Influencers 101: Why Businesses Should Utilize The Influencer Market

Influencers 101: Why Businesses Should Utilize The Influencer Market

Influencer Marketing Basics

The marketing world looks entirely different today than a decade ago. In the past, typically only one person played the role of a brand ambassador.

When my social media accounts started gaining recognition, I was introduced to the world of influencer marketing. A brand had reached out to me for the promotion of their product.

At first, I assumed they wanted me to be the face of their brand. I was so excited! But, much to my surprise, while this brand was interested in using my face and my platform, they didn’t want me to be the face of their brand.

I was one of the many influencers this brand planned on using for the promotion of their products. I later came to find out that this was what influencer marketing was all about. Many businesses utilize this market, and there are plenty of benefits.

Although I was disappointed that I wasn’t going to be the next major face of this brand, I was happy that the company wanted to utilize my platform. There are plenty of reasons why businesses should use the influencer marker. Let’s get into the top 10 reasons!

A Process of Exchange!

Before we get into these top ten reasons, it’s essential for companies to understand that the influencer market is a process of exchange. When asking influencers to promote your products, you need to make sure you’re offering something in return. Assess the influencer’s profile and see what kind of things they enjoy.

If you can’t provide direct payment, make sure you discuss that with them at first. You don’t want to be that company offering a free product for extended promo, especially when the product doesn’t interest the person you’re asking. Just like most markets, the process of exchange should be respected by all parties involved.

Make sure there’s efficient communication so that everyone is on the same page. Also, remember that if you really can’t offer direct payment for work, it’s okay. Companies shouldn’t feel bad when just starting. The budget is tight, and that’s understood!

However, if you do have the means to pay directly, companies should always opt to take that route. Why? Often, influencers take their jobs very seriously. If you wouldn’t work for free, you shouldn’t ask anyone else to work for free.

Keep this in mind as you read these reasons!

Social Media Posting

Lost the Task of Creating Own Content

One of the significant issues for companies is finding time to create content. When companies start, there are so many different aspects to be concerned about. Creating content for social media is at the bottom of the priorities list.

Handling social media is also at the bottom of the list. By utilizing influencers, you have the change to take that task off your hands as a business owner. As a business owner using influencers, you have access to all kinds of influencers with different creative ideas. This makes the process of creative direction much more comfortable.

The only hiccup with an aspect like this is that you don’t own the content. All content that influencers create belong to them until an agreement is signed.

Do you want to use their content efficiently? Make sure you draw up a contract that works great for your brand and the influencer.

Generate Sales

Influencers have precisely that, influencer. This means that their audience is waiting to hear their opinion about different things. Influencers generate sales like no other because it’s a different avenue to promote your services or products.

Depending on the length of the campaign and the type of product, using an influencer generates sales. Sales aren’t the only important aspect of running a successful business, but they are essential for the continuation of a business.

If you’re a company that’s just starting, the influencer market might give you the boost you need to get started. Also, another great thing about the influencer marker is that there are a lot of different options.

If one influencer doesn’t generate enough sales for you, maybe another will. It’s important to match with those that share similar interests as your brand.

Don’t be scared to reach out!

Influencers are Creative

As mentioned before, influencers take on a load of creating content for companies. Not only do they tremendously help brands without the means to develop their content, but influencers also create wonderfully creative content.

As an influencer myself, I have tons of fun creating different content for brands! I have a ton of platforms that I must maintain and grow, and the content I post is related to how well I do those tasks.

To produce valuable content, I need to be creative and nurture my original nature as well. Brands should make use of this and see how their platform grows!

Influencers Engage Well

To have a successful campaign, a brand must use an influencer that has excellent engagement. When your brand finds an influencer with proper engagement, hold onto them!

Why? Well, participation is vital. When influencers have high engagement, they have a higher level of reach. This means that the more people interact with an influencer, the more willing people are to share their messages. So, when an influencer with high engagement begins to market your products, your brand ends up with higher engagement as well!

Who could say no to that?

If you’re unsure of how to rate an influencers engagement, look at their follower to like ratio and follower to comment ratio.

