This is the 21st Century, and here in this age and time sales are no longer dependent on who spends the most on advertisements or billboards. Although, all sales are dependent on a NEED you are trying to solve, the truth of the matter is you are not the only business trying to solve that same problem, so why should your customers buy from you rather than from your competition, TRUST.
That’s why companies require sales pitches, or why companies conduct interviews. Even when there are so many people applying for the position. The question they are all trying to answer is which one of this applicants can I trust to deliver, if I employ him/her. The question at the end of the day is CAN I TRUST YOU TO DELIVER TO ME WHAT I NEED?
This leads me to my
gist, FOCUS of the today, INFLUENCERS.
Who Exactly Are Influencers?
Influencers are individuals who are highly regarded or authorities in a particular field or niche.
Influencers are people others look up to or draw motivation from in a particular niche. Like Craze Clown with over 1.6 million followers on Instagram alone and over 500,000 followers on all other platforms put together, little wonder he is a NairaBet ambassador .
Basically influencers to businesses are like recommendations to employers. Influencers allow brands to leverage on the trust they’ve already built with their own followers over the years. It’s like saying “Hey, you guys should really try this guys out they are awesome!” to their followers.
How can Influencers help grow your sales on social media
To answer this question has practically has possible, I would be managing the social media accounts of an hypothetical business, “Mama Fatima Online Canteen” (thinking to myself now that’s a really good idea).
Now Mama Fatima is new company located in Lagos looking for a way to grow it’s brand awareness and ultimately make sales on social media, so they contacted me to handle their social media accounts, cause you know am “The Sage”.
The main focus of the campaign is to use Influencer Marketing to achieve these goals. So we started the campaign #mamafatimamakessense.
Part 1: Which Influencer Is Right For You?
To answer this question you need to have first answered some fundamental questions about your business which is, “What exactly does my brand stand for?” and “Who am we targeting?” If you have already answered this question you can carry on. A suitable influencer would be someone whose followers are your target market and also someone who stands for the same values you do.
For Mama Fatima, since it’s still a relative new and growing business, we decided to target FOOD BLOGGERS on Instagram. We scoured the whole of Instagram. We searched using keywords like “lagos”, “food”, “kitchen”, “food maniac” e.t.c, trying to find the most suitable influencers.
Here’s who we found:
There are some accounts that we saw that seem suitable e.g. @nigerianfoodottawa but remember, who our target audience? And the target audience resides in Lagos and this account is targeting people in Ottawa.
Now that we have a list of the relevant influencers.
Part 2: Getting an Influencer to work with you.
If anyone is going to be working with you to promote your brand and help you make sales, they would have to be compensated, depending on your pre-existing relationship with them. But if there is none like in our case with Mama Fatima Online Canteen, the influencers would have to be given something in return.
A trusted referral is the Holy Grail of advertising.Mark Zuckerburg
- Cash Rewards
- Product Review/Giveaway
You could pay the influencer money in return for posting and sharing your brand, usually he/she is paid per post. It is largely dependent on the number of followers the influencer has. You can’t expect to pay the same amount for an account with 10k followers with one 100k followers at the same engagement rates.
I believe this is the best way to go in most cases especially if your product is amazing. Here you could send the person a free sample of your product to review and recommend it to the rest of their followers. From there a relationship can be built around this where you offer to continually supply the influencer, in exchange that he/she continually shares your brand with their audience.
S4S means SHOUTOUT4SHOUTOUT, what it basically means is if you post something about me I’ll post something about you. This is only suitable when you have about the same amount of followers with the influencer, so you request that he post something about you and you’ll post something about him.
Part 3: What kind of content should be shared?
Now this is where a lot of people mess up. A lot of people when trying to make sales through social media usually focus on selling the product. But what many of them do not understand is that people don’t buy products rather they buy an experience.
Most times people don’t buy products for the primary purpose in which they were made, if we did we would all be wearing sackcloths everywhere we went, cause that’s the reason why cloths were made to cover our nakedness.
People don’t buy products rather they buy an experience.Oluwaseun Sunmola
With that same mindset I wouldn’t tell the influencer to post a picture of eba and egusi soup but rather we’ll send her over a plate of eba and egusi for free and tell her to post a video of herself eating it with the caption “I can’t get enough of this, order hot swallow where every you are in Lagos from @mamafatimacanteen, In fact, #mamafatimamakesense.”
That way it’s a bit more natural and you would likely make more sales.
One Last Thing…
Here I really focused around macro-influencer marketing i.e. using influencers with a fairly large audience because it is much more straight forward and easier for the average business owner to manage but there is another influencer strategy known has Micro-Influencer Marketing.
Micro-Influencer Marketing involves the use of small influencers with a much more targeted audience and higher engagement rates. I’ll talk about this some other time.
Now I think you have an idea of Influencer Marketing, go ahead and give it a try. But if you still need some help with it or would like me to help execute an influencer campaign for you just hit me up here.
If you’ve ever tried out Influencer Marketing, share it with us in the comment section below. Tell us how it went.