{"id":11978,"date":"2019-04-24T06:29:15","date_gmt":"2019-04-24T06:29:15","guid":{"rendered":"https:\/\/www.marketing-faktor.de\/influencer-marketing\/"},"modified":"2025-12-17T03:53:02","modified_gmt":"2025-12-17T03:53:02","slug":"influencer-marketing","status":"publish","type":"blog_posts","link":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/","title":{"rendered":"Influencer marketing: 10 tips for successful influencer marketing"},"content":{"rendered":"<section class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]<\/p>\n<h1 style=\"text-align: center;\"><span id=\"Influencer_marketing_10_tips_for_successful_influencer_marketing\"><strong>Influencer marketing: 10 tips for successful influencer marketing<\/strong><\/span><\/h1>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;block-round-corners&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;13487&#8243; img_size=&#8221;full&#8221; css=&#8221;.vc_custom_1764329214299{padding-right: 20px !important;}&#8221;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;.vc_custom_1763230125947{padding-top: 20px !important;padding-right: 20px !important;padding-bottom: 20px !important;padding-left: 30px !important;background-color: #dff2fe !important;}&#8221;]<\/p>\n<p data-start=\"68\" data-end=\"288\">Influencer marketing offers excellent returns for those who choose to use it. A survey by Tomoson showed that companies earned an average of $6.50 for every single US dollar they invested in influencer marketing in 2016.<\/p>\n<p data-start=\"290\" data-end=\"506\">Find the right influencers for your industry. Choose between the very expensive celebrities with huge reach, macro influencers as industry leaders, and micro influencers with a small but very loyal base of followers.<\/p>\n<p data-start=\"508\" data-end=\"705\" data-is-last-node=\"\" data-is-only-node=\"\"><a class=\"wpil_keyword_link\" title=\"Influencer\" href=\"https:\/\/www.marketing-faktor.de\/krypto-influencer\/\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"2483\">Influencer<\/a> marketing is generally considered slow. It requires regular, patient work over a longer period of time to build a relationship with your potential influencers. Be patient and persistent!<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Inhaltsverzeichnis<\/p><ul class=\"toc_list\"><li><a href=\"#Influencer_marketing_10_tips_for_successful_influencer_marketing\"><span class=\"toc_number toc_depth_1\">1<\/span> Influencer marketing: 10 tips for successful influencer marketing<\/a><ul><li><a href=\"#What_is_influencer_marketing\"><span class=\"toc_number toc_depth_2\">1.1<\/span> What is influencer marketing?<\/a><\/li><li><a href=\"#Who_or_what_is_an_influencer\"><span class=\"toc_number toc_depth_2\">1.2<\/span> Who or what is an influencer?<\/a><\/li><li><a href=\"#Why_do_you_need_influencer_marketing\"><span class=\"toc_number toc_depth_2\">1.3<\/span> Why do you need influencer marketing?<\/a><\/li><li><a href=\"#1_The_Beginning_Getting_Started\"><span class=\"toc_number toc_depth_2\">1.4<\/span> 1. The Beginning \u2013 Getting Started<\/a><\/li><li><a href=\"#2_Set_Your_Goals\"><span class=\"toc_number toc_depth_2\">1.5<\/span> 2. Set Your Goals<\/a><\/li><li><a href=\"#3_Define_Your_Target_Audience\"><span class=\"toc_number toc_depth_2\">1.6<\/span> 3. Define Your Target Audience<\/a><\/li><li><a href=\"#4_Define_the_Best_Type_of_Influencer_for_Your_Brand\"><span class=\"toc_number toc_depth_2\">1.7<\/span> 4. Define the Best Type of Influencer for Your Brand<\/a><ul><li><a href=\"#Celebrity_Influencers\"><span class=\"toc_number toc_depth_3\">1.7.1<\/span> Celebrity Influencers<\/a><\/li><li><a href=\"#Macro_Influencer\"><span class=\"toc_number toc_depth_3\">1.7.2<\/span> Macro Influencer<\/a><\/li><li><a href=\"#Micro_Influencer\"><span class=\"toc_number toc_depth_3\">1.7.3<\/span> Micro Influencer<\/a><\/li><\/ul><\/li><li><a href=\"#5_How_to_Find_the_Right_Influencers\"><span class=\"toc_number toc_depth_2\">1.8<\/span> 5. How to Find the Right Influencers<\/a><\/li><li><a href=\"#6_Influencer_outreach\"><span class=\"toc_number toc_depth_2\">1.9<\/span> 6. Influencer outreach<\/a><ul><li><a href=\"#Subscribe_to_your_influencers_newsletter_and_become_a_follower\"><span class=\"toc_number toc_depth_3\">1.9.1<\/span> Subscribe to your influencer\u2019s newsletter and become a follower.<\/a><\/li><li><a href=\"#Respond_to_introductory_emails_that_influencers_send_you\"><span class=\"toc_number toc_depth_3\">1.9.2<\/span> Respond to introductory emails that influencers send you.<\/a><\/li><li><a href=\"#Share_the_influencers_posts\"><span class=\"toc_number toc_depth_3\">1.9.3<\/span> Share the influencer\u2019s posts.<\/a><\/li><li><a href=\"#Respond_to_questions_that_the_influencer_asks_their_followers\"><span class=\"toc_number toc_depth_3\">1.9.4<\/span> Respond to questions that the influencer asks their followers.<\/a><\/li><li><a href=\"#Link_to_your_influencers_posts\"><span class=\"toc_number toc_depth_3\">1.9.5<\/span> Link to your influencer\u2019s posts.<\/a><\/li><\/ul><\/li><li><a href=\"#Conclusion_and_Summary\"><span class=\"toc_number toc_depth_2\">1.10<\/span> Conclusion and Summary<\/a><\/li><li><a href=\"#More_Articles\"><span class=\"toc_number toc_depth_2\">1.11<\/span> More Articles<\/a><ul><li><ul><li><a href=\"#Bewerten_Sie_unseren_Artikel\"><span class=\"toc_number toc_depth_4\">1.11.0.1<\/span> Bewerten Sie unseren Artikel<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/div>\n[\/vc_column_text][vc_column_text]<\/p>\n<p style=\"text-align: justify;\">If you haven\u2019t heard of influencer marketing before, you might assume it is simply another form of marketing and PR work. However, influencer marketing is more than that. Today, it represents an important method for publicly presenting your products and services online. Compared to other marketing campaigns, influencer marketing also offers an excellent return. As a study by Tomoson shows, companies earned an average of $6.50 for every US dollar spent on influencer marketing in 2016.<\/p>\n<p>[\/vc_column_text][vc_column_text]\t\t\t\t\t\t<div class=\"wpsm-comptable-wrap\">\n\t\t\t\t<table id=\"wpsm-table-254\" class=\"wpsm-comptable center-table-align\">\n\t\t\t\t\t\t\t\t\t<thead class=\"wpsm-thead wpsm-thead-default\">\n\t\t\t\t\t\t<tr>\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<th><center><p><font color=white><strong>Influencer Tzp<\/th>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<th><center><p><font color=white><strong>Target audience<\/th>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<th><center><p><font color=white><strong>Expenses<\/th>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t\t\t<\/thead>\n\t\t\t\t\t<tbody class=\"wpsm-tbody\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<tr>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tCelebrity\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tMajor brands \/ Well-known companies\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tVery high\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<tr>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tMacro\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tCompanies seeking industry reach\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tModerate to high\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<tr>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tMicro\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tNew companies \/ Smaller projects\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tLow\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t\t\t\t\t\t\t\t<\/tbody>\n\t\t\t\t<\/table>\n\t\t\t<\/div>\n\t\t[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\"><span id=\"What_is_influencer_marketing\"><strong>What is influencer marketing?<\/strong><\/span><\/h2>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;5&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: justify;\">Influencer marketing is one of those rare terms where the name literally means what it describes. In the case of influencer marketing, it means that a company works with people who have influence and are therefore able to help market products and services. Influencer marketing aims to identify the most important and influential people in your industry or niche. These individuals are then approached directly with the goal of having them help you market your products.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\"><span id=\"Who_or_what_is_an_influencer\"><strong>Who or what is an influencer?<\/strong><\/span><\/h2>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 179px; top: 56px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;5&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p data-start=\"48\" data-end=\"642\">An influencer is someone who has an impact on other people\u2019s purchase decisions or is able to influence and change those decisions. An influencer can do this because they possess authority. In addition, they have extensive expertise and often hold a special position within their target audience. In many cases, there is also a special relationship with that audience. Typically, an influencer is someone who has a large number of followers in their niche and actively engages with them. How many followers an influencer has\u2014or should have\u2014depends, among other things, on the industry or niche.<\/p>\n<p data-start=\"644\" data-end=\"1182\" data-is-last-node=\"\" data-is-only-node=\"\">Influencer marketing originated from celebrity marketing. Well-known and famous personalities have been endorsing products for many years. Think of Michael Schumacher, Boris Becker, or Steffi Graf appearing in TV commercials or on the radio. Participating in such campaigns naturally involves a substantial fee for the celebrity. Online celebrity marketing is still comparable to influencer marketing today, but modern influencer marketing is much more than a star appearing on television or radio without having a real base of followers.<\/p>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 197px; top: 443.372px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][vc_single_image image=&#8221;4786&#8243; img_size=&#8221;medium&#8221; alignment=&#8221;center&#8221;][vc_column_text]<\/p>\n<p style=\"text-align: center;\"><em>SodaStream produces a home-use sparkling water maker. Until recently, the target audience was primarily families. However, after sales data showed that the product is especially popular among people without children, the company launched its \u201cJoin a Revolution\u201d influencer campaign. The campaign uses a scene from Game of Thrones and \u201cThe Mountain,\u201d a character from the series played by Haf\u00fe\u00f3r J\u00fal\u00edus Bj\u00f6rnsson.<\/em><\/p>\n<p>[\/vc_column_text][vc_column_text]<\/p>\n<p data-start=\"50\" data-end=\"540\">Each influencer has built up a reputation. They are considered experts in their niche or industry. Many even run their own blog on the respective topic, and it is not uncommon for influencers to have a YouTube channel and create their own videos. In any case, most influencers are active on social networks. They maintain well-known accounts, comment, discuss, and give advice. All influencers spend a lot of time building an extensive network with a cultivated audience around their topic.<\/p>\n<p data-start=\"542\" data-end=\"1189\" data-is-last-node=\"\" data-is-only-node=\"\">If influencers are able to see how your product or service can help their own followers, they may be willing to collaborate with you. In this case, they provide you with their good reputation, their name, as well as their experience and audience. They also help you market your project to the influencer\u2019s followers and increase its visibility. However, there is a catch: influencer marketing only works if you develop and launch a high-quality product. If your product is poor, vague, or inferior to comparable products from competitors, influencers will not be willing to support your project. And even if they do, success would not be achieved.<\/p>\n<p>[\/vc_column_text][vc_video link=&#8221;https:\/\/www.youtube.com\/watch?v=ogja5YT7Wfc&#8221; el_width=&#8221;70&#8243; align=&#8221;center&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\"><span id=\"Why_do_you_need_influencer_marketing\"><strong>Why do you need influencer marketing?<\/strong><\/span><\/h2>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 140px; top: -9.11111px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p data-start=\"50\" data-end=\"683\">When was the last time you consciously looked at a banner or an ad online? You probably can\u2019t remember. Most people today don\u2019t even notice such ads and banners. Those who do notice them are usually annoyed, install an ad blocker, and prevent ads from being displayed at all. Perhaps you have also tried social media. That has potential, as many people today spend a significant amount of time browsing various social media profiles. However, there is a major problem: who actually sees your posts and publications on social networks? Unless you have a huge network of fans with many contacts, the reach of such campaigns is limited.<\/p>\n<p data-start=\"685\" data-end=\"1169\">To make matters worse, social media platforms no longer make it as easy as they did a few years ago. Companies like Facebook want to profit from their products and encourage you to run paid advertising on their platforms. As a result, it is difficult to succeed with free organic posts. The latest changes on Facebook make this clear: the News Feed now prioritizes updates from friends and family. Fan pages and business pages have dropped in priority and now have only limited reach.