By working with Onoxa, you’re already well on your way to growing your skin care business exponentially. Your customized line of quality skin care products is sure to lend your brand a perceived value that is very difficult to achieve without exclusive merchandise. If you want to take your marketing game to an even higher level, it is worth your while to consider influencer marketing.
The Basics
Influencer marketing is partnering with a third-party “influencer” who will promote your brand through social media posts on platforms such as Facebook, Instagram, and YouTube. It’s a simple premise, but research suggests that it is a very effective one. Consider the following statistics:
70 percent of teenage YouTube subscribers trust YouTube stars more than traditional celebrities, according to Think with Google.
Businesses average $6.50 in additional revenue for every dollar spent on influencer marketing, according to a study by Convince and Convert.
93 percent of marketers who tried influencer marketing believe it to be effective, according to Visualitan.
51 percent of marketers believe that influencer marketing generates higher quality leads than other advertising methods, according to Single Grain.
59 percent of marketers increased their influencer marketing budgets in 2016, again according to Single Grain.
The reason why influencer marketing works is easy: we live in a cynical age. Consumers are increasingly mistrustful of traditional advertising channels and even companies themselves, making them much harder to reach than they were 30 years ago. According to Nielsen figures, 83 percent of consumers trust personal opinions over paid advertising.
Influencer marketing allows businesses to partner with social media celebrities whose followers see them as an individual, not a commercial. Therefore, these influencers have a unique ability to connect with their audiences and “influence” their purchasing decisions.
Starting an Influencer Marketing Campaign
Now that you know what influencer marketing is, you’re probably wondering how to get started. The first thing that you should do is identify the goals you would like to achieve through your campaign. This decision will impact what social media channels you should target and which influencers would make a good partner for your brand of skin care products.
Next, you need to choose your partner(s). This is best done by first searching for hashtags and/or keywords relevant to your industry on a site such as BuzzSumo. Once you have a list of prospects, narrow it down according to the following criteria:
1. Reach
This includes the number of followers a given influencer reaches, which obviously impacts the amount of good they can do for your brand. However, raw audience is not the only factor. An influencer with a smaller total audience that generates more likes than somebody with a larger following frequently indicates that the first individual has more audience engagement. This increases their ability to influence their audience versus someone with a larger following but less engagement.
2. Audience
Essentially, “Who follows this person?”. You’re selling premium skin care products, so an influencer with an audience of mostly adolescent boys is unlikely to help you no matter what.
3. Natural Approach
Some influencers work with so many brands that every post they make is an advertisement of some sort. Their followers begin labeling them as commercials as a result, negating the potential impact of influencer marketing. Look for someone who is selective about the brands they endorse for best results.
4. Consistency
Finally, work with someone with a tone and value set your brand can support. If somebody is known for outspoken political views, for example, working with them may turn off more prospective customers than it brings in.
Final Word
When you find the right person, reach out to them directly so that the influencer knows you care about your blossoming relationship. Compensation is sometimes in the form of cash, but doesn’t have to be if you’re light on capital. A free sample of your premium skin care products is sure to open the door to a profitable partnership. Your partner gets free swag, and you get the brand recognition that comes organically from the influencer using it!
There are many auxiliary benefits to influencer marketing, including an improved SEO ranking and the ability to bypass ad-blockers. Try it today to see the many benefits it can provide for yourself!