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How To Build An Influencer Marketing Strategy
Contrary to popular belief, the power and influence of influencer marketing are by no means abating. Quite the opposite, as more businesses than ever before include influencers in their core marketing activities.
But how to get an influencer on board in the first place, and ensure they are the right fit for your brand?
The answer lies in the following (and surprisingly simple) five-step process:
1. Find the right influencers
First up, it is essential to ensure the influencers you bring on board are right for your business. This means going beyond checking out their portfolio of work, and getting in touch with them directly. Send them DMs and emails, converse with them at length, and really get to know them. Ensure that their own views, values and beliefs align with those of your brand, and consider whether their personality and character are suitable to represent your business.
2. Consider compensation
This refers to how you intend to compensate influencers for their efforts, which can sometimes become an awkward subject. You could offer them a commission based on future sales, or a lump-sum figure on a per-post basis. Even if you reach out to a micro-influencer with a compact audience, don’t instinctively assume they will work for free. Some will, but the overwhelming majority will expect something in return for helping you out.
3. Empower your influencers with creative control
The reason you are bringing an influencer on board is that they have more influence and appeal than you. Consequently, they also know more about engaging and influencing their audience than you do. Attempting to micromanage an influencer is a recipe for disaster. Give them the creative freedom they need to do their thing, and put your trust in them from day one. If you are not comfortable doing so, they are clearly not the right influencers for you.
4. Lay out clear expectations and agreements
An influencer marketing campaign without clear objectives cannot and will not succeed. Neither will a partnership be forged on the basis of vague agreements and ambiguous aims. You need to be crystal clear with your influencer as to what you expect of them, just as they need to be 100% honest with regard to their capabilities. Don’t expect overnight miracles, and don’t expect your influencer to perform the impossible. Be realistic, be patient, and be honest and open with each other at all times.
5. Track your content and campaign results
Last up, it is essential to track your KPIs and social media metrics at all times. Examples of these include audience growth, engagement rates, link clicks, conversions, traffic, comments and accumulation of social signals. This is the only way you’ll gain insights into which aspects of your influencer marketing campaign are producing the desired results. Discuss your findings with your influencers, and work together on a campaign that targets continuous improvement.