One brand that has taken advantage of the influencer marketing strategy is Glossier. The company relies on its customers to spread its messages on social media, and instead of hiring super-polished influencers, it reposts content from real people. A few years ago, their Instagram account had 300,000 followers. Today, it has over 2.7 million followers. Last year, the company saw 99% revenue growth and increased sales by 86.7%.
To successfully implement an influencer marketing strategy, brands need to find an influencer with a story to tell. This is easier said than done, but there are some guidelines you should follow. First, identify the influencer’s audience. Influencers can have audiences in the United States and other countries. You can target influencers in specific markets by focusing on a niche group of users. For example, a watch brand may be interested in the story of a celebrity who loves a particular brand.
Secondly, track the success of your campaign. In a study published by MarketingSherpa, they found that influencers’ sales conversions were up to three times higher than those of non-influencers. That’s a pretty good impact. And, of course, the goal of any influencer marketing strategy is to boost sales conversions. In fact, that’s the third most common goal of influencer marketing, behind reaching new target customers and improving product consideration. Tracking the success of influencer marketing campaigns is easier than ever with reporting options like Twitter keywords and hashtags, making it easier to compare campaign results over time.
