{"id":3862,"date":"2023-07-07T05:18:07","date_gmt":"2023-07-07T09:18:07","guid":{"rendered":"https:\/\/www.fuelm.com\/?p=3862"},"modified":"2023-07-07T05:22:08","modified_gmt":"2023-07-07T09:22:08","slug":"is-influencer-marketing-right-for-you","status":"publish","type":"post","link":"https:\/\/www.fuelm.com\/insights\/is-influencer-marketing-right-for-you\/","title":{"rendered":"Is Influencer Marketing Right For You?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3862\" class=\"elementor elementor-3862\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6ecfb294 elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"6ecfb294\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-7b7f58da\" data-id=\"7b7f58da\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3f1c0ae9 elementor-widget elementor-widget-heading\" data-id=\"3f1c0ae9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 11-03-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><span class=\"elementor-heading-title elementor-size-default\">INSIGHTS | <span>Digital Marketing<\/span><\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f051a06 elementor-widget elementor-widget-heading\" data-id=\"6f051a06\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Is Influencer Marketing Right For You?<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-48998c8 elementor-widget elementor-widget-heading\" data-id=\"48998c8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">The concept of \u2018Influencer Marketing\u2019 has been a buzzword among sales and marketing professionals for several years now. <\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4ffb0939\" data-id=\"4ffb0939\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-420678c6 elementor-section-height-min-height elementor-section-full_width elementor-section-height-default elementor-section-items-middle\" data-id=\"420678c6\" data-element_type=\"section\" id=\"hero-bg\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-47f154a0\" data-id=\"47f154a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-5cf73d0f h-600\" data-id=\"5cf73d0f\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-61dd68e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"61dd68e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7b1b26e\" data-id=\"7b1b26e\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-aa0cb0d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"aa0cb0d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-b4693b4\" data-id=\"b4693b4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-49256d1 elementor-widget elementor-widget-text-editor\" data-id=\"49256d1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 11-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">What do we mean by Influencer Marketing? It is a marketing program that uses endorsements and product mentions from so-called \u2018Influencers\u2019 who are individuals who have a large and dedicated social media following and are viewed as experts within their niche.<\/span><\/p><p><span style=\"font-weight: 400;\">This type of marketing is seen as effective because people who follow someone on social media usually do so because they trust that person and believe what they say.<\/span><\/p><p><span style=\"font-weight: 400;\">So, for example, let\u2019s say a used car dealership (Joe\u2019s Excellent Cars, Inc) calls upon a well known and popular outfielder for the Boston Red Sox who has large followings on Facebook, Twitter and Tik-Tok, and gets him to post messages like \u201cWhenever I need a new car, I always go to Joe\u2019s.\u201d\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In theory, a certain percentage of the outfielder\u2019s social media followers will visit Joe\u2019s Excellent Cars and some will buy \u2026 all on the strength of the outfielder\u2019s popularity and reputation, that is, his <\/span><i><span style=\"font-weight: 400;\">influence<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">Now for the nuts and bolts.\u00a0 There are different tiers of influencers, and a business owner needs to know which one best fits his particular business.<\/span><\/p><p><b>Mega or celebrity<\/b><span style=\"font-weight: 400;\"> influencers have massive followings and usually include famous actors, musicians, athletes and other public figures. They can certainly attract attention to your brand, but they usually come at a steep price. And because they are followed by a mass-market type of audience, tracking engagement rates may be difficult.<\/span><\/p><p><b>Macro-influencers<\/b><span style=\"font-weight: 400;\"> have gained their reputations through consistent content creation and engagement over time. They are considered thought-leaders and established personalities. They offer a more targeted approach to their followers, who share common interests, like your brand, but can still be costly to hire.<\/span><\/p><p><b>Micro-influencers<\/b><span style=\"font-weight: 400;\"> are the current stars of Influencer Marketing. With up to 100,000 followers, these influencers typically have a strong presence on social media platforms, and have a passionate niche audience who never miss their content posts, recommendations and interactions.\u00a0 The micros can deliver a 60% higher engagement rate and 20% more conversions.\u00a0<\/span><\/p><p><b>Nano-influencers<\/b><span style=\"font-weight: 400;\"> usually have less than 10,000 active followers, but can be excellent marketing partners as they represent target specific communities and are far less expensive to hire.