While influencer Marketing is all the rage, just throwing money at an influencer campaign is not necessarily going to get you results. To have a successful Influencer Marketing Campaign, you need to work with the right influencers and clearly define your goals prior to even getting started.
Here are some tips on how you can launch a successful influencer marketing campaign:
1. Consider the 3 R’s of influence:
- Relevance : A relevant influencer shares content relevant to your business and industry. Most importantly, they need to have an audience that aligns with your target market.
- Reach: Reach is the number of people you could potentially reach through the influencer’s follower base. What is important to note is that not all of their followers see all their content so the reach is always less than their follower numbers and depends on their engagement.
- Resonance: They say bigger is better, but that isn’t always the case. A huge follower count is meaningless if those followers aren’t interested in your And a smaller follower count can be very powerful if it’s a niche area. Niche influencers can have very dedicated and engaged followers who have a lot of trust in the influencers they follow. Hence, Resonance defines the potential level of engagement the influencer can create with an audience relevant to your brand.
- Know who you’re trying to influence:
Your influencer campaign can’t be all things to all people. An effective strategy requires you to speak through the right people using the right platforms to help you achieve your goals.
- Engagement and trust:
The key is trust. Your audience must trust and respect the opinion of the influencers you partner with. Without the trust component, results will be superficial. How do you tell if your potential influencer is trusted? Engagement! You want to see plenty of views, likes, comments, and shares. Specifically, you want to see these from the precise follower segments you’re trying to reach.
A good engagement rate also means a loyal following, rather than an inflated follower count bolstered by bots and fraud accounts.
The look, feel, tone and value of someone producing your content must be one that complements your own. In order to avoid your brand from looking disjointed from the influencer, they both should fit with each other seamlessly.
- Sponsorship saturation:
If an influencer is hitting a ton of followers through a paid post, there’s a good chance that their engagement might not last. Hence, you should keep an eye out for how often they are posting sponsored posts. The best is to look out for plenty of organic, non-paid content to keep followers interested, enthusiastic, and engaged. Paid posts should be less than 25% of their overall content.
Influencers with extensive reach rightly expect to be paid for their work. Free product might work with nano-influencers, but a larger influencer campaign requires a budget.
Think about what kind of payment structure makes the most sense for your goals while also considering the influencer’s needs. As a rule of thumb, videos will cost more than a post since they need to be filmed, edited and are more time consuming.
In conclusion, your goal must be to provide influencers with enough information about your brand so they can come up with the content that best speaks to their audience. Be upfront with them about what you hope to accomplish with your campaign and what your specific goals are. Most importantly, keep the conversation going and make sure it is not a one-off post and you develop a relationship that is mutually beneficial.