How often are people liking or commenting on their content? How often are they responding to those comments?

These are all things that matter in the engagement game!

Target Market Influencers

Access to Target Market

One thing companies struggle to do is access their target market.

Sometimes, it’s not enough to create a company that has products for a specific market. You have to gain access to it and spread the word about your products within that target market.

For example, a beauty company that needs to get its products circulating in the target market isn’t going to use a fashion influencer. It wouldn’t make sense. The only smart option is to use an influencer that directly relates to the market you’re looking for. Once you do this, you’ll be able to target the audience you need to drive sales.

Also, most influencers are niched into a particular market. This means that they don’t usually diverge from their original content. The followers they have are loyal, and they’ll listen to what they have to say.

Also, the more niched an influencer is, the more solid their engagement usually is as well.

Cheaper Than Typical Marketing

Most advertising agencies charge tens of thousands of dollars for advertising campaigns.

While some highly ranked influencers do cost tens of thousands of dollars, other influencers aren’t as expensive. Some influencers will work with your budget because they love your products so much.

Typically, it’s easy to pay influencers, mainly since most handle payment for themselves. Instead of spending ten thousand for one agency, you can split that bulk sum into ten different payments for ten different influencers.

Your brand will reach different heights with this method. It’s a win, win situation for everyone involved.

An influencer gets paid for their work, and your brand increases sales by reaching more people at a lower price.

Influencers Are Easy To Find Now

Influencers these days are super easy to find.

There are tons of influencer marketing agencies out there ready to help you find your perfect match! Ever since influencers began showcasing their work, the influencer market has filled with various agencies trying to get their fair share.

The market is filled with multiple influencers ready to provide your brand with what it needs. The great thing about these agencies is that they make the process of working with influencers easier. For example, sometimes setting up payments is difficult, but with the help of an agency, you don’t have to worry too much about managing that.

Also, with the help of an agency, you can build a list of influencers that you use regularly. If you have a list of influencers, you can promote your products quickly, and get your brand out there. The only downfall is that agencies typically cost a lot to use. If you don’t have a huge budget, you might want to reach out directly instead.

Beauty Clout is a great and fantastic way for companies to connect with beauty influencers from all over the country! Take a moment to try it out!

Influencer Branding

They Keep Selling Authentic

When people see brands selling products, they’re more reluctant to buy from you.

Why? Well, more and more people are becoming aware of the fact that marketing is full of schemes to increase sales. People hesitate when it comes to spending money on brands, especially brands that are new or expensive.

By using influencers, your company is already different from others. The more that people trust the influencers you choose, the more they’ll be willing to purchase your products. Brands come off as more authentic when they spend less time trying to make a sale and more time spreading their brand message. When approaching influencers, don’t make it about a purchase. Instead of trying to convince influencers why they should promote your products, ask them to check out your brand for themselves.

Ask them to see if they enjoy your products or your brand message. If they do, start setting something up. Don’t do this unless you think your brand aligns with the values of the influencer.

The less you align, the less authentic your promotions will be. Understanding this is important for when you start to branch out!

There are Different Kinds of Influencers

This seems redundant because it all ties together, but it’s important to know the difference between influencers. There are macro-influencers which are influencers with a large following.

Then, there are micro-influencers, which influencers with minimal followers. The most significant difference between these types of influencers is engagement. Typically, macro-influencers have low to average engagement. This entails that, while these influencers have a lot of followers, their follower to like and comment ratio is lower than those of micro-influencers. Micro-influencers don’t have the most substantial following, but their engagement is usually much higher.

Someone with five thousand followers that manages to get five hundred or more likes has high involvement. Their engagement is fantastic for most people. The involvement that is higher than 10% is considered excellent and worth utilizing. As a brand, you should make sure you know these different types of influencers. The more that you know about these differences, the easier this market is to maneuver.

Success will come quickly when research and understand what you’re dealing with, especially as the market continuously changes.

Make sure you keep up, and if you’re unsure, it never hurts to ask!

Get a Brand Advocate

Eventually, if you like the influencers you use and enjoy their work, you can gain some reliable brand advocates.

