As of August 2017, 70% of Australians were on Facebook alone. As the number of social media users continues to grow, it becomes increasingly difficult to ensure that your posts show up in your customers’ feeds.
This is one of the primary reasons that influencer marketing is gaining in popularity, and Salesforce Social Studio is revolutionizing the way it’s done.
What is Influencer Marketing?
In its simplest terms, influencer marketing involves establishing a relationship with the people who have the power to create visibility for your brand. Examples include Instagram celebrities, niche bloggers, and leaders of popular Facebook groups.
Building rapport with these individuals may eventually lead to you being able to connect with their entire fan base. A successful influencer marketing campaign occurs when the influencer agrees to endorse your brand and/or create and share content promoting your products or services.
Benefits of Influencer Marketing
Due to the extreme amount of advertising consumers are exposed to on a daily basis, have become skeptical and wary of traditional marketing efforts. Potential customers are now far more likely to trust third-party recommendations. Brands that fail to jump on the influencer marketing bandwagon are destined to be left behind.
Developing Your Influencer Marketing Plan: A 4 Step Process
Successfully developing an influencer marketing plan requires some planning and research. Following these four primary steps will help to get you started.
Identify Your Influencers
Don’t make the mistake of focusing purely on the big players in your industry. Do some research and make a solid list of your potential candidates. Check out “top to watch” lists relevant to your industry and bloggers who have established themselves as industry thought leaders.
Other options might include:
· Social media experts
· Popular YouTube users
Don’t underestimate the power of getting to know your customers. Pay attention to what kind of music they listen to, who they are following on social media, and where they spend their free time.
Monitor Their Activity
Once you’ve created your influencer list, it’s time to start following their activity. You want to get a good feel for how they are communicating, the type of content they are sharing, and how they engage with their audience.
Establish a Relationship
The number one thing you do NOT want to do is reach out to influencers and ask them to promote your brand. Not only is this tacky, it’s not going to be effective. Industry influencers likely get requests like this all the time, and will initially have zero motivation to work with you.
Instead, familiarize yourself with their message and start promoting it on your platforms. Mention them in your blog posts, give them retweets, and share content on Facebook with links back to their platforms. Engage with them and their audience by posting non-sales-related comments and feedback.
Take the Next Step
If you really want to engage your influencer, make your next step a big one. Invite him or her to participate in a podcast, interview, or live event. This will give you a subtle endorsement and possibly create a long-term collaboration. Win-win.
Remember that this is an ongoing effort. Keep your contact up to date as your brand evolves. Be generous with free trials, giveaways, and sneak-peeks of upcoming news.
Other Engagement Ideas
The options for engaging a social influencer are almost limitless. Consider the following:
· Snapchat or Facebook Live videos of the influencer using your product
· product giveaways, and free trials
· Forums and communities
· Guest-post swapping
Revolutionize Your Marketing Using Salesforce Social Studio
Salesforce Social Studio is the ideal system for automating your influencer marketing strategy. Here’s how:
Conversation analysis simply involves listening to what your fans and industry peers have to say. Salesforce Social Studio gathers feedback from your sales campaigns, marketing efforts, and customer services interactions. It allows you to follow all comments on your social media posts and take notice of any mentions of your brand.
The software uses this information to create an analysis of customer sentiment that can be used to direct your marketing strategies. It also allows you to easily identify users who frequently post about your industry and accounts with high viewer engagement. These are your potential influencers.
Even the best social media account is virtually worthless if it doesn’t engage your audience. Salesforce Social Studio simplifies this process by allowing you to assign administrative roles within your company and engage in all of your social media platforms using a single access point.
Easily recognize when services issues are brought up via social media. Use Social Studio to open and monitor cases and ensure proper resolution. You can even connect your customer relationship management (CRM) software to log customer comments and posts.
Social Media Publication
Social Studio workspaces allow you to collaborate on social media posting. Stock photos and trending topics make it easy to create engaging content and publish across multiple social media channels from a central location. Content can be scheduled ahead of time and pre-approved before going live.
Intelligent reporting helps you analyze post-performance, and built-in social advertising allows you to reach new customers by boosting your highest-performing posts.
A centralized Marketing Command Center allows you to monitor the results of all your marketing and social media activities, in one central location.
Thanks to social media algorithms, it’s harder than ever to reach the top of your prospects’ social media feeds. It’s nearly impossible to manually track all of the metrics needed to make the most of your social media presence.
At Blirt, our goal is to revolutionize the social media marketing experience. Contact us today to learn how we can help you take your business to the next level.