[/dropcap]I[/dropcap]nfluencer marketing has been around for some time. Yet, only a select few knows how to harness its true power. Only a few can claim success in a pool of different influencer marketing strategies.
But many are willing to risk it.
Around 84 percent of marketers said, in late 2016, that they will work with an influencer in 2017.
Then Facebook changed the rules of the game early this year. Facebook CEO Mark Zuckerberg said they will alter the algorithm to focus on meaningful conversations.
If marketers had known and realigned earlier, the number of adopters would have ballooned.
Then the EU GDPR jumped aboard. It rolled out several rules on data usage and privacy. This made social networks a minefield.
What will you do to curb the effect and revise your strategy?
The Next Plan of Action
Realign with influencers who know how to push content into their target’s news feed amid the changes. Build rapport and introduce them to your brand.
Most consumers trust peer reviews than the traditional ads. So, influencer marketing done right opens a direct line to your customers.
Done wrong and you disaffect them. They abandon ship even with the slightest mistake.
So how do you keep the ship afloat and fully booked this 2018?
1. Stick with Your Influencers
While influencer marketing is young, it has skyrocketed with the advent of social media.
If you want to see results, though, stick with your influencers for a while. And move on from the one-off strategies of the past.
Remember: Loyalty builds trust. Your influencers and followers will see how authentic your relationship is if you persevere.
Hang on. The more time you spend to keep them engaged, the less time you need to look for new influencers.
2. Stick to Your Target Audience
Size is a non-factor to influencer marketing in 2018, as it has been since the outset.
A popular but uncommitted, disengaged, untargeted influencer will punch a hole in your wallet. Your brand will fare better if you tap into a small influencer with an engaged, target following.
Micro influencers are seven times better than macro influencers. They also cost less.
A mix of both types may serve well if you can afford it. Going niche, though, is still the better choice.
3. Let Your Influencers Influence More People
Once you have fostered the relationship, your influencer’s content comes next.
Lean to a natural, active voice. If the content comes forced, consider finding another influencer that fits your style.
Influencers have a good grasp of the content their followers want to see or engage with. They create the best, most successful campaigns, especially if they already recommend your brand.
Your influencers are your best consumers. They are ambassadors of your products. And nothing is more genuine than them spreading the good news about your brand.
In influencer marketing, less is more. Start focusing on your brand’s true enthusiasts. Then cultivate the relationship with time and let your influencers’ creative thinking loose.
Once everything is in place, you have a smooth route to talk to your audience. And the message comes across in a true, authentic voice that keeps them engaged.