How Can We Make The Most Of Influencer Marketing?

With the development of the Internet and, in particular, social networks, the number of available ways to advertise brands, goods, or services has significantly increased. Everyone will be able to choose an option depending on the goals, strategy, and budget. Some of them are more popular, some less.

Influencer marketing is a modern tool, when a well-known person, whom consumers trust, listens to, addresses the target audience. For this, social networks are used (YouTube videos, Instagram posts, various contests, reviews, etc.).

Such people are called opinion leaders; they are conventionally divided into two categories. The first includes a popular, well-known personality, for example, a singer or an actor. The second group includes experts in a particular field who have sufficient influence in a specific niche, like Dr. Komarovsky.

How does influencer marketing work?

First of all, I must say that influencer marketing is more classified as an image tool. With its help, the reach of the target audience is increased, and its involvement is ensured. The result is an increase in the number of loyal customers, which leads to an increase in sales.

There are several ways to use influence marketing:

• Sending gifts. A certain famous person is presented with a gift, which she will tell on a social network if she wants. This allows you to draw attention to a particular product, especially if it is new.
• Self-service content creation. To do this, the opinion leader is given samples of the goods, or a service is provided. After that, he independently chooses the content's format and direction (there may be negative assessments).
• Activity. Whenever any events are held, bloggers are invited to cover the event, such as opening a restaurant, presenting a new car, and the like.
• Sponsorship. As an advertisement, the blogger posts certain information that is created or agreed with the sponsor. To have a less intrusive character or frank praise, it is better to resort to this method for the presentation of a new collection, product, and service.
• Ambassador. In this case, the company cooperates with a blogger who is the face of the brand: content with the participation of this famous person is published in the brand profile; she can conduct live broadcasts, talking about goods and services, and answer questions. Also, such cooperation is used to announce promotions, give away.

A striking example of such marketing is beauty bloggers who use certain cosmetics when creating an image or travelers who say it is better to book accommodation through a website.

Influence marketing is based on two behavioral factors: the desire to imitate an idol (when, for example, a show business star says that she uses such a face cream, you need to buy one for yourself), trust in an expert (to purchase certain products, which will help you lose weight).

Think to the very last time you chose phone, a vacation spot, or even a gift for your loved one. What made you make this very decision? The opinion of an outsider who spoke positively or negatively about certain options!

Influencer marketing is the future of online advertising and can sell almost any product. There are no standard schemes here, so there is an opportunity to experiment, choosing exactly what suits your business. There is no need to invent; it is enough to attract the right person.

Today, there is so much talk about Influencer Marketing that it is almost impossible to ignore this situation. Regardless of the social media channel we use, we see an influencer.

They influence, mostly in Turkey, '' Social media phenomenon '' is known by the name; However, Influencer means "affecting" in English. They are popular and high-follower users in certain media or social media that attract attention to the content they create. It is the shortest way to create a successful digital campaign recently. In this context, to work with an influencer that produces original content suitable for your company to create a successful campaign; It will be ideal for conveying your product or service to the target audience.

Let's find the answers to your questions about the process of starting a good influencer marketing together and create our influencer marketing plan.

Suppose you are going to create your influencer marketing campaign. In that case, we can say that you are sadly a little late because 70% of the retail industry brands have already started working with Instagram Influencers. Most of these brands prohibit their agreements with influencers from working with other brands from the same industry; however, that doesn't mean influencers are out of reach. `` Influencers are people who, like our customers and us, control their e-mail, research companies where they can work in their fields, and research new content ideas, '' says Michael Feldman, Vice President of Ecosystem Partnerships at retail software company Index.

Feldman, personalized campaigns and offers created by retailers while reaching the customer; He suggests that it can also be done on an influencer basis. In the connections to be made with influencers, communication should be personalized based on the influencer and the campaign to be created; and he adds that positive feedback can be obtained when presented with original content. Influencer marketing is a digital interaction way that has proven effective today and has a market share. There is room for new players in this developing marketing area. Just ask! It is possible to make the right decision for your brand at any time with the trends, content, and new influencers that change day by day.

