If you’re a business owner, you can’t afford to be unaware of the power and importance of influencer marketing. With the right social media strategy, you can use influencers to guide your brand toward increased visibility, stronger customer relationships, and more conversions. This article explores five tactics for building ultimate brand awareness and why it pays to invest in influencers.
Influencer marketing involves leveraging their power to create content about a brand, product, or service. This will help build awareness and trust in the eyes of customers. Additionally, influencers can be great advocates. Many customers are more likely to trust and make purchasing decisions based on recommendations from someone they follow than from a company alone. That being said, investing in suitable influencers who align with your values and target audience is crucial.
Whether you’re running a brand awareness campaign or introducing a new product, you must take steps to align your brand and influencers properly:
Finding the right influencers to work with can be challenging, but there are tricks you can use to ensure you find the right people for your project. It’s essential to account for their reach, engagement rate, audience demographics, and content style.
Consider a candidate’s personality and how it fits with your brand’s culture. Then, vet each potential partner by reading through their social media accounts and previous campaigns before moving forward. This ensures you don’t choose someone who could harm your reputation and brand equity or alienate parts of your target market.
While there’s no denying the importance of influencer marketing, not all influencers have the same impact—and more followers isn’t always best. Millions of followers that don’t align with your brand aren’t as beneficial as a smaller following with interest in your product or service.
There are many types to choose from:
- Celebrity Influencers: High-profile personalities with a large and engaged following
- Micro-Influencers: Individuals with a committed, niche audience
- Nano-Influencers: Connected with a few thousand followers and highly influential within their niche
- Macro-Influencers: Popular individuals with an audience that can reach the tens or hundreds of thousands and even millions
- Blogger Influencers: Professional bloggers or online media creators who focus on specific topics to engage readers
- Video Influencers: Creators who use video content to share their message
- Visual Influencers: Artists, designers, or photographers that specialize in creating visuals, videos, or graphics to promote brands
- Advocacy/Cause Influencers: People passionate about a cause they are advocating for on social media platforms
- Industry Experts and Thought Leaders: Professionals with expertise and knowledge in a particular industry
Once you have identified potential partners for your campaign, it’s time to establish strong relationships with them so you can get started on creating content together. Be sure to provide clear guidelines upfront about what success looks like so that both parties know what goals they are working towards.
To demonstrate good will and motivate their commitment, consider offering incentives such as monetary compensation or free products. It’s also a good idea to create an agreement outlining what each party is responsible for and any expectations they have agreed upon before beginning the project. Not only does this prevent any confusion between your brand and influencers, it allows both parties peace of mind knowing exactly what is expected of them throughout the project lifecycle.
Social media platforms are critical brand awareness tools when leveraging influencers, since this is where they post most of their content (and where much of your target audience hangs out). Different platforms offer varying levels of engagement, so before beginning any campaigns, consider which social networks suit who you want to target.
Go over which formats, like videos or stories, are most effective for driving interactions. You should also consider strategies such as hashtags or partnering with relevant accounts. It is crucial you conduct research to ensure you get maximum return on investment.
Creating engaging content ideas should be at the core of any successful influencer campaign. After all, if consumers aren’t interested in what you’re sharing, then there will be little ROI on the project, highlighting the importance of influencer marketing and choosing the right partner. As such, brainstorming creative new ways of presenting information about products or services should always be on top of your priority list when coming up with a campaign strategy.
Think outside the box by considering different formats, such as television interviews, print media tutorials or DIY projects, radio or podcast reviews, and testimonials—additionally, experiment with different approaches like user-generated content versus sponsored posts. Doing so provides insights into which types of brand awareness tools and strategies prove most effective in driving engagement & ultimately increasing brand awareness.
Brand awareness is essential for any business looking to expand its reach. Companies of all sizes can benefit from engaging with influencers on social media and other platforms. By leveraging their combined reach, organizations can gain valuable exposure that helps to increase their brand recognition and loyalty. With increased visibility and levels of brand awareness come more leads, as well as better relationships with existing customers. Businesses also become more distinct from competitors, leading to even higher sales and profitability. Finally, companies can create a memorable experience for their target audience that ensures they recall the brand when making future purchases or searching for products online.
As a public relations firm focused on delivering top-tier media placement for nearly 30 years, we understand the growing importance of influencer marketing in the increasingly digital world. Our team knows how to use influencers as a marketing tool that delivers all the benefits of brand awareness.
Reach out to Bender today to schedule a complimentary consultation with our founder, Stacy Bender, to discuss why brand awareness is important to your business and how we can develop a strategic plan.
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The Bender Group is a boutique public relations firm that combines the strongest elements of traditional PR with innovative techniques to consistently secure top-tier media placement for our clients.