A brand advocate is similar to being the face of a brand. Depending on what kind of agreement you have with your influencers, you can continue on a pay per post status, or you can create a new agreement.

I’ve personally had companies ask me to post for a commission, especially if we’ve been working together for a while. Sometimes, companies want to pay me a set rate to post a particular amount of times a month. It all depends on what works for you and the people you choose to work with.

A brand advocate might be an easy way to save and make more money as well!

Make Sure You Remember!

All in all, it’s essential to remember that the influencer market is relatively new. It’s okay not to know how to go about it.

Make sure you ask tons of questions and get the information you need from a trusted source. Read through these tips thoroughly to get an idea of what you need to do for success.

Working with influencers might take your business to new levels, beyond anything you’ve imagined! Also, utilizing influencers is a great way to create and build business connections.

Has your company used influencers before?

Let us know how it went!

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35 Comments

  • Arielle henry
    Posted September 16, 2019 10:06 am

    This is something I’m in the process of implementing as we speak. Word of mouth marketing has always been the most organic and in my industry the best. Influencers brand ambassadors etc. are essentially word of mouth on steroids. You’re taking the I hope they say something out of the equation to This person is dedicated and will absolutely say something. I’m just starting my process and am excited after having my business for years my biggest downfall has been marketing.

    • MikeyMoran
      Posted September 16, 2019 10:21 am

      I agree word of mouth is an AMAZING form of marketing and within all our budgets. FREE! Having some influencers on board will give your brand the boost it needs to get your products in more people’s hands. It’s a snowball effect for sure!

  • Jakia Wright
    Posted September 16, 2019 10:15 am

    Love this article💜 Even utilizing influencer marketing has helped my own brand. Most times people will buy solely based off of their favorite person on social media wearing a product because that influencer has already established that trust with their audience and coming in as a new brand it’s typically hard to gain trust for someone to spend their hard-earned money upfront on a company they don’t even know or doesn’t have brand awareness. Also too what I’ve learned is that connecting with these different influencers doesn’t necessarily have to be in your same niche. Collaborating with a makeup artist while you’re in the hair industry opens up more opportunity for both. For instance, a customer may like the models’ makeup but may also want to know where she got her hair from —- vice versa. More content to post so that your audience won’t get bored and also it opens up a whole new world of opportunities. Never know who you might link up with😉

    • MikeyMoran
      Posted September 16, 2019 10:23 am

      It’s amazing how much people rely on influencers for their next purchases. Just think about how this was not the case just 10 years ago. It’s so important to keep up with the times in business and marketing techniques to skyrocket your brand. Collabs are a brilliant way to stay in front of an audience. Then it’s just time to convert!

  • Nicole Smith
    Posted September 16, 2019 10:22 am

    I love this article and how informative it is on influencers. I definitely believe it is a smart and profitable way to grow your business. Customers now want to connect with people and not necessarily faceless brand names. I have been wanting to look into using influencers but it has been sooooo overwhelming. It was hard to know where to start on how to vet influencers and how to know who to trust. I love the idea of Beauty Clout. You can look for influencers in one place and you have a reputable company acting as a go-between so you feel safer in proceeding in working with the influencer.

    • MikeyMoran
      Posted September 16, 2019 10:28 am

      Onf of the great new features of Beauty Clout is there is a “Free Campaign” option to target micro-influencers looking to promote products just for sending them the product. Influencer marketing can for sure be overwhelming and we are doing everything to help make it easier for brands!

  • Shakima
    Posted September 16, 2019 10:32 am

    I was skeptical about hiring a brand ambassador/influencer at first until I heard about the Beauty Clout app. Once my ad was approved I had literally over 100 beauty ladies campaigning to be my influencer within 18 hours. I was able to look at their social media’s to see if the followers were apart of my target audience and approve their offer or decline. I’m just so happy. Making my box of products to send out to my new influencer.

    • MikeyMoran
      Posted September 16, 2019 10:47 am

      Awesome to hear! We have so many new influencers joining every day and an App for Influencers in development so you will get even more engagement for your Beauty Clout campaigns. More great stuff in the works!

