How To Leverage The True Potential Of Influencer Marketing To Boost Marketing Efforts

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How To Leverage The True Potential Of Influencer
Marketing To Boost Marketing Efforts
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How To Leverage The True Potential Of Influencer
Marketing To Boost Marketing Efforts
Potential Of Influencer Marketing An influencer
comes in many forms, not just the Instagram
celebrities who have risen to fame because of
this concept. At one point in everyones lives,
the word influencer has proven its real-life
impact on various sections of individuals. A
person could be influenced by an author, a poet,
a politician, a professor, a close friend, or a
celebrity. Influencing is a highly impactful
force and is not a new concept, but the rise of
digital marketing has put this concept into full
effect.  Influencer marketing strategies come
into play when it comes to businesses and using
the right influence to convince viewers into
becoming paying customers of your brand. The best
digital marketing companies leverage influencer
marketing to make a brands authority rise
through the ranks and circulate impactful
messages that lead to conversion.  Influencers
are quickly rising to fame and impact, rapidly
gaining the trust and loyalty of their vast
follower base. In a 2019 study, it was noticed
that 87 of shoppers made a purchase based on a
prompt from an influencer. However, the right
influencer needs to bring out the right message
to the right target audience from a brand
perspective. The essence of influencer marketing
revolves around hitting all the right notes with
the right tools. With the evolution of
technology, marketers have access to the proper
range of tools that can help them perform various
activities, from assessing the right influencers
to creating the right message that benefits all
parties involved. 
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Parameters to Ensure The Full Impact of
Influencer Marketing  The top digital marketing
service providers worldwide cannot stress enough
how crucial it is to play your cards right with
influencer marketing. One of the main causes for
this is that the audience, no matter what section
of society they are from, does not engage with
direct or paid advertisements.   There are five
critical parameters for marketers and businesses
to consider when they leverage influencer
marketing. Following these parameters can ensure
that the campaign reigns in the required results
and can help companies avoid any pitfall or
backlash from this form of marketing. 
Growth Pattern/ Follower Patterns  Apart from
finding influencers relevant to a brands
identity, it is essential to discover organic
reach influencers. It doesnt matter if it is
Instagram, youtube, Facebook, or other
influencers their growth rates indicate how fast
their follower base grows. This growth rate can
only have a positive value if the new follow vs.
the unfollows ratio is healthy. The growth rate
of influencers is a great metric to see if the
influencers content brings value to people and
if the followers genuinely pay attention to their
content. The suspicious growth rate in the
following base is one of the most significant
indications of inorganic results, which cannot
bring a business too many benefits. 
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• When analyzing growth rate metrics, here are some
  critical patterns to look out for that can
  highlight red flags companies should avoid 
• Loop Giveaways
•  
• Giveaways are among the most popular forms of
  promotion on social media, which assures high
  engagement and brings in more followers. These
  include contests where celebrities give away a
  gift/hamper/voucher for their services/ a
  trending product or others to winners. Giveaways
  build follower engagement and raise traffic on
  the influencers channel. The method is one of
  the quickest ways to grow on social media. Still,
  the audience participating in such contests is
  more interested in the prize than the
  influencers content. 
• When influencers have these contests on loops or
  rather frequently, you can notice sudden spikes
  in the number of followers. These numbers
  gradually go down, of course, once the giveaway
  is over. Influencers can lose up to 30 of their
  subscribers within the month after a giveaway if
  the audience is only interested in contests.
  Companies should avoid such influencers, as it is
  often a clear indication that the audience is not
  interested in the content and will not convert to
  paying customers of your brand. 

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• Sudden Growth of Followers 
• When a celebrity goes viral, it is common to see
  a sharp spike in the number of followers in no
  time. When this happens, the chances of the
  audience sticking with the influencer for their
  content are high. However, it is a red flag when
  you see influencers who have done nothing
  noteworthy but still see a massive spike in their
  numbers. Today, some numerous apps and websites
  allow individuals to buy followers. Most often,
  these are spam accounts or accounts run by bots. 
• While the number of followers does increase, the
  influencers have no real power over an audience.
  The best way to authenticate this is by checking
  the followers accounts and checking the
  influencers posts. Bots and fake accounts do not
  usually comment on these posts so that
  influencers would have thousands of likes on a
  stick but a few to no comments on the same.
  Instagram flags and removes the accounts of such
  fake profiles and can even suspend the influencer
  account. On this basis, companies should stay
  away. 

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• Losing Followers 
• Influencers can only command or influence their
  audience if the audience receives constant
  engagement from the influencer. If the celebrity
  is losing followers rather drastically over time,
  it could mean that the audience has lost interest
  or has ceased to remain engaged. If an influencer
  is involved in controversies, this is also a
  cause for the audience to unsubscribe from them.
  For brands, associating with such individuals can
  be very risky as it tarnishes the brands image
  and safety. Looking at growth patterns,
  unfollowing patterns, and general audience
  engagement can be vital for brands that invest in
  influencer marketing. A great campaign can
  undoubtedly bring high gains, but a bad one can
  severely damage a brands reputation. 

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Engagement Rate The engagement rate is a metric
that factors the overall engagement on a social
media post, including likes, dislikes, and
comments. The more engaged an influencers
audience, the more likely they would be to
interact with paid or partnership promotions.
Nano influencers tend to have a higher engagement
rate than macro-influencers and are usually more
eligible in bringing reliable, loyal, and engaged
audiences to their posts. Nano influencers see
this possibly because fewer followers are easier
to manage and engage with regularly than with
tens of thousands of followers.  Understanding
influencer engagement rates by looking at the
kind of feedback and engagement their posts have
received can be an excellent way to establish the
extent of influence. Another thing to see is
whether the accounts have comments but not much
interaction from the influencer. In such cases as
well, the audience is less likely to engage in
the paid posts. 
Authenticity  Always check how authentic and
transparent an influencer is before trusting them
with your business. Look at the influencers
style of engaging their audience, their
personality, and how genuine their posts are.
Also, check to see if the influencer has
bombarded their social media with paid
promotions. In these cases, the audience would
not be likely to fall in, believing the
influencer as a paid-off one. Authenticity in
posts and content is also what keeps the audience
engaged and continuing with their subscription.
If the influencer is plagiarizing, it will taint
their reputation and the brands associating with
them. 
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Leveraging technology Digital Marketing revolves
solely around technology, and influencer
marketing is no different today. Digital
Marketers struggled with finding the right
influencers relevant to the brand that is
associating with the celebrity. However, using
technology and various tools, marketers can
discover relevant influencers and determine if
they can bring actual value to a brand. With the
help of technology, marketers can evaluate all
the factors mentioned above, check the ROI of
campaigns, gauge the follower bases reaction to
paid posts, and even understand influencer power
on consumer behavior. Modern-day tools allow
marketers to figure out cost estimates for
sponsored posts and even spot bots and flaggable
behavior on social media posts. The ability to
track user engagement, influencer growth rate,
the likes and dislikes of consumers, motivating
factors, trending hashtags, and more can empower
marketing campings to hit suitable targets and
find the most relevant follower base for your
brand.  Today, influencer marketing is no more a
behind the curtains concept but a broadly
accepted digital marketing practice. However,
this space is still in its inception phase, and
the leeway for being flagged or having a bad
reputation is much too high. Using professional
digital marketing services can help companies
avoid flaggable offenses with ease and avoid
losing money and reputation in fragile marketing
campaigns. Under the right lens, influencer
marketing can be one of the most powerful and
quick mediums of seeing great results in building
brand reputation and authority, but only when
done right.