Starting a new business? Then, you need to get the word out. And there’s no better way to build brand awareness than with influencer marketing.
In fact, since 2019, the global market for social media influencers has grown over threefold. (Projections place its value at $24 billion in 2024. Experts predict this rapid growth will only continue into the future.) With the right influencer marketing approach, you can engage potential customers, grow your online presence, and build a loyal following.
Let’s review five influencer marketing strategies you can use to market your new business and build trust with aligned audiences.
1. IDENTIFY RELEVANT INFLUENCERS FOR YOUR BUSINESS
The first step in creating an influencer marketing campaign is finding the right influencers to partner with.
Before reaching out to influencers, take a moment to consider your target audience.
- Where do they spend time online?
- What do they need help with?
- What are their interests?
- What are their values?
- What are their goals?
Identifying these factors helps you narrow down which influencers will resonate with them. For example, if your business caters to fitness enthusiasts, partner with influencers in niches like fitness, sports, and wellness.
TYPES OF INFLUENCERS
There are four different types of social media influencers you can choose from:
- Mega influencers (also called Celebrity influencers)
- Macro influencers
- Micro-influencers
- Nano-influencers
Each level of influencer features a different follower count. Mega and Macro influencers have over a million followers, while Micro- and Nano-influencers have fewer than 100,000 (see the table below).
INFLUENCER TYPE | FOLLOWER COUNT |
Mega Influencer | More than a million followers |
Macro Influencer | 100k to one million followers |
Micro-Influencer | 1,000 to 100k followers |
Nano-Influencer | Less than 1,000 followers |
A larger follower count doesn’t guarantee a good investment for your business. Influencer marketing must align with your niche.
Micro- and nano-influencers tend to have smaller, more engaged audiences. This makes them a great fit for building deeper connections with potential customers. Choose influencers whose audience demographics and values match yours. For example, if you sell eco-friendly products, influencers who promote sustainability would be ideal.
Consider your budget and long-term goals when making decisions.
2. LEVERAGE SOCIAL MEDIA PLATFORMS FOR MAXIMUM IMPACT
Social media is where your potential customers are hanging out, so be sure to choose the platforms they use. If you’re targeting young adults, TikTok could be your best bet. If you want to connect with an older demographic, Instagram or Facebook might be the way to go.
Instagram and TikTok are great for visual products, while YouTube works well for detailed product reviews or tutorials. You can also test all platforms to see which ones give you the best results.
3. CHOOSE THE RIGHT TYPE OF CONTENT FOR YOUR BRAND
Content is at the heart of any successful influencer marketing campaign. The type of content influencers create will directly impact how people perceive your brand.
When planning an influencer campaign, think about the type of content that’ll resonate with your audience and shine the spotlight on your offers.
Product reviews, tutorials, and behind-the-scenes content are great examples. For example, if you’re launching a new skincare product, a casual “Get Ready With Me” video could highlight its benefits in a relatable way.
4. BUILD LONG-TERM RELATIONSHIPS WITH INFLUENCERS
Instead of working with influencers on a one-off campaign, consider forming ongoing partnerships. Long-term relationships foster loyalty and can lead to more consistent sales over time.
Once you’ve built relationships with influencers, turn engagement into potential customers. Consistent messaging, promotions, and exclusive offers can drive followers to your business.
For example, offering a special discount or bonus gift for an influencer’s followers can increase conversions. This helps you move from building awareness to creating sales.
5. MEASURE SUCCESS AND ADJUST YOUR STRATEGY
Once your influencer campaign is live, track its success and adjust as needed. Tracking engagement rates is one of the most effective ways to assess your campaign’s success. Keep an eye on likes, comments, shares, and click-throughs. If engagement is low, it could mean the content or influencer isn’t resonating with the audience. Adjust your strategy accordingly.
Your influencer marketing campaign should also align with your overall marketing goals. If you want to increase brand awareness, drive traffic to your website, or generate sales, make sure your campaign supports these objectives. For example, if your goal is to grow your online presence, track metrics like follower growth and website traffic. If you want sales, track conversion rates and profits.
Additionally, you can enhance your campaign tracking by creating unique QR codes for each influencer’s specific promotional content and social media posts. This lets you measure precisely which influencer drives the most engagement when their followers scan exclusive QR codes.
Based on the results from your campaigns, you may need to adjust your influencer choices. If one influencer performs well, consider working with them again. If another influencer doesn’t meet expectations, it may be time to move on.
If managing influencer campaigns becomes overwhelming, working with an influencer marketing agency can help. Agencies specialize in finding influencers, managing campaigns, and measuring success. They can help you create a strategy that fits your goals and provide valuable insights along the way.
WRAP UP
Influencer marketing can help you increase brand awareness, connect with potential customers, and build a loyal following. With the right influencers, platforms, and content, you can build your online presence and achieve long-term success.
Ready to level up your influencer marketing? Check out GoAffPro, the perfect affiliate marketing app for your eCommerce store.
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