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 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in