The evolving nature of the marketing landscape can be tough to keep up with. Every week, it feels like there is a new strategy to follow. And even then, it can be challenging to discern which trends are “real” and here to stay from the fads that will wear off quickly.
One direction that seems to becoming a more and more permanent pillar in the marketing world is the power of influencer marketing. If you are not familiar, influencer marketing, according to TapInfluence, is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market.
Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.” Instagram has become a haven for influencers, as many have grown their following from zero to millions in just a few short years. This new age of internet celebrities has immense power over a growing audience of untapped consumers.
These social media celebrities have tons of influence over their audience, and can dramatically impact viral trends and shopping patterns. If you are able to work with influencers in the right niche for your business, you will be able to accelerate the growth of your product/following in a really short amount of time.
Although it is definitely an appealing opportunity for many brands, tapping into this emerging ecosystem can be a real challenge without any experience. It is very easy to get scammed while fishing for the right influencers to partner with.
You and your team should start by identifying the right influencers to work with. This is likely the hardest part of the whole process, as there are lots of things you can mess up during this stage.
Picking the wrong partner, because you are in a hurry or have a specific person your mind is fixated on, can have long term negative consequences for you and your brand. It is important you take your time, do your research, and carefully plan out your influencer marketing strategy. This process may take lots of experimentation and failure before you find the right partner, knowing that going should help you set your expectations.
It is important that you do not force a relationship onto an influencer. If they are not interested in working with your brand, for whatever reason, stop trying. Even if you get them to say yes after begging, chances are they will not be as excited when promoting your product. “Fake praise” is just as…