Influencer Marketing – Wow! For real? The word “influencer” is not a modern invention of marketing, but a business model that has worked for thousands of years, also known as “recommendation marketing”. A recommendation means that people
(with influence) affect other persons, by positive opinion. Persons who receive the recommendation will usually stick to it as well, once they are ready to buy. Many people also know the term “ambassador”, which represents a brand opposite to customers.
Influencer and Ambassador – Brand Representatives and Product Placement
Influencers can have positive but also negative effects on brands:
- Make an opinion: First Mover
Wishes and needs for the first time
- Opinion: recommendation marketing
Wishes and needs
- Disagree: Negative Marketing
Negation of products and brands
Nevertheless, you should discover the effectiveness of Influencer Marketing! Later in the Influencer Marketing Wiki.
What marketing strategies does an influencer pursue?
Influencer or Ambassador (brand ambassadors) represent companies, products and brands. Whether it’s fitness shake, food supplements or new fashion collections of established companies. As an influencer one integrates strongly with the represented brands in its own daily life and actually integrates it into its own life. Especially bloggers, ambassodors and influencers attach great importance to authenticity. That is why just as much importance is attached to the fact that you can really identify with the advertised brand. This makes the advertising impact for companies by influencers and brand ambassadors so great and unique when they work together. Because the advertising is not “crass” placed, that is as striking as an advertising poster, it is only a part of the life. If, for example, we have a camera manufacturer, the latter can very well place new lenses with a top photographer. It stands for quality and will only recommend lenses, which at best correspond to their own quality standards. Here we return to the absolute authenticity of the influencer. Through the close connection to the fans and followers increases the obligation of the honest communication. Especially as influencers like all Perosnen in public life are strongly dependent on their fans.
What Influencer and Blogger sink currently popular?
On the Internet, there are many lists and rankings to influencers and bloggers. Two current and good ones can be found here:
Ambassador for brands and companies – Authentic advertising and virality through brand ambassadors
Trademarks need an interactive and rich platform to promote new products, services and collections. More effective than classic advertising are, of course, multipliers. They support brands by being close to their fans and followers by encouraging new customers and prospects. As a rule, this is still happening today through classical mass advertising. The typical posters in the city center, which you can see and which are often enough when you are in the city center. So much so that they do not really notice any more. That is why modern thinking and digitally operating advertising agencies are always looking for smart solutions to pack advertisements in a way that they reach the consumer directly without high scatter losses.
Reliable scattering losses are avoided by the integration! Why? The most direct communication with the end user is achieved by not talking directly to the consumer but already convincing people. For example, your regular customers! Quite honestly, when did you last think about using the existing customer base to activate new contacts?
Recommendation marketing for more shopping district
As mentioned above at the beginning of the article, the recommandation is one of the decisive selling arguments in relation to cooperation with opinion-forming persons. If we receive recommendations from friends, or from people we trust fully, or a very high social reputation, we will buy a product more likely than if we had offered it through classic advertising.
© kiuikson – fotolia.com
Secret weapon of the Influencer: reputation, oral propaganda, virality
Influencer marketing means a great deal of influence within your target group
We can call it modern viral marketing or in the classical sense, oral propaganda. This recommendation, mouthpropaganda, is the absolute secret weapon of the influencers. They have often built up a community through their many years of work that has not followed their lives, but also every single step in the career. Brands that work with Influencern are fast for their fans and followers interesting brands and much more with the label “buyable”.
What is the successful influencer campaign for companies?
Let’s look at an example: We have a company that plans to launch a product at the turn of the year. The market is not relevant in this respect. Influencer marketing has brought rapid success in almost every country. Let us assume that this product is a “simple” product expansion of an existing product line. Thus, when we assume that there are usually a handful of comparable products or services, we have nothing special. That is, our product to be imported is not an absolute world novelty. Nevertheless, the product is, from the perspective of the company or the marketing, an interesting purchase option for people. Let’s take a closer look at the top example of a camera manufacturer’s lens. Who would be better suited to market the lens or to represent, as a photographer?
