Do you know what Influencer Marketing is and how to effectively implement it into your strategy? There is often a misunderstanding when it comes to Influencers and what use they can be for businesses, which is why we are here to clear that up!

So its pretty obvious that the market has become saturated, the days that huge celebrities were the only Influencers seems like a distant memory. Yes, this means the opportunity to get caught up in fraudulent activities is much higher, but don’t let this lose all your trust in Influencers!

So what actually is Influencer Marketing?

We all know what Social Media Marketing is, well Influencer Marketing is essentially part of that. Businesses are working alongside Influencers to help their growth across social media. Sounds pretty simple huh?

But how?

We advise creating an in-depth strategy before you begin working with any Influencer because there is more to the process than you may think. As part of your strategy, you should consider the following steps:

Step 1: Decide on the product

Although this sounds fairly obvious, it really does take a lot of thought. You need to ensure the product they promote is popular and that the ROI is worth-while.

  • How much is the product/service worth that they will be promoting?
  • Is one product/service that you offer more popular than the others?

Step 2: Search for Influencers

When it comes to finding the right Influencer, industry is key. People buy from people that they trust, so ensure they are relevant to your industry.

Example: If your favourite Personal Training coach posts an ‘Ad’ promoting McDonalds, you’re going to feel a little strange right? It works the same with all industries, if the product they are promoting is extremely random, people won’t buy it.

If you do not trust the Influencers that you may potentially work with, how do you expect others to trust them? Trust can be built through doing thorough research on each of the individuals ensuring that they are trustworthy and haven’t done anything disloyal to others in the past. If you decide to work with somebody that has a bad track record, people may also look at your brand in a negative way.

Remember: All Influencers have different guidelines and expectations when working with businesses. Influencers with larger followers may prefer money in exchange for content creation, whereas the small followings often create content in exchange for free products. This should be discussed before any contracts are designed.

Step 3: Prepare

Now you have a list of Influencers that you would like to work with, it is important that you are fully prepared with the relevant information that you will be sending across.

  • Have you prepared an email that you will be sending?
  • What attachments will be sent?
  • Are you prepared to speak on the phone?
  • Do you know what questions to ask?
  • Do you have a budget in mind?
  • What do you want from them?

Working with Influencers doesn’t always go to plan because they all work in completely different ways, but you will be a step ahead once fully prepared. Preparation is key.

Step 4: Get in touch

Now it is time to get in touch with those Influencers you selected during your research.

Be prepared to speak to these Influencers through their agents, this isn’t uncommon. Due to your preparation beforehand, you should be equipped with relevant information to answer all questions that they may have.

Step 5: Write a contract

This is probably the most important step, so it is crucial that this is done properly. A legal agreement between your business and the Influencer is essential to outlines necessary information for the campaign ensuring all obligations are met. When writing a contract, consider adding:

  • A realistic timeframe
  • Objectives – what do you aim to achieve by the end of the campaign? How will they determine this success?
  • Number of posts/stories – don’t be afraid to be specific
  • What type of content you require. Images, videos or carousel? Should they include hashtags? Mentions?
  • Type of compensation – Will they be paid? When will they receive the payment? Perhaps you are sending a free product in return for a mention?
  • Legal Obligations – We recommend having a generic ‘legal obligations’ section of the contract written up that can be attached when working with varied Influencers.

Step 6: Track the results

Although the Influencer’s duties tend to include tracking, it is key that you also track the results internally. It is great to look back at previous analytics to examine what significance the Influencer has brought to your business.

Working with Influencers has a number of benefits, we recommend looking into an Influencer Strategy to help the growth of your business. 

If you’d like to see what our clients have done with Influencers relevant to their industry, get in touch and we would love to share. Check out Social Media 2021 trends here.