Influencer marketing has become an essential marketing strategy for many companies. It can help you build your brand awareness and increase your sales. It can also boost traffic on your website and improve engagement. Consumers perceive these internet celebrities as their friends. That is the reason why influencer marketing is so effective. Consumers are much more likely to purchase a product or service if a friend or someone they admire has recommended it. This marketing techniques has become prevalent among marketers given that 60% of them work with a minimum of 10 influencers per one campaign. And its popularity is only expected to rise. So, the only question is how to find the right social influencers for your moving business.
Determining who the right influencers for your moving business are
If only choosing the right influencers for your business were that easy as looking at the number of followers a particular influencer has on their social media accounts. To find the right social media figure to help you advertise your moving business, you will have to consider several factors.
How relevant a particular influencer is to your niche
Before you consider the statistics and numbers, you need to see how well an influencer’s content aligns with your brand and your type of business. Make sure you read through their posts. Often, large numbers of followers and subscribers will mean nothing if the kind of audience they have will not be interested in your service.
Also, it’s essential that your brand and the influencer share the same values. For example, if you want to highlight that you run your business in an environmentally aware manner, you will need someone who is also environmentally conscious.
Check the influencer’s engagement
Engagement will tell you how well an influencer’s audience interacts with their content. You can quickly check that by looking at the number of likes, comments, and shares of the posts. You can also ask to see the percentage of readers who return and the percentage of newcomers. All of that will tell you how meaningful the relationship the influencer has with their followers.
Check the reach
Although reach is important, it shouldn’t be the most important metric to consider. It is not necessary to look at the number of unique visitors only. After all, these numbers and traffic are only valuable if the influencer manages to reach your target audience.
For example, a moving business is more likely to benefit from cooperation with a local influencer with fewer followers than a globally famous one. Moreover, you should consider the platform that your target audience uses the most. Thus, Instagram and Pinterest are probably not the kinds of social media you need.
How frequently the influencer posts content
There is a correlation between how often an influencer posts content and the traffic on their platforms. If an influencer posts at a particular time in a week, it is likely that their followers will anticipate the next post. And if these posts are consistently high-quality, followers are likely to come back, like, share, save, etc. Influencers who don’t post regularly and frequently tend to lose followers or have a high turnover rate. Consequently, they don’t enjoy much loyalty and have fewer return visitors.
How authentic is an influencer
People tend to trust more those influencers who have less sponsored content. They also appear to be more authentic. And this is where a moving business can benefit significantly from cooperation with an influencer. A personal story that involves the use or mention of service will be deemed trustworthy.
Since moving is not the type of service one will need regularly, things can get slightly more complicated for you. However, even influencers move. If you provide them with the services they need, they can use this event to share the story with their followers. Such authentic and unique content can bring excellent results. It will be a genuine recommendation.
Other important considerations
When you decide to incorporate the influencer marketing strategy into your marketing efforts, you have to figure out a few more things.
- What are you trying to achieve? How will you measure success? What will you monitor: brand exposure and reach, sales increase, a boost in engagement? You and the influencer you are working with must be clear on what your goal is.
- Who is your target audience? You must determine what type of message your audience will want to hear.
- Would you benefit more from a few micro-influencers or one macro-influencer? As a service-based business, a few local micro-influencers, carefully chosen from areas where you operate, could be a better option for a moving company.
- What will the influencer provide, and how will you pay them? Decide what you want from an influencer. Is it a blog post, a Tweet, a YouTube video? Also, agree on how you will pay for their services. Will it be compensation or a combination of money and services?
Whatever your niche, you can benefit from influencer marketing. The key is to find the right social influencers for your moving business. With a bit of effort and some research, you can locate an influencer or more of them. And when you do, make sure that you create high-quality, engaging, and authentic content. You ensure that by knowing what kind of content you want and who your target audiences are. Also, you must know what the end game is and how you will measure success. Finally, remember that influencers are who they are for a reason. They know what they are doing. So, make sure you listen to their input and let them use their creativity.
About author: Orson Carter works for Professional Movers Ottawa in the marketing department. He loves his job and enjoys sharing his experience with others. Therefore, Orson has started writing content on various marketing strategies for his company and other websites. In his free time, he loves reading and cycling.