Is your product suitable for influencer marketing?

Have you tried influencer marketing ? In 2017, influencer marketing will continue to be one of the most popular marketing tactics. About two years ago, Tomoson conducted a survey: "Major brands increased their budgets for word-of-mouth marketing by 59%."

With the massive amount of content carried on the Internet today, it is becoming increasingly difficult for your brand to break through the noise and reach your target users . Explosions and sensations are everywhere. The real challenge is no longer how to create explosions, but how to make users respond to you.

Some experts suggest “doing some influencer marketing appropriately”, but how do you determine whether your product is suitable for this type of marketing?

To be honest, it's quite difficult. More and more brands are targeting the same group of consumers. Given this, you need a clear strategy to capture the hearts of these users faster than your competitors.

The cruel truth is: influencer marketing is not suitable for all products, content and industries.

So, how do you ensure you’re getting value for every dollar you spend on influencer marketing? We answer this through a series of questions:

1. Does your product have broad appeal?

Before you start jumping into the trap of influencer marketing, first consider whether your product can attract a certain number of users.

Every product must have its own topic , and only by making this topic popular can the success of the marketing campaign be ensured.

Questions to consider:

• Is your topic hotly discussed?
• How many competitors do you have?
• Are your target users of all ages?
• Does your product excite users?

But if your product is niche, this marketing method will not be very effective.

Additionally, you need to consider the marketability of your product. For example, if you are developing a shopping product, many people will naturally be interested in it. High-profile games like Game of Thrones also have broad appeal.

If a product can resonate with the majority of users, then its market performance will definitely not be bad.

This means that when designing a product, you need to consider user resonance. Big Vs are also more willing to recommend such products.

2. Does your design meet the standards?

In the process of branding, design plays a very important role.

Good design can enhance your brand recognition. Here are the goals the design needs to achieve:

• Convey a clear theme/message
• Prove the credibility of the product to users
• Build brand loyalty among users

Whether you use an agency or do the design yourself, make sure you’re organized. Before designing, you need to clarify your thoughts – establish goals, simplify plans, and implement them quickly.

It’s really hard to succeed without influencer marketing. But sadly, most brands and marketers stop here. Their initial plans were fine, but as they developed written strategies, things became increasingly complicated.

In fact, using celebrities, influencers , power users and experts to promote products and services is not new.

In the past, you didn’t need professional design to run a comprehensive influencer marketing campaign. But that’s no longer possible because the competition is getting more and more fierce. Having a professional design is essential.

No matter what you want to sell (articles, videos, blogs, e-books, apps, software, etc.), good visual design can help you create a good first impression, educate and inspire users, and influence their behavior.

Well-designed websites, products, and content make all the difference – give influencers a reason to share and recommend your stuff.

The Over app is a good example. The website of this app has only one screen, which is very user-friendly and has a simple design. It makes full use of videos to make the whole page look interesting.

Tips: The purpose of using professional design is not only to make it look good to influencers and users, but the key is to convey information more clearly and let users accept your brand without any sense of disobedience.

3. Have you mastered social media ?

Social media is a prime battlefield for influencer marketing. In other words, if you want to increase exposure and acquire more users, you need to be active on social media.

Needless to say, Weibo and WeChat are the two major battlefields. You can also look for some automatic posting tools to post some daily posts.

If a big V reposts your post, you can enjoy a good traffic for a while. Be sure to make good use of this opportunity to interact with interested users.

The cruel reality is: the bigger the brand, the more budget it will spend on influencer marketing. According to statistics, about 52% of companies have a separate budget allocated specifically for social media.

When it comes to using social media to improve the effectiveness of influencer marketing, it’s important not to go too big at first. Having multiple social platforms at the beginning will inevitably make you feel overwhelmed.

4. Where are the big Vs in the target market?

Influencer marketing is all about engagement. You need to constantly interact with potential users. Only in this way can marketing continue.

Scenario: Let’s say I want to promote a new book of mine about how to help more app developers get more downloads. Who is the big V I am looking for?

1. A financial expert?
2. A personal trainer?
3. An App Marketing Expert?

You will definitely say, "You must be an App marketing expert."

The reason is that the fans of this big V match my target user group. But don’t just follow the big Vs you see...it’s a big taboo to eat anything when you are hungry.

Make sure that the influencer you choose is highly compatible with your user base in terms of fan type, content type, and style. If possible, hold on to the thighs of big Vs, but don't be confused by their huge fan base. The quality of fans is the most important.

in conclusion

Should you start doing influencer marketing? Now you can make your own decision. How to position your products? I believe you have learned it too.

Influencer marketing is no longer a short-lived promotion method, but an irresistible trend. It not only helps you acquire users, but also saves huge expenses on native advertising .

Now that your goal is clear, go find the big Vs that suit you.