Few people nowadays can imagine their lives without social media. And for many, it has become a virtual place of business. So, it’s only natural that the role of these platforms in the marketing world has become immense. With billions of people dedicating a part of their day to social networks, social media have assumed the form of a vast marketing playing field. And one of the game plans for many businesses has developed into what is known as influencer marketing. Thus, here is all you need to know about influencer marketing campaigns for service-based businesses.
What is influencer marketing?
Many people turn to their favorite online personalities, those they deem trustworthy, to help them make their purchasing decisions. Big brands have already identified the power these influential figures have. However, it’s not only huge and e-commerce businesses that benefit from influencer marketing. Smaller, service-based businesses can also enjoy tremendous benefits from employing these marketing strategies. They can help them attract new customers and grow.
Influencer marketing is a form of social media marketing. Influencers are people or organizations who have a reputation for being knowledgeable in a particular field and enjoy a considerable social influence. They have the power to influence people’s buying behavior through endorsement and product placement. And they do so by posting content on their social platforms, such as Instagram, YouTube, and others.
The content that influencers post is often sponsored. However, if they have earned credibility and trust from their social media following, this marketing strategy can prove highly effective since people love buying from people they admire. This content typically involves mentions or discussions about the brand or service in question.
Know what you are trying to achieve
While all influencer marketing campaigns aim to grow the business, it can mean different things for different businesses. Therefore, let’s assume your goal is to attract more clients. But, what exactly do they want these prospective customers to do? Sign up for a newsletter so you can market your services like that? Or perhaps, you want them to call and book an appointment.
So, once you know what your primary goal is, direct your campaign efforts toward accomplishing it. Don’t spread out to several goals just yet, because the message you are trying to send may get lost or lose power.
Choosing the right person is crucial
The success of your influencer marketing campaign will depend on who you choose to do the campaign. Firstly, and probably most importantly, you have to pick someone whose audience matched your target audience. Moreover, their ethics and values must match yours. For instance, you will want a vegan makeup artist to endorse your cruelty-free product.
The location is also vital for a service-based business as you want to attract people from your area. So, there may not be much sense in working with an influencer who can help you gather followers from all over the world. Your small, local business needs people who can actually come and visit you.
Finally, consider your finances. Celebrity influencers may be too expensive for you, while micro-influencers or niche influencers can deliver incredible results for much less. You can even partner up with your loyal customers who are active on social media and have a considerable following and still achieve excellent results.
Influencer marketing campaigns go hand in hand with special offers
As we have mentioned, your goal is probably to attract more customers and grow your business that way. So, you have to do something to incentivize those new people to come to your place or make a cool and book an appointment. Therefore, you need to create some special offers. Generally, people are much more likely to react and take a chance with a new service if given a special offer or some discount.
For example, the influencer you have partnered with to promote your business can have a code their followers can use to get a special discount. Also, if you sell products alongside your services, you can add a gift. With every purchased product comes a discount for a service, for instance. Alternatively, you can advertise that they will receive a small gift with every service they book.
A few more important notes
When using influencer marketing campaigns, it’s necessary to keep in mind a few things regarding the way how the campaign will be led.
- The type of content that the online personality of your choice posts will matter a lot. The demand for video content will only continue to increase. We can see it with the explosion of TikTok. Instagram Reels are also gaining popularity. Even Facebook live has picked up in popularity over the last year.
- Follow legal and regulatory guidelines for influencer marketing.
- Make sure you partner with a knowledgeable person who poses an authority in a particular industry. If you don’t, you may not be able to use the content they create.
- Consider having a long-term partnership with an influencer you have chosen rather than a one-off campaign.
- Always be professional. Influencers receive numerous offers daily, so make them want to pick you. Threat them with respect and perceive your arrangement as a business transaction it is. Don’t make the mistake of thinking you are doing the influencer a favor. This type of cooperation is a two-way street, and you need to take it seriously.
You can easily see how much potential influencer marketing campaigns have and much they can benefit your service-based business. It can help you target and reach new audiences, but even more importantly, it will give your brand more credibility. As mentioned, and you have probably noticed this from your experience, influencers are called like that for a reason. They have the power to influence people’s buying choices. Make sure you exploit its full potential by choosing the right person, listening to their feedback, and examining how to improve any future campaigns.
About author: Allan Jacobson is a content developer for Number 1 Movers. He is particularly interested in topics related to content marketing and utilizing SEO techniques to improve the ranking of various businesses. Recently, he has started learning about web development and is considering it as a future career. Allan is an extreme sports enthusiast and loves riding his bike in inhospitable terrain.