Influencer Marketing is still kind of the new kid on the block when it comes to advertising. Your company can pay a social media “influencer” or blogger (like me!) to promote their brand or location for you. As a consumer, I get most of my inspiration from an online platform. For decorating inspiration I typically head to Pinterest (which really leads you to blogs), and I usually discover restaurants or local stores I want to go try from Instagram. Based on my own habits as a consumer and also as a store owner myself, I can tell you I’m very confident that Influencer Marketing “works”! The real question is how can you make sure it is going to work before you allocate some of your budget to this outlet. Here are a few common questions I hear about this topic, along with some of the advice I usually give before partnering with a brand to help make our collaboration as successful as possible!
What guarantee do I have that working with an influencer will work?
Short answer: just like with any form of traditional marketing, there are never guarantees about sales or visits to your website.
You can’t put an ad in a magazine and guarantee you’ll sell out of your website inventory, right? The biggest benefit of most forms of marketing is reach/circulation/brand awareness. Just like circulation is the number you would focus on before deciding to advertise in a magazine, and viewership is what you would care about before paying to go on a local TV segment, I think the biggest guarantee with Instagram promotion is the reach per post. 20,000 followers doesn’t mean that many people see all of my posts. An Instagram post for me can get anywhere from 3k-over 20k unique views for an Instagram post and 1-2k views for Instagram stories. The average unique reach of my last 10 Instagram posts is 6,300.
Another “guarantee” with Influencer Marketing is often that you will get professional photos for your own social media use. Hiring a professional photographer is usually anywhere from $150 for about 30 minutes to possibly thousands of dollars for a full editorial shoot, so it’s a great added value to get that high quality content for your brand.
Ok, so there are no guarantees, but how do I make sure I get the best possible return?
Give a discount. Offer a unique discount code for the blogger so you can track how many sales they brought to the table (I recommend at least 20% off with a short term expiration date).
Repetition. From selling my own products on my platform as well as promoting other brands, I can say the most success comes with repetition. When I’ve done a series of 3 posts instead of a one off, that’s when companies tell me they see the most sales. I’ve noticed the same when I’ve promoted a new product or one of my workshops the 2nd or 3rd time.
Find the right influencer fit. Do not be blinded by shiny objects like follower count! Sure, hiring Kim Kardashian to post for you (for about a quarter million dollars btw) could help you get Internet Famous. Well, what if you are a Charleston based restaurant? You might actually see more real customers come through your doors if you team up with someone who instead has mostly Charleston followers. Therefore, it’s important to make sure you find an influencer who: is in the same location as you or the same genre. A beauty blogger will probably get more people into your spa than a food blogger, and if you have a store/restaurant/physical location you need to find someone with the majority of their followers also in that area. The only exception I can think of is when it comes to hotels/lodging, because anyone from anywhere could want to travel based on a blogger recommendation. Personally, I’ve added several places to my own bucket list after being introduced to them by gals like Hot Pink Pineapples and Palm Beach Lately! Also make sure you like their: captions, aesthetic, content, personality, etc.
Be Your Own Influencer First!
Sometime sales are not your main marketing goal; perhaps you are hoping to get a boost in your own Instagram followers. If that’s the case, this simply isn’t going to happen if your Instagram isn’t pretty awesome! Therefore, I’ll often encourage brands to invest in my Instagram Growth Workshop instead of hiring me to promote them. I want them to get follower growth if that is their goal, but when someone clicks over to their page it has to good at first glance in order for someone want to follow along. Someone will decide in a few seconds if they want to follow, largely baed on the overall aesthetic and content you have to offer.
Is Influencer Marketing Better Than “Traditional” Marketing?
I am certainly not trying to knock print advertising, advertising on TV, etc.! I have a local TV segment, so I am confident that is effective, and the times our store has been featured in local magazines we have always seen new customers. I certainly appreciate and welcome any and all press for our brick and mortar store! However, there are a couple of reasons we’ve chosen to primarily utilize our marketing budget for influencer marketing. 1) Influencers have brought us new Instagram followers that are now ours to “keep” and continue to see what we’re doing over and over. 2) As I mentioned before, photography is expensive! We only invest in about 1 photo shoot a quarter, so teaming up with bloggers usually means we get access to new content to share on our social accounts in the interim.
Let’s recap! When it comes to influencer marketing, it’s super important that you:
-know your goals
-find the right influencer for your brand
-set yourself up for success by having a way to measure your ROI or ask for the stats after the campaign is finished
Also, don’t be afraid to ask for more info up front. It’s perfectly fine to request a screenshot of their follower demographic, or ask to hear about their previous campaigns. As a business owner, I have invested in influencers by gifting product to bloggers. Sometimes it brought me sales and other times it didn’t, but I always made sure I got something out of it. If you’re like me, you may not have a large advertising budget to work with. I really want you to get the most bang for your buck, so always feel free to DM me at @CharlestonWeekender or email me (CharlestonWeekender@Gmail.com) if you have any other questions about all of this!
all images by Elizabeth Burgi Photography