How to Spark Your Content Strategy with Influencer Marketing
If you are looking to offer a more authentic content about your brand to your audience, then there are not many better ways to do this than using influencer marketing. According to Influencer Marketing Hub 2017 Study, influencer marketing is the fastest-growing online customer acquisition method at 28%. That’s higher than organic search (15%), email (13%) or paid search (11%).
So, how do you implement influencer marketing and use it to improve your content strategy? Keep reading this article and find out.
Define the Goals
What do you want to accomplish with your content? Answering this question is essential for understanding what kind of influencers you should reach out to. For example, your goal might be more eyes on your post, more shares on social media, more newsletter subscriptions and so forth. Maybe you want more people to buy your products after seeing your content. Or something greater brand awareness? Or something else.
By defining and understanding your goals, it’s much easier to measure whether your content strategy is effective or not. Without clearly defined goals, this is almost impossible to do.
Identify Your Influencers
Influencers come in all sizes and shapes. How does your influencer look like? Do their opinions align with your own? An influencer is someone who shapes the opinions. decisions and action of the audience.
Your influencer marketing will rely on the influencers you choose. Go with the wrong influencer and the whole experiment is doomed to failure. The question is, where to find influencers and more importantly, where to find the right influencers? There are a lot of places where influencers “hide”. Depending on the niche or industry the influencer engages in, this can be a blog, Instagram, Facebook, LinkedIn or something else.
Look carefully, what the influencer writes or talks about and see if this aligns with your content tone and voice. Remember, the number of followers is not the most important thing here, this is.
The right influencer needs to:
- Specialize in your industry or a similar one
- Have experience creating the type of content that you require
- Be able to bring high levels of engagement
Connect with Influencers
Once you have a list containing a few influencers that fit into your content tone and can spark your brand story, it’s time to reach out and connect with them. No, you can’t just email them or cold call them and ask them to promote your product. It doesn’t work like that. You need to build a relationship with the influencer.
Follow their social media profiles, like their post, comment on them and share them. Just be careful not to seem overly aggressive. Don’t do it all at once. Start by retweeting their tweets, then next week comment on an Instagram post or share their Facebook post and so on. Yes, it will take a while, probably a week or two (or even more), but this way, you’ll create a natural connection with the influencer.
What Kind of Content Do You Need?
Just as you need to find an influencer for your specific target audience and niche, you also need to know what kind of content you can use their help with.
Here are the three most popular content types you can go for:
A recommendation or a review from an influencer is worth much more than one from the company itself or even a regular customer, since influencers are trusted by an army of followers. And, the more the influencer is considered an expert, the more trust their review will garner. Consider this, one in three people say they trust an influencer over the brand itself.
- Collab content
Another way to use influencer marketing to your advantage is to work closely with an influencer to create a more entertaining branded content that your audience will appreciate. Partnering with an influencer with a strong Instagram or Twitter following for instance, will help your brand make a big impact and reach more people.
- Demos and tutorials
You can also have the influencer showcase how your product works (and why it works) in a demo or tutorial. Since this will typically be in a video format, it’s important to find an influencer that is not shy in front of the camera and also make sure they are knowledgeable about the product. Viewers will spot if the influencer has never used the product before filming this.
- An interview with the influencer
Why not let the influencer speak for themselves in a candid interview? The danger with this is that it’s easy to ask “so why do you love product X or brand A”?, but that’s not what the interview is supposed to be about. Instead, allow the influencer to tell stories the audience will enjoy hearing and provide their own observation that the audience will find valuable.
Marketers have no doubt that influencer marketing works. According to one research conducted by Social Media Today, an incredible 94% of marketers believe this tactic to be successful. Which makes sense, since influencer marketing delivers 11 times greater ROI than traditional marketing. That is something worth tapping into, so start utilizing influencer marketing in your content strategy today.