With the growth of social media celebrities in recent years, influencer marketing has expanded. This form of marketing is far more effective than it appears, which is why an influencer marketing strategy is necessary.
You might think of influencer marketing as a single customer endorsing your product to hundreds, if not millions, of friends rather than just likes or shares on social media. How many other avenues allow you to reach a wide audience of ideal prospects who are eager to put their faith in your product or service?
So, how can you create an effective influencer marketing strategy to help your company grow? Is it better to go after celebs or micro influencers? How can you track down these power players? What are your tracking methods?
First, a Quick Overview of Influencer Marketing in Chapter
This first chapter provides an overview of influencer marketing, covering what an influencer is, how to identify the right individual for optimum ROI, and where to find genuine influencers. (As well as the most important lesson we’ve learnt from working with influencers.)
Then, in chapters 2 through 10, we’ll delve deeply into each facet of an influencer marketing strategy, as indicated by the table of contents above.
1) What Is Influencer Marketing and How Does It Work?
Many brands use influencer marketing as a primary marketing tactic. Influencer marketing has the following advantages:
- Expand your audience
- Make your brand more trustworthy.
- Increase your social media following.
- Boost site traffic
- Obtain further leads
- Increase sales
When you see celebrities and other well-known people you admire wearing specific items or utilising certain products or services, you are far more likely to buy them.
The influencers you see on social media have hundreds of thousands to millions of followers on Instagram, Snapchat, and best YouTube video promotion . Influencers are those who have built up an audience via their own efforts.
Keep in mind that gaining a following is really difficult. Because they have such large organic audiences, YouTube and Facebook compensate these folks well.
2) How to Make Influencer Marketing Work for You
Paying influencers directly for postings is the simplest way to use influencer marketing.
Take, for example, Instagram. There are numerous models promoting protein, water bottles, and other related things. These models are compensated for each post. You don’t have to be a large corporation to benefit from this form of marketing.
Assume you work in e-commerce and are selling things. Influencers on the level of LeBron James or Kim Kardashian aren’t required. I was just chatting to a 500,000-follower influencer the other day. When I asked her how much she was paid per post, she said she was paid around $800. She is a 24-year-old woman. That’s a lot of money for very little work at that age.
You can see how the statistics add up in your favour if your e-commerce company pays $800 each article and your average order value is $50. Assume one of this woman’s posts results in $5,000 in sales. That’s the kind of trade you’d make every day.
3) The Most Important Takeaway from Influencer Marketing
For quite some time, I’ve been using an influencer marketing technique. I’ve even done it for my personal brand to see if I can boost my popularity, which would assist Single Grain and Growth Everywhere raise their total brand awareness.
What I discovered is that when your influencers post on a periodic basis, it has little impact. You can start a movement if you have a large budget and do it consistently and frequently.
I didn’t have Beats by Dre’s budget, so I did the next best thing. I attempted to have influencers post once a week, on a set day, every week. When I had all of the decision-makers,
That’s because thousands of individuals saw my name and brand many times from different influencers in the same location on those precise days. “Wow, I’m not only seeing one or two photographs on the same day from this firm or of this product or service,” they say to themselves. Maybe I should go look at it right now.”
When someone sees it irregularly throughout a week, though, it doesn’t have the same impact as when they see it frequently in a short period of time.
Last but not least, you should use particular promo codes to track your influencer ROI. That way, you can track the effectiveness of every given influencer’s campaign.
Chapter 2: Using Mutually Beneficial Influencer Marketing to Grow Your Business
One of the most effective marketing methods has historically been referrals.
If you have a problem and one of your friends tells you about a fantastic solution, you’re likely to go out and buy it.
Influencer marketing is similar, but on a larger scale. Because they need the goods and trust the influencer, when influencers tell their fans and followers how fantastic your product is, there is a significantly larger likelihood that their audience will convert.
In order to track how effective the campaign is, the seller or marketer will usually issue a special discount code only for the influencer’s audience.
1) Brand Influencer Partnerships are Increasing
Micro influencers are followed by around 82 percent of people.
Influencers prefer long-term partnerships because they deliver a better return on investment. On the Marketing School podcast, for example, we have a single sponsor, DreamHost, who has extended their sponsorship over the years. They continue to execute the campaign since the collaboration clearly provides value.
