The popularity of the internet coupled with social media created a new breed of people who are authorities in their respective domains. Such individuals have developed deep knowledge on a subject and have a huge fan following in their social media accounts. These individuals are called Influencers and the art of getting such people talk about your product or service is called Influencer Marketing. Now that is the most simple way I could have put it across to you.
Before we delve into the depths of Influencer Marketing you need to first know if it is at all useful and if it fits into your marketing strategy.
Examples of Influencer Marketing
ProductHabits is a very new blog started by the industry veteran Hiten Shah of CrazyEgg and KissMetrics fame. Hiten has subtly used one of the Influencer Marketing techniques by embedding an Influencer’s testimonial before asking you to download his book.
Instead of asking you to download the book straight away this Small Testimonial from Brian Balfour acts as a subtle booster for people to download the book. Brian too will encourage his network to visit this website and download the book, since it adds to his Klout. This is a win-win situation for both.
Hollywood celebrities are endorsing Fashion Brands with a small Tweet. The Fashion Brands leverage the huge followers of the Celebrity and when compared to traditional print media or Television, this tweet is far more affordable with almost equal mileage. Which means that even new and smaller brands can now consider celebrity endorsements that can overnight elevate their brand status.
As per Dailymail, Twitter endorsements by Khloe Kardashian costs $8,000, Charlie Sheen $9,500 and even jailbird LiLo $3,500. Now, this is surely within the reach of new upcoming brands.
Apart from Hollywood or your local cinema celebrities, Influencers are now more readily identifiable from every domain via various influencer marketing programs. You can get endorsements from Marketing Gurus to Educational Leaders, to Cloud Experts, to Travel & Food Bloggers, to even Stock Traders.
When it comes to comparison of mileage and cost vis a vie Social Media Advertising, the impact, and reach of an Influencer is far more, and the cost far less, than just pushing your ads on the native social platforms. The Influencer marketing not only adds the oomph to your brand but also ensures a very targeted distribution of your campaign.
If you consider that Influencer Marketing makes sense, continue reading.
Influencer Marketing Strategy
Not all Influencers are commercially available for endorsements and reaching out to many of them still remains difficult. Those who are not into commercial endorsements need a relationship building by the brand and a buy-in of their product and service by the Influencer before they will endorse it. None the less, the efforts taken in convincing such influencers will always bear fruit.
Influencer marketing can also be strategised along with micro-influencers. If you are selling a shaving cream, you may choose to go for micro influencers who will not only spread your message and brand at a very minimal cost but may also end by buying your product. I call it 2-in-1.
If you have at least 5K Followers in your Twitter account, or a similar number on your Facebook or Instagram, you can qualify to become an influencer yourself. Micro Influencers are generic and do not provide a niche follower base. So you need to consider this fact in your marketing strategy.
If you have at least 5K Followers in your Twitter account, or a similar number on your Facebook or Instagram, you can qualify to become a micro influencer yourself. Micro Influencers are generic and do not provide a niche follower base. So you need to consider this fact in your marketing strategy.
As per Digiday, 47% of online consumers use ad blockers, giving brands and businesses, even more, the reason to put their dollars behind influencers. Influencers are the ones holding everyone’s attention.
Influential bloggers can knit your brand within their story to make it even more convincing for the readers. The trick here is not to make the brand mention appear like a forced advert or an affiliate link. Even if it is a simple tweet from an influencer, the message should appear very natural and not like a disconnected conversation.
Influencer Marketing Implementation
The first thing to strategies is your choice between Influencer or Micro Influencer.
If you plan to implement Influencer Marketing, you need to first identify at least 100 Influencers from your domain. Follow them on Twitter, Instagram, Snapchat. Comment and like their blog posts on a regular basis. Subscribe to their newsletters, and then start responding them from the newsletter emails. Ask authoritative questions or doubts, send your appreciation quoting a particular context of their article, or send a generic appreciation. I found the
I found the Nudge tool quite helpful in providing me with intelligent insights about my relationship strengths with the influencers. Once I have built a strong indicator, I can be blunt enough to ask them for a Tweet, Recommendation, or a mention in their blog.
