The creator has followers, but not your buyers.
Big numbers can hide an audience that will never buy. How we worked on it: Creators chosen for who follows them, not how many, and checked before any post.
/ 01 In short
In short
A creator with a big following is not the same as a creator your buyers trust. PromotEdge, an integrated marketing agency in Kolkata, India, since 2015, has run influencer work for brands in the trades below, including construction equipment.
This page shows the common problems and how we worked on each. Client names stay private.
/ 02 Major challenges
Major challenges in influencer marketing
These problems come up again and again. Under each we say what the work did about it.
An industrial brand thinks creators are only for consumer goods.
Mechanics, contractors and site engineers follow creators too. How we worked on it: Influencer work for construction equipment and steel makers, and for building materials brands, aimed at the people who recommend the brand.
Posts go live, and nothing is measured.
Likes are not sales. How we worked on it: For most of these brands influencer work ran together with performance marketing, so posts that worked could be pushed further and judged on enquiries.
Creator posts look nothing like the brand.
Each creator brings a style, and the brand can get lost. How we worked on it: For several brands, creators worked alongside the photoshoots and films we made, so the brand still looked like itself.
/ 03 Who it was for
Who this work was for
Consumer brands in automotive lubricants, food, fashion, lighting and tea, as well as construction equipment and steel makers and building materials brands. We do not name them.
/ 04 What we did
How we ran influencer marketing
The same order each time, adjusted to the trade.
- 01
Know the buyer
Who buys, who recommends, and who they follow.
- 02
Pick the creators
Audience checked before fees are agreed.
- 03
Brief and approve
What to say and show, agreed before posting.
- 04
Measure
Posts judged on enquiries and sales, not likes alone.
/ 05 The work
The work, as a list
- Influencer work
- Performance marketing, alongside it, for most brands
- Photoshoots and digital films, for several brands
- Social media management
Our beliefWe can't do magic alone. The more involved you are, the faster you see results.
/ 06 One team
How it worked together
Creators, social media, ads and content sat with one team, so a creator post that worked could become an ad the same week.
/ 07 Under NDA
What we can show you
The screens and results stay under NDA. A person from our team can walk you through the influencer marketing work in a 30-minute video call or at our Kolkata office.
Related
Related pages
The service, the trades it was for, and the work by industry.
Under NDA, in a 1-to-1 call
Book a 1-to-1 case walkthrough
Common questions
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No. We work under NDA, so we do not tie a client's name, screens or numbers to the work on a public page. In a 1-to-1 call we can talk you through the method and the results, and tell you what we can and cannot show.
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It can, when the creators speak to the people who recommend the brand: mechanics, contractors, engineers and dealers. It works better alongside search and ads.
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We do not publish a price list. Creators set their own fees, and our work is quoted on its own line. Book the walkthrough, then ask for a written quote.
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We look at who follows them, where they are and how they respond to posts before any fee is agreed. A big number with the wrong audience is a cost, not a reach.