It’s no surprise that by 2022, the influencer marketing industry will have grown from just over $13 billion to at least $15 billion.
Businesses must find a way to survive as paid ad expenses on social platforms like YouTube and Instagram continue to grow. Influencer marketing comes into play here.
2) Why Do Companies Use Influencer Marketing?
Because influencer marketing is still a relatively new tactic, it remains a viable option for marketers ready to go outside the box when it comes to establishing trust with their audience.
Here are some of the reasons why brands use influencer marketing.
Influencers are extremely powerful. Nearly 55% of consumers read at least four reviews before buying a product, and 84 percent of consumers have bought something based on a suggestion from an influencer. The influence of these unofficial brand ambassadors is difficult to dismiss:
Influencers Have an Impact on SEO. Having an influencer assist you in growing your social media following benefits your SEO as well. While having a social media presence isn’t a proven ranking factor, it does show search engines that you have a large following, which they associate with brand quality. Brands, as you are probably aware, are the way of the future.
3) Brand + Influencer: Create a Win-Win Situation
Influencer marketing, like any other relationship, should be a two-way street. If your brand is the only one who benefits, you won’t be able to convince anyone to collaborate with you, and if they do, they generally don’t have a large following.
- Compensation in this kind is the most prevalent. The majority of influencers favour and will seek this strategy. Simply ensure that the individual is sincerely invested in your company so that they can put their heart and soul into the endeavour rather than simply taking the money and running.
- Free or discounted product Offer someone a free goods or a discount in exchange for a mention. GymShark’s user base increased in this manner at first. When influencer marketing was still in its infancy, companies would send their products to YouTube influencers for free in exchange for them wearing them in videos.
- This is a win-win situation because both sides are invested. You pay the person to promote your business to their audience, and any sales they produce earn the influencer a commission. This is one of the better options as long as the commission structure is fair.
What Makes Influencers Attractive to Brands?
To begin, 96 percent of brands seek long-term partnerships that lead to many campaigns. Instead of distributing your spending among a variety of influencers, pick a few high-quality influencers and cultivate a genuine relationship with them.
72 percent of influencers feel that brand alignment is the most essential consideration when choosing a brand.
Furthermore, influencers like creative flexibility, with one-third of them citing a brand’s extensive instructions as the biggest turnoff.
Create a budget and track your return on investment.
It’s critical to make a budget before getting too enthused and influencing your way into bankruptcy.
Evaluating Influencers for Your Marketing Campaign
First, let’s look at some examples of influencer marketing collaborations.
According to a Qualtrics poll, 91 percent of consumers between the ages of 18 and 34 trust online evaluations as much as a personal recommendation, which leads to an important conclusion:
This is the “magical” impact of influencer marketing: you naturally identify a product or brand with a well-known person, such as a famous athlete or movie star, and vice versa.
But don’t let the fact that you’re not a major, well-known company deter you from trying this type of marketing. You don’t have to pay a celebrity six or seven figures to have them advertise your goods.
In reality, the bulk of influencers are not well-known. Read on….
Amanda Frederickson + Tappan Collective
Have you heard of Amanda Frederickson, a culinary blogger and mother? Most people haven’t heard of her because she only recently reached 100,000 followers — a respectable number, but far from world-famous.
Depite this, Tappan Collective, a firm that assists new artists in selling their work, approached her to collaborate.
She shared a photo of herself with one of their works of art, which earned nearly 1,000 likes – and other customers gushed about Tappan in the comments:
They then had each influencer share a photo of themselves using the foundation on the day that their foundation number corresponded to (for example, the influencer using the first shade would post on day one whereas the influencer using the 67th shade would post on day 67).
The end result:
- 66 million audience reach (+33%) from 67 influencers
- 85 million impressions (+85%) 290 pieces of content created (+44%)
- Engagements: 591k (up 269%) 6.6 percent
- Rate of Participation (120 percent ) 72 percent of content was recycled and used as shoppable items on owned channels.
- Here’s how to assess influencers for your business.
Social Media Influence
Only those who can truly influence others’ purchase decisions are considered influencers. Isn’t that correct?