<\/p>\n<p data-start=\"1171\" data-end=\"1959\" data-is-last-node=\"\" data-is-only-node=\"\">Most people have a few hundred friends on social networks. However, the reach is very broad. Friends and family make up an important part, but also colleagues, classmates, acquaintances, and so on. Some people are friends with actors, others with people who simply share the same interests, or just because they know someone who is friends with that person. Facebook in particular suggests people who are friends of your friends. From a marketing perspective, this is impractical. You essentially have no fixed target audience or clear idea of who you are actually reaching. Influencers are different: they have a carefully cultivated circle of friends with the same interests. This base can be large, and in many cases, even huge. With influencers, you know exactly what you are getting.<\/p>\n<p>[\/vc_column_text][vc_single_image image=&#8221;4788&#8243; img_size=&#8221;medium&#8221; alignment=&#8221;center&#8221;][vc_column_text]<\/p>\n<p style=\"text-align: center;\"><em>Influencer marketing is highly effective. Sony created the first Zoom on Instagram (#InstazoomZ5) to show users how impressive the smartphone\u2019s camera is. They took a high-resolution photo with the Z5 using a high zoom and divided it into hundreds of smaller shots across five layers. The company then created more than 100 Instagram accounts that were connected through tags. This made it possible to zoom in on each area of the photo and discover more than 50 surprises. Finally, Sony used 30 influencers to share the photos as part of a contest. The goal: to find the secret code.<\/em><\/p>\n<p>[\/vc_column_text][vc_column_text]<\/p>\n<p data-start=\"50\" data-end=\"435\">Imagine how many interesting and relevant people you can reach with a single influencer\u2014compared to other, more random marketing methods! Some companies are so successful at creating an online identity that they become influencers themselves. Red Bull, for example, has taken success with social networks to the extreme. For most companies, however, this remains an unattainable dream.<\/p>\n<p data-start=\"437\" data-end=\"949\">It is usually much easier to find influencers and work with their audience than to create a comparable audience yourself and actively engage with it. Influencer marketing differs from traditional advertising. One of the main differences lies in the type of relationship you need to build with an influencer. Many companies\u2014especially large corporations\u2014traditionally try to maintain a lot of control and influence over their brand and marketing. This approach is only partially effective in influencer marketing.<\/p>\n<p data-start=\"951\" data-end=\"1749\">Influencers already have prestige and established relationships before your company even comes into play. Even if you have a relatively successful and well-known brand, you cannot expect to have full control over your influencers. You may pay them well, but they are not your employees! Followers want to hear what the influencer has to say\u2014not the message your company wants to convey. They are not looking for your opportunity! This is precisely the biggest difference between traditional outbound marketing and the new inbound marketing. In inbound marketing\u2014including influencer marketing\u2014customers come to you. You cannot set conditions as was traditionally done. Companies that try to exert too much control over their influencers typically achieve disappointing results with this form of PR.<\/p>\n<p data-start=\"1751\" data-end=\"1986\" data-is-last-node=\"\" data-is-only-node=\"\">The key to successful influencer marketing is trust. And the reality is that consumers trust influencers\u2014more than they trust you or your brand! Successful influencer marketing creates a win-win situation for you and everyone involved.<\/p>\n<p>[\/vc_column_text][vc_single_image image=&#8221;4789&#8243; img_size=&#8221;808&#215;300&#8243; alignment=&#8221;center&#8221;][vc_column_text]<\/p>\n<p style=\"text-align: center;\"><em>Dunkin\u2019 Donuts and the agency Trilia wanted to raise awareness for National Donut Day. To achieve this, they partnered with the digital network and entertainment studio Collab. The goal: a national Snapchat campaign showcasing visually appealing content. At the same time, Dunkin\u2019 Donuts introduced a special offer for that day. Collab selected lifestyle creators to share both the content and the special offer on Snapchat. For the project, they chose eight successful influencers to distribute teaser content as well as the special offer. In this way, the campaign reached more than three million people\u2014a huge success!<\/em><\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\"><span id=\"1_The_Beginning_Getting_Started\"><strong>1. The Beginning \u2013 Getting Started<\/strong><\/span><\/h2>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 550px; top: 55.4444px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p data-start=\"50\" data-end=\"540\">There is no reason\u2014and it is quite pointless\u2014to choose influencer marketing just because someone told you it is currently trendy or very successful. You need to pursue a goal and purpose with your campaign! This is probably no different from other areas of a business. Ask the people responsible for any successful business about their recipe for success, and they will tell you that goals played an important, even decisive role. We will look at this topic in more detail in Chapter Two.<\/p>\n<p data-start=\"542\" data-end=\"767\">For an influencer marketing campaign to be successful, you need high-quality content of excellent standard. A simple 500-word blog post written to meet SEO criteria is very unlikely to attract the interest of an influencer.<\/p>\n<p data-start=\"769\" data-end=\"846\">For people to notice your content, it must meet the following requirements:<\/p>\n<ul data-start=\"848\" data-end=\"1025\">\n<li data-start=\"848\" data-end=\"874\">\n<p data-start=\"850\" data-end=\"874\">It must be accessible.<\/p>\n<\/li>\n<li data-start=\"875\" data-end=\"923\">\n<p data-start=\"877\" data-end=\"923\">It must encourage action and be interactive.<\/p>\n<\/li>\n<li data-start=\"924\" data-end=\"969\">\n<p data-start=\"926\" data-end=\"969\">It must be visually modern and appealing.<\/p>\n<\/li>\n<li data-start=\"970\" data-end=\"1025\">\n<p data-start=\"972\" data-end=\"1025\">You must provide your reader with real added value.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1027\" data-end=\"1075\">Here are some examples of content you can use:<\/p>\n<ul data-start=\"1077\" data-end=\"1292\">\n<li data-start=\"1077\" data-end=\"1108\">\n<p data-start=\"1079\" data-end=\"1108\">Expert reports and opinions<\/p>\n<\/li>\n<li data-start=\"1109\" data-end=\"1123\">\n<p data-start=\"1111\" data-end=\"1123\">Interviews<\/p>\n<\/li>\n<li data-start=\"1124\" data-end=\"1137\">\n<p data-start=\"1126\" data-end=\"1137\">Listicles<\/p>\n<\/li>\n<li data-start=\"1138\" data-end=\"1226\">\n<p data-start=\"1140\" data-end=\"1226\">Ask your favorite influencer for a quote and use it in an infographic or SlideShare.<\/p>\n<\/li>\n<li data-start=\"1227\" data-end=\"1292\">\n<p data-start=\"1229\" data-end=\"1292\">Ask for expert tips and publish them together in a blog post.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1294\" data-end=\"1378\">The most popular places or platforms where influencers build their reputation are:<\/p>\n<p data-start=\"1380\" data-end=\"1722\"><strong data-start=\"1380\" data-end=\"1389\">Blogs<\/strong> \u2013 Blogging influencers have often spent a long time (sometimes years) creating a successful, popular blog in a specific industry or niche. Even though many other platforms and networks are available today that influencers use, most owe their success to their blogs. You can collaborate with quality bloggers in the following ways:<\/p>\n<ul data-start=\"1724\" data-end=\"1895\">\n<li data-start=\"1724\" data-end=\"1764\">\n<p data-start=\"1726\" data-end=\"1764\">Guest posts on the influencer\u2019s blog<\/p>\n<\/li>\n<li data-start=\"1765\" data-end=\"1835\">\n<p data-start=\"1767\" data-end=\"1835\">Try to convince the influencer to mention your brand on their blog<\/p>\n<\/li>\n<li data-start=\"1836\" data-end=\"1864\">\n<p data-start=\"1838\" data-end=\"1864\">Arrange a product review<\/p>\n<\/li>\n<li data-start=\"1865\" data-end=\"1895\">\n<p data-start=\"1867\" data-end=\"1895\">Sponsoring paid blog posts<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"1897\" data-end=\"2103\"><strong data-start=\"1897\" data-end=\"1913\">Social media<\/strong> \u2013 Many influencers (even those who have high-quality blogs) are active on social networks and have a large base of followers with whom they actively engage. Your goals here could include:<\/p>\n<ul data-start=\"2105\" data-end=\"2394\">\n<li data-start=\"2105\" data-end=\"2158\">\n<p data-start=\"2107\" data-end=\"2158\">Receiving positive mentions in social media posts<\/p>\n<\/li>\n<li data-start=\"2159\" data-end=\"2208\">\n<p data-start=\"2161\" data-end=\"2208\">Retweets or shares of your social media posts<\/p>\n<\/li>\n<li data-start=\"2209\" data-end=\"2341\">\n<p data-start=\"2211\" data-end=\"2341\">Posts showing how the influencer uses your product, e.g., an unboxing or demonstration video on the influencer\u2019s YouTube channel<\/p>\n<\/li>\n<li data-start=\"2342\" data-end=\"2394\">\n<p data-start=\"2344\" data-end=\"2394\">Creative posts promoting your project or product<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2396\" data-end=\"2564\">A major and important decision you must make before starting influencer marketing is choosing a method to find the right influencers. You have three options for this:<\/p>\n<ul data-start=\"2566\" data-end=\"3025\" data-is-last-node=\"\" data-is-only-node=\"\">\n<li data-start=\"2566\" data-end=\"2718\">\n<p data-start=\"2568\" data-end=\"2718\"><strong data-start=\"2568\" data-end=\"2579\">Organic<\/strong> \u2013 You search internally for influencers and build relationships with them. This is the cheapest way, but it is also very time-consuming.<\/p>\n<\/li>\n<li data-start=\"2719\" data-end=\"2909\">\n<p data-start=\"2721\" data-end=\"2909\"><strong data-start=\"2721\" data-end=\"2734\">Platforms<\/strong> \u2013 You pay for the services of specialized online platforms to find influencers. Many of these portals have systems that make managing your influencer campaigns much easier.<\/p>\n<\/li>\n<li data-start=\"2910\" data-end=\"3025\" data-is-last-node=\"\">\n<p data-start=\"2912\" data-end=\"3025\" data-is-last-node=\"\"><strong data-start=\"2912\" data-end=\"2924\">Agencies<\/strong> \u2013 You hire an agency specialized in influencer marketing. They help you find and manage influencers.<\/p>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\"><span id=\"2_Set_Your_Goals\"><strong>2. Set Your Goals<\/strong><\/span><\/h2>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 415px; top: -9.11111px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p data-start=\"50\" data-end=\"702\">There is a well-known saying: \u201cFail to Plan and Plan to Fail.\u201d Translated, it means: \u201cIf you fail to plan, you plan to fail.\u201d This statement also applies to influencer marketing! It makes little sense to search for an influencer or start a campaign if you have not already set goals beforehand. In this context, it would be interesting to know how many of the 18% of companies that failed with influencer marketing simply forgot to define goals in advance. You need to know WHY you are choosing an influencer campaign. This directly affects the success of the campaign and, almost certainly, even influences which influencers you decide to work with.<\/p>\n<p data-start=\"704\" data-end=\"772\">Your goals for an influencer campaign could, for example, include:<\/p>\n<ul data-start=\"774\" data-end=\"1012\" data-is-last-node=\"\" data-is-only-node=\"\">\n<li data-start=\"774\" data-end=\"851\">\n<p data-start=\"776\" data-end=\"851\">Increasing the number of visitors to your website by a certain percentage<\/p>\n<\/li>\n<li data-start=\"852\" data-end=\"903\">\n<p data-start=\"854\" data-end=\"903\">Increasing the number of social media followers<\/p>\n<\/li>\n<li data-start=\"904\" data-end=\"958\">\n<p data-start=\"906\" data-end=\"958\">Improving brand visibility for the target audience<\/p>\n<\/li>\n<li data-start=\"959\" data-end=\"1012\" data-is-last-node=\"\">\n<p data-start=\"961\" data-end=\"1012\" data-is-last-node=\"\">Increasing sales by a specific percentage or amount<\/p>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_single_image image=&#8221;4790&#8243; img_size=&#8221;medium&#8221; alignment=&#8221;center&#8221;][vc_column_text]<\/p>\n<p style=\"text-align: center;\"><em>Audible is an Amazon company that offers monthly subscriptions for audiobooks and podcasts. The company\u2019s marketing team regularly collaborates with celebrities and influencers of all sizes, including micro-influencers. On Instagram, the photographer Jesse Driftwood (@jessiedriftwood) once shared how he uses Audible to learn more about business management and productivity.<\/em><\/p>\n<p>[\/vc_column_text][vc_column_text]<\/p>\n<p data-start=\"50\" data-end=\"561\">Your goals will influence the decision of which influencer you ultimately collaborate with. If your goal is quick interaction and communication with people, you will likely choose an influencer who is active on Twitter. If, on the other hand, the focus is on appearance or photos, influencers with experience and an audience on Instagram or Pinterest are more suitable. Alternatively, a blog or a technical magazine may be a better fit if your goal is in-depth specialist articles or targeting the B2B market.<\/p>\n<p data-start=\"563\" data-end=\"965\">It is important that each of your goals can be tied to a specific performance indicator. How else could you determine the success or failure of your campaign? For example, if your goal is to increase sales, you should have the current sales figures before and after the campaign. If your goal is to increase the number of newsletter subscribers, you need a clear KPI to compare and track the numbers.