A couple of years ago I was training a group of marketing professionals about influencer marketing. The paid methods speed up the process (and usually involve using an influencer identification tool) but there are still some effective free methods you can try out. Seems fair and simple enough, right? Influencers Hub is a simple cloud app gets hugely successful Social media influencers to promote your product or offer within minutes. 3. This way you can focus more campaign effort on the social networks that drive more leads. Building relationships with power influencers could also be a great way to get access to celebrity influencers as they’re likely connected with some of the bigger names in their industry. Micro influencers – These are the influencers that have the expertise and influence in a particular niche. They should be talking about you, too! The code offers a discount or some added value for buying your product or service. We knew something was amiss, so we decided to get to the bottom of it. This will give you a piece of mind that the influencer you’re working with will help create a positive perception of your brand among their social media audience. You'll be surprised how quickly we reply! Although most brands prefer long-term partnerships with influencers, one offs have their advantages as well. As such, these influencers often charge companies to promote their product or service accordingly based on the size of their following. You can hire an influencer for one specific task, like creating one blog post or one video related to your product. For those of you who aren’t quite sure what I’m talking about, let me offer a quick definition. I’ll share with you my most important pieces of advice for dealing with social media influencers: 1. Micro influencers may not be as influential as power influencers but they could provide more value because they attract a very specific and often very active audience. Influencers create an engaging story that attracts their followers. Back in the day, before the emergence of these real-time social platforms – or even before the days of the internet – brands had to use celebrities to promote their products. Seems fair and simple enough, right? Media influencers – Some people are influential because of the media they write for. And if you don’t have access to the analytics you have no other choice but to rely on a third party tool. You can’t flick through your Instagram feed nowadays without a social media influencer trying to cram a product or experience down your throat, in subtle and not-so-subtle ways. By bringing one of these individuals on board, and leveraging their influence, you can instantly boost your online presence and build brand credibility. As you build up your list of influencers, some of those people will be a great choice for your brand and others not so much. This is definitely not achieved overnight. The Consumer Review Fairness Act protects consumers’ ability to share their honest opinions about a business’s products, services, or conduct in any forum – and that includes social media. Collaborating with social media influencers whose niches aligns with your brand can generate relevant leads. It turned out that most of her supposed followers were actually bots, fake accounts created for the purpose of making people’s social media accounts appear bigger than they actually are. How could it be that someone with such a large following was not able to influence a single person? Now that you understand more about the different types of influencer marketing programs and the results you should see across the sales funnel, it is time to find the right influencers for your brand. The first one is very common with consumer brands – they organize/host an event and invite influencers to attend and network with other influencers and sometimes members of the media. An influencer that you or your Social Media Agency want to work with should: We categorize influencers into 5 categories. Knowing the authority of a website is a good high-level indicator of the strength of any domain and, since it’s ranked out of 100, it fits perfectly with our framework. Do they have real names? Social media as we understand them may disappear over time, but something else will surely emerge to take their place, and new platoons of influencers trained in … Social media influencer sounds like a fake job, right? There are influential people in just about every industry. A bunch of influencers in the social media space are all recommending the same tool so this adds extra weight and sticks in to people’s minds when they are evaluating different tools. From a social authority point of view, you need to assess their level of influence across each of the social accounts. Once you know your ‘whys’ you can start identifying other similar influencers. The latter will most likely be a ready-made list of industry influencers. Social media influencers are a hot topic these days in digital marketing and throughout popular culture. How can you work with influencers if you can’t evaluate how much they are worth and what value they will bring to your organization? As such, these influencers often charge companies to promote their product or service accordingly based on the size of their following. If that account isn’t active, it’s a telltale sign it isn’t real. From a weighting point of view, the topics are broad enough so that each category gets the same weighting as part of the overall formula. An influencer mentions Agorapulse and that person and many other group members see the recommendation from the influencer which carries a lot of weight. The influence rating system takes this into account. show that approximately one-third of consumers throughout the United States and Europe reported that they purchased a product or service because of a post from a social media influencer. But, there are also some shortcuts to help you quickly build up your list. Days went by, and we saw no product movement. Have an audience that is relevant to the audience you want to