In addition to reflecting personal user identity, social media platforms have also become a part of corporate identities by turning into marketing platforms for business accounts and corporate users. The use of social media platforms, one of the most powerful arenas of digital marketing. They have created and integrated its own internal dynamics and marketing concepts into our lives. The concept of “influencer”, which is one of these concepts, has taken its place in digital marketing by giving birth to its own “influencer marketing” management model. In this content, we will answer questions such as what is an influencer and how to use influencer marketing. So that you can reach the right strategy in the digital market with hundreds of different influencers.
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WHAT IS INFLUENCER?
Influencer is the person or people who promote the product or service of the company. They have an advertising agreement through digital channels such as Youtube, Facebook, Instagram and social media. They share their own experiences with their followers, carry out promotional and marketing activities. And have the power to direct and influence.
Who Is Called Influencer?
Influencer, who explains himself literally, is a marketing face that is “influential”. They can create a behavioral effect among his followers, and whose opinions and suggestions are valuable. What makes an influencer impressive with thousands or millions of followers is that he considered by his followers to have a vast knowledge. It can consider an “expert” on a particular subject. In order for a successful influencer, who can promote a product or brand on the marketing side, to trigger the purchase action. It must be able to present accurate and reliable information about the product and service and receive real organic interactions with this information.
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Are Influencer and Phenomenon the Same Thing?
The most important feature that positions an influencer in marketing management by separating it from the concept of social media phenomenon is the expert opinion of the influencer in a certain field. Even if every social media phenomenon has a certain interaction power. This does not mean that every phenomenon is an influencer. Not every comedian social media phenomenon can create a marketing effect on a product from every sector in a way that creates professional purchasing behavior interaction.
WHAT IS INFLUENCER MARKETING?
It is ‘influencer marketing’ that people who have high number of followers and are known as influencers on social media platforms such as Youtube, Instagram, Facebook, Periscope, Twitter, TikTok. They promote the products or services of different brands through the content published. And share their experiences with these products and services and direct people to this brand. is called.
In an other saying; It is a marketing model that takes place in the form of people who have the power of interaction in the digital environment to promote, evaluate and recommend your brand to their followers. In recent years, with the increase in the use of social media and the spread of fast consumption habits around the world. The use of the natural influencer marketing model has gained momentum.
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It is not a new method to choose a famous face or brand that appeals to the target audience of the brand in advertisements broadcast on television screens or billboards. However, influencer marketing has taken this advertising model one step further. And opened the door to the “natural” advertising effect and “organic” interaction.
Influencers make a difference as advertising faces that evaluate products and services as a real user. And aim to increase purchasing behavior by bringing real user comments and buyers together. Beyond just being a party to the campaign with ad texts at the time of ad shooting.
WHY IS INFLUENCER MARKETING USEFUL?
Natural and Real User Evaluation
This “real” and “natural” marketing difference created by influencers in marketing has made them a more preferred. And more effective marketing tool against traditional advertising practices. Because today’s potential customers make an in-depth user evaluation analysis before all purchases. Even if they directed to purchase with traditional advertisements. At this point, influencer marketing, which is an impressive marketing technique, creates benefits by highlighting the brand interaction with real and natural usage details.
The Advantage of Being Where the Target Audience Looks
Another benefit of influencer marketing that you can use to increase your brand awareness, attract more potential customers and increase your income from digital marketing is its proximity to the target audience. Working with the right influencer means interacting directly with the target audience. Thanks to influencers who create a real marketplace for your products and services on your behalf. It is possible to introduce your target audience to your target audience who is directly interesting in you and needs information about your products and services.
Ease of Strategy Analysis and Flexibility
Influencer marketing not only increases brand reliability and prestige, but also allows you to get analytical and fast-evaluated results from the marketing strategy you create. Your marketing budget and results from your marketing strategy do not allow to limite to quantitative data measured by sales volume only. It allows you to directly access the results of market analysis. Including the qualitative evaluations of your potential customers about your product and service. In addition to providing immediate and lively contribution to your product and service improvements. It offers the advantage of flexibility in budget management thanks to its openness to changes in its own internal dynamics.
