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

Blog Posts

5 things marketers need to do to get better in buy in when presenting

Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.

Emma Bannister

Founder and CEO, Presentation Studio

How to overcome negative habitual thinking

One of the greatest challenges facing senior leaders today is what’s going on in their own head.

Lisa Stephenson

Author, success coach, consultant

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

haters gonna hate

David Bentley

The purpose of purpose - Brand science - CMO Australia

Read more

Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...

Tejas Potfode

6 Ways to ramp up Social Media to Your Web Design

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

Latest Podcast

More podcasts

Sign in