6 Influencer Marketing Tactics

According to a recent TapInfluence study, 84% of marketers are planning an influencer marketing campaign in 2017. With consumers looking for ways to drown out advertisements and the other influx of distractions on the web, influencer marketing should be considered for your digital strategy. If you are wondering how you can engage with influencers, I have compiled a list of few tactics that may work for your brand.

1. Brand Ambassadorship: Having a brand ambassador could be an awesome thing for your company. Brand ambassadors represent your business in a positive light and are a true fan of your product or service. Their purpose is increase brand awareness and sales. They communicate with their audience publicly about the brand through social media, email and other one-to-one channels. 

 Here is an example from  Sprinkle of Jesus Founder Dana Chanel, who is a brand ambassador for Sole Savers. 

Here is an example from  Sprinkle of Jesus Founder Dana Chanel, who is a brand ambassador for Sole Savers. 

2. Sponsored Content: Takes a brand’s marketing objectives and creates custom messaging that resonates with an influencer’s audience. Sponsored content can come in a variety of forms including a sponsored Instagram post, blog article or custom video. 

 Here is an example from lifestyle blog Love Life Pearls, where she shared a dress from Urban Sweetheart with her followers on Instagram and her blog. 

Here is an example from lifestyle blog Love Life Pearls, where she shared a dress from Urban Sweetheart with her followers on Instagram and her blog. 

3. Product Reviews: Provide products to an influencer to have them do an honest review and share their thoughts with their audience.

4. Brand Mentions: Instances when a brand is mentioned online, usually within social media, a blog post or website article. 

5. Event Coverage: A great way to amplify your brand message is to invite key influencers to an event where they can share their experience with their audience. Personalized details, great giveaways and a custom hashtag are also key at events to increase awareness. 

 Here is an example from the Amika Influencer brunch that was created by Hello Drama PR. 

Here is an example from the Amika Influencer brunch that was created by Hello Drama PR. 

6. Affiliate Links: A brand partners with an influencer to promote their offer, deals, products, etc. The influencer is then paid a revenue share of the sale that they helped generate from their site.

Is your brand considering influencer marketing in 2017 or have you already tried it? What tactics do you plan to tap into and include in your upcoming strategies?

 

Finding Bloggers For Your Influencer Marketing Campaign

 

Over the past few months, I have been working on an Influencer Marketing Program for my client -Urban Sweetheart. It has been a learning experience to say the least, so I wanted to share a few tips on what I have done thus far. For those of you that are not familiar with Influencer Marketing, industry leader TapInfluence defines it as "a type of marketing that focuses on using key leaders to drive your brand's message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire/hire/pay influencers to get out the word for you." 

In a time when social media and and content marketing are all the rage Influencer Marketing has become an important tool for both bloggers and small businesses that are selling a product or service. Bloggers who have large and engaged audiences are now able to leverage their readership to align and partner with brands if it makes sense. If you are a brand that is looking to align with key influencers in your industry here are a few steps that you should take.

1. Know and Define Your Audience - This is extremely important. If you do not know who you are talking to or who your audience is how can you know which influencers you should reach out to? For example, my client is an online clothing and accessories boutique that caters to young millennial women. By identifying this, we knew that we wanted to reach top fashion or lifestyle bloggers.

2. Do the Research - There are plenty of ways to find top influencers, and there are even paid services out there, which I will discuss at a later date. However, if you are simply doing research on your own I would start with Bloglovin where you can create an account and then explore posts by category. Based on your audience, you can then select a category and you will find a host of blogs that may be a good fit for your brand. In addition to Bloglovin, you can research bloggers by hashtag. For example, you can use #fashionblogger or #foodblogger on Instagram or Twitter and see what you are able to find in the search results. Then of course there is that search tool called Google. When I was looking for a specific segment of bloggers, Google was very useful in helping me find what I needed.

3. Compile & Organize Your Findings - After you have taken the time to do the research and figured out which influencers align best with your brand, it's important to compile all of your data in one place. I am a HUGE fan of excel and would recommend creating a spreadsheet of all the influencers that you would like to reach out to. The spreadsheet should include relevant contact info, social media follower numbers and the suggested opportunity that you would like to work with that particular influencer on. A suggested opportunity can include a sponsored tweet, instagram post, blog post, etc.

4. Make the Connection - You have done your research, compiled and organized your findings and now it's time to reach out to potential influencers. I would suggest connecting with them on social media, commenting on posts as well as liking and sharing their content. After that is done, I would recommend reaching out via email with information about your brand and how you are willing to collaborate. When reaching out, it's important to have an understanding of how the influencer's blog or content channels work. Is there a content segment that would make perfect sense - if so bring it up and show how your two brands can collide! For example, if I have a new line of lipstick and I want to reach out to a beauty influencer that does a weekly Make-Up Monday content segment, I would mention that in my collaboration pitch, while I would also offer to send her products to review. Influencers appreciate it when you know about the content their producing since they work so hard to create it.

Are you a brand that is thinking of how you can tap into Influencer Marketing, but just don't know how? Leave comments below and feel free to ask questions.