August 11, 2022

Tech Seo

seo service

10 Tips for Working with Social Media Influencers and Why

While hearing the term “influencer” might bring to mind Instagram accounts with tens of thousands of followers, working with influencers can be a valuable resource by increasing your brand’s awareness and driving your pet retail sales.

“Pet retailers are looking for ways to stand out from their competitors,” said Vic Mason, president of World Pet Association (WPA). “By working with influencers, you cultivate powerful relationships that can have far-reaching benefits toward building credibility and amplifying your reach across different channels.”

Below are 10 things you should know about utilizing influencers:

1. Influencers are impactful

While influencer marketing has changed over the past several years with the pandemic impacting advertising, influencer marketing is an effective tactic. A 2022 marketing survey found that content created by influencers generated eight times more engagement on social media than content created by brands. Influencer content can reach a wider audience of quality customers, resulting in sales from that increased reach.

2. Influencers are more than just social

Influencers aren’t just people with large social media followings. They can add credibility and amplify messages across all marketing channels including press releases, emails, display ads, social media ads and more. If you focus only on organic social media, you may miss out on return-on-investment (ROI) elsewhere. Therefore, it’s a good practice to integrate influencer-created content and testimonials across several marketing channels.

3. Influencer ROI is long-term

Content and testimonials from influencers are typically evergreen, and the customers and followers you gain from influencer campaigns should be nurtured over time. Influencer partnerships themselves should also be cultivated so they become more lucrative as more people become familiar with your products—allowing the influencer to continue promoting your offerings with authenticity.

4. Bigger influencers aren’t necessarily better

The more popular the influencer, the more likely they could be out of your budget—or the cost per conversion might not make sense for your marketing needs. Looking to influencers at a nano (1,000-10,000 followers) or micro level (10,000-50,000 followers) might be more beneficial not only from a budget standpoint, but also in terms of authenticity. According to Forbes, micro-influencers are more trusted by their followers.

5. Influencers are right under your nose

Don’t limit yourself to narrow definitions of what “influencer” should mean. According to Nielsen, 84 percent of customers follow recommendations from friends and family and 77 percent are likely to make a purchase based on recommendations from those they trust.

“Word-of-mouth is a powerful motivator,” Mason said. “You may already have knowledgeable advocates who have gone unnoticed.”

6. Brands should select influencers carefully

Don’t just look to follower numbers when you select influencers to promote your business. Social media sites offer platforms to help monitor engagement rates and audience demographics to help you make an informed decision about the quality of those follower numbers. You can also ask a potential collaborator to share screenshots of their metrics. You should also select influencers based on their aesthetic, content quality and alignment with your brand’s values.

7. Working with influencers is a win-win

Make sure influencer partnerships are valuable to the influencer and that they are compensated appropriately for their work. While a nano-influencer may be happy to be compensated with discounts or free product samples, those with larger audiences will likely require payment.

8. Brands should trust influencers’ experience

Allow influencers to have creative freedom when promoting your products and services, especially for experienced content creators. They know the tone that resonates best with their audience, and they have their own brand style. A creative brief should be provided to indicate campaign goals, key messages, hashtags, a call to action, links and logos.

9. Brands need to understand FTC regulations

According to the Federal Trade Commission (FTC), influeners must be transparent when they have a “material connection” in brand endorsements they present to followers. Rules may differ by social media network, so make sure you’re up to speed.

10. Brands should track and analyze conversions

Provide UTM tracking links (snippets of code attached to the end of a URL) or unique links to influencers so you can monitor ROI on conversions and campaign performance. You can always use a link shortener like Bitly to condense the URL, too. Another way to track conversions is with custom discount codes for use at checkout.

Pet retailers can increase their marketing savvy at SuperZoo 2022 in Las Vegas. Join us for a Free Show Floor Talk on Tuesday, Aug. 23, at 11 a.m., where three industry influencers and a moderator will be talking about influencer marketing and answering questions. Register today.

The World Pet Association (WPA) brings the pet world together so quality interaction and education between and among product suppliers and pet owners can create healthier, happier pets and a healthier, more productive pet industry. Founded in 1950, WPA brings thought leadership, innovative thinking and best practices to the pet industry, working to inform and educate the general public in order to ensure safe and healthy lifestyles for our animal friends.