target, Be able to demonstrate a high level of engagement, Show their work with previous brands together with results, Show their influence amongst other influencers, Demonstrate that they deliver valuable content, The amount of traffic an influencer is driving to your site, How many times your target audience sees your brand’s message (post impressions on social media sites, like Facebook and Twitter), The number of clicks i.e. When you search online for the keywords that are very relevant to your business, which websites appear all the time at the top of the search results? Of course, quite a few traditional celebrities are also social media influencers. Social influence takes a number of forms. You’ll find that power influencers sometimes publish articles on media sites, but media influencers are more likely to be journalists who write for one or multiple magazines. Who are all the speakers and sponsors at the major events in your industry? If that account isn’t active, it’s a telltale sign it isn’t real. Perhaps the most interesting aspect of this relatively new concept is that social media influencers do not necessarily have to be well-known celebrities or famous athletes. After reading this guide you have all the knowledge you need to confidently take that first step. social influence review. Opinions expressed are those of the author. Now, let’s look at some practical tips for measuring success. For instance singer, Katy Perry, has 89.55 million Twitter followers (in her guise as @katyperry). It’s what I like to call a complete “no-brainer”. It calls its … This is a long-term relationship where the influencer works with you on an ongoing basis to promote your brand and your product or service. They can help build awareness, generate interest and drive sales. And sometimes, these efforts are hard to track and measure. before meeting them at an event. Social media influencers are people who have large audiences of followers on their social media accounts, and they leverage this to influence or persuade this following to buy certain products or services. This was fairly difficult for a number of reasons, particularly for small, newly-formed companies. Social media influencers are only becoming more influential and effective over time. When you spend time on social media, key influencers in your industry will naturally stand out and their content will show up in your feed. You can be very successful working with social media influencers but it requires a good bit of work upfront. There are 2 main options for measuring authority of the website. What are the names that consistently appear? Some people have a lot of influence on social media and an authoritative website, too. If you use unique trackable links to separate the traffic data into campaigns within Google Analytics and you set up goals, you can then see the conversion from this traffic. Regardless of the amount of traffic an influencer drives to your site, there’s a different kind of value you get when they share content about your brand or your product. WER Social Influencers, Manila, Philippines. So, we can look at what influencers can deliver based on a funnel adapted for influencers. Should College Application Be Required For A High School Diploma. This value is measured in mentions of your product on social channels, the level of engagement that’s happening around influencer-generated content, and the growth of your follower base. www.Dymic.com, © 2021 Forbes Media LLC. There’s a very good reason why Google trends shows massive growth in search traffic for influencer marketing. CreatorIQ. With social influencers, you can potentially gain access to target audiences that you might normally struggle to reach. This often occurs in groups, when an individual conforms to the social norms respected by a majority of the group’s members. And finally, are you seeing more visits to product landing pages? Now let’s take a closer look at the influencer program results you should measure for each of the funnel stages. have risen up the ranks of social media to amass hundreds, thousands or even millions of followers due to their charisma, savvy and expertise on a given subject. You want to see how influential they are. Reading plenty of the influencer’s content to get a feel for the quality, Look at how many people are sharing the content and what they’re saying about it. They are influential because they have access to the audience of the magazine they write for. According to BzzAgent's ' Field Guide to Brand Advocates ' report, 58% influencers said that it was important to them that they are viewed as good brand advocates, while 49% felt the need to be recognized for their efforts by the brands. That figure should raise your eyebrows. Most people who know all the tricks of the trade for identifying influencers (you’re one of them now!) Like with any other search engine, you’ll get the most relevant results by searching the right keywords. How many links from other authority sites those articles earned, etc. If you want to do some further SEO analysis of the influencer’s website you may look at things like: An influencer has 10 million followers and 1 million monthly visitors to their website. You can check this in Google Analytics → Acquisition → Overview → Social. And there’s always a chance that you interest one or more of the influencers in a long term partnership with your brand. Today You Can Get Unlimited Targeted Traffic from YouTube, Instagram, Twitter and Blogs Combined in Any Niche from Top Influencers. A social media influencer is someone who has access to a relevant audience that you want to get access to and can persuade that audience to take action based on their authenticity and influence. We have created a simple framework that you can follow to evaluate influencers. Expect the prices charged by influencers to be higher as the work they are required to put in is more of a time investment in order to accurately describe their endorsement via Tweet. All Rights Reserved | Designed by Beecoding. To assess your campaign