Elevate Your Influencer Marketing Strategy with Morgan Kling
Aug 07, 2019
As organic reach becomes harder to secure, businesses are turning to influencers with high engagements to help grow and diversify their marketing strategies.
- (02:55) There's a broad spectrum of different types of influencers. There's the local "alpha mom" on Instagram who's leading the way in terms of how they're making decisions regarding raising their children and being involved in the community. From the "macro influencer" to the celebrity range, like a Kim Kardashian, these people have basically been elected as an influential person by the general consensus of social media. Each has different utilities for businesses to utilize their influence to promote their products or to promote their brand.
- (06:22) Instagram is definitely the winner over the other social media platforms being used for influencer marketing. Youtube is starting to pop up a little more as well. People are getting more comfortable doing long form videos. They are transitioning and becoming more confident online and willing to put themselves out there to share what it is that they know.
- (10:08) There's a vast selection of different platforms that you can spend your time on. Everything from video game streaming sites like twitch to tick tock where it's funny videos to an aesthetic platform like Instagram. And even Facebook, which is more of a community with a family based focus. There's pretty much a place for anyone who wants to voice their opinion on something. From the brand's perspective it's a little bit different when you look at different platforms of how they might be used to promote a business. For example, when somebody goes onto youtube, we know that their intent is higher for whatever they're searching for because they're actively searching for a very specific thing. We know that that usually indicates that they have a higher buyer intent whereas Instagram is more of a consumption platform. Same with reddit and sometimes Facebook as well. People are mostly going there to kill time or to consume the content that they're expecting from friends, family, influencers and general thought leaders they follow.
An influencer and a brand must be able to tailor their message depending on the platform to make sure the content that people are receiving on that platform is the content that they're in the mindset to be receiving.
- (12:14) When it comes to how to presenting a consistent message on social media using influencers, it's probably one of the most important things when it comes to building a strategy. There's so many different options for how the influencer might perceive what you're asking them to do. The most important thing that a brand can do is actually create a brand brief. It's basically an instruction manual for the influencers to follow. When an influencer opens it, it'll take them all the way through the "Why is this brand reaching out to me? What is it exactly that they want to achieve out of this?" Giving examples for every step of the process where the influencer might run into friction. When it's time for them to create the content, they might have questions like, "I'm not really sure of the best way to promote this." It's really easy to get caught in friction there. And that's oftentimes where brands will receive content that's not really high quality and doesn't really support their message. So take the time to craft a brand brief that can really communicate in layman's terms and fit a wide variety of different types of people so that everybody lands closer to the bullseye.
- (14:21) Another big thing is brands not really emphasizing the importance on constructing a team around it or building out a system and process that their employees are going to follow. It's basically treating influencers like people and building relationships. You want to inspire that person to love your brand. You want to inspire them to actually take on a piece of the vision that you have and to translate that to their audience. That's the ultimate goal. But oftentimes the easiest things to ignore are the little things like sending a thank you note six months after they posted. Just a "Hey, I really just wanted to follow up and say how much I appreciate it. We'd love to have you back again. Here's a discount code for this product or service. Or sending a note on their birthday with a quick "Happy birthday! We're so excited that you're part of this team. We're really looking forward to the future of how we're going to do x, y and z." It goes such a long way. I see a lot of brands avoiding that because they're so used to the robotic nature of Facebook ads and email campaigns and other direct response marketing. It's by far the biggest pitfall that I think brands are ignoring. The brands that I've seen take off the best with influencers really emphasize the relationships with these people. People that are online that happen to have a lot of followers. Putting themselves in their shoes and treating them how they would want to be treated if they were in the same situation. It puts them front of mind at the end of the day. When you're working with so many different brands, those little things set you apart, and the next time they work with you they are going to go above and beyond. They're going to appreciate the way that they were treated. It's becomes less transactional and more interpersonal.
An influencer becomes an extension of your team. Establishing a solid relationship with the influencers you work with ensures they'll represent you well both online and offline.
- (17:32) There's two main approaches that brands are taking right now. One is the shotgun approach where you basically find as many influencers as possible, send them all the exact same generic message and hope that they all reply. The ideal approach is a an intentional approach. Look at how the influencers are interacting with their audience. Look at their comments. See how people are commenting back on their posts and how often they're actually engaging in the community that they're supposedly a leader in.
- (27:14) Figure out who the thought leaders are in your space. Find out who people are seeking for the knowledge of the problem that you're solving.
When done right, influencer marketing can have a huge impact on both your long and short term sales goals As you put PEOPLE before numbers, the numbers always follow.
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