Are you looking for an efficient, cost-effective way 1create sales solid sales channel on the web and social media?
If the answer is yes, you need to start looking into Influencer Marketing
In this article, we will look at what's going on in 2020 and how you can use the new consumer behaviour to bring to life innovative ways to market your food brand to an entirely new target audience.
A quick note.
When people think of influencers, they usually think of celebrities who are paid millions of dollars to promote products on their social media accounts. However, there are a variety of different influencers you can work with, from industry experts and chefs, through to well-respected bloggers and social media users.
At the Agency we work with Nano, Micro , Macro and Mega Influencers.
Nano = 1000 to 5000
Micro = 5000 to 20000
Macro = 20000 to 500000
Mega = 500000+
A few ways to get started
If you are ready to start promoting your brand fast.
Here are some of our top tips to ensure that your influencer marketing campaigns run smoothly.
- Determine your target audience before you begin
Write down your demographics. You can have multiple demographics you want to target, it's important to. list them all.
Is your target audience male or female? Young or old? What hobbies do they have? What country do they live in?
This research will help narrow down what type of influencer you want to work with, the posts you want your influencer of choice to post on your behalf and which social media platform is the best one to use.
- Instagram and Pinterest are good choices if you want your influencer campaign to be led by photos and video
- Facebook is popular with people between the ages of 30 and 60
- TikTok is popular with teenagers and young adults
- If you are looking for backlinks and SEO-optimised content, you may prefer influencers to blog about you on their website
- Think outside the box
Although it can be tempting to focus on foodie influencers, other types of influencers too will work well too.
For example, if you are promoting a vegan food range, you may want to look at exercise enthusiasts and animal lovers. If you have a brand new range of snacks you can enjoy on the go, you may want to consider influencers who specialize in travel.
This approach will help you reach entirely new audiences that you may not have thought of before!
- Work out how you will measure success
You will need to measure the success of your influencer campaign, so you can see what worked and what may need reviewing if you carry out a similar campaign in the future.
For example, you could give your influencer a discount code to share on their website and social media posts. When people go on your website to buy your product, you can see at a glance how much money your influencer has helped you make.
You can also create a unique hashtag for your campaign and measure how many people it has reached across all of your social media platforms.
- Set expectations for your influencers (but let them be authentic)
It's a good idea to put a brief together for your influencers, so they clearly understand the message you want to convey.
Include examples of photos from previous campaigns, hashtags to use and words/phrases to try and include in their posts.
Remember though that you want your influencer’s posts to be authentic. If their posts come across as fake or overly controlled by your brand, their followers will be able to see it a mile off.
You can download here the brief template we use at the agency and make your own.
- Use the same influencers regularly where you can
Trust is essential when working on influencer campaigns, so it is a good idea to use the same influencers where you can. This way they will grow to know your product inside out, and you will be able to foster an excellent working relationship with them.
- Keep your finger on the pulse when it comes to seasons and trends
You need to plan ahead so your campaigns hit the right times of the year. For example, if you have a gingerbread flavored syrup, you don’t want to promote it in the summer. Conversely, you don’t want to promote your range of burgers and sausages at Christmas!
Short-term trends may pop up from time to time that you might want to capitalize on too. Keep an eye on industry news and hashtags and don’t be afraid to move quickly to get one-up on your competitors!
- Outsource if you want fast results
It takes time and long-time planning to execute an in-house Influencer strategy or campaign. If you've you want to get fast & real results we recommend:
1 - Participate from a ready made campaign. Campaigns such us unboxing, live-streaming and other pre-planned campaigns are the way to go if you are willing to give Influencer Marketing a try. You could be going live in a week rather than a month.
If you are looking for an activation during the holidays, check out our deck here.
2 - Hire a boutique Influencer Marketing Agency that has a low buying threshold.
You can check out our Influencer Marketing Services here or email me at firstname.lastname@example.org
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