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Meet Tzivia Cohen. She started her marketing agency, 14Minds, to give businesses the resources to market themselves. This column will provide useful advice and answers for entrepreneurs to help them navigate the complex process of growing their businesses.
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irst, let’s define what an influencer actually is. An influencer is an individual who has built an attentive audience by publishing authentic content about a specific topic. Influencers can affect the purchase decisions of their audiences, making them an ideal partner to help brands promote their products or services; and this is known as influencer marketing. The bulk of influencer marketing today takes place on social media platforms such as Instagram and Facebook. Here are some important tips on working with influencers.
FIND THE RIGHT INFLUENCERS TO WORK WITH.
It’s important that the collaboration feels authentic and not overly promotional. Choose influencers who regularly engage with your target market and whose personal brand is a natural fit for the product, service, or cause you want to promote. In addition, only work with influencers who have a small sponsored-to-organic content ratio, which means they carefully curate the brands they work with and don’t spam their followers with ads. Once you’ve found someone who seems like the right fit, check the engagement rate on their posts to make sure they have a meaningful relationship with their audience.
TRUST THE INFLUENCER TO CREATE THE CONTENT.
Many businesses assume that influencers are simply a marketing channel for distributing their advertising. Influencers, however, are creators, not distributors! They’ve built a rapport with their followers by creating unique, authentic content. Instead of trying to push your creative view on them, share your specific business goal, so they can help you achieve it within the parameters of their own personal brand.
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