Eminence, your influencer strategy partner in Geneva
The term “opinion leader” refers to a personality who, through his or her expertise, reputation or social media presence, can influence the opinions and behaviors of members of his or her own network.
A thought leader is therefore a person who enjoys particular authority in a given sector or domain. Thought leaders can, through their advice or criticism, influence the opinions and consumer behaviour of their community. The concept of thought leader has existed since the creation of the media, but it has taken on a whole new dimension with the advent of Web 2.0. Now, thought leaders can express their position bluntly and converse directly with their followers.
Designing an effective influencing strategy means developing targeted communication with a qualified audience in order to improve your brand image. Our agency specialized in influencer marketing supports you in this process to help you select the right people who will make a difference for your brand. Before seeking to build a social media marketing strategy, several criteria must be taken into consideration to correctly select your future influencers: their expertise, their fame, their reputation, their media exposure or their proximity to the target community.
The second step is to approach thought leaders to invite them to collaborate with you. For example, they can try out a company product or service, share brand-specific information, link their profile to your site, or animate their community in a viral contest.
Several types of marketing influencers include:
- Social media stars
- Brand ambassador
- Professionals in your industry
How does Eminence develop your influence strategy?
- Set clear objectives Brand awareness, web traffic generation, product promotion, visibility gain. Digital goals are varied and the first step to a successful influencing strategy is to define them correctly.
- A well-defined target audienceIdentify the clientele you are looking to reach through influencers. The ‘Tone of Voice’, the lines of communication or the content will vary depending on the type of audience. It is therefore very important to know the specifics of your target audience since this will guide us in choosing your influencers. We will analyse your audiences and create buyer personas so that we can target the right followers.
- Micro-influencers rather than a social media star Influencers need to be aligned with your brand and the values you convey. Go for the most relevant, not the ones with the largest audience. To increase brand awareness in a targeted manner, it is better to increase the number of micro-influencers than to recruit a digital star. Despite the fact that micro-influencers have a much smaller follower base than social media “celebrities”, they’re audience is more loyal, receptive and engaged. They are often passionate about a particular sector that they will then promote.
- Relevant content It will be more appropriate for your brand to give freedom to influencers when it comes to content creation. Depending on the brand’s industry, they know what works and what doesn’t with their community. We can also make recommendations to make sure the message is well received by the target audience.
- An optimized influence strategy As with any marketing action, your influence strategy should be monitored and measured to optimize and reorient it when necessary. Our agency specializing in Influence Marketing, unearths the profiles of influencers suited to your sector of activity for you, assesses the contribution they can make and is responsible for piloting the strategy.
Interested in influencing marketing?
Why choose Eminence?
Collaborating with influencers is beneficial for your brand, as long as you choose them well and design the influencer strategy well. With a deep knowledge of social networks and the digital world, Eminence designs an influence strategy for you and takes charge of the entire process:
- Target audience study
- Selection and solicitation of relevant influencers
- Implementation of a tracking tool
- Assessment of influencer marketing actions for your brand
- Strategy management
Our expertise in digital marketing allows you to measure the performance of these actions and, subsequently, to recognize the influencers who generated the highest engagement rate which will make them credible ambassadors of the brand. Why not use this strategy to achieve your digital goals and optimize your digital ROI?
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*This form is exclusively intended to request for advice. To send us your CV, go to the recruitment section. For partnership requests, call us on +41 22 731 10 76.