    • Cheryl
      Posted September 16, 2019 1:04 pm

      This was a great read. I had so many questions when I first heard of influencers, you have answered a lot of them. This is very informative and well written. Thank you so much.

      • MikeyMoran
        Posted September 16, 2019 1:17 pm

        Now that you have the basics down of influencer marketing it will be important to learn how you can work with them and boost your brand’s presence. You might want to spend a few minutes reading about how to improve your collaborations with influencers.

  • Tynesha Evans
    Posted September 16, 2019 10:48 am

    This article was very helpful! I’ve struggled with getting my brand out there with little to no support from peers. I’ve recently tried the influencer route and it’s a slow process. Also, I recommended my influencer to beauty clout so she can be able to put herself out there as well. I’m all for seeing others win. My goal is to take this knowledge from this article and apply it to my business. Although, my journey with the hair business, hasn’t been easy, something in me just wont quit. Thank you for the information, I’m ready to put these notes into action!

    • MikeyMoran
      Posted September 16, 2019 10:59 am

      All aspect of marketing is a process for sure! The key is to continue to try new techniques and don’t get discouraged when something doesn’t work right away. Influencer marketing has worked for thousands of businesses and it will for yours too once you get a hang of it.

    • Michelle
      Posted September 17, 2019 8:09 am

      As usual, these articles have me thinking outside the box. The breakdown of Macro vs Micro-influencers was priceless. I’ve been considering influencer marketing but unsure what to look for when choosing the best person; very, very helpful!

      • @MoranMikey
        Posted September 17, 2019 10:17 am

        The days of having to have an influencer with over a million followers are over. The micro-influencers have a ton of power online now with their tight following. You now have options that you can test and decide what will work best for your brand and business.

      • @MoranMikey
        Posted September 19, 2019 6:44 am

        Glad to hear this has helped. There are all sorts of influencers and finding the best that works for your business. We built Beauty Clout because we thought it would be easier to have one place to find beauty influencers all in one place opposed to other platforms that have a little bit of everything. Staying focused is key! More great blog posts on the way!

  • Nadirah
    Posted September 16, 2019 11:09 am

    This was very helpful! Finding an ambassador seems so stressful because of trust and funding. I see people talk all the time about the ambassadors not promoting and end up losing out. This helped me feel a little more confident as to how to go about finding the right ambassadors.

    • MikeyMoran
      Posted September 16, 2019 11:14 am

      I totally understand. One of the reasons we created Beauty Clout was it could be a place of Escrow for paid promotions between brands and influencers. It helps keep the transaction safe and make sure both parties hold up to their agreement. Just sending an influencer a product and an online like payment can be really risky. Their incentive to complete the transaction is not high. Finding the right ambassadors takes a little skill and luck. Thankfully we have over 10,000 to choose from!

      • Ashantee Bailey
        Posted September 17, 2019 10:53 am

        I am still in the beginning stages of my business so I do not have experience in using influencers but I do know Influencer marketing is beneficial to all new and novice business owners. Besides boosting traffic and improving your websites SEO influencer marketing helps to build your brand’s credibility and trust factor with your customers especially if the influencer is genuine and trustworthy. As a consumer, if I see my favorite social media figure promotes a product I automatically go check it out. I feel it’s important to use influencers that don’t only care about the money or free; because if the product turns out to be trash you’ve just lost some customer trust.

        • @MoranMikey
          Posted September 17, 2019 3:39 pm

          Great points here! We continue to see the celebrity influence grow. What is interesting is how it has changed from TV/Movie personalities to also now Instagram, YouTube, and other social media platforms. I have no idea what will be happening in another 10 years but this type of marketing is happening now!

  • LaNay Porter
    Posted September 16, 2019 11:39 am

    Hello I really enjoyed the article. Very helpful info. I wanted to ask do you think it is ok to offer free products as payment if you can not afford to pay cash to the influencer if it benefits them personally and aligns with them.

