Have you included influencer marketing in your digital marketing mix? Developing a world-class influencer marketing strategy is a phenomenal way to build trust, produce high volumes of content and break the noise! However to succeed with influencers, you first need to have a strong influencer marketing strategy in place.
When it comes to clarifying what influencers are, it’s important to note that anyone can be an influencer. As John Maxwell says, “In order to be an influencer, you need to love people before you can attempt to lead them.” If you have one follower, you possess influence. If you achieve one like on your posts, you’re producing engagement.
Influencer marketing — which is also known as branded content or working with content creators —is a reliable way to expand the reach of your brand on social media. There’s no one-size-fits-all approach to making this strategy work, but with the right planning and research, just about every business can benefit.
Take An Always-On Approach
Many brands implement a short-term, one-off campaign influencer marketing strategy. However to get ahead of your competition and really reap the benefits of influencer marketing, you should think about shifting to a long-term approach.
With an always-on strategy, you’ll join forces with social media influencers on an ongoing basis during the year. Here are advantages the influencer marketing strategy will bring you:
- You’ll get a steady stream of content which you can reuse in ads and social media.
- Influencer content can be reused on social media.
- You’ll have a constant flow of activity as well as engagement that is created around your brand.
- You’ll create strong relationships with social media influencers who are associated with your brand. Well-matched influencers will deliver phenomenal results for your campaign.
- You’ll evolve and optimise your influencer marketing strategy as you review your collaborations.
- You’ll save time from explaining collaboration details and negotiating compensation, which you’ll need to do with every new influencer you onboard.
- You’ll keep your brand top-of-mind by frequently targeting the same audience with your branded message.
Determine Your Goals
The number-one goal for brands who are using influencer marketing is to reach new target customers. This makes sense as an influencer campaign extends your reach to that individual’s followers.
Notice that the goal is just to reach new customers, not needed to make a sale right off the top. Driving sales is really the third most common goal of influencer campaigns. Think about how your influencer marketing campaign will fit into your broader social marketing strategy and then create measurable goals you can report on and track.
Set A Budget And Management Strategy
Be sure that you also factor in time for planning, executing as well as reviewing your influencer programme. Running a profitable influencer marketing campaign is not a set-it-and-go type of strategy. It’ll involve careful monitoring as well as follow-up.
As opposed to a more automated ad strategy, influencers are human and are often balancing multiple partnerships. This means that some may fall behind in their commitments to post on time or – alternatively – make errors in your requested tags or calls to action. You’ll need to have the time to be more hands-on with these relationships to cultivate them and refine your approach through experience about what works and what doesn’t in your niche.
Identify Your Target Market & Target Audience
Prior to identifying potential influencers or choosing any goals for your influencer campaign, you need to identify your target audience. Through creating your ideal customer profile, it’ll be simpler to understand who you should be working with as well as how they assist you with achieving your goals within your influencer marketing strategy.
In order to define your target audience, review your existing customers and then ask yourself the following questions:
- What’s your perfect customer’s demographic? Study key data points such as age, gender, income and location.
- What interests and activities do they have?
- What’s their life stage, or present stage in life? Are they retired? Expecting?
- What products do they purchase?
- What challenges are they trying to solve with your products?
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