Influencer Marketing: How online influencer marketing works?

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Influencer Marketing is a digital marketing method in which brands collaborate with social media influencers in order to promote products and services, increase sales, reach people in the target audience and expand the target audience. It can also be called “online influencer marketing” or “social media influencer marketing”. You can hire any influencer directly or the best way can be through an influencer marketing agency or say a social influencer marketing agency. Let’s get into the details.

Influencer marketing strategy, which is highly favored by e-commerce companies, is quite different from traditional advertising. The main goal here is for influencers to promote their content and products naturally.

Historical development of influencer marketing

Influencer marketing is a new digital marketing method that has emerged with the widespread use of social media platforms. In the early years of internet use, people who recommended information to other users on blogs and forum sites and gave information about the products were actually the first influencers. But with the use of YouTube in 2005, people also took their videos to different wide audiences.

The proliferation of social media platforms such as Instagram, Facebook and Twitter has changed influencers in a different way. People who have a large following on social media platforms have now started informing their audience about brands, products and services. In order for these people to collaborate and financial management processes, influencer marketing agencies arose.

In addition to people with a very large following. Micro and macro influencers who do promotion and marketing work for smaller people have started to gain importance.

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Why is influencer marketing important?

An influencer marketing strategy is very important for businesses that want to reach a wide audience, create brand awareness and increase their sales.

  • Thanks to influencer marketing, brands can arrive large masses.
  • Additionally, his followers trust Influencers a lot Much.
  • Since influencers serve a niche, it It is possible For businesses to work with influencers in their sectors.
  • In particular, influencers facilitate The workload of brands in the content production process.
  • The visibility of brands on social media platforms he grows up.
  • Any work done with this marketing strategy allowing to arrive at measurable data.

Brands that want to get effectiveness from the influencer marketing strategy need to select their influencers well and determine their marketing strategies well. If you want to get more effectiveness from influencers, you can pay attention to them.

What are the types of influencers?

Influencers are divided into categories according to certain factors and number of followers. Nano, macro, micro and mega influencers are the most well known types of influencers. However, there are five different types of influencers to choose from.

  • Mega-influencers with over a million followers (think celebrities)
  • Macro influencers with 500K to 1 million followers
  • Medium level influencers with 50K to 500K followers
  • Micro-influencers with 10K to 50K followers
  • Nano-influencers with 1K to 10K followers

People who have expertise in a certain topic can also be valued in the influencer category. Or people who have a child can also be seen as influential because they can influence mothers and fathers. In addition to these, bloggers and content producers can also work as influencers.

The relationship between social media platforms and influencer marketing

With the use of social media platforms, the importance of influencer marketing has started to rise. In the first process, cross-platform interaction studies were carried out for social media platforms such as Instagram, TikTok, Twitter and YouTube over time.

Thanks to social media platforms, which grew with the development of Web 2.0 technology, where users can interact with each other, influence. They began to grow and reached large crowds. Brands, on the other hand, increased their reputation and started generating more sales while reaching more people by partnering with people who have a wide audience on these platforms.

How to create an effective internet marketing strategy with influencers?

Planning an effective marketing strategy in an influential network

Any brand that wants to get a good conversion from influencer marketing needs to create an effective strategy and it is important to pay attention to certain things when creating this strategy.

  • First of all, the most important thing that brands need to determine the goal they want to achieve from influencer marketing. Increasing sales, launching products, creating brand awareness and expanding your target audience are some goals you can work on.
  • Second, you need to define your target audience. You can consider factors like characteristics, habits and interests of your target audience and thus work with the right influencers who have your target audience in hand.
  • After determining your goals and target audience, research the influencers best suited for your brand and reach out to those influencers.
  • Determine your content strategy and be sure to stay connected to produce content that aligns with your brand’s corporate position.
  • Once you start your content marketing efforts, regularly analyze your performance and note how many conversions you’re getting from affiliate partnerships.

If you can’t decide who the influencers are to work with, these processes can turn to agencies that serve the influencers and thus you can get professional support to work with the influencers that best suit your brand goals.

Consider these points when choosing a social media influencer

Although each brand decides on the influencers. They will work by considering their goals in choosing influencers, there are also various points to consider in choosing influencers. goddess:

  • Obedience to the crowd
  • Content quality and consistency
  • Engagement rates
  • Number of followers
  • References
  • Opportunity for long-term studies
  • budget

If the points to consider when choosing influencers are not taken into account, the effectiveness that brands will get from marketing research may decrease.

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Work with influencers that fit your target audience

If you are going to choose an influencer for the development of the influencer marketing strategy, you can consider working with the influencers that are suitable for your target audience at the beginning of the first topics that you need to give importance.

In this process, by communicating with influencers, you can learn whether they have an audience similar to the target audience you want to reach, and you can request an analysis of their audience.

Content quality and consistency

Content quality and consistency are also important in an influencer marketing strategy. Since the first goal of influencer marketing is to do organic marketing, you need to make sure to reach niche influencers that serve the sectors where your brand is located. At this point, you can review their content and see if they are consistent before you make contact.

Care about engagement rates

When choosing the people you’ll be working with within your influencer marketing strategy, you should also consider interaction rates. The fact that influencer interaction rates are high is a factor that you can show that you trust as your followers, so you can consider the number of likes, comments, shares and records in the selection stage.

Follower count and profile

Give importance to another important issue of the number of followers when choosing the The right influencer for your brand. Generally, brands that prefer influencer marketing in marketing studies often think that they will get more effectiveness from mega influencers, but in some sectors, mega influencers can have a lot of influence. Therefore, the number of followers and the profile should be carefully examined.

  • Does the influencer have a niche audience?
  • Despite being a macro or micro influencer, are their followers actively interacting?
  • What are the follower and engagement rates?
  • Is there bot tracking?

You can search for answers to questions such as and make your assessment more accurate.

See references

Usually, people who work as influencers for brands also have previous research in their profiles. In fact, it can guide you in choosing the influencer to work with. When you decide on the influencer you’ll work with, you can look at which brands you’ve worked with in the past, and see what kind of content helps the brands. However, you can also make your decision by evaluating how well the influencer works with the brands.

Consider your budget

Online influencer marketing budget planning, online influencer marketing agency budget

Each brand works within a certain budget while doing influencer marketing work. When choosing the influencers, the budget is also among the issues that should be given importance. Generally, mega and macro influencers need to allocate more budget to work in, while for micro and nano influencers you can keep your budget less.

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What are the success indicators of influencer marketing campaigns?

Measuring the success of any digital marketing campaign plays a big role in brands developing their next strategies. To make this measurement, you need to track certain metrics. You should track these metrics specifically for both your website and your social media accounts.

  • Was there an increase in followers during the agreement period on the social media platforms you studied?
  • Is your brand’s engagement rate increasing?
  • Has there been an increase in viewing and listening times?
  • Has there been an increase in traffic on the pages of the products and services that your brand promotes?
  • What differences have occurred in your website traffic from social platforms?
  • Have conversion rates changed?
  • What kind of changes have occurred in your brand searches?
  • How many people were shared by the influencer and how much did the interaction rates increase?
  • Have you received feedback discrepancies from your customers?
  • Have influencer shares increased your sales?

By searching for answers to your questions, you will be able to examine what effectiveness you get from influencer marketing and thus develop your strategy for your various studies.


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