¿Cómo aprovechar el marketing con influencers?

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 CLAVES: 

  • Los influencers pueden ayudar a aumentar la conciencia de marca, impulsar el compromiso y aumentar las conversiones, el 70% del engagement de las marcas proviene del trabajo que se hace con influencers.
  • Se deben utilizar herramientas de marketing de influencia que proporcionen información sobre la demografía de la audiencia de cada influenciador, ejemplo de ello son HYPR y NeoReach.
  • El marketing de influencia funciona mejor que otras técnicas de marketing, medios de comunicación y publicidad.
  • Ante este escenario, la figura del influencer manager se está haciendo imprescindible en muchas empresas, ya que, no solo es importante pagar al influencer y escogerlo bien, sino también gestionar con éxito lo que se hace.

El marketing con influencers puede que esta sea una de las técnicas más en boga en la industria marketera. Las marcas están experimentando una auténtica fiebre con las estrellas de internet y las redes sociales y no es para menos.

Estos profesionales de la red de redes cuentan con audiencias segmentadas por nichos y muy fidelizadas que confían en sus palabras. Y esto lo han conseguido porque la honestidad, transparencia y naturalidad son sus herramientas de trabajo.

De acuerdo con iAdvize el 70% del engagement de las marcas proviene del trabajo que las compañías llevan a cabo con los influencers. Además, Whosay ha analizado más de 300 campañas para extraer las conclusiones que conforman su último informe: “Influencer Marketing Insights”. Un estudio que ha encontrado que el marketing de influencia funciona mejor que otras técnicas de marketing, medios de comunicación y publicidad.

 [section label=”El 70% del engagement de las marcas es gracias a los influencers” anchor=”El 70% del engagement de las marcas es gracias a los influencers”]

El 70% del engagement de las marcas es gracias a los influencers

Ahora es bien sabido que los influencers pueden ayudar a aumentar la conciencia de marca, impulsar el compromiso y aumentar las conversiones. Casi el 40% de los usuarios de Twitter incluso han hecho compras después de ver un tweet influenciador acerca de un producto. Por lo tanto, es natural que las marcas de comercio electrónico empiecen a aprovechar la influencia del marketing para impulsar más ventas.

Cuando las personas influyentes avalan la marca, ayudan a ganar la confianza del público objetivo mientras generan el zumbido. En otras palabras, el marketing influencer es una forma de prueba social con un impacto ligeramente mayor, gracias al tamaño de la audiencia de una persona influyente y su reputación.

De hecho, el 70% del engagement de las marcas proviene del trabajo que se hace con influencers. La comunidad de expertos también puede ayudar a las empresas en la atención al cliente.

Internet y las redes sociales han cambiado definitivamente el proceso de la toma de decisión de compra. Hace apenas unos años, el consumidor acudía a las tiendas en busca de asesoramiento. Ahora, cuando un cliente va al punto de venta, es muy probable que antes ya se haya informado y buscado opiniones a través de internet y de las redes sociales.

Este cambio de paradigma ha hecho que irrumpa con fuerza la figura del influencer, capaz de plantar cara a las revistas especializadas, especialmente en el sector de la moda y la belleza. iAdvize explica que los influencers son personas capaces de influir en los comportamientos de compra de los usuarios a través de sus publicaciones en cuentas de redes sociales.

Beatriz Zabalegui, responsable de Marketing de iAdvize en España, indica que “el 85% de los internautas sigue a influencers a través de las redes sociales”, aunque advierte que su papel en el mundo del marketing promocional se limita “a la influencia que pueda ejercer sobre sus seguidores a la hora de impulsarles a realizar compras”.

Pero las marcas también pueden aprovechar en su favor el tirón de estos generadores de opinión, convirtiéndolos en aliados a la hora de potenciar el engagement.  Así, la compañía explica que los influencers generan un contenido más accesible y ‘auténtico’ para los consumidores que el que puede publicar la empresa, por lo que su impacto sobre el público objetivo es mayor.

