By Morgan International Staff Writers
Influencer marketing has been something of a buzz phrase this year, with more and more marketing professionals turning to this method to get results. The whole idea of influencer marketing is hardly a new concept, people have been getting paid for ‘name dropping’ brands for years - but it seems to have reached a new level of popularity in marketing strategies in 2017.
Influencer marketing has been harnessing the reach of social media, so highly respected people, either celebrities or experts in the relevant line of business are being utilized to promote brands and increase brand awareness and trust. This has worked well for many businesses and continues to be an effective marketing method.
However, there is also the concern that an influencer could have a negative impact on your brand. For example, they may send a badly received tweet and their connection with your brand could cause serious reputational damage. Therefore it is highly important to set up a productive way of working with an influencer.
Influencers will generally not like to feel like they are being monitored, but if you are paying for their services, you have a right to keep a check on how they are communicating. Real time monitoring will ensure if a controversial tweet is sent, you can try and limit the damage by getting it removed quickly and preparing a line of response. You should also work with the influencer to ensure they are aware of the impact their actions can have on your brand.
Striking the balance between monitoring and controlling the content that goes out and ensuring it comes across as authentic can be difficult. It can be hard to let go and give an influencer free reign to say what they like. However, if what they communicate doesn’t seem to reflect their genuine, authentic views, then their followers will see straight through this. You must build trust with the influencer so that you feel comfortable letting them get on with the work.
3. Audience relevance
One of the most important factors in achieving success with influencer marketing is making sure that you are reaching the right audience. It is pointless getting a celebrity who is followed by predominantly teenagers to promote a brand that is targeted at an older generation of audience.
Influencer marketing is hot right now because it is seeing successful outcomes. As long as you can develop a highly productive way to work with the influencer, this marketing channel could be highly beneficial to your brand. It is an ideal time to consider consulting with a CDMS (Certified Digital Marketing Specialist) qualified professional.