    • MikeyMoran
      Posted September 16, 2019 12:36 pm

      Great question! The product for payment option is now available for PRO users of Beauty Clout. It’s a fantastic way to work with influencers. You might not get an influencer with a million followers but you can get plenty in the 10,000 range. We highly recommend this!

  • Patricia Wesley
    Posted September 16, 2019 2:15 pm

    Awesome. I’m excited to try it out I think it will be a great opportunity for me to get my business in the face of people 😊

    • @MoranMikey
      Posted September 16, 2019 2:20 pm

      Yes. For sure! If you have a Shopify store we also just launched the Beauty Clout App that makes the process of hiring and managing influencers really easy. Working with Instagram users can also allow you to quickly get new photos and content for your website. The key is to get the most out of each campaign.

  • Nicole Reaves
    Posted September 16, 2019 3:27 pm

    This is another great article! I began to do my research on this process of gaining and seeking out Influencers to collaborate within helping to promote my products/business. I’m learning the different ways to offer something that adds value to their work and/or business, It seems as though being an influencer is definitely a business. It’s also critical to ensure that the opportunity and my brand is relevant to them and their audience. The networking and technology game has stepped up within the past 5-7 years when it comes to building your brand.

    • @MoranMikey
      Posted September 16, 2019 3:37 pm

      Agreed. It’s crucial to make sure the following of the influencers you hire alight with your audience as well. It’s amazing how much has changed in just the last 5 years. Entire brands have been built from the promotions of influencers. Just look at Fashionova, the brand that did it the best.

  • Tangdiva
    Posted September 16, 2019 3:53 pm

    Influencer marketing can boost your business to levels that cannot be matched. And it’s cheaper than Facebook Ads.

    • @MoranMikey
      Posted September 16, 2019 4:30 pm

      This can be true. Talking about Facebook ads, we think it’s crucial to have a well thought out Facebook/Instagram ads retargeting campaign. Many of the visitors that an influencer sends to your website will never come back after just seeing your site and products once. If you match a retargeted ads campaign they will continue to see your brand and this will increase the chances of them coming back and making a purchase. It takes a little time to build some trust with the consumer.

  • Keesh King
    Posted September 16, 2019 5:47 pm

    This article was very informative. I will use this to help grow my business. Thanks for wanting to help other businesses succeed.

    • @MoranMikey
      Posted September 16, 2019 7:11 pm

      Sounds great! The Beauty Clout Influencer Marketing Platform is the perfect solution for those wanting to manage the hiring of influencers. The Shopify App is really next level as well!

    • @MoranMikey
      Posted September 19, 2019 6:45 am

      Get your influencer campaigns going and take your business to the next level!

  • MIchaele williams
    Posted September 17, 2019 6:30 am

    I think beauty influencers really can help build your brand by using their platform to get to your targeted audience. What I’d like to know is what’s the minimum followers an influencer have?

    • @MoranMikey
      Posted September 17, 2019 9:39 am

      Good question! I have seen brands be successful with influencers that have as low as 1,000 followers. It really depends on how engaged the followers are. The other benefit can also be that you can repost the influencers images on social media or even your website. This is a great way to get additional content for marketing your business. A general rule though would be someone over 5,000 followers to probably get the best return on investment. That is either just paying the influencer with a product or with currency.

  • Rene Burrell
    Posted September 17, 2019 9:09 am

    The article was very helpful and informative, in all aspects for a person like myself that are just starting out. This will help my business to grow.

    • @MoranMikey
      Posted September 17, 2019 10:19 am

      Awesome! You have to find the best marketing avenues for your business. Working with influencers can make a huge impact if done properly. It’s really important to also have lead generating calls to action for those that don’t purchase on the first visit. This combined with some basic retargeted advertising and you will be off the to races!

    • @MoranMikey
      Posted September 19, 2019 6:43 am

      The key to success in marketing your business will be to continue to take time and learn the techniques that will help you succeed. They might not work in the beginning but that is part of marketing. Always tweaking your pitch and trying new things. Work with brand ambassadors has proven successful for many but you will need to find what works best for your business. Keep going and wishing you much success!

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