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Social Media Marketing - Marketing the Influencer
How many followers do you have?
You didn’t have trouble answering that question. But, is that enough information to continue growing your audience?
Influencer marketing isn’t about growing your list of followers, although, having a million + followers can lure in sponsors.
Influencer marketing doesn’t focus on your number of clicks per 100 000 followers.
Influencer marketing is about increasing the number of people who follow you, and like, but also purchase from sponsors.
How can you do this? Data. Who clicks? Who doesn’t?
There is more to this tactic than most micro-influencers think. Unfortunately, if you approach this the wrong way, then you are wasting time, budget, and damaging your brand.
While you may be tempted to download a guide, or use an ap, no one in the marketing world gives anything away for free. Sorry, but you measure success by followers. The marketing world measures success by our revenue.
That doesn’t mean that we are not going to give you stuff for free to ‘hook’ you. It does mean that you are not going to learn the tactics used by top influencers, the ones that generate the top money.
Which Marketing Company to Hire?
This isn’t an easy question to answer. Of course, we want to find someone we are emotionally attracted to, but that can backfire.
Which Marketing Company to Hire?
This isn’t an easy question to answer. Of course, we want to find someone we are emotionally attracted to, but that can backfire.
Some micro-influencers only have one shot. What do you do? Where do you invest your time?
The first thing you need to realize is that ‘make it and they will come’ doesn’t apply to the entertainment industry.
Audiences are fickle. My first piece of advice is to ‘do you’. My second piece of advice is to remember that you get out of a venture what you invest – nothing else.
Write down how much time, money, and talent you want to invest.
Fact #1: Target Demographic
You are not marketing to yourself. You need to hire someone who markets to people who follow, like, comment, and buy. Who are they? In truth, you may not be attracted to that ‘target demographic.’
You need to keep focused on the end game. Maybe the target demographic who will meet your goals are ladies over 50 who prefer to follow tic toc instead of watch television. Or, maybe it is 14 year old boys. It doesn’t matter.
If you are more focused on your own personal wants, then you won’t have any energy left over to focus on your needs.
Fact #2: Data
It is possible to track data. It is possible to find out:
- who visits your site,
- what device they used,
- what time they watched,
- how long did they watch,
- did they return,
- where did they come from.
Knowledge is power. Once you know who your target demographic is then your marketer can create funnels to take you to where your customers are.
Fact #3 Test Your Marketing Company
Influencer marketing is not ‘one size fits all.’ Maybe one marketing company has great success with one type of marketer. Remember, these are marketers. They may have given a couple of those big names free marketing in exchange for the right to say they are a client. Don’t be ‘sold’ by a marketing company.
How can you know who is a real influencer marketing company?
First, if they are true influencer marketers then they are marketing their own website. You don’t want to hire an influencer marketing firm who uses Pay Per Click.
You also don’t want to hire an influence marketer whose website loads in more than three seconds! It’s easy to find sites like gtmetrix which text a website’s speed.
If a website loads slow then it won’t load on a cell phone or ipad – the most popular devices that are used to watch videos.
You can also check the website’s Domain Authority (DA) or Page Authority (PA). This will let you discover whether the company has a good marketing program for their own website.
Many corporate marketing companies focus on corporate. Their websites are old brochure style websites, load slow, and are not marketed. That is because they don’t use their website to attract new clients.
An influencer needs to find a marketing company that a) looks like they focus on influencers, b) acts like they cater to influencers, and c) hang out where influencers hang out.