venus williams Influencer marketing is an indispensable part today of any brand’s marketing campaign. It is a relatively new and special sort of marketing, very different from the more traditional print and TV. So there are companies that specialize in it specifically. These are influencer marketing agencies and influencer marketing platforms. The former offers tools for brands to use for different influencer marketing tasks, like finding influencers and getting analytics. But the campaign still has to be conceptualized and executed by the brand. They have to know how to use the tools and use them. The latter offers to serve every influencer marketing need, from campaign ideation and conceptualization to finding and matching the brand with the right influencers. Influencer marketing agencies are experts who take responsibility for the execution and the results.
The Process
Generally, a brand approaches an influencer marketing agency with some goals in mind, what they want to accomplish with their campaign. This has to do with such things as brand awareness, reputation, storytelling, conversions, engagement and sales. Then the marketing influencer agency proposes what they can do for the brand, how they will go about accomplishing the brand’s goals, whatever the brand approached them for. If the proposal is accepted, as per the proposal, depending on what it was, the influencer marketing agency researches the brand, the competitors, the industry and the target audience, finds influencers who would be the right match for the brand, and reaches out to them and partners with them. They make a campaign timeline and decide the metrics they are aiming at. They make a content strategy to most effectively deliver the campaign and reach the decided success metrics. They manage the influencers and monitor the content for the brand, and ensure the perfect execution of the strategy. This saves the brand a lot of time and energy.
The Advantages Influencer Marketing Agencies Have
Over time, influencer marketing agencies have already built a network of influencers across categories and sectors, at multiple levels (scales, from micro to huge influencers), and they have cultivated relationships with these influencers. And influencer marketing agencies have experience in negotiating rates and terms of contract with influencers. Usually, there are no fixed rates that influencers have. It depends from influencer to influencer, on their particular profile (engagement rate, audience size, sector or industry). So it is wise for brands to use these resources and experience that is not available in-house.
These days, there are influencer marketing agencies, such as Clan Connect that are data driven. Their work is founded on real time data crunching and in-depth analytics. Their understanding of the special, unique characteristics of various social media platforms and their quantitative insight into influencer marketing in general can be very useful, a real, significant advantage.
