Leveraging influencer marketing

Today, you must have observed a number of brands employ as part of their PR random celebrities, such that sometimes you even wonder what these figures have got to do with the brand’s messages or offers. Even First Bank recently engaged Burna Boy to a stage at Eko Hotel.

But then, these all is pointing at the shifting reality of 21st century marketing.

What now? Today’s market is more becoming competitive, as it’s going beyond the quality of brand products, services or cause. Now it’s more about giving it what it takes to be (totally) visible and relevant: Giving it a face which people, your prospects, can relate with.

Influencer marketing is now becoming the twist among trends businesses now adopt to reach out the more, gain potential customers, get your attention, win public appeal or attain relevance.

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Who is an influencer marketer?

These are individuals who adopt marketing tools or strategies, taking endorsement ideas and placing it into a modern-day content-driven marketing campaign.

In practical, influencer marketers can be slow and steady in their approach, as they engage and add-up loyal/organic followers.

Now, influencers may not be so-called celebrities per-se, but recognized by their large number of followers. More so, can be found in any industry, but content-wise and useful to audience.

Albeit collaborative, they can be very protective. Sometimes, they are not as easy to work with, because they are people with reputation, hence protective of their audience and the people who trust them, having spent time and sweat to build their image and cultivate a large audience.

Ideally, influencer marketing objective isn’t all about advertising or introducing brands to an audience, but to demonstrate authority, credibility, accountability, and thought leadership characteristics.

How much do I budget for influencer marketing

This could be where the issue lies, as you may be tempted to ask why should I commit “such a huge amount” money to someone for doing close to nothing.

In reality, influencer marketing can seem costly, owing to the class and or standard of figures you’re signing up for endorsement, even seemingly costlier than the real figure on the table, to think their impact doesn’t directly look like adding up to you or your business

How do I achieve an effective influencer marketing

Although there’s always a room for improvements; to do something outside the box, do it your own way, differently or more, the following appear somewhat good on our paper

Find and engage a figure in your industry who your targeted audience can easily relate with

By this you tend to easily gain prospects’ trust, seeing familiar figures whose cause relate to your brand, product or services.

Back to Wellman, it’s fairly easy to win the trust of the men folks, when we (men) could learn the product is working for sportsmen whose profession is one of the most physically demanding. By that, an average man may suppose whatever can work to keep a sportsman fitness, should be able to (easily) work for me.

To be specific though, it’s not all about going for the best influencer nor or the most popular relative to your industry -fine if your budget is that big-, but a rising star with reasonable content and committed follower-base could also prove massive for you.

Capitalise on every partnership

Partnership here, isn’t about the business you do with some brands, but taking advantage of the names involved.

Notable instance I can point is what they are doing at Britanic Maritime Limited. Being the sole distributor of Spur (line cutter) and COMNAV, the brand ensures they project something which by and large can see and feel, by capturing some moments with these partners (European manufacturing brands which they are Africa’s sole distributor to). This includes occasional photoshoot session with partners’ key players, staff and products.

To me, this sends a clearer message than what they have on profile and fliers.

Encourage and support a team mate or staff to becoming influencer

Though a hard choice, this could be the biggest you can do for originality sake. That is, a member of your team or staff has to have a voice, and not just chanting about your brand offers, but a content guru who is known for a common cause.

Notable instance I can point here is Peter Kajovo. Being his friend on Facebook, I can say how much I enjoyed his freedom to express himself on social media, despite the link (job contract) people know he has with MTN. I must say Peter’s factor must have somewhat adorned the image of MTN to some of us.

Consult to get the best out of influencer marketing, leverage virtual assistant

You don’t have to do it all. You can make consultation as regards getting the best out of influencer marketing by talking to a business coach, strategist or an expert in modern marketing.

But then, your virtual assistant such as content developer, graphic or web designer and Digital media handler could also rob on people’s perception of your brand.

For instance, people may like to hear that a person like TobiDigital, a former rising star with Google and fast-rising digital creative person whose resource has helped thousands of businesses across the Internet, is the one handling the digital media part of your business. Haha, that’s just by the way.

Now what? This dispensation could be the best time you initiate the part of influencer marketing, intimate an influencer and involve this marketing part for your business promotions.

The reward might not look immediate nor direct, but ultimately, it would be worth it for you/your business.

Blog contributor Kolade Oladugba defined the keyword in this article