<\/p>\n<p data-start=\"967\" data-end=\"1474\" data-is-last-node=\"\" data-is-only-node=\"\">Additionally, it is important to approach the selection of your goals intelligently and strategically. Each goal must be specific, measurable, realistic, and achievable. It must also have a defined timeframe. A simple goal like improving product awareness is too vague\u2014you have no way to measure success. A goal such as increasing Instagram followers by 20% in March, on the other hand, is intelligent. You can determine exactly whether the influencer achieved the goal and how successful they were overall.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\"><span id=\"3_Define_Your_Target_Audience\"><strong>3. Define Your Target Audience<\/strong><\/span><\/h2>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p data-start=\"50\" data-end=\"443\">It is completely impossible to find a suitable influencer if you don\u2019t know which target audience you want to reach. You may already know your ideal customer. If that\u2019s the case, keep this person in mind when searching for the right influencer. If you have previously worked with PPC or paid Facebook ads, examine exactly which audiences you targeted and how successful those campaigns were.<\/p>\n<p data-start=\"445\" data-end=\"1232\" data-is-last-node=\"\" data-is-only-node=\"\">For an influencer to be effective, you need to work with influencers who impact your desired target audience. For example, imagine you have a huge marketing budget and could work with Justin Bieber as an influencer in your campaign. If your product is aimed at young teenage girls, Justin Bieber would likely be a perfect choice. The star has over 100 million followers on Twitter and a Klout score of 92. However, if your product deals with restoring old furniture, it is very unlikely that Justin Bieber could persuade many of his 100 million followers to be interested in your product. In this case, the influencer\u2019s audience is simply not compatible with your product. The more you can narrow down your target market and audience, the easier it will be to find a suitable influencer.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\"><span id=\"4_Define_the_Best_Type_of_Influencer_for_Your_Brand\"><strong>4. Define the Best Type of Influencer for Your Brand<\/strong><\/span><\/h2>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 474px; top: 90.4445px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: justify;\">This is where most companies make the biggest mistakes. Many firms fail to put enough effort and work into selecting the right influencers for their brand or business. A study shows that more than 67% of the companies surveyed struggle with this. They claim that finding a suitable influencer is the hardest part of the campaign. This was likely also the greatest weakness of traditional celebrity marketing. Although there were certainly some successes, most people still ask: \u201cWhat does the celebrity know about my lifestyle and taste? Celebrities live in a different world!\u201d This shows that you need to choose an influencer whose audience aligns with your target group.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span id=\"Celebrity_Influencers\"><strong>Celebrity Influencers<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: justify;\">Celebrity influence is the oldest form of influencer marketing. Companies hire (and pay) famous personalities to promote a product, brand, or project. Prominent examples include Vodafone with Mika H\u00e4kkinen or Krombacher with Michael Schumacher. Even today, some celebrity campaigns have real potential for success. However, working with celebrities often also creates problems, particularly regarding costs. Additionally, many consumers quickly become skeptical when someone advertises something they do not actually use themselves.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span id=\"Macro_Influencer\"><strong>Macro Influencer<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: justify;\">Macro influencers have a huge number of followers. People regard them as experts in their industry or niche. It is not uncommon for them to have many millions of followers on social networks. The difference between a macro influencer and a celebrity is that, unlike a celebrity, the influencer is known for being knowledgeable about the product. An expert in the field?<\/p>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 227px; top: 184.351px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span id=\"Micro_Influencer\"><strong>Micro Influencer<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p data-start=\"50\" data-end=\"523\">The majority of influencers are micro influencers. They are a smaller tier, a smaller version of the huge macro influencers. Unlike celebrities, these individuals are usually completely unknown outside their industry or niche. However, people within the scene regard them as experts. Alternatively, micro influencers can simply be specialists in a particular field or topic. In any case, they typically operate at the lower end of the scale compared to macro influencers.<\/p>\n<p data-start=\"525\" data-end=\"985\">For your influencer marketing campaign, micro influencers are often the best choice. They have a very specific audience, the necessary experience, and a good reputation within the industry. On the other hand, they are not so big that they are too busy, and the chances of being declined are lower. Unlike huge macro influencers or celebrities, micro influencers rely on income and are generally more willing to work with you (without demanding extreme sums).<\/p>\n<p data-start=\"987\" data-end=\"1480\" data-is-last-node=\"\" data-is-only-node=\"\">A typical micro influencer does not have a huge number of followers. Normally, their follower count ranges from 500 to 10,000. However, micro influencers are very active, communicate regularly with their followers, and are considered specialists and experts among them. Followers of micro influencers are often very loyal and dedicated fans. Additionally, most micro influencers have a strong interest in purchasing products themselves, which results in a significantly higher conversion rate.<\/p>\n<p>[\/vc_column_text][vc_single_image image=&#8221;4791&#8243; img_size=&#8221;medium&#8221; alignment=&#8221;center&#8221;][vc_column_text]<\/p>\n<p style=\"text-align: center;\"><em>It is not always necessary to spend a lot of money on influencer marketing. The manufacturer of hygiene products, Tom\u2019s of Maine, specializes in products made entirely from natural ingredients. The company wanted to increase awareness of its products among health-conscious people by encouraging them to try the products and then share their experiences on social media. For this purpose, Tom\u2019s relied on micro influencers. These influencers motivated their followers to create and share their own posts. In this way, the company achieved a snowball effect, reaching 4.4 million potential customers within the first three months of the campaign.<\/em><\/p>\n<p>[\/vc_column_text][vc_column_text]\t\t\t\t\t\t<div class=\"wpsm-comptable-wrap\">\n\t\t\t\t<table id=\"wpsm-table-255\" class=\"wpsm-comptable center-table-align\">\n\t\t\t\t\t\t\t\t\t<thead class=\"wpsm-thead wpsm-thead-red\">\n\t\t\t\t\t\t<tr>\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<th><center><p><font color=white><strong>Strategy<\/th>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<th><center><p><font color=white><strong>Channel<\/th>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<th><center><p><font color=white><strong>Expenses<\/th>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t\t\t<\/thead>\n\t\t\t\t\t<tbody class=\"wpsm-tbody\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<tr>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tGet started \u2013 the beginning\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>Blogs\r\n<li>Social media\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>Low\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<tr>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tPlanning\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>Set goals\r\n<li>Determine the target audience\r\n<li>Define the influencer type\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>Low\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<tr>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tOutreach\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>Direct\r\n<li>Social media\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<td>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>High\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/td>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/tr>\n\t\t\t\t\t\t\t\t\t\t<\/tbody>\n\t\t\t\t<\/table>\n\t\t\t<\/div>\n\t\t[\/vc_column_text][vc_video link=&#8221;https:\/\/www.youtube.com\/watch?v=Pl2Tr5i41rQ&#8221; el_width=&#8221;70&#8243; align=&#8221;center&#8221;][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\"><span id=\"5_How_to_Find_the_Right_Influencers\"><strong>5. How to Find the Right Influencers<\/strong><\/span><\/h2>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p data-start=\"50\" data-end=\"372\">You probably know the names of all the prominent figures in your industry or field. In most cases, however, these individuals are more likely macro influencers rather than true celebrities. The first step on the path to your influencer campaign should be to identify which influential people you should actually contact.<\/p>\n<p data-start=\"374\" data-end=\"825\">A good starting point is to search Google for articles in your industry or niche. Look at the first few pages that appear at the top of the search results. Is there a particular name that appears regularly? While you\u2019re at it, you should also check the most well-known blog results and see which authors appear consistently. It is also worth looking for references to other blogs or guest articles\u2014perhaps even specific guidelines for guest writers.<\/p>\n<p data-start=\"827\" data-end=\"1306\" data-is-last-node=\"\" data-is-only-node=\"\">On the other hand, you should ignore very general sites that cover many products or industries at once. Very large websites like Wikipedia can also usually be ignored. Once you\u2019ve completed this first step, you can use tools like BuzzSumo to find key influencers in your niche or industry. This will give you an initial point of reference. Some examples of such tools are listed at the end of the article. Another alternative is to search using relevant hashtags on social media.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\"><span id=\"6_Influencer_outreach\"><strong>6. Influencer outreach<\/strong><\/span><\/h2>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: justify;\">Once you have created a list of potential influencers for your brand, the influencer outreach process begins\u2014the initial contact and inquiry. This requires several important steps to establish contact and build a relationship.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span id=\"Subscribe_to_your_influencers_newsletter_and_become_a_follower\"><strong>Subscribe to your influencer\u2019s newsletter and become a follower.<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: justify;\">All crowdfunding platforms have their own fees and costs associated with the respective provider. Kickstarter and Indiegogo are the best-known of these websites. Reward crowdfunding, where backers are rewarded for their support, is the most well-known form of <a class=\"wpil_keyword_link\" title=\"fundraising\" href=\"https:\/\/www.marketing-faktor.de\/ico-fundraising\/\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"2484\">fundraising<\/a>. Such platforms do not charge backers any fees. On the contrary\u2014they even receive something in return for their support. To cover costs and generate the necessary revenue, platforms like Kickstarter charge fees that the project creator must pay. These are usually due at the end of the campaign and consist of general fees, payment processing fees, and, if applicable, additional costs. Let\u2019s take a closer look at the costs and fees charged by the different providers.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span id=\"Respond_to_introductory_emails_that_influencers_send_you\"><strong>Respond to introductory emails that influencers send you.<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: justify;\">When you subscribe to a newsletter or follow a blog, you often receive an introductory email. You should respond to such messages, introduce yourself, and, if appropriate, ask a question. It is possible that your email will be ignored, as such messages are often sent automatically. However, there is also a chance that someone will notice you\u2014and, more importantly, what you wrote. In this case, you make your name visible to the influencer. You become someone who stands out from the crowd.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span id=\"Share_the_influencers_posts\"><strong>Share the influencer\u2019s posts.<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: justify;\">For the next few months (this process can take up to six months or longer), you should share and like the influencer\u2019s posts. When you share a post, don\u2019t forget to tag the influencer (@influencer). This way, they will receive a notification that you have shared their post!<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span id=\"Respond_to_questions_that_the_influencer_asks_their_followers\"><strong>Respond to questions that the influencer asks their followers.<\/strong><\/span><\/h3>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: justify;\">It is not uncommon for an influencer to communicate with their community and ask questions. When you see such questions, make sure to respond immediately.