The Power of Influencer Marketing

Influencer marketing is a real phenomenon that is on the rise, and will become a staple of marketing strategies in the coming years.

In the age of social, we’re more in touch with celebrities, bloggers and thought leaders on a daily basis than ever before, following them on Instagram, Snapchat and other social platforms.  We can see their life in real time, we know what they had for dinner, the parties they are at and peek at their holiday snaps.

In the same way TripAdvisor reviews have always worked to influence purchase decisions, we trust the views of real people.  Some of the biggest influencers have millions of followers, and they’re all poised to purchase the latest ‘must have’ item that is recommended to them.  If Jennifer Aniston finally spills on the conditioner she uses, I’m bulk buying.

The influencer has already built trust with their audience, and you can leverage this for your business:  

1. Start With Research
You can just do a good ol’ search in Instagram to find influencers who would be a good match for your business.  You can also use sites like Hypr to find the best fit for you, but make sure you check the accounts are genuine and trustworthy.

It’s not hard for someone to build a fake following, so it’s something to watch for when approaching influencers.  There are various tools you can use to check for spikes in user growth and low engagement rates which flags the account as fake – drop us a message if you need help with this.

2. Get in Touch With Them
Once you have your list of influencers, try emailing them on the contact info in their Instagram bio.  Some will have contact details for their agents, but if you don’t hear back within a couple of days, try a DM on Instagram that cuts straight to the point so it isn’t missed.  Sending something like ‘do you sell shoutouts’ should do it – this way it will stand out in the message previews.

3. Negotiate a Price
Sometimes influencers aren’t willing to negotiate on the price, however, try to squeeze as much as you can out of the deal.  For example you could negotiate a post, an Instagram story feature and a bio link for a set amount of time.  Make sure you get that bio link if you can, as you can’t add a link to a post shoutout, you’ll only get a tag to your page. 

All influencers have a different pricing structure, so make sure you contact a few in your niche before you settle on a deal.  Some will have a higher value to your business than others, only you can be the judge of this.  Also don’t be afraid to ask smaller influencers for free shoutouts – you could offer something in return, for example a share to your pages.

4. The Campaign
Make sure you really think about your audience’s expectations and the path they will follow after seeing the influencer’s ad.  For example, if they are promoting a weekend sale, make sure you keep that urgency on the sale page you link to with a countdown clock.

Also, have Facebook/Instagram remarketing ads in place to keep the momentum going once they’ve clicked through.  It’s also worth having some related Adwords keywords running, as people may Google to find you in the days around the campaign.  Offer a great deal where you can, for example free shipping – get them to purchase once, and you’ll make the shipping cost back on future purchases.

Video is a great format for influencer marketing.  If you can get the influencer on screen with your product, it can go viral.  You can also (with their permission) share that content to your own pages to further increase credibility.  One of the biggest influencers in the UK on Instagram at present is Gemma Collins from The Only Way is Essex – take a look at her feed for examples of collaborations with Boohoo and Boombod, plus many more! 💰💰💰

The power of celebrity brand backing may be seen as a big expense, but it can have a huge impact on your business.  If you have any doubt in the power they have, Kim Kardashian has helped a woman get released from prison this week with a campaign that started as a simple shared Tweet!!  Appeals were previously rejected in the White House and have dragged on for years, but Kim’s involvement has really demonstrated how much clout influencers can have.

The barriers between influencers and their followers are lower than ever – find the right one to help promote your business and the results can be phenomenal.

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Build Your Own FREE Chatbot in 10 Minutes!

With over 1.3 BILLION users on Facebook Messenger, it’s no wonder chatbots are SO hot right now.

You can use chatbots to build relationships with your existing customers, handle queries automatically, even sell to a new audience – all without any technical experience!

And if you’re not already convinced…

80% of adults and 91% of teens use messaging apps every day

53% of people are more likely to shop with a business they can message

56% of people would rather message than call customer service

Creating your own chatbot is not as tough as you may think.  You don’t need to spend thousands on development, there are some great apps that make it simple for you, and some are free!

We love ManyChat as it’s so easy to use…and it’s free.  It has a really simple drag and drop interface, so you can add images, videos, text and more in seconds.  There are many other options you can check out including ChatFuel, but ManyChat is one of the most popular because it’s so easy to use.

Another great thing is you can integrate it with your website.  You’ll notice on the site, we have a messenger widget in the bottom corner (feel free to send a test message to see how it works!)

Most of our enquiries happen overnight, when people have time to get in touch, but we’re not available to chat.  The great thing about having the bot in place is that it ‘speaks’ to the customer on your behalf, asking questions and responding to answers based on how you’ve set the bot up.

The response rates are great too as it’s so fast – here is an example with a 48% click rate from the ‘thanks for sending a message’ rate alone.  Thank you emails get nowhere near this response rate in comparison.

Chatbot Response Rate

So how does it work?

The best thing to do is to map out on paper what end result you want to achieve, and the different paths to get there.

As an example, when people message Marketing4Everyone, they will usually be looking for advice to then manage ads themselves, so our free tutorials will appeal to them, or they’ll be enquiring about us managing their ads, so our free strategy call would work better.  Our chatbot flow then asks them various questions to match them to the 2 different services, and automatically responds to each answer they give instantly.

Chatbot Flow
The tool makes it really easy to add different elements into the chat flow – we like to add videos too (as you can see above that got a 70% click-through rate!)

The conversation doesn’t stop there either.  You can drop people into different ‘sequences’, setting up automated messages that send every few days to keep the conversation going.  Your chatbot is doing all the hard work for you, following up on leads and keeping that credibility building as more automated messages are sent each week.

Why is a chatbot better than email marketing?  Well how many messenger notifications do you leave unread?  The open rate is HUGE!  Email in comparison can be 10% opened, and then only 20% of those going on to click.

If you’d like help building a chatbot, syncing it with your website, or anything else, click here to request a callback (or why not use our messenger chat on the right) 😉

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