How to work with influencers in 2023

Influencer marketing has become a significant trend over the last few years, as social media usage has skyrocketed. People now connect with online personalities across various niches, including fashion, fitness, and beauty bloggers. 

Most people have a few influencers whom they follow closely on platforms like Instagram, Twitter, or YouTube. By connecting with them, people gain intimate knowledge about their lives, which helps build trust between the influencer and their followers. 

This trust has led to the rise of influencer marketing, with research showing that 74% of people trust social networks to guide their purchasing decisions.

Finding a relevant influencer for your business

Having a relevant influencer endorsing a product is incredibly valuable, even for new companies. An established online personality gives instant credibility to a brand. However, it’s crucial to choose an influencer who is appropriate to be the face of your brand. 

A fitness influencer, for example, would be a great fit for a protein powder brand, while a beauty influencer would work well for a new face mask. By choosing the right influencer, you can be confident that most of their followers will be your target audience, making it easier to create targeted advertising.

According to recent studies, 17% of companies spend over half their marketing budget on influencers, proving their importance. When working with influencers, it’s essential to start by setting campaign goals. 

What do you expect to achieve from the campaign, and why? Is your aim to increase brand awareness, drive more traffic to your site, or make more sales? Knowing what you want to achieve will help you choose the right influencer for your campaign, depending on your budget.

How to work with influencers

Influencer Campaign Goals

Setting clear and measurable campaign goals is essential to the success of your influencer marketing strategy. It’s important to determine what you hope to achieve through your campaign, and how the use of influencers can help you meet these goals.

One common goal for influencer marketing campaigns is to increase brand awareness. This is particularly useful for new businesses or products that are looking to gain a foothold in the market. By partnering with an influencer who has a large following and strong engagement rates, you can quickly introduce your brand or product to a wider audience.

Another common goal is to drive more traffic to your website. This can be accomplished by creating sponsored content that encourages followers to click through to your site. This can include influencer-generated blog posts, YouTube videos, or Instagram stories that showcase your product or service.

Boosting sales with influencer marketing

In addition to these goals, many businesses use influencer marketing to boost sales. This can be done through the use of special promotions or discounts that are exclusive to the influencer’s followers. Influencers can also create product reviews or unboxing videos that highlight the benefits of your product and encourage their followers to make a purchase.

It’s important to keep your goals in mind when choosing which influencer to partner with. Consider the influencer’s niche, audience demographics, and engagement rates to ensure that they are a good fit for your brand and campaign objectives. Depending on your budget, you may also choose to work with multiple influencers to reach a wider audience and achieve your campaign goals more efficiently.

Finding Appropriate Influencers

Influencer marketing is all about building authentic relationships with people who have an engaged audience that aligns with your brand values. Businesses are making $5.20 for every $1 spent on influencer marketing and choosing someone who has relevance to your business is vital – choosing the right influencer can make or break your campaign.

It’s essential to take the time to research and find the perfect fit. Influencers come in all shapes and sizes, from micro-influencers to celebrities, and it’s essential to choose someone who fits your brand’s persona and values.

When looking for appropriate influencers, it’s crucial to think about who their audience is and how they align with your brand. For example, if you sell vegan skincare products, it would make sense to collaborate with influencers who promote veganism or cruelty-free products.

Influencer engagement rates

It’s also important to consider an influencer’s engagement rate and not just their follower count. An influencer with 10,000 engaged followers can be more effective than one with 100,000 followers who are less engaged.

Another factor to consider when choosing influencers is their content. Look at their past collaborations to see if they align with your brand’s image and values. Suppose an influencer you are considering has previously promoted a product that conflicts with your brand values. In that case, it’s probably best to look for someone else.

Influencer marketing campaigns can range from one-off posts to long-term partnerships, so it’s essential to choose an influencer who you can see working with for an extended period. Look for someone who is passionate about your product or service and who shares your values. Building a long-term relationship with an influencer can lead to a higher return on investment and increased brand loyalty from their audience.

In summary, finding the right influencers takes time and research. Look for influencers who align with your brand values, have engaged audiences, and create content that resonates with your target audience. Choosing the right influencer can help you build brand awareness, reach new audiences, and increase sales.

How to work with influencers

Influencer Marketing Budget

When planning your influencer campaign, it is important to consider your budget. While some influencers may be willing to work for free products or exposure, the majority will require payment for their services.

When setting your budget, it is important to consider your overall goals and how much you are willing to invest in your campaign. You may choose to offer a fixed payment or negotiate a payment plan, such as paying per post.

It is important to be transparent with your chosen influencers about your budget and payment expectations to avoid any misunderstandings.

If your budget allows, consider working with multiple influencers to reach a wider audience – partnering with a large number of influencers can generate significant results.

However, it is important to weigh the benefits against the cost and ensure that multiple influencers align with your brand’s message and values. Choosing the right influencers is key to achieving your goals, so it’s important to allocate your budget effectively.

Your First Influencer Marketing Campaign

When planning out your campaign with your chosen influencer, it’s important to consider which type of campaign will resonate best with your target audience. For example, if your goal is to increase sales, a giveaway campaign where followers can enter to win a product can be effective.

Testimonial campaigns, where influencers share their personal experience with your product or service, can help build trust and credibility with potential customers. Social media takeovers, where an influencer takes control of your brand’s social media accounts for a day, can give followers a behind-the-scenes look and increase engagement.

It’s also important to consider which platform will have the most impact on your target audience. While Instagram is the most commonly used platform for influencer marketing, other platforms like TikTok and YouTube may be more effective depending on your target audience and the type of content you’re promoting.

Remember that influencer marketing can make a significant impact on your business, but it’s important to use it wisely and in a way that aligns with your overall marketing strategy. Set clear goals and track your results to ensure that your campaign is delivering the desired outcomes.

Influencers and your business

As a business owner, it’s essential to stay on top of the latest digital marketing trends to ensure that you’re reaching your target audience effectively.

Influencer marketing has proven to be a powerful tool in recent years, and it’s a strategy that shouldn’t be overlooked. With the right goals, influencers, and campaign, you can make a significant impact on your business’s success.

At boxChilli, our team of digital marketing experts can help you navigate the world of influencer marketing and create a strategy that works for your business. With our extensive range of digital skills and a data-driven approach, we can help you achieve real, measurable results and a tangible ROI. Contact us today to see how we can help take your business to the next level.

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About the Author

Gemma P

Social Media Manager

Introducing Gemma, our Digital Marketing Executive. Gemma has been a member of the boxChilli family for over a year now, having honed her social media skills during three lively years at a London agency before joining us.

Gemma has a knack for creating content that catches the eye and is just as passionate about life beyond work. When Gemma’s not at her desk, you’ll often find her enjoying quality time with her family, drawing from her experience in the beauty industry, and indulging in her love for good food, travel, and hanging out with friends.