Welcome to the world of Influencer Marketing — a form of marketing born from social media
In the simplest terms, an
Using influencer marketing can often double as a great awareness strategy when it comes to the following industries: fashion, fitness, health/wellness, and beauty. At JB Social, when a brand approaches us about influencer marketing, we review the brand’s industry, budget, and overall goals, alongside associated consumer behavior trends. Consider adding influencer marketing to your strategy list if you’re ready to:
- Increase brand awareness
- Drive a subscription service
- Boost sign-ups to a newsletter or blog
- Promote e-commerce
Notice a trend with the above list? The consumer can do everything online. You can certainly still find success in promoting brick and mortar locations via influencer marketing. But, you’ll want to make sure the influencer has a good understanding of his or her audience. If the audience isn’t local too, then your marketing efforts may fall flat.
Influencer marketing is called “marketing” (and not influencer sales) for a reason. It’s just that — a marketing strategy. Don’t expect to see a direct lift in sales right away, although that certainly can be the case in some campaigns. Marketing at its core is a means to increase awareness and fill the consumer journey funnel. In order for someone to purchase your product or service, they first need to understand it and come to see it as a solution. We have found booking an influencer for multiple activations to be particularly effective in driving sales (for example, a new post or story every few weeks over the course of 3 months). Regardless of frequency, your influencer marketing campaign success should be measured based on impressions, clicks, and swipes. From there, your product or service website needs to do the heavy lifting. *NOTE: This means we recommend waiting to spend on influencer marketing until your brand has a user-friendly website and e-mail marketing capture in place.
This is a loaded question and, of course, the answer varies based on the size of the influencer account. Influencer marketing is a nearly $8 billion industry, and influencers (depending on size) can expect anywhere from $500-$50,000 per post. Have a limited budget? Consider engaging micro-influencers — social media personalities who generally have a smaller following (1-50k).