Además, hay sectores en los que su impacto se multiplica. Por ejemplo, el 88% de los internautas recurre a consejos de otros usuarios como paso previo a la compra en el sector de la belleza. De hecho, más del 95% de los vídeos de belleza que se suben a YouTube son realizados por influencers, no por las marcas, según especifica iAdvize.

Otro ámbito en el que las marcas pueden aprovechar la cercanía de estos líderes de opinión es en el servicio de atención al cliente. Ya hay varias empresas que ponen a disposición de sus clientes foros en los que pueden interactuar con una comunidad de expertos.

[section label=”Ibbü trata de mejorar la relación con el cliente” anchor=”Ibbü trata de mejorar la relación con el cliente”]

Ibbü trata de mejorar la relación con el cliente

En este sentido, hace un año que iAdvize puso en marcha Ibbü, una plataforma de comercio conversacional que permite que las marcas interactúen y creen engagement con sus clientes gracias a una comunidad de expertos que aconseja a los visitantes de los sites de las firmas.

La compañía señala que el objetivo es fomentar la inmediatez en la resolución de dudas y consultas de los usuarios, potenciando los niveles de satisfacción y conversión.

Descubrimos que contar con un sistema de atención al cliente por messaging en tiempo real permite mejorar la tasa de satisfacción de los visitantes, situándose en torno al 88,2%”, indica iAdvize. “Asimismo, llegamos a la conclusión de que los ecommerce que proponen una asistencia por chat a sus visitantes en momentos previos a realizar una compra alcanzan un 19,5% de tasa de conversión”, añade.

Además, destaca que el 60% de las compras online se producen por la noche o durante el fin de semana, momentos en los que los equipos de atención al cliente no están disponibles. Estas comunidades de expertos pueden dar una respuesta más rápida, sin las limitaciones de horario de dichos departamentos.

[section label=”HYPR y NeoReach: la información demográfica es clave” anchor=”HYPR y NeoReach: la información demográfica es clave”]

HYPR y NeoReach: la información demográfica es clave

Por otro lado, una de las claves para sacarle partido a los influencers es siempre tratar de trabajar con personas influyentes que puedan influir en el público objetivo. Esto significa que la marca necesita buscar influenciadores cuya audiencia está formada por personas dentro de su objetivo demográfico. Para ello, debe utilizar herramientas de marketing de influencia que proporcionen información sobre la demografía de la audiencia de cada influenciador.

Por tanto, otra plataforma a destacar es HYPR. Puede buscar más de 10 millones de personas influyentes en la plataforma. Y para cada perfil de influencia, también obtendrá el usuario información detallada de su público como edad, sexo, nacionalidad, raza / etnia, etc., además de las estadísticas habituales como el alcance y el compromiso.

Otra herramienta es NeoReach, que incluye más de 3 millones de personas influyentes en su plataforma. Esto también da datos demográficos sobre cada influenciador, pero esa información se limita al género y la edad. Lo bueno de esta plataforma es que puede ver con qué marcas ha trabajado el influenciador para que pueda descubrir personas influyentes que trabajan regularmente con marcas similares o relevantes para la suya.

[section label=”Los influencers impulsan la publicidad móvil, cada vez más relevante” anchor=”Los influencers impulsan la publicidad móvil, cada vez más relevante”]

Los influencers impulsan la publicidad móvil, cada vez más relevante

De acuerdo a un reciente informe publicado por Magna Global el gasto global en publicidad móvil para 2021 se situará en los 215.000 millones de dólares. Hablamos de una representación del 72% del total del mercado digital.

Estos datos son un claro indicativo sobre cómo son los hábitos de los consumidores hoy en día. Actualmente el móvil representa alrededor del 65% del total del consumo en medios digitales según comScore. La empresa señala además que un adulto medio estadounidense emplea dos horas y 51 minutos diarios frente a su smartphone.

