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What is influencer marketing, and why should you use it?

What is influencer marketing, and why should you use it?


Influencer marketing is about promovere your produts, your business and brand in a credible way, and that is a strategy with an enourmous potential for many businesses. Read about the concept here, and learn how to get started and make the most of your campaigns.


Hvad er influencer marketing?


What is Influencer Marketing?

Influencer marketing is a marketing strategy based on creating relations to one or more influencers, and have them promote a product or brand, in return for payment or/and gifts. 

This strategy lies somewhere between social media, product marketing, user reviews and PR. But whereas in PR you reach out to journalists to gain coverage in a paper or magazine, and exposure to their readers, this is where you reach out to influencers to get mentions on the social media. 

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Why should even you use influencer marketing? 

Since the beginning of time, people have spoken with one another, sharing tips and recommendations. Word of mouth makes for more credibility, as you instinctively trust what your friend, co-worker or neighbour says, more than what a company tells you. It is precisely this mechanism that influencer marketing makes good use of. 

Many consumers have today become immune to advertisement. Their eyes may recognize a commercial, but their brains ignore the message. You get around that by promoting your business or product through an influencer. 

An influencer is something in between a magazine and a digital friend. They have a direct line to a vast group of followers, who trust their entries, taste, and judgment. By utilising  influencer marketing, you thereby reach a new tart group in an authentic and trustful way. This credibility results in more sales, leads, and, in the end, a larger profit.

A final, additional advantage is, that when you have an influencer put up your products, you get quick and direct feedback from the followers. So you get a kind of focus group included in the price of an influencer campaign.

Advantages of influencer marketing

Here we have collected the advantages in a list:

  • Generate more leads
  • Create more sales
  • Get credible and authentic promotion 
  • Reach consumers that have gone “advertisement blind
  • Reach a new target group, or an audience that is hard to reach through other channels
  • Get direct feedback from the influencer and followers on your products and brand
Michelle Munch


Who can use influencer marketing?

Both B2B- og B2C- businesses can achieve gtreat benefits from working with one or more influencers. As with everything else in marketing, it's all about reaching the right audience. So if you find the right influencer, who can give you access to those you want to reach, there is a great potential for more exposure and sales.   

Se hvordan du kan sælge mere med influencer marketing ved brug af de her 6  taktikker.

How to choose the right influencers?

You cannot be sure that he or she with the most followers is the right one for your brand and products. Influencers are divided into micro, macro and mega. A micro influencer typically has between 5.000 - 25.000 followers, and often keeps in close contact with them.  When you choose a micro influencer your reach fewer potential customers, but the promotion is stronger. So consider your target group, what you want to sell or promote, and choose your influencer accordingly.

So how do you find the ideal influencer? You could, of course, log on to Instagram or YouTube, and find profiles yourself. It takes time, but it can be done. At Make Influence we believe in data, and that data is the best basis for finding that particular influencer, who is the right match for you. You can browse our +1000 influencers, plus their Instagram data, and swiftly find a likely candidate for an influencer campaign. 
Read more about choosing the right influencer at Make Influence here.

Ditte estrup


What to consider before getting started with Influencer marketing

Influencer marketing is not “one size fits all”, nor is it a “quick fix”. 

Your company is different from the others in the same line of business, so you need to find an influencer who reflects your values. And obviously one who gains you access to the right target group. 

You should not choose this strategy, if your only goal is more, quick sales. Influencer marketing is about credibility and relations. Not only between the influencer, your product and the followers, but also between you and the influencer. It takes time to create this relation and build trust. Once you have achieved a good partnership, keep this relation for a longer period of time, og watch how your brand is strenghtened with time.  

The last thing you should consider, is perhaps also the hardest. It certainly is for some businesses. It's to do with control - or rather the absence of it.

When you use an influencer, they create content and put it on their channels. You are not (very much) a part of this process, and for companies with a very close feel for their brand, this can be difficult to handle.

However, you can be sure that the influencer knows the followers best, and is very much aware of how to engage them.. And remember, the influencer is every bit as eager for a successful campaign as you are, so she or he will take good care of your products and brand.

How much does Influencer Marketing cost?

There are different ways to calculate the cost of this strategy. Some campaigns "only" cost free products for the influencer, while some cost a lump sum plus commission. 

If you use an influencer platform, like Make Influence, you will also find various pricing models. 

At Make Influence, we are performance based. This means the influencer receives commission of sales via their profiles. And we are the only ones in Denmark doing it that way. We believe that is the most transparent way of working.  

We have two solutions for businesses to choose from, depending on if you want to participate yourself, or rather have us handle everything. We call our solutions Self Service or Managed. 
Read more about Make Influence and our prices.

Mette Mercedes

Remember the rules

Some may view influencer marketing as a grey zone, but it is in fact marketing, just like all similar activities. So one naturally has to observe marketing laws and in particular the rules of hidden advertising. Responsibility indeed rests with both the business and the influencer in case the rules, contrary to expectations, are violated. Note that the rules are stricter, the younger your target group is.

How do you get started with influencer marketing

There are two ways to go when you want to get started with influencer marketing. It can be done, but it takes time. 

The other way is by using an influencer marketing platform, such as Make Influence. This way tou quickly start an account and gain direct access to our  1000+ influecers.

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