Influencer Marketing 101

With your business reaching consumers through mediums such as television, direct mail and marketing emails, you may have decided that it is time for your business to experiment with a new type of marketing: Influencer Marketing. Influencer Marketing consists of what you might think – paying a famous social-media influencer to promote your business in order to reach a new audience and therefore achieve greater success within your business. This article will help guide you through choosing a suitable influencer as well as how you can get the most out of your influencer.

Find an Influencer That Fits YOUR Brand

Finding an influencer that works best for your brand is the most important thing you should be concerned with. No two influencers are the same; each have their own style, personality and audience. You may want to get the influencer with the largest audience, but with a larger popularity comes a larger price. Furthermore, the influencer you choose should truly fit with your business. For example, you don’t want a famous gamer advertising your business’s clothing, as you will be reaching the wrong audience. Though this is the possibly the most difficult step, it is the most important so be sure to choose wisely.

Conduct Extensive Research on the Influencer

Once you have chosen an influencer that fits your brand, you should run a background check on them. Were they ever involved in any controversies that could bring negative media attention to your business? The worst thing that you could do is spend money on an influencer that ends up reducing your business’s sales, due to a high publicity controversy they were involved in. Therefore, make sure the influencer you have chosen does not have a negative past that could lead to failures within your business.

Allow Them Creative Freedom

When designing the advertisement you want the influencer to star in, you want to give them as much creative freedom as possible. Giving them a few lines to say about how nice and great your business is may come off as disingenuous, deterring consumers from your business. Therefore, give the influencer a general idea as for what to say but allow them to say it in their own words and style. It will looking more genuine and will increase the number of consumers that do business with you.

Keep Statistics in Check

As with any marketing medium, you want to monitor the progress your advertising has achieved. Is the influencer bringing in many new consumers? Are they meshing well with your business’s image? Have consumers’ overall impression of you changed? These are just a few of the many things you should be monitoring. For the amount of customers the influencer is bringing in, is it worth still paying them? If they aren’t, it may be time to go back to square one and select a new influencer.


And there you have it! If consumers see their favourite singer or blogger promoting your products, it is more than likely that they will check out your business’s products/services and will do business with you.


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