<\/p>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 259px; top: 100.34px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h3 style=\"text-align: center;\"><span id=\"Link_to_your_influencers_posts\"><strong>Link to your influencer\u2019s posts.<\/strong><\/span><\/h3>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 142px; top: 49.0035px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;2&#8243; el_width=&#8221;10&#8243;][vc_column_text]<\/p>\n<p data-start=\"50\" data-end=\"421\">You should be especially careful with this at the beginning\u2014unless the influencer posts something so interesting that you believe your own followers would benefit from it. In general, you should only take this step once the relationship between you and the influencer has progressed to the point where they have reached out to you or at least acknowledge your presence.<\/p>\n<p data-start=\"423\" data-end=\"1028\">Your goal should be to create a natural link that benefits your influencer. For example, you could write a blog post on a topic similar to that of your influencer and then include a link to the relevant influencer post. Once you have published the article with the link, email the influencer to inform them about the publication. Tell them which article you linked and how it fits into your content. Important: Do not ask for anything in return! If appropriate, you can also mention the influencer in social media posts (@mention) to promote your article and notify them that you have linked their post.<\/p>\n<p data-start=\"1030\" data-end=\"1095\">Whenever you contact an influencer, keep the following in mind:<\/p>\n<ul data-start=\"1097\" data-end=\"1815\" data-is-last-node=\"\" data-is-only-node=\"\">\n<li data-start=\"1097\" data-end=\"1283\">\n<p data-start=\"1099\" data-end=\"1283\"><strong data-start=\"1099\" data-end=\"1124\">Explain the benefits:<\/strong> Influencers are no different from other marketing channels. You must be able to clearly explain the benefits of your product or service and the cooperation.<\/p>\n<\/li>\n<li data-start=\"1284\" data-end=\"1542\">\n<p data-start=\"1286\" data-end=\"1542\"><strong data-start=\"1286\" data-end=\"1302\">Be specific:<\/strong> Influencers do not want extra work. If you want the influencer to help you, you need to be specific. For example, if you want them to publish a guest post, you must provide details about the topic, when it should be completed, and so on.<\/p>\n<\/li>\n<li data-start=\"1543\" data-end=\"1815\" data-is-last-node=\"\">\n<p data-start=\"1545\" data-end=\"1815\" data-is-last-node=\"\"><strong data-start=\"1545\" data-end=\"1563\">Set deadlines:<\/strong> Without a deadline, the influencer will likely set your project aside and forget about it. It is much better to create a sense of urgency. If the influencer believes your proposal is beneficial to them, they will readily agree to a realistic deadline.<\/p>\n<\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\" data-pm-slice=\"0 0 []\"><span id=\"Conclusion_and_Summary\"><strong>Conclusion and Summary<\/strong><\/span><\/h2>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 257px; top: 56px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;5&#8243; el_width=&#8221;10&#8243;][vc_message icon_fontawesome=&#8221;&#8221;]<\/p>\n<p style=\"text-align: justify;\">Crowdfunding offers a very powerful way to obtain the funds needed for a project or product. At the same time, you build a network of customers, prospects, bloggers, and media who are interested in your project. However, fundraising is only the beginning of the campaign and represents just a small part of the bigger picture. You also need to market your project and\u2014if the campaign is successful\u2014you must produce and ship the product. This can be quite an expensive undertaking! Add to this the fees and costs of platforms, service providers, agencies, and payment processors, and it quickly becomes clear what to expect from crowdfunding and how important a sufficient budget is.<\/p>\n<p>[\/vc_message]<div class=\"customblock_display_il\"><a href=\"https:\/\/www.marketing-faktor.de\/en\/application\/\"><img src=\"https:\/\/www.marketing-faktor.de\/wp-content\/uploads\/2020\/06\/Group-1000002123-1.png\"><\/a><\/div>[\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<h2 style=\"text-align: center;\"><span id=\"More_Articles\"><strong>More Articles<\/strong><\/span><\/h2>\n<div id=\"gtx-trans\" style=\"position: absolute; left: 127px; top: 56px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>\n<p>[\/vc_column_text][vc_separator color=&#8221;juicy_pink&#8221; border_width=&#8221;5&#8243; el_width=&#8221;20&#8243;]<div class=\"blog-preview row\"><div class=\"item\" itemtype=\"http:\/\/schema.org\/Blog\"><div class=\"item-sd-container\"><div class=\"photo\"><a itemprop=\"url\" href=\"https:\/\/www.marketing-faktor.de\/kickstarter-kampagne\/\"><img itemprop=\"image\" src=\"https:\/\/www.marketing-faktor.de\/wp-content\/uploads\/2019\/08\/Kickstarter-Kampagne-erstellen-10-Tipps-fuer-die-erfolgreiche-Umsetzung-einer-Kickstarter-Kampagne-bild.png\"><\/a><\/div><div class=\"content\"><a itemprop=\"url\" href=\"https:\/\/www.marketing-faktor.de\/kickstarter-kampagne\/\"><div class=\"title\">Kickstarter Kampagne erstellen: 10 Tipps f\u00fcr die e...<\/div><\/a><\/div><\/div><\/div><div class=\"item\" itemtype=\"http:\/\/schema.org\/Blog\"><div class=\"item-sd-container\"><div class=\"photo\"><a itemprop=\"url\" href=\"https:\/\/www.marketing-faktor.de\/crowdfunding-kosten\/\"><img itemprop=\"image\" src=\"https:\/\/www.marketing-faktor.de\/wp-content\/uploads\/2019\/04\/Crowdfunding-Kosten-Wieviel-kostet-die-Erstellung-einer-professionellen-Crowdfunding-Kampagne-bild.png\"><\/a><\/div><div class=\"content\"><a itemprop=\"url\" href=\"https:\/\/www.marketing-faktor.de\/crowdfunding-kosten\/\"><div class=\"title\">Crowdfunding Kosten: Wieviel kostet die Erstellung...<\/div><\/a><\/div><\/div><\/div><div class=\"item\" itemtype=\"http:\/\/schema.org\/Blog\"><div class=\"item-sd-container\"><div class=\"photo\"><a itemprop=\"url\" href=\"https:\/\/www.marketing-faktor.de\/crowdfunding-beispiele\/\"><img itemprop=\"image\" src=\"https:\/\/www.marketing-faktor.de\/wp-content\/uploads\/2019\/04\/Crowdfunding-Beispiele-Uebersicht-der-10-erfolgreichsten-Crowdfunding-Projekte-bild.png\"><\/a><\/div><div class=\"content\"><a itemprop=\"url\" href=\"https:\/\/www.marketing-faktor.de\/crowdfunding-beispiele\/\"><div class=\"title\">Crowdfunding Beispiele: \u00dcbersicht der 10 erfolgrei...<\/div><\/a><\/div><\/div><\/div><\/div>[vc_column_text el_class=&#8221;block-round-corners&#8221;]<\/p>\n<ul>\n<li style=\"font-weight: 400; text-align: justify;\"><div class=\"rating-form  mr-shortcode\">\t<form id=\"rating-form-4715-1\" action=\"#\">\t\t<h4><span id=\"Bewerten_Sie_unseren_Artikel\">Bewerten Sie unseren Artikel<\/span><\/h4><div class=\"rating-item mr \" >\t<label class=\"description\" for=\"rating-item-1-1\">Sample rating item<\/label>\t\t\t\t<span class=\"mr-star-rating mr-star-rating-select\">\t\t<i title=\"1\" id=\"index-1-rating-item-1-1\" class=\"dashicons dashicons-star-empty mr-star-empty index-1-rating-item-1-1\"><\/i>\t\t\t\t<i title=\"2\" id=\"index-2-rating-item-1-1\" class=\"dashicons dashicons-star-empty mr-star-empty index-2-rating-item-1-1\"><\/i>\t\t\t\t<i title=\"3\" id=\"index-3-rating-item-1-1\" class=\"dashicons dashicons-star-empty mr-star-empty index-3-rating-item-1-1\"><\/i>\t\t\t\t<i title=\"4\" id=\"index-4-rating-item-1-1\" class=\"dashicons dashicons-star-empty mr-star-empty index-4-rating-item-1-1\"><\/i>\t\t\t\t<i title=\"5\" id=\"index-5-rating-item-1-1\" class=\"dashicons dashicons-star-empty mr-star-empty 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\/>\t\t\t\t\t<\/form><\/div><\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"author":1,"featured_media":13802,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"rating_form_position":"","rating_results_position":"","mr_structured_data_type":""},"categories":[956],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.14 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u2b50 10 tips for successful influencer marketing \u2b50<\/title>\n<meta name=\"description\" content=\"Would you like to use influencers for your marketing? 10 tips for successful influencer marketing: \u2713Celebrity \u2713Influencer \u2713Marketing -&gt; MORE!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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marketing: 10 tips for successful influencer marketing\",\"image\":{\"@type\":\"ImageObject\",\"url\":\"https:\/\/www.marketing-faktor.de\/wp-content\/uploads\/2019\/04\/Spiele-Marketing-10-Tipps-fuer-eine-erfolgreiche-Spiele-Marketing-Strategie-bild-1024x576.png\",\"height\":576,\"width\":1024},\"step\":{\"@type\":\"HowToStep\",\"url\":\"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/\",\"name\":\"Influencer marketing: 10 tips for successful influencer marketing\",\"text\":\"\\r\\nInfluencer marketing: 10 tips for successful influencer marketing\\r\\n[vc_column width=\\\"1\/2\\\"][vc_column width=\\\"1\/2\\\"]\\r\\nInfluencer marketing offers excellent returns for those who choose to use it. A survey by Tomoson showed that companies earned an average of $6.50 for every single US dollar they invested in influencer marketing in 2016.\\r\\nFind the right influencers for your industry. Choose between the very expensive celebrities with huge reach, macro influencers as industry leaders, and micro influencers with a small but very loyal base of followers.\\r\\nInfluencer marketing is generally considered slow. It requires regular, patient work over a longer period of time to build a relationship with your potential influencers. Be patient and persistent!\\r\\n\\r\\nIf you haven\u2019t heard of influencer marketing before, you might assume it is simply another form of marketing and PR work. However, influencer marketing is more than that. Today, it represents an important method for publicly presenting your products and services online. Compared to other marketing campaigns, influencer marketing also offers an excellent return. As a study by Tomoson shows, companies earned an average of $6.50 for every US dollar spent on influencer marketing in 2016.\\r\\n\\r\\nWhat is influencer marketing?\\r\\n\\r\\nInfluencer marketing is one of those rare terms where the name literally means what it describes. In the case of influencer marketing, it means that a company works with people who have influence and are therefore able to help market products and services. Influencer marketing aims to identify the most important and influential people in your industry or niche. These individuals are then approached directly with the goal of having them help you market your products.\\r\\n\\r\\nWho or what is an influencer?\\r\\n\\r\\n\\r\\n\\r\\n\\r\\nAn influencer is someone who has an impact on other people\u2019s purchase decisions or is able to influence and change those decisions. An influencer can do this because they possess authority. In addition, they have extensive expertise and often hold a special position within their target audience. In many cases, there is also a special relationship with that audience. Typically, an influencer is someone who has a large number of followers in their niche and actively engages with them. How many followers an influencer has\u2014or should have\u2014depends, among other things, on the industry or niche.\\r\\nInfluencer marketing originated from celebrity marketing. Well-known and famous personalities have been endorsing products for many years. Think of Michael Schumacher, Boris Becker, or Steffi Graf appearing in TV commercials or on the radio. Participating in such campaigns naturally involves a substantial fee for the celebrity. Online celebrity marketing is still comparable to influencer marketing today, but modern influencer marketing is much more than a star appearing on television or radio without having a real base of followers.\\r\\n\\r\\n\\r\\n\\r\\n\\r\\n\\r\\nSodaStream produces a home-use sparkling water maker. Until recently, the target audience was primarily families. However, after sales data showed that the product is especially popular among people without children, the company launched its \u201cJoin a Revolution\u201d influencer campaign. The campaign uses a scene from Game of Thrones and \u201cThe Mountain,\u201d a character from the series played by Haf\u00fe\u00f3r J\u00fal\u00edus Bj\u00f6rnsson.\\r\\n\\r\\nEach influencer has built up a reputation. They are considered experts in their niche or industry. Many even run their own blog on the respective topic, and it is not uncommon for influencers to have a YouTube channel and create their own videos. In any case, most influencers are active on social networks. They maintain well-known accounts, comment, discuss, and give advice. All influencers spend a lot of time building an extensive network with a cultivated audience around their topic.\\r\\nIf influencers are able to see how your product or service can help their own followers, they may be willing to collaborate with you. In this case, they provide you with their good reputation, their name, as well as their experience and audience. They also help you market your project to the influencer\u2019s followers and increase its visibility. However, there is a catch: influencer marketing only works if you develop and launch a high-quality product. If your product is poor, vague, or inferior to comparable products from competitors, influencers will not be willing to support your project. And even if they do, success would not be achieved.\\r\\n[vc_video link=\\\"https:\/\/www.youtube.com\/watch?v=ogja5YT7Wfc\\\" el_width=\\\"70\\\" align=\\\"center\\\"]\\r\\nWhy do you need influencer marketing?