CRACKING THE INFLUENCER CODE Why Small Businesses Shouldn’t Shy Away
Marketing gurus have spoken about the benefits of partnerships with influencers for years, but many small businesses continue to shy away from the practice. Entrepreneurs often feel intimidated by the process or consider it a waste of time. They wrongly assume the benefits are slim to none if they’re not in the beauty or fashion industries. It can be a costly misunderstanding. In truth, influencer marketing is appropriate for virtually every business. The trick is to do it correctly. The world of influencers isn’t very intuitive for beginners, so we’ve answered some of the most common questions small-business marketers have below. What is an influencer? When most people think of influencers, they imagine people whose job is to look attractive, make social media videos, and recommend makeup or diet products. But this group is only a small subset of the greater influencer community. An influencer is any person who has an audience that trusts their opinions and guidance. It’s as simple as that. Authors, public speakers, business leaders, podcasters, and local celebrities are all influencers who can help you reach your target demographic, whether it’s B2B or B2C.
their past, so you want to ensure their brand values align with yours. Further, remember the influencers you work with need not be “famous” in the traditional sense. Local influencers can help local businesses make significant market gains. What will make your partnership a success? A winning influencer campaign involves much more than paying a celebrity to read from a script on Cameo. You want any influencers you partner with to understand and feel invested in your product. They should already be familiar with your field, understand your audience, and feel excited to work on the project with you. As difficult as it is to relinquish control over your marketing campaign, giving influencers some creative license will serve your brand well. They know how to address their audience in a way that garners likes and shares. You should approve the pitch and final product, but treat influencers like the experts they are. Finally, understand what you’re getting yourself into. Influencers all have fee structures, but they can differ considerably. Read their rate cards carefully to calculate your expenses upfront and remember many will negotiate. Further, review legal agreements in detail.
They will specify how, when, and where you can use the content. Getting this piece wrong can
How do you choose the right influencer for your brand? Start by discovering who your audience trusts. You can use marketing software to determine who has your target demographic’s eyes and ears, but you can also ask your existing customers with a survey. Don’t simply choose people whose work you love unless you have reason to believe their audience needs your product or service.
mean not getting the product you thought you paid for.
It will take some research and practice, but influencer marketing could give your business new
credibility and customers. Don’t discount the possibilities — an endorsement from a personality your target market trusts could help your sales soar.
Next, research your chosen influencers carefully. Many will have a controversy in
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