Utilizing Influencer Marketing

Posted by Paladin on October 18, 2017

Influencer marketing has become a stronger marketing strategy over the years. It began with celebrity endorsements many years ago. Now, marketers are looking across social media platforms for non-traditional influencers. People perceived as average individuals can connect with the “regular” people about a product or service. Influencer marketing is an easy and fantastic tool to use and one you should be including in your strategy.

Get the Right Fit

Not any influencer will be right the fit for your product, service, or even angle of marketing. Let’s say you conduct classes, for a fee, targeting women need to learn basic car maintenance. You don’t want a man to review the class. If you sell an innovative type of false eyelashes, you’re not going to choose an influencer who never wears makeup or uses beauty products. Additionally, your influencer should attract your target market and have a substantial following to make it worth your investment.

You Need to Be the Right Fit

Good influencers receive a significant number of pitches each week. Great influencers get a significant number each day. It should be a mutually beneficial “fit.” Many influencers get pitches that left them wondering if the marketer ever paid attention to their content online. You want to stand out from the crowd. Be personable and let them know what content you saw that attracted you to them in your pitch. Don’t use a boilerplate form letter; make it a personal note.

You Scratch My Back, I’ll Scratch Yours

Influencer marketing is very much a partnership. They are doing you a favor so you should reciprocate. If they’re posting sponsored tweets or creating sponsored Instagram posts, share those same posts out to your followers. Take it a step above and share a few other posts of theirs that are not about your product but maybe personal or funny. When you share their posts, you are helping them find new followers and grow their network while they are sharing about your product or service.

Engage Them, and Make Them Feel Important

Whether it’s during a campaign or after, create loyalty by composing engaging posts; posts in which you tag your influencers to gain their opinions. You will reap the benefits later. It allows them to feel important enough that you asked for their input, insight, or wisdom that your followers and theirs will see. It elevates the both of you in many ways and your influencer will want to work with you again and again.
Influencer marketing won’t be going away anytime soon. It will just continue evolving across the various platforms we use. By utilizing these strategies, you are well on your way to developing a good relationship with influencers that will help you incredibly in the long run.

Influencer marketing on social media is seen as primarily a tactic for Millennials and Gen-Zers. This overlooks the opportunities for Gen-X and Baby Boomers. More seasoned employees across multiple generations can strengthen your team’s reach. Learn how to leverage your generational diversity with our new white paper.
Paladin Multigen White Paper

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