20+ Influencer Marketing Strategy Tips
This post is an excerpt from our Digital Growth Summit event in Sunnyvale.Here are the digital marketing experts who contributed to this blog: [su_spacer size="1"]
Here are some key takeaways from the Influencer Marketing Strategy panel:
- Find out what platforms reach your audience most effectively
- Pay attention to the language top influencers are using
- Research the influencers whose help you want
It might vary from one campaign to the next, so find out what works best for the brand or message you’re trying to sell. You want influencers and fans to share on the social-media platform that conveys your message in a way that feels authentic.
If they’re describing your product (and your competitors’ products) in one way and you’re speaking a different language, it creates a disconnect. Tweak your messaging and SEO to close the gap and reach the audience that influencers are reaching.
What are some best practices for creating an influencer marketing strategy?
On Instagram, marketers don't use descriptions in the most effective way to reach influencers. —Vishal Gurbuxani
We tested “share via email,” “share on Twitter,” "share on Facebook," etc. We found that what actually causes people to buy is when they believe that their friend specifically thinks that they should buy the product or service, and the recommendation is therefore personal.
It’s the sense of trust that causes people to buy. —Brad Kam
When people post on Facebook using the "share on Facebook" tool, the message is very undirected, so the people who see it wonder if it is an ad, if the friend posted it by accident, or even if someone hacked their friend’s Facebook account. These are the types of questions that come up when you see shares on Facebook. On Twitter it is even worse; virtually no one is engaging. With email accounts we are at about 85% right now, so it seems clear it’s the sense of trust that causes people to buy. —Brad Kam
We had contrary results from our influencer marketing strategy. On Twitter, we actually see great business and we have great penetration with sneakerheads. One of our influencers tweeted a single tweet about the new Nike Lady Liberty sneakers that had just been released. It generated about $300,000 in sales and $30,000 in commission revenue. Obviously that is an outlier, but it is by no means exceptional. This influencer had a community of highly engaged sneakerhead fans. We see good micro verticals with that when there is a strong, highly engaged community. —Oliver Roup
To zoom in the conversation on Instagram, a lot of marketers do not use their descriptions and comments the most effective way to reach influencers. We find that there is about a 30-40% lifted engagement just by using the right hashtags and also spreading that down into comments.
Meanwhile, filters are not really in right now; the more real the better. So the more descriptive you can be in what you are actually talking about to create that emotional connection, the better. Then use comments for tagging to help users find content and create text on images. And to see what’s working, we are always telling people to look at the analytics. —Vishal Gurbuxani
What are your favorite tools and how do you use them?
@CrystalKnowsMe breaks down the best ways to engage with the person you are reaching out to. —Jock Breitwieser
CharlieApp, CrystalKnows, and Nova. These are AI tools that I use personally when I am trying to engage with people that I think will have influence for the brand that I am representing. Charlie essentially extracts information from publicly available websites and sends you an email with a summary of the person that you are about to engage with. So it’s a very interesting way of scrapping information. You can use it on a personal level when you are getting ready for a meeting, but when you are reaching out to somebody that is key, because you have to know who is in front of you. CrystalKnows is fascinating. It breaks down the best ways to engage with the person you are reaching out to in meetings and in email. —Jock Breitwieser
Twilio is messaging as a service, so all of our texts are sent out that way. If you access one of our share pages via your mobile phone, you will see an option to share via text. Our recent testing showed that 30% of overall sales were coming from texts. Kickbox is great for email deliverability and lets us know if our emails are getting through to people. —Brad Kam
From the perspective of advertisers or brands, what would we look at in our Google Analytics to track an influencer marketing campaign?
The value really comes from that mid-tier influencer with a real fan base of real people. —Oliver Roup
The sources of traffic are key. When you look at the 99-1 ratio, we agree with that in terms of who is really driving your sales or your engagement. But it is never the 1% you thought it was going to be upfront.
In the influencer world, it is not necessarily the major celebrities that you have to pay big bucks for driving all of the conversions. The value really comes from that mid-tier influencer with a real fan base of real people actually reading their stuff and engaging. So Google Analytics allows you to really understand where the traffic comes from. —Oliver Roup
[In your influencer campaigns] incorporate something that’s trackable so you can also monetize it. —Josh Ochs
Always incorporate something that’s trackable so that you can also monetize it and it can help to pay back your influencers. —Josh Ochs
I strictly look at influencers through a B2B environment. The majority of my experience is on the tech side, and when I talk about amplifying content from an influencer group it is to identify the 1% and then put them into a database to monitor their behavior. Monitor them to understand the language and context of how they talk about technology, your business and anything in the industry. You monitor their consumption habits (where are they sharing content from Business Insider, TechCrunch, etc.), what keywords they are using, and when they spend the most time online. Then you can use that intelligence to say, “We talk about our technology like this, but influencers who are moving the market are talking about it this way, and there is a gap.”
Identify the 1% [of influencers] and then put them into a database to monitor their behavior. —Michael Brito
So then we change our messaging, our website, the way that we optimize search, and the way that we write editorial everywhere. So then we begin to show up in search results when our audience is searching for things in which they were influenced by the 1%. —Michael Brito
Keep content standards high. Authenticity is really what drives your voice. If you come across to your audience as authentic, it expands and people spread your message. It doesn't take much inauthenticity or low quality content to turn the audience off and ruin your reputation. —Oliver Roup