Reaching younger target groups: Influencer marketing for tradespeople

Industry 4.0: More and more companies are hiring YouTube or Instagram stars as "influencers" for high-reach advertising. This allows them to specifically target younger audiences.

This article is part of the special topic Digital Crafts

But how can craft businesses use influencer marketing to make trainees, skilled workers or customers aware of their own business?

At first they were laughed at – but the The importance of influencers is growing: Around 70 percent of those responsible for social media and influencer marketing in companies attach greater importance to this form of marketing in times of Corona. For 35 percent, the importance has even "increased significantly." This is the result of a survey by the "Influencer Marketing" working group in Federal Association of the Digital Economy, which was presented at the end of April 2021. A major success factor is the high level of credibility: The Influencer marketing agency TAKUMI in a study in August 2020 that 25 percent of consumers trust influencers more than mediaIn the 16- to 34-year-old group, the figure is even 38 percent.

Long ranges

But what exactly is influencer marketing? And How do craft businesses find suitable partners? Basically, this marketing opportunity works according to a simple principle: Companies cooperate with personalities in social media, which have the highest possible number of subscribers. Popular channels include Facebook, Instagram, or YouTube. Influencers present the advertising company or its products and services on one or more occasions.

With this form of marketing, craftsmen benefit from many advantagesDepending on the influencer, reach and own goals, it is possible to get started with a small advertising budget. locally oriented influencer with a low number of subscribers not only cheaper, but also more authentic than a star of the scene. This is why influencer marketing is particularly suitable for small businesses. Influencers can not only focus on products or services, but also on specialists and Convince trainees of the advantages of a companyFor regional target groups, tradespeople should ensure that influencers have a strong local connection. Influencer marketing is also recommended for productsthat can be sent. For example, film clips in which influencers personally test new products or services have high click rates.

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Minimal scatter losses

So that Influencer campaign To be successful, companies should plan all steps carefully in advance. It is especially important that the influencer has a connection to the advertised topic, so that the advertising appears authenticAt the same time, Scatter losses minimizedTo be able to assess success later, the influencer should automatically document the number of all clicks or video clip/page views. Another popular approach is for influencers to provide a coupon code that allows the target audience to receive a benefit from the advertising company—for example, discounts or free additional services. Companies can then use the number of voucher redemptions to determine the success of the campaignAnother option is to set up a special campaign or trainee application page to which the influencer links directly.

The Costs for influencer marketing are always negotiable and depend on many factors – including the influencer's level of fame, their reach, and the advertising company's goals. Depending on the project, influencers charge three- to five-figure fees per assignment. Tradespeople should keep in mind that influencers always produce their own content, and this effort is reflected in the costs.

Specialized agencies

For the implementation of a Influencer campaign Companies have three options: The The most cost-effective way is always to contact suitable influencers yourself and negotiate all the details personally. The second option is platforms such as linkr-network.com, on which you can Find influencers willing to cooperate directly and can provide them with products for testing. The most convenient option is to hire an influencer agency: These usually offer a full service, from finding suitable influencers to planning, brainstorming, and campaign execution. When selecting an agency, companies should definitely consider References or industry experience in the craft sector. Influencer marketing can become an important component in your company's marketing mix in the medium term.

Influencer agencies and platforms

• Buzzbird.de: Full-service agency for strategic influencer marketing
• Eqolot.com: Influencer marketing agency
• HashtagLove.de: Full-service influencer marketing platform
• HitchOn.de: Agency for digital content and campaigns for social media platforms
• Influently.de: Influencer marketing agency
• Linkr-Network.com: Platform for SMEs to run social media/influencer campaigns
• Reachbird.io: Platform for full-service influencer campaigns

Checklist: Influencer Marketing for Beginners

• Acquire previous knowledge: Before you get started, trade magazines, books, or the internet can provide important basic knowledge about influencer marketing. Experiences from other companies are also valuable.
• Define goals: What do you want to achieve, e.g., improving your image, advertising your products/services, recruiting trainees/skilled workers? Who is your target audience? e.g., young people, people who wear glasses, meat lovers, owners of oil-fired heating systems, or job seekers?
• Plan implementation: Which social media networks are best suited for implementation, e.g., photo or video platforms? What budget is available?
• Search for influencers: Which influencers best match your goals? Is your focus more local, regional, or national? What reach do they offer? Hashtags like #INTERIORS or #OPTICIANS are often useful for research on social media. Contact suitable influencers, present your idea, and wait for a response and/or offer.
• Clarify details: Document all agreements with the influencer in a contract, such as the timing, number, location, and length of publications. Also, who produces the content? When are fees due? Who receives the usage rights?
• Define success control: How are successes documented, e.g., through tracking tools, links to dedicated websites, or the number of redeemed voucher codes? How many comments, clicks, or likes do contributions generate?
• Observe laws: When conducting influencer campaigns, please consider all legal requirements, such as copyright law and GDPR. Furthermore, paid social media posts must always be marked "advertisement." This also applies to the provision of free trial products.

Overview of selected social networks with influencers. Photo: © Thomas Busch