Marketing experts gave their tips for working with influencers.See more stories on Insider's business pageRihanna has millions of fans, yet regularly collaborates with other musicians, models, and content creators to elevate her lingerie brand Savage x Fenty. It goes to show howAnd it doesn't take a celebrity-backed brand to establish relationships with influencers.
Look at who is currently following and engaging with your brand through what Influential.co CEO Ryan Detert calls"micro-segmentation." First, identify customer demographics like age, gender, and location; then, their common interests and values. Look for influencers who match those. "So if your brand is very altruistic and charitable, find influencers that are also perceived that way," Detert said.
Finally, find the tastemakers in your vertical and look at how they are talking about and engaging with brands similar to yours. Once you've identified the right influencer, you'll need to convince them you're a good fit for their brand."If they're aligned and they love your brand, it shouldn't be a hard conversation," Gagliese said.
Whether you're pitching an influencer directly or their agency or management company, your initial outreach should be a benefit statement communicating how your brand complements theirs and your plan to promote their content."Make it a mutually beneficial relationship to engage with your brand," Detert said.The cost of influencer promotions varies depending on industry and platform. Typically, prices range from $10 to $20 per 1,000 followers, Detert said.
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