Influencer marketing combines the benefits of word of mouth, celebrity influence, and creative thinking. This new tool reinvents the advertising paradigm, and thanks to the social platforms of the influencers, the real results of the campaign can be tracked – through the audience reaching and engaging followers.
The ability of influencers to create unique content and understand their specific niche audience comes at the right time – when consumers are already saturated with traditional forms of advertising. People tend to trust their favorite bloggers and celebrities more than standard advertisements.
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The Role of Influencers in Marketing Delivery Services
The authenticity and persuasiveness of the influencers are guarantees for an effective advertising message. When consumers identify with their favorite influencer, they see the courier brand they promote in a positive light. This creates the necessary emotional attachment that other advertising methods lack.
Thanks to the possibilities of social networks and a real, measurable audience, influencer marketing is the most current approach in advertising. Collaborating with the right influencer is a way to reach the right and awesome target, and the more relevant a blogger is to the industry, the more successful the campaign will be.
For their part, the brands are able to track the real results of the conducted campaign – the greater coverage of the advertisement, the audience reached, and the sentiments evoked. In this way, people’s reactions as a result of advertising can be easily analyzed. Thus, the delivery service brand will get to know its potential users better and will be able to “fit” its product according to their wishes.
How Does Influencer Marketing Work for Delivery Services?
Instead of traditional ads, users usually search online for reviews or recommendations on blogs and social networks. In doing so, they come across bloggers and social media accounts with an existing following.
These influencers use their experiences to shape consumers’ perceptions and influence their purchasing behavior. If these experts rate delivery service positively or recommend it, they simultaneously convince the community and influence their purchasing decisions.
As a courier service, you benefit directly from the influencers’ existing reach. Through collaboration, they pass your courier brand message directly on to the relevant target group. The big advantage is that the influencers serve as intermediaries between your delivery service, and potential customers. Thanks to their role as information brokers, influencers do not convey your campaign as direct advertising, but more as a personal recommendation.
The influencer uses his or her expertise, charismatic appearance, and creative performance to make followers think the advertised service, or brand is good.
Improve Your Courier Service Image with Influencers
The increased visibility on the internet thanks to influencers’ posts also has a positive effect on your courier service image. When fans have built an emotional connection with influencers, the communication of your courier brand message is even more effective. The credibility of the influencers is transferred to your delivery service, meaning you enjoy more trust thanks to a good image.
How to Find the Right Influencers for Marketing Delivery Services?
The first step for a delivery service is to develop an influencer marketing strategy and then search for suitable influencers for its own products or services. For example, you can search social media to find a suitable influencer for the planned collaboration. When searching, you should consider the following factors:
- Does the influencer fit the target group and brand of delivery service?
- What is the aim of the cooperation?
- Can the influencer present the delivery service authentically?
- Is the content creator’s content seen regularly by followers?
Once you have found a suitable person, you should get in touch and discuss the general conditions for the planned cooperation.
Is Influencer Marketing Also Worthful for Delivery Service Founders?
If you have founded a delivery company and, ideally, have created a marketing concept, you can now consider promoting your delivery service through influencer marketing or acquiring new customers in this way. Of course, you should weigh whether it is worth it or not. This depends on what goals you are pursuing, and how high your budget is for an influencer marketing campaign.
Engaging smaller influencers doesn’t just make sense for the money. If you rely on several smaller influencers and spread your budget, the campaign can address different target groups.
The followers of smaller influencers are also considered to be more interested in the topic and you can assume that the community will engage more with the delivery service being advertised. It therefore makes sense, especially for founders, to rely on smaller influencers with a smaller reach.
Which Type of Influencer is a Perfect Fit for the Marketing Delivery Service?
Which type of influencer is a perfect fit for your delivery service from a marketing perspective depends on the intention of your advertising campaign and the reach of your potential cooperation partners. According to the Dojobusiness article, the larger the community of influencers, the less influence they have on their followers. A large number of fans does have a positive effect on the awareness of your courier brand, but the lack of a close bond leads to fewer conversions.
Micro and mid-tier influencers, on the other hand, encourage more people to make a purchase thanks to their more personal relationship with their followers, thus avoiding wastage. Also, remember that the cost of a collaboration depends on the size of the influencer on social media.
The Benefits of Influencer Marketing for Delivery Services
Being a proven method
The results unanimously prove that properly conducted influencer marketing can dramatically boost delivery service turnover. But that’s not all – other research has shown that customers attracted by influencers stay loyal to a brand much longer than customers acquired through many other channels. According to many studies, these customers convert twice as well as those who find a delivery service company through paid advertising. In short, influencer marketing allows you to build much longer-lasting, closer relationships with your customers.
Gaining new customers
Whichever platform you engage in influencer marketing on, it is guaranteed that your courier brand will reach potential customers who would otherwise have missed it. Of course, that’s not all – every time an influencer mentions your delivery service, you benefit from the authority that their followers have invested in it.
An important characteristic of influencer marketing is that many followers consider such opinion leaders as friends, and this is the basis of their value to delivery service. A potential customer views influencers’ recommendations as if they were coming from a close friend. So, when an influencer recommends your delivery service to his audience, he also provides trust for your offer.
From then on, you become not just another brand that occasionally posts something on social media, but a delivery service that this audience has positive feelings about and trusts.
Ensuring the trust of your delivery service’s customers
An influencer not only ensures the trust of your audience invested in your delivery service, but also your brand in general. This can be a great advantage, especially for newly founded companies that want to make themselves more visible in more saturated markets.
As an industry expert, you need to offer your audience great content to solidify your status—content (be it videos, articles, social posts, etc.) that resonates with and engages your audience.
You can measure the popularity of the content by, among other things, the number of interactions (usually likes, comments, and shares) – these statistics are made available to you in some form by every social platform.
