According to the 2015 Tomoson Influencer Marketing Study’s research results, influencer marketing isn’t a fad. It’s here to stay—and it’s big money too. In fact, it’s been reported that companies earn $6.50 for every $1 they spend on their hireinfluence influencer marketing campaigns. This was a big enough shift for PR professionals to take notice this year and change the way they’ve done things in the past. Now they have no choice but to make reaching out to influencers a central part of their workday.
What Else Did 2015 Bring Us in the Way of Influencer Marketing?
Content and the Platforms Used
As a marketer you’re probably accustomed to the consistency you have in the various digital marketing options you’ve used. Don’t get too comfy; soon you will discover that no two influencers are the same. That is because everyone’s experience is different and each audience requires a different message. As such, you must learn to place your trust in the influence marketing agency or influencer you choose to work with. After all, they are the ones who know how their audience will respond to your brand and its message.
So instead of saying “do this,” you must start placing your trust in your influencer marketing agency or influencer and asking, “What should we do?”
Making Influencer Marketing Work for You
One study conducted by Augure shows that brands are learning to do this. They are starting to collaborate with their content producer and respond to their actions instead of continually maintaining control themselves. These same businesses are actually making their relationships with influencers and influence marketing agencies a priority today. In doing so, brands are growing stronger and better as a result.
Maximize Social Business says that over the course of this year, 75 percent of brands still struggled to figure out who their main influencers were while another 69 percent are still struggling to decide upon the best strategies to use. Some of the other struggles businesses experienced with influencer marketing included the following:
- Identifying the influencers who are most relevant to their brand
- Determining the most appropriate influencer strategies
- Measuring an influencer campaign’s results
- Following up on an influencer’s activities
- Developing a large enough budget for implementing these types of campaigns
- Automating both the engagement and interaction processes
- Finding and training the right people to carry out their campaigns