Con estas cifras lo lógico sería que hubiera una explosión de la publicidad mobile. Nada más lejos de la realidad. Es más, la experiencia que ofrece la publicidad móvil en la mayoría de los casos es nefasta. Un hecho que se podría solucionar con afinados mecanismos de segmentación y mejora de las plataformas. Pero se sigue sin prestar atención a la raíz del problema: el formato de los anuncios.

Partiendo de esta base la compañía experta en marketing de influencia Whosay ha analizado más de 300 campañas para extraer las conclusiones que conforman su último informe: “Influencer Marketing Insights”. Un estudio que ha encontrado que el marketing de influencia funciona mejor que otras técnicas de marketing, medios de comunicación y publicidad. Es capaz de generar hasta tres veces más mejores tasas de visualización que la publicidad en vídeo de Facebook.

Esta investigación señala que el marketing de influencia puede cambiar la forma en la que una marca es percibida. Es capaz de incrementar el sentimiento positivo que reporta hasta en un 70%. Pero el gran reto no sólo pasa por su expansión. Hay que cambiar la concepción que se tiene sobre este tipo de marketing.

Screenshot_2
Fuente: ComScore

Ya no vale con pagar a una celebridad para que publique una fotografía en la red social de turno y esperar a ver que pasa. Las marcas tienen que comprender que hoy en día todas las plataformas son medios.

A diferencia de los medios tradicionales el marketing de influencia se base en seis pasos: establecer los objetivos de la campaña, orientar al público, hacer un buen casting, construir los elementos creativos, distribuir y escalar y medición de los resultados.

Whosay ha encontrado que sólo el 10% del mejor talento en cada segmento de influencers son creadores profesionales. Si conseguimos el talento adecuado y lo igualamos con la mejor de las creatividades, los marketeros pueden ver incrementadas las tasas de compromiso hasta en un 15%.

El marketing de influencia también puede ser la solución a las malas experiencias en el entorno digital (particularmente en el terreno mobile). Una opción que pasa por la creación de anuncios segmentados en base a la audiencia de los influencers con los que trabajemos. Siempre respaldados por una exhaustiva y constante medición.

Pocas dudas caben ya de que el entorno digital ha crecido rápidamente gracias al Big Data y las nuevas tecnologías. Sin embargo, mientras que la orientación y las plataformas han evolucionado la creatividad no y esta no tiene porqué ser la víctima. ¿Será el marketing de influencia el salvavidas que necesita?

[section label=”Los influencers reportan un ROI hasta 11 veces por encima de otras tácticas” anchor=”Los influencers reportan un ROI hasta 11 veces por encima de otras tácticas”]

Los influencers reportan un ROI hasta 11 veces por encima de otras tácticas

Los buenos influencers trabajan con rapidez, cuentan con gran visibilidad gracias a sus audiencias y pueden abarcar terrenos y nichos que antes eran prácticamente impensables para las marcas.

Recientes estudios han demostrado que el trabajo con influencers puede reportar un retorno sobre la inversión hasta 11 veces por encima del conseguido por otras tácticas de marketing. Claramente merece la pena contar con estos profesionales de internet, pero, ¿cómo podemos desarrollar una estrategia efectiva de marketing de influencia?

Hay un total de tres posibilidades que se adaptan a todos los bolsillos y que aseguran buenos resultados. Lo único que se ha de tener en cuenta es el tipo de influencer con el que se ha decido a trabajar.

Estrategia buena + barata: influencers defensores: Hay que tener en cuenta que es una estrategia a largo plazo. Los resultados pueden comenzar a verse en un plazo de entre 12 y 24 meses. Aprender mucho sobre las fortalezas y debilidades que las marcas pueden mostrar durante el trabajo con estos profesionales. Los defensores que resultan para la marca de este proceso conocen la marca de dentro hacia fuera. El problema con estos defensores es que se dan muchas cosas por sentado.

