8 Ways to Make an Impact in the Men’s Lifestyle Market on a Budget
Featured image by @denny623
With influencers, a smart campaign can alter your position in the market.
If you’ve been following brand patterns for more than 5 minutes, you know the influencer trend is big right now. Companies of every size and scale are maximizing campaigns by using the right voices.
Only some brands let small budgets keep them from forging advocate relationships. Crafty brands manage their budgets efficiently through clever alternatives and leveraging insider tips.
What Social Influencers Do
In the latest years, a passing fad emerged as a de facto method to inform consumers about a brand’s activity. No one denies the massive effect of influencer marketing anymore. Several studies show that sites like Pinterest, Twitter, and Instagram generate huge revenues thanks to influencers.
Social media influencers affect how consumers feel about a particular good or service. Feelings generate sales, and they are the driving force in a media-fueled world. International brands know this. They select the right voices to create intimacy and awareness.
In men’s lifestyle marketing, the fashion industry makes tremendous impacts. Their influencers attract attention and create intimacy. Likewise, their advertising campaigns and collections circulate around the globe in seconds.
How to Attract Consumers with Influencers
You know you must maintain a following on social media. Small brands and conglomerates keep customers this way. But, how many innovative ways to connect with new buyers do you know?
Small labels can harness influencer’s power to market and evoke feeling. With creativity, you can use technology to capitalize, but you must know the ins-and-outs of the influencer’s world.
1. Find fans.
Their love of your brand most affects your influencer’s rate. Review your followers for influencers, find people who already love your brand, and ask if they will work with you by receiving product for a post. They may even offer a reduced price.
When you campaign with one influencer, others express interest in collaborating, but, if don’t have fans yet, create them:
- Send influencers products to get them acquainted with you.
- Interview influencers for your site to start a relationship.
- Consider other unique ways you can highlight them.
2. Identify patterns.
After brand love, rates match your influencer’s knowledge. When looking, pay close attention to the content an influencer creates, find people who post about similar products and choose those who have a niche.
For example, Uncrate wouldn’t target “Men.” Instead, they find influencers under 30 who post extravagant trips to the coast.
3. Mix strategies.
Be creative in how you pay. If you can give influencers an affiliate offer, you make room to offer a lower rate. They earn more income from customer clicks.
This reduces risk, and you don’t pay an influencer who doesn’t get results. It motivates them to produce high-quality content. And, doing well increases the chance they will share more in the future.
4. Read comments.
We’ve all heard about the fake news, fake stories, fake followers, fake engagement. Do not base an influencer’s value on the number of followers they have. The best sign of a strong audience is in the comments.
Look at the influencer’s social channels: Are readers asking questions, leaving meaningful comments, and tagging their friends? An influencer with 10,000 followers and a 5 percent engagement rate beat a 1 percent rate on 100,000 followers. The smaller audience is intimate, and they will charge a fraction.
Pay based on engagement to get a better return since some influencer agencies already pay only for engagement. It will soon become the norm.
5. Boost content.
It costs money to boost content, but the coin goes a long way. A $25-boosted post meets thousands of more eyes, so pay your blogger to boost their post to a precise demographic. The right people will see it.
6. Gather data.
An engaged audience makes influencer marketing valuable. Once their audience sees your product, retarget. They’re more likely to buy when seeing your brand again:
- Put a Facebook Pixel on your site.
- Have influencers link to the page.
- Retarget those who visited.
Take it a step further, and let Facebook serve the ad to similar people. And, if influencers send traffic to their site, use PixelMe to create their URLs. When clicked, it will add more targets.
7. Partner up.
Having another niche brand share the cost makes your budget stretch. To promote a workout supplement to millennials, team up with an apparel brand.
You can split the cost, and influencers will negotiate if you ask for more. In other words, buy in bulk.
8. Bring gifts.
Email influencer fans offering your product in return for a post. What’s the response? If they say no, you can discuss a rate. If they agree, make it special because not paying means “No obligation.”
Cut through the “gifting clutter.” You aren’t the only brand sending gifts. Be personal. Make it stand out in a shareable way, and influencers with millions of followers will share free products because the gift thrills them. Make it feel like a gift from a friend (not a catalog order).
Investing money in influencer marketing can make small brands hesitant. If you start small, see what works, and experiment! Commit real dollars once you find a sweet niche. You can also learn from the example of three brands we admire those leverage influencers every day on Instagram:
Rhude knows influencers, and they know how to catch them repping their product. It’s a delicate balance of praising fans of your brand and stealing an unpaid moment. Try it sometime.
Hims is not shy about connecting with fans of its brand, and influencers reach out to them for opportunities. Forge a mutual respect for influencers in your market, and they will be delighted to promote your product to their followers.
As we said, don’t neglect your comments. That’s where the magic of engagement happens with fans and influencers. Knoxx uses it as feedback, and as an opportunity to increase reach.
Need help taking your brand to the next level? As the insider in men’s lifestyle marketing, The Reflex Media is here to help. Contact us for more info.