Influencers marketing is an increasingly widespread practice. When generate awareness for the brand and make it stand out from fierce competition, have a godfather of emergency can be very useful.
The term influencer we refer to those prescribers who extol in social, own and other means, the benefits the brand and recommend us their products.Often opinion makers, such as experts, bloggers and even celebrities, usually selected by the brand. His message is clearly intentional, aimed at changing consumer behavior in favor of the brand.
According Monetate, 65% of companies already includes marketing techniques influencers in your digital marketing strategy. A trend already stated the report released in February by Augure. It is even a practice that has been done in a while. 73% of participants in the study Augure said wearing implementing this strategy for at least two years, with positive results in 69% of cases. Therefore, the marketing of influencers is a valid option that should be taken into account to achieve the objectives of the organization.
Where can we find the influencers?
Monetate data show the special activity of these prescribers in major social networks. Thus, 92% of them have a Facebook account, although the percentage of those who publish more than once a week is reduced to 83%.In Twitter, meanwhile, we can find 88%, 71% being active.
In addition, 3 out of 4 is on LinkedIn, YouTube or Google+, but only a quarter of them have active presence on these platforms; YouTube except where this percentage drops to 7%.
We can not forget the blog, operations center influencers. According to Technorati it indicated last year, 83% of influencers has its own online space, where transmit their opinions and launch your audience the message.
What qualities must meet?
According to Brian Solis, these professionals have to have three criteria: scope, relevance and impact. That is, they have to have a great community, integrated, and true to its recommendations. Only in this way they may be able to reach a large group of people, and cause them to spread their message, thus amplifying their reach.
How to create and maintain a productive relationship with influencers?
First, it is important to note that the influencers are due to their audience.Therefore, they must always add value. This leads them to take good care of their message, and not act in favor of any brand or product, should they not really worth the recommendation.
Moreover, the influencers expect special treatment, that really makes them feel the work they are doing for the benefit of the brand. Something that not only pay with money but with special treatment, based on synergies and mutual understanding. They need to feel part of the project; thus better they perform their function and message will better the audience.
Obviously, it is numerario fulfill all agreed in the negotiations. Delays in payment or rifts in this regard can only harm the relationship between brand and influencer and, by extension, the latter with the brand.