How Do Small Businesses Connect with Influencers?
Here is the problem that many small businesses encounter with influencer marketing. There’s practically an unlimited possibility of influencers, so where in the world do you even begin? Then, once you’ve connected, there’s the question of which platform to use. To be honest, the whole process can be intimidating, especially to the small business owner who just wants to focus on the customers that are already in front of them.
There are so many incredible opportunities that can be unlocked with the right influencer, but sometimes you need a little help in making the connection. This is where a digital marketing team that’s experienced with influencer marketing can become your strongest business ally.
What Is the Role of an Influencer Marketing Professional?
As digital marketing specialists, we understand the opportunities for your business that are just waiting to be unlocked by partnering with the right influencer. However, it takes a strategic approach to make this happen and maximize the potential of these relationships in the process.
A marketing professional will be there from the first steps of strategic campaign design through the execution and beyond. You should expect your digital marketing team to find and recruit the best influencers for building your brand image, developing those relationships, and managing the partnerships.
But the work doesn’t stop there. Once the relationship is established, there should be great attention paid to tracking and reporting, along with a deep, detailed analysis that goes far beyond the basics of social media marketing to look at the level of engagement across the entire customer journey. The more we know about the success of your influencer relationships, the more your business profits.
This Is the Future of Influencer Marketing.
Today, we know that influencers who have the highest rate of engagement are usually not the big names. Micro-influencers, personalities with a smaller following, show an 8% like rate versus the 2.5% like rate of celebrity influencers. This wasn’t always the case, but it also isn’t surprising given how consumer behaviors are complex and ever-changing.
It’s shifts like this that have us wondering what’s next in the realm of influencer marketing. What will the future look like, and how can businesses start proactively adapting today?
While we don’t have a magic crystal ball, we see some pretty strong evidence of the direction that we’re heading with influencer marketing. For example, the ways that social media marketing will need to adapt to appeal to platforms that prioritize great content over brand promotion or how marketers will need to become more resourceful and creative with a multi-channel approach to optimize influencer relationships.
One thing is certain however, influencer marketing isn’t going anywhere. In fact, as an industry, we’re looking at how to adapt it to emerging technologies and prepare for new marketing tools designed to simplify the interactions between brands and influencers.