Why and how to develop an influencer marketing strategy?

Ten years ago, influencer marketing was only for celebrities and a few dedicated bloggers . Today, we are facing a remarkable rise in influencers on social networks. According to Forbes, influencer marketing is growing faster than digital ads. It has indeed been proven that influencer marketing is an effective method if it is carried out well. Most brands that try it have reported being satisfied with the results.

According to a survey by Influencer Marketing Hub, 75% of respondents will devote a budget to influencer marketing next year. Which only confirms the scope of this branch of digital marketing . To better understand this marketing tool, here are the points to consider, the advantages and the steps to start a campaign .

What is influencer marketing?

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Influencer marketing is a type of social media . It appeals to endorsements and endorsements of products by influencers. People who have a loyal following and are considered experts in their field. This therefore consists of marketing to influencers, with them and through them. The goal is to convey brand messages to your target audience and theirs.

Influencer marketing is similar to word of mouth marketing. However, it is not based solely on specific recommendations. Engaged audiences usually follow content creators. Advertising to them on different social media platforms allows a business to expand its reach. This will improve brand awareness new prospects .

Influencer marketing can be used as a standalone tool or as a way to improve already existing campaigns.

The benefits of influencer marketing

This marketing approach increases brand awareness and strengthens credibility, as well as the trust of the target .

Compared to other social media marketing methods, influencer marketing offers brands a viable and discreet way to communicate with customers. This can be done regardless of the widespread adoption of ad blockers and the general distrust of overt ads.

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Long-term win-win partnerships

Overall, this is a win-win collaboration , as both parties find a stake in the outcome. When you partner with the right influencer who speaks to the same market as yours, influencer marketing is naturally profitable .

An increase in sales

According to research, for every dollar spent on sending a message to the customer through influencers, businesses earn around $18. And this figure may be higher for many other brands.

More profitability and time savings

For an advertising campaign , you need considerable time to produce the images, duplicate them and schedule the ads on the different platforms. However, a partnership with influencers will allow you to outsource everything and save precious time .

Unlimited sharing potential on social platforms

There are many ways influencers can help brands spread messages. For example, he can opt for a post on Facebook , inspiring scenarios on Instagram , a review video on YouTube , promotional codes, links to stores, etc.

Suitability for all businesses

Regardless of size and industry, there is always room for everyone. This is of course provided that you identify the influencers best suited to your needs .

Where to start to reap the rewards of influencer marketing?

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To get started in influencer marketing, here are the 5 golden rules to obtain convincing results .

Identify influencers to work with

Influencer agencies can be helpful, but if the company (or its budget) is small, it should make this decision itself. Don't forget: although the number of followers matters, the content and engagement rate of influencers are often much more important.

Finding the right platform to focus on

Most popular influencers embed content on different channels like Instagram, TikTok , Twitter and more. Each platform is suited to different formats, approaches and audiences – and this should also inform your influencer marketing .

The question that will need to be asked is why would the target customer create a YouTube account? What does he expect to find on Facebook? Does your campaign meet their expectations and meet their needs ?

Maintain authenticity when working with micro-influencers

We would tend to think that more followers equals more success . But many brands – not just small ones – actually prefer to work with micro-influencers. Micro-influencers can have between 1,000 and 100,000 followers , which may not seem like much. But studies show that they often have higher engagement rates than mega and macro influencers because they are perceived as closer and more trustworthy .

A conversion of loyal customers into brand ambassadors

If your brand already has a high engagement rate on social media , you may not even need to hire an influencer . Your next ambassadors could be right under your nose.

Develop a mutually beneficial relationship based on shared values

When it comes to choosing an influencer, it's essential to find someone who aligns with the brand's identity and core values And it goes both ways: financial compensation isn't the only reason influencers will want to work with you. Every influencer has strategically designed their image, and they must stay true to that identity .

In conclusion, although working with influencers has its own unique aspects, setting up a campaign is the same as most marketing campaigns . Although influencer marketing is a powerful tool , there is no single approach that works for all targets or for all periods.