Topic 4

Introduction

Influencer marketing is frequently used in brand awareness campaigns, but it may also
lead to a lot of sales and conversions. Nine in ten businesses employ influencer
marketing. If a company doesn't want to fall behind in the competitive market of today,
it should think about adopting influencer marketing. There will always be an influencer
who can match corporate demands, regardless of the industry. The company need not
be concerned even if smaller firms dominate the market niche.
Make every dollar the company spends on earned media equal in value. If a company
wants to increase sales, increase brand awareness, or get its name out there in the
world, influencer marketing is crucial. Other marketing techniques won't provide the
company with the same level of media value. To ensure that the business is using
influencer marketing effectively, a coordinated strategy is required. If the company is
collaborating with the right influencers in the right locale, it may produce this kind of
earned media comparable.

How do influencers work?

It's important to understand the differences between celebrities and influencers. These
duties may, of course, occasionally overlap, but that does not make them equivalent. An
influencer will undoubtedly always be well-known and esteemed in her industry, but
this does not imply that she is frequently covered by the media.
 Digital Marketing Toolson Bing Ads and Google Ad
Words.

 Search Engine Optimization (SEO):

The practise of obtaining quality traffic through unpaid or unsponsored search

results on search engines is known as search engine optimization (like Google
and Bing). It's crucial that you drive relevant traffic to your website for your
sector.

• SEM (Search Engine Marketing)

For the practise of obtaining both paid and free search traffic, the term "search
engine marketing" was employed as a catch-all. Search engine marketing is a
type of online advertising that uses paid strategies to improve a website's
presence in search results. In other words, it's the advertisements you run on
Bing Ads and Google Ad Words.

 Social Media Marketing (SMM):

The use of social media platforms to draw users and attention is referred to as social
media marketing. You can expand your reach and create deep connections with your
clients by utilising social media.

 Affiliate Marketing:
One of the common ways people can earn money online is through affiliate marketing. If
your affiliate marketing campaign is a success, you could generate a respectable passive
income. In essence, affiliate marketing is a form of online promotion in which a person
teams up with other companies in exchange for a commission on the traffic they send
their way.
  Content Marketing:
The creation and distribution of information for a specific audience is the main objective
of the digital marketing strategy known as content marketing. The content strives to be
useful, pertinent, and ideally consistent. To motivate a lucrative consumer action is its
ultimate objective.

Word of Mouth Influence

Another important advantage of utilising an influencer to reach the right audience is the
time you will save. What we mean by that may be a mystery to you. If your site doesn't
yet receive enough traffic and your social media profiles are slowly acquiring followers,
it will definitely take some time for you to build up a substantial following. The extra
push you require to work with your buyer personas more rapidly may come from
developing a relationship with an influencer and working with them in a collaborative
capacity.

Role of UGC (User Generated Content)

Promoting an online store is the most common and obvious goal of influencer marketing
for ecommerce businesses. Another benefit of influencer marketing is the availability of
user-generated content (UGC). People generally place greater faith in other people than
they do in brands. As a result, it could be challenging to track down images and content
from people who aren't part of the company's structure. Having a plan in place can help
ensure that the company's marketing activities are thorough and considered. As a result
of this training, the company has a clear understanding of the outcomes it hopes to
achieve through influencer marketing and how to track its success.
 The Emergence of Influencer Marketing

As a strong social media presence becomes more valuable than a sophisticated

advertisement, the significance of influencers is growing. These influencers have now
attracted the attention of brands trying to expand their customer base due to their
audience appeal. Therefore, it is more common to see internet celebrities promoting
products to their own supporters in commercials. However, as with any digital
marketing campaign, you must be well-prepared before approaching an influencer for
help. Another way to take advantage of influencers' persuasive skills is to wager on their
ability to give the company credibility.

But what specifically can they provide your

company?
Here are few of the ways they can assist:

 Establishing credibility
I'm sure you've heard the saying, "a man is known by the company he keeps." The
endorsement of a product or service by a well-known person is a sign of
reliability.

 Increasing sales
The ultimate objective of every business is to turn fans and followers into paying
customers. Your revenue ought to rise each time you employ an influencer to
advertise a product.

 Increasing customer loyalty

 Taking advantage of influencer popularity doesn't have to have a direct impact
long as you use this exposure to promote customer loyalty.

Four steps to reach influencers

Finally, you need to know how to communicate with the right influencers if you want
your efforts to have the intended effects. People who think that the procedure just
entails getting famous people to endorse their products are mistaken. Here are a few
instances of them:

Locate the appropriate influencers

There are three things that need to be considered. As follows:

 Context: You should choose someone who is familiar with the group you want to
address;

 Reach: Without a significant audience, the partnership's impact will be quite

constrained. This is one requirement.

 The influencer's ability to persuade an audience to take an action is referred to as

having the power of action.
 Think about the payment
Consider the pay you will give to her as well as to her followers after choosing the ideal
companion. What do we make of that? You may take it a step further and think about
what the company has to offer the fans, like a discount or a trial period, to persuade
them more quickly.

Present a compelling project

Active people with a reputation to uphold make up influencers. In other words, people
won't be convinced if all you offer them is money. In light of this, it is crucial to create a
compelling project detailing your goals for the cooperation and your strategy for
achieving them.

Observe the outcomes

Even once a contract has been struck, the work is not yet finished. To ensure a positive
Return on Investment, monitoring the results is essential. This needs to be determined
upon beforehand, along with the main KPIs you'll monitor.

Arguments on the Positive Side

Acknowledgements to the rise of influencer marketing firms, brands and influencers
may now collaborate to choose the best influencers for their campaigns. The marketing
itself will advance along with the influencer marketing sector. These agencies' services
may be useful for e-commerce companies who lack the time or funding to keep up with
influencer marketing trends. Influencer marketing is not something that businesses
need to fully understand in order to benefit from it. Influencer marketing methods are
paying off for a variety of businesses. While large companies use celebrities to promote
their products, smaller companies work with influencers who are still developing their
platforms to achieve the same goals.

Arguments on the Negative Side

Despite the fact that influencer marketing is now in high demand, it is not a passing fad.
Influencer marketing is currently quite popular, but it is not a short-lived trend. Even
though social media is still in its infancy, as social media platforms grow, there are more
and more opportunities for new people to become influencers. Some people may go out
of their way to secure a brand contract with a company they admire, while others may
simply be sharing their online interactions when they have the opportunity to work with
one.

Conclusion
Influencer marketing has a promising future as a form of advertising. Without a
question, working with influencers may assist ecommerce companies in achieving their
objectives, whatever they may be. Influencers can help a company grow its customer
base, boost sales, or simply spread the word about its brand through word-of-mouth
advertising. No matter what, the company influencer marketing strategy needs to be in
place right now.
 References

 Anđelić, A., 2021. INFLUENCERS AND MEDIA: INFLUENCER-GENERATED CONTENT ON SOCIAL MEDIA
PLATFORMS AS A JOURNALISTIC SOURCE. MEDIA STUDIES AND APPLIED ETHICS, 3(1), pp.59-73. Bishop,
S., 2021.
 Influencer Management Tools: Algorithmic Cultures, Brand Safety, and Bias. Social Media + Society, 7(1),
p.205630512110030.
 Online-Influencers-Are-The-Most-Important-Part-Of-The-Digital-Communications-Strategy-Of-
Businesses/ Lehto, M., 2020. NEUROTIC INFLUENCER – FEELING RULES AND THE AFFECTIVE PRACTICE OF
ANXIETY IN SOCIAL MEDIA INFLUENCER WORK. AoIR Selected Papers of Internet Research,