Before buying, people often do online research, comments and reviews to help them make purchasing decisions. For this reason, to sell more and better, it is essential to have positive reviews about your product or service.
It is in this context that digital influencers enter, being able to act as catalysts in this process.
In a recent study published by the ODM Group, more than 70% of the consumers analyzed showed that they use their to guide your purchasing decisions.
That is why carrying out actions with digital influencers in these communication channels makes it possible to create an ideal image of your product. This stimulates the purchase, because it creates in consumers the feeling that what is being offered is worth investing in!
If you want to increase your results and use this strategy in your business, we have some important information that will help you. Below you will see:
What is a digital influencer?
Digital influencers are people or groups who, by reaching a large number of users on social networks, manage to form opinions and lead trends. These profiles are voice active and generally stand out in their with a large fan base and followers.
The concept emerged a short time ago, but it spread rapidly throughout the world thanks to the advancement of the Internet and the large number of people accessing social networks and digital platforms, such as .
Since then, several brands began to invest in actions in collaboration with digital influencers.
For example, , which has a fun and spontaneous lifestyle profile with more than 5 million followers and more than 90 million views on , is currently the Colombian with the most followers after Shakira and Sofía Vergara.
In the area of games, an increasingly growing segment worldwide, one of the most successful youtubers is the Mexican Federico García Díaz, nicknamed , with more than 200 million views on his channel.
But what do these people do differently?
The number of followers is certainly one of the elements that make up the concept of a digital influencer, but that is not all. One of the points in common between these personalities is the production of impressive and quality content.
For this reason, what the best influencer will need for your business strategy is the , that is, the profile of your ideal consumer.
Not always the most popular influencer will be the ideal person for your brand. If you act on Instagram and your audience is all over Facebook, the sales engagement results may not pay for the investment costs. We’ll talk more about that in a bit!
Advantages of collaborating with a digital influencer
The advantages of agreeing to collaborate with a digital influencer are several, and the main ones are:
Segmented public:
In every market there are a number of digital influencers. By promoting campaigns with these profiles, you will be speaking to an audience that has very similar characteristics to your target audience.
Hooked Audience:
The people who accompany digital influencers admire the type of content that these professionals produce. Therefore, these users are more likely to receive the recommendation of a product or service well.
Outsourced content production:
Instead of just producing content on your own, you can let the influencer speak for your brand.
Easy to measure results:
Unlike television, where audience meters are very limited, on the Internet, the results can be measured in real time with the help of tools such as
How to negotiate with digital influencers?
To start collaborating with digital influencers right now, it is essential that you know how to negotiate with these personalities.
It is very important to know how to choose, approach and transmit the needs of the brand.
Below we show you the step by step for this negotiation,
1. Identify who speaks to the same audience you want to reach
As we mentioned before, the first stage is to choose the right person based on your buyer personaand not in its popularity.
Think about the audience you want to reach and the public that follows the influencer. Thus, the collaboration has more chances of success.
2. Select the profiles with the highest engagement
Among the influencers who speak directly to your buyer persona, prioritize those who are more present in the digital world and achieve greater engagement.
The influencer with the largest number of followers is not always the best, as engagement can vary. There are useful tools to help you measure engagement, such as Klout, Facebook Insights, and Twitter Insights.
3. Contact the influencer directly
When formalizing the contact with the chosen digital influencer, we want to give you some keys that it is important that you keep in mind:
- Do not use social networks for contact, especially if your profile is personal and not professional.
- If possible, communicate with the influencer through their professional email. Normally, they have advisory services and have specific pages on their sites for collaborations.
- Try not to talk about figures in the first email. Establishes contact, understands the work to be developed during the collaboration and begins the negotiation without haste.
- Make it clear that the influencer will also benefit from the collaboration by increasing their follower base or financially.
4. Offer support for content creation
For collaborations with digital influencers to give positive results, it is essential that your brand offers them support in the creation of content. Thus, you will be able to create very complete content and in tune with what you are looking for. After all, you are the one who knows the most about your product or service, so you are the ideal person to give more information about what the influencer needs to say.
5. Line up what needs to be said
It is important to clearly convey to the digital influencer all the ideas of the project.
Aligning content is the best way to keep track of your desired results. But attention! It is essential to let the professional decide the format of the content, with ample freedom, since he is the one who knows your audience well.
The influencer knows how to speak and arouse the public’s attention. Therefore, his experience must be used to the fullest.
6. Document all conversations
Do not forget that the contact with the influencer is professional. So keeping everything on record is an important habit to cultivate.
Whenever you have a communication with the influencer by phone or in person, send them the same agreed information by email so that everything is recorded.
7. Create a contract that protects the rights of the brand and the influencer
It may seem bureaucratic, but having a signed contract with your digital influencer can save you a lot of headaches.
It makes clear the terms of termination, the object of the contract, the form of compliance and also the consequences of non-compliance, by either party, of the terms of the contract.
How to measure the results of collaboration?
Just as important as collaborating with a digital influencer is measuring the results obtained.
This measurement can be the number of people reached by the campaign, after material promotion, customer feedback and much more.
The important thing is to understand that all this data must be analyzed.
Check out some tips to achieve good results in collaborations with digital influencers:
1. Set clear KPIs for action
The KPIs (Key Performance Indicator) are indicators previously established by the entrepreneur to evaluate the success of their campaigns.
By anticipating the you will be able to better understand the numbers and know if the objectives were achieved.
2. Make performance goals clear to the influencer
The rules of the collaboration must be very clear so that there are no questions on the part of any of the parties.
Previously establish, together with the influencer, the type and quantity of material to be produced, the frequency with which the promotion will be carried out and the channels that will be used.
If the digital influencer will earn more for getting someone extra hooked, this information should also be in the contract.
3. Record all the expenses that have been made
Remember to keep a record from the beginning with all the costs involved in the campaign, for example payment of cache, advertisements, extra staff hired and any other costs.
4. Analyze the impact of the action on sales
During the transmission period of the contracted material with the influencer, be it a video or a post, for example, it is important to monitor traffic on your brand’s official channels, interaction with users, comments, etc.
These figures are compared with those obtained before the collaboration was agreed, to verify its real impact on conversions.
5. Generate reports of the promotion action
Through an overview report, you will be able to see the full picture and understand the effect of campaigns with digital influencers.
This procedure is essential to know if all the stages of the collaboration contracting process have been carried out correctly and to identify optimization possibilities.
Collaborations with digital influencers pay off
Digital influencers are creating trends and influencing consumer opinion. Their audiences are segmented and truly engaged, which comes in handy for entrepreneurs and brands.
It is worth emphasizing the importance of closely monitoring the actions, from the beginning, analyzing each data obtained with the action.
And if you have been curious about the real potential of these new personalities in the digital market, also discover and see if it is worth becoming this type of influencer.
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