Marketing is a fun part of owning a business as it allows you to be creative in a variety of ways. You can create ad campaigns that can be seen on billboards or Facebook. The trick is to appeal to your target audience and get them to visit your marketplace. A widely used form of marketing that has gained a lot of traction in the beauty community is influencer marketing. Brands sponsor or partner with relevant influencers to cast a wider net of potential customers. Influencer marketing can be incorporated into any business with the right steps. I’ll be going over the basics and how to achieve a successful partnership.
What Is An Influencer?
The power of influencers is a new occurrence that has grown with the help of social media platforms such as Youtube and Instagram. Users are able to create a personal brand that viewers and followers are able to connect on a more personal level. An influencer is a third party that has a trusted opinion of their respective niche. This goes from makeup to fashion to gaming to sports to tech toys. It can be anything and are able to find influencers all over social platforms with literally millions in their following.
These mini-celebrities are trusted within the community with the common characteristics of authenticity, charisma, and knowledge of their personal interests. A great example does come from the beauty community on Youtube. Influencers such as Laura Lee is known for her makeup tutorials and honest reviews of popular beauty products. Jenn Im, a fashion influencer, connects with the Asian American audience, has amassed a successful career by staying true to herself. She even released her own clothing line earlier this year. These two women alone have worked with brands like Google Assistant, Colourpop Cosmetics, Morphe Cosmetics, Benefit Cosmetics, and dozens more.
How To Find The Right Influencer?
Finding the right influencer may just be right under your nose. People in your team may be a fan of a potential influencer simply because your project and interests align. What you are looking for is exactly that, alignment. The values of your influencer and company should run fluidly, but not exactly as that would be pretty difficult to find. The goal is to collaborate with an influencer that reaches a similar audience so when that campaign goes public, the reaction is more of a “Wow!” than a “Huh?”
Some ways to search for influencers:
- Search through relevant hashtags
- Directly contact
- Ask your audience who they want
- Find famous bloggers in your niche
Take a little time to browse around at multiple influencer’s content. Does their personality and demeanor click with the branding of your marketplace? Your audience and theirs will cross over and create return customers that take connection!
After The deal
Once you’ve found your influencer(s) it’s time to work together on a plan of action. The type of partnership can vary with how involved you want the influencer to be. The partnerships can range from a simple ad to creating a new product that’s created by the brand and influencer. Mass PR boxes can be sent to multiple relevant influencers and you can hope that they feature your product in upcoming content. These are great ways to spread the word of your marketplace but there are obvious pros and cons to each side. It’s really up to you and your chosen one in the end. Do whatever feels right and it’ll turn out great.
Related: Are Bad Reviews A Good Thing?
You may be wondering how you can measure the success of an influencer campaign. This may seem to be harder with just an ad but a solution to that would be tracking by referral code. Offer a personalized code to your influencer’s audience to use at checkout and you’ll be able to get the exact number of people you’ve reached! If things work out and the campaign is a success you can always bring them back for another collaboration. Even though it’s a business it should be fun too! Especially working with someone that is a thought leader in your industry.
Hopefully, this has sprouted the seed to a new marketing strategy. Personally, I think this is a really fun way to expose your brand. You get to work with fun people and get a fresh perspective on your brand and products. Let us know what you think in the comments. Good luck!