Let’s go through the options. The first option would be to book expensive advertising. These are usually booked in magazines or on large posters. In the online world you can book classic advertisements in search engines such as Google or share your content with ads in social networks like Facebook or Instagram. Smart social media managers and online marketers trust that their advertising is targeted to the right people. That’s why you hire agencies to find the right influencer for their brand. In this step, the companies usually come to an agency like us. We take over the entire administration and the organizational process for your advertising campaign. We find the right influencer! This is what our customers trust.
Medication of Influencers – The typical campaigning process in Influencer Marketing
How can you imagine the typical mediation process of an influencer? The first inquiry from our customers contains roughly rough data of the project. This includes not only target countries, target groups, but also product details. The first question is whether there are many more questions (why this blog article was created). We sort all information and focus on relevant areas that promise the greatest success in online marketing.
We are therefore focusing not only on the purely quantitative reach of the influencers but also on the effectiveness of our digital campaigns. As already mentioned, the avoidance of scatter losses is the A & O. In this way, we maximize profits and streamline the necessary investments to a minimum.
Which influencers are interesting?
The right selection of influencers in social media management using a relevance matrix. After the initial analysis, consulting talks and precise design of the digital measures, we go one step further and choose the optimal matching multipliers for their project. So accurate that target group with the fanbase of the influencer covers the bulk. First, we create a rough grid for the customers from the respective profile of the opinion pictures. We take a closer look at the challenge and the specific characteristics of each advertising project. Once we have created our matrix, we can quickly and accurately choose the right tools and negotiate an optimum for the customer.
Sending of products with immediate integration
Once we have selected the perfect people for your project, we send the products to be placed to the influencers as an agency. They will then interact with the product in their own way. They will write, rate, recommend, speak or just shoot photos. All bloggers will post on their blogs or in their social channels via the customer. They give recommendations, produce test reports or just try out the new product.
New product presentation – Unboxing videos of vloggers
There are countless possibilities for new products, not only the classic blog articles, but also new innovative video concepts such as Unboxings. Here, bloggers do not really “separate” the product. Instead, they are looking forward to opening the package together with their fans. The Vloggers spend hours with the perfect cut, the thumbnail on Youtube, the description of the video and many details. In the run-up the video is worked hard and the whole concept. In the Unboxing video is then over five minutes about the actual product tells up then comes to the actual unpacking. In addition to these, there are countless other innovative presentation concepts for new products. For advertising agencies and any form of PR and marketing, working with Influencers is a truly successful concept in online marketing. The strategy is mostly based on very low scatter losses, an absolute advantage for every company!
Let’s say you’re a fashion brand from Paris and want to create the market entry. As we have already described in other blog posts, it is possible to promote a wide range of advertising through classic ways, such as print advertising in magazines and on posters or TV advertising for new products. There are so many modern techniques in online marketing, as well as Facebook ads, Google ads and more! For your company, there is a direct route to the customer via multipliers and influencer branding.
Image transmission for brands
Influencers have often built their channel for years. This requires daily care and constant creation of new content, which is constantly interesting for the fans. Once you have built such a community, you have direct access to thousands, hundreds of thousands, or even millions of people. Anyone who has done this will, of course, be strictly aware of the products or brands he or she represents. Just as the fans pay attention to which brands and products use, use or wear their model. As a result, brands have immediately transferred their (positive) image to themselves. This transfer of a positive image will quickly make the brand a well-known name in the world of the influencers. If their target group is now very close to that of the customer and, for example, between 8 and 30 years, usually female or male, is better, it does not work! Direct Involvement thanks to Influencer Marketing.
Influencer Marketing Wiki – The hype for business
How fast and diverse the industry has grown, you can quickly see the search requests of the German social media managers. Here are the most popular searches for Marken & Influencer Marketing.
Influencers are authentic people who follow others. As with actors or musicians, fans follow every step of their idol. If buying recommendations are made, many fans will also opt for this product.