\\r\\n\\r\\n\\r\\n\\r\\n\\r\\nWhen was the last time you consciously looked at a banner or an ad online? You probably can\u2019t remember. Most people today don\u2019t even notice such ads and banners. Those who do notice them are usually annoyed, install an ad blocker, and prevent ads from being displayed at all. Perhaps you have also tried social media. That has potential, as many people today spend a significant amount of time browsing various social media profiles. However, there is a major problem: who actually sees your posts and publications on social networks? Unless you have a huge network of fans with many contacts, the reach of such campaigns is limited.\\r\\nTo make matters worse, social media platforms no longer make it as easy as they did a few years ago. Companies like Facebook want to profit from their products and encourage you to run paid advertising on their platforms. As a result, it is difficult to succeed with free organic posts. The latest changes on Facebook make this clear: the News Feed now prioritizes updates from friends and family. Fan pages and business pages have dropped in priority and now have only limited reach.\\r\\nMost people have a few hundred friends on social networks. However, the reach is very broad. Friends and family make up an important part, but also colleagues, classmates, acquaintances, and so on. Some people are friends with actors, others with people who simply share the same interests, or just because they know someone who is friends with that person. Facebook in particular suggests people who are friends of your friends. From a marketing perspective, this is impractical. You essentially have no fixed target audience or clear idea of who you are actually reaching. Influencers are different: they have a carefully cultivated circle of friends with the same interests. This base can be large, and in many cases, even huge. With influencers, you know exactly what you are getting.\\r\\n\\r\\nInfluencer marketing is highly effective. Sony created the first Zoom on Instagram (#InstazoomZ5) to show users how impressive the smartphone\u2019s camera is. They took a high-resolution photo with the Z5 using a high zoom and divided it into hundreds of smaller shots across five layers. The company then created more than 100 Instagram accounts that were connected through tags. This made it possible to zoom in on each area of the photo and discover more than 50 surprises. Finally, Sony used 30 influencers to share the photos as part of a contest. The goal: to find the secret code.\\r\\n\\r\\nImagine how many interesting and relevant people you can reach with a single influencer\u2014compared to other, more random marketing methods! Some companies are so successful at creating an online identity that they become influencers themselves. Red Bull, for example, has taken success with social networks to the extreme. For most companies, however, this remains an unattainable dream.\\r\\nIt is usually much easier to find influencers and work with their audience than to create a comparable audience yourself and actively engage with it. Influencer marketing differs from traditional advertising. One of the main differences lies in the type of relationship you need to build with an influencer. Many companies\u2014especially large corporations\u2014traditionally try to maintain a lot of control and influence over their brand and marketing. This approach is only partially effective in influencer marketing.\\r\\nInfluencers already have prestige and established relationships before your company even comes into play. Even if you have a relatively successful and well-known brand, you cannot expect to have full control over your influencers. You may pay them well, but they are not your employees! Followers want to hear what the influencer has to say\u2014not the message your company wants to convey. They are not looking for your opportunity! This is precisely the biggest difference between traditional outbound marketing and the new inbound marketing. In inbound marketing\u2014including influencer marketing\u2014customers come to you. You cannot set conditions as was traditionally done. Companies that try to exert too much control over their influencers typically achieve disappointing results with this form of PR.\\r\\nThe key to successful influencer marketing is trust. And the reality is that consumers trust influencers\u2014more than they trust you or your brand! Successful influencer marketing creates a win-win situation for you and everyone involved.\\r\\n\\r\\nDunkin\u2019 Donuts and the agency Trilia wanted to raise awareness for National Donut Day. To achieve this, they partnered with the digital network and entertainment studio Collab. The goal: a national Snapchat campaign showcasing visually appealing content. At the same time, Dunkin\u2019 Donuts introduced a special offer for that day. Collab selected lifestyle creators to share both the content and the special offer on Snapchat. For the project, they chose eight successful influencers to distribute teaser content as well as the special offer. In this way, the campaign reached more than three million people\u2014a huge success!\\r\\n\\r\\n1. The Beginning \u2013 Getting Started\\r\\n\\r\\n\\r\\n\\r\\n\\r\\nThere is no reason\u2014and it is quite pointless\u2014to choose influencer marketing just because someone told you it is currently trendy or very successful. You need to pursue a goal and purpose with your campaign! This is probably no different from other areas of a business. Ask the people responsible for any successful business about their recipe for success, and they will tell you that goals played an important, even decisive role. We will look at this topic in more detail in Chapter Two.\\r\\nFor an influencer marketing campaign to be successful, you need high-quality content of excellent standard. A simple 500-word blog post written to meet SEO criteria is very unlikely to attract the interest of an influencer.\\r\\nFor people to notice your content, it must meet the following requirements:\\r\\n\\r\\n\\r\\n \\t\\r\\nIt must be accessible.\\r\\n\\r\\n \\t\\r\\nIt must encourage action and be interactive.\\r\\n\\r\\n \\t\\r\\nIt must be visually modern and appealing.\\r\\n\\r\\n \\t\\r\\nYou must provide your reader with real added value.\\r\\n\\r\\n\\r\\nHere are some examples of content you can use:\\r\\n\\r\\n\\r\\n \\t\\r\\nExpert reports and opinions\\r\\n\\r\\n \\t\\r\\nInterviews\\r\\n\\r\\n \\t\\r\\nListicles\\r\\n\\r\\n \\t\\r\\nAsk your favorite influencer for a quote and use it in an infographic or SlideShare.\\r\\n\\r\\n \\t\\r\\nAsk for expert tips and publish them together in a blog post.\\r\\n\\r\\n\\r\\nThe most popular places or platforms where influencers build their reputation are:\\r\\nBlogs \u2013 Blogging influencers have often spent a long time (sometimes years) creating a successful, popular blog in a specific industry or niche. Even though many other platforms and networks are available today that influencers use, most owe their success to their blogs. You can collaborate with quality bloggers in the following ways:\\r\\n\\r\\n\\r\\n \\t\\r\\nGuest posts on the influencer\u2019s blog\\r\\n\\r\\n \\t\\r\\nTry to convince the influencer to mention your brand on their blog\\r\\n\\r\\n \\t\\r\\nArrange a product review\\r\\n\\r\\n \\t\\r\\nSponsoring paid blog posts\\r\\n\\r\\n\\r\\nSocial media \u2013 Many influencers (even those who have high-quality blogs) are active on social networks and have a large base of followers with whom they actively engage. Your goals here could include:\\r\\n\\r\\n\\r\\n \\t\\r\\nReceiving positive mentions in social media posts\\r\\n\\r\\n \\t\\r\\nRetweets or shares of your social media posts\\r\\n\\r\\n \\t\\r\\nPosts showing how the influencer uses your product, e.g., an unboxing or demonstration video on the influencer\u2019s YouTube channel\\r\\n\\r\\n \\t\\r\\nCreative posts promoting your project or product\\r\\n\\r\\n\\r\\nA major and important decision you must make before starting influencer marketing is choosing a method to find the right influencers. You have three options for this:\\r\\n\\r\\n\\r\\n \\t\\r\\nOrganic \u2013 You search internally for influencers and build relationships with them. This is the cheapest way, but it is also very time-consuming.\\r\\n\\r\\n \\t\\r\\nPlatforms \u2013 You pay for the services of specialized online platforms to find influencers. Many of these portals have systems that make managing your influencer campaigns much easier.\\r\\n\\r\\n \\t\\r\\nAgencies \u2013 You hire an agency specialized in influencer marketing. They help you find and manage influencers.\\r\\n\\r\\n\\r\\n\\r\\n2. Set Your Goals\\r\\n\\r\\n\\r\\n\\r\\n\\r\\nThere is a well-known saying: \u201cFail to Plan and Plan to Fail.\u201d Translated, it means: \u201cIf you fail to plan, you plan to fail.\u201d This statement also applies to influencer marketing! It makes little sense to search for an influencer or start a campaign if you have not already set goals beforehand. In this context, it would be interesting to know how many of the 18% of companies that failed with influencer marketing simply forgot to define goals in advance. You need to know WHY you are choosing an influencer campaign. This directly affects the success of the campaign and, almost certainly, even influences which influencers you decide to work with.\\r\\nYour goals for an influencer campaign could, for example, include:\\r\\n\\r\\n\\r\\n \\t\\r\\nIncreasing the number of visitors to your website by a certain percentage\\r\\n\\r\\n \\t\\r\\nIncreasing the number of social media followers\\r\\n\\r\\n \\t\\r\\nImproving brand visibility for the target audience\\r\\n\\r\\n \\t\\r\\nIncreasing sales by a specific percentage or amount\\r\\n\\r\\n\\r\\n\\r\\nAudible is an Amazon company that offers monthly subscriptions for audiobooks and podcasts. The company\u2019s marketing team regularly collaborates with celebrities and influencers of all sizes, including micro-influencers. On Instagram, the photographer Jesse Driftwood (@jessiedriftwood) once shared how he uses Audible to learn more about business management and productivity.\\r\\n\\r\\nYour goals will influence the decision of which influencer you ultimately collaborate with. If your goal is quick interaction and communication with people, you will likely choose an influencer who is active on Twitter. If, on the other hand, the focus is on appearance or photos, influencers with experience and an audience on Instagram or Pinterest are more suitable. Alternatively, a blog or a technical magazine may be a better fit if your goal is in-depth specialist articles or targeting the B2B market.\\r\\nIt is important that each of your goals can be tied to a specific performance indicator. How else could you determine the success or failure of your campaign? For example, if your goal is to increase sales, you should have the current sales figures before and after the campaign. If your goal is to increase the number of newsletter subscribers, you need a clear KPI to compare and track the numbers.\\r\\nAdditionally, it is important to approach the selection of your goals intelligently and strategically. Each goal must be specific, measurable, realistic, and achievable. It must also have a defined timeframe. A simple goal like improving product awareness is too vague\u2014you have no way to measure success. A goal such as increasing Instagram followers by 20% in March, on the other hand, is intelligent. You can determine exactly whether the influencer achieved the goal and how successful they were overall.\\r\\n\\r\\n3. Define Your Target Audience\\r\\n\\r\\nIt is completely impossible to find a suitable influencer if you don\u2019t know which target audience you want to reach. You may already know your ideal customer. If that\u2019s the case, keep this person in mind when searching for the right influencer. If you have previously worked with PPC or paid Facebook ads, examine exactly which audiences you targeted and how successful those campaigns were.\\r\\nFor an influencer to be effective, you need to work with influencers who impact your desired target audience. For example, imagine you have a huge marketing budget and could work with Justin Bieber as an influencer in your campaign. If your product is aimed at young teenage girls, Justin Bieber would likely be a perfect choice. The star has over 100 million followers on Twitter and a Klout score of 92. However, if your product deals with restoring old furniture, it is very unlikely that Justin Bieber could persuade many of his 100 million followers to be interested in your product. In this case, the influencer\u2019s audience is simply not compatible with your product. The more you can narrow down your target market and audience, the easier it will be to find a suitable influencer.\\r\\n\\r\\n4. Define the Best Type of Influencer for Your Brand\\r\\n\\r\\n\\r\\n\\r\\n\\r\\nThis is where most companies make the biggest mistakes. Many firms fail to put enough effort and work into selecting the right influencers for their brand or business. A study shows that more than 67% of the companies surveyed struggle with this. They claim that finding a suitable influencer is the hardest part of the campaign. This was likely also the greatest weakness of traditional celebrity marketing. Although there were certainly some successes, most people still ask: \u201cWhat does the celebrity know about my lifestyle and taste? Celebrities live in a different world!\u201d This shows that you need to choose an influencer whose audience aligns with your target group.\\r\\n\\r\\nCelebrity Influencers\\r\\n\\r\\nCelebrity influence is the oldest form of influencer marketing. Companies hire (and pay) famous personalities to promote a product, brand, or project. Prominent examples include Vodafone with Mika H\u00e4kkinen or Krombacher with Michael Schumacher. Even today, some celebrity campaigns have real potential for success. However, working with celebrities often also creates problems, particularly regarding costs. Additionally, many consumers quickly become skeptical when someone advertises something they do not actually use themselves.