Social media is a big part of today’s society, these social platforms have opened the door for a new kind of marketing strategy, the influencer marketing. It is a fast-growing marketing strategy and the demand for influencers increasing heavily. At the same time, it’s becoming harder for companies to reach out on social media. Influencer marketing gives your brand the possibility to be seen together with influential individuals. Profiles that already have established trust with your target group are an effective way of marketing your brand.
To create a successful influencer marketing campaign, you need to have a clear goal and know what you want to achieve with the campaign. Here are four pieces of advice that will help businesses succeed with influencer marketing:
Advice #1: Identify the right customer
To start with, it is important to find the right influencer who can market towards the right target audience. But how do you know who the right one is? For your brand it is important that you find an influencer who has an image you want to associate with it. You also want the influencer to be authentic and genuine, share relevant content regularly and have many and engaged followers.
Advice #2: Set a measurable goal and come up with a budget
To know when you have succeeded you have to set up a measurable goal. What is your purpose with the campaign? Are you looking to increase your company’s growth or just grow your presence in the jungle of social media? You need to know your purpose and put up a measurable goal after that.
You also have to come up with a budget. Keep in mind that influencers cost money and it’s not just the influencer who should get paid. You have to consider all the costs around which largely depends on your expectations of the project. For example, if the influencer will have to travel for the project or how many channels the content should be shared on.
As long as you earn more than it cost – there is nothing wrong with paying influencers to share your products or services.
Advice #3: Take contact
When you have figured out who the right influencer or influencers are and you know your purpose of the campaign, it’s time to take contact with them you want to collaborate with. When you take contact, you want to get the person engaged and assume your mission. Communicate your goals, your expectations and your product/service, then try to negotiate your way to a good solution. You should aim for a deal that is favorable for both you and your potential business partner.
Advice #4: Follow up on the results
How do you know which influencer generated the most and who didn’t meet your expectations? To evaluate your campaigns, you have to measure all the small details to be able to improve and adjust your strategy for the future. It’s not always the influencer with the most followers who generates the most. It’s also about how much impact the influencer has on his/her industry and how engaged the followers are.
There is no guarantee that the campaign will be a success, but these four pieces of advice will help you in the right direction on how to create a successful influencer marketing campaign and you will learn with each campaign you create.