If you want to influence your business with your SEO strategy, influencer marketing is one of the most effective techniques for increasing your reach, engagement, and influencing traffic and conversions.
The State of Influencer Marketing in 2022 report by Hype Auditor shows that “The global influencer marketing market on Instagram could reach $ 15.2 billion in 2022, and that number could reach $ 22.2 billion by 2025.”
While working with influencers is gaining ground, this tactic comes with some challenges. With so many questions and myths surrounding this business, how can SEO and companies ensure that influencers have the desired impact on their SEO campaigns?
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Before the term “influencer” was so popular, SEO companies and agencies relied on working with influencers for a variety of reasons. For SEO, links are the most important.
So is working with influencers still a good tactic? Short answer: yes. Because:
A Kantar study found that 58% of people born between 1995 and 2010 are influenced by reviews when making a purchase decision.
This generation is digital natives: growing up with the internet, social media and mobile devices. This led to the emergence of a hyper-cognitive generation, accustomed to collecting and consuming a wide variety of information sources. They include virtual and offline experiences.
And reviews are, in a way, a source of experience.
What about SEO? Suppose there is a link in an excerpt from a story or review that is relevant to your audience and supports the influencer’s work. In this case, the direct benefits will be in traffic and revenue in addition to others such as brand awareness.
However, as link building evolves, the way we work with influencers is also changing. While there’s no question that influencers can have a beneficial effect on traffic and SEO, demonstrating influencer ROIs remains a challenge.
3 challenges of working with influencers (and solutions)
Challenge 1: Using the wrong metrics to choose influencers
One of the most common problems companies face when selecting an influencer is using metrics that reveal nothing about the influencer and their work.
One such metric is the website’s Domain Authority (DA) (if you’re looking for an influencer who also has a website in addition to social channels).
Domain Authority is a useless indicator for evaluating an influencer’s website. DA is an indicator invented by an SEO tool vendor, and Google doesn’t use it for indexing, indexing, or ranking.
We don’t use domain authority in our algorithms at all.
Choosing an influencer based on the number of followers is not a significant indicator as you can buy followers.
Solution: Clear KPI definition
The KPIs behind each campaign with an influencer should be unique.
Years ago, a popular KPI when working with influencers was to get a link on their blog. In 2022, your business goals when working with an influencer can be one of the following (or all of them in some cases):
Working with influencers is exciting. However, there are also a few things you should pay attention to to make sure your collaboration reaches real people and not fake followers.
When reviewing influencers, it is worth taking a look at:
It’s not a metric, but it’s always a good idea to ask an influencer for a collaborative portfolio. This is when an influencer proposes to collaborate with your business that you can ask for it to have an idea of how they collaborate with other brands.
Useful influencer analysis. Two fantastic tools to help you learn more about your influencers and their followers:
Remember that the metrics we want to influence when working with influencers are traffic, conversions, and revenue.
Challenge 2: A result that does not bring any value to anyone
Collaboration that ends with a mention and no link will bring no SEO value to your business or brand.
Ultimately, you’ve got a temporary story lost amongst all your other stories (Instagram, Snapchat, or elsewhere) or posts that won’t bring you any traffic or engagement.
Solution: Clear goals and communication from the start
Defining your goals allows you to choose which influencers you want to work with, content types, distribution platforms, etc.
However, broad-based marketing and business goals aren’t there to make your influencer campaign a reality.
When working with influencers, make sure your goals are specific to your campaign so you don’t accidentally underestimate the performance of your campaigns.
Challenge 3: Irrelevancy
Irrelevant content occurs when the influencer’s audience does not find the topic of your collaboration interesting, relevant, or useful. Most likely, their followers probably won’t even click on it.
Even if your team works with a high-profile influencer, you can get a temporary boost in traffic. However, any traffic generated by this collaboration is likely to bounce back quickly and is unlikely to transform.
