Win Over Audiences with Effective Finance Content Marketing
Learn how to define, collect and use zero-party data, first-party data, second-party data, and third-party data in your marketing strategy.
It’s hard to overestimate the power of a strong influencer endorsement. Trusted creators are powerhouses for building brand equity in a non-invasive way.
They make word of mouth marketing scalable and efficient, when done well. However, many brands fail to reap the full benefits creators can offer.
But with the right building blocks,you can overcome these challenges. Here are our top five influencer marketing tips we apply to maximize our clients’ investments at Coegi.
First, define the business objective. What are you hoping to achieve with influencer marketing? Do you want to generate mass reach? Build market share within a specific niche? Or, are conversions, sales or leads the desired outcome?
After defining the goals, you can determine the mix of creators necessary to achieve those objectives:
Remember – bigger following does not always equal better results. Higher follower counts and millions of impressions comes a higher price tag and a less precise audience. Timing is another consideration, as larger-scale creators often have longer lead times due to heavier editorial calendars.
Learn more on how to choose the best influencers for your brand from one of Coegi’s account supervisors and influencer marketing connoisseur, Natalie Carson:
Selecting the right size of creator for your goals and budget is important. But, finding the perfect creator match goes beyond surface-level numbers.
Finding creators that already fit your general brand standards will make the partnership process more streamlined and the content creation more genuine.
But the real magic happens when a creator becomes an ambassador who truly knows and advocates for your brand over months or even years. You can nurture these relationships through evergreen discount codes and affiliate links, which will incentivize the creator while helping you track actions taken by their followers.
Users are becoming more perceptive to blatant advertising and ingenuine messaging. Take stock of how strong the creator’s rapport is with their followers. Do they truly influence their audience? This is especially important when attempting to reach Gen-Z consumers, who are hyper aware of sponsored content.
Smaller creators tend to drive higher conversion rates due to having greater trust and engagement with their followers. Regardless of size, creators that organically align with your brand and are true advocates (ie. they actually use your product!) will be much more likely to influence purchase decisions.
Lastly, be sure to thoroughly vet creators and avoid those with significant amounts of bot traffic or paid-for followers. These can inflate engagement and follower numbers but are useless for building your brand.
Influencer should be woven into a holistic marketing strategy, not treated as a separate tactic or handled by a random third-party. Consolidating your paid media and influencer marketing within one digital media agency offers three core benefits:
Sharing cross-channel learnings and insights will make the overall media ecosystem stronger and allow for a more holistic, data-driven approach.
Good creators are storytellers and social media experts. They have their thumb on the pulse of social media trends. They understand the algorithms. And they know how to communicate with their audiences.
90% of consumers view micro influencers as credible, believable & knowledgeable.
Empower these partners to have an authentic voice when speaking on behalf of your brand – not a scripted actor. We’ve all sat through cringeworthy scripted ad reads on YouTube and raised eyebrows at ill-fitting product endorsements on Instagram or TikTok. And I’m betting you didn’t end up using those particular affiliate codes.
You will see stronger results if you allow creators to communicate with their followers in a way that comes naturally. Simply let them create content, not ads. You can’t build brand authenticity without allowing your creators to be authentic with their audiences.
View our Practitioner’s Guide to Influencer Marketing for more tips plus a step-by-step process on how to launch an effective influencer marketing strategy.