How to leverage the power of influencer marketing for niche tech brands
In the modern digital landscape, influencer marketing has become a powerful and effective means for a brand to reach out and engage directly with their target audience without needing millions of followers on social media or a boundless marketing budget.
Influencer marketing is commonly associated with industries such as lifestyle, fashion, health and beauty, but it can also be an incredible marketing tactic to utilise in the tech world too, particularly if you’re offering a niche product.
Leveraging the power of influencer marketing can really help a niche tech brand gain valuable visibility, generate trust and, ultimately, improve conversions. Building an influencer marketing campaign in the tech sector for a niche product requires careful consideration, a strategic approach and collaborative execution to ensure success.
In this article, we will explore how niche tech brands can effectively leverage influencer marketing to boost their brand awareness and sales.
Why Influencer Marketing Work for Niche Tech Brands?
Tech is a crowded space, and even with a niche product you’re still bound to have considerable competition. This is a problem that many tech brands face: generating brand awareness and reaching out to their target audience.
In many cases, a business like this may have a tight marketing budget and finite resources, which makes standing out from the crowd a tough task, particularly in such a competitive space dominated by larger brands.
But, this is where influencer marketing can be an absolute game-changer for your business.
Influencer marketing gives tech brands the platform to speak to their target audience with the help of content creators who will already have the credibility and the established authority in the sector.
What Are the Biggest Benefits of Influencer Marketing?
By working with influencers from well-known names to highly-influential micro-influencers, your tech brands can take advantage of a highly engaged and relevant audience, build brand awareness, and make the most of the influencers' trust and authenticity to gain the attention of potential customers.
So how does this work in practice?
Increasing Brand Awareness
Influencers already have established audiences who trust and follow their content. Partnering with influencers can help you gain serious exposure to a wider audience and increase the awareness of what your brand is and what it can offer.
These will usually come in the form of the following content:
- Videos - This could include talking about your product or service in vlogs, tutorials, challenges, reviews, and other types of videos that are popular on platforms like YouTube, TikTok, and Instagram.
- Blogs/Articles: Influencers may write blog posts or articles reviewing or comparing your products with others, on their website or on platforms like Medium, or Reddit.
- Social Media Posts: Influencers may create content in the form of posts, stories, or updates on social media platforms like Instagram, Twitter, or Facebook.
- Podcasts: Influencers may host their own tech podcasts, discussing topics of interest to their audience, interviewing guests, and sharing their thoughts and opinions.
Any influencer worth their salt will be a trust expert in their respective field. When they endorse your product or services, people listen.
In short, this means that if your tech product is front and centre of a review video the audience is likely to listen closely to what is being said and truly believe that this will be the product to help solve the issues they’ve been facing.
This can be especially beneficial for tech brands that may not have a well-established reputation and haven’t been able to get their name out there yet.
Of course, this has to be formulated in the right way, but when it’s done correctly, statistics show that 89% of businesses opting for influencer marketing claim that ROI is comparable or even better than other marketing channels.
Authentic & Knowledgeable Content
Influencers are known for their creativity and authenticity, and their content often resonates well with their audience - in fact, stats show that 61% of consumers trust influencer recommendations, compared to just 38% who trust brand-produced content.
By collaborating with influencers, you can leverage this crucial authenticity, creativity and expertise to create engaging and authentic content that showcases your tech products or services in a relatable and appealing way.
This type of content can help you connect with your target audience on a deeper level and drive engagement, leading to increased brand loyalty and potential sales.
Increased Traffic & Conversions
Influencer marketing can also drive traffic to your website, leading to potential conversions. When influencers share links to your website or landing pages in their content or captions, it can drive traffic from their followers who are interested in learning more about your products or services.
This can result in increased website traffic, higher engagement, and potential conversions, helping to drive sales for the specific products or services they’re directly referencing and also helping to increase cross sales too.
Building long-term partnerships with influencers can result in what’s known as “brand advocacy”, where influencers become genuine advocates of your brand.
Influencers who have a positive experience with your tech products or services may continue to create content about your brand even after the initial campaign, leading to ongoing brand exposure and advocacy.
How to Get Started with Influencer Marketing in the Tech Space?
As with just about every form of marketing campaign, careful consideration, strategic thinking and conscious decision making is vital here.