Simply simply, the wider your reach, the more individuals will be exposed to your product or service. An Instagram user with 1,500 followers might be able to get some results, but a person with 150,000 followers can really push your message to your target audience.
Of fact, size does not always imply superiority. You should also evaluate previous involvement, since this can assist you determine whether the person’s audience is actually interested in what they have to say:
Using Instagram as an example, a user with 15,000 followers may receive an average of 500 likes per update. A user with 30,000 followers, on the other hand, may only receive 100 likes per update.
While the individual with the most followers will expose your brand to a larger audience, the update may not garner as much attention. This is a balancing act that includes some trial and error.
You might want to check into a micro-influencer, or an influencer with a smaller (typically up to 10K) audience in a specialised niche, depending on your budget and the level of engagement per follower you want. A macro-influencer may recommend you to millions of people, but how many of them are actually paying attention? Are they truly ready?
Rates of Influencers
How much do influencers cost?
$10–$100 each post for nano-influencers (1,000–10,000 followers).
$100–$500 per post for micro-influencers (10,001–50,000 followers).
$500–$5,000 per post for mid-tier influencers (50,001–500,000 followers).
$5,000–$10,000 per post for macro-influencers (500,001-1,000,000 followers).
$10,000+ per post for mega-influencers (1,000,001+ followers).
Putting Together a Database
Rather than randomly contacting numerous influencers, develop a database of the most promising influencers in Google Drive or Docs.
For each influencer you research, here are the important items you should include in your database:
- Size of fan base
- Social media platforms (and links to them)
- Positive aspects
- Points of weakness
- Contact information
Observations: make a list of their quirks (likes to use video a lot, has a fantastic sense of humour, has a lot of commercials, our competitor has him/her under contract, etc.).
Platforms for Influencers
Influencer marketing platforms allow brands to examine databases of influencers to identify the right fit for their campaign.
Platforms for Influencers
Influencer marketing platforms allow brands to examine databases of influencers to identify the right fit for their campaign.
Using such a platform has the advantage of having much of the work done for you. The influencers have been pre-screened, and their profiles include a wealth of information about their expertise, social media activity, fan base size, and more.
Chapter 4: 5 Conversation Starters with an Influencer
Influencers and industry experts are inundated with offers, advertisements, and spam. People ask them to discuss, assist, and counsel them. This is why they tend to disregard or even read the majority of the texts they get.
1) Interview a professional
This technique is justified for two reasons:
- People enjoy sharing their knowledge and discussing topics that they are enthusiastic about.
- Because influencers are short on time, your offer to interview them as an expert is a fantastic chance for them that requires very little effort on their behalf.
Before pitching large newspapers, make sure you have a publishing contract or agreement in place. Before inviting specialists to participate, it’s better if you pitch some big magazines and have a publishing contract or agreement in place. You may be unable to find an appropriate platform for posting your interview if you do not reach an agreement. And asking influencers to participate in stories that will never be published isn’t conducive to good connections.
So explain your concept to the influencer and where you want to publicise it. They are usually more than willing to help. It will be much easier to ask your influencer for a favour or discuss alternative ways to collaborate after your interview is up.
It collects millions of questions from sites like Quora, Reddit, and Amazon Q&A, as well as e-commerce sites and forums.
Look over the list for your main idea for the interview and write down the most interesting questions you’d like to ask your topic. Then:
Decide where you’ll publish this article (on your own blog or another platform).
Make an arrangement with the other platform or add it to your editorial calendar.
Use one of the tools in Chapter 7 to identify influencers, or search LinkedIn, Facebook, and Twitter communities for industry experts, or use Google to obtain lists of industry experts.
To make it easier to contact or follow up with influencers in the future, add them to LinkedIn, Facebook, and Twitter, and follow them on other social media sites.
Begin contacting influencers! Send a personalised email describing yourself, your goals, and your concept.
Nobody is so busy, in my opinion, that they don’t have time to write “thanks, but not interested.” So, if you’ve sent one email and received no response, don’t give up.
If you don’t hear back after three to four business days, consider contacting them via LinkedIn, Facebook, Twitter, or their website’s contact form. However, don’t be aggressive and don’t write too frequently. Stop after a couple of messages.
