Tips for executing influencer marketing on a tight budget | Articles | Home

11 septiembre, 2018 0 Por Davide Menini

When planning your influencer campaign, remember that there are different types of influencers and compensation.

Payment can come in the form of a cash fee, or goods, services or cross-promotion. To reduce costs, you can work with lesser-known influencers rather than online celebrities.

Micro-influencers—those with 1,000 to 10,000 followers—are more likely to collaborate in exchange for products or promotion than major social stars who already have hundreds of thousands of followers and won’t rush to work on campaigns that don’t provide a fee.

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However, working with micro-influencers doesn’t mean micro results. The smaller names actually achieve dramatically higher engagement rates on their posts than actual celebrities and big-time influencers, averaging almost 11 percent engagement per post. In comparison, those with 50,000 followers or higher tend to get no more than 2.6 percent engagement on their updates.

This is in part due to perceptions of trust. Someone with only 3,000 followers is often deemed to be more trustworthy than someone with 30,000. Followers know influencers wth big followings are profiting from promotions and may not be giving genuine reviews. Another factor is relevance: A travel influencer who doesn’t have a key focus area will get a few likes and comments just for sharing appealing photos, but he or she isn’t necessarily meeting a need.

A travel influencer who specialises in a particular niche, such as backpacking with kids or foodie guides to Europe, will garner engagement from users looking for specific information and inspiration, who feel that their needs are being met. The more relevant your collaboration, the readier the new audience will be to engage with what’s on offer and the less it will feel like advertising.

Don’t shy away from micro-influencers with niche audiences when considering this kind of marketing campaign. Collaborating with someone who will promote you in exchange for a free product, or the promise that they will be promoted in a newsletter or on-site article, is cost-effective and can create a great return on a small investment.

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Interim Manage con más de venticinco años de experiencia en el sector del desarrollo de estratégias de Ventas, Marketing y Desarrollo de equipos Comerciales. Des hace 5 años trabajo el mundo del social selling y del marketing de influencers. Me muevo en muchos sectores, desde el Diy a la moda, pasadno por el turismo y las empresas de servicio. En los poryecto asumo responsabilidades como Director del Departamento Comercial o Marketing y asumiendo tareas de Marketing y Comunicación, desarrollando y ejecutando planes estratégicos de apertura de nueva cartera de clientes y desarrollando la estrategia de fidelización clientes (CRM). Con gran capacidad comunicativa, aptitud pedagógica, resolutivo y cooperativo (trabajo en equipo). MAs de 20 años de experiencia en formación en ventas y marketing. Además he trabajado Consultor Senior en instituciones públicas tales como la Universidad Autónoma de Barcelona, IQS, EUNCET, UB, Cámara de Comercio de Sabadell, Terrassa y Manresa y empresas del sector privado. He tenido el honor de ser profesor de marketing relacional en La Salle, en la Universidad Autónoma de Barcelona, y de investigación de mercados en la EUNCET y FundemiIQS. Colaboro habitualmente con el Colegio Oficial de Agentes Comerciales de Barcelona y de Barcelona Activa. Además he sido Consultor Senior de desarrollo comercial estrategico en proyectos MEDA UE (Damasco, Aleppo, Cairo) y en consorcios europeo Expero2EU y Trainet. He tenido el placer de sermiembro del equipo que ha desarrollado el sello de calidad comercial con SGS y COACB