How to sell a pen or the power of influencers in practice | by Appska – marketing agency (mobile ads) | Mar, 2023

Influence marketing is a tool for promoting goods and services through opinion leaders (influencers).

Opinion leaders are celebrities (actors, singers, athletes, presenters) and popular bloggers. Also, influencers can be experts in a certain niche — doctors, psychologists, economists, etc. — who run their social networks and whose opinion the audience listens to

1. Define the goals, objectives, scale and budget of the campaign
   To understand how effective the campaign was, first you need to decide what you want to achieve.

Influence Marketing Helps:

– increase brand or product awareness;
– stimulate sales;
– increase audience engagement;
– increase loyalty and trust in the brand or product;
– to work out objections, to reveal the possibilities of the product;
– improve the reputation of the company or product.
After the goals and objectives have become clear, it is necessary to determine the budget.

Prices for such accommodation can fluctuate greatly. For example, a blogger with an audience of up to 5 thousand people may agree to talk about a new procedure simply for the fact that he will be given it for free. It will not be possible to negotiate a barter with large influencers — you will have to pay several hundred thousand, and sometimes millions of dollars for large coverage.

2. Find and select influencers
Opinion leaders are usually divided into four categories depending on the number of subscribers.

1. Megainfluencers are celebrities or popular bloggers who have gained more than a million subscribers in social networks. The main advantage of their promotion is high coverage. The main disadvantage is the high price tag. Promotion in the blog of “millionaires” will be effective when it is necessary to increase awareness or bring a new product to the market.
2. Macro — influencers are bloggers with the number of subscribers from 100 thousand people to 1 million. The advantages of working with them are high coverage, a professional approach to content preparation. Of the minuses — high prices for accommodation, as well as bloggers with millions.
3. Micro — influencers are bloggers with the number of subscribers from 5 to 100 thousand. The advantages of placement are the opportunity to reach a loyal target audience for a small fee. Cons — low coverage compared to more popular bloggers.
4. Nanoinfluencers are authors with up to 5 thousand subscribers. Pros — high credibility and trust of the audience, the possibility of placement on a barter basis. Cons — low coverage.

3. Decide on the format of cooperation
There are two main formats of cooperation with bloggers:

• a one-time placement implies the publication of a single post or story with a mention of the brand/ product;
• a series of integrations is a format of regular cooperation, when a company agrees with an influencer that he will publish content about a brand/ product for a certain period of time;
• Analyze the effectiveness and draw conclusions;
• After the campaign, it is necessary to analyze the results: whether the goals set by the company were achieved, whether everything turned out to be implemented as intended.

When evaluating the effectiveness , you can rely on the following metrics:

reach — how many potential users have learned about the brand/product;
engagement — how many likes, reposts, comments and mentions subscribers have made;
number of clicks — how many clicks to the site or landing page were made by subscribers.
Also, if necessary, you can analyze sales, return on investment in advertising, brand awareness and CPC.