How Influencer Marketing Helps Brands in Their Growth?
The 2017 State of Influencer Marketing study reveals that 94% of marketing professionals said that influencer marketing is an effective campaign strategy. However, 78% of marketers state that determining the ROI of influencer marketing is a top challenge. The articles cover what’s influencer marketing, how to find right influencers and how influencer marketing helps brands in their branding strategy,
How Influencer Marketing Helps Brands?
What is Influencer Marketing?
Influencer marketing is leveraging the power of online influencers to shift their behavior towards a brand. In fact, it is more than just looking for people with a lot of social media following. Gerardo Dada of SolarWinds shares that an influencer must have the reach, contextual credibility, and salesmanship. Internet users with a great combination of these factors have a high influence potential.
So how can influencer marketing boost your SEO strategy? Read our five actionable tips below.
In order to choose the right influencer, you need to monitor your audience closely. Assuming you already know who your customer persona is, the next best thing is identifying who your customer persona likes, reads, re-tweets, or follows. A perfect influencer is someone who:
How to Find the Right Influencer?
Having established what characteristics a good influencer should possess, the quest may begin. It may sound absurd, but micro-influencers are a better option than macro-influencers. The latter being those whose followers exceed the number of 10,000.
Surprisingly enough, statistics have shown that audience engagement is at its highest with influencers with around 1,000 followers. This trend is inversely proportional, since the number of likes, shares, and comments seems to dwindle with the increase of followers.
This makes micro-influencers ideal for small businesses and you can easily measure the campaign engagement.
So, who are those people?
Ideally, that should be someone who already knows about you and values your work. Some of these people already earn money online by doing exactly that. This will save you the effort of convincing them to put in a good word for you.
If that is not the case, start by monitoring the taste of your own followers or your customer base. Once you identify those potential influencers, you need to make a step toward getting them to advertise you.
How to Approach an Influencer?
Go slowly. Ideally, you should build a relationship with your potential influencer before coming forth with a proposition. This is done through enthusiastic interaction with their account, whether it is by commenting, liking, or sharing their content.
Influencers who are very keen on keeping the communication active on their own account are more likely to notice your presence and engage in a conversation. It is easier to approach them than those who are reluctant to interact with the content or are altogether inactive on their account.
Authenticity is something they strive for. Therefore, your approach should be authentic, too. Offer them something they will truly like and will be able to advocate for.
1. Writing a good outreach email
Email might be just the right tool for establishing an authentic communication. It is personal and direct. Your first outreach email should possess several qualities:
2. Connecting through marketplaces and platforms
There is a difference between a marketplace and a marketing platform. While platforms allow you to perform a search on your own terms, a marketplace is more of an industry-specialized agency which serves as an intermediary between you and influencers.
Speed and efficiency make marketplaces rather handy. On the other hand, marketing platforms allow you to post campaigns and come up with the best solutions for interesting content. They are ideal for those businesses that have no clear idea of how to target the right influencers.
The bottom line is that influencers work wonders for small businesses. They are valuable ambassadors of your brand and their number is evolving rapidly. It is high time you found the ones who fit your vision best.
In addition, it is important to take your audience or customers into account. Many businesses fail to recognize that there should be an overlap between their target market and an influencer’s audience.
3. Via Influencer Outreach Platforms:
Influencer outreach platforms uncover information which helps target the influencers according to their location, engagement, reach, and site metrics. Depending on your chosen strategy, free time, and goals, either one is possibly perfect to assist you in finding a good influencer fit.
The good place to look for influencers is on blogs and social networks relevant to your niche. There are social media monitoring tools that can help you look for influencers who are talking about your brand and products. You may also want to monitor who is talking about your competitors.
It is ideal to connect to these influencers as they are already creating an engagement and user-generated content for your brand. Moreover, you can leverage social listening tools to respond to customer comments when needed.
Another way you can look for relevant influencers is through hashtags such as #sponsored or #ad. When you happen to see a post you like, take the time to scan the user’s profile.
If you like the user’s profile based on his or her reach, credibility, and salesmanship, check out if he or she is within your niche. As soon as you deem that a user is influential enough and fits the bill, add him or her on your list of potential influencer to reach out.
Other tools you can use are Google Alerts, blogging outreach platforms, and influencer marketing platforms.
How Influencer Marketing Helps Brands?
Other than getting your message across a wider but relevant audience, influencer marketing also has a positive impact on your SEO efforts.
For one, influencer marketing can help in building a diverse and strong link profile for your website. According to a Moz study, the quality of links and the domain authority of its source are among the top search engine factors.