Check this article from RazorSocial on how to find Influencers from Twitter. If you have identified your 100 Influencers but do not have their email ids, do not worry. Check this list of tools that can provide you with an accurate email address of your chosen influencers.
Now that you have the email address of your Influencers, I would suggest using a tool like Mailshake to start reaching out to them. You can consider sending them emails directly from your Gmail account too, but here are some of the inconvenience you are going to face.
- You cannot send them bulk emails which will offend them.
- Sending them 1 email at a time will be too time-consuming.
- If they do not respond to your email, you are surely going to lose interest and stop contacting them.
Let me not endorse Mailshake further, but it is surely is a good and affordable tool for reaching out.
If you are planning to reach out to micro influencers then you need to target very big numbers. That cannot be done with the strategy advised above. You will need a platform that has a connect with a large micro influencer network and that can help you in creating a campaign that will be endorsed and distributed by these micro influencers.
In both the cases if you have a little more budget and would be keen to use a comprehensive Influencer Marketing Platform, I have compiled a list of such tools that can be leveraged effectively. Most of these tools have on-boarded Influencers and Micro Influencers, provide a rating mechanism and an influence score. Such tools have integrated outreach facilities, including email templates that can be replicated for your reach out campaigns.
1 IzeaTed Murphy, the founder of IZEA, wants to create marketplaces that connect brands with influential content creators and publishers at-scale. IZEA operates the premier online marketplace that connects brands with influential content creators. IZEA creators range from leading bloggers and social media personalities to A-List celebrities and professional journalists. Creators are compensated for developing and distributing unique content on behalf of brands including long form text, videos, photos and status updates.
Viral Nation is a global influencer marketing and talent agency. Their influencer talent agency represents top social media influencers on Vine, Instagram, YouTube, Twitter & Snapchat. They now leverage a reach of over 500 million and growing to pair social media creators with top brands.
3 The8AppImagine waking up in the morning, rolling over to grab your phone, opening The8App and seeing a beautiful, glossy feed of offers & love from brands and people from all over the world. That’s the dream, right? Love from brands & people on The8App each and every morning!
BrandBacker is the fastest growing blogger, vlogger and influencer network online. The platform connects brands that want to get exposure on blogs and social networks to over 10,000 bloggers and influencers looking for opportunities. BrandBacker helps brands reach millions of new customers and influencers while tracking every read, click, share, like, tweet, reblog & more. Thousands of people read and interact with content created through BrandBacker every day.
With a focus on bloggers, Upfluence changes the way companies can plan, create, and deliver on their content marketing strategies. The platform actually consists of two different products that can be used separately or together: Reachr and Publishr. Reachr is the way brands find influencers to create their content. Thousands of bloggers representing over 200 industries all over the world have registered with Upfluence’s database, and companies can filter their searches to find just the right authoritative voice for them. Companies that want to go a step beyond content marketing and delve into the world of native advertising can use Upfluence’s Publishr platform.
Influenster is a product discovery platform and review site that enables consumers to find new products to try and get advice so they can make informed purchases. Members use Influenster to explore the latest products, gain fresh insight, pick up new tips, and share their opinions with others. Influenster helps its members compare products and guide them on how products can be integrated into their lives. We inspire a love for products and encourage discovery, conversations, and reviews.
7 FameBitFameBit influence marketing platform makes it easy for brands to find, hire and engage top influencers and creators for promotion on YouTube, Facebook, and other social platforms. It serves a reliable technology for businesses to manage their complete influence marketing campaigns, from hiring creators to assigning tasks to approvement of content.
8 MuseFindMuseFind is influencer marketing. Influencer marketing is MuseFind. A platform that helps you do it all: from matching, contacting and tracking ROI. We even tell you how much influencers will charge based on a dynamic standardized formula. Connect to Influencers at scale Democratizing and standardizing how brands work with influencers. Technology and people first. Used by marketers and brands everywhere.
