Jemma Mrdak, founder of Canberra-based blog and Director of
As consumers move away from traditional forms of marketing towards social media and online; working with online influencers is a new way in which businesses can connect with a wider audience.
As a form of collaboration, influencer marketing is a well-established form of online marketing and is a great way in which a business can promote their product, service or a campaign.
What is influencer marketing?
Influencer marketing is a type of social media marketing that uses endorsements and product mentions from influencers – individuals who have a dedicated social following and are viewed as experts within their niche.
Influencer marketing works because of the high amount of trust that influencers have built with their audiences, and recommendations from them serve as a form of social proof to your brand’s potential customers.
These influencers will mainly have Instagram, Facebook or YouTube accounts. Some will also have websites or blogs, where they will write articles about the brands in which they’re representing.
How can your business benefit from influencer marketing?
There are a few ways in which businesses can benefit from influencer marketing:
It can boost your brands engagement
By partnering with an influencer who has the same values as your business and a similar potential demographic, your audience will be more inclined to connect with your brand through these influencers.
You can reach new audiences
By working with influencers, you can tap into a whole new audience that you wouldn’t normally be able to connect with via your own channels. It means you can reach a whole new area and demographic as well.
However, when working with influencers its important to do your research and find an influencer that aligns with your target demographics well.
It’s not necessary for the influencer you choose to have a huge following, but do ensure that their following matches your desired demographic and that they engage with them well.
Can drive sales and conversions to your business:
Firstly, figure out what part of your sales funnel you’d like support with and find an influencer based on that.
For example, if you need more brand awareness and loyalty, partner with someone who might produce more creative, editorial content on a longer term basis.
If you need immediate sales, perhaps work with someone with a faster content turn-over with who’s chatty and will quickly be able to quickly push content for your brand.
What content options are there for working with influencers?
There are various content options when working with influencers – these include:
Social media content:
- engaging them to create video or photo content for their social media pages – say for Instagram or Facebook posts.
- engaging them to create content for their instagram stories – which is an instant and interactive way in which they can engage their audiences.
Creating written content:
- engaging them to create written content in terms of an article on their website.
What are the costs involved?
Costs will vary depending on the influencer you are working with.
Generally those influencers with less than 10,000 social media followers can charge between $100 and $500 for social media posts.
However, those with over 10,000 social media followers can charge more. However, it really is all dependent on the influencer, their followers, their level of experience and the content in which they’re willing to create for your business.
How to get involved?
My suggestion would be to start small – look to work with smaller, niche influences who have smaller followings but a more engaged audience.
You can easily find influencers on social media, or I’m sure the team at QPRC would be able to assist with helping you find the right ones for your business.
Working with influencers can be great for content creation, as well as reaching new audiences.
I always suggest being open to ideas that influencers have in terms of content creation, as many of them are creatives themselves and will always have plenty of ways in which they can create unique and engaging content for your business.