¿Cómo puede el marketing de influencers ayudar a tu negocio a crecer?

Influencer marketing can be a boon for brands, however, it needs to be strategised accordingly. Before investing, it is important to do in-depth marketing research to know the demographics of the target audience.

Don’t forget to look internally for influencers! Having an influencer strategy that includes the leadership team all the way to front line employees can help build your brand. Be sure to align your strategy with your business goals as there can be other benefits outside of marketing. For example, an employee brand ambassador program can help attract and retain talent.

A valuable approach I've discovered for effectively identifying the ideal influencers is by strategically conducting surveys among your customer base prior to launching any influencer marketing campaign. This proactive step not only enables you to pinpoint the most suitable influencers but also yields insights into your customers' preferences, behaviors, and lifestyles, thereby enhancing your overall marketing strategy. In the survey, ask questions like which social media platforms they use, who their favorite influencers are, what topics they're interested in, and what type of content they like. This information gives you a clear understanding of your customers' likes and how to find relevant influencers who match their interests.

I believe it is key to find an influencer that shares the same (or a similar) value and mission with the brand. If you want to activate a campaign with an influencer, it is key for this to feel like a natural or organic integration. The follower base can get the "this doesn´t feel right" as soon as the content creator promotes something completely off the regular content. Hurting both the company and the influencer. On the other hand, if manage to get create a connection that resonates both with the creator and brand, it will most likely be well received by the audience, gaining interest in the product/company. It is crucial to know who you are, and what are you looking for.

If you want to work with a particular influencer is because you are familiar with their content. Sometimes as a business/company, we want the influencers to adapt to our mindset/style but this will most likely not work. My advice is to let them cook. They built their following base on their style and it is that style that caught your attention. Sure, explain your goals, what you want to achieve, how you want to make it, the "musts" and the things the should avoid. Once all the information is provided, their creative mind will get work. Find the right balance and communication, guide them to the desired result, and enjoy the campaign!

Influencer marketing is just a catalyst with face value to a good script. If you are still making stock videos and wondering why you not getting engagement because people want to see other people whom they trust.