How would you compare influencer marketing with digital advertising?
There is no comparison. While I would like to give a specific answer, that is simply not possible – there are too many variables to take into account when comparing influencer marketing vs. digital advertising. The immediate variables that one needs to take into account when asking a question like that would be: Who is your target market? Where do they hang out the most? What is their age range? Where do they receive their information? Who influences their decision-making?
Let’s put this into a real-world application. Let’s say I am an investment broker targeting 50-year-olds, and I want to talk to them about living wills and trusts. I can definitely say with certainty that this type of information is NOT going to be the topic of hot conversation by an influencer. Let’s talk about healthcare – again, not touched by influencers.
On the other-hand, if I want to sell the hottest new fragrance from Marc Jacobs, influencer marketing would be the de facto.
So, they’re both equally important depending on one’s demographic and target audience.
Which social platforms do you think will be the most used by influencer marketers in the next 5 years?
Instagram/YouTube/TikTok
How do you currently find relevant and high-quality influencers for your marketing campaigns?
Competitor analysis
What are some common tools and strategies to help grow your presence on Instagram? Are you currently using any tools?
I align myself with people who are kicking it in my particular industry. I then engage with them with thoughtful responses to their content and even offer free content creation once I get to know these people. Instagram is easy once you know how to play the Instagram game.
What advice would you give to a new business that wants to gain and grow its paid sponsorships?
Know where your audience hangs out and who helps them make their decisions. Hire a copywriter – don’t wing it. Writing copy on your own comes off as being very unprofessional and can turn off potential customers.
How do you currently collaborate with and pay Instagram influencers? Name any tools and strategies that you use.
I don’t. As a business owner, I loathe when influencers reach out to me to do something or give them something for free. Other business owners I’ve spoken with feel the same and are starting to really resent people who call themselves “influencers”.
