How to Harness the Power of Multi-Channel Influencer Marketing
In today's digital-driven world, we are constantly bombarded with marketing messages. From the latest celebrity endorsement on Instagram to the banner ads that follow us around the web, it's hard to escape the reach of the undeniably powerful marketing machine.
But what if there was away to cut through the noise and reach your target audience in a more authentic, organic way? What if, instead of paying for ads that may or may not be seen by your target consumers, you could partner with social media influencers who have already built up a following of engaged fans?
Welcome to the world of multi-channel influencer marketing.
The diverse and ever-changing social media landscape provides ample opportunity for businesses to reach their target audiences through multi-channel influencer marketing campaigns. This blog post will explore what multi-channel influencer marketing is, how it can benefit your business, and some tips for getting started.
What is Multi-Channel Influencer Marketing?
Multi-channel influencer marketing is a form of marketing that utilizes multiple social media channels to reach an audience through influencers. An influencer, in this case, is defined as a social media user with the power to influence the purchasing decisions of others due to their authority, knowledge, position, or relationship.
The multi-channel part comes into play when businesses use more than one social media platform to run their influencer marketing campaigns. This could mean partnering with an influencer on YouTube, Instagram, and Twitter, or working with different influencers on each platform. The key is to identify which channels will be most effective for reaching your target audience and then working with influencers who have a strong presence on those channels.
It's not all about numbers, though. The quality of an influencer's engagement is more important than the quantity of their followers. An influencer with 100,000 engaged followers is more valuable than one with a million unengaged followers.
Hence, businesses can often get more bang for their buck by working with micro-influencers, who are defined as social media users with a smaller but more engaged following. Micro-influencers are more affordable, and their followers are more likely to trust their recommendations. But the big influencers can't be ignored either, as they often have the power to reach a wider audience.
The important thing is to find influencers who align with your brand values and who will be able to authentically promote your products or services to their followers. When done correctly, multi-channel influencer marketing can be an extremely effective way to reach your target audience.
How Can Multi-Channel Influencer Marketing Benefit Your Business?
There are many benefits that businesses can reap from multi-channel influencer marketing campaigns. Here are just a few:
Increased brand awareness and reach
When you partner with influencers on multiple social media channels, you're essentially getting free advertising. Your brand will be exposed to the influencer's followers, many of whom may not have heard of your brand before. And since people are more likely to trust recommendations from people they know and respect, there's a good chance that some of the influencer's followers will become customers.
Greater engagement and conversions
Influencer marketing campaigns have been shown to result in greater engagement than traditional advertising. Since the goal of any marketing campaign is ultimately to increasesales, it stands to reason that influencer marketing can also lead to more conversions.
Improved search engine optimization
Another benefit of multi-channel influencer marketing is that it can help improve your website's search engine optimization (SEO). This is because when you partner with influencers, and they promote your brand on their social media channels,they're also likely to link back to your website. Links from high-quality websites are a key ranking factor for SEO, which can help your website achieve a higher search engine ranking.
Cost-effective marketing
Last but not least, multi-channel influencer marketing is often more cost-effective than other marketing channels like paid advertising. This is because you only pay influencers for their promotional efforts, and you don't have to worry about ongoing costs like you would with paid ads.
Tips for Running a Successful Multi-ChannelInfluencer Marketing Campaign
Now that you know someof the benefits of multi-channel influencer marketing, here are a few tips tohelp you run a successful campaign.
Define your goals
Before you start reaching out to potential influencers, it's essential to first define your goals. What do you hope to achieve with your campaign? Are you looking to increase brand awareness, drive traffic to your website, or boost sales? Once you know what you want to accomplish, you'll be able to better identify the right influencers to work with.
Do your research
When it comes to multi-channel influencer marketing, not all influencers are created equal. Therefore, it's important to do your research and find influencers who align with your brand values and have a following that matches your target audience. If you take the time to discover the right influencers, you'll be more likely to see success with your campaign.
Create content that resonates
The content that you create for your multi-channel influencer marketing campaign should be shareable and engaging. It should also be relevant to the influencers that you're working with and their followers.
Know when to post
When it comes to social media, timing is everything. If you want your content to be seen by the right people, you need to know when to post it. Fortunately, there are several tools that canhelp you with this, such as Hootsuite Insights and Sprout Social. In addition, the influencer you choose to partner with should also be able to provide insights into when their followers are most active.
Monitor your campaign
It's essential to monitor your multi-channel influencer marketing campaign so that you can see what's working and what isn't. By monitoring your campaign, you can make necessary changes to ensure that you're getting the most out of your investment.
Different Types of Influencer Marketing Channels
Like any other marketing strategy, multi-channel influencer marketing can take many different forms. From working with the top Twitch gamers to partnering with Instagram influencers, there are several different ways that you can go about running your campaign.
