Influence marketing, or influence marketing, has quickly positioned itself among the best digital levers for companies and brands. Namely for the search for visibility and sales promotion with consumers.
Companies seeking to develop their sales and gain in e-reputation on the internet will have recourse to different levers that they will have to work and master simultaneously:
Master digital marketing, Develop influencing strategies, Set up e-marketing actions, Develop scenarios using marketing automation, Use natural referencing by positioning yourself on strong keywords, Mastering hashtags on social networks, Develop partnerships and collaborations etc ...
All these points come together within companies to improve the digital performance of their actions. Influencer marketing then supports the reach of their campaigns.
Let’s find out what influencer marketing is and how it works, its benefits, how to integrate it into your communication and how brands are using it.
Definition of influencer marketing
Influence marketing, or influence marketing in English, is the set of techniques that tend to use the strength of recommendation or prescription of influencers. So in a way, it is the ability to create influencers or ambassadors for your brand, although there is still a difference between influencer and ambassador depending on the angle.
In its early days, influencer marketing primarily targeted active members of a community or from forums. We also worked with influencer bloggers even before social networks took over in digital communication.
In this universe where influence is present on each platform, web marketing and communication in the broad sense are now relying on this lever. Even the community manager works on influencer marketing campaigns among his many assignments.
At the center is the influencer, the new brand prescriber who has become essential in communication strategies. Thanks to it, companies can significantly increase their sales in a concise time. The implementation of inbound marketing strategies by targeting qualified audiences has also been successful for B2B players.
We discover in influencers! a world of stars and star-making where massive audiences sometimes play a decisive role for brands. The goal is to get a strong virality in their campaigns … and, by extension, a significant increase in their sales.
So with the emergence of a very active generation of influencers on social networks and blogs, influencer marketing has become essential for communication strategies. It is used in digital marketing or community management for social media operations through social media.
A digital strategy or a brand communication strategy, regularly integrates influencer marketing today.
For a company, it is about selling, improving its visibility, brand image, and e-reputation, or working on its content marketing by relying on influencers. There are multiple targets, as are the themes through which influencers express themselves.
Marketers get it right; they work simultaneously on influencer marketing and SEO. They thus gain more visibility on social networks and search engines. To do this, they integrate influencer bloggers who have a proven digital influence and who work on the SEO axis.
This is not only addressed to specific and isolated areas, but for many industries where influencer marketing helps in the search for visibility.
The different types of influencers in influencer marketing
Influencers are classified by type and mainly according to the size of their communities. The size of the influencer community is still a relevant point for brands. Gradually the engagement rate is also becoming a key element in influencing marketing. For an agency or media, engagement can sometimes be more representative than a large community. This is how we can measure the influence in some people.
It’s all about purpose because some companies may seek to retain their community by involving influencers. Loyalty being an axis that makes the difference for many brands. B2B companies are also getting started and are ready to collaborate with B2B influencers who are becoming more numerous on the web.
Within influencer marketing, stars are the number one influential people on the Internet. However, appealing to it requires a large budget for brands. Celebrities from the world of cinema, music, sport, or business all have a major role to play with companies.
Influencing millions of people en masse when launching a product, for example, will be much more beneficial through a famous influencer. Brands play a lot on this lever and explode their sales via their e-commerce sites.
Celebrities are therefore the influencers with the largest communities.
In the case of platforms where you do not have direct visibility on partner brands, such as the Reech platform, for the brands, it is a matter of quietly choosing influencers to carry out their campaign.
By having access to influence scores from measurements of SEO tools connected to the platform, the brand can have a first look at the influencers with whom it will choose to work.
These platforms remain closed and no transparent connection exists between the brand and the influencer until there is a concrete proposition established. The influencer will be able to set their own prices, whether or not based on the platform’s suggestions.
Thus, the Reech platform makes it possible to enhance the profile of an influencer, by putting him in touch with brands that are looking for profiles that are relevant to their campaigns.
The influencer, who will generally find himself through the company’s products or services, may nevertheless refuse a brief if it does not correspond to his values, or even negotiate a counter-proposal in certain cases.
In addition, some influencer marketing platforms allow you to launch influencer campaigns for free or by results.
The different levers of marketing influence
Here are some levers used in influencer marketing that can be managed by influencer marketing agencies.
The company promotes its new product by sending it to an influencer, who will then test it to share their opinion with their community. This principle can also be linked to unboxing if the influencer brings the experience to life from the unboxing of the product with promoneum.
This technique consists of sponsoring a blog article or a publication on social networks to reach as many people as possible to gain visibility. This is an action that helps to become viral, but which can also become a lasting action for the brand if the article is worked in SEO.
Thus sponsored articles are the best levers for brands when they want to gain visibility.
Mainly used on YouTube, this technique calls on the services of a YouTuber specializing in a theme related to the brand’s universe. She will then subtly (or not) place the product in question in one of her videos.
Travel bloggers are popular and some manage to unite very active communities. To gain notoriety, some tour operators use this type of influencer to promote their products. We can also mention vlogs among Youtubers who are travel influencers in order to promote brands and their partners.
They generally offer an all-inclusive stay with sometimes even a camera, in exchange for several photos taken daily, and share via a blog and / or on social networks such as Instagram in particular.