It is a good question. However, a better question would be, “What IS Influencer Marketing?”
Influencer marketing refers to a type of social media marketing that utilizes the brand power of key leaders or ‘influencers’ in their respective fields to drive your brand’s image. In simpler terms, endorsements or product placements in partnership with famous social media users are used to draw in a specific and larger audience for your product, service or brand.
Now that we have more clarity on the term, let us move on to the next big question – How to choose the right influencer marketing agency? Why does it matter?
Claude C. Hopkins, a great advertising pioneer, once shared an important and truthful insight, “Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake, and a costly mistake in advertising.”
It is now an established fact that consumers and customers rarely trust in-the-face advertisements. This is why more and more brands are collaborating with social media influencers to position their brand more effectively.
Say, a brand focused on fashion and lifestyle would lean towards Instagram while, a new TV show, movie or a web show would rely on the buzz generated by funny memes, banter or jokes on Twitter to get more reach and engagement. Netflix and Kellogg’s famous collaboration on Twitter and 2017 Superbowl Ad for an 80s-theme web show is a case in point. Another great campaign was iPhone’s viral hashtag “Shot on iPhone” on photo-sharing app, Instagram in 2015.
That being said, here are five pointers to choose the right influencer marketing agency for your next project:
1. Track record – Experience matters
This is the first step towards assessing the agency. Look at their portfolio, past work and the campaigns they handled for other clients to see if the agency fits with your plans and requirements.
2. Work flow – Process is everything
A set work flow ensures that targets are met. Ask all pertinent questions about the day-to-day work of the agency such as reporting schedule, working hours and availability. In addition, it would be wise to inquire about the criteria for picking influencers.
3. Marketing Strategies – Reach, engagement and sales
Find out if the agency you are considering has managed to add value in these verticals. Ask them the what, the how and the why of their different marketing strategies and if they were successful in doing what they set out to do.
4. Reviews – Work speaks
It is always good to know the experience of past clients with the agency. This will help you set realistic expectations.
5. Communicating – Achieving results
Communication is a must with your agency. Make sure that your goals are aligned well with the agency to achieve expected results, including increased social exposure, engagement, online visibility or increased conversions.
Use the above pointers to choose the right influencer marketing agency. Once you have the right agency, influencer, social media platform and content strategy, becoming a brand leader in your industry is cakewalk.