Influencer marketing is a marketing strategy that uses niche "experts" on social media to promote brands through endorsements and product reviews. Influencers can push sales promotions, product launches and experiences, along with creating evergreen content for any use.
Successful influencer marketing is based on trust and connection between brands and creators and between creators and their audience. Influencers come in all shapes and sizes, from nano influencers with a following under 10k to mega macro-influencers with one million or more followers. The audience size doesn’t matter - it’s all about the authenticity and engagement an influencer generates among their followers.
Influencer marketing is an excellent strategy for any brand looking to expand its reach, awareness or sales. It’s a perfect fit for travel & tourism, e-commerce, food and beverage brands, B2B and DTC spaces.
Did we say B2B? B2B influencer marketing is tailor-made for companies that sell services or products to other businesses. People want to see how something works. It’s increasingly common for B2B companies to boost sales by partnering with industry experts and analysts on blogs, webinars, social media posts, and videos.
We've worked with influencers on every level, from big-name celebrities to nano influencers, to get results for every brand, from DTC to B2B. We’re focused on getting the best influencers for each brand, not just the ones with the most followers. We use data to thoroughly vet all creators so every partnership is a good match.
Our influencer marketing is performance-driven. We use data and results to inform our strategy and create scalable influencer programs. If it’s working, we improve on it. If it’s not working, we fix it.
Throughout it all, we go beyond surface-level transactions, digging deep to maintain long-lasting relationships with creators based on mutual respect.
We offer the following specific influencer marketing services to our clients:
Influencer vetting and selection
We use a software tool to efficiently and effectively vet potential creators based on specific metrics. We always put ethics and authenticity at the forefront of our influencer marketing services and will ensure all influencers are up to brand standards with extensive vetting.
Our process goes beyond just ensuring that vegan yogis don't promote something like beef jerky. We take a deep look at metrics related to each creator:
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Influencers must fit the profile of the brand’s target audience and serve as great representatives for the brand’s voice. Our software lets us find the perfect influencers to deliver your message to the right people.
Influencer marketing strategy
Once we’ve established goals and messaging and selected our ideal group of influencers, our team crafts a distribution plan. Our step-by-step deliverable shows the strategies and tactics we will use to put your services or products in front of the audience for maximum impact.
Influencer marketing program management
Day-to-day management of influencers is no small feat. Our team handles everything from vetting and selecting personalities that align with your brand to writing briefs, arranging product shipments, reviewing content and processing payments.
Direct influencer communication
We pitch influencers on your behalf, send content briefs and contract agreements, answer questions about your brand, provide feedback and act as a helping hand to take a creator’s post from concept to reality. We maintain open lines of detail-oriented communication, vital to a successful, well-organized influencer marketing program.
Influencer campaign reporting
After every campaign, we measure success using specified metrics and seek out opportunities for future campaigns. Our detailed reports cover post performance, audience sentiment, engagements, clickthrough rates, direct sales and more.
On-site influencer event coordination
If you choose to take your campaign offline and invite influencers to an IRL event, our team is here to manage influencers leading up to the event and the day of. We handle communication, preparation and documentation ahead of time and help them get great content on-site. We aim to keep things running as smoothly as possible so you can focus on hosting a successful event.
Clients can expect the following key benefits from our influencer marketing service:
Increased Brand Trust and Credibility
Audiences seek out influencers to identify with, and they choose to follow influencers based on similar interests and values. If an influencer believes in a brand, their audience is more likely to trust said brand. We make it happen by connecting you with the right influencers.
Influencers are natural content creators; people follow them for their opinions and choices, making it natural and easy to “sell” your product or service without the stigma that comes with a traditional ad or business post on social media.
Traditional word-of-mouth doesn’t have the same effect as it used to because social media has made it easy for consumers to get reviews and recommendations from anyone, anywhere. By working with influencers, brands can expand their base and reach people who may not have heard or considered their offerings before this elevated version of word-of-mouth.
Influencers help brands overcome “ad blindness” by showing audiences content in a native style. Influencers reaching similar demographics and consumers to a brand take the legwork out of targeting and A/B testing because they’re already reaching the right people. We work with you to identify the influencers your target audience is already following to meet them where they are.
Integrated Marketing Plan
Influencer marketing is just one piece of a comprehensive marketing plan and can impact every aspect of a business, from brand awareness to sales. Influencer marketing can and should be paired with other marketing strategies, including digital advertising, lead generation and video, to maximize impact by increasing touch points. We specialize in integrated marketing for a connected world and can provide an ongoing strategy supporting brand advocacy with influencers.