7 Influencer Marketing Tactics To Engage With An Unresponsive Audience
Your marketing strategy might be good, but do the results suffice?
A recent study found out that 80% of companies think that they are exceptional on social media. Turns out only 8% of customers say that they agree.
This simply means that something is lacking.
While user engagement matters a great deal, not very campaign is able to achieve it. And then its dire need calls for an action.
Influencer marketing can fill the void here.
Since the beginning of time, popular figures have played an important role in lubricating sales funnels. Be it Michael Jackson dancing to the Pepsi tune or Sophie Turner flaunting her Louis Vuitton bracelet. They’ve all contributed in one way or the other.
Best thing is that these ideas can work for you too. And here’s a list of Influencer marketing tactics to make that happen.
7 Proven Influencer Marketing tactics that Engage the Indifferent!
While you plan on starting off with influencer marketing for your brand, knowing a few things would help you. Also, you can use these as tactics for unlocking social engagement.
1. Provide and respect creative freedom
Any influencer apart from being a face for your brand is a creative individual with a following to cater to.
With all of that given, one can’t just expect the influencer to create content ccentric to their brand and its image/motto’s.
Register this fact and move further. Provide them room for creativity. Share your ideas. Incorporate both and you’d be fine to go.
Also, share your campaign goals and objectives and guidance they might need. And stay clear of the actual content ideation and creation.
The aim is to join hands and come up with ideas that really work for boosting engagement keeping their creative freedom intact.
It’s a fact that influencers hate overly restrictive guidelines. While providing them a creative freedom would enable them to create their best content resulting in higher engagement rates. 77% of surveyed influencers have admitted to this.
For example, let us take Ryan Winterbotham. He is one of the most aesthetically enlightened micro-influencers in the UK is a living example for this.
In the following screenshot he talks about EE (a UK based telecom network) and with the creative freedom that he was allowed, he came up with an amazing post and a great caption in their favor. EE even have had their take on it.
With a simple and subtle description, the post earned 436 likes in 2017 (when Ryan’s Instagram profile wasn’t even as famous as it is now). To the same EE said,
“Ryan’s aesthetic has elements of street culture, landscape scenery and abstract photography. His own character shines through his style, even in sponsored content. We love that his style has evolved quite a lot from when he first worked with us.”
2. Be fair with financials
While you might want to save more on your marketing campaigns, good things usually come for a good price.
Influencers invest a decent amount of time, energy and money building the following that they have. And then more time and energy is required to come up with actionable content for helping your brand engage better with its prospects. You still think negotiating them down would do justice to their work?
No doubt, you can’t just blindly accept their bets. Give it a thought. Propose a decent offer which doesn’t hurt you much and satisfies the influencer as well.
Cutting corners here would get you nowhere. Being generous will.
For example, Air Canada provided its influencers an all-expenses-paid trip to Brisbane from Vancouver. And for those living in Vancouver, it offered a free inaugural flight.
While, it might have cost them a mint, at the end of the day they earned attention and engagement from thousands of potential customers.
3. Move with your brand stories
Apart from a great product what works with the audience is a great story.
How your brand started? How you came up with the idea? How you plan on moving ahead? And most important of all, what’s your mission? Things like mission statement and stories behind those things can work charms when it comes to attracting attention of even the unresponsive audience.
And if you lack stories at the moment, your influencers would know how to craft one for you.
Since you are planning on indulging in influencer marketing, storytelling is something you can really use your influencers for.
Wondering how? Look at the example that follows.
Amber Fillerup is a fashion influencer with a massive following of 1.3 million. Fashion brands like Urban Outfitters and Nordstrom usually collaborate with her.
In the screenshot below, she has posted a photo from her visit to Whistler, Canada. Although, she didn’t write a long description, the picture got 47.8K likes and thousands of comments.
This simply means that she is great at what she does i.e., storytelling.
And it doesn’t end here. This was just about one niche.
There’d be a myriad of influencers to choose from in your industry too. Just be careful while you pick. The right influencer will be able to convey your messages so slyly that it’s 100% natural and 200% engaging.
4. Launch big; every time
You have the right product and can’t wait to launch it out. Cheers, that’s great. But hold on for a second.
This is one of the best places to use your influencers at.
While you’d have planned a lot about publishing your product launch on every available platform, an influencer can always add dozens to the gold. In fact, an influencer from your industry would be a better bet than getting a world famous celebrity to launch your product.
Wondering how? There you go.
A world famous celebrity would have a huge fan following. Brownie points for that! But what about relevance? There’d be people following that celebrity for their work, their social image, how they look, what they wear, what they eat and whatnot! It’s just as haphazard as it gets.
While getting an influencer from your industry for your product launch would increase your reach to the riches.
For example, Cupra a lifestyle and sports car brand launched its range of racing helmets. Now, who could promote it best for them? Andrea Dovizioso, a professional Ducati MotoGP rider did it.
With over a million passionate followers who love bikes and everything in between, a short product clip revealing the helmet received more than 49K views and thousands of comments.
This definitely gives us a lot to learn.
5. Work with influencers who love your brand
What’s better than partnering with a great influencer? Partnering with a great influencer who loves your brand.
It’s as simple as it gets. Somebody who already has used your products and likes them too would genuinely promote them for you (obviously against the right price).
Airbnb used this tactic the right way. The moment they got to know that Mariah Carey has booked one of their properties, they reached out to her. The aim was to deal a sponsored post.
As it went good, she posted a few pictures of the Airbnb beach house that she was staying in. These pictures got more than 45K likes.
Following this amazeballs result Airbnb has started collaborating more and more with other similar influencers. And turns out, it’s doing great for them.
6. Collaborate for some long-term associations
There’d be many influencers who’d be work with you for a while and then hop on to the other brand (even your rivals). At the end of the day, that’s okay. But, not for you!
This will negatively affect your brand and might even make it hard for you to find new influencers. What you can do is try to form some long-term associations.
The aim is to keep things positive. Not waste time in finding new influencers every now and then. Investing at the right place and to keep getting better.
Many brands do this. They collaborate with the same influencers for all their products and posts. This also enables them to find the right brand ambassadors for their brands.
So, before you actually sign an influencer for your brand, make sure the deal is worth it.
Discussing about their interests might help here.
7. Micro-Influencers are there and impactful
While micro-influencers have a far fewer followers than the niche-leaders, the engagement that they can drive might surprise the best of us. In fact, 82% of consumers are more likely to follow recommendations from micro-influencers than an average person.
This opens up a whole sea of opportunities for you and your brand. Reasons?
- Micro-influencers are easier to get in touch with
- Working with a micro-influencer would be way more economic than working with one with a huge following (you know why)
No wonder why the world famous watch brand Daniel Wellington makes use of micro-influencers.
For most of their products they partner with fashion and lifestyle micro-influencers/bloggers on Instagram. This significantly increases their brand engagement.
Also, you can introduce discount codes and ask the influencers to distribute it among their audience.
While your current marketing strategies might be rewarding you well, a segment of your audience might always be inactive. Influencer marketing is one of the best keys to inflict engagement in that unresponsive segment of audience.
Most brands are using it now. A great product associated with a great name (in the nice) would bring great results when amalgamated appropriately.
In this post, we talked about tactics for bringing that amalgamation to life. Hope this was helpful.
Still got some doubts? Don’t hold back. Share and discuss this with your friends. It’ll help.