a guide to influencer marketing - social control · why influencer marketing works influencers have...

A GUIDE TO INFLUENCER MARKETING

MAY, 2017

WHAT IS INFLUENCER MARKETING?2

INFLUENCER MARKETING FOCUSES ON KEY INDIVIDUALS (OR TYPES OF INDIVIDUALS) RATHER THAN THE TARGET MARKET AS A WHOLE. IT IDENTIFIES THE INDIVIDUALS WHO HAVE INFLUENCE OVER POTENTIAL

BUYERS, AND ORIENTS MARKETING ACTIVITIES AROUND THOSE INFLUENCERS.

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INFLUENCERS CAN BE… IT’S IMPORTANT TO KNOW THAT INFLUENCERS…

• Celebrities• Athletes• Musicians• YouTube Stars• Bloggers• Critics• Chefs• National & Cultural Figures

• Will not reach every one of a brand’s target demographic

• Know their audiences better than you do• Are not just spokespeople for your brand• Should represent your brand in ways that

are authentic to them• Are trusted more than brands based on

their recommendations

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WHY INFLUENCER MARKETING WORKSInfluencers have built-in, niche audiences. These audiences more often than not trust the opinions and recommendations of the influencers. Likewise, these influencers will naturally appeal to like-audiences who are not yet fans of your brand.

A brand message from an influencer will come across as more authentic and engaging to a target audience, especially if that audience lives in the digital world.

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ALL EGGS IN ONE BASKET

SPAGHETTI ON THE WALL

2 STANDARD APPROACHES

Many brands spend huge budgets on celebrity endorsements.

ADVANTAGE: Popular celebrities can reach a wider swath of potential consumers.

DISADVANTAGE: Less content, more restrictions and a perceived inauthenticity in the recommendation of the brand to target audiences.

Sponsored influencer networks ensure campaigns are seen in several different places online.

ADVANTAGE: Many people with a lot of content to reach different audiences.

DISADVANTAGE: Less control over assets or messaging, questionable level of influence and disclosure laws are making the content feel less authentic.

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WHAT IS THE RIGHT APPROACH?

STEP 1LEARN YOUR TARGET AUDIENCE

Begin every campaign with comprehensive research. Learn everything there is to know about the people who make up your target demographic: their buying habits, their lifestyle habits, their social media habits and the kinds of recommendations they trust. Most importantly, identify the brand messaging that is going to resonate with that segment, resulting in real ROI for your brand.

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STEP 2SOURCE INFLUENCERS

Don’t just throw out big names or sloppily put a call out to unknown influencers. Scour the web to find influencers who are already fans of your brand, have established reputations on point with your brand’s messaging and have built-in audiences who look just like your target demographic. Then partner with them to make episodic or promotional content that will go the extra mile to make your brand’s voice heard.

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STEP 3LET THEM DO WHAT THEY DO BEST.

It should be your priority that brand messages from influencers come off as authentic as possible to the consumer. This means allowing influencers’ personalities and creative styles to shine. When giving influencers high-level guidelines regarding goals and brand messaging, you can then let them have creative freedom to develop assets that will engage their built-in audiences and attract new ones to your brand offerings.

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THANK YOUSocial Control is a full service social media marketing agency located in Los Angeles, California.

Visit us at www.socialcontrol.com