Brands are increasingly competing in the ever-crowded digital spaces, always looking for that one advantage to set them apart from the crowd. One solution to reaching out to a defined audience has been influencer marketing campaigns. Quickly, influencer marketing has replaced certain forms of traditional advertising, as marketers realize they can increase their reach by partnering with personalities that have large followings on their websites and social media platforms.
Although influencer marketing has grown significantly popular year after year, many are still unsure as to how to use the influence of social media celebrities to create successful influencer marketing campaigns. To bring you up to speed, wee compiled a quick guide on how to create a winning influencer marketing campaign.
- Determine Your Goals
To execute a successful influencer marketing campaign, you need to do three things: identify your target audience, set your budget and establish Key Performance Indicators (KPIs).
Some of the KPIs to consider include:
- Audience reach
- Increase in followers
- Choose The Right Social Media Channels
The platforms you use will largely depend on what you are selling and your end goals. You can use different platforms to reach different audiences and demographics. Beautiful photos of your product are better on Instagram, while eye-catching videos will perform better on Facebook. Choosing the right social media channel will allow you to target your specific group of customers.
You will also need to consider the type of attention you want to achieve. Social media channels offer a variety of engagement possibilities and detail should be observed in setting up campaigns for each individual platform.
- Identify The Right Influencer
Remember, the influencer you choose will be representing your brand, so before you choose one, you need to ask yourself, “Does this person represent my brand values?” A thorough research will be important at this stage. Before contacting a potential influencer, look at all their social media profiles, verify that they do not have a bad reputation online or in the press, check they do not discuss topics that would undermine the value of your products or services, and ensure they are polite, articulate, and that they write well-researched posts.
TIP: Don’t base your decision on the number of followers of your potential influencer. Be sure to include in your research micro-influencers who, instead of charging you thousands of dollars for one post, will allow you to put together a more prolonged campaign or give you the chance to use numerous influencers at one time.
- Choosing An Influencer
Your chosen influencer’s voice needs to align with your brand so that it feels authentic to your audience. There are a few ways to identify these people:
- Do a hashtag search to find out who is already posting about your brand
- Do keyword research
- Use an influencer marketing tool
- Ask others for recommendations
Don’t forget to ask the influencer to show any positive past results they have for similar work. This helps you both see their success and be sure that they are able to communicate with you quickly and succinctly.
Remember that you are not building an infomercial with a celebrity telling your audience to buy your products. Instead of listing all the benefits your audience will gain from buying your service or products, make sure your influencer generates organic posts that make it obvious and relevant to your consumers.
As an aside, your company might think long-term about investing in building your CEO’s profile and helping them to become a influencer. Business to Business influencers are often writers, keynote speakers or experts on Quora, and the role of many PR teams in agencies or in-house is often to ghost write content for these CEOs to make help them become influencers.
You may Like: Copy writing tools for digital marketers!
- Think About your Publishing Schedule
To run an effective influencer campaign, you need to coordinate all your social media platforms and align your efforts with all your other marketing endeavors, such as events, new blog posts, press releases, and more. Developing your marketing strategy around your influencer marketing campaign will help you push your audience through your sales funnel.
TIP: It is important to be tactical with your timing. Never ran a campaign when there is a major news break. This dilutes your visibility
- Review and Optimize content Before Publishing
Before any posts are published, you need to ensure your content aligns with your campaign requirements and your advertising guidelines. Although you must give your influencer creative freedom, it is important your review all posts, images, and videos before they are published. To amplify your influencer marketing campaigns, be sure to promote posts before and after they are launched. This will allow you to put further emphasis on calls-to-action within the posts and publish more content relating to your campaigns.
7. Measure Your Results
As with any marketing campaigns, you need to make sure that your influencer campaign is performing to the best of its ability to deliver ROI. Review the initially defined KPIs and answer these questions: Have you made progress? What have you learned from your audience? Which posts are performing the best? Which posts are underperforming?
There are five musts to a successful influencer marketing campaign and these are:
- Use relevant hashtags.
- Split your campaign budget to use more than one influencer.
- Share your influencer’s posts.
- Always negotiate pricing.
- Ensure your contract includes the period of time your influencer will work with you.
By following the step-by-step tips outlined above, you will be able to create a deeper connection to your audience, helping you build on your brand’s visibility, enhance your product and service awareness, and communicate with your audience in a more natural and effective way.
You can also check out the top skills to look for in a digital marketer