Do not say I'm late! Social media and mobile usage; we have all witnessed its increase over the years, and we are still happening. This development; It is not difficult to predict that it will increase in the coming years. As Mobile and Social Media become more popular, influencers will be stronger.

First steps for Influencer Marketing

Influential CEO Ryan Detert said in a statement that "We are doing brand health analysis first while doing our first work with a new brand." Brand health analysis is carried out to determine the status of the company, its target audience, and working areas; thus, more efficient returns are obtained from the campaigns created.

Today, an Influential company has the power to reach an average of five billion users by working with more than 17,000 influencers. Influential uses IBM Watson when performing brand health analysis. IBM Watson is an artificial intelligence technology that can answer questions in natural language. IBM Watson, the artificial intelligence infrastructure technology of IBM in your research, analysis, content development, and similar subjects; by providing you with the analysis of the campaign you will create and the influencer you will work with, it ensures that your company is prepared before the campaign. In the same statement, Detert says, "IBM Watson makes sure you have the right influencer to create the impact you are targeting."

Based on what we learned from Detert and what we know, the first step you need to take while creating your Influencer Marketing strategy is to recognize your brand's goals and determine your target audience's needs. Using IBM Watson and similar artificial intelligence technologies that will support you in this determination process will allow you to create a professional analysis for you.

The next step is to determine your message for the campaign you will create with the data you have.

Your last step will be to decide which influencer you will work with your campaign message and content.

Influencer Selection

Making the right decisions is essential for all of us. We acquire certain investments and experience to make the right decisions in many areas of life. So, what kind of a path should we follow for choosing the right influencer?

Do not hurry and connect with any influencer with good looks, high follower count, and a social profile! As stated above, you need to analyze your target audience for the right influencer and the right social media platform.

Influential CEO Ryan Detert says: “Don't be fooled by the over-follower account of a 25-year-old young girl! Sometimes followers may not be the mirror of the influencer, in which case you may be putting your campaign at risk ''. The person you will work with can be an influencer but do not forget that the message you are sending is influencer followers. In this context, when choosing an influencer, influencer followers should be analyzed as well as an influencer.

One of the big uncertainties that marketers get in between is whether popular influencers or micro-influencers will yield more. In a study on Instagram influencers, the liking rate of micro-influencers with between 10,000 and 100,000 followers is 2.4%, while the liking rate of popular influencers with 1 million and 10 million followers is 1.7%.

If you want to spread your message to large audiences, working with a popular influencer will help you. If the importance you give to interaction is more important than spreading to large masses, you can choose micro-influencers.

After determining your campaign's appropriate target audience, it is now in your hands to find the right influencer. Are micro-influencers with local followers suitable for your campaign enough for you? Or is it a famous influencer you are looking for? The decision is yours.

The Right Platform

You can think of the platform selection, which is as important as choosing the influencer, wearing the right clothes in the right weather. If your target audience is users under 18 playing video games, a live streaming influencer on Twitch will be the right decision for you. If your content is a fashion and design-related images, Instagram is, by nature, the appropriate platform for you. If the content or message you want to convey has perception or expression values, it will be among the platforms you can use on Twitter. Also, Youtube is ideal for your detailed and long-term narratives. Having more than 2 billion users, Facebook is a platform where you can find your target audience with your content with share value. If your goal is to promote a corporate-oriented product or service, you should consider Linkedin.

The platforms given above are the most popular social media channels today. Over time, content, influencers, and platforms may change. Whatever you may be; Stay social on social media and make sure you go where your target audience is!

Creating an impressive campaign with Influencers can bring many difficulties, but there are no difficulties that cannot be overcome. The important thing is to make this process overcome in a short time.

We tried to give information about how you need to follow to speed up this process; however, it is almost impossible to predict how an influencer audience will react to your campaign. If you apply the correct ways to get a good return on your campaign, you will reduce your time to success and increase your campaign efficiency.

By taking the right steps, you can analyze the influencer and target audience, and create your campaigns by creating content in the right media with the right influencer.

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