{"id":18109,"date":"2022-07-30T04:00:00","date_gmt":"2022-07-30T09:00:00","guid":{"rendered":"https:\/\/aquent.com\/?p=18109"},"modified":"2022-07-30T04:00:00","modified_gmt":"2022-07-30T09:00:00","slug":"influencers-a-dirty-word-or-power-tool-of-marketing-strategy","status":"publish","type":"post","link":"https:\/\/aquent.com\/en-de\/blog\/influencers-a-dirty-word-or-power-tool-of-marketing-strategy","title":{"rendered":"Influencers: A Dirty Word Or Power Tool Of Marketing Strategy?"},"content":{"rendered":"

Influencers. Still one of the most polarising terms in marketing. This is true despite being used across social media since 2016, with content marketers veering between loving, hating, needing and more often than not, being completely confused about what influencers offer. Or how to maximise their use in the overall marketing mix.<\/span><\/p>\n

Most of us agree that the inclusion of an influencer campaign as part of a broader marketing strategy is smart, while at the same time scratching our heads about how authentic the value-add really is.<\/span> <\/span><\/p>\n

Industry predictions estimate the influencer isn’t going anywhere, and we are on track to spend $15 billion on influencer marketing in 2022.<\/span> <\/span><\/p>\n

But before we get our marketing budget wallets out, we need to answer a few questions.<\/span><\/p>\n

Why should I invest in influencer marketing?<\/span> <\/span><\/h2>\n

We are seeing more and more use of influencers in brand marketing. And for good reason. It’s a way to connect with audiences in a different format and an engaging way.<\/span>    <\/span><\/p>\n

The right influencer can help brands be more relatable to potential consumers and encourage them to consider a product or service that they might never have seen or considered through traditional marketing methods.<\/span> <\/span><\/p>\n

In terms of content, there are many advantages across paid, owned and earned channels. Brands can utilise an influencer’s channels, but also further promote the content across a number of platforms, including internal channels, web posts, case studies and media opportunities.<\/span><\/p>\n

Similar to talent relationships, using influencers and the content they provide extends the channel opportunity.<\/span><\/p>\n

How do I find the right influencer for my business?<\/span> <\/span><\/h2>\n

There is a s%*& ton of influencers – both good and bad. The trick is finding the right ones at the right time, that fit with your brand ethos and resonate with your target audience.<\/span> <\/span><\/p>\n

There are several very good tools that help you identify the right influencer with defined metrics. These analytics will ensure a deeper understanding about reach, audience fit, engagement and impact. This, combined with knowledge of the landscape and an eye on culture, is the best guide for selecting influencers.<\/span> <\/span><\/p>\n

Do influencers always help a brand succeed?<\/span><\/h2>\n

Like any other marketing tool, if it’s not executed properly it’s not going to work. Same goes for influencers. But for all the horror stories, where influencer marketing has been executed poorly and not had the desired outcomes, there are 100 stories to the contrary.<\/span><\/p>\n

With any talent, brand ambassador or influencer, there’s always risk. But a solid strategy and understanding of the landscape and campaign purpose will reduce this.<\/span><\/p>\n

The right influencer, used in the correct way for the right brand, can increase and create connections with consumers in a unique and curated way.<\/span><\/p>\n

The best influencers have developed their channels to really connect with what their audiences are looking for, and can leverage this for the right brand and business.<\/span><\/p>\n

The key for influencer marketing to succeed is for a clear strategy and execution that defines the value, connection, and creative alignment between the brand and the influencer.<\/span><\/p>\n

Influencer Case Study: Anna Flanagan for Removery<\/span><\/h3>\n

The brand:<\/span><\/h4>\n

Removery<\/span><\/a> is the world’s leading laser tattoo removal service and is making laser tattoo removal more accessible for Aussies by having locations close to other traditional beauty and skincare salons and clinics.<\/span><\/p>\n

The influencer: <\/span><\/h4>\n

Olympian and former Hockeyroo<\/span> Anna Flanagan<\/span><\/a><\/p>\n

Why Anna?: <\/span><\/h4>\n

Anna was a natural fit for the brand because:<\/span><\/p>\n