Marketing has always been about pushing a brand to a target audience, “selling” the idea of a product or service to people and actively promoting it. It is a push tactic aimed at sending out a message to get your audience to engage with your brand.
Influencer marketing is a strategy that utilizes the influence of a person who has a strong impact on their audience on social media. An influencer campaign should have the effect of inspiring brand loyalty and drive people to take the desired action. Not all influencer marketers achieve the desired results. Many times, there are no set out goals, and the campaigns end up as noise.
As advertising costs continue to soar and reaching the target audience becomes more difficult due to the growing noise on social media. Following sound principles will ensure that your brand stands out in the online environment. Here are the five (5) steps to help you create a more effective influencer marketing campaign.
1. Set Your Influencer Marketing Campaign Goals
Before you set out to start an influencer marketing campaign you must define what your campaign goals are. The set objectives for a marketing campaign determine what steps to take to achieve that goal, the kind of influencer to use, and the Key Performance Indicators (KPIs). Having a clear course of action is all you need to get the ball rolling.
Although the goals for brands that offer similar products or services may differ based on location and several other factors, you may want to launch an influencer marketing campaign to further engage your target audience or increase sales, especially for a new product or service.
Your set goals will determine the KPI for measuring the success of your campaign. If you are looking to increase brand awareness, your campaign will be different than if you had a goal to increase your sales. Your KPIs would also be different as you would be analyzing customer engagement and the growth of your fan base.
2. Identify Your Target Audience
The next step towards creating an effective influencer marketing campaign is identifying your target audience. Knowing the group of people that you intend to reach while marketing a particular product will ensure that your resources are well spent. They could be a small fraction of the group that is interested in general products or services in your field.
If you are trying to break new grounds, the consumer demographic information should be researched to help you understand their behavior. You need to understand the things that appeal to them to enable you to develop better ways of keeping them engaged and entertained. Their preferred social networking platform and multimedia content also play an important role.
For instance, a brand that sells hamburgers may be targeting college students who prefer fast food as they cannot afford proper restaurant meals. You can further unlock new opportunities for your brand by considering individuals that are always on the go; like truck drivers or field workers who barely have time to sit for a proper meal. Sometimes you have to get creative to find the right influencer audience that you want to reach. It’s important to think out of the box and test each audience to determine their ROI.
3. Find The Right Influencers For Your Brand
With the brand goals in place and target audience identified, it is time to find suitable influencers that can quickly connect and create lasting impressions to grow your brand’s reputation. The perfect influencer should be able to sell your brand in ways that are in alignment with your set goals.
Identifying the influencer’s relevance in the industry, language and posting style, online activity, and the range of audience that can be reached is necessary. You should also ensure that you get a good Return On Investment (ROI) whether you decide to go with a micro-influencer, macro-influencer or celebrity.
Audiences tend to respond to or communicate with micro-influencers more because they seem like the everyday consumer. The influencer’s history on the chosen platform is necessary as it helps you to determine the rate of success of the campaign. Knowing the brand campaigns and other marketing projects that your influencer has taken part in will go a long way in helping your brand to stand out.
An influencer that may have said something negative in the past or works with similar or rival brands might be unable to create the kind of impact that you want as they soon lose credibility in the eyes of the audience. Micro-influencers are believed to be very authentic, having a huge impact regardless of the number of followers that they have.
4. Determine User Generated Content Goals
The way that content is generated for influencer marketing campaigns is important to ensure that it has the right level of impact. With a properly generated message, your target audience will stay fully engaged while their value for your brand.
Whether you are co-creating or guiding influencers to come up with impressive ideas, the content should be clear, concise, and capable of engaging the right audience, to spread your message effectively. Audience type often determines the tone of the developed content, whether it should be technical or just simple and funny.
Certain guidelines should be drafted to ensure that there are no misunderstandings with the influencers. Agree on important aspects of the influencer’s contract as well as the number of posts each day, and the scheduled time for making posts for increased engagement with the target audience. Even after the contract expires, the influencer should not post a negative comment about your brand.
Some influencers may need your assistance in creating thought-provoking content as they may not have enough information regarding the new product to go on. As audiences now have short attention spans, your content should be well researched and in the language that they can easily understand and relate with. You can take advantage of translation, proofreading, and localization services from online providers like The Word Point to break the walls between you and your potential customers.
5. Analyze Influencer Campaign Results
It is necessary to monitor the outcomes of every influencer marketing campaign to help you understand its efficacy. Your set goals should determine what your analysis should look like, and the collected data shows how well your brand is doing in the online environment.
Several tools can be used for analysis, some of which are made available by the social networking platforms or an influencer marketing platform to allow you to monitor the performance of your campaign.
Other third-party analytical tools that can be used to track the progress of your marketing campaign and monitor audience engagement rates are:
Setting up a good strategy when it comes to influencer marketing would yield the best results when it comes to promoting your brand. It is important to note that consumer behaviors keep changing, and marketers are expected to stay up to date on emerging trends to ensure that they remain relevant in their industry.
Try to maintain a flexible budget while running a campaign that is in line with your goals as you partner with these influencers to amplify your marketing reach. Conducting proper research on the interests of your target audience, the strength of your competitors and your brand’s online presence would ensure that there are no surprises while marketing your product.