Can I use Influencer Marketing to promote a website?

It is not only Search Engine Optimisation that can be used to make your website visible. Influencer marketing is another way of driving traffic to your site.

Brands are turning to trusted individuals (influencers) that have knowledge and experience in their industry before they go directly to the brands.  

People trust influencers more because they are independent to the brand, they are giving their recommendations based on their own opinions and experiences and not always prioritising on selling, as brands do.

How to use Influencer Marketing to market your website

1. Identify your audience and their habits

Knowing an audience and their habits is paramount to any successful campaign.

The platform on which the audience spends most of their time on, what they ‘like’ and comment on, allows you to monitor what kind of influencers they are following and inspired by.

Based on what the influencer is sharing, it teaches you what kind of content the audience respond well to by studying them carefully.

“Marketing gives you exposure but influencer marketing gives you credibility and trust.”

If you keep yourself up to date with your audience’s habits on their social media platform and the most influential influencers in the industry, it allows you to understand how the audience responds to the content and brands.

There are a various online tools that you are available to help you study influencers in your market, our influencer directory HypeFactory lets you filter influencers based on your specific target market, demographics of the influencer, follower amount amongst many more. It assists you to find the best influencers in your own industry, who has the biggest impact and within seconds you are able to study them closer to see what influence they have on their followers (your target audience).

2. Identify your ideal influencer

There is no influencer marketing without the influencers.  They are the most significant part of the campaign and key in their role on the performance for the brand.  

Once you have identified the habits of your target audience, you need to identify and understand the influencers that the are inspired by, and why.  There is such a vast number of influencers with their own strengths and weaknesses - some can be good for one thing, others might be better for another.

Whether you want to increase your website traffic or build awareness around your brand, your marketing objectives for the campaign need to align with the influencer you choose to collaborate with.

There is so much to consider when choosing the right influencer:

Is there a minimum amount of followers that they should have?

More followers doesn’t always mean bigger impact and better results.

Micro-influencers (with up to 50K) are proven to be able to reach out to their followers and achieve great results due to their close connection with their followers and their high engagement level.  Micro-influencers can be excellent value for money.  Whilst large corporations spend millions on one single ad post from Kylie Jenner, their success may have been greater had they partnered up with between 100 to 500 micro influencers, proving how cost effective they could be.  Some of those micro influencers may only need a sample product to get the ball rolling.   

“Brands often target women celebrities as influencers and don’t realise that most of their followers often consist of men”

What country should they be from?

It makes sense to use influencers whose main audience are from the your ideal country, i.e. if you are only selling products in the UK, targeting influencers based in the UK means it’s likely that their audience is too.

However, be mindful that this is not always the case, your influencer may be based in the UK but their followers could be worldwide.  This is something that becomes clear once you know more about the audience and followers.  A simple thing to do if you are not sure, is simply ask the influencer to send you insights of their followers.

Does it matter if the influencer is male or female?

Again, here you need to apply just a little common sense, if your brand is bikinis, the likelihood is using a female influencer is your best bet! If your brand is gender neutral, think about finding the most suitable instead of the gender - think, how do I want my brand to be received and consider all of your options before jumping to one conclusion or another.

3. Find the influencer

Once you have an idea about the “ideal influencer” go ahead and find them.

In the beginning finding influencers wasn’t that easy, it was certainly more time consuming, having to search by reading forums, searching blogs and looking for the ideal person to collaborate with.   Nowadays, it is much easier.

Based on the amount of influencers being low, therefore the competition being low, influencers were pretty expensive in the beginning.   At times brands much preferred to just work with celebrities, which was also expensive but probably gave them a guaranteed return.  

Now, you have HypeFactory!

HypeFactory has thousands of the leading influencers on social media, focused on small and mid-size businesses.

4. Which platform should you use?

Influencers use all social media platforms, finding them won’t be a problem.   What you need to decide is, which one do you want to choose and which is best?

Things to consider are that if you want to market a website, you need to be mindful that on Instagram for example, you cannot add website links in a post, which of course defeats the purpose of the post at all.  You can use a link in the bio of the influencer, however, they are not all willing to do this unless you pay them, of course.  

Blogs however, allow influencers to write about a brand, make recommendations with opinion and link your website freely within the post.

By doing this you will get direct traffic from the links you are getting and you will  also get a backlink to your website, one of the criteria Google uses to rank a website in their search results.

This can also mean that by working with a variety of bloggers, you continue to see results even when the collaboration has ended, as your Google ranking will have improved which means more organic traffic to your website.

5.Work with a YouTube influencer

There are thousands of YouTube influencers to collaborate with - videos have such a profound and lasting impact on audiences.  A couple of options are that you can collaborate with an influencer to make a video about your product or brand, or something as simple as asking them to feature it in one of their own videos.  

A bonus with YouTube videos is that they can include clickable links in the caption which encourages direct traffic and again, increases your rank in the search engines.

6. Arrange a giveaway

Everybody loves giveaways!

Giveaways or competition can be successful when you are giving something away that people want! The key is to know what people want!

You have to be strategic and do your homework before planning a giveaway.  You need to be mindful that your influencer probably has a greater following than your brand or product but that if you can collaborate well and it works, the results can be fantastic!

The secret is that as it is your website that you want to market, drive people do it by using a giveaway or competition.  An example of this is by having a page on the website where people can sign up or register to enter the competition.  The influencer can market your giveaway by telling their followers to enter the competition and telling them exactly how to do it.  This looks good for the influencer too, as they seem as if they are helping the followers get closer to the prize which encourages that trust relationship.

By tracking every single click that you get from your influencers, it will show you which one performs best.