The major goal of this strategy is to come up with a unique and intriguing idea that will catch the influencer’s attention among the sea of emails.
2) Offer a favour rather than asking for one
As I have stated, influencers are inundated with communications from people requesting favours. They wouldn’t have time for anything else if they helped everyone! As a result, I recommend taking the opposite approach: do a favour for them first.
What sort of favours may you extend to an influencer? Here are some suggestions:
- Leave a comment on their blog.
- Share their blog post with others.
- Examine their book
- Promote their abilities on LinkedIn.
- On their blog, find and report a (major) inaccuracy.
If you’re already a professional, these suggestions are simple to apply. community. You should always be in the community commenting and sharing influencers’ social media postings, blog entries, and articles on the main publications in your subject if you want to find an influencer in your niche.
These actions will assist influencers learn about you so that when they see your name in their inboxes, it will strike a bell.
The most crucial thing is to choose the appropriate words to begin a conversation so that it does not appear as follows:
3) Craft a Customized Pitch
Influencers typically have their own blogs, and submitting a high-quality piece is a terrific way to get to know them. You have a strong chance of getting noticed by the influencer if your proposal is solid and distinctive, and your pitch does not appear to be spam.
While the fantastic guest post idea is entirely up to you, I’ll offer some advice on how to craft a personalised pitch.
Adding the recipient’s name to the subject line was an effective approach to increase open rates a few years ago. You’ll have to put in more effort than merely writing the person’s name to customise your message these days.
4) Request some guidance
People enjoy sharing their stories, but most influencers are too busy to chat to strangers or assist newcomers, as I previously stated.
However, if you ask them thoughtful questions, they will react, and it’s a fantastic approach to start a dialogue and possibly collaborate in the future. Micro-influencers are especially prone to responding.
Make a list of several hard or tough questions that only an expert could answer. Never ask a question that can be found on Google! If you’re stuck for ideas, check out Quora or other similar sites.
Send a short, polite note to the influencer, asking if they could assist you by answering a quick inquiry (s).
Eric Siu, CEO of Single Grain and founder of Growth Everywhere, utilised this exact method to learn from Neil Patel when he was first starting out. He not only learned from a professional, but they now co-host the popular Marketing School podcast.
From a Growth Everywhere interview with Neil:
“During the time leading up to Neil’s decision to take Eric on as a mentee, Eric was continually sending Neil short, to-the-point emails with smart, non-basic inquiries — asking only one question at a time, making it easy for Neil to respond.”
5) Make a reference to the influencer in your content
The final strategy I’ll discuss is citing influencers in your blog posts. In truth, you’re assisting the influencer in promoting his or her blog, personal brand, or business, so he or she would be delighted to see this piece and provide input.
Find influencers who are passionate about your subject. You can achieve this by using special tools, joining LinkedIn/Facebook communities, and following Twitter influencers.
Consider mentioning them in your blog post. A quote, a link to his/her post, or research could be used.
Request that the influencer see your content and provide feedback via email. If the content is good, an influencer may share it with their followers, giving you something to talk about.
Chapter 5: Using Influencer Marketing to Reinforce Your Customer Acquisition Strategy
The most cost-effective way to get new consumers is to collaborate with influencers to support your customer acquisition plan.
However, for your campaign to be successful, you must locate relevant influencers in your niche.
Let’s look at some effective influencer marketing strategies to assist you in developing a strong client acquisition strategy.
1) Use influencers to spread the word about your brand
Because stories are the most effective way to engage with people on an emotional level, you can ask your influencers to share your brand’s tales with their social media followers in ways that will appeal to them. But why do you need an influencer to tell your company’s story?
Influencers are known for their originality and inventiveness, so having them share your tales with their audiences may be quite beneficial to your customer acquisition approach.
Amber Fillerup, for example, has 1.3 million Instagram followers and is a fashion influencer and great storyteller. Urban Outfitters and Nordstrom have frequently collaborated with her to promote their brands’ stories.
2) Collaborate with influencers on giveaways and contests
Giveaways or contests, when done right, can undoubtedly attract new clients to your company because it is always exciting to win a reward at no cost. When you work with influencers to organise competitions or giveaways, you can reach a much larger audience than you could have otherwise.
