You cannot pull off an effective influencer marketing campaign unless you work with the right social media influencers. In this guide, we are going to teach you how to achieve these objectives. Developing the right influencer marketing strategy is critical if you want to succeed.
However, it is good to begin by understanding what an influencer marketing strategy is and why it is essential. You cannot start looking at the steps before you know what you are talking about in and out. The definition will help you to understand the tips, tools, and how-to on any subject.
You can use an influencer marketing template to set up the right strategy. The custom template will help you to plan for your next campaign and select the most appropriate social media influencer to work for your case.
The Definition of Influencer Marketing:
Influencer marketing is a type of collaboration. Businesses usually collaborate with influencer persons to promote their products. It doesn’t matter whether you are dealing with products, services, or campaigns. The original form of influencer marketing was celebrity endorsement.
However, in the modern world of digital marketing, creators of social content who have niche audiences often offer a lot of value to businesses. These individuals have engaged and dedicated groups of fans on social media. These people are what we call ‘social media influencers.’
Over two-thirds of retailers in North America use some influencer marketing strategy. Besides, over 50% of digital marketers in the United Kingdom and the United States spend over 10% of the marketing communication budget on influencer marketing. It means that we cannot underestimate the role that influencer marketing plays in the success of brands.
The spending on influencer marketing will continue to increase over time. More than two-thirds of marketers will increase the amount of money that they spend on influencer marketing this year.
There is no doubt that influencer marketing can produce high business results. A recent survey in the United States revealed that more than 34% of Instagram users bought an item or consumer service because of the recommendations from influencer marketers.
Most influencer marketing professionals prefer to use Instagram as their platform of choice. 89% of these professionals’ state that Instagram is the most effective channel for influencer marketing.
Approximately 30% of the influencer marketing content that you get on Instagram is in the form of stories. There is a high likelihood that this number will double this year. We now have a swipe up feature for linking out from Instagram stories for accounts with only 10,000 followers. Therefore, stories are an excellent platform for sharing and linking to brand content.
However, this does not imply that you ignore other platforms when making your influencer marketing strategy. Close to 25% of daily Facebook visitors make purchases basing on recommendations from bloggers or influencers. With Twitter, close to 29% of users make purchases from influencer marketing. Therefore, you have to use multiple channels when planning for your influencer marketing strategy.
What is Social Media Influencer?
The simple definition of an influencer is a person who can influence the actions of other people. With this in mind, social media influencers are people who wield those influences through various social media platforms. The form of social media influence varies, and there are no two influencers who are similar.
The right influencer marketer will be able to reach out to your target audience. These experts will help you to build trust and drive engagement with your current and potential clients. Social media influencers achieve this objective by creating engaging and original content. These experts are not keen at following a template advertising style that the brand uses.
Therefore, you have to make sure that the vision of the social media influencers you are working with aligns with that of your brand. You need someone who can create the right influencer marketing strategy for your brand.
Influencer marketing professionals can have millions of followers. Kendall Jenner is one of the renowned influencers in the global market. She has 108 million fans and gets millions of likes on her branded posts regularly.
You need to work with a social media influencer who has built a reputation in this industry. Social media is indissolubly tied to almost all elements of our daily life. It has changed how human beings communicate, how they share information, and how they make decisions. Instead of turning on the television to get entertainment and news, the audience turns to Twitter and Facebook to learn about the world that is around them.
Besides, instead of reading articles in magazines about where to eat, shop, and go for a vacation, consumers seek the recommendation of influencers on Snapchat stars, Instagrammers, and YouTubers. Having the right influencer marketing strategy will help you attract a new audience and build a loyal client base.
Nowadays, people are spending very little time on traditional media like television. However, the time that people spend on various social media platforms has grown by more than 60 to 90 minutes a day among internet users in the United States.
The increase in the use of ad blocking has also become a significant concern for marketers. The technology blocks the digital display of ads such as banner and pre-roll ads. These ads precede YouTube and Facebook videos from getting to the target audiences.
While responding to these modern trends, the use of influencer marketing increasingly continues to replace traditional forms of advertisement. It is one of the practical approaches to reaching out to the online audience. Currently, 84% of brands plan to implement an effective influencer marketing strategy in the next twelve months.
