If we’ve said it once, we’ve said it a million times: influencer marketing is growing like crazy. Brands are discovering new audiences, identifying new partnerships and growing across social media channels like never before. If you searched for influencer marketing on Google, it would be evident it’s an effective tactic.
It only makes sense for your brand to develop a strategy based around influencer marketing, right? We think so.
But how do you develop a strategy based around influencer marketing?
Map Out Your Goals
Having a game-plan in place for your marketing strategy is step number one regardless of the campaign. Are you trying to promote thought leadership, an event, audience engagement, gain website traffic? Make it very clear from the beginning what you’re trying to accomplish. Without those goals, you’ll be working in the dark with no clear outcomes desired.
Without clear goals, the next step of your strategy will be impossible, which is to…
Find Relevant Influencers
Nothing is worse than partnering with an influencer who is clearly not a fit for your brand. You wouldn’t ask an influencer of sports cars to promote your new dishwasher, would you? Let me do you a favor and advise you against this. Making sure an influencer is relevant to your brand can mean the difference between success and failure.
Don’t discount influencers who have a smaller audience than others, too!
A larger audience does not mean a larger reach. Micro-influencers are actually more effective than macro- or celebrity-influencer. Chances are the micro-influencers you’re considering actually have a higher engagement rate compared to accounts with larger audiences. The truth is micro-influencers put out some phenomenal content, which would be reaching a hyper-engaged audience.
And about that content for your influencer marketing strategy….
Content is Still King
One of the benefits of influencer marketing is to put content in the hands of a wide audience without dealing with ad blockers. In order to achieve this content dissemination, you have to create said content. Like any other marketing strategy, your influencer marketing strategy has to have some phenomenal content. An influencer alone won’t bring in the traffic your website needs!
As you can imagine, great content and execution alone won’t ensure a stellar influencer marketing strategy. You need to measure how well your content performed.
Have Measurable Results
Numbers don’t lie. As marketers, we watch our numbers like a nervous parent: website traffic, social media impressions and engagements, click through rates–data matters. Measuring results is the only way to know how well a campaign did, influencer marketing included.
While there are several ways to view campaign metrics, Insightpool’s earned media value (EMV) feature is one of the best ways to know your ROI. From the EMV dashboard, you can view influencers in your campaign who had the highest engagement, your actual ROI from each interaction and know who you would want to partner with again in future campaigns.