Influencer marketing: aim before you shoot

Influencers are everywhere, and they always have been. Just think of the times you spent on the playground. Some classmates just happened to have a little more say in things than others, didn’t they? And if they wore red sneakers to school, everyone was wearing them the next day. It’s no different in the real world, where influencer marketing is all around us. It’s one of the most successful marketing concepts to date, provided you adopt the right approach.

Why turn to influencer marketing?

In communication and advertising, credibility is key. Your message can only have the desired effect if its content is perceived as true and in line with your brand image. The influence of the messenger you pick out is not to be underestimated either. The more natural the link between your message and the person who communicates it, the greater the impact on your target audience. Carefully chosen influencers are credible messengers who create added value for your communication and increase engagement. They add an extra layer to your brand communications and help you connect with hard-to-reach communities.

Forget Kim Kardashian

If Kim Kardashian wears Gucci leggings on Monday, you can rest assured that Gucci’s sales will go through the roof that very same day, and that on Tuesday, every Kardashian fan will be running around in … Gucci leggings. It’s influencer marketing in its simplest form. And it works. But not for all brands. While macro influencers like Kim and Kanye are the best bet for some, micro influencers prove more useful for others. Each sector has its strong-voiced experts and opinion makers who aren’t world-famous, yet still have a great deal of leverage with their network. Thanks to their authenticity and expertise, micro influencers have more impact on your target group than all the Justin Biebers in the world combined.

Please, do not disturb

A successful influencer marketing campaign takes time, and your story has to be air-tight. It all begins with influencer mapping. After carrying out a thorough analysis of the target audience, we determine which influencers are the best fit for your brand. We also make a point of developing strong storylines and linking them to the right objectives (KPIs). Influencer marketing, after all, is closely tied to your other communication efforts. It is, in other words, an integral part of your content marketing.