\u00a0<\/span><\/p><p><b>How to get started<\/b><\/p><p><span style=\"font-weight: 400;\">Like any other kind of marketing, the first step is to set goals. What do you want to accomplish, what are your key performance indicators and how will you judge results?<\/span><\/p><p><span style=\"font-weight: 400;\">Next, determine your audience. You know your customers: who they are, what they like, what they typically respond to. Research the social media platforms your customers like to use. Determine what problems or needs they have that your company can address.<\/span><\/p><p><span style=\"font-weight: 400;\">Create a budget.\u00a0 You need to know how much you can spend to get an influencer working on your behalf, and your budget will help you determine which tier of influencer you need.<\/span><\/p><p><span style=\"font-weight: 400;\">Find the right influencer.\u00a0 Look at the influencers themselves and look at their fans and followers\u2013are they a good fit for your brand? Then reach out and begin negotiations on the form of the deal: an upfront fee? Commissions on sales generated? Monthly retainer in return for a certain number of posts?<\/span><\/p><p><span style=\"font-weight: 400;\">And finally, have a method to track metrics and optimize your strategy.<\/span><\/p><p><b>What to look out for<\/b><\/p><p><span style=\"font-weight: 400;\">Influencer Marketing requires a high level of trust between a brand and the influencer. Although influencers usually sign legal contracts, their image and reputation can come into play and adversely affect your campaign.<\/span><\/p><p><span style=\"font-weight: 400;\">By now, everyone is aware of the controversial Bud Light influencer promotion with Dylan Mulvaney, a trans-woman who had a big following with her \u2018365 Days to Be a Girl\u2019 posts. Even though Bud Light did a very small influencer campaign with Mulvaney, it created a huge blowback from regular Bud Light customers. The brand \u2013 which was the top-selling beer in the USA\u2013 saw its sales crater nearly 30% in three months, and the company\u2019s own stock price has dropped.<\/span><\/p><p><span style=\"font-weight: 400;\">In retrospect, it\u2019s evident that influencer was not the best choice for that brand.<\/span><\/p><p><i><span style=\"font-weight: 400;\">Beware of fake followers.\u00a0 <\/span><\/i><span style=\"font-weight: 400;\">In researching a potential influencer, you can research their followers on various social media platforms. But be careful: many social media followers are actually \u2018bots\u2019 and other fakes. There are tools out there to help research social media followings to determine how many are real.<\/span><\/p><p><span style=\"font-weight: 400;\">Still, whether your brand is marketing to consumers or other businesses, the idea of using an effective influencer can result in excellent engagement and sales. Make a plan, do the research and keep close watch on the results.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-08f2402 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"08f2402\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-1631a60\" data-id=\"1631a60\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8c0addd elementor-share-buttons--view-icon elementor-share-buttons--skin-minimal elementor-share-buttons--shape-circle elementor-share-buttons--align-center elementor-share-buttons--color-custom elementor-grid-0 elementor-widget elementor-widget-share-buttons\" data-id=\"8c0addd\" data-element_type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/www.fuelm.com\/wp-content\/plugins\/elementor-pro\/assets\/css\/widget-share-buttons.min.css\">\t\t<div class=\"elementor-grid\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"elementor-share-btn elementor-share-btn_facebook\"\n\t\t\t\t\t\t\trole=\"button\"\n\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\taria-label=\"Share on facebook\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"elementor-share-btn elementor-share-btn_twitter\"\n\t\t\t\t\t\t\trole=\"button\"\n\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\taria-label=\"Share on twitter\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-twitter\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"elementor-share-btn elementor-share-btn_linkedin\"\n\t\t\t\t\t\t\trole=\"button\"\n\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\taria-label=\"Share on linkedin\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"elementor-share-btn elementor-share-btn_email\"\n\t\t\t\t\t\t\trole=\"button\"\n\t\t\t\t\t\t\ttabindex=\"0\"\n\t\t\t\t\t\t\taria-label=\"Share on email\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fas fa-envelope\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>What do we mean by Influencer Marketing? It is a marketing program that uses endorsements [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3864,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[17],"tags":[29],"acf":[],"_links":{"self":[{"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/posts\/3862"}],"collection":[{"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/comments?post=3862"}],"version-history":[{"count":5,"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/posts\/3862\/revisions"}],"predecessor-version":[{"id":3868,"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/posts\/3862\/revisions\/3868"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/media\/3864"}],"wp:attachment":[{"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/media?parent=3862"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/categories?post=3862"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fuelm.com\/wp-json\/wp\/v2\/tags?post=3862"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}