\\r\\n\\r\\nMacro Influencer\\r\\n\\r\\nMacro influencers have a huge number of followers. People regard them as experts in their industry or niche. It is not uncommon for them to have many millions of followers on social networks. The difference between a macro influencer and a celebrity is that, unlike a celebrity, the influencer is known for being knowledgeable about the product. An expert in the field?\\r\\n\\r\\n\\r\\n\\r\\n\\r\\n\\r\\nMicro Influencer\\r\\n\\r\\nThe majority of influencers are micro influencers. They are a smaller tier, a smaller version of the huge macro influencers. Unlike celebrities, these individuals are usually completely unknown outside their industry or niche. However, people within the scene regard them as experts. Alternatively, micro influencers can simply be specialists in a particular field or topic. In any case, they typically operate at the lower end of the scale compared to macro influencers.\\r\\nFor your influencer marketing campaign, micro influencers are often the best choice. They have a very specific audience, the necessary experience, and a good reputation within the industry. On the other hand, they are not so big that they are too busy, and the chances of being declined are lower. Unlike huge macro influencers or celebrities, micro influencers rely on income and are generally more willing to work with you (without demanding extreme sums).\\r\\nA typical micro influencer does not have a huge number of followers. Normally, their follower count ranges from 500 to 10,000. However, micro influencers are very active, communicate regularly with their followers, and are considered specialists and experts among them. Followers of micro influencers are often very loyal and dedicated fans. Additionally, most micro influencers have a strong interest in purchasing products themselves, which results in a significantly higher conversion rate.\\r\\n\\r\\nIt is not always necessary to spend a lot of money on influencer marketing. The manufacturer of hygiene products, Tom\u2019s of Maine, specializes in products made entirely from natural ingredients. The company wanted to increase awareness of its products among health-conscious people by encouraging them to try the products and then share their experiences on social media. For this purpose, Tom\u2019s relied on micro influencers. These influencers motivated their followers to create and share their own posts. In this way, the company achieved a snowball effect, reaching 4.4 million potential customers within the first three months of the campaign.\\r\\n[vc_video link=\\\"https:\/\/www.youtube.com\/watch?v=Pl2Tr5i41rQ\\\" el_width=\\\"70\\\" align=\\\"center\\\"]\\r\\n5. How to Find the Right Influencers\\r\\n\\r\\nYou probably know the names of all the prominent figures in your industry or field. In most cases, however, these individuals are more likely macro influencers rather than true celebrities. The first step on the path to your influencer campaign should be to identify which influential people you should actually contact.\\r\\nA good starting point is to search Google for articles in your industry or niche. Look at the first few pages that appear at the top of the search results. Is there a particular name that appears regularly? While you\u2019re at it, you should also check the most well-known blog results and see which authors appear consistently. It is also worth looking for references to other blogs or guest articles\u2014perhaps even specific guidelines for guest writers.\\r\\nOn the other hand, you should ignore very general sites that cover many products or industries at once. Very large websites like Wikipedia can also usually be ignored. Once you\u2019ve completed this first step, you can use tools like BuzzSumo to find key influencers in your niche or industry. This will give you an initial point of reference. Some examples of such tools are listed at the end of the article. Another alternative is to search using relevant hashtags on social media.\\r\\n\\r\\n6. Influencer outreach\\r\\n\\r\\nOnce you have created a list of potential influencers for your brand, the influencer outreach process begins\u2014the initial contact and inquiry. This requires several important steps to establish contact and build a relationship.\\r\\n\\r\\nSubscribe to your influencer\u2019s newsletter and become a follower.\\r\\n\\r\\nAll crowdfunding platforms have their own fees and costs associated with the respective provider. Kickstarter and Indiegogo are the best-known of these websites. Reward crowdfunding, where backers are rewarded for their support, is the most well-known form of fundraising. Such platforms do not charge backers any fees. On the contrary\u2014they even receive something in return for their support. To cover costs and generate the necessary revenue, platforms like Kickstarter charge fees that the project creator must pay. These are usually due at the end of the campaign and consist of general fees, payment processing fees, and, if applicable, additional costs. Let\u2019s take a closer look at the costs and fees charged by the different providers.\\r\\n\\r\\nRespond to introductory emails that influencers send you.\\r\\n\\r\\nWhen you subscribe to a newsletter or follow a blog, you often receive an introductory email. You should respond to such messages, introduce yourself, and, if appropriate, ask a question. It is possible that your email will be ignored, as such messages are often sent automatically. However, there is also a chance that someone will notice you\u2014and, more importantly, what you wrote. In this case, you make your name visible to the influencer. You become someone who stands out from the crowd.\\r\\n\\r\\nShare the influencer\u2019s posts.\\r\\n\\r\\nFor the next few months (this process can take up to six months or longer), you should share and like the influencer\u2019s posts. When you share a post, don\u2019t forget to tag the influencer (@influencer). This way, they will receive a notification that you have shared their post!\\r\\n\\r\\nRespond to questions that the influencer asks their followers.\\r\\n\\r\\nIt is not uncommon for an influencer to communicate with their community and ask questions. When you see such questions, make sure to respond immediately.\\r\\n\\r\\n\\r\\n\\r\\n\\r\\n\\r\\nLink to your influencer\u2019s posts.\\r\\n\\r\\n\\r\\n\\r\\n\\r\\nYou should be especially careful with this at the beginning\u2014unless the influencer posts something so interesting that you believe your own followers would benefit from it. In general, you should only take this step once the relationship between you and the influencer has progressed to the point where they have reached out to you or at least acknowledge your presence.\\r\\nYour goal should be to create a natural link that benefits your influencer. For example, you could write a blog post on a topic similar to that of your influencer and then include a link to the relevant influencer post. Once you have published the article with the link, email the influencer to inform them about the publication. Tell them which article you linked and how it fits into your content. Important: Do not ask for anything in return! If appropriate, you can also mention the influencer in social media posts (@mention) to promote your article and notify them that you have linked their post.\\r\\nWhenever you contact an influencer, keep the following in mind:\\r\\n\\r\\n\\r\\n \\t\\r\\nExplain the benefits: Influencers are no different from other marketing channels. You must be able to clearly explain the benefits of your product or service and the cooperation.\\r\\n\\r\\n \\t\\r\\nBe specific: Influencers do not want extra work. If you want the influencer to help you, you need to be specific. For example, if you want them to publish a guest post, you must provide details about the topic, when it should be completed, and so on.\\r\\n\\r\\n \\t\\r\\nSet deadlines: Without a deadline, the influencer will likely set your project aside and forget about it. It is much better to create a sense of urgency. If the influencer believes your proposal is beneficial to them, they will readily agree to a realistic deadline.\\r\\n\\r\\n\\r\\n\\r\\nConclusion and Summary\\r\\n\\r\\n\\r\\n\\r\\n\\r\\nCrowdfunding offers a very powerful way to obtain the funds needed for a project or product. At the same time, you build a network of customers, prospects, bloggers, and media who are interested in your project. However, fundraising is only the beginning of the campaign and represents just a small part of the bigger picture. You also need to market your project and\u2014if the campaign is successful\u2014you must produce and ship the product. This can be quite an expensive undertaking! Add to this the fees and costs of platforms, service providers, agencies, and payment processors, and it quickly becomes clear what to expect from crowdfunding and how important a sufficient budget is.\\r\\n\\r\\nMore Articles\\r\\n\\r\\n\\r\\n\\r\\n\\r\\n\\r\\n \\t\\r\\n\\r\\n\"}}}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"\u2b50 10 tips for successful influencer marketing \u2b50","description":"Would you like to use influencers for your marketing? 10 tips for successful influencer marketing: \u2713Celebrity \u2713Influencer \u2713Marketing -> MORE!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/","og_locale":"en_US","og_type":"article","og_title":"\u2b50 10 tips for successful influencer marketing \u2b50","og_description":"Would you like to use influencers for your marketing? 10 tips for successful influencer marketing: \u2713Celebrity \u2713Influencer \u2713Marketing -> MORE!","og_url":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/","og_site_name":"Marketing-Faktor","article_modified_time":"2025-12-17T03:53:02+00:00","og_image":[{"width":1280,"height":720,"url":"https:\/\/www.marketing-faktor.de\/wp-content\/uploads\/2019\/04\/Spiele-Marketing-10-Tipps-fuer-eine-erfolgreiche-Spiele-Marketing-Strategie-bild.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"25 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/#article","isPartOf":{"@id":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/"},"author":{"name":"admin","@id":"https:\/\/www.marketing-faktor.de\/en\/#\/schema\/person\/77bf90c64d71b0846498d5f450c73ca9"},"headline":"Influencer marketing: 10 tips for successful influencer marketing","datePublished":"2019-04-24T06:29:15+00:00","dateModified":"2025-12-17T03:53:02+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/"},"wordCount":4983,"commentCount":0,"publisher":{"@id":"https:\/\/www.marketing-faktor.de\/en\/#organization"},"articleSection":["Crowdfunding"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/#respond"]}]},{"@type":["WebPage","ItemPage"],"@id":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/","url":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/","name":"\u2b50 10 tips for successful influencer marketing \u2b50","isPartOf":{"@id":"https:\/\/www.marketing-faktor.de\/en\/#website"},"datePublished":"2019-04-24T06:29:15+00:00","dateModified":"2025-12-17T03:53:02+00:00","description":"Would you like to use influencers for your marketing? 10 tips for successful influencer marketing: \u2713Celebrity \u2713Influencer \u2713Marketing -> MORE!","breadcrumb":{"@id":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.marketing-faktor.de\/en\/"},{"@type":"ListItem","position":3,"name":"Influencer marketing: 10 tips for successful influencer marketing"}]},{"@type":"WebSite","@id":"https:\/\/www.marketing-faktor.de\/en\/#website","url":"https:\/\/www.marketing-faktor.de\/en\/","name":"Marketing-Faktor","description":"Tokenisierung Agentur","publisher":{"@id":"https:\/\/www.marketing-faktor.de\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.marketing-faktor.de\/en\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.marketing-faktor.de\/en\/#organization","name":"Marketing-Faktor","url":"https:\/\/www.marketing-faktor.de\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.marketing-faktor.de\/en\/#\/schema\/logo\/image\/","url":"https:\/\/www.marketing-faktor.de\/wp-content\/uploads\/2020\/01\/cropped-Marketing-Faktor-Logo-1-2.png","contentUrl":"https:\/\/www.marketing-faktor.de\/wp-content\/uploads\/2020\/01\/cropped-Marketing-Faktor-Logo-1-2.png","width":490,"height":70,"caption":"Marketing-Faktor"},"image":{"@id":"https:\/\/www.marketing-faktor.de\/en\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.marketing-faktor.de\/en\/#\/schema\/person\/77bf90c64d71b0846498d5f450c73ca9","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.marketing-faktor.de\/en\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/98fdb28f59543c1299a8b951460ce64f?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/98fdb28f59543c1299a8b951460ce64f?s=96&d=mm&r=g","caption":"admin"},"url":"https:\/\/www.marketing-faktor.de\/en\/author\/admin\/"},{"@type":"Service","AggregateRating":{"@type":"AggregateRating","ratingValue":0,"ratingCount":0,"itemReviewed":{"@type":"HowTo","name":"Influencer marketing: 10 tips for successful influencer marketing","image":{"@type":"ImageObject","url":"https:\/\/www.marketing-faktor.de\/wp-content\/uploads\/2019\/04\/Spiele-Marketing-10-Tipps-fuer-eine-erfolgreiche-Spiele-Marketing-Strategie-bild-1024x576.png","height":576,"width":1024},"step":{"@type":"HowToStep","url":"https:\/\/www.marketing-faktor.de\/en\/influencer-marketing\/","name":"Influencer marketing: 10 tips for successful influencer marketing","text":"\r\nInfluencer marketing: 10 tips for successful influencer marketing\r\n[vc_column width=\"1\/2\"][vc_column width=\"1\/2\"]\r\nInfluencer marketing offers excellent returns for those who choose to use it. A survey by Tomoson showed that companies earned an average of $6.50 for every single US dollar they invested in influencer marketing in 2016.\r\nFind the right influencers for your industry. Choose between the very expensive celebrities with huge reach, macro influencers as industry leaders, and micro influencers with a small but very loyal base of followers.