What You Need To Know About Social Media Influencer Marketing
To state the obvious, social media influencer marketing is when a business or organization — whether big or small — partners with an influencer (real person who is well known in his or her industry, not another business or organization) on social media in order to either:
- Increase their brand or cause awareness
- Increase sales
- Increase site traffic
- Increase sign ups
- Or all of the above
Who are influencers?
Now that you know what social media influencer marketing is for, the next big question is — who are influencers? And who are the influencers you should partner with?
Now, don’t get confuse. Just because a person has a lot of followers doesn’t mean he or she is already an influencer. There’s a lot more to it.
Alex York explained it very well in his article "How to Identify Your Social Media Influencers" on Sprout Social:
“Social media influencers are power users who can help your potential customers make a buying decision through social networking. Whether they’re a blogger, product reviewer, industry expert or a trusted source of information, your social media influencers are unique to your field and product or service.”
If you’re thinking of doing this strategy, identify who are the best and most trustworthy people in your field or industry that can not only get more buzz for your product or cause, but also can increase your sales, conversions or sign ups.
There are actually a lot of lists of social media influencers you can search for on the Internet. List down the people who match well with your product or cause and reach out to them.
Make sure the influencer you’ve chosen to work with:
- Is an expert or reliable source of information in your field: Obviously, this is the most important part. Most businesses partner with influencers because of their credibility. It certainly shows that a lot of people listen to them.
- Has a lot of followers: If you want more people to see or read about you, the more followers the influencer has, the more impressions you’ll get.
- Gets a lot of engagement (likes/shares) on his or her social media page: There are influencers who don’t get much engagement on their posts. If you want to get even more attention, choose an influencer who gets high engagement on their Facebook, Twitter, Instagram or LinkedIn pages since most of your target audience are probably there.
When you do reach out to them, make sure you have something for them. I’m not talking about money or expensive stuff. Be creative. Offer them something that would make them want to say "yes."
When the founder of Visme was thinking of how we can get more backlinks last year, he thought of influencers since they consistently have high amount of readers and their content is mostly published on high domain authority sites. He didn’t focus on how they can help his company, he focused on how his company can help them.
VIsme asked if they would like their next blog post to be turned into an infographic before the publish date since visuals — especially infographics — get more likes and are shared more than other types of content on the web. Thus, their blog post will get more action and engagement. In exchange, they mentioned Visme in their article and linked it to our site.
So plan before you reach out to them. This can actually be a great brainstorm activity for your team.
Have you ever heard of the 5C’s of effective strategy with influencers? Check out Raymond Morin’s "The Five Pillars of Social Media Influencer Marketing" published on Maximize Social Business.