Influencer marketing has become so common in today’s digital
marketing world and it is a great tool for driving brand awareness. To get the
best results from this strategy, you need to put some effort and optimize your campaign.
So how do you do this? Read on to find out...
1. Determine your goals
Do not start influencer marketing without knowing what
exactly you want to achieve, have a clear idea of your goals from the outset. This
will go a long way in ensuring that you plan your campaign more effectively. You
may have various goals for your brand e.g. increasing brand awareness, getting
more revenue, or even generating leads.
2. Define Your Target Audience
This is one of the most basic yet so important influencer
marketing tips. Based on your target audience you will be able to strategize
your campaign. You may need to consider many factors when identifying your
target audience. This may include their age, gender, interests, location, etc.
Defining your target audience will help you when choosing your influencers and
ensuring that your campaign reaches the right people.
3. Find the right influencers
After you have identified your target audience you now need
to choose the influencers to partner with. You are supposed to perform thorough
background research about them and their social media profiles. Here you look
at the following
i.
Engagement rate- this will give you an indication
of how engaged their followers are. To calculate this, select a recent post and
take the number of likes/comments divided by the number of followers.
ii.
The range of topics they cover- this will help
you to determine whether your brand falls on their niche.
iii.
Look at the important metrics - A large number
of followers doesn’t necessarily mean everyone is paying attention. An
influencer with a lower number of followers may have a more active group that
has a higher engagement rate compared to a person with a big number of
followers. A good way to evaluate engagement is to measure click-throughs to
know how many people bother to click on links on posts.
4. Define your budget
Creating a realistic influencer marketing campaign budget is
so vital. You need to define the total influencer budget ahead of time in order
to reach your targets. You may also consider giving product freebies to
influencers or even inviting them for an industry event as your guest as a way of
enhancing your relationship with them. You will also find that micro
influencers are more expensive than macro influencers. If you are working on a small
budget you might find it more compelling to work with several macro influencers
who charge a lower fee, rather than spending your budget on one micro influencer.
5. Give influencers creative freedom
Influencer marketing is so different from traditional
marketing, while in traditional advertising you take total control over all aspects of the
campaign, influencer marketing requires
you to leave the content creation bit to the influencer. They are creatives and
they resonate with their audience and it would be good to let them fly free. All
you need to do is to optimize the content to ensure the message is clear and
all the facts are included.
6. Measure results
You must track your metrics so that you can change or adjust
your strategy accordingly. Based on your goals, you can plan which metrics
you’ll use to gauge your performance. For example, if you’re goal was to increase
brand awareness, then you might look at the number of people reached, and the
rate of engagement. You can use different automated softwares such as Google Analytics
to know where you’re getting most traffic from. If your goal is to generate
revenue, you can create custom affiliate links for each influencer so that you
can easily keep track of purchases made using their links. This can help you
calculate the ROI of your campaign.
Do you have other tips to share? Well, we’d love to hear them in the comment
section below.
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