How To Promote A Business With Bloggers?
Influencer marketing is one of the most effective tools for brand promotion online, and it will continue to grow worldwide in the coming years.
According to digital marketing researchers eMarketer, spending on Influencer marketing in the U.S. will grow 12.2% in 2022 to $4.14 billion. And in 2022 and 2023, the budget will continue to grow at an annual rate of 11-12%, approaching $5 billion.
What is influence marketing
The idea is to connect a brand with its target audience via influential bloggers — opinion leaders or influencers. If you’ve ever bought a product that was recommended by a favorite blogger, you’ve become a “victim” of influencer marketing.
- Naturalness. Ads can be natively embedded in the content, so they may not even be perceived as advertising. Users are interested in what products the favorite blogger ordered from the advertised store, what benefits he or she sees and how he or she uses them.
- The ability to target advertising to the right audience. If you pick up Influencers so that their audience is similar to your customers, you can get very targeted traffic. In such cases, the conversion rate will be higher than in other types of promotion.
- The likelihood of free advertising. If the blogger likes the product he or she can continue to use it and periodically remind subscribers.
- Feedback from the blogger’s audience. Subscribers often share feedback with bloggers on a product they purchased on their recommendation. With the help of this, you can get useful data from new customers – reviews, complaints, compliments. For this purpose, it is useful to look at the comments under the materials in which the advertisement is placed.
Let’s outline the tasks that need to be solved
Influencer marketing is used to increase brand awareness and sales. Let’s consider a detailed list of tasks that this type of promotion can solve:
- to increase the number leads;
- to improve brand recognition;
- to improve the reputation;
- to increase the level of trust;
- to increase or create demand for the product;
- to introduce a new product to the market;
- improve audience awareness of the product;
- bring customers to the site;
- increase the number of subscribers in the business profile;
- show the benefits of the purchase;
- work off objections;
- present a temporary promotion;
- to increase confidence in the company;
- enter a new market segment.
By the way, in addition to influence marketing, also try to work with SMM panels. These are specialized resources for the promotion of social networks. These sites provide services such as: buy YouTube views, buy automatic Instagram story views, buy YouTube live stream views and many others.
If you think it’s unsafe and useless, you’re very wrong! First, when working with a proven site that provides a live audience risk of being banned at all. Secondly, such promotion helps to get organic traffic. Algorithms see that your content is interesting and move you to recommendations, giving additional coverage and audience.
Preparing for a flood of targeted traffic
To make your ad campaign effective, you need to prepare your website and social networks before you launch it.
What you need to do BEFORE your ads come out from the blogger:
- Look at your website and your social media account through the eyes of your potential customer: what might be unclear to him/her, what targeted actions he should take, whether he has a reason to stay longer and study the offer further.
- As an option, make a special offer and spell it out in the header of the profile/main banner on the site/pop-up, in the last three posts or on the landing page.
- Think about what to do if a lot of orders fall on you at once – where to get more products and working resources.
- Write out scripts for working with the new audience that came from the blogger’s ads.
- Prepare to be on the spot and respond promptly to new customers the moment the ad comes out.
Even if you make the best advertising and potential customers have already prepared money to buy the product, they will notice the form of payment does not work or a non-obvious chain of actions – advertising will only go to the detriment.
Choosing a blogger
The choice of a blogger is closely linked to the characteristics of the brand and the objectives you set for influencer marketing. It depends on them:
- Platform: Instagram, Facebook, YouTube, Tik Tok.
- Popularity: nanoblogger (up to 10,000 subscribers), microblogger (up to 100,000 subscribers), macro blogger (up to 1 million), millionaire blogger.
- The blogger’s content: if he does video reviews, if he runs contests, is he ready to be a brand ambassador.
- The style of the blogger and his/her TOV (tone of voice): rude, pathos, from the people, athletic, intelligent.
According to Influencer Marketing Hub research, 68% of companies choose Instagram as the main platform in their influencer marketing strategy. Tik Tok ranks second, with 45% of brands using this social network to engage with bloggers.
Checking the blogger’s ads and tracking the results
And perform actions that are useful for performance. Immediately after the blogger’s ad is out:
- Go to the blogger’s post from the company’s official account and thank him or her nicely in the comments, you can give a discount or finish something important from yourself in the comments – you might get noticed by subscribers there.
- Respond to comments about you below the blogger’s post. Usually all interested write something within 3 days. You can invite subscribers to your account or write them direct messages if you see that the person is interested.
- After a week, ask for detailed statistics of materials — screenshots from your personal account.
- Analyze the statistics of your account, calculate the number of leads and sales.
If possible, consider the return on investment, taking into account the net profit.
- Influencers should be chosen not only by the number of subscribers, but also by the target audience, engagement, and tone of voice.
- Influencers differ in their target audience and presentation, so you need to choose the right one for your needs.
- The more complex the product is, the longer it takes to explain its value to users.