Firebelly CEO Duncan Alney recently had the pleasure of sitting down with Erin Sparks and Tom Brodbeck from Site Strategics during their weekly digital marketing Edge of the Web podcast to discuss social media marketing trends, influencer marketing in 2018 and Duncan’s favorite drink (a sidecar).
Influencer Marketing In 2018
Below you’ll find a sampling of the tidbits shared about what brands should understand about influencer marketing in 2018.
1. What Is Influencer Marketing?
Anyone and everyone can be an influencer. Influencer marketing can be done online or offline, but as it applies to digital marketing we refer to the online programs.
A good influencer is someone who has credibility, is highly trusted by their audience and can influence an action (go to a website, share their article, rsvp for an event online).
Any firm or organization can be associated with influencers, including non-profit to small local business.
Influencer marketing in 2018 is scalable to the brand’s needs—you don’t need a Jenner in your arsenal to successfully use influencer marketing.
RELATED POST: 5 Questions To Ask Yourself Before Working With An Influencer
2. How Does Influencer Marketing Work?
Identification is the most complex part of influencer marketing. You need to find the right people that work with your brand and goals for the program to be successful.
Once you identify the influencers, you need to pitch them carefully—research these people to understand what they like and are interested in.
Sophisticated systems like GroupHigh are helpful in identification, communication and analytics.
Test out your influencers, find the relationships that work best. A good rule of thumb is to focus on 20 influencers. Although, you may find less works better for your brand.
Building and maintaining relationships with influencers is like any other relationship, it takes time and energy.
So be good to your influencers and they will be good to you.
RELATED POST: Influencer Marketing Tips: 3 Ways To Accelerate Your Program
3. What Type Of Content Works Best For Influencer Marketing?
The best content is best determined by the platform you are using. In general, video performs very well. Not to mention it is inexpensive to promote currently, so be sure to plan to put money behind any videos influencers post.
Provide example content for your influencers, it helps to keep them on brand. However, they still will post in their voice, so be sure to follow up on the content they post for you.
You want to make sure it is honest to your brand and they are not posting anything that will leave a bad taste in their audience’s mouth.
Get more insight into influencer marketing and other trends in social media marketing by listening to the full Edge of the Web podcast here!
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