Estrategia rápida + barata: casos de “caridad”: las marcas deben crear su producto o servicio de manera que se muestren tan maravillosos que piensen que los influencers querrán compartirlo sí o sí. Esto sólo puede funcionar si parte de la estrategia anterior y cuenta con seguidores en las redes sociales que son fieles a su marca desde hace tiempo.

[section label=”El marketing visual mejora la estrategia” anchor=”El marketing visual mejora la estrategia”]

El marketing visual mejora la estrategia

Por otro lado, el contenido creado por los influyentes puede ayudar a generar ruido y despertar el interés del público en las redes sociales. Pero puede aprovechar la marca aún más este contenido mostrándolo en las páginas de productos y en sus correos electrónicos de marketing. Esto actuará como UGC visual y prueba social que puede ayudar a impulsar las ventas de su marca de comercio

Esta táctica puede funcionar eficazmente, según Olapic, una plataforma de marketing visual. En su propio estudio, Olapic informó que el 56% de los consumidores son más propensos a comprar un producto después de verlo en una foto positiva o relacionable publicada por otro cliente. En el mismo estudio, Olapic encontró que el 49% de los encuestados son más propensos a comprar productos que han sido aprobados por una persona real.

Además, el 52% de los encuestados consideró que las fotos son la forma más atractiva de contenido generado por los usuarios. Así que, utilizar las fotos de calidad profesional estéticamente agradables creadas por personas influyentes para la marca puede ser una buena estrategia para impulsar las ventas para la marca de comercio electrónico.

Y por supuesto, si la marca necesita conducir tráfico a la Web site para hacer ventas los influenciadores pueden ser una fuente efectiva de tráfico. Cuando promueven un determinado producto o gama de productos, la marca debe asegurarse de que comparten un enlace a la página correspondiente en lugar de simplemente mencionarlo.

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Principales inconvenientes a la hora de realizar estar estrategias

Aunque el marketing con influencers parece la llave perfecta para llegar con credibilidad a los consumidores, sigue presentando ciertos problemas: desde cuestiones legales, hasta cómo medir el impacto y éxito de la inversión.

Para empezar, uno de los elementos que determinan si la estrategia de marketing está teniendo éxito es el retorno de la inversión. Las cantidades cada vez más elevadas de dinero que las marcas destinan a los influencers, ¿realmente reportan algo? La respuesta es que, de momento, es difícil saberlo.

De hecho, aquellas compañías que gastan dinero en estos embajadores de marca, simplemente tienen que confiar en sus instintos y en que estas estrategias funcionen: se trata más bien de una cuestión de fe. Para el 65% de los marketeros, medir el ROI de las acciones con influencers es el principal reto asociado a estas campañas.

Por otro lado, aunque tiene mucho valor y es uno de los medidores más importantes de las redes sociales, no quiere decir que realmente se esté logrando todo o consiguiéndolo todo en el marketing de contenidos con influencers. O lo que es lo mismo: que un contenido reciba muchos retuits o follows, no necesariamente supone que el consumidor haya conectado con el contenido tal y como la marca quería que lo hiciera.

Lo importante de los influencers y lo que hace que estos sean tan interesantes para las marcas y empresas es que funcionan como voces expertas que llegan a una masa de consumidores deseosos de esos mensajes. Pero, ¿Se sabe realmente a quién está llegando la marca cuando usa un influencer y cómo le está afectando? Aunque la marca haya planificado la estrategia al detalle, las reacciones de los seguidores a las publicaciones del influencer siempre quedarán fuera de su control.

Además, al igual que un personaje famoso puede tener de pronto un brote de mala fama y pasar al lado del anonimato, lo mismo puede ocurrir con un influencer. Su posición puede perder enteros y puede convertirse en algo crítico y llevarse con ella a la marca, a menos que esta corte relaciones rápidamente.

