Every day I see more and more business people who have a smart vision — they understand that a social media presence is essential for business to make it big. This is true – moving the needle for your business’ social media presence is important, and perhaps should be at the root of all your other marketing objectives.
And by now, you likely also understand that to have an impact you have to hire the best fit SMI (social media influencers) for your brand. Perfect so far!
Next step — you sign the SMI to a contract that ties their compensation to sales of your product.
What a bummer, you almost did it right with #InfluencerMarketing, and yet you’ve failed before you’ve even begun.
If you say that you want to do influencer marketing because you want instant transactions, instant sales, I am sorry to disappoint you buddy —
- That won’t happen, especially with nano, micro and macro-influencers. Those hard-working magicians can do a really amazing job in so many things for you, but not that, not instant sales.
- In many cases hiring mega, celeb SMI though will lead to instant sales, and that’s because when you target millions of followers (assuming that they do something a bit similar to your brand/product) and some will convert into sales. But – listen to me – that will not be beneficial for you:
- Chances are that your celeb hiring costs, minus net profit from those instant sales, will be negative, because celeb SMI cost a fortune.
- The conversion to sales will be so 0.00….%, and those who do buy will only buy once. They will be “instant customers” and you will never hear from them again. Since you did not work on your branding and relationship with them, most chances are that they won’t even remember your name and website. As for the rest (99.9888769% ?) – again, you won’t hear from them again, and if you do, most likely negatively. You probably didn’t make a good impression since social media is not where people want to come to be pushed to buy something… You’re a one-night stand, and the customers you gain won’t give a sh** about you… you LOST them!
You see, the beauty of social media is that you can use it to build a mass community of loyal followers, in an era where loyalty virtually does not exist.
With the right social media presence and with long-term, serialized SMI posts you will gain TONS of customers who will not only buy from you, but who will become your promoters. They might even become your defenders in tough times.
But there is nothing instant about that. It is true that hiring an SMI is a shortcut to building followers on social media. But still, you’ll need to invest time and effort. It’s a longer process than it seems and you’ll need to prepare and have patience.
Bonus: No matter how many times the algorithm is modified by Instagram, Tiktok etc, accounts with lots of comments will always benefit. So:
✌ Stick with followers who care
✌ Double down on SMI with high engagement
SMI* = Social Media Influencers