Many of the brands present on Instagram today have an active distribution strategy with a influencer, and that’s because important role and the big boom played by these new opinion leaders in the real world.
If you want to join this movement and understand what a influencer, which is right for your brand, how to contact them, what time of year is best (special ecommerce dates like CyberMonday and Hot Sale are usually a good option), and more, keep reading this post!
Have you heard of marketing? influencers?
The marketing of influencers consists of one Exchange between a brand and a person with great influence in digital mediamainly Instagram.
During this exchange, it is agreed which task the influencerWhat can be Promote a brand or product, release the latest collection of the seasonor whatever you want to spread.
All of this is in exchange for a economic remuneration or benefits in kind (stock exchanges for example). This depends on the agreement you make with him or her.
Follow these four steps and start marketing influencers!
4 steps to influencer marketing
1) How to find the influencer for your next fashion campaign
First of all we have to say that this is a task that can take a little time and this time depends on the path you choose to carry it out.
if you decide do it yourselfto find a way influencers is to search the web by tags or hashtags related to the subject of your interest, in this case fashion.
For example, you can try hashtags What #Fashion#Fashion#style, #Purses, #Shoes and anyone you can think of in the industry.
A man? Try adding the word “blogger” to the beginning or end of the hashtags to get more results, such as #fashion blogger either #fashion blogger.
This way you will discover many influencers and exclusive fashion social media channels at the top of the search results.
Find the other option influencers is to use some of the Tool which we detail below and which will no doubt speed up the search process:
- coobis: is a content marketing platform that Brands connect with influencers depending on the type of content you want to distribute.
- rail: is a tool that helps Find influencers related to your brand and get in touch with them.
You already know: you can find influencers yourself or through these paid tools. It’s just a matter of deciding how you want to allocate your business budget. 🙂
2) I figured out what that is influencer perfect for your fashion brand
If you have already defined how to search for the influencer Your next dissemination campaign, you now need to consider certain aspects to evaluate it which one is right for your brand (one is not the same as the other!).
This choice mainly depends on your target audience and the goals of your campaign.
The most important part of this great task is the selection of the influencer that reflects the values and spirit of your brand and have at the same time authority on the subject he is speaking of.
After you’ve made sure of that (and before you make your choice), ask yourself the following questions:
👉 What’s your story?
Get to know your potential influencer saves you a headache.
Therefore, research him extensively on the Internet: examine his social networks, old publications and everything you can to make sure that if you hire him, there is nothing in their story that could harm your brand image.
Also look for brands they have worked with to see their creative style and derive the outcome of their campaigns.
Finally, remember that if you have already worked with your competition, it would be best for you to choose another option. 🙂
👉 Does your audience match mine?
Evaluate the profile of your followers on social networks. If it matches yours, point to it influencer! Otherwise, you run the risk of delivering the right message to the wrong audience.
👉 What is your actual interaction with the public (engagement)?
A influencer having many followers does not equal success: it is very common that some of them buy followers to become more famous.
So, appreciate the “likes” much more (likes) and comments they have on their posts than the number of followers they accumulate.
To find out what that is actual engagement rate with your audienceadd the total number of likes (likes) and comments of a post, divide it by the total number of followers and then multiply by 100. This way you will know how high their engagement is and how much they like engagement with your audience. The higher the number, the better. 🙂
👉 In which online media do you have influence?
Research which platform is used most often by your target audience and verify that the possible influencer agree and differ.
👉 Does your visual aesthetic match mine?
This is essential for your campaign to have the expected impact on the public. Don’t waste your efforts!
So, do you already have in mind who you are going to contact? 🙂
3) Get (everyone) the attention of the influencer
When you’ve decided who you want to be influencer It’s time for your next outreach campaign Contact him and tell him your proposal!
If you have used paid tools, you can get contact information there. Otherwise you can find his email in the Information from your Facebook pagein his to blogin his biography Instagram or on your TikTok. You can also fill out the contact form on their blog.
When you write the mail, remember that the main goal is Grab their attention and motivate them to be part of your dissemination campaignso:
- explain it in detail Who are you and what is your brand? (its history, its values, its spirit).
- I have described them Products or services you offer (send it to him shortcut your online shop so I can get to know you better).
- tell him that characteristics of your audience (so you can analyze if it matches yours).
- Explain how it is business proposal you offer (strategy, goals, desired times and every detail of the action plan). It is important at this point that you specify what do you expect from him according to the objectives of your campaign, which includes them, for example, in their networks a shortcut to your e-commerce, to create a recommendation of your product, to share your publication on their social networks, to write a sponsored post, to attend an event of your brand, etc.
- I offered otherwise payment options. If you’ve done the previous research we told you about at the beginning of this post, you can already get the idea as much as you can influencer. Our advice is that you offer him various forms of compensation (financial or in kind) and that you achieve one together Agreement that works for both.
- use one tight tone to empathize from the first moment and ensure that the influencer see what The content of your brand enhances your own communication.
With these tips, you’ll be ready to make your next contact influencer and so, grow your fashion brand. Go!
4) Clear Accounts Preserve Friendships (and Businesses)
As in all employment relationships, the determination of exact area of responsibility influencer It is very important when you close a deal.
That’s why we recommend you to write a Contract detailing each of the tasks to be performed together with those responsible, the corresponding end dates, the cost of each service and the total duration of the campaign.
Not only will this protect both parties, but it will also help them build (and maintain) a good working relationship, which will improve as you start seeing one real return on your investment. 🙂
The renowned North American marketing agency von influencers MediaKix It is recommended to also consider the following points:
- Content aspects
It refers to type and tone of language which should be used depending on the brand. Usually the influencers They incorporate it into the campaign message in their own way to stay more true to their style (and their audience).
- image specifications
Who provides the pictures? What size do they have to be? Very important point that needs to be clarified in the contract.
- preliminary presentations
Before each publication takes place influencer must make one Draft style presentation to the brand for approval? If this is the case, it is necessary to draw up a schedule with dates of delivery, inspection and acceptance of the work.
- Intellectual property
Is the creative content created during the campaign owned by the influencer or the brand?
Sometimes it can be a little tedious to get into such specific legal issues, but it is absolutely necessary to do so take care of your brand identity and make sure it’s well represented.
This will give you no doubt a framework and more protection for your company. 🙂
Bela: the Tiendanube who has successfully applied the marketing of influencers
Do you need proof of the success of this type of marketing? Then you must know the case beautiful!
A few months ago this Tiendanube decided to connect with the influencer Fashion Lucia Martinez Nash (@thestyleoflucia) for Create a clothing line with your name on it. She modeled for this collection and was then responsible for spreading the campaign on her social networks.
In just a few hours, the blogger has reached 129,000 followers on Instagram more than 1,000 likes in one of his publications point for the brand!
Encourage yourself to do marketing influencers Spread your fashion ecommerce now!