Influencer marketing is no more a niche approach reserved for specific industries, as marketing tactics are continually evolving. In reality, it’s a widely used method that introduces your firm to a new audience and aids in developing brand trust. Notably, searches for influencer marketing have increased tremendously over the past few years, which shows that the trend is evident!
An effective influencer marketing strategy aids in increasing brand exposure, building authority, and connecting with new audiences. It drives traffic to your website and introduces new clients to your products and services.
Working with influencers entails relationship management, financial analysis, and meticulous planning and targeting. That’s why we have created a guide that is intended for those who are just getting started with influencer marketing, as well as those who wish to refine their strategy and branch out into different influencer tactics.
We will discuss how to find and pay influencers, how to set up campaigns, how to consider affiliate programmes, and some common obstacles marketers face along the way, as well as how to overcome them. Influencer marketing can be a powerful ally in your marketing strategy, so let’s get started!
What is Influencer Marketing?
Influencer marketing is an approach to identifying people who have a significant impact on a company or target audience. In an influencer marketing strategy, a brand partners with popular influencers for promoting their brand’s messaging or content to the audience. Influencers typically have a large and engaged audience that brands can use to establish credibility and even drive sales by sharing or mentioning their content.
Influencer marketing is about getting exposure, but it is not always about engaging with people having the largest audience.
Rather it is about engaging with people who have the right audience so that you can connect with the people who are most likely to connect with your business further.
So how do you find the appropriate influencer and build a rewarding influencer marketing campaign?
How to Create an Influencer Marketing Strategy
Follow these steps to design and launch an influencer marketing campaign for your company:
1. Decide on goals and message
You should begin by identifying your objectives, as you would with any smart marketing strategy. You should have goals in mind for what you want to achieve with the campaign. It will be more effective to begin the approach by focusing on the brand’s needs.
Defining your goals early in the planning process will help you develop a consistent strategy for your campaign, as well as provide you a sense of the metrics you should track and monitor to assess your success at the end.
Some goals that may be considered for your influencer marketing strategy include brand awareness, building brand identity, audience building, engagement, lead generation, sales, link building, and customer loyalty.
Influencers can connect with very specific audiences. Instead of you depending on numerous followers, influencers will help you assure that your material is viewed and engaged with by a specific audience who is likely to be interested in your product.
Influencer posts with a conversational tone and personal narrative stand out from the type of features- or sales-driven posts a business may create for the same product on their page.
Your message is just equally important as your goal. You don’t want to stymie an influencer’s originality or individuality, but you also don’t want them to post about something irrelevant to your brand. Decide on how you want your influencer marketing strategy as well as the message to be structured so you can keep to it later.
2. Select an Influencer Marketing Campaign Type
Once you have achieved your objectives, it’s time to consider the type of influencer marketing campaign that will help you achieve them.
In general, three forms of relationship triggers are used in influencer marketing campaigns: inspire, hire, or a combination of both.
You can convince an influencer to self-promote the content. You can hire them for promoting your business for a fee. You can also create a circumstance that integrates elements of both.
You can consider types of influencer marketing strategies like gifting, guest posting, sponsored content, co-creating content, social media mentions, contests and giveaways, influencer takeover, affiliates, discount codes, brand ambassadors, and more.
These influencer marketing strategies are not resolute or limited by any rules. They are all generic concepts for what you can accomplish with your influencer marketing plan and are supposed to be flexible.
Use one or more of these ideas to construct a personalized influencer marketing strategy that works best for your brand and audience as you make your plans.
3. Identify and Define Your Audience
You are not ready to start looking for influencers unless you have a clear idea of your goals and the type of influencer marketing plan you intend to use. You need to know who your target audience is before you can figure out who will assist you connect with them.
Spend time outlining specific details about people you want to interact with through your campaign before you start looking for influencers. It will be easy to determine the top individuals they follow and the websites they visit if you have a better understanding of your audience.
4. Find the Right Influencers
After you’ve established your target market, you can start looking for influencers that can help you achieve your objectives and connect with your target market.
As you consider your options, you can try exploring bloggers, social media stars, celebrities, industry experts, thought leaders, customers, and non-competing brands. The first stage, like any other strategy, is to conduct research. Select the platform you want to concentrate your efforts first. You can always branch out to different platforms later, but if you are just getting started, stay with one for now. Ideally, your company would already have a presence on this network or be striving to do so.
The sector you’re in is also significant when it comes to developing an influencer marketing plan. Look into the types of influencers you’re interested in during your research phase. Are you reaching out to the celebrities having a huge fan following? Or micro-influencers with less than 2000 followers? Perhaps something in the 5–10k follower range would be more of your preference. Your budget will be determined by what you select to focus on.
Start investigating individuals or brands in that industry after you have decided on the type of influencer you want to hire.
5. Track Your Outreach
When conducting research, bear in mind the following questions: Does the influencer already post about topics related to your service? Are they the real deal? Have they already worked with similar brands? A seasoned influencer will be able to present you a press kit that includes a portfolio of their work, depending on the type of influencer you are looking for. The more you invest in an influencer, the more you will want to be sure they are trustworthy.
It’s critical to keep track of your correspondence when reaching out to influencers or guest bloggers. You don’t want to miss out on opportunities to work with influencers because of an inconvenient or unprofessional process.
Next, decide how you will communicate with them. You might reach out to micro-influencers directly in a private message on the same platform. Click around their profile for more established ones, and they may give contact details for business inquiries in their bio. They may also include a website link that indicates brand affiliations.
Create a mechanism for following up and completing tasks. Create a document that tracks who on your team contacted whom, when they contacted them, notes regarding the communication, plans for follow-up communication, and the status of the outreach.
6. Track and Analyze Your Results
When you finish an influencer marketing strategy campaign, it can feel like a win just to see your business highlighted or screamed out on social media. Getting an influencer to endorse your content or messaging, on the other hand, isn’t a sign of success.
If you have met your influencer marketing objectives, you have truly succeeded.
Track and measure your outcomes to see if you have met your objectives. On the basis of the initial marketing objectives that were set for the campaign, you can use metrics to measure your progress. You can measure it through many parameters like website traffic, social mentions, page views, time on site, site users, PR coverage, follows, opt-ins, comments, likes, shares, new sales, price per ticket, revenue changes, customer retention rates, and renewal rates.
Keep track of the data from each of your influencer marketing projects so you can see what worked and what didn’t. Use the information in planning your next influencer marketing campaign. Reiterate your triumphs and put an end to any attempts that aren’t yielding results.
Influencer marketing is here to stay, but the way it looks and operates has changed tremendously in a short period of time, and it may look and run very differently in the coming years than it does today. This approach will aid you in developing your strategy, but like with any other social strategy, you must be willing to adapt.
While there are certain concerns when working with influencers, the process of building a campaign is similar to that of other marketing campaigns: research, budget, goals, discover your influencers, review, and revise.
Once you have got the hang of it, you might also want to branch out into other types of influencer marketing initiatives.
We hope that this guide has answered all of your questions and that you are now good to go!