Using influencers in your marketing plan

How to Incorporate Influencers into Your Social Media Marketing Plan

Who is an influencer?

They are someone with a large following on a social network and who have some amount of influence over what their followers read, watch and listen to.

They can also help connect your brand to new customers and helping you gain additional awareness of your product or service.

In this article, I’ll discuss how you can utilize influencers to augment your social media marketing plan.

What Is Influencer Marketing?

Influencer Marketing is the process of using social media influencers to promote your products or services.

The goal is for the influencer to use their personal, highly-followed accounts to increase awareness and sometimes even sell a product.

Influencers typically work for a fee, and the amount they charge will depend on what you are looking for them to do.

You can hire an influencer one-time, or you can sign an agreement with that person for a longer term of service.

Some of the typical things that influencers will do for a brand include:

Sharing posts about the brand

Conducting a product review

Speaking on behalf of your company

Using products to promote the brand

The thing to remember is that influencers are not always the big names with millions of followers.

There are smaller influencers out there or Micro-Influencers.

Micro-Influencers are hyper-specific influencers, they typically have lower follower counts, and yet still have intensely engaged audiences.

Don’t underestimate the Micro-Influencer market.

They just might be able to hit your target audience and maybe more within your reach if you are running a small business.

What Makes a Good Influencer?

A good influencer is someone that has a high reach and engagement on their account.

This means that they have lots of followers in your area of interest, but also the ability to interact with them in meaningful ways.

More importantly, it is someone whose personality, ethics, and morals match your own brand.

They are also trusted by their followers to provide their honest opinion on products they review.

If you’re wanting an influencer to highlight your product, they will typically want to try it first to make sure they are recommending something that is in line with their own brand.

What Are the Benefits of Influencer Marketing?

The benefits of influencer marketing are varied, but some typical ones include:

Increased brand awareness and consideration

Improved search engine rankings

Ability to reach the target market on a personal level

Influencer marketing can support your overall marketing plan by providing supplementary content to your other marketing efforts.

They can provide a different point of view, deliver the same message in their own words and style, or highlight what’s new about your product.

How Can I Get Started?

First, as always you need to know who you are trying to target, what you are trying to achieve, and what your budget is.

Second, look for influencers on networks where you have an established presence and whose views are aligned with your company.

Get an idea of who they are, what they post, and how they help other brands.

Once you determine a person is an appropriate personality, they can reach your audience, and help achieve your goals, go ahead and reach out.

When making initial contact, it’s a good idea to provide an overview of what you are looking for someone to do and see what their requirements are upfront.

Whether you’re looking for a one-time post or a continual agreement, make sure the terms are specific and both parties clearly understand what is required of them.

Ideally, you are looking for an influencer that genuinely loves your product and is someone you can build a professional relationship with.

Hopefully, this article will help you get started on incorporating influencers in your social media marketing strategy.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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