Is your message being heard? Are your radio ads being turned down, are your television commercials being muted, and are your targeted ads being swiped past? Chances are these question have kept you and your marketing team up in worry mid way through big campaigns.
Luckily, through statistical analysis you can measure the amount of engagement that is being created with your online ads, but with radio, tv and billboard advertising you’re out of luck.
At least you can see how much engagement your online ads are getting, so everything is good right? Not Necessarily.
If you’re using a combination of proper targeting methods, using authentic content and witty captions, your ads still might be pushed out of your target customer’s view with a .5 second thumb swipe.
With such a high volume of traditional marketing techniques still being used in today’s day and age, traditional ads are being turned into white noise and being completed ignored, especially by tech savvy millennials who are considered experts at detecting if they’re being sold to.
Educating yourself in this field might make you realize that you should be using more of your marketing budget on SEO, facebook, twitter and Instagram ads. Although that may be a step in the right direction, it can still harbor liabilities when it comes to truly being effective within your marketing funnel. In fact, did you know that almost 50% of online consumers use ad blockers?
Potentially, only 50% of your target market isn’t even seeing your ads. So let’s hope you can grab the attention of the other half who aren’t using ad blockers before they swipe your message away.
Now you and your team are stuck wondering what your options are of how to gain traffic and grab the eyes of your target audience... Well, it’s simple- Influencer Marketing.
What Do Influencers Look Like
Influencers are the ones holding everyone’s attention and are like mutual friends who are connecting brands with online followings. So, what does an influencer look like? Here’s a real life example. Say you’re back in high school and walking down the halls and everyone is sporting a different branded backpack. Some catch your eyes, some don’t.
All of sudden you see the most popular girl in school wearing X branded backpack and you overhear her say how much she loves her new backpack. Well, it’s obvious which backpack you’re getting next! If the most popular girl in school has that branded backpack and loves it, it must be incredible!
Going back to the original question, influencers come in all shapes and forms and no two necessarily look alike. A influencer’s brand is usually centred around their passions and their lifestyle, whether that be travel, fashion or sports, which attracts followers with similar interests. The one thing all influencers do have in common is that they have the trust of their followers. In most cases an online consumer will trust someone they follow on a daily basis over a brand.
Finding the right Influencers
Looking for the best influencers to help promote your brand can be a daunting task, but not impossible! The best types of influencers are the the ones who are already fans of you.
When they promote products or services from your brand, it’s more trustworthy because their followers know that the influencer already loves your products. The best part is that you won’t have to put in too much effort to convince them to become your brand advocates and continue to work with you and your team!
When finding influencers, stray away from those who feel entitled (usually charge much more than what other influencers who have similar followings would), their posts won’t come out as authentic as other influencers and can be difficult to work with.
Also, make sure to look at engagement levels when choosing influencers (how many followers to how many likes/comments they average per post).
Most influencers reach 1-2% of their total following, so using many micro influencers (followings between 1K-100K) over larger influencers will result in more authentic engagement and are cheaper. So make a note, don’t choose one Influencer over another because of their followings.
Micro Influencers Are Key
When using micro-influencers, they might be willing to promote brands when offered free products, as they know they are still growing their followership.
Working with micro-influential fans is extra beneficial because these are pretty much your everyday consumers.
That means their content can be especially relatable to other consumers who might be interested in your brand and as a bonus- they aren’t too expensive!
When having Influencers create content and post it for your brand, it’s best to have them create a story/and or an experience with their posts. It makes the whole post way more authentic and easier to consume by their followers.
When explaining what you’re looking for in the copy, ask for them to explain their connection to the product, how it makes them feel, how and why they use it etc.
Here’s a tip! When using influencer’s content, the marketer is suppose to define the usage of the content (where they are going to use it and for how long). Usually this is only needed to be done with bigger influencers rather than micro influencers.
Traditional marketing is being tuned out by consumers
Consumers trust other consumers more than they trust brands
Consumers don’t realize they are being sold to with Influencer marketing
Influencer marketing is a more authentic way to reach target audiences.
Use influencers who are already fans of your brand if possible
Don’t choose one influencer over another because of following
Micro influencers create more authentic engagement over larger influencers.
Have influencers tell story with brands products
Define where and how long you will use their content