Influencer Marketing:

How To Get it Right

Tharun Moses

BIM Trichy

Why Influencer Marketing?

According to a McKinsey study conducted in 2010,

marketing-inspired word-of-mouth generates more than

twice the sales of paid advertising

Low cost

Substantially higher reach

“On average, promises 200% reach when compared to CRM”

Then and now

• Previously, celebrities were paid hefty sums in order to endorse brands

• The customer has various tools at his/her disposal in the form of social media

• A classic example would be the video ‘United breaks guitars’ which became viral with close to 16 Mn views on Youtube and created negative PR• The customer often made

uninformed choices due to lack of available reviews

• In recent times, User Generated Content (UGC) has grown in popularity

Why is Influencer Marketing a big deal in today’s world?

Customers look to the opinion leaders of each category and base their purchase decisions on their recommendations

Thanks to influencer marketing, customers are well informed and there is little to no post-purchase cognitive dissonance

37% higher customer retention as compared to paid advertising, as per a report by Forbes (2014)

Who are the top influencers of today?

Example taken :The Smartphone Industry

How should you be/choose an Influencer?

• Step 1: Identify key influencers from sites such as Buzzsumo, followerwonk or the Forbes top influencer lists which are updated often

• Step 2: Ensure that the landing page of your influencer is designed to be tidy and easy to understand

• Step 3: Integrate a sense of humor in your posts so that viewers do not merely scroll past content

• Step 4: Help out your influencer by posting their content periodically on your own social media pages, thus putting the influencer on the map

How should you be/choose an Influencer?

• Step 5:Engage influencers in discussions. After a certain point, ask questions upfront

• Step 6:Request for shares and links on various social media platforms

• Step 7 (final step): Build a trusted, long lasting relationship. Always support your influencer with samples of your latest product offerings. Thus, the influencer will in turn support your business.

Published: September 2016