
From Chelsea FC to influencer marketing

Influencer marketing for dummies: The breakdown
“Influencer marketing is essentially the power behind word of mouth,” says Jeffries.“The way we talk to people has evolved, and is conducted largely through social media these days.”Moreover, these messages don’t have to be communicated in obvious ways, says Jeffries, they don’t have to be an obvious post of the influencer with the product, they can be content-rich posts, videos, or even include the influencer visiting the business and attending related events.
Always look at the value of influencers
Although the world of influencer marketing is relatively new, it has undergone a series of re-evaluations about what constitutes effective influencer marketing, and what doesn’t. This starts with the level of impact an influencer has over their followers, Jeffries explains further…“It’s the engagement levels that businesses should be looking at if they want to work with an influencer.”“There’s no point for a brand to work with an influencer based on the fact they have a high number of social media followers if the influencer does not engage with them, nor has any impact over them,” he continues.
Gaining that crucial ROI
“The level of effectiveness and commercial ROI for businesses depends on what the followers are doing with the content the influencer posts,” says Jeffries. “When assessing the commercial power of an influencer, we ask ourselves a series of questions,” says Jeffries. “Does the content resonate with followers or not, and are followers actually going through and purchasing the goods and services advertised in that content or not?”How Jeffries shapes campaigns for clients
I’m a ‘traditional’ SME, why would I need a social media presence?
Jeffries is not only passionate about social media influencers, but he is also passionate about businesses embracing the commercial possibilities social media, as a platform, has to offer everyone… “Not having a social media presence is detrimental to any brand, whether they are a goods or a services provider,” says Jeffries. “When customers want to know something about the brand, they no longer just google it, they look at the brand’s social media channels, and if there isn’t anything there, they won’t trust them.”Which social channels should businesses capitalise on?
“Twitter is more of a customer service tool, it won’t do much to bolster a brand’s revenue,” says Jeffries of the social media stalwart. “Whereas Instagram should be seen as a portfolio of a brand, it’s a natural instinct for customers to search out a brand online, it doesn’t have to be depth as long as there’s a presence there, that’s fine, as long as your mission is clear,” he says. “It doesn’t matter if you’re a construction company, potential clients will want to see how you come across as a brand online and what your culture seems to be,” he continues. And with that, our meeting concludes, and Jeffries is off for another meeting to discuss expansion plans abroad…watch this space…Share this story