Influencer marketing has sky-rocketed in popularity in recent years, and for good reason: it enables brands to more accurately target the right audience through advocates. So how do you launch a successful campaign and what do you need to know?
If you haven’t started incorporating them already, you better get on it because your competition already has. Influencer marketing is a strategy marketers use to leverage individuals with a strong influence to promote their brand.
Since influencers have large followings, your brand can benefit from getting in front of it. Setting up an influencer campaign may take some time and effort, but the results are sure to succeed if you do it the right way.
1. Set your goals
Setting your goals early-on is important for an influencer campaign. Since there are so many opportunities, narrow it down to what is going to benefit your business the most. If you’re a new and smaller business you might want to consider brand awareness. Other goals could be to increase sales or engagement. Once you’ve set your goal, you can start to explore the types of influencer campaigns you want to take part in.
Remember, the biggest mistake you can make is trying to target all audiences. Choose a niche audience and a platform you’re going to utilize. This will be a determining factor in the influencer you choose.
Here is a list of the different strategies you’ll need to decide on:
- Sponsored Content
- Guest Post
- Discount Code
- Brand Ambassadors
These are all strategies you need to consider using for your campaign. Depending on your budget, you can either combine strategies or only utilize one. The type of campaign you want should align with your goals. For example, if you want to increase your sales you might want to go with a discount code. Or if you want to combine strategies, you can gift your influencer with your products, have them review it and then offer a discount code with an affiliate link for their followers.
2. Determine your budget
Your budget is obviously going to play a big role in the influencers you partner with. There are many things that affect the cost of influencer marketing, including the platform and the influencer’s following. Some of the most popular platforms include Instagram and YouTube. Since these platforms are the most successful for influencer marketing, you’ll find that the cost is higher compared to Twitter.
The influencer’s following is also a huge contributing factor. Influencers with a larger following are going to charge more. If you’re trying to increase brand awareness, this may be where you want to put most of your money at.
3. Identify an influencer
There are many different methods that you can use to find the right influencer. You can go through a self-serve platform, do a manual search or use a paid platform to help you narrow it down.
A self-serve platform such as Famebit or Speakr will connect you with the right influencer to target the right audiences without you needing to do any work. The other option is to utilize a paid platform if you want to find the influencer yourself, but need assistance with the data. Or you can save yourself a buck or two and do a manual search for free. Keep in mind this is going to be a lot of work on your end to gather the data you need to pick the best option.
4. Measure campaign success
Gather your analytics from the campaign to determine if it’s been successful; track the traffic, engagement and sales that were generated by influencer posts. This will give you a good understanding of what did and didn’t work. In the future, you’ll be able to change up your strategy to improve your results.
Consumers trust the influencers they follow and will trust your brand if it’s recommended by them. By using these steps to start your influencer campaign, you’ll see your sales increase and get your brand in front of a larger audience.
Author: Katherine White writes articles for businesses that want to explore different marketing strategies. Currently, she is a contributor for 365 Business Tips and a digital marketing expert for local brands such as Mercedes-Benz of Pompano. Her educational background in Public Relations helps her tackle topics regarding strategy, branding and messaging.