Doing Influential Marketing Right
Perhaps the easiest way to start working with an influencer is to give them money to endorse your products or services. Many advertisers have used popular individuals in their campaigns for a long time. In the world of marketing, marketers are simply using their familiarity and credibility to sell. Although this kind of tactic might work, it isn’t what we can call as influencer outreach but as a celebrity endorsement.
Another approach that you can do with influencers is by borrowing their reach. Most marketers in the advertising industry do this today. They search for people who have a huge following on social media and pay them to advertise. This approach doesn’t maximise the opportunities for influencer marketing and is actually just sponsored advertising.
The best approach that you can do with influencer marketing is to simply not include financial compensation. Rather, it would require the understanding that these influencers love being recognised, have access to firsthand data and be the first to know in their areas – all of these are important in strengthening their influence.
Influencer marketing should be focused on creating sincere and personal relationships with these influencers and sharing important, unique and exclusive information with them. The good thing about these influencers is that they are curious, so marketers with a useful and interesting product should have no problem knowing what would be of value to these individuals.