Influencer Marketing: To Become More Prominent in 2014

By Josh Satler

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The digital landscape is continuously evolving and there are new ways for brands to engage their audience outside services like pay-per-click text ads and display advertising. Today we’re going to discuss social influencer marketing, and cover a simple four point checklist that should be answered by anyone contemplating running a campaign.

The beauty of this approach is it’s the influencers’ original content around your brand’s message which lends credibility to your product and services, to a substantially greater extent than other forms of paid media.

So, let’s look at four main areas when identifying influencers to run your campaign.

1. Target – Who are the right influencers? This should be one of the first questions answered in the planning phases. It’s much easier to segment influencers based on topics and their voice of content, or by going through the author’s bio.  An example of why this is crucial is say you’re targeting food bloggers for an on-site event at your steakhouse. You need to make sure vegan bloggers are not included if your quality meat is on full display.

2. Demographics – This refers to your influencer’s demographics. Bloggers are storytellers, and as such, influence their audience. The easiest way to gauge this is by reading up on the blogger or by contacting them.  They may also have analytics that can shed light on this. However, most times they’ll have a pretty clear idea of who comes to their blogs, which will help you know if they’re the right audience for you. Eg if a mom blogger writes content around her only child who is a toddler, they’re not the right fit for a product designed for teens.

3. Reach – The term “reach” ultimately means how many people does an influencer come into contact with. Is there a defined metric that makes one an influencer over another? The short answer is no. One blogger may have 30K pageviews per month while another has 60K, although the former may have more activity on their socials. Additionally, the blogger with a smaller number may have more active followers who engage and share content.  Each can be an influencer – and a big driver for your brand. We look at the blogger’s pageviews and at least one social following to determine if they have the influence we’re looking for.

4. Budget – If you don’t have the bandwith or desire to do this yourself, a safe number is ~$250-$300 per original post when using a company. The number should include identifying and curating influencers for the particular campaign, and managing the process all the way to final deliverables. There are a number of ways a campaign can be measured, all dependent on your objectives, but here are five ways:

  • Looking at how many people saw the post,
  • Looking at how many social shares there were,
  • Referral traffic,
  • Traffic to a specific portion of your website after the influencer places a call to action in the post encouraging people to visit it
  • Seeing an uptick in search engine traffic. This is known as ‘navigational’ search which is when someone sees a brand on a website and then types that brand’s name into Google before coming to the site.

If influencers have a great time (at an on-site event), they may even decide to share their experience on a site like Yelp.

The importance of social influencers is increasing in a multi platform world, where content is consumed 24 hours per day. If you’re not leveraging the power of bloggers and social influencers, there is no better time to start.

 

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