Continuing with the summaries about the Inbound Leaders event , this time I bring you the talk about “Influencer Marketing + UGC = Success” , given by Miguel Ángel Trabado , a specialist in digital marketing who is listed in the Top 10 global marketing professors on Twitter and the Top 20 global marketing influencers on Twitter , both distinctions worldwide.
In his presentation, Miguel Ángel explains that influencer marketing is very similar to traditional marketing with celebrities (singers, actors, athletes, etc.). However, the incorrect management of many campaigns with influencers has caused this type of marketing to have a bad reputation in the sector.
Despite this, if proper and professional management is carried out, communication strategies through influencers can be very powerful and economical. The key is to know how to distinguish the different types of influencers that exist and identify which ones are best suited to each business or campaign.
Next, I leave you with some of the most revealing ideas of the Influencer Marketing + UGC = Success talk by Miguel Ángel Trabado.
How many and what types of influencers are there?
There are multiple ways to classify the types of influencers, but the two that Miguel Ángel recommends due to their proven effectiveness are the following:
1. Types of influencers by business objective
- Brand ambassadors : brand ambassadors are influencers who may have a very small community, between 10,000 and 20,000 followers, but who stand out because they generate a very close bond with the brand and with the specific market in which it operates. Therefore, the effectiveness of ambassadors is very high.
When executing a strategy with these influencers it is recommended to establish a long-term relationship, and that they are not promoters of other additional brands.
- B2B influencers : B2B influencers have on average a community of between 50,000 and 500,000 followers, who are characterized by not being final consumers, but people with some type of business in the same sector.
- B2C influencers : B2C influencers are the most popular. They manage communities with more than 4 million followers, although these communities are very heterogeneous in terms of the characteristics of the followers. Therefore, strategies with these types of influencers are more focused on objectives of increasing reach, rather than penetrating niches.
2. Types of influencers by community volume
- Micro-influencers: micro-influencers have communities of between 5,000 and 50,000 followers, but the interesting thing is that these are characterized by grouping followers belonging to the same market niche. Thanks to this, these influencers achieve very high engagement rates.
- Powerful Influencers: Powerful influencers have communities that exceed 50,000 followers, and are often known internationally. In this sense, due to its international projection and the number of followers, recruitment costs increase, although the engagement ratio decreases.
What tools can we use for influencer marketing?
Depending on the processes that we must carry out, the market offers us a great variety of tools for influencer marketing. However, when searching, analyzing, comparing and choosing influencers, Miguel Ángel recommends the following two freemium tools:
- Heepsy : it is an online directory used to find influencers of all kinds. Currently, it has a database of more than 7 million influencers, of which it shows a series of metrics on the analysis of their respective audiences.
- Klear : it also functions as a directory of influencers, assigning them a score from 0 to 100 to evaluate the level of influence of each one, and categorizing them according to the theme of their content or the market in which they operate.
What is User Generated Content (UGC) and why is it so powerful?
User generated content or user-generated content is a strategy that seeks to encourage users to create publications related to the company themselves. We can say that the goal is to make each follower become a brand ambassador.
This is the strategic principle of what is known as Word of Mouth Marketing (WOMM) or word of mouth marketing. The importance lies in the fact that if in traditional marketing the positive opinion of a client usually impacts about 7 people on average, in digital marketing this amount can become hundreds or thousands of people, depending on the scope of the social networks of each generating user of content.
The interesting thing about this strategy is that the brand should not ask users for anything, it should simply create creative campaigns that somehow encourage the natural participation of people. If a campaign is creative and successful enough, users will create and share their brand-related content on their own. A clear example of this strategy in action are the #challenges .
In his presentation, Miguel Ángel explains in detail, with practical and real cases, how to execute this type of campaign successfully.
As you will see, the UGC can be a very powerful, efficient and economical strategy. Now, imagine that you hire an influencer to promote your UGC campaign. Without a doubt, the success will be tremendous. The key, as we have mentioned, is knowing how to choose and manage the right influencer.
Finally, after listening to the entire presentation, some of the questions that the attendees asked Miguel Ángel were the following:
- How much does it cost to hire influencers? How much do they charge?
- How is ROI calculated when working with an influencer for a campaign?
- Who makes the content that the influencer publishes, the brand that hires him or the influencer?
As you will see, the level of expertise in Inbound Leaders 2019 was tremendous. If this was our previous edition, imagine how amazing our Inbound Leaders will be .
If you have any questions about influencer marketing or about the event , Contact us today.