The Influencer Agency manages inquiries and negotiates conditions with the various bloggers and management of large influencers. They also plan the campaigns and the process.
Instagram, as a social network, offers great advantages, especially for companies, products and services that deal with lifestyle and trends.
Here is great literature on the subject of Influencer Marketing.
On Youtube somehow everything started. Here everyone had the chance to film themselves at home, without complicated technology. According to the motto of the network ‘Broadcast yourself’, the first, new influencers were released. They talked about fashion, trends or even food and sports. Today you get huge fees for a few postings.
The cost of referral marketing is relatively high, since there is a lot of administrative effort behind every single booking. It is not just planning or negotiating with the different participants of a campaign. The success measures and the activities must also be monitored.
The strategy determines success and failure. This is also the help of a social media agency.
A very important catchword for influencers. Their authenticity makes them popular with fans and followers. Therefore, product placement is a hot pavement for them. It must not be promoted too much, but above all not too intensively.
Before you become Inlfuencer, you are a blogger. As a blogger, people are part of their lives, regularly and digitally. Once the range is large enough, you get more and more influence and become an influencer.
Can customers also be convinced in the B2B business? Clear! Managing directors and managers also used social media such as Instagram, Facebook and Snapchat. She is also looking for new ideas. This way, even the most classical companies, such as trade fair construction, can achieve great success. They often resort to microinfluencer.
- Best Practice
More on the subject? Here is the latest news in the Influencer blog.
- Content Marketing
Magic word and magic tool in one: Content Marketing. If the contents (whether blog, graphic, photo or video) are packed in an interesting way, the people will deal with the content. Once you have it so far, you can set marketing messages.
- Chances and risks
- Measuring success
In agencies, we attach great importance to the interaction rate. It determines the relationship between fans and interactions. If you have different influencers and compare these interaction rates, you get a quick overview as to which fans are very active and which are less active. Depending on this, you choose your Influencer portfolio.
- Recommendation marketing
The recom- mendation of products by people who we trust has an extreme influence on the readiness of their visitors as described above. Compare it only with the product recommendation of a good friend. After the recommendation, we will be high in the probability that I will choose the same product.
- Success factors
Success factors are clearly the familiarity, reach and sales. Depending on the weighting and the projects involved, one or other, more or less, contributes to the overall success measurement.
Red carpets and events are also nothing new for Influencer. Many fashion houses or hotels even invite people who are known for opening up, of course bloggers.
- to form
At Influencer Marketing there is also criticism. “People” affect other people. If then influencers at a young age for diets or expensive brands, it is ethically not always quite correct. Many of the products will never be able to afford it and will feel “less value”. That’s why bloggers must be careful to be role models. After all, they have a lot of responsibility.
- Key figures
- Buying behavior
- Marketing Mix
In the marketing mix bloggers and influencers have arrived. Renowned companies, traditional brands, they all now fall back on the smart tool of the referral markings.
- Disadvantages and risks
- Product Placement
Product Placement exists as long as mankind exists. Already in the Bible, “do not desire your next good,” it is said that people have always looked at what others use, hoping for conclusions for their own purchase or their own interests.
- Influencer Marketing ROI
Snapchat is a real secret weapon when it comes to young target groups. Increasingly, more and more elderly people snap up. But the hype is more focused on the younger generation. Snapchat takes a lot of time, so you need a lot of free time or the right job.
- What is it?
- Word Of Mouth
- Target group
Target group definition helps to avoid high scattering losses. Target groups usually define themselves initially according to coarse criteria such as age, place of residence or interests. Depending on the possibilities in the social networks, these are very easily accessible. In the case of influencers, the same considerations are taken as the social media manager.
Social Media Marketing
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As experts and interview partners, we are happy to pass on our knowledge. Among others at ZDF, 1LIFE, Sat1 and Pro7 in Germany. Stephan M. Czaja, Social Media One owner and social media expert.
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