We are in a generation where consumers follow prominent people that they adore and follow their lifestyle. From this, influencer marketing rose. Brands and other business owners noticed a huge advantage from fans and followers of a famous personality taking action to whatever their favorite influencer asks them to do.
In this influencer marketing strategy, we outlined the best practices in order for you to create a solid plan before engaging in such a marketing method.
What is influencer marketing?
Influencer marketing is a type of social media marketing that focuses on using people with great influence on society to market a brand. So, instead of marketing your brand directly to your target consumers, you hire an influencer who has a massive following to do the job for you.
Influencers are individuals who have a huge following on social media and are seen as experts in their respective niches. Working with the right influencers can have a multitude of positive effects on your brand.
Influencer marketing is becoming more and more popular because it delivers excellent results. Influencers have great influence over their followers and can easily persuade them to take a specific action.
Influencer marketing often goes hand in hand with content and social media marketing. Most celebrities spread the word using their social media platforms, where they have amassed a huge following. This marketing model also carries a content element because the message is delivered through enticing content.
According to Adweek, influencer marketing is currently worth 10 billion; the figure is expected to double by 2023.
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How to create an influencer marketing strategy?
Like any other form of marketing, influencer marketing needs a good strategy. Below, we are going to give you tips on how to develop a compelling influencer marketing strategy.
Identify your marketing goals
You can only benefit from influencer marketing if you know what you want to achieve from your marketing campaign. So, the first place to start when creating your influencer marketing strategy is defining your marketing goals.
What do you want to achieve with your influencer marketing campaign? Do you want to boost your site’s traffic? Do you want to generate more sales? Do you want to reach out to a new audience? Or you want to build trust with your target?
Take time to consider your business marketing needs. This will help you develop the right goal that will propel your business to success. For instance, if your marketing goal is to boost sales, then you should create exclusive offers that will entice your target audience to purchase your products.
Your marketing goals should be specific, measurable, achievable, relevant, and time-bound.
Define your target audience
If you want your influencer marketing to be successful, then you need to identify the people you are trying to influence. Marketing your brand to the wrong audience is a waste of money and valuable time because it will not yield the results you are looking for. So, ensure that you correctly define your target audience.
The tighter you define your target audience, the higher the effect your influencer marketing campaign will deliver. Research to know what your audiences are, the influencers that they admire, the time when they are most active, and what they expect from your brand. This will help you identify the right influencer who will get the job done.
Find the right influencers
Once you have accurately defined your goals and your target audience, then the next crucial step is finding the right audience. You need to be very careful here because the influencer that you choose will determine if your marketing campaign will be successful or a big flop.
There are different types of influencers, including journalists, bloggers, celebrities, among many others. It is vital to identify influencers who will motivate their followers to take action that you want them to.
Essential factors to consider when choosing influencers include topics that they cover, their following, and the relationship between them and their followers.
Choose influencers who cover topics that are similar to what your business does. The influencers should also have great influence over their followers. This way, if the influencer encourages his followers to take a specific action, then most of them will heed to the call.
Don’t just consider the following that an influencer has. Instead, consider the bond that the influencer with his followers. It is better to hire an influencer who has 1000 followers but has great influence over them rather than an influencer with 100,000 followers but has very little influence over his followers.
Connect with the influence and create a compelling marketing campaign
Once you identify the right influencers to work with, then the next step in building a rapport with them. There are many ways to connect with your target influencers. They include reaching out via phone call or email. You can also follow them online and build a relationship slowly.
How you connect with your influencer is crucial for the success of your marketing campaign. Your influencers need to understand what your brand is all about and what you want to achieve from your marketing campaign.
Influencers understand their audience better and will tell you if what you are planning to achieve is possible or not. They can also help you craft a plan that will make a great impact on their audience. However, that does not mean that you should let your influence call the shots.
You should be in charge, but you should work closely with them to help you achieve your goals. Please give them the space to be creative. After all, that is the reason why you seek their help. You will not get the result that you are looking for if you control them so much.
Track your campaign
Once your campaign goes live, you need to keep a close eye to see what is working and what is not. Make adjustments along the way if need be to get better results. Identify posts that are working well and boost them to generate more results.
On the other hand, ignore those that give little or no results. Also, change the call for action if they don’t work.
When the campaign is over, compare your actual ROI with your goals. Check if you have met your goals or not. If not, then reevaluate to see what possibly went wrong and what you can do to improve the results in the future.
If you met and even surpass your expectations, then you can use some of those strategies when formulating your next marketing campaign. Tracking and measuring your campaign can help you develop a better plan in the future.