How To Choose The Influencer For Your Cross-Border Selling?
- Wynne Liu
- Apr 28, 2023
- 3 min read
What is Influencer marketing?
The rise of social media has elevated the influence of word-of-mouth by enabling the promotion of products or services to targeted audiences through influential individuals, giving birth to influencer marketing. People tend to rely on recommendations from individuals they trust when making purchase decisions. A survey by Rakuten Marketing revealed that 63% of consumers said they were more likely to make a purchase from a brand that used influencer marketing, which makes influencer marketing more effective than traditional advertising. As a result, influencer marketing has become an increasingly powerful marketing strategy.
Influencer marketing is a marketing strategy that involves partnering with individuals who have a significant following on social media to promote a product or service to their audience. These individuals, known as influencers or key opinion leader (KOL), are typically experts or celebrities in their respective fields or niches, and their followers trust and value their opinions and recommendations.
Influencer marketing can take various forms, such as sponsored posts, product reviews, brand collaborations, and affiliate marketing. The goal of influencer marketing is to leverage the influencer's authority and influence to increase brand awareness, reach new audiences, and drive sales or conversions
How Impactful is Influencer Marketing?
According to a survey conducted by Influencer Marketing Hub, businesses that implemented influencer marketing campaigns saw an average return on investment (ROI) of $5.78 for every $1 spent.
A study by TapInfluence and Nielsen Catalina Solutions found that influencer marketing can drive 11 times higher ROI than traditional digital marketing channels.
According to a report by Mediakix, 89% of marketers say that influencer marketing ROI is comparable to or better than other marketing channels.
Are you considering marketing your products or services across borders?
With the increased accessibility of the internet and the popularity of e-commerce platforms, many businesses are now expanding their reach beyond their domestic market. However, choosing the right influencer for cross-border promotion can be challenging. It involves questions such as where and how to find influencers, and whether their image aligns with the business's values and goals.
Research shows that the consumer attitudes and behaviours remain highly localised, despite the increasing level of globalisation. This is where Geo-Targeted Influencer Marketing comes into play, as it allows businesses to target specific regions and reach the right audience through the use of localized influencers. Businesses often choose to work with influencers who are located in the specific region they are targeting, and who have a significant following in that region.
Geo-targeted Influencer Marketing is that it can increase authenticity and optimize brand impact for the target audience. This is because influencers are able to develop content from relevant local perspectives, drawing on their regional expertise and knowledge, which is strongly associated with that area.
To further enhance the effectiveness of geo-targeted influencer marketing, businesses can consider working with influencers who originate from the target region, but are based overseas. This approach can help to increase resonance with the target audience, as influencers who live abroad are often seen as more authentic and relatable.
For instance, consider a group tour provider in Paris looking to market their group tours to Chinese customers from China who plan to travel to Paris. Rather than hiring an influencer based in China, the business could increase the impact of influencer marketing by collaborating with a Chinese influencer based in Paris. This would increase the authenticity of the content and resonate more strongly with the target customer group.
The question now is how can one find the influencer?
Categories of Influencers
Each industry has unique preferences when it comes to selecting influencers. Generally, brands prefer to work with influencers who share similar interests and expertise in their specific industry. Influencers can be categorized into three groups based on their location and background: Study, Work, and Live.
"Study" - Influencers who are studying abroad or have recently graduated from a university located overseas.
"Work" - Influencers who have been living and working abroad for an extended period of time or are on long-term job assignments.
"Live" - Influencers who may be young families that have immigrated overseas or retirees who have chosen to live abroad.
By exploring creative approaches and thinking beyond traditional methods, influencer marketing can offer endless opportunities.
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