It’s no secret that influencer marketing has become one of the most popular methods for brand awareness. In a nutshell, influencer marketing is when you get social media influencers to promote your product and build trust towards it among their followers.
Crowdfunding campaigns use influencer marketing as it brings unprecedented brand awareness and a loyal consumer base.
However, influencer marketing doesn’t always give the expected results. And here is why.
The conversion rates and/or traffic to your page might be low because your brand is being promoted by the wrong influencer. Thus, finding relevant and high-impact influencers is the key to success.
To accomplish that, I’m going to show you the exact strategies and tools we use during our campaigns that end up being super effective.
In this article, you’re going to learn:
Let’s get started.
There are a lot of tools and platforms that connect Influencers and brands. They also help you find influencers and identify their engagement rates.
However, let me first show you how to find influencers for free. You won’t be surprised to learn that there is a search button on each platform.
Go to the Influencers section and search for influencers by topics and/or location.
For example, I’ve selected Yoga:
And here I have the top influencers in this niche:
Warning: Don’t get married fast. The numbers don’t always express the reality. Before going and paying an influencer to make sure her influence is as big as the number of her followers. Pay attention to the engagement rate.
So how is the engagement rate calculated, and what is an engagement rate?
Engagement rate is a metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people interact with the content. Factors that influence engagement include users’ comments, shares, likes, and the number of followers.
To calculate an influencer’s engagement rate, total the engagements (likes + comments) across all of the influencers posts on a particular profile then divide by the total number of followers and divide that by the number of posts (to get the per post average).
Or just get Analytics by WeFind Google Chrome extension.
This plugin is really easy to use. A sidebar appears every time you visit someone’s Instagram account
We can see that the in this case engagement rate is 3.4 which is high enough. I consider 2+ as a good engagement rate. She does about 6 posts per week and has 62K likes and about 1K comments on average. That’s really good
Go and try your personal account, it’s really interesting. 😀
Upfluence is another influencer marketing tool to find influencers, create campaigns and see a lot of social media activity and trends.
It allows also to find influencers’ other social accounts. I also have a Google Chrome extension which lets you see the engagement rate of the account and some demographics.
Even if you use it for free, you still have 10 profiles a day to check 😀
Although TikTok is very trending nowadays, there aren’t many tools one can use for its exploration.
That’s why I recommend:
Research the influencers and their engagement rate before reaching out to them. Identify the niche of your company. Whatever industry you’re in, whether you’re in the beauty or pet industry, or your product is tech or innovative, go and do some research on the best influencers in the field.
Ever wondered why your messages are left unopened or your genius idea is ignored by the influencer?
Here is why:
They don’t know who the hell John Newman is. They receive tons of messages and cold emails, DMs, etc. They get a lot of promotional auto DMs, final sale messages and promotions like the rest of us. The difference is they get ten times more.
Before you knock on their door with your brilliant offer, make sure they have noticed your name several times.
Let’s imagine you’re on Instagram, and you’ve found that one influencer.
Influencers receive hundreds of emails and DMs regularly. So be specific with your offer and don’t just tell them how much you love them and how passionate you are to be featured on their page 😀
Be specific on what it is you offer and what you expect from them. And remember to leave the door open for negotiations.
Be ready to compromise.
If your content is really engaging and not too promotional you have a chance of being posted without additional payments and fees.
However, the more popular an influencer is, the more they will expect to receive. That can be a fee for a post, or a commission from the purchases coming from a link (read more about affiliate marketing here) or a discount special for their followers. Some will just need a sample as a gift to try out to create a review on IG or a blog.
What to include in your offer when reaching out to an influencer?
Remember all the things I was telling about your expectations? I forgot to mention that you should never limit your influencer’s creativity unless it harms your brand.
The more unique, personalized and natural the promotion the better it works for them and for you.
Always leave a room for influencers to get creative and act the way they acted before. Because their followers love them for who they are. A true influencer always knows the content his fans expect to see and hear.
After they have posted your content don’t forget to thank them and ask them to add you to their contacts. This is to keep in touch and to work with them in the future.
Remember to stay tuned in to their activities. Follow all their social media channels and blogs. Always comment and share their posts and photos on your page and mention them while providing backlinks to their pages, blogs, and accounts.
If implemented in the right way, influencer marketing can be a key driver in building brand equity and value. The key is to find the right influencer who can tell your brand’s value proposition in an authentic way. If the influencer actually derives value from your product and cares about your brand it will shine through their testimonial and inspire their followers.
Influencer marketing is also being widely used during crowdfunding campaigns, as crowdfunding products need this kind of promotion (learn how to run a killing PR campaign with these PR tools) and brand awareness more than others.
I hope you’ll find these strategies useful.
And last but not least, don’t be shy to reach out to an influencer with an offer. You have nothing to lose if they don’t respond, but a lot to gain if they do.
Better an OOPS!, than WHAT IF 😀