Why Influencers Are Your Greatest Marketing Asset – As an expert in managing influencer accounts and measuring the impact of branded influencer content, CEO Tony Tran explains how brands can build successful relationships with social media influencers. It discusses the strategies that brands and marketers must implement in the period 2022-2025 to gain a competitive advantage.
Tran shares insights on how influencers can best navigate the complexities of working with consumer brands and content ownership issues. In an exclusive article with MarTech Advisor, he discusses the need to manage influencer data, the impact of pay-per-click (PPC) advertising, the role of long-form content, and more.
Why Influencers Are Your Greatest Marketing Asset
The number of advertising channels is growing exponentially, and consumer behavior continues to diverge from the homogenous groupthink to which it is accustomed. Winning brands are those that economically represent a diverse range of voices.
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Additionally, as consumer privacy and data protection regulations tighten, the opportunity to build unique data partnerships with influencers (similar to building data partnerships with publishers) increases tenfold.
Tip #1: Unless you’re working with a celebrity, don’t focus on the influencer’s specific followers. Influencer content trumps traditional brand equity even if the end user doesn’t recognize the influencer if the content is targeted at a receptive audience. Make sure this is clear to influencers to help them understand that their value goes beyond social followers and encourage them to create truly great content.
Tip 2: Proactively promote the value of transparency in all of your influencer partnerships. Influencers often have no idea how their content, data and likenesses are being used and the results they’re getting. A willingness to share data that other brands are reluctant to share can endear brands to influencers and enable more successful (and cost-effective) relationships in the future.
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Tip 3: Leverage influential data on consumer preferences in more than just your Instagram campaigns; feed this data into all your marketing strategies to justify your investment in influencers. This requires building relationships with influencers that not only involve sharing rights to content, but also access to ads and rights to data.
Influencers don’t just create great content; have accumulated valuable data on “which consumers respond positively to social recommendations and content from influencers.” Using this data in your marketing strategies, not just your influencer marketing strategy, will justify your investment in influencers outside of social media.
How can influencers best navigate the complexities of working with marketers and consumer brands, especially when it comes to transparency and content distribution?
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Influencers should take the time to learn about the complexities of modern brand-influencer relationships. Developing a standard framework for talking to brands about “custom content” and “licensing” is a great start.
After all, influencers are essentially publishers: they create custom content for brands (“branded content”) and then license the rights to use that content to brands.
Influencers should also proactively explore specific software tools that provide a secure environment for brands and influencers to share data effectively and securely.
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Technology is an example of such a tool, where access to ads and other data can be securely shared and revoked by influencers at any time.
Most influencer credibility issues stem from capturing follower numbers and engagement rates in the early days of influencer marketing. Both of these metrics are extremely easy to falsify, causing massive inflation in influencer payouts for less than ideal results.
With the myriad of tools available today, it’s extremely easy to prove the ROI of influencers, their content, followers and internal data. If brands and influencers work together for a more transparent industry, many credibility issues will disappear.
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Influencer marketing is going through the same growing pains as early PPC advertising. Back then, publishers artificially increased the number of clicks through click farms, which generated huge revenues and terrible returns for advertisers.
The first step is to create the right framework. Instead of asking, “How can paid media improve the performance of my influencer campaigns,” brands should be asking, “How can I integrate influencers into my holistic media strategy to achieve better results across all paid media channels?”
Because B2B audiences tend to be smaller, it’s even more important to choose your B2B influencer carefully. Be prepared to pay more for a good B2B influencer because their social influence is much more important than B2C influencers.
Process, People And Workflow
The type of content is also important. Longer-form content, such as articles and infographics, is key to successfully activating B2B influencer marketing. B2C content formats for influencers can vary, but typically attract shorter attention spans.
The social platform is also quite different. B2B influencer activations typically include Twitter, LinkedIn and Facebook. B2C is usually aimed at Instagram, Facebook, TikTok, Snapchat and others.
What are the ground rules for a marketer to invest in the right digital content creators and influencer marketing tools?
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What are the top 3 initiatives that brands and digital content creators can take to combat the lack of transparency, information asymmetry, and inability to measure the tangible results of influencer marketing?
The Worldwide Advertising and Research Center (VARC) predicts that global media spending will grow by 6% to $656 billion in 2020.
This prediction supports other research showing that advertisers are shifting their spending to digital media as consumers spend more time on smartphones watching videos, interacting on social media or browsing the mobile web.
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I believe that as the influencer space becomes more sophisticated, you will see it increasingly mirror the world of publishing in the form of data agreements and partnerships.
Schedule a demo to learn how it can help your business seamlessly pay TikTok influencers. Schedule a Demo From an experimental venture that recently passed, influencer marketing has rapidly matured and is driving the transition to mainstream digital marketing.
2020 looks set to be another year of consistent growth for influencer marketing as it expands its reach into new industries, social networks and content formats.
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For marketers increasing their investment in 2020, as well as those just starting their influencer activities, it is vital to get an accurate picture of the state of the field today.
In the first of two infographics below, influencer marketing platform SocialPubli provides an overview of the growing industry of digital content creators.
From influencer expectations and marketers’ perspectives to the social media networks that help influencer marketing scale, the infographic shares actionable information for successfully implementing influencer partnerships in 2020.
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The second infographic, authored by Ashley Zeckman of TopRank Marketing, focuses on B2B influencers – specifically, how to build a B2B influencer marketing strategy.
“B2B influencer marketing is essentially working with industry experts to add credibility, distribution and engagement to great brand content,” explains TopRank CEO Lee Odden in a Social Media Today post accompanying the B2B influencer marketing infographic.
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Influencer Marketing Tools To Find The Right Influencial People |
More than 600,000 marketers rely on B2B knowledge every day. Don’t miss the latest marketing tips and techniques delivered straight to your inbox. Welcome to The Shelf’s complete guide to influencer marketing strategy. Our marketing team, account managers and sales team have been hard at work compiling a virtual encyclopedia of influencer marketing campaign strategies.
Originally, this balek contained more than 10,000 words. But we shortened it. A little. However, this complete guide to your social media influencer marketing strategy includes:
A mom blogger raving about a skin cream that helps ease her daughter’s eczema discomfort? Is it a celebrity endorsement? How do we define it?
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How does it actually affect your marketing campaigns? How to create an influencer marketing strategy? Next, how do brands turn 💗 Instagram likes 💗 into conversions?
We cover all of this in this guide to influencer marketing strategy, but first we’ll start at the beginning:
Influencer Marketing is a form of word-of-mouth marketing where brands engage social media creators with influence in specific areas (👈 important) to talk to their own audience about various brand or product benefits.
Influencer Marketing At Scale
That’s because influencers (or creators) are people who others follow, look up to, and follow for advice and inspiration — whether it’s fashion, beauty, finance, technology, gardening, or even low-key interests like car manufacturing , agriculture. , or our magic!
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Influencer marketing is personal… Where paid advertising is often considered impersonal marketing, influencer marketing is much more personal and that personal touch drives sales and is the driving force behind the effectiveness of influencer campaigns. Four in ten millennials who follow influencers say they feel like social media influencers know them better than their friends. What about personal?
Influencer marketing is a more targeted approach… Influencer marketing allows brands to reach narrower segments of their target audience by giving goodwill to people that audience segments already like, trust and admire. Sixty one percent
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