In an increasingly becoming digital world, individuals who have built a significant online following are seen as influencers. As more consumers relate to these online influencers, brands are prompted to team up with online ambassadors to represent their business and help achieve their marketing goals.
An influencer marketing campaign, at its core, is a form of publicizing where the focus is placed on specific key individuals instead of the target market as a whole. These campaigns tap into a certain individual’s existing community of engaged followers.
A survey revealed that running influencer marketing campaigns provide brands with a great return on investment (ROI). “n average, businesses are making $6.50 for every $1 spent. 70 percent of businesses are seeing a return of $2 per $1 spent,” according to the survey.
It is a common misconception that only brands and companies with large marketing budgets can afford running influencer marketing campaigns. But startups and small businesses should not miss out on the opportunity. The main goal is working with influencers in your niche that have already established trust and a two-way communication with their followers.
When done right, an influencer marketing can effectively increase brand awareness, improve social media engagement, drive traffic, and ultimately, boost sales.
Here are a few tips that could help get you engage with your audience in a memorable, organic and more compelling way:
Determine objectives and set KPIs
Before anything else, you have to clearly identify your target market, set a budget, and build key performance indicators that would help you measure the campaign effectiveness.
Among the KPIs you should consider are the reach, views, engagement, clickthrough rate, subscribers and sales.
Based on the profile of your intended audience, strategically select which social media platform will work best. Study your objectives and figure out which social media channel will work best to achieve them. Remember, a marketing campaign on Facebook will not have the same result if your run it on Twitter or Instagram.
Choose the right influencer
Data-backed strategies prove to be more effective. So when you are planning on running an influencer marketing campaign, make sure you research extensively.
Take a strategic approach and choose your influencers carefully. Any influencer you select will represent your company and act as a brand ambassador. Don’t solely base your choice on the number of followers an influencer has. Instead, consider how well they could represent your brand.
Sure, an influencer in your niche with a million followers can easily seem like a perfect fit. But if they are engaging in hate speech on other platforms, your choice will negatively impact your company as a whole.
So before making any decision, ask yourself:
- Does this person reflect my brand mission and vision?
- Is this the best individual to represent my brand?
- Does this person discuss controversial topics that are against my brand values?
- How does this person treat their follower base?
- Does this person have a dedicated and engaged audience?
- Have they demonstrated success in similar influencer marketing campaigns?
Look at the entire digital media presence of this individual. Ensure that they have a good online reputation and have no bad press in their history. Keep an eye out for red flags that may hurt your brand in the long run. Ensure that their posts are well structured and respectful.
More importantly, keep in mind that the follower count is not everything. Consider an individual’s engagement rates. Who knows, you may find a small-scale influencer with even better engagement. Having a series of sponsored posts that are well crafted may have better results than spending your entire budget in one influencer for just one post.
Make room for creative freedom
These influencers achieved their popularity and followership because of their unique personality. As such, it is important that you allow them to have some level of creative freedom in crafting a post to promote your brand. Why? Because what you think may work for your brand may not work with their audience.
You have taken the right steps in choosing the right influencer for your campaign. So the influencer you will be working with is someone whose values and style complement yours. Let them promote your products and services in their authentic voice.
Consumers today are very discerning. So the more organic your post seems like, the better chances you get to convert. But to ensure that the content aligns with the requirements and your guidelines, audit it before it gets published.
Have you experienced running an influencer marketing campaign? If so, did you gain significant ROI?