Influencer marketing is one of the most effective marketing strategies for expanding your business reach, increasing your credibility in your niche, and establishing yourself as a thought expert in your industry.
Studies show that about 40% of consumers had purchased a product or service from a brand after seeing it advertised by an influencer they follow on Facebook, Twitter, Instagram, or YouTube.
As consumers are becoming aware that they are being followed around with promotional content, it is easy for them to see through. With about 47% of consumers using Adblockers, influencers are the next marketing tools to get your brand’s message to your audience. The authentic and legitimate recommendations from influencers make it possible for brands to use them to boost brand exposure and engagement.
In this article, I am going to show you five strategies that will bring you success if you decide to leverage influencer marketing for your brand’s marketing strategy.
What is influencer marketing?
Influencer marketing is the use of individuals (influencers) who have built a trusted and loyal community in a particular niche to endorse a brand or its products and services to their loyal followers. Many influencers use their popularity to establish their consulting businesses or company.
Gary Vaynerchuk is an influencer whose name is synonymous with his organization. He is considered an influencer in digital marketing, he speaks at marketing conferences around the world, his expertise in the marketing field has elevated not only his profile but his company VaynerMedia as well.
Influencer marketing doesn’t necessarily mean capitalizing on an individual’s image to increase sales but using the individual’s expertise in a particular niche to influence others.
How can you use influencer marketing for brand visibility and engagement?
Here are five influencer marketing strategies that will give you success in your industry.
1. Set Your Goals and Define Your Target Audience
To start an Influencer marketing campaign, you have to set your business goals and define your target audience; otherwise, you will be on a path to failure. You need to know why you want to start an influencer marketing campaign by having clear goals and defining which audience you want to target with your content.
Set Your Goals
When it comes to influencer marketing, there are many goals that a business can achieve, including increasing engagement and reach, brand awareness, sales, and lead generation. Setting goals will help you to plan and measure your marketing campaign. The goals also help you to know which metrics you will use to measure your campaign’s performance.
Goals and metrics
If your business goal is to use influencer marketing to increase brand awareness, engagement, and reach, you should measure metrics like comments, shares, likes, and impressions. These metrics give you an idea of the number of audiences who have seen your content and have engaged with it.
Secondly, if your goal is to increase sales, you can measure which sales came from influencer campaigns by creating a unique affiliate link for your influencer. The link will make you track all the sales that came through the affiliate links of your influencer. You will also be able to determine your return on investment by calculating the cost per acquisition of the campaign.
Finally, if your business goal is to generate leads, you can generate a custom link to your landing page for your influencer. Based on the leads that you get from your influencers link; you can use the information to determine your ROI by calculating the cost per lead.
Define Your Target Audience
Goals cannot be set without a specific audience in mind. Whatever goal you set; it is going to be influenced by the audience that it reaches. Even though it seems like defining your target audience is a primary step in campaign planning, it is very vital when it comes to creating a successful influencer marketing campaign.
Knowing your audience will help you to strategize your marketing campaign, so it is essential to put many factors into account when defining your target audience.
Things to consider when defining your audience includes, demographics, age, interest, and many more, this will help you reach the right audience with your campaign. It will also guide you in determining which influencer to collaborate with since you can easily search for the influencer who has followers that you want to target.
2. Research Your Influencers Thoroughly
One of the things to consider when starting an influencer marketing campaign is to check if your influencer is genuine and authentic. The rise of interest in influencer marketing has made many people buy fake popularity for themselves, to be seen as influencers, and that has led to a spike in influencer fraud.
Influencer fraud is when ordinary people buy followers, comments, and likes from third party websites to inflate their engagement and follower count on their social media profiles. They do this, to attract brands who will pay them for their ineffective campaign. Collaborating with fake influencers will yield a loss for your business because there will not be real engagement on your content.
It would help if you did thorough research on the influencer you want to work with before collaborating with him. This will help you minimize the loss your brand might be exposed to. You can do your checks by studying their social media profile and reviewing the average engagement they get on their post. Checking if they have also worked with reputable brands in the past will help you make an informed decision.
3. Go for Quality and Not Quantity
When deciding on choosing an influencer for your campaign, look for influencers with quality, engaged following that match your defined target audience, than going after influencers with more follower count but less quality engagement.
Choose to collaborate with influencers who have an influence on the audience you want to target. You shouldn’t work with influencers based on follower count but look for influencers with high-quality engaged following because these are some of the factors that will give you a positive ROI.
The number of influencers you decide to work with also matters. You will be better off working with 2-3 influencers with a highly engaged following which matches your target audience interest, than working with 10 or 15 influencers whose audience are not people interested in your industry and do not get high engagement on their post.
4. Allow Influencers to Use Their Creativity
When it comes to influencer marketing, influencers have the power to use their creativity in crafting a brand’s content and how the content is distributed. Each influencer you decide to work with may have a different way of endorsing your brand or your products and services; therefore, you should allow them to do what they do best.
As a brand, you should know that influencers have a broad knowledge about their audience and they know the type of content that their audience will highly engage with, so allowing influencers to use their creativity in how they approach their audience with your brand, will go a long way to increase the success rate of your campaign.
You should monitor the activities of your influencers, to make sure that they are following your brand’s guidelines but allow them to use their creativity into pushing your campaign agenda.
5. Build Long-Term Relationships with Influencers
As a brand using influencer marketing as part of your marketing strategy, you should consider building a long-term relationship with the influencers you work with.
Building long-term relationships with influencers will be beneficial to both parties. As a business, it means the influencer has more knowledge about your operations, and you can trust them to create a high-quality and authentic post. For influencers, it creates more opportunities for you; you will be the go-to influencer the brand comes to, anytime they want to do an influencer marketing campaign.
By leveraging long-term influencer relationships, you are likely to unleash all the superpowers of your influencers to your advantage.
Hopefully, my five influencer marketing strategies have helped you learn how to embark on a successful influencer marketing campaign from the planning stage to the execution stage.
Influencer marketing campaigns can be one of the best tools for a brand’s marketing strategy, but it becomes successful only if you’re willing to follow all the strategies in this article.
It is essential to know your influencer’s audience interest before deciding to collaborate with them.