MASTERS IN DATA-DRIVEN INFLUENCER MARKETING. We enable brands to drive sales, raise brand awareness and create content through a highly-curated network of 9000+ influencers. A technology platform to create, scale, and grow campaigns with over 9000+ influencers.
Ninja Outreach is a multi-purpose online marketing tool used by businesses for lead generation, content research & marketing, cold calling & emailing, blogger outreach, influencer marketing, and much more. This influencer marketing platform allows marketers and companies to choose from thousands of influencers instantly with effective social and SEO insights in every niche. It also allows finding and recruiting the most engaging users from popular social media networks like Facebook, Twitter, and Instagram.
11 MustrMustr provides a platform for corporations and marketers to effectively manage and organize a healthy online network of journalists, bloggers, and social influencers. Once you have the right list of influencers, you can start working on building mutually beneficial relationships with them. It allows agencies and marketers to research, know and engage highly recommended bloggers in any market and use them to create and share targeted content with the right audience.
12 HyprHYPR is a comprehensive platform has profiles for over 9 million influencers across every major social channel, making us the largest such database existing in the world today. Users can search for influencers by name or by audience demographics (interests, locations, age, social platform), allowing marketers to find the best possible social influencers available for any type of campaign. Users can search for influencers by name or by audience demographics (interests, locations, age, social platform), allowing marketers to find the best possible social influencers available for any type of campaign.
13 BuzzSumoBuzzSumo shows you the most shared links and key influencers for any topic or website. Ideal for content strategy, outreach, and competitive research. BuzzSumo has a powerful influencers search. You can search for the key influencers in any topic area or location. Filter influencers and shares by reach, authority, influence, and engagement.
14 CrowdlyCrowdly is a popular advocate marketing platform used by many businesses and brands to empower their influencer marketing campaigns with the help of right advocates. It helps businesses search and identify their own authentic advocates from social media networks and use them for better marketing and promotion of brands.
15 PitchboxPitchbox is an influencer outreach program that helps companies track and find the best talented influencers, bloggers, reviewers and experts in their niches and build real, personal connections with them. The software is suitable for SEO companies, marketers, brands, growth hackers, and any other business of any size.
16 TraackrTraackr is an influencer marketing and management platform that gives businesses the opportunity to know their key influencers, build healthy relationships, and measure their effectiveness for the brand marketing. It works as a common platform for influencers and brands to build a mutual relationship for mutual benefits. It is a community of influencers, who know people and impact brands, and businesses, and can change the mindset of buyers with genuine reviews.
17 BlogDashBlogDash is an online community of millions of bloggers and content experts, who help brands and businesses build their reputation and market their products to potential customers. It allows brands to find top influencers and bloggers in their niche, engage them with offers, hire them to write content and reviews, and keep track of their efforts and progress.
18 TapfluenceTapInfluence is an influencer marketing automation platform to help brands and agencies find the best influencers in their niche. Real and popular people in the market can effectively promote products and campaigns for any brand or business and help build the brand’s reputation in the market.
19 BuzzooleBuzzoole is a community platform for influencers and brands. It allows businesses to engage influencers and brand marketers to earn relevant media and for better promotion on social channels. Buzzoole finder is a simple and fast tool to search the best influencers in any category.
20 BlogmintBlogmint is Asia’s First automated platform that connects brands and influencers. It helps brands identify and engage targeted influencers to create powerful social and video content. From brand awareness to product launch, your first influencer marketing campaign is just a click away. For the influencers, Blogmint empowers them to connect with their favorite brands, try new products, have fun and earn while they do what they love – blogging, vlogging and micro-blogging. Good for Micro Influencer Strategy
Influencer Marketing is part of Growth Hacking. You can learn more about growth hacking techniques here.
You can also find top twitter influencers using tools like RightRelevance and Onalytica. Read this guide to working with Instagram Influencers from Entrepreneur. Connect with top YouTube Influencers using Peg. Check out the top influencers on Linkedin.