What is Influencer Marketing?
The basic concept is that instead of marketing to a market as a whole, you focus on specific key individuals, or a certain groups or types of people. Also called Influence Marketing the concept is to find a person or persons that have influence within that specific group of people.
What is an Influencer Marketing Agency?
If you have a brand you would like to promote using a person who is very influential you would hire a Influencer Marketing Agency. These firms help brands engage and activate audiences internationally through top influencers. They might be bloggers, v-loggers and social media influencers. Agencies will use their unique expertise and connections to develop and assist in launching influencer marketing strategies to attract attention to your brand. Often reaching millions of people. Basically they connect influencers with brands. This goes towards the persuasion law called “Social Proof”. If a famous person in your field recommends your brand, it will be perceived as credible. Also read: Tips to use Influencer Marketing to make money
7 steps/tips involved in creating a successful influencer marketing campaign.
1. Define Your Influencer Marketing Goals
If you want to create a successful influencer marketing campaign, you need to set your goals and define clearly exactly what you want to achieve. You should determine what metrics to use to measure your success on the basis of your goals. Doing this will give you an excellent idea of what has to be done to achieve your goals. Influencer Marketing Books
2. Define Your Target Audience you want to influence
The target audience is based on the type of service or product that you would like to promote. Which demographic is likely to be interested in whatever you have to offer? What are the preferences, likes, and dislikes of your target audience? How can you present your service or product to this target audience in a way that aligns with their interests and preferences?
3. Find the Right Influencers
Finding and partnering with the appropriate influencers may be the key ingredient that separates successful campaigns from failed ones. The best way for an influencer to notice you is to research him/her along with their followers. Influencers are sometimes more knowledgeable about promoting a brand than professional agencies. Check out: Social and Brand Influencers
Influencers usually specialize in specific niches and their followers are people that have an interest in those niches. Some of the influencers publish content in various fields such as fashion, pets, parenting, travel, food, and many more. You need to find the right influencer in a relevant niche to avoid wasting important resources such as time and money.
It is important to find out whether a particular influencer is genuine or not before you start working with him or her. Browse through their previous content to find out how well the influencer aligns the sponsored content with the organic content. It is also important to find out how engaged the influencer’s audience is with his/her content.
4. Trust the Influencer with Content Creation
Influencer marketing involves one of two things: you can either co-create content with your chosen influencer or you can guide the influencer to create the content that you require. The important thing is for the content to be capable of engaging the right audience and spreading your message effectively.
It is important to be clear about the type of audience that you are targeting to reach through the influencer generated content. It is thus advisable to set up some basic guidelines on the kind of messaging and voice that you need for the content.
You should trust the influencer to create the type of content that engages their audience while promoting your brand effectively. Influencers understand their followers best and know what type of content best appeals to them. Trust the influencer to frame your message in a way that their audience can relate to.
Trusting the influencer with content creation is critical to the overall success of your campaign since they love working with brands that give them the freedom to create the content they like. A recent survey revealed that most influencers prefer brand projects where they are given creative freedom.
5. Prepare for Effective Execution
Once the content has been developed, it is now time for executing the marketing campaign that you have been preparing for. You should communicate with the influencer regularly when the campaign is being rolled out. You should also avail yourself in case of any issues, questions, or comments from both the influencer and the audience.
You should also track the views on the posts as well as the number of shares, comments, and likes. It is important to be ready to make any changes needed. You should find out whether any of your influencers are not driving the kind of results that you expect. If this is the case, you may have to exclude such influencers from your future campaigns.
6. Reward Your Influencer
You should not expect an influencer to work with your brand simply because you have offered them free samples. Unfortunately, this is one of the greatest misconception that brands have when working with influencers. Influencers usually work with brands severally if they are offered fair compensation.
It is quite clear than monetary rewards are also important when you are working with an influencer. You should consider providing your influencers with suitable compensation on the basis of their performance along with the results that they deliver.
7. Measure the Outcomes
Upon successful execution of the campaign, you should measure the outcome of the campaign. You should check whether the results align with the goals that you set at the start of the influencer marketing campaign. It is also important for determining how good or bad the performance of your campaign was.
To measure the outcomes, you should gather the necessary data and compare it with preset measures of success. You should then prepare reports regarding the campaign’s performance and then compare it with your set benchmarks. Some of the parameters you can view are the reduction of marketing costs in comparison to traditional advertising and the number of leads generated.
To see the actual performance of your campaign, you should have an ongoing campaigns targeted at promoting your brand through influencers. The results of your campaign affects both the influencer and the brand in terms of brand image and popularity. You can use various tools to measure the outcome of your campaigns including Onalytica, NeoReach, and Julius, among others.
Influencer Marketing – The Bottom Line
The 7 steps provided here will guide you to create influencer campaigns that are more effective and deliver excellent results. It all starts with a goal and does not end even after executing the campaign. It is thus important to measure the impact of the campaign thoroughly to find out what works and what does not.