In any marketing campaign, the marketing mix is as important as the messaging itself. Today, influencer marketing is becoming an essential element to your marketing mix. Influencer marketing places focus on influential people rather than the target market as a whole. The identified influencers have influence over your potential customers and their purchasing decisions.
There are three main groups you need to focus on in Influencer marketing:
Influencer — An individual who because of his/her knowledge, position, authority or relationship with his/her audience is considered a mega- or macro-influencer. This individual has a following in an area of the brand you are promoting, and followers stay engaged with the influencer on social media. An influencer has between 100,000 and one million followers.
Micro-influencer — An individual who has a follower count of 1,000 – 100,000 on a specific social media channel around a certain niche market or topic and is considered an industry expert or topic specialist.
Nano-influencer — A relatively new breed of influencer who has less than 1,000 followers but has influence within their community.
Influencers (Mega or Macro) may be celebrities or well-known CEO’s or highly visible individuals who use and help market a product or brand. (Think about George Clooney’s commercials for Nexpresso, Matthew McConaughey for Lincoln Motor Company or Jennifer Garner for Capital One credit cards.)
Influencers at any level can be everyday people who just happen to have a large following to their social media feeds about a product or brand. Their audience trusts and believes they are an authority on the product or brand and will make purchasing decisions based on the influencer’s recommendations and beliefs.
In Influencer Marketing, it is extremely important to have a well thought out, well-planned strategic approach that has clearly defined objectives and a high level of transparency.