The partners of Gerris Corp have been offering successful and impactful managed influencer marketing campaigns for more than a decade. We act as a middleman between buyers (usually agencies or brands) and influencers, although we mostly do not have exclusivity with influencers we do have quite a lot of influence and sway. We have no proprietary technology and charge a flat monthly fee for the campaign.
The first step in influencer marketing is to identify influencers. Influencers are specific to discrete market segments, and are used as conduits to the entire target segment. While there are lists of generic influencers (such as the Time 100) they have limited use in marketing programmes targeted at specific segments. You can use social media tools to find influencers based on keywords or those that belong to specific industry verticals.
Influencer marketing has emerged from a variety of practices and studies, including blogger outreach and digital PR, in which focus is placed on key or types rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, markets, and verticals, and orients public relations and marketing activities around these influencers.
While influencer Marketing is not synonymous with word of mouth marketing (WOM), influence may be transmitted in this manner; thus WOM is a core part of the mechanics of Influencer Marketing. Influencer content may be framed as testimonials where they play the role of a or reviews themselves, or they may be third parties, so-called value-added influencers such as bloggers, journalists, and so on.
Influencer marketing tends to be broken into two sub-practices: earned influencer marketing and paid influencer marketing. Earned marketing stems from unpaid or preexisting relationships with influencers or third party content that is promoted by the influencer to further their own personal social growth. While we are not best known for paid influencer marketing campaigns, they can take the form of sponsorship, pre-roll advertising or testimonial messaging and can appear at any point in the content. Budgets vary widely and are usually based on audience reach.