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INFLUENCERS OR THE BEST WAY TO PROMOTE ONE’S PRODUCTS OR SERVICES AND RAISE BRAND AWARENESS IN OUR TODAY’S WORLD

Nowadays, in addition to getting their own business website, people are increasingly promoting their products or services on various social media platforms such as Facebook, Instagram, Tiktok and so forth. Over a few years, people spend their time navigating on social media. As such, promoting one’s business on such platforms will doubtlessly increase the likelihood of acquiring new customers and/or targeting new audiences. As of today, no matter where people are located in the world, they can run into your business which might arise awareness, develop interest, generate a desire that may be followed by a concrete action to purchase one of your products. In addition to the ever-evolving rise of a countless number of platforms, the role and work of influencers in our today’s world have considerably shifted the means by which brands can acquire and reach a huge number of impressions, clicks, conversions and so forth. Thus, many people are developing their brands through the help of influencers which can be described as individuals having a strong influence over an audience. Yet, all influencers won’t be able to fit your needs and expectations. There are some strategies to take into consideration in order to ensure to partner with the most appropriate influencer able to meet your goals. If you are thinking about working with an influencer, then you are at the right place. In today’s post, I am going to provide you with strategies that will help you make the right decision.

Strategy to consider prior to taking an action

The very first step you want to take is to effectively and efficiently outline your goal. Indeed, you can’t work with an influencer without accurately establishing your goal because without goal, you can’t determine your objectives. Thus, let’s start by answering this question. Is your goal to increase your brand awareness, your brand loyalty, your impressions, your clicks or is it to maximize your sales?I would even refer to the acronym SMART which stands for smart, measurable, attainable, realistic and timely. Think of this acronym if this can help you define your overall goal. For instance, if your goal is to increase brand awareness, this is specific because this is your overall goal. In addition, this is measurable because if you parner with an influencer, you will be able to determine if the actions put into place have an impact on the audience trying to be reached. This is attainable because actions will be chosen accordingly in order to reach that particular goal. This is timely because you can decide, especially on social media, for how long you will partner with an influencer that will help you increase awareness. Finally, this is realistic because even if you don’t reach your overall goal, you will automatically reach part of it. As of now, you may wonder: how can I select the right influencer that will most likely match my expectations? ?

Common Type of influencer

The next step is to determine which type of influencer will best fit your brand’s needs. No matter which type of influencer you pick, keep in mind that he/she must be relevant to your industry while sharing the same kind of audience as you. Indeed, if you both somehow share the same audience, the likelihood of increasing your reach and promoting your brand awareness will be much higher. Influencers typically fall into 3 categories but I will go over the mostly used by people aiming at developing their own brand. This type of influencer is referred to as micro influencer. Those influencers generally have a number of followers ranging from a few thousands to hundreds thousands. Although they acquire a lower reach, they have a higher engagement rate. As an illustration, when it comes to my sunglasses brand Clemence&Margaux, I partner with influencers ranging from 10000 to 400000 followers due to the higher engagement rate that will help me achieve my goal which is to increase brand awareness.

Examples of partnerships

Once you picked an influencer to work with, time has come to select the type of partnership that will best satisfy your needs.

Gifting

Gifting is the process of giving free products or services in exchange for a review or mention. For instance, I often partner with influencers this way. I reach out to them to see if they are interested and I send them some free sunglasses so that they can create a post wearing them while tagging me. Again, those types of influencers don’t have a lot of influencers but their engagement rate is generally very high and usually ranging from 30 to 40 percent.

Social media mentions

Social media mentions require to pay a particular influencer so that they mention your brand. Prior doing this, this is critical to ensure that this influencer has a very high engagement rate and that many people comment on their posts. The higher the engagement rate of that influencer, the greater the chances to increase your brand awareness which may turn into brand loyalty later on. Additionally, keep in mind that this is paramount that your brand’s style and tone aligns with the one of the influencer you decided to work with. If the tone of your brands are quite similar, then the audience of your influencer will most likely be interested in your content.

Contest and giveaways

Not surprisingly, nowadays, we can notice that there are more and more giveaways occurring especially on social media platforms such as Instagram. Indeed, people partner with influencers so that they give away some of your products for free in exchange of a remuneration. By doing so, this automatically generate views, increase likes and drive brand awareness. For instance, I partnered many times with influencers to promote my sunglasses. I always prioritized giveaways because people participating have to follow my page to be able to play. Since they follow me, even if they don’t develop an interest, they are at least aware of the products I offer. At the end of the giveaway, the influencer sent a pair of sunglasses to the winner.

Co creation

Co creation is the process of partnering with an influencer and create content from both of your brands on both of your websites. This is a great deal because this will increase your brand awareness and may drive customers engagement while driving website traffic and customer engagement of the influencer you partnered with as well. Yet, this is critical to determine the campaign expectations from both sides in order to achieve the desired outcomes

As you can see, in our today’s world, there are many ways to promote your brand when it comes to partnering with influencers. You just have to be crystal clear about the message you wish to communicate and above all, you never have to lose track of what your end goal is. Remember, the most important is to select the influencer that will best fit your brand’s style and match both your expectations and desired outcomes. For more information, feel free to follow my Instagram pages @clemroney and @clemencemargaux. I will be pleased to follow you in return.

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