Huge Marketing strategies, Digital presence, Social Media Activity, Search Engine Optimisation… and enough time and money to make all that possible! Depending of the industry and competitors, branding and advertising can be a really expensive and long process that you can complement with influencers help.
Sometimes it is funny how just a few words of an “influencer” on his/her Twitter or Instagram account can mean the same results for you regarding to your audience that a whole month, or even more time, marketing plan!
Influencers are definitely massive communication channels that enjoy an important authority over a specific community. Sometimes, depending of the product or trade, can be someone just massively famous, or sometimes, not really, but someone specially respected within an industry.
In the same way your efforts can guide you to reach great results, and overnight, because of upsetting someone powerful on Social Media, maybe they get instantly destroyed because of how global audience respect that individual’s opinion…
The process of influencer marketing depends on the complexity of the content plan and the profile of the influencer. Influencers with a few thousand followers scattered across their channels may not have management yet but you’ll need a few of them to get cut-through for your campaign message or product launch. Getting in touch with them direct can be as straightforward as a Twitter DM.
Influencers whose subscriber tickers start reaching the hundreds of thousands/millions have a few more gatekeepers to deal with. In the last five years whole agencies have sprung up (see Gleam Futures, OPI Talent, dedicated to the management of these individuals and their business opportunities, and they require a slice of the budget pie for their time and expertise as well.
The pitfall for most brands looking to utilise influencer marketing is selection. Pick the wrong influencer and it’s about as helpful as shouting into the proverbial abyss. Some questions to ask before you draw up the contract:
· Which audience are you targeting?
· What channels are they using
· What type of content do they search for?
·Who do they follow?
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.