In addition, your influencers are a great source of unique and engaging content. This can be as simple as creating a post that features your influencers’ opinions. And then encouraging them to promote the content to their followers. Since influencers have a large following and significant reach, it improves the visibility of your brand and content.
Below are tips on how you can leverage influencer marketing to up your SEO game.
1. Improve brand awareness
Statistics show that 80% of marketers use blog posts as a form of content marketing. But despite producing a lot of original content, the lack of engagement can still have an adverse effect on your search ranking.
This is where influencer marketing can help.
In fact, 60% of millennials trust buyer advice from vloggers on Youtube than that of celebrities. Their recommendations are their audience’s source of brand trust. Thus, branded content shared by social media influencers will drive engagement about your products.
Keep in mind that search engines pick up audience engagement (or the lack thereof) on a content. And huge engagement is enough to signal social networks and the search engines to prioritize your content over others.
Wouldn’t that be an awesome way to improve your SEO efforts?
2. Generate Quality Backlinks
Despite the changes in Google’s algorithm, backlinks still remain one of the critical components of an effective SEO strategy. It will help determine your website’s ranking, depending on the quality of your website’s link profile.
Thus, it is important that you drive natural links to your site. This is possible with the help of influencer marketing. Influencers can share your links in an organic and content-rich way. After all, they frequently talk about your brand and your products. Plus, they help spread the word about you.
As Shane Barker puts it, “When an influencer shares content containing your link, expect their network to further share the content. You earn a new backlink with each share, thereby improving the diversity of your link profile.”
3. Increase social signals
As mentioned earlier, influencers help spread the word about your brand and your products online. This results in an increase in social signals.
Jayson DeMers define social signals as “human interaction metrics on social platforms.” These are likes, shares, comment, re-tweets, repins, and other reactions that your content gets on social media.
Why are social signals important for your search rankings?
That’s because studies show a strong correlation between a brand’s social activity and its search ranking. This is despite the fact that Google is firm on saying that they are not using social signals as a ranking factor.
For one, increased social signals brought by influencer marketing improves a content’s online visibility. This results in more citations and increased inbound links. And, did we mention that inbound links are a strong ranking factor?
4. Create Additional Content Opportunities
Content is an essential part of digital marketing. The amount of unique content you put out can impact your search rankings. However, producing content is not an easy feat‒especially when you are running out ideas.
Good thing, influencer marketing can help add fresh ideas to your content marketing efforts. This can be in the form of a guest post, product reviews, or social media takeover. A great example of a social media take over is Sony Alpha. They invited photographers who are also on IG to take a photo using a Sony Alpha camera.
Aside from sharing beautiful images on Sony Alpha’s official Instagram account, the posts also served as product reviews for potential buyers. In addition, you can leverage the engagement that your influencers bring to your brand. Check out the common questions they ask influencers about your brand. Do they have some insights about your products?
The great thing about this tactic is that you get a glimpse of the words they use online. As a result, you get to refine your keyword research and content ideation process. This is another way how How influencer marketing helps brands in strengthening their growth strategy.
5. Expand Your Reach
As previously mentioned, influencer marketing creates a ripple effect on your brand and your products. When an influencer shares content about your business, expect his or her followers to share it with their network.
However, working with celebrities on social media can be expensive. Thus, there are brands who opt to work with micro-influencers. These are people with a relatively small number of followers (around 10,000) but are popular within a specific niche.
Examples of micro-influencers are Alexandra Lerner who talks about yoga and wellness on Instagram. Another is Marta Pozzan, and beauty and fashion influencer. Reaching out to and working with micro-influencers is a sound marketing investment. That’s because they have already built an audience that is relevant to your brand.
What’s cool about micro-influencers is that they get to build their audience by sharing genuine stories. So when they share your story, their followers will definitely listen. This is also the reason they have highly engaged followers despite the small numbers.
If this is not convincing enough, take the time to read this 2016 Twitter study. According to the study, 40% of Twitter users made a purchase “as a direct result of a Tweet from an influencer.”
Simply put, influencers are not just helping spread the word about your brand. They also impact your business’ conversion and revenue.
How Influencer Marketing Helps Brands?
Luckily, influencer marketing is a great way to boost your digital marketing efforts. When you apply the actionable tips we shared above, generating engagement and ROI for your next campaign should be a breeze. The articles cover what’s influencer marketing, how to find right influencers and how influencer marketing helps brands in their branding strategy. You can tell us your views in the comment box.
Latest posts by John Vuong (see all)
- How Influencer Marketing Helps Brands in Their Growth? - December 20, 2019