- For a $1,000 smartphone giveaway, dbrand teamed up with Marques Brownlee and his YouTube channel MKBHD. The giveaway was a huge success, with the video receiving 1.6 million views and plenty of social media discussion.
- Kcstauffer also offers a few great examples of how to organise an effective influencer giveaway. She recently hosted a raffle for the brand Thatsit Bars, which included a $1,000 Costco prize. The brand received over 126,000 likes and considerable interaction from this post alone.
3) Encourage influencers to use hashtags specific to your campaign
Use the proper hashtags to get noticed by relevant audiences and increase brand exposure, but keep in mind that finding relevant ones requires time, effort, and considerable study. Make sure there’s a mix of common and unusual hashtags, and urge your influencers to use this winning combination in their postings.
Cadbury, a chocolate bar manufacturer, for example, uses micro-influencers to advertise their product and attract new customers:
4) Obtain honest reviews from influencers
Request that your influencers write and share honest product reviews to boost and support your customer acquisition campaign. Genuine feedback is always effective in attracting new clients.
When you’re a relatively new brand in the marketplace, user ratings and testimonials are even more significant. In these situations, a positive review from a trusted influencer can say volumes about your brand and its worth.
So work together and ask relevant influencers to provide you with honest feedback on your products or services, as well as to share their experience with your business on social media. These strategies will undoubtedly aid you in gaining new clients’ trust.
5) Leverage UGC through influencers and common users
One of the most effective and strong ways to get new clients is to leverage user-generated content (UGC).
To make this strategy work, you must first establish and build relationships with your influencers, then use their credibility and dependability to position your brand’s image on social media.
This is exactly what GoPro did to build a fan base. Users were encouraged to record their activities and submit them for a million dollar prize. As a result, they’ve received over three million posts with the hashtag #goprohero, as well as a slew of micro influencers.
Chapter 6: SEO: Using Influencer Outreach to Build Links
Before I teach you how to use influencer marketing to improve your SEO, let me explain why it works.
1) How Can Influencer Marketing Help Your SEO?
Influencer marketing can help your company’s SEO in four ways.
Increase brand awareness. You may speed up the process of raising exposure for your new brand by partnering with established industry leaders. It’s no surprise that 67 percent of marketers use influencers to promote content, especially those with a large following of hundreds of thousands of people.
Obtain backlinks When you use influencer marketing to reach a broader audience, you get a lot more opportunity to create backlinks. One of the most important ranking variables used by Google in search is links. You nearly always get a new link back to your site when you collaborate with bloggers through guest posting, product reviews, or other forms of collaboration.
Increase your social media following. SEO experts frequently debate whether social media has a direct impact on search engine PageRank. In any case, most people agree that having a strong social media presence corresponds with better SEO. When your company interacts with a new social audience, the possibility for more followers and engagement increases. This can result in increased site traffic, backlinks, and other benefits.
- Produce more natural content. The more content you produce through influencer marketing, the better your chances of ranking in Google search results are. Assume your company is new and your domain authority is insufficient to rank well. If you create a guest post for a popular website, your material will likely rank higher in search results while also promoting your business.
- The same is true when you use a YouTube influencer to promote your brand (see Chapter 8: How to Work with YouTube Influencers to Grow Your Brand for more information). It’s a huge chance to improve your Google Video Search and regular organic rankings:
2) Strategies for Building Links with Influencers
There are numerous approaches to working with influencers. If building links is your primary goal, consider the following strategies:
Product or site reviews are the first link-building strategy.
Make sure to examine their domain authority while seeking for influencers to review your goods. Bloggers who offer review chances frequently connect to a variety of websites. If they’re linking to a lot of low-quality sites, this could hurt their domain authority. That kind of link juice isn’t good for your website.
Tools to Find Influencers and Track Your Marketing Campaigns (Chapter 7)
If you’ve read this far (congratulations! ), you’ve realised the value of influencer marketing. But what good is power if you don’t know how to use it?
The Best Tools for Finding Influencers and Tracking Your Marketing
Traackr, as the name suggests, is one of the best tools for creating and tracking an efficient influencer marketing campaign. Traackr was created with the goal of assisting marketers in managing their influencer connections, but it also includes a number of tools that allow you to track the success of your campaigns.
