influence of marketing has become a very popular topic in the world of marketing and it has been proven a highly effective tool when used correctly in this section, I will discuss principles for effectively using influencer marketing to your benefit and some of the pros and cons for doing so. First, let's discuss what is influencer marketing anyway, influencer marketing is leveraging an individual group or entity that is influential to your customer base as a means of increasing use, building affinity or generating trial of your product or service. There are a number of different types of influencers and it's important to distinguish between them. Number one, there are celebrity influencers, celebrity influencers Are well known and may have 10 million followers or even more. However, most people perceive their product recommendations to be less authentic as they realize many are paid to talk about products. It doesn't mean that they are not influential, but it does show that their main...
strength is that they reach so many people. Digital celebrities and micro influencers tend to have one million or more followers. They can be perceived to be as much of a celebrity as any other celebrity, which can have an impact on perceived authenticity as well. However, micro influencers may even have fewer than a million, 500,000 or so followers and tend to be more influential to their audience. Key opinion leaders tend to be people with a much smaller following and awareness level outside of their area of expertise. Think doctors, famous DJs, sneaker connoisseurs, etcetera, they all could fall into a category of being a key opinion leader. Perhaps it's somebody that everybody else in the world doesn't know, but it's highly influential to that particular niche or that core set of that core community Brand fans or earned influencers are those who may have 5000 or fewer social media followers, and it's highly likely that they know all of their followers. As a result, they're highly influential and perceived to be highly authentic. The trade off, of course, is reach and awareness when we think overall about the pros and cons of using influencer marketing. We do think about the trade off between authenticity and reach. So choose a strategy that offers a balance between authenticity and reach. While it ensure first and foremost that you've delivered against your overall marketing objective. So many will ask, is this something that can work for me, is influencer marketing a tool that I can use in my market? Well, anyone can benefit from the use of influencer marketing. Your strategy though, depends on your objectives and of course your budget expect influences to charge a higher fee. If they have a much higher number of followers, consider exchanging product services or something else of value other than money to gain the support of key influence. Individuals who genuinely believe in your cause are also likely to be much more passionate and much more effective in meeting your brand objectives. Look to identify influences from your existing customer base or that are people who have already shown to be strong supporters of your product or service, reach out directly to influencers that you want to connect with or leverage a company Like find your plug to help you connect to the desired influencer at your budget level. Here are some effective ways of executing an effective strategy first and foremost. No. Your objective, know what you want to be very clear and deliberate on what you're looking for from the influencer. Do you want them to take an image with the product? Do you want them to use the product or wear the product? Do you want them to create a review, share information, right information on a blog. Also select the right influencers or partner, make sure that that influencer partner is connected to your brand and your objectives. Different influencers can help accomplish different objectives. Some help with reach some, help with awareness and authenticity, know what you're looking for and find the right influencer for you. Your campaign is naturally going to evolve over time. And with the help of influencers and agencies that you engage, evaluate the influences, personal values, their previous work, what brands have they supported? What other social chatter around that particular influencer is positive or negative, identify this before you engage that influencer and of course you want to measure performance, be very clear and your objective before executing any work on any campaign measurement of success should be based on the KPI S or the metrics that you use to determine if you've reached that objective. You also want to build relationships, influencer marketing is a human powered form of marketing. The quality of your relationship will directly impact the quality of your results. So work with partners who have strong personal relationships with individuals and go out and establish some of those relationships yourself and finally protect your brand. Set clear guidelines for what is a line and what is not aligned with your brand strategy, communicate this to your influencers and other partners in advance. In fact, do it as a part of the brief and throughout the entire briefing process. Whether or not something is on strategy with your brand should not be a surprise that comes up later on communicate early and often.