By definition, “Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market“.
This definition is a little too black and white considering there are many different types of Influencer marketing. For this article, we’ll be covering the realm of themed/parody pages; or in other words, pages that aren’t connected to an individual’s personality.
Defining the Objective of your Influencer Marketing Campaign:
Before you get started, it’s important to have a clear vision of what a successful campaign or experience looks like to you. Although for some companies influencer marketing seems to be the silver bullet for their marketing stack; optimization, just like any other marketing channel is critical. Defining what a good CPM, CPI, or CPC is before you start will help tremendously when it’s time to optimize.
You should have a good idea of who your ideal customer is by this point. A good rule of thumb is the more niche specific a page is, the less reach it will have. The balance between being specific enough in your targeting and choosing high-quality pages is the key.
Although there is a niche for just about any product you can think of, in some cases, there might not be a page centered exactly around what you’re looking for. In that case, I would recommend using one that has a similar follower demographic to who your customer is.
The “quality” of the pages is measured differently across the big 3 platforms.
Engagements > Followers:
The most common misconception when picking pages is follower count. The number of followers is a very small piece of the puzzle. It’s a good way to initially qualify a page but overall is mostly irrelevant. Personally, I’ve seen pages with 1 million followers outperform pages with 8 million followers.
Being able to decipher a good page from a bad page is a skill that takes time to build. This is the easiest way to put it:
10% Engagement Rate = Excellent
5% Engagement Rate = Average
<5% Engagement Rate = Below Average
Why no one will take your money:
The most surprising factor when it comes to working with themed pages is the challenge of getting them to reply. It’s not easy to explain so I’ll put it very simple… The majority of page owners (pubs) are nice and willing to communicate. Keep in mind, however, that most of them are under 20 years old and have no shortage of income. If you suspect someone is being rude, it’s probably because you’re talking to a 15-year-old who doesn’t want to be your friend and doesn’t care about the $100 you want to send. It’s harsh but this will save you a lot of time when it comes to “building relationships”. Keep things transactional in the beginning and if the person wants to be friends, it will reveal itself later.
Fun Fact: The best pages are the hardest to contact.
Regardless of what channel you’re communicating on, the person you’re talking to is likely getting a ton of messages. The goal should be to communicate the most while using as little words as possible.
The more messages it takes to get things figured out, the more likely the pub is going to pick someone else to run with. Keep it short and use emojis 🤓.
Where to Message:
Instagram: Kik > DM > Email
Facebook: Email > Messages
Twitter: Direct Message account owner (Usually you have to know a guy who knows a guy)
Influencer Marketing is like the wild west of marketing. It’s not uncommon that an influencer forgets to post, posts the wrong link, or scams you all together. Because of this, it’s important that you use Paypal for all of your transactions to ensure you have a way to get your money back if something goes bad.
Ask for bulk discounts and don’t be afraid to negotiate. If a price is too high, let them know and ask them to come down a little. I hope you enjoyed this guide on Influencer Marketing. Post your feedback in the comments!