También, otro de los grandes problemas de los influencers es que sus contenidos están en una especie de limbo de lo publicitario. Son anuncios, pero no lo parecen exactamente. Esto está generando un clima de tensión en el mundo publicitario y, sobre todo, está haciendo que las autoridades competentes estén analizando todo con mayor atención y detalle. Quizás, en el futuro, los influencers deban someterse a normas y reglas mucho más claras.

[section label=”Nace el perfil ‘influencer manager'” anchor=”Nace el perfil “influencer manager””]

Nace el perfil “influencer manager”

Lo cierto es que esta nueva realidad no solo ha obligado a aumentar los conocimientos sobre la materia y a comprender lo que está pasando, sino que ha empujado también a la incorporación de nuevos perfiles en la plantilla de las empresas.

Y es que no solo es importante pagar al influencer y escogerlo bien, sino también gestionar con éxito lo que se hace. En este escenario, la figura del influencer manager se está haciendo imprescindible en muchas empresas. En concreto, en España hay al menos dos compañías que ya han incorporado esta figura a sus equipos: Ubisoft y Desigual.

El influencer manager tiene que ser capaz de presentar aproximaciones innovadoras y de impacto para asociarse con los influencers de hoy para desarrollar campañas de marketing con influencers. Tiene que ser un pensador creativo, al que construir relaciones le salga de forma natural.

Tendrá que ser bueno también en pensamiento estratégico, creatividad y tener un conocimiento profundo del marketing con influencers. Sobretodo en Estados Unidos, este perfil empieza ya a estar muy presente en agencias de marketing, pero también en marcas y en medios.

WHOSAY. Influence Marketing Insights. 2017. [consultado 19-09-2017]. Disponible en: https://static1.squarespace.com/static/58dbf26a6a49632e13a8e433/t/59763739ebbd1a6ce7392461/1500919662756/WHOSAY+Influencer+Marketing+Insights+Summer+2017

ECONSULTANCY. Six inconvenient truths about influencer marketing. 30 de junio de 2017. [consultado 19-09-2017]. Disponible en: https://www.econsultancy.com/blog/69209-six-inconvenient-truths-about-influencer-marketing

MAGNA GLOBAL. Magna advertising forecasts winter update: Digital media drives global ad sales to +5.7% strongest growth in six years, driven by social and search. 5 de diciembre de 2016. [consultado 19-09-2017]. Disponible en: https://magnaglobal.com/magna-advertising-forecasts-winter-update-digital-media-drives-global-ad-sales-to-5-7-strongest-growth-in-six-years-driven-by-social-and-search/

OLAPIC. Consumer trust: keeping it real. 2016. [consultado 19-09-2017]. Disponible en: http://visualcommerce.olapic.com/rs/358-ZXR-813/images/wp-consumer-trust-survey-global-FINAL.pdf

SILICON. Los influencers decantan la balanza. 16 de septiembre de 2017. [consultado 19-09-2017]. Disponible en: http://www.silicon.es/influencers-decantan-balanza-2353974?inf_by=587db8622ad0a1287d1cc298

MARKETING DIRECTO. 3 formas de hacer que sus estrategias de marketing de influencia se disparen como un cohete. 6 de agosto de 2017. [consultado 19-09-2017]. Disponible en:  https://www.marketingdirecto.com/marketing-general/marketing/3-formas-estrategias-marketing-influencia-se-disparen-cohete

INC. How E-Commerce Brands Can Leverage Influencer Marketing for More Sales. 17 de septiembre de 2017. [consultado 19-09-2017]. Disponible en: https://www.inc.com/shane-barker/how-e-commerce-brands-can-leverage-influencer-mark.html

MARKETING DIRECTO. Smartphones, influencers y marketing o cómo despejar la X de la ecuación del éxito. 14 de septiembre de 2017. [consultado 19-09-2017]. Disponible en: https://www.marketingdirecto.com/marketing-general/marketing/smartphones-influencers-marketing-despejar-la-x-la-ecuacion-del-exito

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