In this article we will learn the fundamental characteristics that an Influencer must have to be contacted, and how know how to use their radius of influence for your brand.
According to various studies, about 90% ofconsumers trust the opinion of an Influencer more than traditional advertising, so including them in your strategy will not only allow you to reach a countless number of people, but you will also achieve greater impact with less effort.
Influencers are people highly qualified to promote a message on specific topics, who, due to their influence, can reach many people, either because they are references or because they have earned a place in people's consciousness due to their fame. This positioning in the minds of the public makes them perfect to be prescribers of the brand.
There is nothing better than the right Influencer to recommend your product or service, whether you want to build customer loyalty or strengthen the bond with your audience even further. If your objective is Branding, this strategy is also very useful.
Choose the right Influencer
First of all, it is necessary to be clear about your brand's Buyer Persona. Knowing key factors such as knowing which channels they spend most of their time on, what their motivations are and how they prefer to be approached, will ensure that the message you send is much more tailored to your audience.
Depending on this idea of your perfect client, you can now be clearer about what that Influencer should be like and what type of audience follows them, you just need to think about how to adapt it to your brand.
Types of Influencers
There are 4 types of Influencers which we will see below:
- Opinion leaders: is that person who becomes knowledgeable on a topic that is of interest to them, and eventually becomes an authority in said area. It is not advisable to hire them, it is preferable to invite them to do a review of your product.
- Celebrities: to contact them you must have a high budget, since they are used to being contacted by brands and they choose the best offers they make. But if this is your case, they are the way to reach thousands and millions of people more quickly. It is no coincidence that the perfume, clothing and accessories industry chooses them to achieve greater dissemination and create consumer confidence.
- Experts: they are the ones who have the most knowledge about a certain area, so if you want to reach a specific niche, this Influencer will allow you to reach that audience. Just make sure you find the best known in your field. In Doppler, these are the Influencers they chose for their anniversary action.
Your task is to choose the one that best suits your strategy, depending on your target, the number of followers that person has and the number of users you want to reach. Of course, it will also be crucial that the budget you have is sufficient to carry out contact with the Influencer you have chosen.
Get in touch
When talking about Influencers, there is usually the perception that they are not very accessible people and it is even normal that you feel a little shy to make contact. Don't worry, remember that they are also consumers of brands and people who follow others. The ideal is that you speak to them in an empathetic way, as clearly and briefly as possible.
Sometimes you will not speak directly with the person you want to contact, because many influencers have delegated the task of public relations to professionals dedicated to that. This is part of that prior search for the most appropriate way to get in touch.
The first thing to keep in mind is, explain to them what your marketing action consists of and what you are expecting them to do for your brand. People hate rambling, so if possible get to the point.
Carry out a prior investigation to find out if there is any indication that it has taken similar actions with other companies, this will allow you to generate a context that will be favorable to you.
If you have already contacted other influencers previously, you can send them the results of that specific action, and try to communicate the general expectation of this new tactic that you will undertake together.
Doppler Anniversary as a Case Study
As an example, so that you can finish seeing a real case about Marketing with Influencers and thus make it easier for you to put it into practice, I bring you a summary of how Doppler, our Emal Marketing tool, brought together several Influencers in its anniversary action.
In addition to its usefulness as a web application, Doppler websites perform Content Marketing, providing value from the area of Digital Marketing. So for this case, it was appropriate to contact the 11 major references in the area to give advice how to carry out your Email Marketing strategy according to your own experience.
Why do we choose the video format? We consider that due to the increase in video marketing, it was possible to achieve better results by publishing a Landing Page with each of these tips in short videos, which can also be shared on any of your networks, leading to viral content that adds value to everyone who is reached while increasing Doppler Branding.
If you haven't seen them yet, here are the 11 video tips to make Email Marketing like an expert . Not only will you find a great example of a Marketing strategy with Influencers, but you will learn about the techniques used by professionals such as José Facchin, Ignacio Santiago, Carlo Farucci, José Manuel Gómez-Zorrilla, Andrea Pallares and many other Marketing references Digital.
