If you’re reading this, you probably have an opinion on influencers.
You either understand the potential of working with influencers and don’t know where to start, or you hate them with a passion. There rarely is an in-between.
As a former journalist, I’m well aware of working with trusted people to build a brand.
As a marketer, I’m well aware of working with trusted people to build a brand.
So, in this blog, we look at 10 Things I’d Like Every Small Business Owner to Know About Influencer Marketing.
But first, What is Influencer Marketing?
Influencer marketing leverages trusted personalities on social media to promote your products or services, helping small businesses reach targeted audiences authentically and effectively through credible endorsements and engaging content collaborations.
The best influencers you know are the people who will never call themselves influencers !!!
Dave Down The Pub’s Opinion On Influencers Is Irrelevant
When it comes to business, you never trust Dave down the pub.
Dave down the pub does not run your business.
Dave down the pub has not invested all the time and money you have.
Dave thinks every influencer looks like the jokey filter above / below.
You would not swap your life with Dave down the pub.
And let’s face it, everyone thinks Dave’s a bit of a d*ck!
So whilst Dave thinks influencers are seeking freebies or cheap scavs, the reality is most influencers have put the leg work in and put the hours in to build their brand, community and audience. They work hard in producing quality work and as such have run their business for years.
Over the years, I’ve had accusations of “Tweet To Eat” or “Freeloaders” because I get invited to the same Altrincham openings that every other Altrincham account gets invited to. Last year in 2024, I dined out 97 times and I can count on 1 hand the number of those that were invites.
So from this point this is year dot on your opinion on influencers.
You’re reading this article as a serious business professional.
Influencer marketing Can Be A Cost-Effective Way To Reach A New Audience
Some businesses work with influencers purely for the impressions.
Some businesses work with influencers with the mindset of specifically driving sales.
You need to decide the objectives from the outset and be clear about that with who you’re working with.
But there’s no debating that Influencer marketing Can Be A Cost-Effective Way To Reach A New Audience.
Often the businesses we work with on our social media channels can reach 5-figure numbers, 10x their own social media reach and drive leads or sales off the back that.
It would take the business owners years to reach those levels on their own.
You Need To Do Your Research on Influencers
Don’t just reach out to the 1st person you find.
Don’t just reach out to the biggest person you know of.
Do your research.
Follow their content for a while.
Look at their reach.
Track the engagement (and who is engaging).
Look at the sentiment of their posts.
Talk to them as a general audience member to find out if they’re your sort of person before dropping a DM with the business enquiry.
The Best Results Come From Long-Term Business Relationships With Influencers
It’s not what we do once in a while that shapes our lives, but what we do consistently.
Budget for working with influencers more than once.
Can you work together every month?
If not every other month or quarter.
It’s a lot more powerful and authentic when audience members keep seeing your brand pop up more than once.
Your Engagement Strategy Should Include Influencers
We don’t call ourselves influencers, but we’re influential.
Do you know what is really frustrating?
When we work with a brand and the said brand engages with the piece of content, but doesn’t engage with other pieces of content.
The reason you’ve chosen to work with us is because our audience are relevant to you, but in the 30 posts in between the ones about your business you’ve not engaged once.
Get deep in the comments section and you’ll get a lot more from the relationship.
And trust us when we say we’re not the only people who think the same.
Some Influencers Use Engagement Pods to Falsely Inflate Numbers
Approximately 30% of our social media management revolves around the hospitality sector, an industry heavily intertwined with influencers.
We’ve observed how influencers, much like small business owners, utilize engagement pods to artificially boost interaction.
Essentially, influencers reciprocate engagement among themselves organised through platforms like WhatsApp, creating an illusion of popularity.
When researching influencers, scrutinize not just their total comments but also who is engaging. Are they genuine potential customers or part of an engagement pod? A quick glance at their posts will often reveal the truth.
You Should Have A Budget To Work With Influencers
If you’re taking influencer marketing seriously, you should have a budget.
After all, the influencer you’re working with is giving you their:
Time
Expertise
Reputation
Access To Their Audience
All of that comes at a cost.
A lot of influencers will deliver more than what is expected, but remember they cannot pay their mortgage with “Gifted Items,” a testimonial or a thank you.
In a world of “shop local” and “shop small,” far too many businesses expect creators and influencers to work for free, whilst paying huge media companies for less impact.
You Should Give Influencers Freedom To Create Content In Their Style
Give them a brief.
But at the same time, realise the reason you’ve approached an influencer is because you like them and the way they do things.
Your brief should not have so many restrictions and caveats that it looks like an advert and doesn’t feel authentic.
It should look and feel like the content they’re used to producing.
Two bits of feedback we’ve had over the last couple of months are:
“I am constantly finding out about businesses I never knew existed even when they have operated for many years. I usually find out about them after you have focused on their existence.”
And
“Your posts are doing better and better; they are real honest clips without any over-the-top editing. I imagine people are drawn to watching that over the fake TikTok / Insta world we live.”
Both are true, and they go hand in hand – we have the reach and engagement because of the way we post.
Influencer Marketing Also Works For B2B
Your local chamber of commerce, networking group hosts, and prolific LinkedIn users are the influencers of the B2B world.
They are the ones with the ability and influence to get the word out about what you do.
Whether it’s face-to-face at an event for 100 people or a collaborative social media post.
One of the simplest ways to get the word out about your services to a wider audience say – is there any way we can sponsor or support your event?
Transparency Is Key: Always Disclose Sponsored Content
If you see our posts on social media you’ll clearly see “Paid Partnership” or a disclosure that we’ve been invited to a business.
We do that for transparency. Not all do.
Ensuring transparency in influencer marketing builds trust with your audience and complies with advertising regulations.
Clearly label sponsored posts to maintain authenticity and credibility in your brand partnerships.
As a business – you should be proud to partner with reputable influencers!!
NEED HELP WITH SOCIAL MEDIA FOR YOUR BUSINESS
Looking for authentic ways to grow your social media
Chat to us about Social Media Marketing for YOUR organisation , so we can better understand YOU and what will grow your organisation
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Look at our Social Media Training and Social Media Management services
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Please call Alex on 07806774279 or email alex@altrinchamhq.co.uk
