Influencer marketing is a skill that the contemporary public
relations/marketing professional should be utilizing. According to Neilson, 92%
of global consumers say they trust user-generated content and word-of-mouth
more than advertising; statistically, bloggers/influencers generate two times
more sales for brands than paid advertising.
Influencer marketing can seem difficult, or strange, if
you’ve never experienced it before—it’s different than traditional marketing,
so it could take some getting used to.
First and foremost, if you feel like there are an
overwhelming number of bloggers, vloggers, and social media influencers in 2016
you’re not alone. With so many outlets
available, how do you know which one to target?
Which influencer is the right one to help get your message out? Below are six steps to help with the
who’s talking: identify your brand audience, and look who’s talking about
topics related to who you should be targeting.
look at the influencer’s social media pages and check their following; check
their blog visits.
look at the amount of likes, retweets, or comments they receive per post. This is more important than reach, since
actual engagement is a better measure of potential sales than merely reach.
the influencer’s last 20 or so images/posts should tell you their story—you can
learn a lot about their voice and what they typically cover.
are they a fit for your brand? By now
you should know.
started: start with a follow, comment, like, or mention. Open a dialogue.
The whole process should look something like this:
Selecting the right influencer is important, as it will
maximize money—and time!—spent, ultimately increasing ROI while significant building
Something that’s also a bit different than traditional
marketing is the financial negotiation process.
For example, in traditional marketing, the lines are much more clearly
defined, and the parameters of an arrangement are clear from the get-go. With influencer marketing, however, there’s a
bit of wiggle room. You can propose a
straight pay-per-post arrangement, a revenue-share deal, or something in between. Then, after deciding which arrangement is
best, you have negotiate pay.
How much is the right amount to offer a social media influencer?
First and foremost, it depends on how
prominent the influencer is. Influencers
that reach a larger audience typically command a larger fee, despite not
necessarily being the better fit. It
also depends on the arrangement that’s been agreed on. A good stat to keep in
mind is that 84% of influencers accept/prefer monetary compensation for
When negotiating a financial arrangement with a social media
influencer, the best strategy is to often be forthcoming, firm, and respectful
in your approach. Influencers are
professionals—this is what they do for a living—so they should be treated as
Ultimately, influencer marketing can be a bit strange if
you’re unfamiliar with the process, but it can add a unique dynamic to your
Contributors: Jack Haandraadts, Account Coordinator at Marketing Maven, Nadia Duwaik, Account Executive at Marketing Maven