How Does It Work?
Upload your existing contact list and utilise Traackr to find the most influential people. Traackr assists you in validating your influencers by providing detailed information about who they are and where they are active online.
Then, based on their niche, relevant team members, projects they’re involved with, and so on, you can tier and organise your influencers into meaningful groups.
You can use Traackr’s analytics features to:
- Set a baseline for your brand’s present market influence so you can see where you need to improve. To establish a benchmark, compare your proportion of influencers to that of competitors.
- Get a detailed picture of the success of any influencer marketing campaign (content, platform, etc.). Changes in mentions and engagement with new influencers should be monitored.
- Determine who is the most effective in driving engagement for your brand by combining your investment and influencer performance.
- When you ask influencers to help promote your company, set up reports to track fulfilment and compliance.
- When working with a large team and a lot of influencers, the key pain point Traackr attempts to address is eliminating cross-functional conflicts.
Traackr does not provide set price and instead requests that you contact them for a quote. Internet discussions indicate that they are not inexpensive. However, whatever they price will be tailored to your influencer marketing requirements, so you won’t be paying for services you won’t utilise.
2) Marketplace on Dealspotr
The Dealspotr Marketplace is a free influencer marketing platform that combines the advantages of a coupon website with a CRM-style management system for tracking your influencer marketing campaigns. You may add unique codes to the platform, search Dealspotr’s network of micro-influencers for help advertising these codes and your goods, and keep track of everything from a single dashboard.
How Does It Work?
You’ll have access to two sorts of marketing capabilities because Dealspotr is a hybrid promo code database and influencer marketing platform:
- Using the internet to promote your promo code(s)
- collaborating with influencers to promote your brand/store through sponsored content
- Dealspotr allows you to establish a sponsored campaign that is accessible to their network of over 4,000 micro-influencers, similar to how you would post a job on LinkedIn.
Here are some significant characteristics:
- Influencer Rate is pre-calculated. When launching an influencer marketing campaign, negotiating influencer pricing might take up a lot of time. Each influencer on the Dealspotr Marketplace is assigned an Influence Score, which is determined by an algorithm. This score is used to determine an influencer’s price, and it was created to prevent phoney followers and inflated influencer rates.
- All of your campaigns are managed from a single dashboard. When you start an influencer marketing campaign on the Marketplace, you’ll get access to a full dashboard — your one-stop shop for all the information you need to keep track of your campaign. You’ll be able to see and follow the progress of pending applications from influencers who wish to work with you. You’ll be able to keep track of invitations.
- Track conversions and clicks. The ROI of an influencer marketing campaign is one of the most difficult metrics to track. It’s a difficult statistic to calculate because it necessitates a lot of analytical data and processing. For each influencer you deal with, the Dealspotr Marketplace keeps track of clicks and sales. The platform’s tracking technology works with Shopify, Magento, WooCommerce, and other prominent e-commerce systems, providing real-time information on clicks and conversions.
For brands, the Dealspotr Marketplace is absolutely free to utilise. Any “charge” is incorporated right into the rate of the exposed influencer, so you only pay what you see.
Klear is first and foremost a tool for finding and working with influencers, but it has evolved into a sophisticated platform for managing and tracking campaigns as well.
How Does It Work?
Klear has everything you need to locate, evaluate, manage, and track your influencers. Here are some significant characteristics:
Identify and evaluate influencers. Klear has a 900 million influencer profile database with historical data. You can search or browse over 60,000 categories based on expertise, geography, platform, and other factors.
Campaign Management Klear has an integrated CRM that you can use to manage your influencer marketing. It was created exclusively for influencer marketing, allowing you to concentrate on the most important data, such as hashtag mentions for your campaigns, impact, reach, and total fans for each influencer.
Performance Evaluation You’ll get concrete data for your influencer campaign key performance metrics with Klear’s Performance Report. All of these indicators are tracked in real time, so you always know how far you’ve come. You may also design your own custom reports to see how your influencer marketing efforts are performing.
Klear does not provide set price and instead requests that you contact them for a quote.
4) High Group
GroupHigh is a one-stop shop for finding bloggers and social influencers, managing your relationships with them, and calculating the value of the material they provide for your company or agency.
