Influencer marketing and e-reputation: a winning synergy for brands

Two concepts have come to the fore in recent years: influencer marketing and e-reputation. While the former involves collaborating with influencers on social networks to promote products, the latter is the perception Internet users have of a company or brand. Together, these two elements have become the key to a successful digital strategy. This article explores how they work and interact.

What is influencer marketing?

Influencer marketing is based on the use of “influencers” to convey a message and/or promote products to a targeted audience. These influencers, often present on social networks such as Instagram, YouTube, Facebook or Twitter, generally have a large community of followers who follow them and are influenced by their opinions and recommendations.

The different types of influencers

Influencers fall into several categories, depending on the size of their community and their expertise:

• Macro-influencers: with hundreds of thousands or even millions of followers. They occupy an important place in the media landscape and frequently collaborate with major brands.
• Micro-influencers: their community is smaller (generally between 10,000 and 100,000 followers) but often highly engaged. They have a particular expertise in a field (fashion, beauty, high-tech, cooking…) that makes them a force to be reckoned with.
• Nano-influencers: they have fewer than 10,000 followers but enjoy a high level of credibility with their audience. Their message has a strong impact and can be successfully relayed.

Setting up an influencer marketing campaign

To develop a successful influencer marketing strategy, several steps must be followed:

1. Define your objectives: it’s essential to know what results you want to achieve, in order to guide your strategy towards the type of relationship you want to build with influencers.
2. Identify the right influencers: look for people whose audience matches your product’s target audience, and whose themes are in line with your brand image.
3. Negotiate the terms of the collaboration: after drawing up a precise brief on the elements to be promoted and the constraints to be respected, it’s time to discuss content formats, the number of publications, deadlines, etc. with the influencer.
4. Evaluate results: analyze the impact of the campaign (number of views, likes, shares, increase in conversion rate…) to adjust strategy if necessary.

What is e-reputation?

E-reputation, also known as “online reputation” or “digital image”, is the opinion and perception Internet users have of a company or brand on the web. It is built primarily through consumer opinions, comments on blogs and forums, and articles published in the online press. Managing your e-reputation therefore involves monitoring what is being said about a brand, and intervening where necessary to rectify erroneous information, respond to criticism or provide additional information.

The challenges of e-reputation for businesses

• Credibility: a good e-reputation confers a positive, professional image on a company and reinforces the trust of customers and prospects.
• Search Engine Optimization (SEO): the larger and better a brand’s digital presence, the more likely it is to rank well in search engine results.
• Loyalty: a well-cared-for brand image encourages satisfied customers to return and recommend the company to friends and family.

Methods for optimizing your e-reputation

Here are a few ways you can help yourself to a positive e-reputation:

1. Animate your social networks: regularly publish quality content that generates interest and engagement.
2. Monitor reviews: use monitoring tools to detect positive and negative comments and respond appropriately.
3. Multiply sources of information: create a blog, take part in interviews or join forces with other brands to diversify your online presence.

How can influencer marketing improve e-reputation?

Influencer marketing and e-reputation are closely linked: a well-executed influencer campaign helps boost brand awareness and image, while a good e-reputation facilitates collaboration with recognized influencers. The benefits are numerous:

• Greater visibility: by working with influencers with a large number of active subscribers, you can promote your offer to a wide audience potentially interested in the product.
• Increased engagement: influencers are tasked with creating attractive, engaging content around the product, encouraging their audience to visit the brand’s website and interact with it.
• Credible recommendations: as influencers are perceived as experts in their field, their advice and recommendations have a significant impact on their community.
• A word-of-mouth effect: when an Internet user is satisfied with a product recommended by an influencer, he or she can in turn spread the word about it, generating new customers for the brand.

In short, the alliance between influencer marketing and a well-managed e-reputation is essential for companies wishing to increase their brand awareness and sales. From selecting influencers and working closely with them, to monitoring the impact on social networks and review platforms, every step must be carefully planned and executed to ensure the success of the overall digital strategy.