Yet again social media is shaking up your marketing mix for 2021. The latest research shows 86% of marketers used influencer marketing in the last 12 months. But with the changing habits and ever-evolving platform diversification we've seen this year in particular, it's more important than ever to consider your influencer marketing strategy.
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Segmenting influencers into different types will help you prioritize types of influencers to monitor and interact with. It should be a core approach to support your content marketing, SEO and social media marketing.
Influencer marketing
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Learn MoreIf you're new to influencer segmentation, take a look at the below practical infographic from Traackr: The Many Faces of Influence - you may be able to spot some famous US digital marketing commentators there!
You can 'Click to Expand'.
The infographic covers the '3Rs of influencers' to help prioritization, these are:
Often it's natural, to start by using Reach, but although many 'A list' influencers may have good reach, they don't offer relevance to your theme or resonance. We find working with 'B/C' list influencers is more practical for this reason.
Remember that Content Marketing is two words - it's not just about creating content, but also marketing it!
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Learn MoreAs you are looking at this visual, you may have noticed that it's focused on the 'stars' and you may be wondering why they have missed micro-influencers. It's a good question and certainly, we recommend micro-influencers as a key part of influencer strategy.
Since this article was first written in 2015, many services have become available to help connect brands with influencers they can use. For example, OSI Affiliate is a marketplace that positions itself as Affiliate Marketing Software to Empower Your Top Brand Advocates'.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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