How Does It Work?
There are several capabilities in GroupHigh that will assist you in launching, tracking, and improving your influencer marketing campaigns:
- Search Engine for Blogs. GroupHigh has a database of 50 million websites where you may look for the ideal influencer to match your brand message.
- Website investigation . You may transfer URLs from past influencer outreach spreadsheets to GroupHigh to gain more information about their social footprint, traffic, SEO, and other vital website metrics. Use this data to keep track of influential bloggers and make informed judgments about who to work with.
- CRM for influencers. The Influencer CRM from GroupHigh has some advanced capabilities to help you track and manage your influencer relationships. Organize them using folders and lists depending on performance, affinity, niche, and other factors. Then narrow it down by recent content, followers, keywords, and so on.
Content for blogs and social media. All of your brand or campaign mentions related to your influencer marketing initiatives may be easily collected with GroupHigh. It searches the internet for blog entries, Tweets, Instagram posts, and YouTube videos related to your campaign so you can see the impact of your work.
Reporting on content and engagement. Finally, use Engagement Reporting to track the overall performance of your campaigns as well as the performance of individual influencers. Determine which content generates the most engagement, mentions, conversions, impressions, and other metrics. Your influencers will be ranked in the report to provide you with information and to encourage them to share and post.
You’ll need to contact GroupHigh for an estimate because their website doesn’t show any pricing alternatives.
According to third-party sources, full-access might cost between $5,000 and $9,000, making it a costly alternative for tracking your influencer marketing initiatives. However, GroupHigh’s pricing is likely to be tailored to the specific needs of each user, allowing you to focus on the aspects that are most important to you.
Onalytica is a relationship management platform for influencers that helps you locate, contact, and track them. It provides a wealth of information to help you track and measure your initiatives.
How Does It Work?
Onalytica helps you optimise your campaigns by providing influencer finding software, a relationship management platform, and professional services.
Check out their Influencer Relationship Management (IRM) software if you’re looking for tracking tools. It provides:
Dashboards that can be customised. All of your influencers can be seen and analysed in one spot. Dashboards can be customised to show key influencers and their interactions, as well as any other charts you want to see.
- b) An Influencer Feed in Real-Time. You may maintain track of significant market influencers and see real-time updates of their social conversations in this section. This feed can be customised to focus on specific influencers, subjects, time periods, or social platforms.
Profiles of Influencers If you’re interested in learning more about an influencer, go to their profile to learn more about what they talk about online and who they’re linked to. This data can assist you in making your engagements more relevant.
Possibilities for Content Sharing You can upload your white papers, case studies, and other marketing content here, and Onalytica will notify you when it becomes relevant to an influencer.
Topic Alerts by email Receive automatic e-mails when opportunities to influence arise, such as when one of your target influencers brings up a topic you can share with your audience to further your relationship.
Reporting on Insights and Measurement Finally, Onalytica provides comprehensive analysis tools, such as 12-months of historical data on your influencers, social discussions, and more.
Onalytica’s website doesn’t provide any pricing alternatives; you’ll have to contact them for a quote.
According to online reviews, the platform appears to be a suitable fit for medium- to large-sized businesses that may tailor their plan to meet their specific requirements.
BONUS: 6 Additional Influencer Outreach Tools
Here are a couple more useful influencer marketing tools for building backlinks and improving SEO:
BuzzSumo is an excellent resource for locating bloggers and social media influencers. Use it to find the most popular material on any topic by searching for keywords related to your expertise.
To expand your brand’s reach, you can target the authors of such content and perhaps partner with them or guest post on their site.
Click the “View Top Sharers” button next to the content (on the far right) to see powerful social users that prefer to share content related to your topic. You may also search by author or topic by going straight to the “Influencers” item on the top menu:
How to Work with YouTube Influencers to Grow Your Brand (Chapter 8)
Working with YouTube influencers gives you access to two of the most powerful forms of advertising: influencer marketing and video marketing.
