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Affiliate marketing Influencer marketing – understanding

In the era of huge popularity of the Internet, achieving business success is possible in many ways. In recent years, one of the most effective ones has been establishing cooperation with influential and recognizable people in the digital world. Such a strategy is called influencer marketing – what exactly is it, what benefits does it provide and what to do to make it beneficial for the company?

Influencer marketing… that is?

What is the reason for the effectiveness of influencer marketing? To answer this question, it is worth taking a closer look at the figure of the influencer. In practice, it is a person who:

  • It has an engaged online community and is recognized in the industry.
  • influences the opinions, purchasing decisions and behaviour of its recipients;
  • It can work in different niches such as fashion, fitness, technology, culinary, gaming, education, and so on.

Influencers use their trust and authority with their audience to increase brand awareness, generate sales, or promote specific values. And it is their individual recommendations and less formal messages addressed to potential customers that distinguish this form of promotion from traditional advertisements the most.

Influencer marketing and its benefits

Influencer marketing is an increasingly popular form of promotion for a reason. Business owners appreciate it because of the numerous benefits it can bring to both smaller and larger companies operating in various industries. The most important ones include:

  • increasing brand awareness – by working with influencers who have a large and loyal group of followers, the brand can reach a wide group of new recipients and become much more recognizable among them;
  • Increased brand trust – influencers build strong relationships with their community, which makes their recommendations more authentic and credible than traditional ads, allowing the brand to gain more trust in the eyes of the audience.
  • increase in engagement – influencers’ recipients are often active, commenting, sharing and reacting to posts, which can affect the number of interactions with the company and build a direct bond between the brand and the consumer;
  • precise targeting – influencer marketing allows you to precisely reach groups of consumers interested in a specific topic, thanks to which marketing campaigns are more effective;
  • long-lasting effects – even after the campaign ends, influencers can continue to generate reach and influence brand perception, and their recommendations are often viral, so that recipients share products or services with other people.

It is also worth adding that influencers who create posts, blog articles or vlogs to promote a brand can contribute to improving SEO results and make the company’s website achieve higher positions in search engines.

Good practices in influencer marketing

Of course, achieving all these benefits of influencer marketing is only possible if the company creates a well-thought-out strategy. To do this, it is worth using = proven practices that provide the expected results. Here are the 5 most important!

1. Choosing the right influencers

This is the absolute foundation of a marketing campaign. You should choose influencers who fit not only your industry, but also your brand values and image. This will make any recommendations more credible and the cooperation will be trouble-free. Sometimes the key to success can be the so-called microinfluencers, who – although they have a smaller number of followers – represent a specific niche and create more engaged communities.

2. Authenticity and transparency

Trying to sell products or services by force is a bad idea. Influencers should promote the offer in an authentic and natural way, focusing on real strengths and testing the solution themselves. What’s more, it’s a good idea to make sure that the advertised content is marked as “sponsored” – this builds trust and avoids problems related to unfair practices.

3.Consistency in communication

The brand should have a clearly defined communication strategy, which should be communicated to the influencer. As a result, they will be able to create content in the right style and gain knowledge about what values and features of the product it is supposed to promote.

4. Trust-based cooperation

A company should give influencers the space to create content in a way that suits their style. After all, they are the ones who know best what works and has an impact on their community. Therefore, it is worth setting clear goals for the campaign, but allowing influencers to freely approach their implementation – so that they feel part of the process and thus get as involved in the project as possible.

5.Quality and diverse content

The well-known saying “content is king” also applies to influencer marketing. Therefore, you need to make sure that all content is valuable, useful and unique. What’s more, it is a good practice to diversify them – combining product reviews with unboxings, tutorials, competitions and quizzes can bring excellent results in a relatively short time.

Influencer marketing in the world of marketing

Influencer marketing plays an extremely important role in the world of digital marketing today. With its rapidly growing and hugely popular social media platforms, it has become one of the most effective ways to reach consumers. It can be both a complement to other forms of promotion (e.g. SEO or Google Ads campaigns) and an independent strategy that will be particularly beneficial for companies promoting themselves in social media – e.g. on Facebook, Instagram, TikTok or YouTube.

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