reach and engagement and its impact on brand awareness, you’ll want to look at the following: Warning: When Twitter reports ‘impressions,’ those are not actual impressions. It really is that simple! Interest. We had just created a great promotional video for a wonderful new company we wanted to help get off the ground. So, I recommend that you narrow your list down to the most relevant influencers for the program you want to run and reach out to those people. That figure should raise your eyebrows. On Facebook, you can look at some of the popular/active groups relevant to your product or service and find out who is running them. She followed through and posted the promotional video on her social media accounts. Even if you have access to the influencer’s analytics it’s still useful to do a review with an SEO tool. In a later section of this guide, we’ll talk about measurement to help ensure you achieve your influencer marketing goals. Social media influencers are people who have large audiences of followers on their social media accounts, and they leverage this to influence or persuade this following to buy certain products or services. If you see a trend of increase in positive mentions during your influencer campaign, this is a good indicator that it’s helping improve your brand reputation. Social media influencers and game streamers can earn hundreds of thousands of dollars per year and are paid in both cash and merchandise. With over 1.4 million followers on Instagram, this digital marketing agency is one of the … At this stage of the funnel, you should see if the influencer campaign is moving people one step closer to buying your product. If the content is high quality people will link to it. Your campaign could be as simple as sending them free stuff and hoping they’ll like it enough to share something about it with their audience (this approach can certainly backfire!). With social influencers, you can potentially gain access to target audiences that you might normally struggle to reach. In this type of influencer marketing program, the brand ambassador shares images, posts, videos and articles about your product (typically in the context of use), mentions your brand at events, provides testimonials for your website, and more. The other problem was that they didn’t really find influencers. There are a lot of social media influencers that are very influential on social but don’t get a lot of traffic on their website. Connectors – You know the people who seem to know everyone. That means that 3 out of every 4 customers on social media will look to the likes of family, friends and social media influencers for reviews on products or items before investing, and that’s why influencer marketing has become such an imperative part of … Macro-Influencers – Social media superstars with followings between 500,000-1,000,000 who have earned premiere status as social media noisemakers. You’ll want to know if your influencer marketing campaign is generating leads that you can nurture and eventually turn into paying customers. It has close relationships with 37,000 influencers and claims they are the most influential creators online today. In my many years working in internet marketing and as CEO of a marketing agency, I’ve seen a great deal of interesting twists and turns in this business, but few things illicit as much discussion, curiosity and even controversy as social media influencers. You’d work with influencers to invite their audience to the event. Consumer Review Fairness Act: What Businesses Need to Know. The same stands for positive product reviews on social media or product review sites. According to Nielsen, 92% of consumers trust recommendations from brand advocates. If you search for finance writer, you will get a list of people who write about finance-related topics together with the number of followers they have on major social media platforms. And if you aren’t properly informed, you can get scammed by social media influencers who artificially inflate their following. Social media influencers can help you gain your audience’s trust using authentic storytelling. Consult the experts. Recent studies show that approximately one-third of … Working with influencers is much easier. Promo codes are also an easy way to track the impact of influencers on sales because you can create specific codes that you can later track even beyond first purchase that a customer makes with the code. To figure out who among the influencers on your list you should reach out to, you need to evaluate them first. If you want to dip your toe in the influencer marketing first, you can start by reaching out to influencers and see if you can work with them on a smaller project on a no paid basis. In the past, however, influencers were only on TV or in magazines, and unlike social media, TV and newspapers are limited, which led to a situation where a select number of celebrities were able to charge tons of money for making an ad for Pepsi or Swatch in order to influence … It may not be a perfect digital marketing solution for every business, but its potential is too great to ignore. However, if you’re running a bigger project, influencers will charge a fee and ideally you’ll want to try before you buy! This may sound complicated to track and measure, but trust me, It’s easier than you think! If your influencer campaign is running on multiple social media sites, the first thing you’ll want to do is check which site is bringing in more leads. There’s two ways to approach this. There’s a good chance that these people are experts in this domain and have influence over an engaged audience interested in your topic. Sentiment analysis helps you understand the opinions of your audience by identifying mentions of your brand on social media and then categorizing them as positive, negative, or neutral. Others have high authority on social media but a neglected web presence. SEMRush is another great SEO tool and they provide a similar website authority ranking system. 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