Influencer MK Ting 2021

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INFLUENCER MARKETING
 SOME STATISTICS
o When it comes to millennials, only 1% of them trust advertisements. However,
33% of them trust blog reviews for their purchases. (Forbes.com)
o Around 40% of people reported that they purchased a product online after seeing it
used by an influencer on YouTube, Instagram, or Twitter. (adweek.com)
o 71% of influencers believe that it’s an honest and authentic voice that keeps their
audience engaged. (tapinfluencer.com)
o According to a study by Tomoson, influencer marketing yields a $6.50 return on
investment for every dollar spent. (tomoson.com)
Have you heard of media fasting? It is when one takes a break from online and social media for a
while. This has several benefits such as it helps you feel good about yourself and your
accomplishments, it can help enhance your creative side, it allows you to reprioritize, gives
opportunity to spend more face-to-face time with the people you love and you will learn to be in
the moment and actually experience life
The question is, when the online world is already talking about media fasting, how should brands
ensure that their promotion gets the desired exposure and eye balls? Perhaps getting social media
influencers to talk about and promote your brand is the answer.
 Types of Influencer Campaigns

o Discount Codes
o Promo codes or discount codes help brands to track subsequent purchases. After
their first purchase, a customer is likelier to go directly to the business’s site than
to go back and click through on the link from the influencer's original social post.
However, they'll remember that promo code and use it again to score the discount.
Hence, this is beneficial in two ways. The influencer promotes the brand and
increases recall and in turn the website of the business gains increased exposure.
o Affiliate Marketing
o Affiliate marketing uses links to bring audiences directly to the brand's site -
making lead generation the focus. Influencer marketing focuses more on brand
exposure. ... That being said, affiliate marketing still provides some brand exposure
in the same manner that influencer marketing is able to generate some leads. Today
many influencers are also effective affiliate marketers for brands.
o Competitions and Giveaways
o Engagement Instructions – Tag friends, like posts, create content, Signup.
o Drawing interest from diverse groups of people and compelling audiences to
interact with branded content and messaging in a unique way, giveaways are
Teaching Note prepared by Dr. Bijal Mehta - Associate Professor / course faculty for the course on Digital Marketing. This document is
meant for use by students of Digital Marketing course at AMSOM, Ahmedabad University Monsoon 2020.
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capable of providing a lot of value to brands, and involving influencers in giveaway

efforts has the power to spread the message farther and wider with an impactful
sense of authenticity.
 Six types of influencers

o Mega – More famous than influential
o Macro - podcasters, vloggers, social media stars, and influential bloggers. Their
audience size would normally be between 100,000 and a million followers.
o Micro – When you want to move from awareness to more tactful execution and
results. audience ranges from 1,000 to 100,000 followers. More motivated to
promote within a niche
o Advocates – special category influencers. For eg. On parenting on education on
body positivity on living the simple life on spirituality etc
o Referrers - someone that drives people to your website, place of business, or online
profiles, with a solid and trusted recommendation for your product or service.
WordPress has the highest referrers for blogging.
o Loyalists - followers, customers, fans, etc., that have moved all the way along the
influence marketing sales funnel, from the awareness that Mega can drive, to being
with your brand through thick and thin. Built from consistent support from, and
involvement with, your brand. These are people that have grown with you, and
supported you, and bought into your message completely. Basically Your Tribe !
 Influencer Marketing Strategy
Influencer marketing is a strategy that identifies people who have a strong influence on a
brand’s industry or target audience. In an influencer marketing strategy, a brand forms a
partnership with the influencer wherein the influencer agrees to expose their audience to
the brand’s messaging or content. When deciding on which influencers to approach for a
brand , the following aspects should be through about and questions should be answered.
o What are your goals and KPIs? Following are some suggestions.
o Brand Awareness: Getting more people to know, recognize, and like your brand.
o Building Brand Identity: Getting people to see your brand personality and values.
o Audience Building: Getting more people to follow and subscribe.
o Engagement: Getting more shares, comments, and likes for your content.
o Lead Generation: Getting more people to sign up for your lead magnets and offers.
o Sales: Getting more people to purchase your products/services.
o Customer Loyalty: Getting people to stay interested and connected with your brand.
o Link Building: Getting more links directed back to your site.
o Expand your reach beyond Instagram
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o Where (all) is your target audience? Its not only about Instagram anymore.
Influencers are “online influencers” not only “insta influencers”.
o How do you compensate your influencers?
o Gifting: Giving free products and services to an influencer in exchange for a review
or mention.
o Guest Posting: Creating and contributing content for an influencer’s blog.
o Sponsored Content: Paying for your brand to be featured on an influencer’s blog or
social channel. You may or may not create the content for the post.
o Co-Creating Content: Partnering with an influencer to create content that is featured
on your website, their website, or a third-party website.
o Social Media Mentions: Getting a social media marketing strategy going with a
personality or brand to mention your brand, share your content, or post about you.
o Contests and Giveaways: Running a contest and asking an influencer to share your
giveaway event with their followers or readers.
o Influencer Takeover: Allowing an influencer to take control of your social media
accounts for a set amount of time.
o Affiliates: Providing a unique code that gives influencers a percentage of each sale
they drive.
o Discount Codes: Giving an influencer a unique discount code for your product or
service that they can promote and offer to their audience.
o Brand Ambassadors: Forming relationships with loyal brand fans wherein they
mention or promote your brand, products, and services in exchange for exclusive
offers, free products, or being featured by your brand.
 What type of an influencer to choose?

o Influencers who use video
o Transparent and clear
o Content creators instead of ad creators
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 Building Relations with your “Insiders” – Influencers become part of your team.
Links for reference:
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 https://www.bigcommerce.com/blog/influencer-marketing/#how-to-build-your-influencer-
strategy
 https://hbr.org/2019/04/how-brands-can-build-successful-relationships-with-influencers
 https://hbswk.hbs.edu/item/lipstick-tips-how-influencers-are-making-over-beauty-
marketing
 https://www.youtube.com/watch?v=jZx15RvhFkE – How to Find Influencers for your
brand
 https://www.youtube.com/watch?v=-WVC_0hxmOs – Top 10 Instagram Influencers 2020
 https://www.bigcommerce.com/blog/influencer-marketing/#how-to-build-your-
influencer-strategy
 https://hbr.org/2019/04/how-brands-can-build-successful-relationships-with-influencers
 https://hbswk.hbs.edu/item/lipstick-tips-how-influencers-are-making-over-beauty-
marketing
END OF TEACHING NOTE ON INFLUENCER MARKETING

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 Types of Influencer Campaigns

capable of providing a lot of value to brands, and involving influencers in giveaway

 Six types of influencers

 Influencer Marketing Strategy

 What type of an influencer to choose?

Links for reference:

END OF TEACHING NOTE ON INFLUENCER MARKETING

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