Twitch Marketing
Twitch is a livestreaming platform that's popular among gamers. If you're looking to target this audience, then you'll need to find influencers who stream gaming content on Twitch.
Here at The Node, we work with some of the biggest gaming streamers on Twitch, such as Shaunz, HugoChristin, Juliettearz, and Xewer, amongst many, many, many others! Combined, the aforementioned influencers have a reach of over two million people per month, which is absolutely insane and something that we're very proud of. In addition, we also work with smaller streamers, who may not have as large of a following, but who are still extremely popular within their niche.
As we noted earlier, one of the benefits of multi-channel influencer marketing is that you can target a specific audience. When you work with Twitch streamers, you can be sure that you're reaching people who are interested in gaming. This allows you to create content that's relevant to your target audience and more likely to resonate with them.
Even if you don't sell any gaming products, there are still ways that you can work with Twitch influencers. For example, you could sponsor a gaming tournament or give away some of your products as prizes. Both are great ways to get your brand in front of a relevant audience and generate buzz around your product.
Instagram Marketing
Instagram is one of the most popular social media platforms, with over one billion monthly active users. Instagram started the influencer era, with many people using the platform to build a following and to share their lives with the world.
What started as a foodie trend, has now evolved into much more. Brands have realized the power of Instagram influencers and are now partnering with them to promote their products. This is multi-channel influencer marketing at its finest!
There are several different ways that you can work with Instagram influencers. For example, you could ask them to take over your brand's Instagram account for a day, to share a post about your product, or to give away one of your products to their followers.
No matter what you decide to do on Instagram, it's crucial that you work with influencers who are relevant to your brand. For example, if you sell sports equipment, you'll want to find influencers who are passionate about sports. This way, you can be sure that you're reaching your target audience.
YouTube
The home of hilarious cat videos, people falling over, and unboxing videos, YouTube is a multi-channel platform that's beloved by all. With over two billion monthly active users, there's no doubt that YouTube is one of the most popular social media platforms.
When it comes to multi-channel influencer marketing, YouTube is often overlooked. However, this is a huge mistake! YouTube offers a unique way to reach your target audience and to build a relationship with them.
Unlike other social media platforms, YouTube allows influencers to create long-form content. This means that they can really get into the nitty-gritty of a product and share their honest opinion with their followers. If you're looking for an in-depth review of a product, then YouTube is the place to go.
In addition to this, YouTube also offers a more personal way to connect with your audience. Many YouTubers use the platform to share their day-to-day lives with their followers. This gives brands an opportunity to sponsor vloggers and to get their products in front of a relevant audience.
TikTok
Last but not least, we have the almighty TikTok. This social media platform is relatively new, but it's already taken the world by storm. In just a few short years, TikTok has become one of the most popular social media platforms, with over 800 million monthly active users.
What sets TikTok apart from other social media platforms is its focus on short-form content. TikTok videos are typically only 15 to 60 seconds long, which makes them perfect for people with a short attention span.
If you're looking to reach a younger audience, then TikTok is the perfect platform for you. The majority of TikTok users are between the ages of 16 and 24, which makes it an ideal platform for reaching Gen Z.
When it comes to multi-channel influencer marketing, TikTok offers a unique opportunity for brands. You can work with influencers to create sponsored videos, or you can run ads on the platform. TikTok also has a built-in ecommerce feature, which allows users to buy products directly from the app. This is a great way to increase sales and to reach a wider audience.
Say Goodbye to the One-Size-Fits-All Approach
In the past, influencer marketing was a one-size-fits-all approach. This meant that brands would partner with one influencer and promote their products across all social media platforms. However, this is no longer an effective strategy.
With so many different social media platforms, incredible influencers, and ways to reach your target audience, it's time to say goodbye to the one-size-fits-all approach.
Nowadays, the most successful brands are those that adopt a multi-channel influencer marketing approach. This means working with a variety of different influencers across a range of different social media platforms. As a result, not only do you get the opportunity to meet amazing people, but you also get to reach a wider audience and promote your products in a more effective way.
Let The Node Agency Help You Harness the Power of Multi-Channel Influencer Marketing
If you're looking to take your influencer marketing strategy to the next level, then look no further than The Node Agency. We specialize in multi-channel influencer marketing and can help you connect with the right influencers for your brand.
We'll work with you to create a bespoke influencer marketing strategy that meets your specific goals and objectives. We'll then match you with the perfect influencers for your campaign, and we'll manage the entire process from start to finish.
If you're ready to take your brand to the next level, contact us and let us show you what we can do. Empower your brand strategy and start your influencer marketing campaign with us today!
