Creating Influencer Content for Small Business Branding

the second research question (see Appendix 1). The interviewee agreed on letting the researcher publish her name in this thesis. The theoretical data is mainly collected from international sources, but there is also information obtained from Finnish studies and articles  includes questions that the interviewer is expecting to help answer the second research question (see Appendix  The interviewee agreed on letting the researcher publish her name 

in this thesis. The theoretical data is mainly collected from international sources, but there is also information obtained from Finnish studies and articles found online. are two types of data collection existing in research design: primary and secondary data (Shukla, 2008, p. 30). The material used for this thesis is partly collected through secondary data from existing 

established digital and literature sources, but there will also be gathered primary data obtained qualitative methods: interviews. A qualitative interview should be based on a list of themes or categories. Interviews can be formalised and structured, using standardised questions for each respondent, or they may be informal and unstructured conversations. 

Interviews may be categorized as structured

semi-structured-, and unstructured interviews. For this thesis, the researcher is implementing a semi-structured interview, which is a part of a qualitative research. Semi-structured interviews consists of a list of themes and questions to be covered, but they may vary depending on the interview and additional questions may be required. (Saunders et al. 2003). 

The interviewing in qualitative research tend to be flexible, responding to the direction in which the interviewees go, and perhaps adjusting the emphases in the research as a result of issues that emerge in the course of interviews. An interview guide does notare engaging the audience with awards etc. to encourage the followers to share those same interactions with 

their own social graphs According to Holly Hamann, co-founder and CMO of TapInfluence, it is the nichebased content that influencers’ produce that make them valuable for a brand. The influencers should not only be segmented by popular areas like patenting, food, fitness, fashion, and entertainment, but they can be segmented further to reach specific consumers 

like pet lovers influencer busines

and organic cooks. When identifying potential influencers for you brand there are five things to look for according to Hamann: Relevance, Engagement, Reach, Frequency and Authenticity. The first thing to look at is Relevance, how aligned an influencers' content is with your messaging. The company looking for an influencer should read through the influencers’ posts 

to get a sense of what kind of customer they are and what they like. The second thing to look at is Engagement, which is an indicator of how interactive an Influencer’s readers is with the content in the post in form of responses, comments and shares. You can indicate on how meaningful readers and publishers’ relationships are based on how the readers engage and how often they return to the blog. The third thing to think about according to Hamann is 

Reach. By this she means that marketers should resist the urge to only look at unique visitors when the fourth thing to think about when identifying potential influencers, because of a direct correlation between how often an influencer posts and her traffic and rate of return visitors. It isn’t enough with only one exposure to get visitors to check out a brands’ website, but it often 

multiple exposures When a publisher

is posting high quality content on a regular basis, readers are more likely to return, and influencers who don’t post as frequently tend to have fewer visitors and less loyal followers. The last thing to think about according to Hamann is Authenticity. Influencers who have less sponsored content on their platform they are using, tend to be seen as more trustworthy and 

authentic. A brand, service or product is more trusted when an influencer include a personal story about it than just using straight product reviewsmeasuring reach and that traffic and followers are only meaningful if the influencer is reaching the brand’s target audience. Frequency is Starting with the word make, the customer should be placed at the centre of your influence marketing efforts, like showed earlier in the customer-centric model (figure 2), 

so that companies can build profiles based on where they are in the purchase lifecycle at the moment. They can be in the research stage where they are looking for information, in the awareness stage when they may need validation from people they know, or they may be in the purchase stage and ready to make a purchase. Because of that each stage presents the need for a different tactic and outreach, the company need to identify where they are in that 

Conclusion

path so that they can connect with people and “make" influencers who will move the customer into the next stage of the purchase decision. This way you get straight to the customer via the right influencer at the right timeThe Make part of the four Ms can be attributed into two sections, Identifying and Activating. In the Identifying section the path of the persona should be identified. According to Brown and Fiorella (2013) there are two core stages in every 

influencer campaign: the Trickle and the Ripple Phases. The Trickle phase is where the message is first spread, and from here the direction of the message determines whether the campaign is successful or not. The path of a message is not as simple as just giving it to the influencer, because the noise of social media offers many distractions. To get through this Trickle Phase the brand needs to work with influencers to identify key information about the 

Each social network platform has its own attraction to certain demographics with sex, race and income playing a large part in popularity of each network. A brand should choose the platform and influencer according to what suits their target audience best. Reaction history  To understand the customer behaviour within a influencer marketing campaign the brand need to identify when customers make decisions and takes action based on the content of th