Another big advantage of influencer marketing is that it makes it easier to break into different social platforms. Think about it: planning and implementing a complete Facebook or Instagram strategy requires a lot of time and invested work, but influencer marketing allows you to be present (in a sense) on different networks without such long-term commitments.
Saving money
The truth is that influencer marketing is a form of advertising that feels much less like advertising than traditional alternatives. Influencer content is far from being as intrusive as other advertisements and is usually much more targeted, in principle, the influencer’s entire permanent audience is interested in what he or she has to say.
All of this is much more beneficial than traditional advertising, which people have learned to exclude, so it’s often just a waste of money. Influencers know their audience well and know exactly what they need.
Saving time
This advantage is actually the result of two aforementioned characteristics. You save a lot of time by not having to come up with and create the influencer content yourself, and of course, distribute and track it on different channels. Influencers will definitely know what kind of content to communicate with their audience, and they usually take on the entire creation and distribution of it themselves.
Another important consideration is that customers enter a much later stage of the sales funnel after engaging with an influencer. This means that they are much more interested in your delivery service from the start than potential customers who learn about your courier brand and offerings through many other marketing channels.
Becoming more authentic
Recipients of traditional advertising are increasingly distrustful. Introducing an influencer as an intermediary who shares his or her opinion about the courier company, and its services is a great way to increase the authenticity of the courier brand and build a lasting, valuable relationship with customers.
Influencer marketing is usually based on story telling, which is very positively received by Internet users. Moreover, influencers usually come up with ideas on how to promote the courier brand so that it is consistent with their image and meets with the approval of the recipients.
Micro and Macro Influencers
This division is made due to the reach that both groups achieve. Micro influencers are people whose number of fans ranges from one thousand to 10,000. In turn, for macro influencers this number ranges from several dozen to even several hundred thousand. Importantly, this does not always mean that cooperation with them will be more profitable. It often happens that micro influencers boast more engaged fans and are considered more authentic.
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The Factors to Consider Before Deciding to Cooperate with an Influencer
Credibility
This factor is crucial for every influencer. Once he or she recommends an inappropriate delivery service or simply lies to his followers, he risks the immediate loss of his hard-earned reputation.
Before concluding any cooperation, a quality influencer always first tries the delivery service and determines the scope of the campaign. Above all, however, he will consider whether his followers will appreciate this cooperation in some way.
At the same time, this influencer does not do one-off collaborations, as his wall would be more like an advertising catalog that goes to your mailbox. Which would discourage the followers.
Connection with a well-known personality
Credibility is also crucial for a delivery company that wants to connect with a given influencer. Its degree will influence the willingness of a well-known personality to associate his own name with the courier brand.
When it comes to working with a macro influencer on a long-term basis, the influencer usually turns into a brand ambassador. The delivery company will also use his face in other communication channels outside of Instagram. There is usually only one brand ambassador. A maximum of two if the campaign communication targets men, and women separately.
Engagement
Last but not least, any delivery company that intends to work with an influencer should be interested in the engagement on his profile. Pay attention only to the number of followers, where there is a risk that these are purchased fake accounts. Fortunately, even a layman can easily detect this risk.
If a celebrity with 100K followers averages 200 likes per post, watch out. A quality influencer should achieve an Instagram post engagement of around 20% of the number of followers. Of course, this percentage decreases as the number of followers increases.
If the engagement is high, there is a high probability that his audience will also respond well to cooperation with your delivery service. After that, it’s up to you how you can use cooperation with an influencer to promote your courier brand.
Influencer Marketing: It’s a Question of Audience
To start using influencer marketing for marketing your delivery service, it is fundamental to follow a very specific strategy and consider some fundamental aspects:
Pay attention to the audience
One influencer is not like another because their target audience is very specific and must match your marketing objectives. Once you have established your objectives, it is fundamental to identify the appropriate influencers for your courier company. This requires phenomenal research to find influencers who are relevant to your courier industry or market niche, and who have an audience consistent with your target clients.
You can use research tools, such as influencer marketing platforms, social media analytics, or simple online searches to find influencers who have a good level of engagement, a positive image and who are in line with your courier brand values.
Influencer marketing is a long-term strategy for the delivery service
Keeping this in mind, it is fundamental to avoid getting your hopes up. The results will not come immediately after starting the collaboration with the Influencer. It is therefore fundamental to maintain a long-term relationship with influencers and involve them in different campaigns or courier service marketing initiatives, or even establish partnerships and make them ambassadors of your courier brand. Maintaining a solid relationship with influencers can lead to continuous and long-lasting results over time.
Influencer Marketing is not a magic solution for marketing delivery services
It requires careful planning, diligent research for finding influencers, a well-defined collaboration strategy and measurement of results to evaluate the effectiveness of campaigns.
Don’t let this fool you
It’s also fundamental to consider that influencer marketing may not be suitable for all delivery businesses. It is essential to carefully evaluate whether this strategy fits your courier company’s needs, goals and budget. In some cases, it may be more appropriate to invest in other forms of digital or traditional marketing, depending on your target audience, your courier industry and your marketing goals.
The influencer does not directly bring you clients for your delivery service
The Influencer helps your delivery company to make itself known to the most interesting audience for you, it does not directly bring you new clients. These grow if you are then able to exploit the visibility that the influencer gives you.
Conclusion
So, the role of influencers in marketing delivery services is fundamental. Basically, cooperation partners should be convinced of your delivery service’s brand. Only those who see real added value for the community will share this content with it. Influencers for marketing measures are therefore more willing to represent you if you work in the same industry as them or have similar interests.
However, the authenticity of the influencer is more important than mere reach. Delivery services usually benefit from working with micro influencers, who enjoy a lot of trust due to their closeness to their fans.