So, how can you get started?
Define Your Goals
The first step in building an influencer marketing campaign is to clearly define your objectives.
In other words, what are you trying to achieve with your campaign?
It could be a one of a number of things, but most commonly it’ll boil down to the following on a basic level:
- Increased brand awareness.
- Driving product sales.
- Audience engagement.
Of course, you can go as granular as you like with this process, such as “increase sales of X product by X%”. In fact, the more specific you can be, the more helpful it will be when you come to choose the kind of influencer that you’d like to work with.
Identify the Target Audience
You should have a good idea of the target audiences already, since this is crucial for any form of marketing activity.
However, for a niche business within the tech sector, it’s crucial that you identify very specific demographics to ensure that your influencer will be engaging with the correct audiences.
On a basic level you must understand the following traits for each demographic:
- Who are they?
- What are their interests?
- What are their pain points (that my product could solve)?
- What platforms are they using?
It’s very easy to fall into the trap of trying to reach as many audiences as possible, but when pushing niche products it’s better to really dial in on the specialist nature of your product and the influencer that will be promoting them.
Identify the Right Influencer
Once you’ve honed your audience demographics, it’s time to research and identify the influencers that will take your marketing to the next level.
Of course, there’s a good chance that you already have a good idea of the kind of person(s) you’d like to approach for this, but first and foremost they must align with your brand values and have some knowledge of the product you’re looking to promote.
The knee jerk reaction at this point is to approach the household name with the most followers and posts, but due to your standing as a niche business, it may not be your best bet.
This is because those with the most followers are likely to be trying to please a far wider audience demographic, which means the content is often less authentic and aimed to be more palatable for a more generalised audience.
What you need to be on the lookout for, is what’s known as a "micro-influencer”. While a micro-influencer does have less followers than a “macro-influencer”, it generally means the content is more specialised and attuned for a specific audience.
This is perfect for a niche brand, particularly in tech, since it’s often the case that products may need some explaining on the technical side of things. A good example of this is gaming PC components, such as graphics cards, where the technical side of things is very important and may need covering in significant depth from a knowledgeable source.
Micro-influencers generate 60% more engagement than macro-influencers and 44% claim that working with them is significantly less expensive too.
Authenticity and Engagement
Authenticity and engagement are critical factors to consider when selecting influencers for your niche tech brand campaign.
Look for influencers who genuinely engage with their audience, have high-quality content, and are knowledgeable about your niche. Avoid influencers with fake followers, low engagement rates, or a history of controversial behaviour.
Above all, choose influencers who have a genuine passion for tech and can communicate your brand message effectively.
Once you have identified potential influencers, take the time to build genuine relationships with them.
Follow them on social media, engage with their content, and show genuine interest in their work. Personalise your outreach and create a mutually beneficial partnership that aligns with the influencer's brand and values, can you offer them X amount of your products for example?
Develop Your Strategy
Your influencer marketing campaign should have a well-defined strategy that aligns with your brand and campaign objectives.
Develop a creative campaign concept that resonates with your target audience and the influencer's audience.
Consider the type of content you want to create, the platforms you want to use, and the timeline for your campaign. Collaborate with influencers to brainstorm ideas and co-create content that feels authentic and resonates with their audience.
Set Clear Expectations
When working with influencers, it's important to set clear expectations from the beginning. Clearly communicate your campaign objectives, the deliverables you expect from the influencers, the timeline, and any other relevant details.
Ensure that the influencers understand your brand's messaging and guidelines, and provide them with the necessary assets, such as product samples or promotional codes, to create content that aligns with your campaign strategy.
Monitor and Measure
Monitoring and measuring the success of your influencer marketing campaign is crucial. Set up tracking mechanisms to measure the performance of your campaign in real-time.
Track metrics such as engagement rates, reach, clicks, and conversions to evaluate the success of your campaign based on your overall goals.
Use this data to optimise your campaign strategy and make informed decisions for future campaigns.
Influencer marketing can be a powerful strategy for niche tech brands to increase brand awareness, gain credibility and trust, reach their target audience, create engaging content, drive website traffic and conversions, and build long-term brand advocacy.
By leveraging the power of influencer marketing, niche tech brands can effectively connect with their target audience and drive sales in the highly competitive tech landscape.