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  • Writer's pictureHansika Mata

Influencers Marketing Explained

Let's discuss a term today that’s common in the restaurant marketing world but without proper understanding one may be left unaware of the hidden benefits. If you've never done influencer's marketing for your restaurant business, then this article is a must read for you!

What is Influencer Marketing

Influencer marketing refers to when someone who has an influence over a significant number of people promotes a brand. Influencers can be as big as celebrities or as small as someone who is influential in a locality or influencers a particular set of people like moms, gym enthusiasts etc. the second category of influencers are also known as micro influencers.

Why you as a restaurant owner even consider influencer marketing?

Most business owner don’t have large sum of money to pay celebrities to promote their business and of course it’s a fancy thing to get promoted by a big influencer but in reality if we are catering to a specific niche or to a specific city then it’s not of much benefit as

  1. Most people don’t trust celebrity promotions

  2. Most advertisements by celebrities are ignored by common public

  3. Celebrity promotions reach is extremely high which means many people who will engage with our promotion might not even be our potential customers

How can restaurants or cloud kitchen owners work with influencers?

Now here comes our savior .. the micro influencers. These influencers have a

1. High engaging rate on their social media as people trust them

2. Cater to a specific niche which means we just need to identify influencers that cater to our target market.

What is a Micro Influencer?

A micro influencer having 10,000 to 100,000 followers with an engagement rate of 5-10% by our potential customers is more beneficial to our brand than a celebrity having over a million followers receiving engagement from random people. Simple

How to get started?

It’s a 4 step easy process.

First, evaluate whether you want to do it one time ( preferable when it’s a business launch ) or consistently for over a period of a few months, in this case we’ll have to divide the number of influencers for each month. For example. You may go for 10-15 influencers every month or 40-50 influencers at a single go.

Second, identify the ideal influencers. You may do it manually or get it done with someone’s help. If you’re doing it manually then beware of scammers are a lot of influencers buy fake followers so we need to be careful of them

Third, prepare the campaign invitation and send it to them along with your requirements.

Fourth, send over the product and make sure you are protected and there is no room for any mishap.

Not only will you get more eyeballs for your brand but also it improves your online reputation that makes converting our future customers much easier. Once the influencer promotes our product, it also leaves a positive feedback on our social media handles like Facebook, google and tags us on Instagram.

The content which is produced by influencers, a brand can REUSE as many times as it wants. Simply repost it on your social media handles and keep your account active without any additional spending or investing hours in planning. Content produced by people is of the best kind and is shown to more people by Facebook and Instagram’s algorithm.

Now what happens when you lose out on influencer marketing?

Marketing is an ongoing process and no stone should be left unturned. Even if it means trying out offline and traditional marketing methods once in a while. Influencer marketing is being utilised by various brands and you’ll be missing out on a lot of attention if you don’t go for it.

Do you really want to be in business knowing that your potential customers don’t even have a slightest clue that you exist?

Your future customers are looking exactly for what you have to offer but without your consistent promotion, we might lose out on significant amount. Promotion is not a one time thing as more than 50% of people get converted as a paying customer when they are reminded of a brand again n again. Which is why we get shown ads of products we view of Amazon again and again.

So how exactly would you feel if within 3 months again you’re not able to reach your sales target and then you have to look back and think as to what could I have done differently or most of the times it’s just a habit of planning and dreaming and not really executing anything.

Break through this and get to the stage where you deserve to be.

If not now then when?

Whatever service or product a business may provide, the demand is there. Profits are there.. all a business needs is to reach to these people who are in need with the right execution of marketing strategy.

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