74% of customers trust social networks to guide purchasing decisions. In 2021, when trust is at peak importance, is your influencer marketing strategy delivering the results you need?
Yet again social media is shaking up your marketing mix for 2021. The latest research shows 86% of marketers used influencer marketing in the last 12 months. But with the changing habits and ever-evolving platform diversification we've seen this year in particular, it's more important than ever to consider your influencer marketing strategy.
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Segmenting influencers into different types will help you prioritize types of influencers to monitor and interact with. It should be a core approach to support your content marketing, SEO and social media marketing.
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If you're new to influencer segmentation, take a look at the below practical infographic from Traackr: The Many Faces of Influence - you may be able to spot some famous US digital marketing commentators there!
You can 'Click to Expand'.
The infographic covers the '3Rs of influencers' to help prioritization, these are:
- Reach (Audience size)
- Resonance (Engagement power with audience)
- Relevance (Contextual fit)
Often it's natural, to start by using Reach, but although many 'A list' influencers may have good reach, they don't offer relevance to your theme or resonance. We find working with 'B/C' list influencers is more practical for this reason.
Remember that Content Marketing is two words - it's not just about creating content, but also marketing it!
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What about the micro-influencers?
As you are looking at this visual, you may have noticed that it's focused on the 'stars' and you may be wondering why they have missed micro-influencers. It's a good question and certainly, we recommend micro-influencers as a key part of influencer strategy.
Since this article was first written in 2015, many services have become available to help connect brands with influencers they can use. For example, OSI Affiliate is a marketplace that positions itself as Affiliate Marketing Software to Empower Your Top Brand Advocates'.