Influencer: one who exerts influence : a person who inspires or guides the actions of others.
Specifically : a person who is able to generate interest in something (such as a consumer product) by posting about it on social media.
There has been a steep increase in the use and interest on influencers in past few years. In the very recent past, celebrities have and still are used as brand ambassadors to increase awareness and brand affinity. In Athletics, Nike has associated with elite sportspeople to reaffirm its’ positioning as the “Go-To” brand for high performance.
In recent years, even less famous personal brands have entered the influencer circles. Chosen because of their following on Social Media and influence on their blogs, these brands and individuals are targeted to increase awareness, consumption and association with people, places and products.
“these brands and individuals are targeted to increase awareness, consumption and association with people, places and products.”
As with many other things, Social Media Marketing can worked if used correctly. It all starts with associating with influencers that are aligned to your brand and your vision. You can do this by:
- Finding and following influencers in your industry– by keeping an eye on the content that your potential influencers share, you will be able to ascertain if they are a good fit. You will also be able to find synergies on how they can add value to your proposition and how you can add value to theirs.
- Interact with your potential influencers– by sharing, liking and commenting on the content that your potential influencers post, you may be able to create a cyber alignment with them (and boost their ego’s).
- Contact them directly– It is always advisable to just ask for what you need. What’s the worst that could happen? You may prepare a proposal for your influencers to share some of the ways that you can collaborate with them.
Influencers can create great inroads in making your brand, service or product more relevant and relatable if used in the right ways. Here are five simple tips to get you started:
1. Clean up your profile
Chances are you are not the first and only one to approach your influencer to collaborate. It is essential that your profile has quality content that they would be likely to want to be associated with. If your profile is not yet up to scratch, this is a great opportunity to align it to your brand and your vision before approaching anyone.
2. Be authentic in your approach.
Forced associations are normally quite easy to spot out. Be very honest about where you’re at with your brand and although aspiration is a good thing- it is also important to be realistic and, well… real. If you find a potential influencer that does not quite fit your current positioning, don’t force it. Carry on searching until you find the right fit.
3. It’s a give and take.
Associating with influencers is not just about convincing them to share your content and hoping for the best. It is a mutually beneficial arrangement. Share quality content that is relevant to their brand and it is easier to work with.
4. Nudge them to share.
The only time you get access to your influencers followers if they share your content. In this regard, flattery is your friend. Influencers simply love sharing content that makes them look good to their followers. You can also ask to be a content contributor if they have a blog and in this way you provide usable content to them and you get to talk about your offering.
With all the options that people have in this present age, it has become fundamental to collaborate in order to have a bigger say in your industry of choice. Create an ecosystem of like-minded brands that you can collaborate with on different aspects of your marketing for greater reach and bigger impact.
Written by: Dimakatso Moloantoa; a #vuuqablog contributor.
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About the Writer:
Dimakatso Moloantoa is a Marketer by profession and by passion. She has a Bcom degree in Marketing Management from the University of Pretoria (TUKS) and a BPhil (Hons) from the Institute of Marketing Management (IMM). She is currently doing her Masters in Marketing Management (MPhil) through the Institute of Marketing Management.
In 2015, Dimakatso founded AMARI Marketing and Communications PTY (LTD). AMARI Marketing and Communications was formed with a focus on Small, Medium and Micro Enterprises in their pursuit of entrepreneurial success. Its main priority is ensuring that its clients have the most competitive advantage and exposure in the array of industries that they specialize in to ensure the greatest return on investment while building lasting impressions and relations with their consumers. AMARI aims to be the back bone that encourages the great efforts that are made to create innovative products and services.