YouTube, the world’s most popular video website, has over 2 billion monthly active users and over a billion hours of material viewed every day. It’s only logical that marketers want to tap into YouTube’s enormous advertising potential, as evidenced by this Nike ad with over 57 million views:
- Many YouTube influencers have thousands of subscribers who are notified whenever a new video is uploaded. You gain access to this highly engaged audience when you cooperate with these YouTubers. Because of the close relationship these influencers have with their followers, your material gains credibility.
- Here are the most crucial things to remember when working with YouTube influencers (note that most of this applies to other influencers as well, but we’ll focus on YouTube influencer tips in this part).
1) Determine your objectives
It is critical to establish the desired objective before launching an influencer marketing campaign:
Do you want to reach out to more people?
Perhaps you want to generate interest in your products or services.
Perhaps you want to use the campaign to produce leads and sales?
Knowing what you want to achieve can help you decide which influencers to work with, what kind of material to develop for effective collaboration with YouTubers, and how to track your campaign’s progress.
So, before approaching any influencer, make sure you have a clear set of objectives in mind.
2) Select the Correct Influencers
Your efforts will not yield substantial results if you pick a YouTube influencer with a large number of subscribers at random and collaborate with them. It’s crucial to discover the ideal influencers to cooperate with even before you start brainstorming.
You should examine the following factors when choosing an influencer for your marketing campaign:
Relevance – The influencer you select should be related to your product, service, or industry. Their specialty should be similar to yours. Only then will you be able to attract their subscribers’ attention.
Look for influencers who have a significant number of subscribers on their YouTube channel. With their material, they can help you attract more viewers.
Engagement – Reaching a wide audience won’t help you unless your material is engaging. Don’t be deceived by an influencer’s YouTube channel’s large number of subscribers. Take a deeper look at the comments section of their videos to see how engaged their audience is with their content.
Collaboration with influencers who have previously worked on similar initiatives is always preferable. Their knowledge and insights might help you improve your marketing strategy.
Michael Garrett and Ryan Duey, for example, devised The Cold Plunge, which is a cold bath designed to boost your health and fitness. They had nothing but a concept at the start of COVID-19. They made $3.5 million in sales a year later and are now profitable.
Influencers like Tony Robbins, Tony Hawk, and other A-listers in the entrepreneurial business are credited with their rapid development rate. It was a no-brainer to connect with these influencers because they had a huge and dedicated following of entrepreneurs who were passionate about health and fitness.
The influencer you choose will also be determined by your budget and ultimate objectives. Working with local micro-influencers, for example, might be incredibly beneficial if you want to target a local audience. They have a small yet dedicated following. They’re also less expensive than companies with millions of subscribers.
In the issue at hand, the Cold Plunge founders exclusively contacted influencers who previously used cold treatment and asked whether they might provide a free tub (worth $3,000).
While offering free products isn’t always enough to secure an influencer marketing partnership, it appears to have worked in this situation because:
Influencers have already expressed an interest in products comparable to The Cold Plunge.
There were no other cold plunge devices on the market that were equivalent.
Given that the product was worth $3,000, giving it away for free provided significant value.
Where to Look for YouTube Influencers
Simply conduct a Google or YouTube search to obtain a list of the most prominent and relevant influencers, and then visit their YouTube channels to learn more about the material they produce.
However, if you don’t have the time to sift through hundreds of channels for the greatest fit, you might want to look at channel demographics in further detail.
In such cases, a data-driven influencer network, such as BrandConnect, YouTube’s branded content platform, can help you locate the relevant influencers.
3) Produce user-focused content
Video is a powerful tool for conveying important information in an engaging and easy-to-understand format, as well as for raising brand awareness.
Creating a film that goes on and on about how great your product or service is, on the other hand, isn’t going to help you much. Instead, create an engaging story around your brand to capture the attention of your target audience.
So if your goal is to generate leads and increase sales, you can ask your influencers to create honest product review videos. Give them the freedom to share their own experiences with your brand, outlining both the pros and cons. Coming from a trusted influencer, such a review is likely to foster brand awareness, add credibility to your product or service, and inspire your target audience to purchase it.
If you want to improve sales and generate leads, you might ask your influencers to make honest product review videos. Allow customers to relate their personal experiences with your brand, highlighting both the positive and negative aspects. A review from a trustworthy influencer is more likely to raise brand recognition, give your product or service legitimacy, and encourage your target audience to buy it.