Solution: Choosing the appropriate influencer for your audience
Consumers’ perceptions of influencer content are critical. The most relevant influencers for your campaigns and audience are more valuable than the number of followers they may have.
Regardless of whether or not the work of influencers aligns with brand values, the effect of their work should be judged on the basis of quality by analyzing the interaction of their community with influencer content to determine if their work is contributing to shaping customer opinions about the product or company.
Tips to make the best of a collaboration with an influencer
Best practices
It’s important to stick to best practices when working with influencers. This means that your business content and collaboration with influencers must include labels such as:
For example, in the UK, the Advertising Standards Authority (ASA) states in its rules and regulations the importance of influencers fully disclosing the nature of their posts to their followers.
If you work with influencers, create content on their websites or blogs, they should also be tagged, especially if the influencer adds a link to your business in their content. Failure to do so properly may violate Google’s quality guidelines (link schemes).
Follower count doesn’t matter
Influence is not just a numbers game. Size isn’t everything when it comes to influencer marketing.
Due to their knowledge of audiences and shared interests, influencers with smaller audiences are more likely to generate more engagement.
More brands are working with influencers than ever. The days of prosecuting influencers based solely on the number of followers and no other metric are long gone.
Relevance and engagement rate and the rise in micro-influencers offer companies and brands a plethora of options.
The opinions expressed in this article are the opinions of the guest and not necessarily Search Engine Land. The list of staff authors can be found here.
New on Search Engine Land
About The Author
Maria Amelie White works as Head of SEO at Kurt Geiger, a high-end UK retail chain with concessions in luxury stores such as Harrods and Selfridges in the UK.
Maria holds an MA in Psychology from the University of Oxford and has been working in SEO for over 12 years, specializing in Technical SEO, International SEO, Local SEO and Digital PR.
How do you approach influencers?
Many brands use influencer marketing to reach their target audience. Big brands like Motorola, Adidas, Pepsi, and Dunkin ‘Donuts use influencer marketing. Adidas has been using influencer marketing to promote its products for years. They use influencer marketing to reach a younger audience via Instagram.
- 5 tips on how to approach an influencer
- First things first. …
- Show them why you care. …
- Explain your worth. …
- Express your intention. …
- Don’t be intrusive with requests. …
- Keep it short. …
- Examples. …
What if I don’t get a reply?
How do you approach an influencer to a partnership?
How to send a message to an influencer? How to send a message to an influencer: tips for outreach emails. If you don’t know their name, stick to a more general greeting. Use their name if available, but don’t use a username. Influencers want to know that you are putting an effort into knowing their profile before making contact.
How do brands partner with influencers?
The most direct way is to send an email or social media message to an influencer asking for collaboration. Another method is used by Amazon and a few other large companies: having a website where people interested in collaborating can register. Many other companies use a combination of these techniques.
What should you look for when partnering with an influencer?
The first and most common way is to pay them to create a sponsored social media post about your brand or product. You can also pay them or give them free products for review. Conducting live interviews with influencers or hijacking Instagram accounts are also great ways to collaborate with influencers on Instagram.
What is influencer marketing quizlet?
The most important aspect when reaching the client is financial compensation for cooperation with an independent influencer. It is important to recognize the influencer’s value and compensate for it accordingly. You can judge the value of their content based on what they are promoting themselves.
Influencer marketing. a type of marketing that focuses on using influence to promote the message of a brand, product, or service in their larger market.
What is influencer marketing and its benefits?
What is the simple definition of an influencer? Definition of influencer: one who makes an impact: a person who inspires or directs the actions of others The old theme of laziness and maturity runs counter to today’s influencers who are businessmen and exclusive, inspiring promoters of a blockbuster lifestyle. ” “
What is influencer marketing and how does it work?
Influencer marketing delivers content that offers solutions to problems. It educates and motivates recipients. Influencers are sensitive to the needs of their followers and fans, easily creating content that will also offer value to your target audience.
What is the benefit of influencer marketing?
