Nous avons vu ensemble QUI sont ces influenceurs et COMMENT travailler avec eux lors d’un précédent article, aujourd’hui nous allons découvrir les 5 avantages de le faire ! Si vous n’avez pas lu le premier article, pas de panique ! Vous pourrez le retrouver ici.
Mais faire appel à ces influenceurs, est-il réellement bénéfique pour l’entreprise ? Quels intérêts a-t-elle ?! Quels avantages ?
1- Confiance de la communauté
Le public est de plus en plus méfiant des marques, des médias et des publicités. En revanche, ils peuvent s’identifier auprès des influenceurs et vivent leurs conseils comme un partage sincère de bon plans ! En clair, c’est du bouche-à-oreille moderne et viral. De plus, l’influenceur est perçu comme un expert de son domaine, il a donc un rôle de prescripteur.
2- Proximité importante avec les abonnés
Les influenceurs ressemblent à leurs abonnés, semblent accessibles. En effet, ils partagent les mêmes centres d’intérêts et sont souvent proches en âge. De plus, ils n’ont pas peur de contacter directement leurs abonnés ou de les citer dans leurs contenus. Les abonnés se sentent ainsi reconnus et privilégiés et n’hésitent pas à interagir avec eux !
3- Grande portée de notoriété
La notoriété importante de l’influenceur permet d’atteindre une très grande audience. De plus, les personnes sont engagées et ciblées. En effet, les abonnés le sont par leur propre choix, car il porte un intérêt réel à ce contenu. En plus de donner une image moderne à la marque, ce partenariat permet de s’adresser précisément à sa cible, puisque celle-ci se tourne naturellement vers les influenceurs qui lui ressemblent. En effet, il est plus intéressant pour la marque de communiquer efficacement auprès de sa cible plutôt que de s’adresser en masse à toute la population.
4- Coûts moindre et gains facilement mesurables
Souvent, ces partenariats sont des échanges de notoriété contre des produits de la marque. Quand ils sont rémunérés, le coût reste attractif compte tenu de la taille de l’audience, la qualité de ciblage et l’impact positif et immédiat. De plus, ces partenariats permettent de gagner de nouveaux clients et donc d’augmenter les ventes. Il est simple de les tracker (c’est-à-dire de connaître le parcours du client) et les analyser en mettant en place des codes promotionnels. Ainsi, on connaît les retombées précises de cette action de communication.
5- Retombées sur les réseaux sociaux et le site Internet
En plus d’augmenter la notoriété et les ventes, ces partenariats permettent de gagner des abonnés sur les pages réseaux sociaux de la marque…mais pas que ! En effet, le nombre supplémentaire de mentions du site Internet et de visites de celui-ci permet d’améliorer son référencement Google naturel et donc de le placer en première page des recherches Internet !
Vous l’aurez compris…que du bonus donc de faire appel à ces spécialistes des réseaux sociaux.
Avant de commencer une collaboration, il est important pour chaque marque, de sélectionner les bons influenceurs correspondant à leurs critères. Les critères peuvent être la taille de la communauté, la spécialisation de l’influenceur, la zone géographique, etc.
Voici quelques outils qui pourront vous aider à repérer les influenceurs selon vos critères :
N’oubliez pas de penser avant tout à la stratégie que vous souhaitez mettre en place et de définir vos objectifs avant de créer ces partenariats. Bien orientés, ces partenariats pourront représenter une vraie mine d’or pour votre marque ! 😉
Ce sujet vous intéresse ? N’hésitez pas à consulter d’autres articles sur les marques et influenceurs, ici !
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