5 Tips For Building A Successful Influencer Marketing Campaign
There are no two ways about it, social influencer marketing is now an all-important piece of the marketing pie and brand budgets are growing year on year. Research reveals millennials and Gen Z trust what influencers say about a brand more than what a brand says about itself, but how do brands using social influencer marketing make sure they see return on their investment?
We’ve put together a list of five key things to consider before embarking on your next influencer marketing campaign to make sure you set yourself up to achieve ROI.
Tip 1: Think about your goals
Four words: Define. Your. Campaign. Goal.
Before you start scrolling your social feed for influencers and firing off emails, take stock and carefully consider what you want your campaign to achieve. Brands can often be hasty, racing off when they see competing brands connecting with influencers, leading to subsequent regret when the campaign doesn’t achieve anything of substance.
Of the 34 multinational companies recently surveyed by the World Federation of Advertisers about their influencer marketing approach, 86% revealed they use influencers to boost brand awareness, but influencers are also used to reach targeted/new audiences (74%) and to improve brand advocacy (69%). Your campaign goal might be one of these, or maybe it’s something else, like driving sales or increasing social media followers on your brand accounts. Whatever it may be, your goal will shape your campaign, affect which influencers you work with and help you track the campaign in the right way.
Tip 2: Choose quality over quantity
The temptation with influencer marketing is often to reach out to those influencers with the most followers, but reach doesn’t always equal influence. Consider both your brand audience and your influencer marketing goal when choosing which influencers to work with. If it’s sales you’re after, engaging influencers with proven sales results and seeding discount codes might be the way to go. If reach and brand awareness is your goal, you’ll probably be looking to engage an entirely different set of influencers. Spend time researching the influencers you want to engage, get to know the kinds of content they share and most importantly, what their communities care about.
Tip 3: Be patient
It’s important to remember that influencer marketing often isn’t about immediate results; its power lies in the ripple effect unique to social media. By engaging influencers to post useful, engaging evergreen content, your campaign’s relevancy will potentially be felt long after its time. Locating and targeting the right influencers, those with loyal communities that will champion your brand or product, will mean that the impact of your influencer marketing campaign could be felt for weeks, even months to come.
Tip 4: Use the data to track success
The great thing about influencer marketing, and digital marketing in general is that everything can be tracked. See a spike in your website traffic? Google Analytics can tell you where that traffic came from. To track the impact of your influencer campaign, monitor reach, engagements and audience growth across platforms to determine which platforms, influencers and marketing channels are generating the most leads. If driving sales is your campaign goal, consider setting up tracking links and promo codes unique to each influencer, so you can monitor clicks and sales.
Tip 5: Enlist an expert
Navigating the world of influencer marketing can be overwhelming as things change so quickly, but engaging the help of experts in the field, who have a history of building influencer strategy and working with influencers to get results (whatever the marketing goal might be) can be the critical difference between a campaign that succeeds and a campaign that fails.