When it comes to influencer strategy – paid, endorsed and relational – we’ve created it, strategized about it, traveled to SXSW to learn more about it, and some of us have even participated in it. Utilizing a well-known or influential person to promote a product is not a new strategy. But, properly executing an influencer strategy requires research, data, legal collaboration and heavy content strategy.
Not looking for a sponsored post by Kim Kardashian? Alright. But, could a group of well-known industry experts help you raise awareness for your brand? Probably. With the rise of micro- influencers, even B2B companies are assembling their ambassadors to propel engagement.
For every brand doing it right, there are 10 more doing it wrong or frozen on getting started. Here’s some insight from proven blog, photo and overall parenting influencer (and friend), Noelle Bryant. Noelle is the creator of @ohhappyplay – a place of KIDspiration and motherhood togetherness. Noelle never set out to formally be an influencer but over time she noticed her content was generating activity and engagement with a niche audience, so she leveraged her following and put her Business Marketing degree to good use.
Let’s hear from Noelle:
How do you measure success when partnering with a brand?
Measuring success of a campaign can be tricky. Some brands measure on how many “link clicks” you get on a post but these days most focus on the “impressions” or views on Instagram.
What is the biggest misconception about influencers?
A HUGE misconception among brands about influencers is that after we promote their product we should drive sales to their site immediately. Influencers and digital content creators are NOT salespeople. We DON’T drive sales. We will never ever promise that after a campaign you will get X amount of sales on the products we promote because we are not salespeople. Our job is to get your brand in front of our audience to show them how we use the product and why we love it. It is all about brand recognition.
What are the top things brands do wrong when reaching out to you?
I know there are a lot of people out there who are happy to get “free products” but for me free product does not pay my overhead to keep my blog running as efficiently as it does today. When a brand doesn’t see the value of what I bring to the table, it can be frustrating.
How do you think influencer marketing will change in the next 5 years?
I think in the next 5 years brands will start to realize the value there is in using influencer marketing to promote their products.
Thanks for the insight, Noelle. Stay tuned for more industry expert Q&A and content in this space.