\r\nInfluencer marketing is generally considered slow. It requires regular, patient work over a longer period of time to build a relationship with your potential influencers. Be patient and persistent!\r\n\r\nIf you haven\u2019t heard of influencer marketing before, you might assume it is simply another form of marketing and PR work. However, influencer marketing is more than that. Today, it represents an important method for publicly presenting your products and services online. Compared to other marketing campaigns, influencer marketing also offers an excellent return. As a study by Tomoson shows, companies earned an average of $6.50 for every US dollar spent on influencer marketing in 2016.\r\n\r\nWhat is influencer marketing?\r\n\r\nInfluencer marketing is one of those rare terms where the name literally means what it describes. In the case of influencer marketing, it means that a company works with people who have influence and are therefore able to help market products and services. Influencer marketing aims to identify the most important and influential people in your industry or niche. These individuals are then approached directly with the goal of having them help you market your products.\r\n\r\nWho or what is an influencer?\r\n\r\n\r\n\r\n\r\nAn influencer is someone who has an impact on other people\u2019s purchase decisions or is able to influence and change those decisions. An influencer can do this because they possess authority. In addition, they have extensive expertise and often hold a special position within their target audience. In many cases, there is also a special relationship with that audience. Typically, an influencer is someone who has a large number of followers in their niche and actively engages with them. How many followers an influencer has\u2014or should have\u2014depends, among other things, on the industry or niche.\r\nInfluencer marketing originated from celebrity marketing. Well-known and famous personalities have been endorsing products for many years. Think of Michael Schumacher, Boris Becker, or Steffi Graf appearing in TV commercials or on the radio. Participating in such campaigns naturally involves a substantial fee for the celebrity. Online celebrity marketing is still comparable to influencer marketing today, but modern influencer marketing is much more than a star appearing on television or radio without having a real base of followers.\r\n\r\n\r\n\r\n\r\n\r\nSodaStream produces a home-use sparkling water maker. Until recently, the target audience was primarily families. However, after sales data showed that the product is especially popular among people without children, the company launched its \u201cJoin a Revolution\u201d influencer campaign. The campaign uses a scene from Game of Thrones and \u201cThe Mountain,\u201d a character from the series played by Haf\u00fe\u00f3r J\u00fal\u00edus Bj\u00f6rnsson.\r\n\r\nEach influencer has built up a reputation. They are considered experts in their niche or industry. Many even run their own blog on the respective topic, and it is not uncommon for influencers to have a YouTube channel and create their own videos. In any case, most influencers are active on social networks. They maintain well-known accounts, comment, discuss, and give advice. All influencers spend a lot of time building an extensive network with a cultivated audience around their topic.\r\nIf influencers are able to see how your product or service can help their own followers, they may be willing to collaborate with you. In this case, they provide you with their good reputation, their name, as well as their experience and audience. They also help you market your project to the influencer\u2019s followers and increase its visibility. However, there is a catch: influencer marketing only works if you develop and launch a high-quality product. If your product is poor, vague, or inferior to comparable products from competitors, influencers will not be willing to support your project. And even if they do, success would not be achieved.\r\n[vc_video link=\"https:\/\/www.youtube.com\/watch?v=ogja5YT7Wfc\" el_width=\"70\" align=\"center\"]\r\nWhy do you need influencer marketing?\r\n\r\n\r\n\r\n\r\nWhen was the last time you consciously looked at a banner or an ad online? You probably can\u2019t remember. Most people today don\u2019t even notice such ads and banners. Those who do notice them are usually annoyed, install an ad blocker, and prevent ads from being displayed at all. Perhaps you have also tried social media. That has potential, as many people today spend a significant amount of time browsing various social media profiles. However, there is a major problem: who actually sees your posts and publications on social networks? Unless you have a huge network of fans with many contacts, the reach of such campaigns is limited.\r\nTo make matters worse, social media platforms no longer make it as easy as they did a few years ago. Companies like Facebook want to profit from their products and encourage you to run paid advertising on their platforms. As a result, it is difficult to succeed with free organic posts. The latest changes on Facebook make this clear: the News Feed now prioritizes updates from friends and family. Fan pages and business pages have dropped in priority and now have only limited reach.\r\nMost people have a few hundred friends on social networks. However, the reach is very broad. Friends and family make up an important part, but also colleagues, classmates, acquaintances, and so on. Some people are friends with actors, others with people who simply share the same interests, or just because they know someone who is friends with that person. Facebook in particular suggests people who are friends of your friends. From a marketing perspective, this is impractical. You essentially have no fixed target audience or clear idea of who you are actually reaching. Influencers are different: they have a carefully cultivated circle of friends with the same interests. This base can be large, and in many cases, even huge. With influencers, you know exactly what you are getting.\r\n\r\nInfluencer marketing is highly effective. Sony created the first Zoom on Instagram (#InstazoomZ5) to show users how impressive the smartphone\u2019s camera is. They took a high-resolution photo with the Z5 using a high zoom and divided it into hundreds of smaller shots across five layers. The company then created more than 100 Instagram accounts that were connected through tags. This made it possible to zoom in on each area of the photo and discover more than 50 surprises. Finally, Sony used 30 influencers to share the photos as part of a contest. The goal: to find the secret code.\r\n\r\nImagine how many interesting and relevant people you can reach with a single influencer\u2014compared to other, more random marketing methods! Some companies are so successful at creating an online identity that they become influencers themselves. Red Bull, for example, has taken success with social networks to the extreme. For most companies, however, this remains an unattainable dream.\r\nIt is usually much easier to find influencers and work with their audience than to create a comparable audience yourself and actively engage with it. Influencer marketing differs from traditional advertising. One of the main differences lies in the type of relationship you need to build with an influencer. Many companies\u2014especially large corporations\u2014traditionally try to maintain a lot of control and influence over their brand and marketing. This approach is only partially effective in influencer marketing.\r\nInfluencers already have prestige and established relationships before your company even comes into play. Even if you have a relatively successful and well-known brand, you cannot expect to have full control over your influencers. You may pay them well, but they are not your employees! Followers want to hear what the influencer has to say\u2014not the message your company wants to convey. They are not looking for your opportunity! This is precisely the biggest difference between traditional outbound marketing and the new inbound marketing. In inbound marketing\u2014including influencer marketing\u2014customers come to you. You cannot set conditions as was traditionally done. Companies that try to exert too much control over their influencers typically achieve disappointing results with this form of PR.\r\nThe key to successful influencer marketing is trust. And the reality is that consumers trust influencers\u2014more than they trust you or your brand! Successful influencer marketing creates a win-win situation for you and everyone involved.\r\n\r\nDunkin\u2019 Donuts and the agency Trilia wanted to raise awareness for National Donut Day. To achieve this, they partnered with the digital network and entertainment studio Collab. The goal: a national Snapchat campaign showcasing visually appealing content. At the same time, Dunkin\u2019 Donuts introduced a special offer for that day. Collab selected lifestyle creators to share both the content and the special offer on Snapchat. For the project, they chose eight successful influencers to distribute teaser content as well as the special offer. In this way, the campaign reached more than three million people\u2014a huge success!\r\n\r\n1. The Beginning \u2013 Getting Started\r\n\r\n\r\n\r\n\r\nThere is no reason\u2014and it is quite pointless\u2014to choose influencer marketing just because someone told you it is currently trendy or very successful. You need to pursue a goal and purpose with your campaign! This is probably no different from other areas of a business. Ask the people responsible for any successful business about their recipe for success, and they will tell you that goals played an important, even decisive role. We will look at this topic in more detail in Chapter Two.\r\nFor an influencer marketing campaign to be successful, you need high-quality content of excellent standard. A simple 500-word blog post written to meet SEO criteria is very unlikely to attract the interest of an influencer.\r\nFor people to notice your content, it must meet the following requirements:\r\n\r\n\r\n \t\r\nIt must be accessible.\r\n\r\n \t\r\nIt must encourage action and be interactive.\r\n\r\n \t\r\nIt must be visually modern and appealing.\r\n\r\n \t\r\nYou must provide your reader with real added value.\r\n\r\n\r\nHere are some examples of content you can use:\r\n\r\n\r\n \t\r\nExpert reports and opinions\r\n\r\n \t\r\nInterviews\r\n\r\n \t\r\nListicles\r\n\r\n \t\r\nAsk your favorite influencer for a quote and use it in an infographic or SlideShare.\r\n\r\n \t\r\nAsk for expert tips and publish them together in a blog post.\r\n\r\n\r\nThe most popular places or platforms where influencers build their reputation are:\r\nBlogs \u2013 Blogging influencers have often spent a long time (sometimes years) creating a successful, popular blog in a specific industry or niche. Even though many other platforms and networks are available today that influencers use, most owe their success to their blogs. You can collaborate with quality bloggers in the following ways:\r\n\r\n\r\n \t\r\nGuest posts on the influencer\u2019s blog\r\n\r\n \t\r\nTry to convince the influencer to mention your brand on their blog\r\n\r\n \t\r\nArrange a product review\r\n\r\n \t\r\nSponsoring paid blog posts\r\n\r\n\r\nSocial media \u2013 Many influencers (even those who have high-quality blogs) are active on social networks and have a large base of followers with whom they actively engage. Your goals here could include:\r\n\r\n\r\n \t\r\nReceiving positive mentions in social media posts\r\n\r\n \t\r\nRetweets or shares of your social media posts\r\n\r\n \t\r\nPosts showing how the influencer uses your product, e.g., an unboxing or demonstration video on the influencer\u2019s YouTube channel\r\n\r\n \t\r\nCreative posts promoting your project or product\r\n\r\n\r\nA major and important decision you must make before starting influencer marketing is choosing a method to find the right influencers. You have three options for this:\r\n\r\n\r\n \t\r\nOrganic \u2013 You search internally for influencers and build relationships with them. This is the cheapest way, but it is also very time-consuming.\r\n\r\n \t\r\nPlatforms \u2013 You pay for the services of specialized online platforms to find influencers. Many of these portals have systems that make managing your influencer campaigns much easier.\r\n\r\n \t\r\nAgencies \u2013 You hire an agency specialized in influencer marketing. They help you find and manage influencers.\r\n\r\n\r\n\r\n2. Set Your Goals\r\n\r\n\r\n\r\n\r\nThere is a well-known saying: \u201cFail to Plan and Plan to Fail.\u201d Translated, it means: \u201cIf you fail to plan, you plan to fail.\u201d This statement also applies to influencer marketing! It makes little sense to search for an influencer or start a campaign if you have not already set goals beforehand. In this context, it would be interesting to know how many of the 18% of companies that failed with influencer marketing simply forgot to define goals in advance. You need to know WHY you are choosing an influencer campaign. This directly affects the success of the campaign and, almost certainly, even influences which influencers you decide to work with.\r\nYour goals for an influencer campaign could, for example, include:\r\n\r\n\r\n \t\r\nIncreasing the number of visitors to your website by a certain percentage\r\n\r\n \t\r\nIncreasing the number of social media followers\r\n\r\n \t\r\nImproving brand visibility for the target audience\r\n\r\n \t\r\nIncreasing sales by a specific percentage or amount\r\n\r\n\r\n\r\nAudible is an Amazon company that offers monthly subscriptions for audiobooks and podcasts. The company\u2019s marketing team regularly collaborates with celebrities and influencers of all sizes, including micro-influencers. On Instagram, the photographer Jesse Driftwood (@jessiedriftwood) once shared how he uses Audible to learn more about business management and productivity.