Influencer marketing has brought about a major disruption to the traditional world of advertising. Today, consumers are more tuned into their social channels than TV channels, which is why influencer marketing works so well.
So what is influencer marketing? It’s where the focus is placed on influential people rather than the target market as a whole (hence the name influencer marketing). By identifying individuals who have influence over potential buyers, marketing efforts can be shaped around these influencers (think celebrities or other influential industry people) and placed within their social media outlets. When done well, it doesn’t look like an ad at all. The key is for these posts to feel like advice from a friend. Authenticity is critical; therefore, it’s not as easy as it appears.
Thinking about influencer marketing? Check out these steps to take to ensure an authentic campaign:
- Pinpoint influential people relevant to your industry
- Create a budget
- Get in contact
- Plan & execute campaign
- Measure success
Pinpoint influential people relevant to the targeted industry
Influencer marketing started with Hollywood celebrities promoting designer brands on their social media. Today, influencer marketing encompasses all business types. It’s important to note that a company doesn’t need a Hollywood celebrity to create an effective influencer marketing campaign. At this point, marketers should think about influential people in their industry with whom they could connect.
Create a budget
Before reaching out to the influencer, it’s important to have a ballpark idea of what they’ll be paid for promoting a product or service. Marketers should be realistic, set a manageable budget and be ready to negotiate.
Get in contact
With a budget in place, it’s time to connect. The first step is to reach out to the influencer through social media and engage in conversations with them to build a connection (preferably about the related industry, product or service). Then, the marketer should explain who they are, along with a brief description of their business and ideas of how they might partner up in their marketing efforts. If the price is right and they believe in the product, a marketing influencer may be born.
Plan & execute the campaign
Now it’s time to plan the campaign and clearly explain expectations to the influencer. Campaigns are different for everyone, but the bottom line is to increase brand awareness and sales. Once the campaign is planned, set a start date and launch the influencer marketing campaign!
The campaign has ended and now it’s time to measure success. Ways to measure ROI include growth in follower counts on social media platforms, increase in product sales, increase in web traffic and conversion metrics to name a few. These are important factors that will determine the effectiveness of any marketing campaign.
Influencer marketing can be extremely effective today. Setting a strategy, identifying the right influencer and messaging, and driving all efforts to a company website or landing page for that all important conversion is essential. Not ready to do it alone? We can help- talk to us today!