Influencing influencers: How tech brands can tap the new social media celebrities
Influencer marketing. If you work in communications, you’re bound to have heard the phrase. When seemingly anyone can become Instagram famous, tapping social media influencers has quickly become a check list item for brands looking to reach new eyes and minds.
And it’s no surprise. Data has shown that 92 percent of consumers trust recommendations from other people – even someone they don’t know – over brand content.
But how can tech brands tap influencers to bring new business and customer value, even when products walk the line between creative and commodity? Follow these three tips and you should be walking the yellow brick road in no time.
1. Find the man in the mirror. Your customers are the lifeblood of your brand, and needless to say, their needs and interests must be your first consideration when diving into influencer marketing.
When you crawl into the minds of your customers, what drives them? Why do they buy your product? Does it fill a daily need, fix a problem, or do they just think it’s cool and trendy?
The teenager who buys a hoverboard for rolling around the neighborhood is far different from the business traveler buying a portable battery to keep her gear connected on the road.
When searching for influencers, keep your customers’ needs and interests in the forefront. Who out there speaks to the dog owners who might buy a pet wearable that detects their dog’s emotions?
Is it the nationally ranked veterinarian who shares pet-care tips on her YouTube channel, the urban dog walker whose Instagram is awash in pictures of furry four-legged friends?
In the grand scheme, it could encompass some influencers who you may at first shrug off. Don’t discount the potential sway of a body builder with a passion for his three fidos.
2. See who’s reflecting back. The flipside of targeting based on your customer’s interests and needs is targeting based on the influencer’s wants and interests. Does she travel frequently, taking pictures of her adventures in far-flung locales? Then she might appreciate getting the newest travel gadget to test first hand.
Is organization his M.O.? He may be the perfect sounding board for your newly launched 2-in-1 phone charger and organizer — perfect for taming a rat’s nest of cables.
While looking for influencers who fit the bill, don’t neglect those who may, at first glance, seem unrelated. The fashionista posting haul videos and OOTD (outfit of the day) posts may be a better fit for your mobile accessories than you imagine.
Attending five runway shows, a working lunch, plus hours getting ready in the morning and at night during Fashion Week will leave her battery running on E. Who better to save the day than the brand with the slim, sleek battery pack that will keep her lifeline going as long as she does?
— stephanie s. (@stephsterjovski) September 13, 2015
3. Remember it all begins (and ends) with presentation. Harkening back to age-old tips on interacting with the media, a well-tailored message is the key to making or breaking a relationship, and the same is true with influencers.
Doing your due diligence up front to determine what will resonate with a particular influencer will help craft the best message, allows for a personalized flourish, and sets the stage for engagement. And remember, when sending that first message, a simple ask will likely return a better response than one that’s overly complicated and asks much more of the influencer than your brand offers in return.
Simple ask: “Can I send you gear for your upcoming trip to Jordan? I think you’d appreciate the extra juice while you’re taking pictures of the Temple of Petra — I doubt there are outlets nearby.”
Complicated ask: “Can I send you gear to use on your upcoming trip to Jordan? Perhaps you can write a review and share images of the products while you’re away. Would you consider doing a giveaway for your Instagram followers ahead of the trip too?”
Once the initial back and forth is done, the physical presentation kicks into gear. When a brand representative can’t be shipped across the nation, putting thought into the first “face to face” meeting is imperative. A glossy box, tissue paper, and on-point branding can mean the difference between a quick social share and radio silence.
We’ve helped client Ventev Mobile get this down pat:
#Repost @destination_wow ・・・ @ventev_mobile was kind enough to send me a care package for my iPhone 6 Plus. They have an amazing selection of mobile accessories, all of which are made from quality materials. I’ve been using their products for the past 3 months with no problems whatsoever. Make sure to go check them out ❤️ @ventev_mobile
A photo posted by Ventev Mobile (@ventev_mobile) on
At a time when influencers are rising stars and 30 percent of consumers are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity, there’s no better time to kick off an influencer marketing campaign. Just make sure you do it right.
Stay tuned, right here, for more tips and insight on influencer marketing.
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