3 Reasons Why Brands Should Use Influencer Marketing these Holidays
Every year brands spend thousands of dollars on mainstream ad-space during the holidays; but there is a more effective strategy that brands are starting to opt for, Influencer Marketing.
Influencer Marketing allows brands to connect with customers in a more natural and authentic way.
While most brands opt for the same old pushy advertisement techniques during the holidays, today’s Influencer Marketing strategies prove to be the most effective.
According to a study by McKinsey, One Fifth of Christmas Season Retail Sales Will Be Digital This Year!
Marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising along with a 37% higher customer retention rate.
Holidays are all about family, celebration and spending time and catching up with your loved ones; but there is another key behavior associated with the holiday season.
Shopping!
Online shopping has become the preferred choice of consumers in the last few years.
Consumers will spend nearly $3.46 trillion online just in 2019 alone.
Influencers are an extremely effective tool to reach relevant buyers.
They have a significant influence on their audience and a subtle, yet effective way of making a brand’s product or service a ‘must-have’.
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Nowadays, influencer marketing is a key piece of the marketing puzzle for all brands, regardless of their size, or sophistication.
Everyone should integrate some sort of influencer marketing strategy into their marketing plans.
It allows brands to reach consumers through trusted and familiar voices.
Its value proposition is such that it can’t be found through many if any other forms of social media marketing.
However, it is crucial to find the right influencers, who are authentic in their approach, have a high engagement rate from their followers and match your brand’s identity.
Here are some tips, which can help you effectively implement an influencer marketing strategy:
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Stay true to your brand
Before contacting any influencers, it is important to know exactly what is it that your brand represents, and which type of Influencers will fit your intended campaign.
Think about who their audience is and who you want to engage with.
If your main target is to increase brand awareness, one range of influencers might be most effective, while if your purpose is to drive sales, another range of influencers might be better.
Authenticity is key in influencer marketing, so be selective with whom you partner with.
Izea is one company that can help sort out the right influencers for your campaign.
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Data doesn’t lie
The number of followers shouldn’t be the only metric when choosing Influencers.
Look at their audience’s authenticity, engagement, audience demographics, etc. and make an informed decision based on these stats.
Analytics are crucial in the outcome of your campaign.
Tools like Collabstr make this simple.
Just have the influencer sign up and share their digital resume with you, which consists of all of their Instagram analytics such as audience quality, engagement rate, audience insights & demographics and more.
The resume also shows their pricing, past posts/sponsorships and more.
You can also use it as bargaining power if an influencers stats are not what they claim.
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Give freedom of content
Influencers that have thousands and millions of followers have them for a reason, they successfully tap into the emotions and aspirations of their audience, and know how to best connect with them.
Set general guidelines and requirements for your campaign, but let the influencer do what they do best.
As long as you are on the same page with the deliverables and expectations, they will be far more effective with some autonomy.
Their audience doesn’t want to be blatantly advertised to, and the influencers don’t like simply communicating the brand message to their followers.
Influencers should be allowed to formulate and tell a story that engages their audience while still getting across the true message of your brand.
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