10 steps to your startup’s first influencer marketing campaign – EU-Startups

If you’ve heard of the ‘influencer’ buzzword, but aren’t quite sure how to proceed, this could be the time to dig a little deeper. In times of crisis, it can be useful to think about new ways to increase your brand visibility.

Firstly, why would your startup want to try influencer marketing? Far from being your main marketing activity, influencer marketing can be a useful ‘add on’ to your online campaigns. Being recommended or mentioned by these trusted online figures is a way to get seen by new audiences, as well as circumvent traditional ad blockers. Plus, if done right, your startup can stand out as more authentic, human, and trustworthy. 

Secondly, it’s important to note that influencer marketing is not only for the stereotypical ‘instagram’ lifestyle B2C brands. It can also be leveraged by B2B startups, working in more academic, scientific or technological sectors. For example, there are many industry thought-leaders, researchers, and tech journalists that could successfully get the word out about your product on a more professional platform like LinkedIn, or in R&D circles. It just requires a little lateral thinking around which communities you want to be heard in.

Thirdly, there are 4 types of influencer: mega, macro, micro and nano. It’s not an exact science, but there are a few main differences