It’s no secret that modern audiences dislike traditional advertising. So, in an age where ad blockers are rampant, influencer marketing campaigns are a promising tool to cut through the noise and distrust. Find out how you can make influencer marketing work for your business with these five tips.
What is influencer marketing?
Influencer marketing is when a business commissions an influential personality to create promotional content targeted to its existing audience. Because of the bond they with its audience, brand endorsements are often viewed more as a personal recommendation from a friend or family member than advertising. That’s what makes it so effective. How do you get the most out of influencer marketing?
1. Do your research
An Instagram account with thousands of followers doesn’t guarantee it a good fit to promote your business. The goal when choosing an influencer is to find someone with a high engagement rate who is compatible with your brand values. Depending on your goals, it may even be better to hire a relevant micro influencer over someone with millions of followers and a high charge out rate.
Look to your existing social media followers for inspiration. Perhaps there is someone who’s already following your brand who could be a good fit? If you’re unsure, you could consider asking your customers their opinion via a poll or a competition. After all, your audience knows who they want to follow. To get an idea of the candidate, be sure to inspect their content thoroughly and invite them for a chat to see whether you’d make a good match. You could also consider speaking to their references or followers.
2. Be clear in your brief
Knowing what you want to achieve with your campaign is vital. Whether it’s promoting a sale or launching a new product, having quantifiable objectives will motivate the right kind of content from your influencer. Being transparent in your brief means clearly outlining your expectations. You should think about elements such as the deliverables, the desired style and messaging, and performance indicators. Be sure to include opportunity for feedback. You can also ask for collaborative editing to ensure the product is on-brand.
3. Let them be themselves
While it is important to supervise the way your brand is being represented, you’ll want to give your influencer room to be creative. After all, you’re recruiting them because you like their content. For the promotion to be authentic, you should trust that they know their target audience and will tailor content to engage with them effectively.
4. Be ready for their audience
While the influencer will do much of the work to spark awareness of your brand, it’s up to you to convert this interest into sales. You need to implement a properly designed and curated website for your prospects to land on. You could also consider offering value in the form of a small discount or starter product to entice conversions.
5. Tie it all together
While influencer marketing is an efficient tool, it’s better not to put all your eggs in one basket. By using it as part of a larger campaign, you will cast a wider net and, therefore, increase conversion rates. You could also merge it with your content marketing strategy, repurposing their posts or creating your own material featuring them.