Updated: Jan 1
The Ultimate Guide to Growing Your Business with influencer Partnerships
Influencer Marketing uses people with authority, expertise, and popularity to influence consumers to take an action. Influencers typically have solid followings online (think blogs or social media) and a notable impact within their online community and network.
In this hyper-fragmented, noisy world, one major lever for brand growth lies in creating authentic partnerships with influencers who have the power to persuade your target audience. But do not confuse attention with influence. In marketing, we thrive on attention, but attention without trust is just noise.
It’s almost impossible to scroll through social media without seeing some form of influencer marketing. Everywhere you look, influencers are showing off their latest snacks, clothes, makeup brands or many other, and that’s just the beginning.
From traditional posts to ever-popular Instagram Stories to long videos, influencers are always finding new ways to be sponsored on their favorite platforms.
When it comes to defining influencers, it’s important to note that anyone can be an influencer. If you have one follower, you have influence. If you get one like on your posts, you’re generating engagement.
Influencer marketing content delivers 11x higher ROI than traditional forms of digital marketing.
Twitter users report a 5.2x increase in purchase intent when exposed to promotional content from influencers.
40% of people say they’ve purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine or YouTube.
Influencer Marketing and Your Inbound Strategy
Utilizing an inbound approach with an influencer marketing campaign can drive awareness, cultivate a qualified audience and strengthen owned media over time. So how do you tie these two together?
Here are a few ways to get started:
Have an influencer write a blog post about your business.
Have an influencer share your product or information about your business on their social media accounts. (i.e Instagram, one of the most popular approaches)
Ask an influencer if you can create a guest blog post for their website and link back to your website.
Qualifying Potential Influencers
Before reaching out to a potential influencer, ask yourself these questions:
Is the influencer is sharing content and developing a following relevant to your business and the particular market segment you want to target?
Will the number of people you could potentially reach through the influencer’s follower base bring value to your business?
Is potential level of engagement the influencer can create with an audience both valuable and relevant to your brand?
Influencer Marketing By The Numbers
Influencer marketing is an incredibly popular marketing tool right now, and for good reason:
Nine out of 10 brands are using some form of influencer marketing.
Unless you want your company to be left behind, it’s time to start exploring your options for influencer marketing. No matter what industry you’re in, there’s sure to be at least one influencer who fits your needs. And don’t be worried if you can only find smaller influencers in your niche, because generate an equivalent earned media value of $18 per $1 spent.
Influencer marketing agencies are growing in popularity
As with any business strategy or tactic, influencer marketing is becoming standardized. There are now agencies like ours that represent influencers. Its agencies designed to help brands find the best influencers for their strategy. As business surrounding influencer marketing continues to grow, the marketing itself will also keep expanding.
To promote your store.
Promoting an online store is probably the most common and most obvious way that ecommerce brands can use influencer marketing. When influencers are talking about or promoting your brand and products, it’s easy for them to provide a link to your ecommerce store. In fact, it’s easier than telling someone they need to go to Target or go to “wherever books are sold.” Instead, they can add a link directly to your page, which means potential customers are less likely to get lost along the way.
Tip : Create a code or provide influencers with specific links to your page. This way, you’ll be able to track and see the ROI of your influencer campaigns.
Use testimonials from influencers.
Every brand needs more testimonials on their website, but sometimes customers don’t think to come back and leave a review or share their experience. When you work with an influencer, you can capture their testimonial and their story. By putting their information on your site as a whole or the page of the product they’re reviewing specifically, you can provide more social proof to your potential customers so they feel more confident purchasing.
Tip : Outline what kind of testimonial you want from the influencer at the beginning of your campaign. This is the best way to ensure that they capture all of the content and ideas you want to see in their testimonial.
Offer a promotion with an influencer.
Offering a discount when you’re working with an influencer is such a great way to increase your sales and ROI on the campaign. First of all, like we mentioned earlier, having a discount code specifically for that influencer will allow you to track their conversions. Beyond that, though, many people will strongly consider making a purchase if they can save some money while doing it. Sometimes that can be the tipping point that really inspires someone to click through to your shop and make the purchase.
Tip : Alongside a base rate, you can negotiate with the influencer to offer them a percentage of each sale made with their code. This can encourage them to be thorough when creating their campaign.