74% of customers trust social networks to guide purchasing decisions. In 2021, when trust is at peak importance, is your influencer marketing strategy delivering the results you need?
Yet again social media is shaking up your marketing mix for 2021. The latest research shows 86% of marketers used influencer marketing in the last 12 months. But with the changing habits and ever-evolving platform diversification we’ve seen this year in particular, it’s more important than ever to consider your influencer marketing strategy.
Want to plan your influencer marketing strategy for more customer conversions?
Segmenting influencers into different types will help you prioritize types of influencers to monitor and interact with. It should be a core approach to support your content marketing, SEO and social media marketing.
If you’re new to influencer segmentation, take a look at the below practical infographic from Traackr: The Many Faces of Influence — you may be able to spot some famous US digital marketing commentators there!
The infographic covers the ‘3Rs of influencers’ to help prioritization, these are:
- Reach (Audience size)
- Resonance (Engagement power with audience)
- Relevance (Contextual fit)
Often it’s natural, to start by using Reach, but although many ‘A list’ influencers may have good reach, they don’t offer relevance to your theme or resonance. We find working with ‘B/C’ list influencers is more practical for this reason.
Remember that Content Marketing is two words — it’s not just about creating content, but also marketing it!
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.
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