Influencer marketing is a strategy that involves people who have a strong influence on a brand to the target audience. It is all about using people like celebrities in marketing to persuade more customers to buy.
Today, marketing a brand with conventional marketing tools like billboards and radio faces stiff competition from other digital marketing concepts. Promoting a brand is proving more difficult today as consumers are getting more aware of the promotional content at their disposal. It is much easier to get lost among the industry competition if you don’t have an effective marketing strategy for your brand.
As the best social media marketing experts Sydney, we understand how difficult marketing can be to your business. That is why we have compiled this guide to help you choose an effective influencer marketing strategy.
1. Set your goals
What is the reason behind choosing influencer marketing and not any other? You should not start influencer marketing without defining and setting your goals in advance. You can have goals such as increasing your revenue, creating brand awareness and generating successful leads to your online store.
If your goal is to increase brand awareness, you can measure your influencer marketing’s success by counting the number of likes, shares, and comments on your adverts. It gives you an idea of how many people are learning about your business or brand.
2. What is your target audience?
After setting your goals, you also need to define your target audience. This is a useful tip when you want to customize your marketing message for a target audience to increase your results. You should consider some factors when choosing your target audience, including age, locations, interests, demographics, etc.
When choosing an influencer, you can go for one who shares the same interest as your target audience. This way, it is much easier for them to promote your brand.
3. Start with smaller communities
Yes, the most popular influencers in your industry are likely to drive more leads to your business. However, if you want to establish a reputable brand first and get short-term traffic, you should begin with smaller communities.
Some smaller communities that can boost your traffic include websites, social media groups that relate to your niche, review platforms like Reddit that talk about brands like yours, and active users on social media sites that interact with other people in your niche.
4. Know about your influencers first
In the world of influencer marketing, you should have your ears and eyes open. You are likely to meet fake influencers – those who buy followers and likes on social media sites. Most fake influencers have bot followers, and once you partner with them, you won’t be driving any leads to your business. Choose your influencer based on their values, personal involvements, and the number of followers they have.
When choosing an influencer for your brand, you should conduct thorough research on their social media profile and get to know them in person. You should check the influencer’s number of followers on major social networks and their average engagement per post.
Here is a tip for finding out if the influencer is worth bringing on board. Divide the number of engagements with the total number of followers, then multiply by 100. If the result is more than 2.70%, then the influencer can take your business places.
5. Define the content delivery requirements
When you have chosen the right influencer for your brand, you should define the content delivery requirements. This is part of the content management phase, which involves setting expectations and guidelines for the influencer, brand, and marketing agency. It is meant to let the influencer know what is expected of them in the marketing campaign management.
When discussing the deliverables with your influencer, you should touch on platforms the content should appear, the number of posts you expect, and the time you need the content live. You can also discuss paid media as part of your marketing strategy at this juncture.
6. Clarify your contract
You should handle exclusivity and usage of marketing content one at a time. Discuss with the influencer who owns the rights to the creative content during and after the marketing campaign. In case you want to repost and retain the marketing content after the marketing campaign is over, you should discuss it with the influencer and have it written down on the contract.
For the case of exclusivity, you can spell out in the contract to restrict the influencer from working with other competing brands for some time, say one year.
7. Choose appropriate content for marketing your brand
Digital media provides immense opportunities to market your brand. You should discuss all the options available for marketing your brand with the influencer. For instance, instead of the influencer publishing photos on Instagram, you can opt for Insta Stories. What about a series of podcasts on YouTube. Choose a communication channel that you believe will reach most of your target customers.
8. Promote the influencer content
Once you have the content live on target platforms, you should gauge its performance by checking the analytics. If possible, you should also optimize the content and the strategies to boost engagement.
If you want to boost online visibility on social networks like Facebook and Instagram, you can opt for paid media on such platforms. Facebook offers a paid media you can opt for if you want to increase your reach.
9. Compensate your influencers
The best you can do for an influencer when they help you grow your brand is to compensate them well. When you compensate your influencer handsomely, they will be more willing to work with you in the marketing campaign.
For sponsored content, you don’t have to compensate your influencer monetarily. You can as well gift them your products and promote your brand in the process. Gifting is another way of marketing your brand.
Additionally, if you have a paid influencer working on your marketing campaign, you can reach other small influencers easily because you don’t have to convince them to work with you.
10. Review the campaign results
Reviewing and learning from campaign reporting is essential if you want to have successful influencer marketing. If you want to understand the marketing campaign performance in full, you should get data on media value, sentiment analysis, top content, organic results, paid results, etc.
When you have all the data from the marketing campaign, you can now compare them with your initial Key Performance Indicators (KPIs) that you set at the start of the campaign. If your data is not that convincing, you should put more effort into the campaign. Change the time of posting the content or improve the content quality.
Building a strong and effective influencer marketing strategy is about planning for the brand strategy, coming up with content management, and analyzing the results. Follow the tips we have shared in this article if you look forward to your brand’s successful influencer marketing.