Social Media Moguls Social Media Moguls

By Tabari McCoy , Scooter Media

Influencer Marketing Might

seem like the wave of the future for some small business owners; however, Candace Gasper has a simple message for them.

The future is now.

“The future of marketing and advertising is about experiences,” says Gasper, owner of the Newport-based Digital Candy marketing firm she founded in 2019. “Advertisements are no longer going to be the traditional ‘Buy Here, Save This.’ Now, it is about creating and cultivating an experience through the ad so the ad doesn’t feel like an ad – it will feel as if you were able to experience the bar, restaurant, city, or product for yourself, which is why influencer marketing is crucial.”

Under The Influence

In case you hadn’t heard, influencer marketing – utilizing people with sizeable to large social media followings to review, experience and/or use your product, service and/or business – isn’t a novelty anymore. Numerous social media surveys have revealed the same truth about the practice: Many consumers find influencers’ content engaging, helpful and, most importantly, trustworthy when it comes to purchasing items from brands. The practice exploded during the height of the pandemic, with people turning from store displays and TV screens to mobile devices to research, explore and ultimately purchase many of their basic goods and services.

Gasper’s firm specializes in connecting local businesses to influencers. Why? Because in creating strong relationships with both the personalities and their followers, brands can utilize that influence to bring a new audience to their business through good, old-fashioned word of mouth – within a digital space.

“Influencer marketing scratches the voyeur that lives inside of all of us. We get to see life through someone else's eyes, a real person’s eyes, not a celebrity who has a life that we can only dream of … If you're viewing content from an influencer showcasing an area, it makes that place seem more accessible,” she says. “We have so many options when we’re planning a trip, even locally, so it’s hard to know which reviews to trust. But if you have an influencer that you trust and follow and they say, ‘I was just at Pensive Distilling in Newport, Kentucky, they had an amazing brunch and the bourbon tour was incredible,’ you’d say, “Ok cool – if they liked it, I’ll probably like it too.’”

Satisfied Customer

Steve Del Gardo knows that to be true. A former Digital Candy client, Del Gardo’s business experienced a 20–25% increase in social media followers after every influencer event, increasing its revenue from weddings in the process.

Those results are why he believes others would be wise to consider using influencers to grow their business.

“Influencer-themed events at Del Gardo’s have helped propel us in various markets which increased sales,” Del Gardo says. “Influencers are a key component of any business. With their follower reach, they can make you become a success overnight. We control the cannoli market in the Midwest and are now in the process of being a national brand.”

WORKING WITH INFLUENCERS – A BEGINNER’S GUIDE

Here are Gasper’s tips on how to successfully find and work with influencers. Think big by going small. Instead of trying to find someone with 10,000+ followers, look to hire micro-influencers (those with 1,500 to 9,000 followers) who may be more affordable and effective in marketing your business.

Gasper: “They have a smaller, tight-knit audience so it’s easier to maintain a connection with their followers. Some influencers have 250K+ followers and they do a great job at maintaining that strong connection with their audience. But when you get into that range, you’ll often encounter higher payment terms, and it may be more difficult to get on their content calendars.”

Examine the rules of engagement. Having a lot of followers is great for an influencer; making sure they are engaging with them is better for your business.

Gasper: “When trying to source influencers for a campaign look at their comments and ask yourself ‘How are they engaging with their audience?’ Are they responding to messages? Are they having conversations or just leaving strings of emojis? Strings of emojis can be a form of communication, but to build a real connection – you must also use words.”

Establish and make sure your influencer delivers on deliverables.

Gasper: “Establish expectations up front, for example, ‘We need you to do three Instagram or Facebook Stories. We need one Instagram Reel and we’d like to do a giveaway together for a total of five pieces of content,’ If you can be clear and definitive on what you’re expecting them to produce, the happier both of you will be. Communication is key when it comes to influencer marketing.”

Clearly outline compensation terms. Curious about how to properly pay an influencer? Gasper recommends establishing a rate based on five factors: (1) Engagement rate, (2) Following, (3) Vibe, (4) Your instincts and (5) If necessary, referral incentives.

Gasper: “In addition to making sure their following fits and they are engaging their audience, ask yourself, ‘Is this someone in our target market, would they use this product and/or visit this business if they aren’t currently a customer?’ If ‘yes,’ do they align with our branding and values, and if ‘no,’ do we feel like they would be?”

In terms of actual costs, Gasper encourages businesses to have an open conversation about it. Compensation can vary based on several factors such as audience size and the number of pieces and types of content being created.

Incorporate tracking to measure your influencer’s success. Track your influencer’s campaign and remember that long-term goals may not always have short-term success.

Gasper: “Incorporating tracking when working with an influencer is very important. If you give an influencer $500 to make a piece of content, you may not necessarily get $500 out of it right away. If you put that kind of pressure on them, you’re looking for a sales manager, not an influencer. But you should monitor the success of the content they're putting out. This can be done by checking engagement, impressions, and reach. You can also create coupon codes for the influencer to share which can allow you to track the success of their role in the campaign. This is advantageous to both you and the influencer.” NKY