Once is not even – Consistency is key
Did you know that repeating advertisements multiple times makes you more likely to remember the brand? Surely you’ve also heard that the prospect needs at least seven contacts with your brand before he converts to the buyer.
In addition, the influencer increases his credibility by continuously promoting the same brand over a longer period of time. This leads the user to the perception that the influencer really identifies with the campaign. What better credibility and consistent subconscious perception is all about: a higher conversion and more revenue, and thus what you want to achieve with influencer marketing.
Work with an influencer over a longer period of time and make different contributions. It would be best to arrange a deal on, say, three posts a week over two months. So maybe you can negotiate better prices per post.
Small but fine vs. big but sham
Kendall Jenner, Cristiano Ronaldo and Co. has huge reach and can give your brand a decent boost. Regardless of the fact that only a few companies can afford international or even national stars like Sophia Thiel, we would like to give you a different approach: Do NOT look for influencers with a range between 50 and 500k followers to have. These often work worst or at least have the worst value for money.
As a rule, these influencers are already so professional that they demand large sums for advertising. Instead, look for some micro-influencers with 1,000 to 20,000 followers who look like they’re only leading their page, because on the one hand they enjoy it and on the other hand they share pictures with their friends and not because they want to be influencers. Pay particular attention to the fact that they have an unusually high and high-quality commitment. This often indicates that they are very popular in their circle of friends and their word has weight.
If these influencers promote your product, the conversion is likely to be significantly higher than others. Why? Because you’re more likely to believe someone you see regularly, who’s a good friend or former schoolmate of yours, than someone you only know about social media.
If you want to maximize your Brand Awareness within a very short time and your financial limits in the seven-figure range, we do not want to advise you of course not to work with Cristiano Ronaldo or Kendall Jenner. So you get an uncanny brand presence and are immediately perceived as a “great player”. The decision is yours.
Do not use advertising faces!
This does not mean the well-known television advertising faces, but much more influencers who make advertising for another product with almost every post. Absolute no-go! To advertise for many different products reduces the credibility to the customer extremely.
If you want to find good influencers for your brand, look for influencers who do little advertising. You often realize in the communication, whether the influencer is only concerned with the money or if he also has interest in your company, your product and a sustainable cooperation. Only work with influencers who critically choose their brand co-operations. Pay attention to what is important to them. Do you ask directly for your budget or do you want to get information about your product and your business?
Trust is good, control is better!
Trust in all honor, do not let yourself be influenced by beautiful pictures, professional pitch decks or sympathetic answers. In the end, only the numbers count for you, and luckily you can measure and control them. Get screenshots of all your potential influencers screenshots of their insights and, if available, numbers from previous campaigns. Check the numbers and compare them to at least a dozen similar influencers. Then apply the Pareto principle and work together only with the top 20 percent.
Which numbers should you pay attention to? Of course, the number of followers is a relevant size, but not the most important one. Finally, you can have ten influencers of 5,000 followers promote your product instead of an influencer with 50,000 followers. Of course, this only makes sense if the other KPIs are right. What are the engagement rates (Follow / Like Ratio, Like / Comment Ratio)? But to be 100 percent convinced by your influencer, numbers are not enough. Use the KPIs to filter out the top 20 percent of your potential influencers. With these you then carry out a qualitative analysis. That means you look closely at each profile. What quality do the comments have? Which people like and comment on the pictures?