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Influencer Marketing: why is it important and how to do it?

By Livija Kasteckaitė
Over the years research has shown that it has become increasingly popular and effective for companies to reach their target audiences through influencer marketing. Jack Shepherd, the marketing director of Social Shepherd, stated, “93% of marketers are using influencer marketing”. However, some companies still need help integrating it into their marketing strategy. Don’t worry! All […]
INFLUENCER MARKETING: why is it important, and how to do it?

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Over the years research has shown that it has become increasingly popular and effective for companies to reach their target audiences through influencer marketing.

Jack Shepherd, the marketing director of Social Shepherd, stated, “93% of marketers are using influencer marketing”. However, some companies still need help integrating it into their marketing strategy. Don’t worry! All fog of uncertainty will be dispersed!

In this article, you will learn what influencer marketing is, why it is essential, how to develop a successful strategy and how SEO can benefit your influencer marketing campaigns. This will help your company to understand all the missing potential

Let’s dive in!

What is influencer marketing?

Influencer marketing involves brands partnering with influencers. If you don’t know who influencers are, they have a large and engaged following on social media.

They share content and knowledge about your business services or products through sponsored posts or videos on their social media channels or other popular platforms.

During the research for influencers you will see that they have different niches, they are making different content types and have varying post quality.

Why is it important?

Influencer marketing has become a popular choice for companies as it offers a unique and effective way to reach their targeted audience.

For example, when brands partner with influencers they take advantage of their credibility and reach a wider audience through social media. In addition, followers are more likely to trust their followed influencer’s opinions and act based on their recommendations.

Influencer marketing, as a result, becomes an effective way to build brand awareness, increase engagement, and drive sales.

As Neal Schaffer once said:

“Perhaps the most significant advantage of using influencers is that you can choose people who are part of your target market or who appeal to your target market.”

Influencer marketing is indeed a valuable tool for companies to reach their target audience and build a strong brand presence.

How can you develop a successful influencer marketing strategy?

Developing a successful influencer marketing strategy requires careful planning and execution. This article will review the critical steps to developing a successful influencer marketing strategy. These paragraphs include defining your goals and KPIs, targeting your audience, understanding platforms, researching influencers, maintaining long-term partnerships, creating high-quality content, and measuring your results.

7 STEPS to create 
SUCCESSFUL strategy

Following these steps will help you create a successful influencer marketing strategy for your brand:

1. Define your goals, KPIs, and budget

You’ll first need to understand why you need an influencer and what content you would produce.

Secondly, you will need to choose 2 KPIs (key performance indicators) and optimize your influencer marketing based on these.

Thirdly, create a budget to determine how much you are willing to spend. Influencers have different prices, which depend on their account following: the bigger the following, the more significant the fee.

2. Target your audience

Make sure you have a good understanding of your target audience. That way, it will be much easier to find the most suitable influencer to increase audience curiosity to learn more about your brand.

Think about what your target audience follows on social platforms, whose recommendations they would follow, and what content is the most suitable for them.

3. Get a good understanding of platforms

Deciding on which platform you will set the deal with an influencer on is crucial. Every venue is unique in its way. Make sure you have a good understanding of what each platform requires so you can produce a better and more effective brief.

Which platform offers brands the biggest potential to grow their audience in 2023?
Credit: HubSpot

4. Research influencers

There are many ways to research influencers. First, manually pick the main keywords for your brand and search for them in the hashtags section. During the research, look for influencers between rate engagement from 1% to 3.5%.

Once you have done the research, don’t forget to look at their social media accounts to learn more about content quality and audience activity, how they interact, and what topics are the most popular on their performance.

5. Maintain long-term partnerships

Tamara McCleary, CEO at Thulium, said:

“A long-term influencer program will allow your brand to create true brand advocates, powerful brand evangelists, and raving fans.”

Build a friendly and healthy relationship with pick-out influencers. In that case, it will ensure a long-term partnership. Although, even when you are done with them, an excellent word from mouth-to-mouth technique will pay off.

6. Create high-quality content

You’ll need to find an influencer that best represents your brand and ensure the content stands out. First, it helps establish the brand’s image and identity. After that, influencer followers will see the content produced through the partnership and form an impression of the brand.

When the content is of high quality, it creates an image that encourages engagement and loyalty. However, low-quality content may harm the brand’s reputation if it makes a negative impression.

7. Measure your results

Lastly, you can measure influencer’s results by giving influencers personal discount codes, creating trackable URLs, and using affiliate services where the links have been created for you. You will need to measure how many people saw the collaborations and how well they performed.

How can SEO benefit your influencer marketing?

Influencer marketing and SEO are two separate fields in digital marketing, but they can complement each other and work together to achieve a common goal: increasing visibility and driving traffic to a website.

Here’s how they’re connected:

1. Link building

Influencer marketing can help with link building, one of the most critical factors in SEO. Influencers can include links to your website in their content, which can help improve your website’s link profile and drive traffic.

2. Brand awareness

Influencer marketing can increase brand awareness and help establish your brand as a thought leader in your industry. Combining these two can help to generate better natural backlinks for your brand’s website. Moreover, it can indirectly improve your SEO by creating a more positive online presence.

3. Keyword optimization

When working with influencers as mentioned before in this article, it’s important to choose keywords that are relevant to your business and target audience. These keywords can be included in the influencer’s content and on your website, which can improve your search engine rankings for those keywords.

Correspondingly, influencer marketing combined with SEO can improve your online visibility and drive more traffic to your website. If you are searching for a qualified specialist who works with SEO services, Fortis Media can help you.

Conclusion

To sum up, this article highlights the importance and benefits of influencer marketing for companies. Influencer marketing involves partnering with social media influencers to reach a wider audience, build credibility and trust.

Setting goals, KPIs, and budgets, focusing on the audience, comprehending platforms, looking into influencers, sustaining long-term connections, producing top-notch content, and measuring outcomes are all essential components of an effective influencer marketing approach. By following these steps, companies can effectively reach their target audience and achieve their marketing goals.

By focusing on link building, brand awareness, and keyword optimization, you can leverage the power of both influencer marketing and SEO to achieve your digital marketing goals.

Contact Fortis Media immediately if you want to define a content strategy for your brand to assist you in achieving long-term results.

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