In this article, we will cover the leveraging of influencers on Instagram.
Now you’ve got your profile up and running, some engagement, and plenty of content. So what’s your next move? By now, you have probably heard someone somewhere say “social media is a conversation, not a bulletin board. ” If you take anything away from this series, that is the one quote I hope you hold onto. While there is the need to post high-quality content on a regular basis, there is another key tactic you may be missing out on: influencer marketing.
Think about it… if you are planning on trying that new Thai restaurant down the street, what is the first thing you most likely do? You go look at the reviews! It’s in our human nature to value the opinion of other consumers rather than the brand itself. This trust in third-party reviews is why influencer marketing is so important, especially on Instagram.
Influencers on Instagram: 5 tactics to help kickstart your influencer marketing
Do your research
It seems like every list I make always starts with research. Why? Because you must be prepared and knowledgeable when working through Instagram marketing. And because data should rule all of your decisions! The first and most important thing to do is influencer research. Look for key influencers in your field. Hootsuite and SproutSocial are two (of many) great social listening tools that can help you discover what and who the industry is talking about. Keep a close eye on this communication to discover who your key audience is actively engaging with.Once you have identified the top influencers, you need to get to know them a bit. Look at the type of content they are producing. What do they stand for? What type of brands do they support? Is your product something they may enjoy? Start making a list of the influencers you find who would potentially match up with the products you are offering!
Now that you’ve got your sights set on a list of influencers, you need to get on their radar. This kind of feels like a creepy form of dating, doesn’t it? The most popular influencers probably already have brands chasing them, so the key is to stand out. (This is essentially an 80’s romantic comedy where the cute, quiet guy finally gets the girl in the end.)As you start to engage with influencers, don’t force your products. Simply like, comment and share their photos. Show them you are taking the time to get to know them so that you’re making a relationship rather than a sale. But, don’t just stop there! Social media influencers have a lot of love for their fans. Show the influencer that you respect the entire community they have built by also engaging with their fans. Become a part of the club.
Show them some extra-lovin’ Remember the last post I did where I oohed and awed over a bunch of entrepreneurs killing it on Instagram? Welcome to tactic 3! By adding some of your favorite influencers to a blog where you publicly swoon over them, you are showing them that you’re willing to take the extra step to get their attention. Publish your article and then share it across social media. Tag the influencers and send it to them directly, thanking them for all they do in the industry.
Ask for it Now that you’ve shown the influencers some love, it’s time to say hello. Send them a direct message or an email. Make it authentic, friendly and open. Invite them to become partners with your brand and post content on your behalf!Here are a few tips to use when asking for content:Ask if they would enjoy trying your products and reviewing them. You can offer them an incentive whether that be money, discounts or more free product. However, be aware that many influencers may have their own idea of what “payment” is necessary so be willing to work with them! Lastly, don’t try to over-control the content they produce. Remember, you are reaching out to them because they are MORE influential than you. This means that they are good at what they do. Respect their ability to create content that works!
Once you’ve partnered with an influencer and they start making content for you, don’t forget about them. This is someone you chased after for weeks, maybe even months. Don’t let them walk right out of your Insta-life. Remember, there are brands all over doing exactly this, so you want to stand out. Really invest in creating mutually beneficial relationships with your influencers. Continue the conversation, ask how they are doing and offer any help they may need. If an influencer is driving engagement to your page, you want to keep them as long as possible!
Influencer marketing is all about buttering people up to brag about your products for you. It’s a long process that takes time and effort, but when done correctly, your account could see monumental growth!