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Your Guide to Influencer Marketing: Connecting, Engaging and Getting it Right

Your Guide to Influencer Marketing: Connecting, Engaging and Getting it Right

Influencer marketing is huge right now. Kylie Jenner has built a multi-billion-dollar makeup brand on the back of her enormous social reach. In fact, her first lip kits sold out in less than a minute when they were launched. Of course, Kylie Jenner isn’t the only social media influencer out there, but she is one of the best known. Top influencers like Kim Kardashian charge hundreds of thousands of dollars for a sponsored post. Brands are willing to pay this because they know it will reach millions of eager fans.  

In this guide, we’re going to look at the ins and outs of influencer marketing and how you can leverage it for your brand.  

What is Influencer Marketing? 

Social proof is a big thing in marketing. We all trust brands more when someone we know has vouched for them. For this reason, we tend to listen to what our favorite influencers say. So, if they use a product or exclaim how much they love a brand, we are more likely to use that product or buy from that brand. 

Influencer marketing uses top social media content creators, like Kylie Jenner, to build brand awareness in a target niche. So, if you are interested in targeting people who might want to buy your surfing accessories, you’d reach out to a well-known surfer with a big social media following, and ask for a brand mention. If the influencer raves about your brand to their followers, chances are, people will buy your products.  

Social media isn’t the only influencer channel you can target. There are some highly influential bloggers and celebrities out there. Consider the Duchess of Cambridge effect. When the Duchess is photographed wearing a particular fashion item, it invariably sells out in a matter of hours.  

How to Approach Influencer Marketing 

While top influencers, like the Kardashians, command huge sums for a brand mention, you don’t need to blow your budget to make the most of influencer marketing. Micro-influencers are just as potent in smaller niches, and a lot less expensive. 

Do some research into your niche. Look for people with the right level of influence, such as social media followers or blog traffic. Be aware that more influential people will charge more for working with you. 

Start following and interacting with your target influencers. Get on their radar before you reach out to them. It’s best to contact them in person rather than make an approach via an agent or PR company. Use a service like to find out their email address or telephone number. Just search by name and filter results by location.  

Talk to the influencer and get to know them to make sure their followers are your target customers. Offer something in return for a sponsored post, such as free goods or cash, depending on what they want. Be polite and respectful at all times, as the aim of influencer marketing is to build a long-term, mutually beneficial relationship. 

Is Influencer Marketing Worthwhile? 

Yes, as long as you approach it correctly. A staggering 89% of brands say influencer marketing is their most lucrative marketing channel, and 80% of brands have found it to be effective.  

Tackle influencer marketing with care. Approach the right people and work closely with them to ensure your brand message closely aligns with their followers. It can be a beneficial partnership when done right.  

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by Marissa Collins //

Opinions expressed by contributors are their own.