Is Influencer Marketing Right for me?
· 93% of professionals say influencer marketing is effective for building brand awareness
· Influencer marketing is still a new thing. It represents a nonpromotional approach to marketing in which brands focus their efforts on opinion leaders, as opposed to direct market touch points,
· The rise of social media influencers opens up a whole new channel for companies to connect with them more directly. This way, brands are actually seducing their audience, without investing money in ads nobody is looking at.
Big brands today are taking advantage of this powerful marketing channel. In fact, global brands like lush and Kylie Jenner, David Beckham for hm products have been working with influencers for many of their campaigns. These campaigns helped drive brand awareness, lift brand interest, and increase purchase consideration.
Just because big brands have embraced influencer marketing, that doesn’t mean it’s out of reach to small and medium-sized businesses. In fact, you can launch a successful influencer marketing campaign on almost any budget.
In this post we will take you through all the steps of how to make use of your influencers
1. Start with a goal
Executing an influencer marketing campaign without a defined goal is like traveling without a destination in mind. You know you want to get somewhere, but you’re not sure exactly where you want to go. So you just move forward aimlessly, wasting time, energy, and money along the way.
Before you even begin to come up with a plan for your campaign, you need to define your goal. What do you expect to get from the campaign? You want to improve your performance, but what aspects of your performance do you want to improve? Is it engagement, brand awareness, conversions, or a little bit of everything? Or maybe you want to promote a new product
Whatever the goal may be, you should define it, and then use it as a basis for planning your campaign. Your goal will help you figure out which kinds of influencers to work with, and how you can best execute your campaign.
2. Find the right influencers
Now that you’ve defined your goal, you can start looking for influencers who can help you achieve that goal. What you need to remember is that the influencers you choose should be relevant to both your brand, and your goal.
1. Increase brand awareness: Top influencers with massive reach
2. Boost brand sentiment: Influencers known for their honest and authentic content
3. Build brand trust: Niche influencers known for creating authentic content
4. Drive engagement: Relevant micro-influencers with high engagement rates
5. Drive conversions: Mix of top, mid-level, and micro-influencers across various relevant niches
6. Promote a product launch: Industry experts and niche influencers with significant reach
These are just a few examples of the types of influencers you can choose to work with, based on some of the most common influencer marketing goals. Feel free to mix things up a bit and make adjustments based on your specific goals.
3. Provide sufficient compensation
According to Altimeter and Tap Influence, the biggest mistake you can make in influencer marketing is failing to provide your influencers with sufficient compensation. Influencers let you use their influence to reach a relevant audience. It’s only fair that you compensate them fairly for it.
At the same time, some small and medium-sized businesses have budget limitations. If that’s the case, you need to carefully plan your budget. Come up with a compensation model that’s beneficial for both you and the influencers.
4. Plan your influencer marketing campaign
Now that you understand the basics of finding, and compensating influencers, you need to think about what type of campaign you want to execute. There are many different ways to run an influencer marketing campaign. You should choose the best type for your brand, based on your specific goals.
Here are three of the most effective types of influencer marketing campaigns:
1. Help influencers set up an Instagram storefront
When launching an influencer marketing campaign, you shouldn’t miss out on using powerful social media channels like Instagram.
For example, micro-influential fitness and outdoor enthuse Zoe Szczepanek includes a link to her personal storefront in her Instagram bio. As you can see in the screenshot below, she’s also an ambassador for Spartan Race.
When Zoe’s followers click on the link, they’re taken to her personal storefront, where she posts fun and engaging photos from her Instagram. Next to each photo, Zoe highlights products from Spartan Race. If they’re interested in a specific product, her followers can click on it to make a purchase.
2. Promote a giveaway contest
Giveaways can be a highly effective component of influencer marketing campaigns. They can help you engage your target audience and raise more awareness about your business. When an influencer hosts a giveaway contest using your products, they get a chance to engage their followers, while at the same time driving engagement for your business.
Participants also had to like and comment on the post, which increased engagement on the influencer’s content. People could also tag their friends in the comments for an extra entry in the contest. That helped increase both engagement and exposure.
3. Have them create unique content
You may have come across influencer content that seemed unnatural, or even robotic, as if they weren’t the ones creating the content. That can happen when businesses try to have too much control over how influencers promote their brand or products.
In fact, the previously-cited Altimeter and Tap Influence study found that this is the second biggest mistake brands make with influencer marketing.
Influencers are influencers for a reason. They know how to create unique and engaging content that resonates with their audience. When you work with influencers, trust them to tell your brand’s story in their own voices. Trust them to create content that will engage their followers and inspire them to check out your brand.
An excellent example of this is how Target let influencers create unique content in their own voices.
In conclusion we all know and have understand do influencer marketing the right way. You understand the importance of defining your goal, and then finding influencers based on that goal. You also know some of the most effective types of influencer marketing campaigns.
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