How To Achieve success with Influencer Marketing

How To Achieve success with Influencer Marketing

Today we’ll be talking about how to achieve success with your influencer marketing if you have any plans of engaging influencers in your current marketing strategy.

Social networks have been around since the early 2000s, with apps like Hi5 and MySpace the early precursors for digital platforms that would connect millions across the globe.

The next evolution of these digital social platforms — YouTube, Facebook, Twitter, Instagram, Linkedin, and most recently, TikTok — saw the rise of users who actively created great content within specific niches and grew a huge audience in the process.

These users, now commonly known as influencers, are now a popular segment of digital marketing plans, as brands use them to penetrate customer segments and drive product awareness.

While celebrities like actors and athletes have always been used to drive awareness in a similar fashion, social platforms have made it easy for just about anybody to develop a following and become digital celebrities in their own right.

Influencers as a marketing strategy

One of the problems that digital marketing faces today is the ability to target customer segments accurately with ads. How does a video game company target its most ideal customers through Twitter?

Influencer marketing is one of the ways digital marketers can approach this problem. It works because many influencers have a niche around which they create content.

For example, Huda Kattan has built a global following as a beauty expert, while Joey Akan has created a brand for himself as Nigeria’s top music voice.

Because these influencers have the various industries in which they operate, it provides brands who operate in the same industry an accurate way to reach users who would be interested in their product.

It is also more effective at conversion than other forms of performance marketing because users tend to believe these influencers — who they consider thought leaders — more than they would a regular ad.

Creating an influencer strategy that works

First, you need to decide on what you want to use an influencer for. Typically, brands use influencing campaigns to generate awareness and drive customer acquisition.

If this is the stage your company is at, an influencer marketing campaign would be very viable.

Influencers can drive acquisition and awareness in various ways. You could give them access to your product for them to use and create content for their platforms. You could also give them a referral code they can share with their followers.

Whatever the way you choose to engage them, you should also make sure that you set measurable deliverables. Be it the number of impressions, the number of website visits, or the number of leads, it is important that your influencer marketing strategy is measurable for you to be able to measure its impact.

Your influencer marketing plan should also work with, and support, your other marketing plans. It should be considered when creating your content and performance marketing strategies so your marketing machine operates smoothly as one big engine instead of several individual frameworks.

The second and maybe the most important thing when it comes to influencer marketing is your choice of influencer. As stated earlier, influencers typically have their niches, so you must select influencers that create content for the same audience you’re trying to reach.

It would be quite stupid to approach Marques Brownlee to promote a new makeup product, no? Choosing an influencer that doesn’t have the desired impact on your target audience is a waste of marketing funds.

Depending on your goals, you should also evaluate the impact your choice of influencer has.

For example, if you’re looking at improving your brand reputation, you want someone who has a very large audience and is also held in high esteem. If you’re looking to just drive awareness though, it may be okay to use smaller micro-influencers.

And honestly, it isn’t always about the number of followers. Some influencers have a relatively lower number of followers but have higher engagement because they create better content or have a better relationship with their audience. If Conversion is a goal for you, you may be better off with this kind of influencer.

It is also important to bear in mind that your influencers will most likely be different types of content creators, so you must plan for each influencer individually, and not try to cram them all into the same box.

For example, a fintech may choose to work with two influencers — a financial expert on LinkedIn and a YouTube vlogger with a show about money. The same influencer strategy can’t and won’t work for the two of them. To get the most returns, tailor your plans to each influencer’s strengths.

Of course, it’s not every industry that has influencers, and you may struggle to find the right influencer for your brand.

For example, while a gaming company will easily have hundreds of influencers to choose from, an insurance company may not have that many options.

If you’re having trouble finding the right influencer for your brand, don’t worry… just get in touch.

We will curate a list of influencers tailored to your audience and budget and look over the entire activation campaign.

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