HOW TO GET STARTED WITH INFLUENCER MARKETING SERVICE?
Considering all these benefits, you have decided to include an influencer item in your digital marketing budget. So, what are the important steps you need to follow during the strategy creation phase in order to get effective results from your influencer marketing strategy? A correct strategy setup generally consists of 5 stages. Recognizing the target audience, determining the target, choosing the right influencer, communicating with the influencer and creating a content plan.
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Know Your Target Audience
When getting to know your audience, you need to learn where they live, what their interests are. And how they interact with social media. Once you know your target audience, you can set your brand goals.
Set Your Conversion Goal
At this point, you need to determine the goals you want to achieve, respectively. Well; Is your goal for your target audience to visit your website, buy your product or service, or increase your brand awareness? First of all, you should decide on this and then take steps towards your goal.
Predicting the returns to be obtained from the influencer marketing application requires a certain expertise. For this, first of all, you need to reach the statistics in the market about the benefit of the product or service you offer. In line with the analyzes you have made, you determine the works that you expect to receive the most feedback. And that have the highest potential to generate profit, and you set your strategy accordingly.
After determining your strategies, in order to carry out your marketing activities with the most suitable influencer, you need to contact the influencers you have determined. And collect information such as where they interact with the target audience. What type of content they offer, what feedback they receive.
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Choosing the Right Influencer
Choosing the right influencer for your brand is the most important step in a successful influencer marketing strategy. The influencer you will invest in must add value to your brand’s product or service with some actions. E.g;
- Must be able to create content such as original blog post, viral video about your brand,
- Make accurate and effective shares about your brand on social media channels where your target audience is,
- Carrying out interactive activities such as asking questions and making references to you on social media,
- It should re-serve your content to users by methods such as liking, retweeting and reposting a post belonging to your brand.
You also need to evaluate whether the influencer fits the criteria you are looking for. E.g;
- Areas of interest
- Uniqueness
- Visibility
- Features such as being an active person are the features that should be evaluated.
It is an important criterion that the number of followers is real and organic, making sure that they are knowledgeable about the subject, as well as demanding a service fee that fits your budget. It is recommended that the percentage of your budget for the influencer is 20% of the conventional model.
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Correct Communication with Influencer
In order to ensure a reliable communication, you need to be in contact with the influencer naturally and regularly or take advantage of influencer recommendations on influencer marketing platforms. You have found an influencer and you want to work with it. However, your competitors will also want to work with the same influencer. State your goals and expectations accurately, clearly, and politely. You shouldn’t think of the influencer like any billboard that you pay for and put up a banner. Remember, this time the billboard has its own ideas and free will. In addition to the positive reputation it will create for your brand, it will be in your hands to create a negative reputation. Of course, stay away from opportunists who want to use this against you. Remember, the market is a system that eliminates both good buyers and good sellers.
Creating a Content Plan
When creating a content plan, you need to organize the days on which your content will be published, and coordinate your upgraded posts and paid ads to get high efficiency from your campaigns. Create a detailed and clear workflow calendar with your influencer, who has now become your business partner. Having a certain calendar, including plans B, for all possible disruptions in the future will position you in a safe place against momentary disruptions.
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INFLUENCER MARKETING IS IMPORTANT
Since influencer marketing is a successful content marketing method, it has been accepted by the internet world and all marketers. However, since the world of influencer marketing has variable dynamics, you can only get good feedback on the product or service your brand offers. So you can catch the right dynamics.
You can reach your goals in a short time by working with the right influencers on the right platform. Over time, of course, the platform where your target audience is, the content you need to publish and the influencers you need to work with may change. But no matter what you; To reach your goal, you must stay active on social media platforms. And make sure you have the right look where your target audience is concentrated.
You can direct us any questions you may have about influencer marketing, you can contact us for your target audience analysis. Selection of the right influencer according to your sector and budget targeting, and influencer marketing consultancy.
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