An A to Z of Influencer Marketing

               

Get to know influencer marketing a little better with our customised alphabet!

A is for…

Affiliate marketing – Meaning a performance-based activity whereby affiliates are rewarded for the direct sales their efforts create, affiliate marketing was once considered a completely separate entity to influencer marketing. However many brands are now combining the two for extra effect.

B is for…

Bloggers – When you think of influencer marketing, it’s more than likely you’ll think of bloggers. More often than not bloggers are able to create an engaged audience and therefore have influence because they can reveal a vast amount of their own lives and experiences through a blog. Although content sharing through social media is growing every day, blogging is not going anywhere fast either.

C is for…

CTAs – Essential for every influencer marketing campaign, specific CTAs (calls to action) encourage consumers that engage with the campaign to go a step further and buy into the brand, or even become paying customers.

D is for…

Developing a strategy – Sadly, influencer marketing does not work if you just ‘wing it’. It’s one of those plan ahead deals. Creating a strategy for your influencer marketing campaign means that you can plot its successes and failures easily, foresee and avoid any major challenges and also ensure that both brand and influencer get as much out of it as possible.

E is for…

Engagement – At the end of the day, every good influencer marketing campaign aims to generate engagement. This could be in the form of social reactions (e.g. likes, comments, retweets etc), interactions, click-throughs or just being talked about – you decide which matter most to you as a brand or influencer.

F is for…

Followers – Although followers can give an indication of the reach of an influencer, any savvy influencer marketer knows that the best campaigns occur when the audience of the influencer and the target audience of the brand are as closely aligned as possible. High follow counts are worthless if the people following won’t be interested in the brand.

G is for…

Guy Kawasaki – This marketing guru once said “If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing”. Say no more…!

H is for…

Hard work – As boring as it is, influencer marketing is all about hard work on both sides of the collaboration. Influencers have to work hard to create an engaged, enthusiastic and receptive audience, whilst brands must put in the hours to precisely identify a target audience, and which influencers will best help them reach it.

I is for…

Influence – The star of the show, influence is incredibly lucrative these days. However, it is anything but easy to achieve. To become influential, bloggers, social media personalities, vloggers and journalists have to work tirelessly to build a relationship with each and every one of their readers/followers.

J is for…

Joining conversations – Influencers are more likely to want to work with a brand when they see the brand is already involved in conversations and interactions that relate to their content and audience. These may be on social media, online forums, or through real life networking (yes, it does still exist!)

K is for…

KPIs – This is a handy little acronym, meaning ‘key performance indicators’. These are ways of measuring the success of your influencer marketing campaigns, which should be agreed in advance between influencer and brand.

L is for…

Links – Links used to be the be-all-and-end-all of inbound marketing, and although things like social engagement and customer affinity have since overtaken, a sturdy, reliable link is still worth an awful lot.

M is for…

Measuring results – Goals and KPIs should not only always be included in any influencer marketing campaign, they should also always be measurable. If there is no way of quantifying or checking the outcomes of a campaign, it is incredibly difficult to assess its level of success.

N is for…

New markets and audiences – Above everything, influencer marketing will allow a brand to reach new audiences and therefore markets, something which is incredibly hard to achieve with other, more traditional marketing methods.

O is for…

Outreach – Outreach is something that influencer marketing does, pushing a campaign and brand name out into audiences and potential customers that are primed to be interested in it. However, it is also necessary for brands and influencers to find each other – outreaching is the first step in building relationships.

P is for…

Profiling audiences – In order for a brand to identify the best influencer to work with on a campaign, its target audience needs to be profiled and researched in minute detail. This is to ensure that the people a brand wants to reach are the same people that are engaged with and trust the selected influencer.

Q is for…

Quality over quantity – Influencer marketing is all about making one precise, honed, calculated move over multiple vague actions. Focusing on working with one individual who can influence a brand’s specific target market is much more valuable than launching many different marketing efforts that may or may not reach potential customers.

R is for…

ROIs – ROIs (returns on investment) is marketing lingo for the measurable results that a campaign achieves. As influencer marketing is all about creating positive feelings towards a brand, its results can be hard to measure. Therefore, a brand and influencer agreeing ROIs before working together is vital in assessing the success of a campaign.

S is for…

Social media – It is a rare individual that is not aware of the immense power and influence of social media today. Unsurprisingly then, many influencers have garnered their followings and popularity through specific social channels – brands should always pay attention to which one(s)!

T is for…

Tools – Tools exist to aid with almost every part of the influencer marketing process – you’re reading this blog through one! From identifying influencers to profiling audiences, there are countless platforms and networks designed to make the whole process much more straightforward.

U is for…

Unique users – This will most likely be the way that blogger influencers measure the traffic to their sites, but should never be the primary basis of a partnership between brand and influencer. Relevant audience is much more important!

V is for…

Visual content – It is estimated that by 2018, 84% of content will be visual. Influencers are keying into this more and more, from Snapchat and Instagram stories to vlogging channels and live streaming.

W is for…

Word-of-mouth – Whatever way you look at it, influencer marketing is essentially powered by word-of-mouth, and is a contemporary form of the oldest and most basic method of spreading brand awareness.

X is for…

Xchange – Yes, we’ve used a bit of creative license with this one… It is vital to view every influencer marketing endeavour as an exchange of assets, through which both influencer and brand benefit.

Y is for…

YouTube – In the age of visual content dominance, YouTube is still as relevant as it ever was. Indeed, some of the most famous online influencers use it as their platform – think Zoella, Jenna Marbles and DanIsNotOnFire.

Z is for…

Zeitgeist – Something that influencer marketing can do better than almost any other form of marketing is tapping into, reflecting, engaging with and, indeed, helping to create a zeitgeist, thus allowing brands to connect with consumers in a way they have never been able to before.