The development of the business world is so fast, especially in today’s digital era. There are so many new strategic elements in marketing planning that should not be missed to try, one of which is using influencer marketing services.
Yes, Influencer marketing is one of the most widely used digital marketing strategies for businesses today. Its wide reach and quick results/returns are the two main reasons this strategy is a mainstay. The method is fairly simple. You only need to choose one influencer who will later promote your business through their social media content. Well, as a businessman, KH Friend needs to be more careful in choosing influencers so that the cooperation built is more optimal. So how do you choose the right influencer for your business? Check out the following explanation.
Overview of Influencer Marketing
Influencer marketing is a form of social media marketing where businesses or brands work with individuals or organizations who are influencers to promote a business. The promotion can be an endorsement or product placement on content created by the influencer. Therefore, if you are targeting consumers who are sourced from social media, using the services of influencers as part of your marketing strategy is worth considering. Given that they are people who have considerable influence on social media supported by a large number of followers.
Why should businesses use Influencer Marketing?
Influencer marketing helps businesses succeed in digital marketing. This marketing method makes it easier to build brand awareness and customer trust. In addition, there are still several other benefits of influencer marketing that a business can get:
Introducing the Product to the Appropriate Target Market
If you are just starting a business or about to launch a new product, then influencer marketing can be one of the marketing strategies, where these influencers will help your business introduce your new product to the target market. However, before that, try to do some research on the influencers you want to work with. Who are the influencers that are suitable for your product? And is your target market a follower of the influencer?
Reaching a Broader Market
The large number of followers that influencers have can be a market that brands or businesses can tap into, especially for brands that are just starting out and do not yet have an online presence. With influencer marketing, brands can tap into and reach out to potential customers within the influencer’s audience.
Increase Product and Business Credibility
Influencer marketing can also be a way for businesses to increase product credibility in the eyes of consumers. Influencers can provide reviews of the products or services offered, where customers can judge the quality of the product themselves from the review. The audience or followers of influencers also tend to follow and want to own the goods used by their role models, so they are more encouraged to use the products or services offered and reviewed by influencers.
Increase Sales
From influencer marketing, the result that businesses want to get is of course to increase sales. If businesses are successful in introducing products, targeting the target market, and fostering trust in the products offered, then the chances of sales growth can be greater.
Provides Opportunity to Recoup Capital
Running influencer marketing is certainly not free and requires a budget. But not to worry, influencer marketing can be an investment for brands and has the opportunity to return the capital from the budget that has previously been spent.
READ ALSO: 5 Tips to Optimize Your Collaboration with Influencers
Successful influencer marketing will benefit the business, as well as improve business performance.
How to choose the right influencer for your business?
Seeing the five benefits above, of course as a business owner, KH Friend is certainly tempted, right, to collaborate with influencers to increase your business profits? However, choosing influencers must be done seriously. This is so that the business does not suffer losses. Therefore, here are some ways to choose influencers for business as summarized from several sources:
Identify Brand Relevance
When choosing an influencer, the first thing you need to consider is their relevance to your brand or business. Try to choose influencers who are in the same field as your business. For example, you are a culinary businessman who wants to promote your restaurant through influencer marketing. So, choose an influencer who often discusses culinary, traveling, and so on. This is important because the focus of the influencer’s content will affect the interest and type of audience. Where the majority of their followers are those who also like culinary tours, traveling, or those who are looking for recommendations for places to eat and culinary attractions.
Viewing an Influencer’s Follower Count
Keep in mind, influencers themselves have several categories according to the number of followers, ranging from nano, micro, macro, to mega influencers. Here’s the explanation:
- Nano: Has a follower count of 1,000 to 10,000. Nano influencers are becoming a popular choice due to their low cost and offer quite a few other benefits.
- Micro: Has a following of 10,000 to 100,000. In general, people have higher trust in this type of influencer because there is a specific field that they are good at.
- Macros: Has around 100,000 to one million followers. They tend to have a diverse following or audience with varied interests. With that many followers, the reach can be wider.
- Mega: Has more than one million followers. Large numbers of followers allow influencers to disseminate messages in a short time with a wider reach. However, they tend to be more expensive.
Engagement Percentage
Next, look at the percentage of influencer engagement. Engagement is a benchmark used to see the level of audience involvement in a marketing strategy, especially social media. If an influencer’s engagement is high, then when he/she publishes content, the number of likes and comments from his/her followers will be high. Engagement shows whether the influencer’s content is truly influential and can increase audience interest.
Know the Social Media Used and Its Suitability to the Target Market
Each social media has a different majority of users. For example, Facebook is dominated by older users (generation X, baby boomers), while Instagram is dominated by young people to young adults (generation Z, Y, etc.). So, you should choose influencers who use social media that match your target market so that you can target potential audiences that are suitable for your business.
Checking the Quality of Influencer Content
Don’t forget to check the quality of the content an influencer has created, as it will show his/her professionalism at work. You can pay attention to whether the content discusses the topic/product comprehensively, whether the image/video/ audio quality is good and taken using adequate tools, the editing technique, the invitation sentence used, and many more.
Don’t forget to make an Influencer Collaboration Agreement!
Now, you understand how to choose the right influencer for your business. Achieving this is certainly not easy because many other business people also use their services, even their businesses are in the same field as yours. But don’t worry, as long as the product you are marketing is of high quality, the influencer will remain loyal. Especially if your business is able to provide a lucrative fee. Most importantly, don’t forget to make an influencer cooperation agreement. This agreement needs to be drafted together by the business owner and the influencer in order to reach an agreement and fulfill mutual obligations without coercion. This is important so that the agreement between the two is legally valid and both are protected if one party violates the agreement. With an agreement in place, each party can be aware of their rights and obligations, thus supporting the smooth implementation of a business relationship.
READ ALSO: Influencer Marketing Benefits for Businesses!
However, making a cooperation agreement may be difficult, especially for business owners who do not understand the risks that may occur in the future. Therefore, Kontrak Hukum is here to help you reduce the risks that occur through such cooperation agreements. With Kontrak Hukum, you can easily create an influencer partnership agreement for only IDR900,000! So, get started with your influencer cooperation agreement with Kontrak Hukum by visiting the KH Services – Influencer Cooperation Agreement page. If you have other business-related questions, you can also consult for free at Ask KH and via direct message (DM) to Instagram @kontrakhukum.
