Influencer marketing to leverage the trust & credibility of the Internet's inner circle.

At Action Marketing, our strategies are customized based on the individual business and its unique needs and goals. Generally speaking, the cost of influencer marketing varies based on the size of the individual’s follower base. However, Action Marketing seeks to gain as many placements as possible by simply providing free product to key influencers. Once we have audited your influencer marketing strategy, we will work together to determine a budget and influencers that will be the best fit for you.

Technically, when an influencer posts content about your product or service, they own the rights to it. This includes any photos or videos featuring the content. An image rights agreement is how we ensure that you have rights to use any of those images or videos for your own social media platforms and other uses as well. Typically, the agreement will specify the terms of use for those images, but ultimately, you will be able to use them in any future marketing campaign that does not involve the influencer.

Given that influencer marketing is still a relatively new field, there are very few legal requirements you need to be aware of. Most important to note is that many social networks are now requiring that any sponsored posts be labeled as ads so viewers are aware that what they are looking at is, in fact, an advertisement.
In addition, there are a number of best practices you should abide by to keep your company and the influencer safe. As with any business arrangement, a contract should be negotiated, written, and signed prior to the campaign’s launches. This helps to eliminate discrepancies.

At Action Marketing, we track results by creating UTMs or coupon codes for every influencer a client works with and for each platform on which the post is featured. With these in place, we can track revenue that is the direct result of the campaign, each influencer, and specific posts. For example, an influencer may have a UTM provided to link in the Instagram story and a coupon code to share in a post on their feed. As customers use the link or coupon code, we are able to track the revenue back to that specific influencer.

Once you have identified the influencers you want to work with and the details of the agreement have been negotiated, the campaign will launch. Typically, the agreement will include stipulations around the number of posts the influencer will share, as well as the timeline. So long as the influencer follows these guidelines, it is best to let them have freedom in the way they talk about the product. You are working with them because of their voice and style, so if you try to change it, their audience will know and may not be interested in your product.

By establishing themselves on social media platforms, influencers have developed a significant following of people who trust their opinion. If an influencer features or recommends your products, some of that trust is transferred from the influencer to your brand. When a company connects with an influencer whose individual brand and audience align perfectly with the product, that’s when the true magic happens in an influencer marketing strategy. All the new eyes on your product via cross-platform content increases both brand awareness and your own social following. In a way, it is the same principle that makes referral marketing work, but at a larger scale.