Influencers, according to Mark Zokle, are regular, everyday people who happen to have a big voice, and people to listen to it. We’ve all seen unboxing videos, makeup tutorials, and DIY crafting videos…the people behind these viral visual gold mines are known as “influencers” because they influence their audience’s opinion about a company or product. Here, Zokle discusses ways to leverage their fanbase to boost sales.
Q: Why is influencer marketing important?
Mark Zokle: We are nothing if not a social society. Having someone people already trust showcase your product gives you a leg up on the competition and gets you in front of thousands of potential customers. Influencers can also cross-market your content and encourage shares to maximize exposure.
Q: How do I choose the right advocate?
Mark Zokle: Do your research! Don’t just pick the first video blogger you see. Watch their videos and determine if their style is right for you. Keep up with how engaged they are with their audience. It’s easy to have 20,000 followers, post a video, and never open up a conversation about it. Those videos, however, don’t go viral and don’t get the attention you’re paying for. Look for someone who replies and answers questions about their content.
Q: How much does it cost?
Mark Zokle: That depends on the individual, but a good rule of thumb is to expect between $.10 and $.20 per view. Your blogger/vlogger should have at least 20,000 followers to ensure a reasonable audience. Hiring an influencer might be pricey, especially if you’re a small business, but considering a historic 200% ROI, it can be a very lucrative partnership for both parties. As an added bonus, they handle the video/blog and editing, which cuts that expense on your end.
Q: What should I have them say about my product in their video or blog?
Mark Zokle: Let them say what they think. It’s difficult, but let your influencer do his or her job in the only way they know how: genuinely. You can offer a few guidelines, but ultimately, this individual got where they are by doing things their own way.