Influencer Marketing Strategy – 6 Factors to Consider when planning your Next Influencer Campaign

by: Dustin Hawley | Monday June 17, 2019

Much like many aspects of life, one should not rush into influencer marketing without proper planning and forethought. This is particularly true for those who intend to engage in the growing trend of influencer marketing. Regardless, a well thought out strategy is still just as relevant for those who plan to follow a more organic route. Influencer marketing is a considerable time commitment, so you want to ensure you are using your time in the most effective way. It makes sense for you to first map out an influencer marketing strategy.

One of the major pain points that brands run into these days is how to reach its target audience with meaningful content when we live in a time where consumers simply don’t trust, like, or engage with most digital advertising efforts. These are the types of obstacles that keep marketers up at night.

Though it can definitely still work under the right circumstances, advertising on its own is simply not enough to reach your audience and get them to take action. You also need to build trust and establish yourself as one of the top choices in your niche. And you can achieve that with 2 tactics: a great social media marketing strategy, and partnering with top influencers in your niche. Here are six factors to consider when planning your next influencer marketing campaign.

Factor 1 - Set Clear, Attainable Objectives To Produce Success 

Before you can create an effective influencer marketing strategy, you must first determine what exactly you are trying to achieve. Your brand's goals may be something small or simple, like gaining a fixed number of extra visitors to your website or having visitors sign up for your newsletter. On the flip side, you may be looking to engage in influencer marketing with the goal of increasing sales of your product or service, with clear goals of expected growth.

Simply put, it's all but impossible for you to measure the true success of an influencer marketing campaign (or lack of success, for that matter) if you haven’t set clear objectives that can be evaluated accurately post-campaign. How you measure your ROI at the end of the campaign greatly depends on how you have performed in relation to your initial goals and objectives.

Factor 2 - Define Your Target Audience On A Granular Level

For any influencer campaign to be successful, you must know the audience you are trying to influence. And know them well. To optimize your results, you must optimize your targeting in tandem, and as specific as possible. The more granular you are in defining your target audience, the more it assists your efforts in finding the ideal influencers who are most relevant to your campaign goals.

Hopefully, have already found this audience for your business from your past efforts and data research. Even if you haven’t formally defined your target audience, you should have a pretty clear idea of the types of people who typically buy your product or service.

The worst thing many brands can do is to try and target everybody with blanket advertising. Even brands who produce everyday products like beverages and toilet paper try to differentiate their marketing and their brand aesthetic. That is why they choose certain looks, focus on different niches, etc. Your influencer marketing campaign should take a page from the same book, i.e. a demographic range that targets people who favor quality, in comparison to a demographic range for the budget conscious consumer. Tailor your focus to your branding to produce optimal results from your campaign.

Factor 3 - Prepare a Content Plan For Every Platform

Once you have decided on the goals of your campaign, and the target demographic of which your brand wishes to reach, you will want to create a content plan. Preparing a coordinated, synchronized series of content that will meet your audience’s needs will give your campaign a great foundation, and really produce the most bang for your buck. A best practice is to set up a content calendar when you decide what content you need to create and adhere to a consistent schedule.

Factor 4 - Collaborate With Your influencers to Produce Quality Content

An effective influencer marketing campaign is reliant upon your ability to produce quality content for your influencers to share, or trusting them to do so themselves. The influencers may have followers who trust them, but nobody is going to spend money simply because an influencer told them to.  Influencers often communicate with their followers in an entertaining, informative, inspiring fashion. So in order for your influencer marketing to be effective, the content an influencer shares about your product or service must also follow suit with that messaging.

If you haven’t yet employed the services of an influencer marketing agency or established strong relationships with your influencers, a good way to start is by curating high-quality pieces of your influencers’ content. sharing it with your followers. Provide them with resources they need (if any) for their content. Provide your expertise to assist them as well – whether it be data, expertise or inside knowledge of the industry.

Factor 5 - Distribute Your Content on The Platforms that Deliver Results

If you have signed up to a platform or agency and found influencers there, you will clearly set up specific campaign goals and objectives. And within those should be a unique strategy for which platform or platforms you plan to advertise on. The level of formality to your campaign will depend to an extent on the nature of your relationship with your influencers, and the intended platforms of distribution. Different platforms have different audiences and user experiences, so the way you should advertise on them must align with your buyer persona and how it matches up with your influencers content style.

Factor 6 - Measure the Results of Your Influencer Campaigns And Adjust Accordingly

Ultimately, the success or failure of your influencer campaign comes down to your ability to reach and track the objectives you set at the beginning of the process. Establishing your goals and your KPIs and measure your results so you can truly invest in your campaigns with confidence moving forward.

When your campaign is complete, you should compare your actual ROI to that of your objective. If you have met your objective, it is time to re-evaluate things and possibly activate a new campaign with a more ambitious objective. However, if you have failed to meet your objective, take a close look to try and determine the reasons why it fell short. Take note and make the necessary changes in your next campaign to see an improvement in your results.

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