Digital marketing is key today for any company that wants their business to succeed. There are countless strategies for digital promotion via the web, but one of the most important is influencer marketing. Using the power of individuals and their social media accounts, influencer marketing relies on the power of people to get information out to the people who pay attention to them -- and it can be a powerful way to gain customers and grow a business.
What Is Influencer Marketing?
Influencer marketing is a marketing tactic where companies pay particular individuals to promote their company. Influencer marketing usually happens via social media channels, like Instagram, Facebook, Pinterest, Twitter and more. In influencer marketing, a company can create content for an influencer to share on their social channels -- or they can rely on influencers to create content on their own to share. Often, influencers post photos and information about products that they have been paid to promote, encouraging their followers to look into (or purchase) the products they are posting about.
How Do You Incorporate Influencer Marketing Into Your Strategy?
If you run a company and want to incorporate influencer marketing into your strategy, there are some simple steps you can take to harness its power. First, decide what your goals are with an influencer marketing campaign. Do you want to make more sales? If so, use influencers to push your products. Do you want to grow your reach? Consider having influencers post about your company and encourage followers to follow you on social media.
Once you've set your goals, find the right influencers. You can use influencer finding tools like BuzzSumo or GroupHigh. You can also simply poke around social media, look at hashtags related to your industry and find users who have a big enough following and who post about things that are relevant to your company. Once you've found the right influencers, reach out to them and ask them to help you with a campaign. Conduct a quick interview to make sure they're the right match for your company, then explain what you'd like them to do and offer them appropriate compensation.
When you make an offer to an influencer, make sure you offer them fair compensation. Consider how big their reach is when offering payment. A brand new, up-and-coming influencer may appreciate a token of $500, while a big celebrity who gets paid a lot of money to make appearances may require several thousand dollars.
Legalities of Influencer Marketing
Influencer marketing can seem like a pretty simple science (and it mostly is), but if you undertake an influencer campaign, you want to keep some important legal information in mind.
It's essential for your influencers to disclose that they are in an advertising relationship with you. Instruct influencers to include a caption that they are paid, or that they are an influencer. This will ensure that you don't violate any advertising laws set for by the FTC. Also, be sure to be clear about what information the influencer can post. You do not want them to make any false claims or share any information that is incorrect or that can't be backed up. Finally, be clear about how and when an influencer can post about your company or product. Protect your name, copyright and trademark, and ensure they're being used in the ways -- and at the times -- that you think are best.