Influencer marketing is now an essential part of any 2020 marketing strategy. Not just for big brands but for the big online market also. Your customers want to see other users' content like theirs, and that's where influential people, including hundreds of millions of followers, appear.
Influencer marketing has become a recurring theme over the past few years. We are sure you’ve heard that some influential marketing campaigns have had bad results.
How can you prevent it? What are the key elements of a successful impact marketing campaign? How can you drive traffic using influencer marketing strategies?
You need more than luck to succeed in Influencer Marketing Strategy. So make your plan more solid before you launch it online or other social platforms. Here are 10 steps to ensure the success of your Influencer Marketing campaign:
- Define your goals
- Select the influencers groups
- Determine the budget
- Select social channels and tools
- Create guidelines for participants
- Launch your influencer marketing campaign
- Promote and distribute
- Reward and attract
- Measure and analyze
- Take advantage of social data
1. Define your goals
The first step in developing a marketing strategy is to determine the purpose of the campaign and its activities. The same thing applies to Influencer marketing Campaigns. Ask yourself (and your team) how Influencer marketing strategies combine with the conversion flow from the awareness phase and what goals you want to achieve.
Your influencer marketing campaign must have at least one of these four objectives:
- Build brand awareness and strengthen the brand image.
- Increase engagement and social interaction.
- Improve conversions (for example, newsletter subscriptions, free registration, shopping, etc.).
- Get information and customer data.
When you set goals for your Influencer marketing campaign, make sure the metrics are easily identifiable. These could be, for example, target numbers related to engagement or visibility on social media. Or they could be your quality target, such as people talking about your product/service.
These can also be conversions focused on sales or questions on your website.
The goals of any marketing activity are always set in context. But to ensure that they are measurable, realistic, achievable, and clear.
2. Select the influencers groups
Once you've chosen your goals and know what you want to achieve through influencer marketing campaigns, it's time to plan what kind of influencer is best for you to achieve your goals.
We can often talk about companies' celebrities and how they stay out of their marketing budgets.
In fact, there is a group of influential people that you can start with and whose budgets are much less. For example, employees themselves are the most neglected asset of any influencer marketing strategy. To get inspiration, see how our clients make their employees the best advocates of the brand.
But the most successful marketing campaigns are made with micro-influencers. Choosing an influencer with fewer followers than celebrities is more understandable.
Micro-influencers are more likely to respond to comments than big celebrities. And their followers are also more likely to participate in the content. Also, the interest of his followers often matches the content he posts rather than the followers of superstars who are attractive to his wider audience.
If you have a clear target audience (and most marketers do) then it’s even more beneficial to make a naturally effective choice every day related to your potential customers.
If you do not have enough ideas about micro-influencers, you can check out this article.
3. Manage the budget
Available budgets are acceptable in all your decisions, from the moment you make your goals, and the effective choices you make.
Some key elements for the budget you allocate are:
- Content strategy and planning
- Content creation and distribution
- Influencer compensation and other rewards
- Advertising on social networks
- Other promotions in online media
- Offline marketing
Promotions that pay influential people to mention a brand or use a product (sneakers, for example) and sharing an image on Instagram usually don't make much of a difference in the long run of your brand.
A successful influencer marketing strategy requires a monthly budget and resources. So that is aligned with your goals and objectives.
4. Select social channels and tools
Next, decide which social channels you are using to promote your Influencer marketing. There are many channels: Facebook, Instagram, LinkedIn, Twitter, Snapchat, TikTok, Pinterest, YouTube...
Rest ensure you don't have to use them all.
Choose the ones that are most relevant to you. The most relevant is where you have current and potential clients and where you and your influencers have published content that already creates attraction and commitment.
Also to choosing social channels, the right tools will make it easier for you to manage your influencer marketing campaigns.
To find influencers outside of your current audience, we suggest you take a look at Jocial. They can help you find influencers who share content within a specific topic.
You can even choose to share content related to your services.
5. Create guidelines for participants
Authenticity, Authenticity, Authenticity - it’s easy for digital natives to identify whether they are integrated with the general flow of content.
So, make sure that influencers do not try to take control of content creation. Create some guidelines that you both agree on:
It is easier for digital natives to identify if they are not integrated with the normal flow of content. So, make sure that influencers do not try to take control of content creation. Create some guidelines that you both agree on:
- The goal of the activity and scope of work
- The tone and voice of the brand and the campaign
- Examples and templates for publications
- A list of topics or information that cannot be shared publicly
- A contact person to answer questions
You can include a general template for directions in your influencer marketing strategy. But be sure to change it according to each promotion and group of influencers. If you collaborate with a celebrity to promote user-generated content, you may include guidelines as part of the formal agreement.
6. Launch your influencer marketing campaign
When you have planned and all the tools are in place, it is time to start your influencer marketing campaign. Try to think of something special for the day or week of introduction. The first days are important in setting the tone for the promotion. With our clients, we noticed that people followed what others posted at the beginning of the campaign. And the examples given by early users made a difference in the long run.
Consider starting a Facebook contest to create some extra excitement and engagement. Or, throw a launch party with participants. Be sure to provide everything you need and a photocall for Instagram that ensures and maximizes ROI!
When planning a startup, be sure to consider the content of the selected influencer. The Influencer Marketing Hub recommends creating a shared content calendar so everyone stays up to date.
7. Promote and distribute
When you put so much effort into marketing your effects, don’t forget about promotion and distribution! In fact, about 20% of your time should be spent on content creation and the remaining 80% on distribution. This is an important part of your influencer marketing strategy, so think about it carefully.
There are many ways to promote and distribute content like biological action, ads on social media, content written on your website, email marketing, and much more.
8. Reward and attract
When you promote and distribute your content, it's a good idea to return the effort to your community and interact with them! Even a simple comment or interaction on your post will make your visitors feel special and more connected to your brand. You can republish some of the best content created by your followers!
9. Measure and analyze
Do you remember what we said in the first step?
Once you've started marketing effectively, it's time to review your goals and see how your campaign responds. Social media combined with tools help you analyze your own metrics. Google Analytics analyzes where your traffic is coming from, what pages your visitors are interested in, and if the traffic translates into sales and conversions over time. Be sure to use analytics tags for links and tell your influencer that your traffic can be easily tracked!
If you haven't already reached your goal, take action! How can you change the focus or content? Are metrics and goals accurate?
10. Take advantage of social data
Your brand reach and engagement will skyrocket when you engage your audience in creating content. But you can gain insight into your customers. Personalize your written content based on how your followers interact with your content. And take advantage of the data you receive to achieve your goals by targeting ads on social networks. Also, you will find lots of content and even new product and service ideas based on customer information. If marketers have enriched customer data control, now is the time.
We are sure you can't wait to start creating your influence marketing strategy! To help you get started and structure your planning, register on our influencer marketing platform now.