? We know
this is not the case. Social media influencer marketing is an important part of
your overall digital marketing strategy. To make it work, you need to work with
the right influencers. In this blog, we will show you how you can do social
media influencer marketing in 2022.
of Social Influencer Marketing
Due to the loss of traditional marketing, digital
marketing is increasing day by day. As we mentioned earlier, influencer
marketing should be part of your overall digital marketing campaign. Marketing
with social agents has several advantages, let's look at five of them:
1. Pull it, don't push it:
If you're a marketer, you've probably heard of
the "pull and push" strategy. 40% of social media users use ad
blockers, making it difficult to promote products or services to customers.
Social media influencer marketing is based on a pull strategy where users
actually pull products and influencers act as intermediaries.
2. More reliable than
Successful people invest a lot of time in gaining
the trust of their supporters. It certainly won't happen overnight. Influencers
create a compelling story that draws in their followers. If supporters are
genuinely active, they form part of a long-term bond with their influencers.
When such incidents occur, he instills devotion and faith in their hearts. They
follow people and trust their advice and recommendations.
3. Niche targeting:
In order to sell their services or products,
every brand needs to constantly meet new audiences. But, it is important to
understand who you are trying to influence before you approach people with your
products or services. You should always try to entice and distribute your
products to a target audience who is very interested in your offerings. If you
target a niche audience with specific demographics, you can improve your
chances of effectively marketing to them.
4. It's about value:
Why do you think influencers around the world
have millions of followers? Is it just an excuse to spend more time on social
media or watch more interesting content? In fact, most people follow an
influencer in the first place because they feel there is some value or worth in
learning from them.
5. It's Not Expensive:
While social marketing is indeed effective, it
remains a relatively inexpensive marketing method. But, most companies are
unaware of the costs associated with social media influencer marketing. This is
why they don't include it in their overall marketing strategy.
How to find a social media influencer for your
This part is really interesting because there are
more than 500,000 active influencers on Instagram alone. This means you have a
lot of potential for influence. This means that you must try to find the right
effect. So let's find out how to find the right influencer for your brand:
Set clear goals:
We have said many times that failure to plan is
failing to plan. If you want to start thinking about joining social media
influencer marketing in your business marketing strategy, you need to ask
yourself a few questions:
What is it worth to your brand?
Which social media platforms do
most of my potential target customers spend their time on?
What do I want to achieve from the
influencer? (eg, sales, reach)
Once you have dealt with these questions, move on
to the next step.
Understand your target market:
You can dine with ads for everyone. You need to
talk to the right people with the right tools to achieve an effective approach.
The first step in this campaign is to determine who your target market will be.
Developing a specific target market is a great way to introduce who you are
trying to reach. Once this is done, create an appropriate group of influencers.
This will help you know the characteristics that your influencers are looking
Once you've chosen your target market and
influencer list platform, it's time to research those specific influencers. It
should be remembered that your brand reputation is now under threat, a wrong
move can damage your business. So dig deep and narrow down the list of
influencers as much as possible.
Direct text is a good starting point. If you
notice an email, use that as well. Don't just send a standard DM or bulk email.
Sending individual emails to each influencer may take a little longer. But it
will show that you are serious about your future relationship. This will
increase your chances of reaching a deal.
with influencers in B2B
Influencer marketing delivers high ROI. American
communications experts estimate that every dollar invested in an influencer
marketing campaign returns an average of $6.50. This is higher than the ROI of
other commonly used marketing methods. Not surprisingly, nearly 60% of
marketers plan to increase their budgets in this direction within the next year
61% of B2-B consumers trust social media
recommendations from their friends, family, or influencers, and only 38% of
consumers trust brand social media recommendations. This is because the average
cost of an order in B2B is often high, and purchasing decisions are not made
instantaneously and may involve many people at once.
Effective influencer marketing helps B2B
Maintain and increase customer
Here is a step-by-step guide to help you develop
your influencer marketing strategy:
goals, and KPIs and set a budget
It's hard to start a campaign without knowing
where it will lead. In other words, clearly defined goals must be set. Avoid
setting measurable or impractical goals, such as simply "increase brand
awareness" or "retain more customers."
After defining a goal, the next step is to assign
appropriate quantitative and qualitative KPIs to each goal.
After that, it is important to determine the
budget: write everything there - from the cost of cooperation with influencers
to the promotion of the created content.
Let's say you're building an AI-powered CRM
platform. Obviously, it's not relevant for you to ask lifestyle bloggers to
tell their audience about your product. Instead, you need to find influencers
whose audience needs a new CRM tool to grow their business.
Before you start looking for new influencers in
your niche, try to find brand advocates you already know. For example, among
your employees. IBM did just that, encouraging its employees to share
meaningful tweets on their accounts about the company's latest products and
Alternatively, it is wise to use existing
customers. They are already familiar
with the benefits of using your products and services, and when they recommend
your brand on their website or social media profiles, it is considered
trustworthy. Also, such methods can significantly reduce your budget for
Another option is to identify industry leaders,
content creators, and speakers who are already talking about your brand. They
may already tag your brand in their social media posts. Or they may mention
your product in one of their blog posts.
This step includes evaluating potential
influencers in terms of their:
Social media is reach
Audience engagement metrics
Stories of collaboration with
Presence on communication channels
other than social media
Assess their audience composition
and find out if it resonates with your target customers and your business goals
relationships with influencers
After identifying the influencers you want to
partner with, you need to build strong relationships with them. This process
becomes easier when you work with someone who is already familiar with your
brand and product otherwise, you have to start from scratch.
To friend an influencer, follow them on social
media, share a post on your blog, leave a comment on one of their posts, and
more. The idea is to get influencers' attention before approaching them with a
collaboration proposal. You can try incorporating them into your content, such
as using statistics or quotes from their posts, or even contact them directly
for comments on your story. Such an approach will help lay the foundation for a
Potential Influencers with Top-Rated Content
This is another good way to get started with B2B
influencer marketing. Instead of reaching out to influencers in your industry,
you can lead your brand in creating content. This, in turn, will encourage
industry leaders and other respected individuals to partner with you.
Monitor your KPIs to determine if your marketing
campaign delivers the desired results. For this purpose, you can use various
monitoring tools like Google Analytics, Brand Analytics, etc. Also, use social
media analytics data.