Sony research shows consumers are 5 times more likely to buy a product recommended by a social media acquaintance, rather than traditional marketing techniques. We understand better why the influencer marketing is gaining momentum. In his white paper ” The 12 best practices of marketing influence “, The agency Reech underlines the strong progress of this new concept …
According to her, the marketing budget devoted to marketing influence should reach 21% in 2019, an increase of + 233% in the space of 5 years. For his part, Cyril Attias, founder of the social media agency specifies that: “within 5 years, the market [de l’influence marketing] should represent between 5 and 10 million dollars “. It is clear that this new communication channel has become essential in no time and that it becomes necessary for brands to know the “tricks” if they do not want to be outdistanced by its competitors.
But who are these influencers? Why use an influencer? What are the criteria to take into account when selecting an influencer? So many questions that the customer must ask himself before embarking on a marketing influence campaign.
Best practices of marketing influence
How to identify the best influencers? How to structure the partnership? What remuneration should be defined? It is to answer these questions that Reech has written a guide to survival in this jungle of influence which lists the 12 best practices. Reech supports its customers by helping them bring out ambassadors and generate conversations and visibility around the products or services of a brand.
I – The influencer, an ally of brands
In its ranking ” Content Marketing England 2016: the 50 influencers to follow “Published every 6 months, the Content Marketing Academy agency points out that 44% of them work in agencies – this is their own agency in almost all cases -, that they come fromuniversity and IAE for 36% and D’Business school for 32% and that they are mainly men (76%).
The influencer is above all a passionate and an expert in a field (sport, fashion, travel, high-tech …). Experienced in new media including social media, it can reach an already acquired audience. Always at the forefront of trends and developments, the influencer is seen as a true specialist by his community. He knows how to talk to his fans and can then increase your visibility or simply reach a larger target. Indeed, what makes an influencer powerful is his mastery of social support and the good knowledge of his audience. And the more your content is relayed on the web, the more Internet users will share it without hesitation.
In addition, by using an influencer, the brand benefits from his sympathy capital, because if an influencer agrees to collaborate with her, she will seem worthy of interest to her community. Therefore, the influencer turns out to be a very good ally of brands. It is able to influence consumers and their community in the purchase of a product or service. And the best way for internet users to follow their “leader” is to associate the influencer with the brand’s campaign because they appreciate not only his way of communicating, but especially his style, his writing, his way of being “true”. It is this proximity that attracts subscribers and creates a relationship of trust.
II – The criteria to be taken into account
Finding the influencer is not enough. You also have to assess your popularity, commitment that it generates (likes, comments) and the volume of his community (subscribers, followers). Be careful, influencers are often very sought after, so it is important to have a constructive and framed approach. In fact, influencer marketing requires persistence, a collaborative approach and a long-term vision, all of which requires time and some patience. This is why you should not hesitate to be accompanied in the implementation of one or more operations of marketing influence in order to avoid missteps.
Today, there are many agencies specializing in influencer marketing. They make it possible to identify influencers by activity sector, by audience type, and to categorize them through numerous parameters linked to their presence on social networks. Their role is also to assess the success of a campaign and share it with their customers to calculate ROI.
Of course, like any marketing operation, the implementation of an influence strategy is done first by defining campaign objectives (increasing your awareness, developing your community, creating content, optimizing your ROI, etc. ). Its performance must also be measured; it can be the number of mentions of your brand or one of your products, the number of orders placed with a dedicated promo code, etc. In reality, it is by following the KPIs that you will be able to better understand your audience and understand their needs.
Working with influential people is therefore inevitable, because they can allow you to emerge, especially if your activity is in a niche market. Nevertheless, it is by carrying out regular actions in your favor that influencers will be able to influence the buying behavior of their audience. Indeed, there is no magic formula for influencer marketing. On the contrary, its success lies in the construction of authentic relationships and must register on the long term between the brand and the influencer. However, be sure to define the advertising framework. Social media users, when watching or reading content, should understand that this is a partnership between the influencer and the brand. Otherwise, Internet users will feel “cheated” and the influencer may be discredited by a part of his community. It would be so much time and money lost for the brand …