MOTHERSHIP OF WORK

INFLUENCER POWER

by Anni Karjala –

180319 Blogi Header

by Elena Sulin

You’ve heard of them but don’t really know how to work with them. Fret not, you’re not alone! Influencers have changed the way marketing is done in the modern world full of consumers that are blind to billboards and deaf to commercials. What the customer wants instead is a trustworthy recommendation from a third party – not the brand itself. This is where you enter your business.

Build a relationship with the right influencer and you are on your way to their audience. And their audience’s network. The influencer has the ability to:

INCREASE YOUR SOCIAL MEDIA EXPOSURE

DRIVE TRAFFIC TO YOUR SITE

STRAIGHT UP SELL YOUR PRODUCT

(More here: https://blog.kissmetrics.com/guide-to-influencer-targeting/)

But who do you know in this wide web of contacts and who is the person to call first? How does one approach an influencer?

Here are the three big yes do’s and no no no’s of influencer targeting:

DO

Make an effort. Send bids but make it different. And make it personalized. Influencers from bloggers to vloggers are drowning in gifts allocated to no one in particular. Want blogger Sandra Beijer to show her 150,000 weekly visitors your magnificent piece of handmade cheese? Send it on a Saturday when no one else does. She’ll be pleased since you researched her and knew she loves a weekend grilled cheese. She’ll be happy to show the world you did.

Make it authentic. Do not ask an influencer to post a robotic and mindless post on their social media. The followers smell fake from a mile away even if think it’s legit. Remember that neither party will benefit from a post that reeks of sponsorship – not your brand nor the influencer. Allow them to be creative and do what they do best!

Make it work. An influencer should be handled exactly like your own employee; with respect and lots of guidance. Communicate and let them know if things don’t go right. Don’t give up. Plenty of good examples out there of collaborations that have worked. Forget Scott Disick and BooTea Shake.

DON’T

Mess with the law. Tattenhere are published guidelines around for influencer marketing. Check the ones for your operating area. Make sure you and the influencer know the rules around misleading advertising. Not sure you do? Contact the local influencer organisations to avoid “licking the Oreo” or doing the Swedish Kissie.

Mess with the deets. Choose your influencer with care. Decide on KPI’s, CTA’s and all the nitty gritty. Make sure you go through each of them in detail with your influencer of choice. Then make make contracts and sign them. Now you have everything in black and white while hopefully avoiding your fair share of PewDiePie.

Mess with you chosen one. Keep it real and really work with the influencer. They will be your greatest asset to selling, if handled right. They are the expert of their followers, a segment you so clearly need to reach. So treat them as such.

You still can’t understand why you should work with the influencer phenomenon? The trend is going nowhere. Forbes-listed fashion influencer Chiara Ferragni just reached a total of 32,000,000 people. Try again.

In case of urgency, contact your local PR agencies. They have post codes, shoe sizes and phone numbers. And they’re there to help.

BEST WAY TO WORK IS TO ASK. AMAZING COWORKING IN HELSINKI mow.fi.