Do your sales numbers need a kick in the pants? Is your product spending time hiding under the bed? It’s great to have a super product but not much use if your target audience is unaware of its availability and benefits.
If you haven’t explored the advantage of influencers on social media to help your business succeed, maybe it is time you gave it a look.
There are several levels of influencers and the most expensive, being the ones with the most followers, may not be the best choice.
It is generally accepted that there are four levels of influence marketers:
- Nano-influencers 1000 to 10,000 followers
- Micro-influencers 10,000 to 100,000 followers
- Mid-tier influencers 100,000 to 500,000 followers
- Macro-influencers 500,000 to 1M +
“When you talk about employing an influencer it is important that you choose wisely. Costs can range anywhere from $10 per post to $5000 a post. It just depends on the number of followers and also the level of engagement. If an influencer is just sharing a social media post you have created on your own pages, then the fees are straightforward and can be simply tabulated from an influencers fee schedule/package price # per month. However, if the influencer is going to add to the content (a brand takeover), or create the content from scratch, then the costs will necessarily be higher,“ explains Nikki Alvin-Smith, PR/Marketing Specialist and Creative Content Writer.
It is also important to target the social media platform that best suits your business and decide how much cross-promotion you want to do through multiple media channels. While Instagram (IG) is becoming increasingly popular, and once the follower number hits 10,000 the benefit of the ‘Swipe Up’ feature, where posts can swipe directly to your website are a boon, Facebook still holds good sway over the market. There are many options out there, Twitter, Pinterest, Tumbler blog shares, Linked In etc. so decide on your niche and don’t be shy to seek the advice of the influencer on this topic.
“It might surprise you to know that determining what level influencer to select should not just be based on your budget. It is imperative that you also look at level and quality of engagement. Larger influencers may have more followers, but that does not necessarily mean their posts are read or interacted with on a regular basis.
In fact, most marketing professionals know that nano and micro influencers are much more successful in yielding sales and producing positive results to the bottom line. As a micro-influencer with 12,000+ followers (mainly on Facebook but increasingly on IG), I see lots of sharing and engagement, particularly on my direct media channels as an international Grand Prix dressage competitor/coach/clinician in the equestrian world. My rural lifestyle pages/groups are also popular. People are more successfully influenced when they know that the influencer speaks from a point of professional experience in their sport/business, and that while it’s not a straight sponsorship or endorsement of the product or service, it is at least an informed position,” states Nikki.
Another point to consider is the level of creativity the influencer can bring to the brand. It’s a good idea to look for help in creating good content so that material can be utilized across all aspects of your business such as websites with blogs/content/competition and contest development. Not all influencers have the talent to write good copy or to issue the right call to action.
Copyright considerations and liability for content produced should be set up in a clearly defined contract to protect both writer and business owner from any miscommunication or future issues.
“I have a lot of calls from business owners that ask me to produce just one press release. They want to purchase on a need basis and spin out a press release periodically without any idea of how important frequency and an overall content strategy matters.
Success depends on the development of a following for your brand content, a sincere interest. For instance, thought leadership is a great example of how to approach press releases and other content, but it has to be done effectively and specifically written and revamped for different publishing venues. For the experienced freelance content writer or PR/Marketing guru, the notion of a one off press release is not of much interest, as it has little to no import,” says Nikki.
If you are interested in learning more about influencer packaging and price structures, combination marketing packages that include influencing/blogging/press releases/guaranteed editorial publication and website content for your brand please don’t hesitate to email Nikki@NikkiAlvinSmithStudio.com directly for more information and visit her website at www.NikkiAlvinSmithStudio.com Ask about her special package deals to get started right away at a discount price point.
Publishers, don’t forget you can visit my online store at the website and purchase both short burst and full feature articles at the click of a button delivered within 72 hours to your desk. Please note all services are provided through her corporate entity so no freelance writing restrictions such as those recently voted into law in California apply.
Internationally published writer, content creator, PR/Marketing specialist, photographer and equestrian Nikki Alvin-Smith offers “Engaging Content that Engages Riders to Read,” with unique and fresh material for your horse or pet related business, magazine, website, newsletter, blog and email blast sales machine. Her portfolio of works is extensive and includes equestrian and pet features that have been published worldwide in over 220 different magazine titles. Her clients include equestrian and “B” list movie celebrities for whom she regularly ghostwrites and provides PR services; manufacturers of equine and pet related medical devices, feedstuffs, supplements, grooming supplies, fencing and barn equipment, horse transport, horse structures and professional equine service providers; profit and non-profit initiatives and organizations; and non-equestrian related businesses/publications in the pet industry, investment, real estate and international travel and rural lifestyle.
Nikki Alvin-Smith is a British international level Grand Prix dressage competitor/trainer/coach/clinician. Together with her husband Paul, who is also a Grand Prix dressage rider, Nikki operates Willowview Hill Farm in the Catskill Mountains of New York; a full service horse training facility. The duo provide ‘team’ clinician services to clients worldwide to riders of all levels and many riding disciplines.