\r\n\r\nYour goals will influence the decision of which influencer you ultimately collaborate with. If your goal is quick interaction and communication with people, you will likely choose an influencer who is active on Twitter. If, on the other hand, the focus is on appearance or photos, influencers with experience and an audience on Instagram or Pinterest are more suitable. Alternatively, a blog or a technical magazine may be a better fit if your goal is in-depth specialist articles or targeting the B2B market.\r\nIt is important that each of your goals can be tied to a specific performance indicator. How else could you determine the success or failure of your campaign? For example, if your goal is to increase sales, you should have the current sales figures before and after the campaign. If your goal is to increase the number of newsletter subscribers, you need a clear KPI to compare and track the numbers.\r\nAdditionally, it is important to approach the selection of your goals intelligently and strategically. Each goal must be specific, measurable, realistic, and achievable. It must also have a defined timeframe. A simple goal like improving product awareness is too vague\u2014you have no way to measure success. A goal such as increasing Instagram followers by 20% in March, on the other hand, is intelligent. You can determine exactly whether the influencer achieved the goal and how successful they were overall.\r\n\r\n3. Define Your Target Audience\r\n\r\nIt is completely impossible to find a suitable influencer if you don\u2019t know which target audience you want to reach. You may already know your ideal customer. If that\u2019s the case, keep this person in mind when searching for the right influencer. If you have previously worked with PPC or paid Facebook ads, examine exactly which audiences you targeted and how successful those campaigns were.\r\nFor an influencer to be effective, you need to work with influencers who impact your desired target audience. For example, imagine you have a huge marketing budget and could work with Justin Bieber as an influencer in your campaign. If your product is aimed at young teenage girls, Justin Bieber would likely be a perfect choice. The star has over 100 million followers on Twitter and a Klout score of 92. However, if your product deals with restoring old furniture, it is very unlikely that Justin Bieber could persuade many of his 100 million followers to be interested in your product. In this case, the influencer\u2019s audience is simply not compatible with your product. The more you can narrow down your target market and audience, the easier it will be to find a suitable influencer.\r\n\r\n4. Define the Best Type of Influencer for Your Brand\r\n\r\n\r\n\r\n\r\nThis is where most companies make the biggest mistakes. Many firms fail to put enough effort and work into selecting the right influencers for their brand or business. A study shows that more than 67% of the companies surveyed struggle with this. They claim that finding a suitable influencer is the hardest part of the campaign. This was likely also the greatest weakness of traditional celebrity marketing. Although there were certainly some successes, most people still ask: \u201cWhat does the celebrity know about my lifestyle and taste? Celebrities live in a different world!\u201d This shows that you need to choose an influencer whose audience aligns with your target group.\r\n\r\nCelebrity Influencers\r\n\r\nCelebrity influence is the oldest form of influencer marketing. Companies hire (and pay) famous personalities to promote a product, brand, or project. Prominent examples include Vodafone with Mika H\u00e4kkinen or Krombacher with Michael Schumacher. Even today, some celebrity campaigns have real potential for success. However, working with celebrities often also creates problems, particularly regarding costs. Additionally, many consumers quickly become skeptical when someone advertises something they do not actually use themselves.\r\n\r\nMacro Influencer\r\n\r\nMacro influencers have a huge number of followers. People regard them as experts in their industry or niche. It is not uncommon for them to have many millions of followers on social networks. The difference between a macro influencer and a celebrity is that, unlike a celebrity, the influencer is known for being knowledgeable about the product. An expert in the field?\r\n\r\n\r\n\r\n\r\n\r\nMicro Influencer\r\n\r\nThe majority of influencers are micro influencers. They are a smaller tier, a smaller version of the huge macro influencers. Unlike celebrities, these individuals are usually completely unknown outside their industry or niche. However, people within the scene regard them as experts. Alternatively, micro influencers can simply be specialists in a particular field or topic. In any case, they typically operate at the lower end of the scale compared to macro influencers.\r\nFor your influencer marketing campaign, micro influencers are often the best choice. They have a very specific audience, the necessary experience, and a good reputation within the industry. On the other hand, they are not so big that they are too busy, and the chances of being declined are lower. Unlike huge macro influencers or celebrities, micro influencers rely on income and are generally more willing to work with you (without demanding extreme sums).\r\nA typical micro influencer does not have a huge number of followers. Normally, their follower count ranges from 500 to 10,000. However, micro influencers are very active, communicate regularly with their followers, and are considered specialists and experts among them. Followers of micro influencers are often very loyal and dedicated fans. Additionally, most micro influencers have a strong interest in purchasing products themselves, which results in a significantly higher conversion rate.\r\n\r\nIt is not always necessary to spend a lot of money on influencer marketing. The manufacturer of hygiene products, Tom\u2019s of Maine, specializes in products made entirely from natural ingredients. The company wanted to increase awareness of its products among health-conscious people by encouraging them to try the products and then share their experiences on social media. For this purpose, Tom\u2019s relied on micro influencers. These influencers motivated their followers to create and share their own posts. In this way, the company achieved a snowball effect, reaching 4.4 million potential customers within the first three months of the campaign.\r\n[vc_video link=\"https:\/\/www.youtube.com\/watch?v=Pl2Tr5i41rQ\" el_width=\"70\" align=\"center\"]\r\n5. How to Find the Right Influencers\r\n\r\nYou probably know the names of all the prominent figures in your industry or field. In most cases, however, these individuals are more likely macro influencers rather than true celebrities. The first step on the path to your influencer campaign should be to identify which influential people you should actually contact.\r\nA good starting point is to search Google for articles in your industry or niche. Look at the first few pages that appear at the top of the search results. Is there a particular name that appears regularly? While you\u2019re at it, you should also check the most well-known blog results and see which authors appear consistently. It is also worth looking for references to other blogs or guest articles\u2014perhaps even specific guidelines for guest writers.\r\nOn the other hand, you should ignore very general sites that cover many products or industries at once. Very large websites like Wikipedia can also usually be ignored. Once you\u2019ve completed this first step, you can use tools like BuzzSumo to find key influencers in your niche or industry. This will give you an initial point of reference. Some examples of such tools are listed at the end of the article. Another alternative is to search using relevant hashtags on social media.\r\n\r\n6. Influencer outreach\r\n\r\nOnce you have created a list of potential influencers for your brand, the influencer outreach process begins\u2014the initial contact and inquiry. This requires several important steps to establish contact and build a relationship.\r\n\r\nSubscribe to your influencer\u2019s newsletter and become a follower.\r\n\r\nAll crowdfunding platforms have their own fees and costs associated with the respective provider. Kickstarter and Indiegogo are the best-known of these websites. Reward crowdfunding, where backers are rewarded for their support, is the most well-known form of fundraising. Such platforms do not charge backers any fees. On the contrary\u2014they even receive something in return for their support. To cover costs and generate the necessary revenue, platforms like Kickstarter charge fees that the project creator must pay. These are usually due at the end of the campaign and consist of general fees, payment processing fees, and, if applicable, additional costs. Let\u2019s take a closer look at the costs and fees charged by the different providers.\r\n\r\nRespond to introductory emails that influencers send you.\r\n\r\nWhen you subscribe to a newsletter or follow a blog, you often receive an introductory email. You should respond to such messages, introduce yourself, and, if appropriate, ask a question. It is possible that your email will be ignored, as such messages are often sent automatically. However, there is also a chance that someone will notice you\u2014and, more importantly, what you wrote. In this case, you make your name visible to the influencer. You become someone who stands out from the crowd.\r\n\r\nShare the influencer\u2019s posts.\r\n\r\nFor the next few months (this process can take up to six months or longer), you should share and like the influencer\u2019s posts. When you share a post, don\u2019t forget to tag the influencer (@influencer). This way, they will receive a notification that you have shared their post!\r\n\r\nRespond to questions that the influencer asks their followers.\r\n\r\nIt is not uncommon for an influencer to communicate with their community and ask questions. When you see such questions, make sure to respond immediately.\r\n\r\n\r\n\r\n\r\n\r\nLink to your influencer\u2019s posts.\r\n\r\n\r\n\r\n\r\nYou should be especially careful with this at the beginning\u2014unless the influencer posts something so interesting that you believe your own followers would benefit from it. In general, you should only take this step once the relationship between you and the influencer has progressed to the point where they have reached out to you or at least acknowledge your presence.\r\nYour goal should be to create a natural link that benefits your influencer. For example, you could write a blog post on a topic similar to that of your influencer and then include a link to the relevant influencer post. Once you have published the article with the link, email the influencer to inform them about the publication. Tell them which article you linked and how it fits into your content. Important: Do not ask for anything in return! If appropriate, you can also mention the influencer in social media posts (@mention) to promote your article and notify them that you have linked their post.\r\nWhenever you contact an influencer, keep the following in mind:\r\n\r\n\r\n \t\r\nExplain the benefits: Influencers are no different from other marketing channels. You must be able to clearly explain the benefits of your product or service and the cooperation.\r\n\r\n \t\r\nBe specific: Influencers do not want extra work. If you want the influencer to help you, you need to be specific. For example, if you want them to publish a guest post, you must provide details about the topic, when it should be completed, and so on.\r\n\r\n \t\r\nSet deadlines: Without a deadline, the influencer will likely set your project aside and forget about it. It is much better to create a sense of urgency. If the influencer believes your proposal is beneficial to them, they will readily agree to a realistic deadline.\r\n\r\n\r\n\r\nConclusion and Summary\r\n\r\n\r\n\r\n\r\nCrowdfunding offers a very powerful way to obtain the funds needed for a project or product. At the same time, you build a network of customers, prospects, bloggers, and media who are interested in your project. However, fundraising is only the beginning of the campaign and represents just a small part of the bigger picture. You also need to market your project and\u2014if the campaign is successful\u2014you must produce and ship the product. This can be quite an expensive undertaking! Add to this the fees and costs of platforms, service providers, agencies, and payment processors, and it quickly becomes clear what to expect from crowdfunding and how important a sufficient budget is.\r\n\r\nMore Articles\r\n\r\n\r\n\r\n\r\n\r\n \t\r\n\r\n"}}}}]}},"multi-rating":{"mr_rating_results":[{"adjusted_star_result":0,"star_result":0,"total_max_option_value":5,"adjusted_score_result":0,"score_result":0,"percentage_result":0,"adjusted_percentage_result":0,"count":0,"post_id":11978}]},"_links":{"self":[{"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/blog_posts\/11978"}],"collection":[{"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/blog_posts"}],"about":[{"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/types\/blog_posts"}],"author":[{"embeddable":true,"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/comments?post=11978"}],"version-history":[{"count":15,"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/blog_posts\/11978\/revisions"}],"predecessor-version":[{"id":13732,"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/blog_posts\/11978\/revisions\/13732"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/media\/13802"}],"wp:attachment":[{"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/media?parent=11978"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/categories?post=11978"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.marketing-faktor.de\/en\/wp-json\/wp\/v2\/tags?post=11978"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}