How Smaller Brands Can Make Influencer Marketing Work

Influencer campaigns can be somewhat controversial. If you’re considering aligning your company or brand with an influencer, it’s important to understand what it entails—especially if you have a limited marketing budget. What does the influencer stand for and represent? What is their relationship with their fans and followers? What are the goals of the partnership? What do both parties expect to get out of it?

InsincereBranding.Sucks, so navigate these waters wisely in order to up your cool factor rather than trash it.

What is Influencer Marketing?

Influencer marketing is the marriage between a renowned person who has a strong social following and a product/brand, with the purpose of delivering a message. Sound simple? It’s more complicated than you think. Many brands slip up when trying to find the ideal spokesperson for their campaign. However, the perfect match between influencer and brand can yield great results. Look at the way Loot Crate partners with personalities in the gaming and pop culture industry to promote their subscription service.

Should Smaller Brands Use Influencers?

Influencer marketing can be risky, especially because it’s easy to put on a façade online. Fake influencers can turn a profit and savvy users know that. However, not everything is doom and gloom. The right partnership and strategy can boost your sales and brand recognition and it is often a cheaper and more relatable alternative to traditional paid advertising.

Smaller brands can definitely benefit from influencer marketing. It not only gets results, but has been repeatedly pinpointed as one of 2017’s hottest marketing strategies. Anyone “can” gain from influencer marketing—but how can your up-and-coming brand hop on this potentially profitable bandwagon and ensure success?

What Should You Consider When Looking for Partners?

Getting Your Name Out Isn’t Enough. Your product can be on display for hundreds of thousands of followers, but you can’t make a single sale if your approach doesn’t drive them to act. When choosing the perfect influencer, check out their audience. Are they the right age and demographic for your product? Do they click advertiser links and share associated content? Make sure your influencer of choice has a following that is instrumental, not ornamental.

Don’t Be Spammy. You’ve probably encountered Twitter accounts begging for followers and Instagram posts loaded up with enough hashtags to make your eyes go cross. Not only does this come across as messy and desperate, but the focus becomes quantity over quality. Avoid influencers that use spammy tactics to build a following. In all likelihood, they are doing this to hide a lack of personal substance and amateurish marketing savvy.

Set Realistic Expectations. Just because an influencer has a million followers, doesn’t mean you will instantly gain a million new customers. It takes time to reach active users and convince them to take the plunge. Building consumer trust over time is more important than a few instant sales. Discuss messaging tactics but allow the influencer to infuse their own personality and taste into the content. Followers will respond more positively to watching their personality of choice have fun with ad reads and sponsored content.

Value an Influencer’s Time and Trust. Influencers do not just regurgitate ads. They often take the time to try your product, create and curate ad content and interact with fans and followers who show interest in sponsors. That requires a lot of effort. Make sure your influencers are fairly compensated and encouraged for their work. You should also trust them to take your notes and put their own spin on it. They know their followers and understand the best way to speak to them. They’ve made a living off of doing so, after all!

The Takeaway

While BoringMarketing.Sucks, HavingABadRep.Sucks even more, so choose your brand influencer wisely. Learn from what other brands are doing (think: Squarespace, MailChimp, MeUndies and Blue Apron) and infuse your own spark and passion into your campaign. When the perfect influencer meets their perfect brand partnership, the results can be magical—and profitable!

Looking for another way to inspire your customers and take your marketing strategy off the beaten path? A custom .SUCKS domain is a good place to start. Join the conversation today.

Photo: Shutterstock / Daxiao Productions