3 ways brands can embrace influencer marketing to connect with customers

Founder of social influencer agency theright.fit Taryn Williams reveals what marketers should consider when creating authentic and engaging social content

Founder of theright.fit and Wink Models, Taryn Williams. Image courtesy of Matthew Kelly - Yahoo7 Be
Founder of theright.fit and Wink Models, Taryn Williams. Image courtesy of Matthew Kelly - Yahoo7 Be

Influencer marketing is fast becoming a powerful way brands can connect and engage with audiences. But the right collaboration needs a strategic mindset, founder of social influencer agency theright.fit, Taryn Williams, said.

Williams, whose agency has more than 6500 online talent and 1500 brands including Coca Cola and Chandon, AAMI Inusrance and Ben & Jerry’s, knows what it takes to get the brand/influencer collaboration right.

A savvy entrepreneur and also the founder of Wink Models, she revealed three key tips brand marketers need to think about when it comes to working with influencers to produce successful marketing outcomes – at whatever budget or scale.

Finding an authentic voice for your brand

“The first thing to consider is what is it you are out to achieve,” she told CMO.

“Is it a particular call to action, is it brand awareness? Then you need to figure out whether influencer marketing is the right medium to go about achieving that goal.”

Once that decision is established, the next concept to understand is that content co-creation has to speak authentically to the audience you’re trying to capture. “You need to find the right influencer and think about who authentically resonates with your brand’s messaging and values,” Williams said. “Is it someone who necessarily has a very high following, or is it someone who can influence in a particular niche or granular field?”

On the influencer side, Williams said bloggers and instagrammers need to be really clear about why they want to collaborate with a brand and whether the brand is aligned with their own values, otherwise there is a risk of running an epic marketing fail.

Williams’ agency represents high-profile people including ex-Roosters star turned global athletic director of fitness franchise F45, Dan Conn, who boasts more than 318,000 followers on Instagram. He spoke with Williams at the recent Yahoo7 Vivid Ideas ‘selfies to superstar’ event.

“Influencers need to be honest about whether the collaboration will add value to their channel, and whether it is a mutually beneficial agreement,” Williams added. “It needs to look authentic and resonate with the influencer’s audience.”

From left to right: brand owner of The Daily Edited Alyce Tran, theright.fit founder Taryn Williams, influencer and brand ambassador Dan Conn and social media star Tanya Hennessy at the Vivid Selfies to Superstar event
From left to right: brand owner of The Daily Edited Alyce Tran, theright.fit founder Taryn Williams, influencer and brand ambassador Dan Conn and social media star Tanya Hennessy at the Vivid Selfies to Superstar event


Know your tribe

According to Williams, one of the key insights brands need to leverage in social influencer marketing is understanding their target audience, and finding influencers that can reach that demographic in an effective and resonating way.

“You also need to be clear about the demographic you want to reach – so if you have a local small business that sells products targeted to 25-35 year olds, then you need to find an influencer that is based in your local area that has a strong following in that area and can get you traction,” she said.

When you find an influencer that can help bring more people to your tribe, it can be incredibly powerful for a brand. This is because the influencers have already created the right media channels for you to connect with your tribe, who passionately believe in the same values with your brand, Williams said.

“It’s a great way to really amplify your content and speak to the right audience,” she said.

 Understand the guidelines

Williams welcomed the latest AANA guidelines as giving Aussie brands some transparency in a fast evolving and often overwhelming influencer marketing space.

“A lot of brands dip their toe into influencer marketing but they don’t really know where to start,” she said. “And it can all be quite overwhelming and so new, but there had been very little guidelines to really help brands get started.

But with influencer marketing set to double in the next 12 months, brands are recognising this is a very important channel and at the same time, that it’s vital to put guidelines and transparency in place.

“It’s such a new medium and it’s evolving so quickly, I think the AANA guidelines are a good start and we will see it continue to evolve, especially as new technologies are released,” Williams concluded.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu      

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

What lies ahead for the future of marketing post-AI

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

Read more

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in