Influencer marketing involves recruiting thought leaders and authorities within your niche to broadcast your message to a wider audience. Instead of marketing directly to an arbitrarily large group of people, you get in touch with influencers and form mutually beneficial partnerships to promote your brand. It is important to understand the science behind Influencer Marketing.
Social media and content marketing are two important elements of influencer marketing. When you get in touch with an influencer, you are essentially leveraging their social media presence to further your business goals. Additionally, the way you propagate your message involves a lot of content marketing. You either create content that the influencers proliferate through their own channels, or the influencers create content on behalf of you.
It’s easy to confuse influencer marketing with word-of-mouth marketing. Let us discuss the key differences between the two with an example. Say you’re following a popular movie reviewer on Twitter. When this person tweets “Batman V. Superman is an absolute must-watch!” they are influencing their subscriber base. Although, how the movie turned out, you might wonder whether your “taste” aligns with that particular influencer or not. Anyways, for the purpose of this discussion, well leave that out.
When you, as a subscriber, internalize this opinion and pass the message to your friends, you are propagating the message through word-of-mouth. Influencer marketing then, is the process, and word-of-mouth is often the medium.
If you’re looking to create an influencer marketing campaign of your own, there are several key things you have to keep in mind.
- Research your own audience and the subscriber base of the influencers you are potentially looking to partner with. Pick the ones which have the most overlap, i.e. the people who are most compatible with what you’re looking to promote.
- Once you’ve identified and partnered with your influencers, create a campaign which organically uses the influencer’s voice to promote your product or brand.
- Identify and track metrics that will determine the efficacy of your campaigns.
With that in mind, here is a detailed infographic that will explain the process clearly so that you can start building your own influencer marketing campaign.
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