Everything You Need To Know About Influencer Marketing Agencies (Before Signing The Contract)
Influencer marketing is currently one of the fastest-growing online customer acquisition channels.
Over the past two years (2014-2016) Google Trends has shown the steady growth of influencer marketing. It has surpassed organic search, paid search, and email marketing – three of the most effective methods for customer acquisition in the digital age.
In a recent study conducted by Twitter, it was revealed that influencers rival friends in building consumer trust, which is having a direct impact on sales.
Who Are Influencers?
Most influencers are niche experts, who have established trust with their followers after a long period of time. Bloggers and social media power users build their audience by publishing authentic, thought-provoking, and visually appealing content. Their followers are made up of everyday consumers who enjoy learning from the influencer, and engaging with their content.
What Are Influencer Marketing Agencies?
Influencer marketing agencies, like Acorn: The Influence Company, are the experts in all things influencer marketing. They exist to manage the process from start (planning, and strategy), to execution (influencer hiring, campaign running), and finally to its completion (measuring KPIs, delivering reports).
How Do Agencies Build Their Influencer Networks?
Every influencer agency builds their influencer networks differently, sometimes focusing on specific industries, or amassing a varied group of high-performing influencers based on predefined prerequisites.
At Acorn our influencer outreach strategy is to hand-select influencers for a campaign, rather than have them bid on it. That way we maintain confidence in the performance of our vetted influencers.
An influencer agency should compensate fairly, have open communication with their network, and send our influencers handwritten thank you notes and gifts.
What Process Do They Follow For Developing An Influencer Campaign?
The process for creating, maintaining and measuring an influencer campaign will differ from agency to agency. At Acorn, we work closely with brands to ensure everybody is aligned on goals, KPI’s, strategy, execution, and timeline.
We then create a plan that expands beyond the traditional influencer blog post, encompassing all social channels as well as real-time posts, Pinterest boards, aggregator sites, and full analytic & audience insights reports.
At Acorn we select influencers who are right for the brand.
The influencers selected for each brand’s campaign meet the requirements set out before kickoff, are aligned with the strategy, and have a deep understanding of what the brand needs.
How Do Agencies Handle FTC Influencer Marketing Regulations?
It’s vital to ask agencies how they uphold FTC regulations before you sign the contract. While they don’t change often, the rules are often revised as social media networks release updates, and new technology is put on the market.
Working with an agency who is well-versed in the FTC rules will help your brand stay within regulations. They can also help ensure that the influencers hired on your campaign are following the FTC rules so your campaign has the appropriate endorsement disclosures.
That said, marketers should educate themselves on the latest FTC laws before engaging in a campaign. We recently published an article with tips on how to ensure your content meets FTC endorsement guidelines.
How Do They Integrate Influencer Marketing With Other Strategies?
Acorn also established partnerships with a digital media company, and audience insights company to deliver in-depth data, insights and results to our clients. We’re used to working within our clients deadlines to ensure that the influencer campaign can be easily integrated with concurrent campaigns being run by other teams.
Want to know more?
Acorn Influence has had the pleasure of working with some of the biggest, and best, brands in the world. Our case studies page features more examples of how influencer marketing is providing true ROI for agencies, and brands alike.