This is how you succeed with Influencer Marketing
Influencer Marketing has become one of the industry’s most widely used terms during the recent years. Influencer Marketing is a form of marketing where you identify people who have the ability to inspire others and have a network that you can benefit from to reach a specific audience. But how do you use this and perhaps above all, how do you measure the success for your business? Keep reading and you will find out!
Collaborations with social media profiles who has a large groups of followers is becoming more common in the corporate industry. It enables a company to reach a specific kind of group of people through various social platforms. The advantages of using influencers are many. As a marketing channel, it offers great opportunities to reach an audience that is often a very cost-effective alternative to traditional marketing.
– The challenge is however to find the right influencers that are relevant to your brand that knows how to communicate with your most important target groups, says Johanna Svensson, PR Consultant and Influence Marketing Advisor at JCPr.
Here are some key points to consider when using influencer marketing:
Clarify from the start the purpose of the collaboration and how it will be measured. For example, if the goal is to increase the brand awareness, it is the number of increased brand names or predetermined hashtag, the number of people the campaign reached and the number of times the material has created engagement you need to look at. You also need to clarify which channels your audience is using.
Find the right person for the job, identify influencers that match and can promote your brand. Ensure they can target the right demographics, age groups and people with the relevant interests. Is it a toddler’s mum, exercise enthusiast or travelers? What type of content does the person currently share? Credibility is everything! Instead of influencers, you are looking for the person who matches your brand best but also possesses a committed number of followers.
If the influencer doesn’t know you or the company, reach out and introduce yourself! Start following the person on social media to stay up to date on their activities. Then find an opportunity for a closer introduction and make sure it’s clear that you’ve taken the time to understand their profile and audience. Once you’ve gotten the first contact, keep the relationship alive. That means that you have to make sure your brand is on their radar. Once you get in touch and have their attention, ask about the possibility of working together, why you think it’s a good match and give them a brief on a suitable collaboration.
Influencers know their target audience the best and has a great understanding of what content generates the most effect. Listen to the influencer and involve the person at an early stage of the campaign for a more authentic result. From previous experiences, they know what their audience like or don’t like. Their commitment is significant as they want the content to be perceived as a personal recommendation and not as directed advertising. The odds for a successful outcome will increase if you work closely together rather than “individually”.
5. THE RESULT
The only way to know if the campaign went well is by measure its effect. What generated the most engagement and ROI? Successful campaigns have a good and detailed system for measuring the result with a clear KPI. Google Analytics can show you exactly where the traffic is generated from and if it has increased due to the influencer collaboration.
3 common mistakes to avoid:
Have a close look at the influencers account before you start working with them.
Does the person have a low engagement compared to the number of followers? Does the videos have few views? Does the social media posts only have comments such as “cool”, “nice”, “beautiful”? Choosing the wrong influencer is a waste of time and money so take your time and do your research.
Remember that you can’t have a 100% control during a collaboration with an influencer. The influencers must be allowed to give creative suggestions to generate engagement. Let the influencer create authentic content for his or her channel that will inspire and lift the brand.
THE FINAL GOAL
Set clear goals from the start to be able to follow up and see the results from the work. Without numbers or something to compare with, it will be difficult to evaluate and demonstrate which strategies and partnerships that works for your brand.