How to Use Influencer Marketing to Grow Your Brand

Taking a closer look at influencer marketing and how it can promote your brand in the digital era

Gayle Kurtzer-Meyers
Mar 20 · 6 min read

Businesses that wish to promote their brand online can utilize several different online marketing strategies. This includes email marketing campaigns, online paid advertisements, and influencer marketing. Influencer marketing is an advantageous digital marketing method that has exponentially grown in popularity over the years.

Let’s take a closer look at influencer marketing and how it can promote your brand in the digital era.

You may have heard about influencers taking social media platforms by storm. However, few people understand what influencer marketing is. So what exactly are influencers?

Put, simply an influencer is some with influence. In the context of social media, an influencer is someone with a large number of dedicated followers that view them as a trustworthy or an authority figure on some issues. This could be influencers who specialize in reviewing restaurants or influencers who test out various make-up products.

You should note that the type of influence an influencer wields can vary depending on the individual. Two influencers could be very different from each other despite performing similar duties.

Influencer marketing has been around for over a century. Early television and radio advertisements featured celebrities or notable personalities who promoted various products and services for brands. Modern-day influencer marketing is an extension of this practice. However, these social media influencers are more akin to freelance marketers.

The concept of influencer marketing first gained prominence on social media sites such as Instagram in the mid-2010s. Today, there are millions of influencers on social media from around the globe. The influencer marketing industry was worth a whopping $8 billion in 2019 and is expected to reach a value of $15 billion by 2022.

Influencer marketing can help your brand in numerous ways. This includes:

Building trust quickly

New brands often spend many months or even years building up their reputation and trust from customers. This is a natural part of the brand operation process. However, this also means it may take some time for you to build a sizable customer base.

Using influencers helps bypass this process by drawing in new customers who trust your brand from the get-go, thanks to the influencer’s endorsement.

Better brand awareness

Influencer marketing is beneficial for expanding your brand’s reach and helping it become known in digital spaces. Users spend on-average 145 minutes per day on social media sites. Hiring an influencer allows you to reach new customers in the digital spaces they spend most of their time.

Benefitting from a partnership

Hiring a social media influencer can be viewed as starting a partnership with a freelance marketer. This is an individual who is familiar with their audience and the best ways to market to them. They can also offer social media promotion suggestions or approaches you may not have previously considered.

In a sense, social media influencers help expand your marketing strategy and take care of much of the legwork involved with digital marketing.

If you are interested in promoting your brand with social media influencers’ help, you can use the following steps.

Find the right influencers

The first step is to find the right influencers for your brand. One helpful strategy is to ask your peers which influencers they follow in your industry. Their responses should help you get an idea of which influencers are popular.

You can also browse social media sites and look for influencers with a large following. It’s not uncommon for influencers to have thousands or even millions of followers. However, the trick is to find influencers with engaged followings. You can determine this by viewing the number of likes and comments on each of their posts.

If an influencer has hundreds of thousands of followers but only receives a few hundred likes or just a handful of comments on each of their posts, it implies their followers aren’t engaged.

Alternatively, you can look at various journalists that write about brands or products in your industry. Journalists may appear to be distinct from influencers. However, they often have many followers eager to read each new content piece they create, making them similar to influencers.

It is also essential to check which types of brands this influencer has promoted in the past. If they have worked with vastly different brands from your own, their tone and audience may not fit yours. The good news is that you have millions of influencers to choose from, so you are likely to find at least a few that are a good fit for your brand.

Get in touch with the influencer

The next step is to get in touch with your chosen influencer. While some influencers will agree to promote any brand if paid enough, others decide to work with brands that stand out or fit with their influencer brand. After all, the most popular influencers are approached by numerous brands regularly. If you want to get an influencer’s attention, your brand must be noteworthy in some way.

You can establish a connection with the influencer by reaching out via email or messaging them on the social media site. You can help break the ice by informing them you are a long-time fan of their work or that you enjoyed reading one of their recent reviews.

You can also make your brand look worthwhile by offering the influencer some form of value. It could be value in the form of social media shares from your account or by offering them free products not currently released to the public. Every influencer wants to grow their following. If you can demonstrate that your brand can benefit them in this way, they will be more likely to partner with you.

Influencers typically take care of much of the social promotion tasks from their end. However, you can always help them align their brand feature post with your brand’s values.

Some tips to help influencers with their campaign include:

Offering the right resources

Influencers typically require information about your brand, products, or services before creating their social media posts. It could be basic information such as what your product does and how it benefits users. You can also provide information about your brand’s values and preferred tone when communicating with customers.

Be easy to reach

The influencer or their social media management team may also try contacting you with last-minute questions about your brand or products. These questions will help them offer a more accurate view of your products or services. For this reason, you should ensure you are easy for them to reach.

Track their posts

Once the influencer has begun promoting your brand, you should keep track of their campaign performance. For example, if you have hired a Twitter influencer to promote your brand, you can look up their campaign’s popularity by looking up the hashtag they have used.

Other ways to track influencer marketing strategy success include:

● Tracking impressions or views.

You can also track conversions by viewing how many users have filled out forms or have completed actions via the call-to-action in the influencer’s post.

Social media influencers help your brand reach many viewers in a relatively short amount of time. These social media moguls can help you traverse the sometimes difficult-to-understand social media landscape and offer assistance in areas you may have difficulty. All these factors make using social media influencers worthwhile.

If you want to boost your brand presence on social media platforms, hiring a social media influencer is undoubtedly the way to go.

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Gayle Kurtzer-Meyers

Written by

20+ years in Property Management, freelance writer, advocate for positive thinking, enjoy running for charity events, interested in a variety of topics

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +799K followers.

Gayle Kurtzer-Meyers

Written by

20+ years in Property Management, freelance writer, advocate for positive thinking, enjoy running for charity events, interested in a variety of topics

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +799K followers.

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