What is influencer marketing? Influencer marketing employs leading, niche content creators to improve brand awareness, increase traffic, and target your message to your brand’s target audience. It is this collaboration between brands and creators that allows companies to expand their reach to all of their buyers.
What is the meaning of influencer marketing?
Influencer marketing allows large brands to attract more customers and small businesses to increase their visibility, which provides a higher return on investment than other marketing channels.
What are the 3 types of influencers?
At a basic level, influencer marketing is a type of social media marketing that uses recommendations and mentions of products from influencers – people who have a dedicated social media fan and are seen as experts in their niche.
What is influencer marketing called?
It took massive adoption of social media to evolve today’s three influencer personalities: mega-influencers, macro-influencers, and micro-influencers.
What is an example of influencer marketing?
Influencer marketing (also known as influence marketing) is a form of social media marketing that involves recommendations and product placement from influencers, individuals, and organizations who have a purported level of expertise or social impact in their field.
What is influencer marketing and how does it work?
Influencer Marketing Example 4 Since Dunkin ‘wants to rebrand after removing “Donuts” from its name, it is working with micro-influencers to achieve this. Seeking to promote its coffee drinks, the brand ran a localized marketing campaign for influencers in the Philadelphia area.
What is an example of influencer marketing?
What is influencer marketing? Influencer marketing employs leading, niche content creators to improve brand awareness, increase traffic, and target your message to your brand’s target audience. It is this collaboration between brands and creators that allows companies to expand their reach to all of their buyers.
What do influencer marketing do?
Influencer Marketing Example 4 Since Dunkin ‘wants to rebrand after removing “Donuts” from its name, it is working with micro-influencers to achieve this. Seeking to promote its coffee drinks, the brand ran a localized marketing campaign for influencers in the Philadelphia area.
What is an example of a social media influencer?
What is influencer marketing? Influencer marketing employs leading, niche content creators to improve brand awareness, increase traffic, and target your message to your brand’s target audience. It is this collaboration between brands and creators that allows companies to expand their reach to all of their buyers.
What are the 3 types of influencers?
Kylie Jenner has become a powerful influencer thanks to her 252 million followers. Being a versatile woman, she flaunts her modeling, social status, and makeup empire through her Instagram posts.
How do I control access to my website?
It took massive adoption of social media to evolve today’s three influencer personalities: mega-influencers, macro-influencers, and micro-influencers.
There are two steps to restricting access to websites. First, you create a file containing usernames and passwords. Second, after entering the correct password, you tell the server what resources are to be protected and which users can access them. Create a list of users and passwords in the file.
How do I block access to a website from my camera?
Can I restrict access to my website? To restrict access to websites you have to put. htaccess in the directory you want to restrict access to. Since you probably have other websites that you want everyone to be able to see, you will need to create a special directory for restricted websites and give your files the appropriate permissions.
How do I open the control panel on a website?
Step 1: Right-click or press and hold the Start button and select Settings. Step 2: Select Privacy. Step 3: Select the camera or microphone from the left panel. Step 4: Scroll down to Microsoft Edge and select the button next to it to change access to Disabled.
What is control panel for website?
Log in to your account. In the Hosting section, click Hosting and then click Manage. Click the Control Panel link under the name of your hosting account. A new window or tab should open; if the window does not open, check the pop-up settings of your internet browser.
How do I log into my website dashboard?
Where is my cPanel?
The web hosting control panel is a web interface provided by the web hosting service that allows users to manage their servers and hosted services.
How are influencers paid?
You can login to your cPanel using your browser’s address bar. Enter your website address followed by a colon followed by 2083. Accessing your cPanel looks like this: https://yoursite.com:2083. You can also login to your cPanel by typing / cpanel after your website address.
There are several ways to earn money online through social media influencers. The most common way is to get paid from companies, brands, and services. They usually have to create content and get paid at an agreed rate. Some also charge a commission – as in affiliate marketing and collaboration.