The average digital marketer focuses on creating engaging, unique content in order to influence the consumers’ spending through targeted social media marketing strategies. But it becomes tricky when the consumer becomes suspicious of their motive even abandoning ship once they notice traces of ads in the content. People hate advertisements. Marketers have limitations when it comes to content marketing. Social media algorithms are set in way ad dollar spending from business should be a core part of online marketing. The brand inspired content injects longevity in a brand-customer relationship symbiotically benefiting both.
On matters of influence, referrals from familiar social media influencers tend to have greater impact than brand inspired content. The social media influencers are people consumers trust and believe in. In fact referrals from someone you trust have positive influence on why or how you make a purchase. Similarly, social media influencers use this particular principle.
Influencers can be drawn from various industries including social media itself, celebrities’ entrepreneurship, bloggers, and social media users with huge group of loyal fans among others. The brand choice of influencer will be determined by the type of brand or product that needs pushing. Here are more tips on finding the right social media influencer for your brand.
Consider the relevance
Before a brand hires the services of influencers they need to analyze previous content they’ve shared. For instance, a brand selling cars need to ensure that their choice of influencers publishes content relevant or specifically related to the brand. Of course, the first thing they will look for is the analytics to help gauge the extent of his or her influence. Examining archive posts, for a blogger will give the brand an idea of what to expect. It could be an influencer built his loyal following from feigning profanities in his content. Is your brand comfortable with such an influencer? Such types of questions should be critically considered.
What about the engagement?
Early on in the post, there was a clear indication that digital marketers are poised to increase engagement through provisions of good and high quality content. However, even an influencer needs to be judged using similar standards. The past interaction will give you a clear picture of how fans respond to their ‘idol’. Simple indicators of engagements are responses, comments or shares among the influencers’ audiences.
The reach of the influencer
If there is anything influencers bring into the relationships it is the reach they possess on their online platforms. Bloggers and huge social media users have a staunch and trustworthy following. Their loyalists dedicatedly comment, share or like pieces of content shared by the social media influencers. Consequently extending the influencer’s reach to other social media platforms he is not as popular on.
Also, it’s quite important for a brand to work with an industry specific influencer. For instance a motor blogger with an overzealous fan base isn’t much of a help for a hotel brand. The two will collide since a shift in content for the motor blogger may trigger a backlash from loyalists.
The key phrase here is ‘satisfied customer’ denoting the loyalist fan. The idea in influence marketing is to convince prospects to explore a website and hopefully come back again. If the frequency by which an influencer post content is low it means they are fond of hit and run gimmicks. On the surface there is nothing wrong with a blogger writing an exceptionally great piece of content once a month to ecstatic fans. However, deep analysis of the few but far between posts has greater implications for a brand wishing to increase its reach.
Consistent posting by an influencer means a brand can benefit from the frequent sharing, comments, likes they influencer brings on board.