Influencer marketing is having a bit of a moment – and with good reason. Get it right and working with social influencers can be an incredibly powerful and effective way to promote your brand with an impressive ROI.
Influencer marketing uses social media users (“social influencers”) to promote your message – a bit like a celebrity endorsement but with an added layer of authenticity.
Social influencers promote your product or brand via their own social media channels to their existing follower-base, which they have built organically through sharing their own authentic content.
Using social influencers to promote your brand allows you to target smaller, niche audiences in a way that other types of marketing can’t – but choosing the right one is essential for a successful campaign.
We’ll spend time getting to know your brand and understanding your customers to identify influencers who have the right audience base and work with them to build your campaign.
The key to a successful influencers campaign is finding the right person to promote your brand message. It’s no good picking an Instagrammer just because they’ve got 25k followers, an aspirational LA lifestyle and a vegan recipe blog when you’re trying to promote a family-friendly steak joint in Birmingham.
Instead, you’d see a much better ROI using a Midlands-based mummy blogger with 5k followers. Why? Because her audience is probably going to be people who are like her or who aspire to be like her.
We use specialist software and trawl social channels to identify the right influencers for our campaigns – and that means influencers who are consistent with your brand message, have an audience who look like your potential customers and who are able to promote your brand in a way that is authentic.
You’ve worked hard to build your brand message – and your influencer marketing campaign needs to reflect that without damaging your reputation.
We’ll work closely with you to develop the messaging for your campaign to make sure it says what you want it to, is in-keeping with your style and doesn’t create any negative situations for your brand.
Remember, we can’t (and won’t) tell influencers what to say.
At best it’s unethical, at worst it’s illegal and ultimately, it’ll reflect badly on your brand if an influencer is caught telling fibs. We’ll work with them to brief them on the kind of messaging and content we’d like to see from them but it’s important that the posts are truthful and, in the influencer’s, own tone of voice. Audiences can spot a copy and paste job a mile off – an influencer campaign is far more effective when it looks and feels authentic.
We’ll liaise with your social influencers to manage things like terms, compensation, campaign briefs and contracts to make sure everyone is happy and knows what to expect from the campaign.
Soul Bowl was launching a series of new nights and events, including weekend DJs, pub quiz and live music, and wanted to promote the venue as a place to go on Friday and Saturday nights to boost footfall when the families had gone home.
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