One of the studies revealed that 82 percent of consumers take the advice of social media influencers. These clients use the recommendations of influencers to buy a product or consume a service.
Even though there is high growth in influencer marketing, most business leaders are still not sure of how to leverage the power of social media starts. These experts can help you to gain a competitive advantage in the market. You should learn how you can develop, launch, and even measure the effectiveness of your influencer marketing campaigns.
In the remaining section of this article, we will be looking at how to develop a successful influencer marketing strategy in ten steps. You cannot use the wrong approach and expect to get excellent results. The truth of the matter is that launching the first influencer marketing campaign can be an impossible task.
The case can be worse if you are a marketer that has never worked with a social media star. Before we break down the whole process into a ten-point marketer influencer strategy, it is crucial to conceptualize all the above information. With this in mind, you will be in a better position to understand how influencer marketing works on social media. 0798392163
1. Determine Your Budget, Audience, and Goals:
Like any other advertisement initiative, the initial step in developing an influencer marketing strategy is to determine your budget and establish the target audience. You cannot succeed in this strategy without knowing how much you are willing to spend on influencer marketing.
You also need to set the KPIs (Key Performance Indicators) or goals for your campaign. It is the best way to know the direction that your influencer marketing strategy is going to take. It will also help you to determine the type of campaign that you are going to create and the influencers that you will bring on board.
Make sure that your influencer marketing strategy has SMART objectives. The best beginning point is to understand where you are and where you would like to go. Use a plan that is specific, measurable, attainable, realistic and time-bound.
2. Choose the Best Platform for Your Influencer Marketing Strategy:
The primary determinant for the platform that you choose for your influencer marketing strategy is your audience. Remember your goal is to reach to as many people as possible on social media. Therefore, you have to know where your audience is spending most of their time.
Some of the common social media platforms for influencer marketing include Instagram, Facebook, Snapchat, and YouTube among others. The demographic characteristics of your audience will determine where they spend most of their time.
You cannot force your customers to switch to a particular platform. The customers are your boss, and hence you have to get to them on the social media channels that they are already using. Choose a social media platform that will yield the most successful campaign.
What works well for industry A may not work for industry B. Therefore, you have to carry out a lot of research to determine what will work well for your niche. The secret is using social media channels that command a large volume of your target audience to implement your influencer marketing strategy.
3. Set Up a Publishing Schedule for Your Influencer Marketing Strategy:
You have to make sure that the content of the influencer is impactful. Therefore, look at the ways you will coordinate the campaign launch with the other initiatives of advertisement across the various social media platforms. After choosing an influencer, he/she will know the time their followers are most engaged. These professionals will take advantage of optimal publishing times and peak days for the best results. You can be sure of having a successful influencer marketing strategy on social media as long as you bring the right professionals on board.
4. Get the Right Social Media Influencer:
Seventy-five percent of marketers assert that the biggest challenge when rolling out an influencer marketing strategy is identifying the right social media influencer. However, you can simplify the whole process by checking every social influencer before you make the initial contact. It is also advisable to partner with well-established influencer marketing agencies and companies to succeed in this process. The best social media influencers should align with the messaging of your company and brand identity. These experts should be having high levels of engagement on their content. You need someone who will correspond professionally and promptly.
5. Outline Your Influencer Marketing Strategy:
After choosing your preferred social media influencer, you should communicate what you expect from the campaign. Create a campaign brief that encompasses copy points, goals, and creative guidance. However, don’t try to exert a lot of control over the content of the influencer. These professionals know what resonates with their audience best. As a marketer, it is good to collaborate with social media influencers as they develop your campaign content and never dictate them.
6. Negotiate Rates and Draw Up Contracts for the Influencer Marketing Strategy:
Most social media influencers have a ‘rate card’ that comes with pre-determined compensation figures. However, you may need high levels of negotiations when dealing with multiple campaigns. After reaching an agreement., the two parties should sign a legal contract that stipulates the licensing rights, publishing schedule, deliverables, and payments. It is good to have a binding agreement for your influencer marketing strategy as this will keep both of you accountable.
7. Review of Campaign Content:
Before you launch your campaign take time and review all the elements of influencer-related content to ensure that it has all the required copy points. The social media influencer marketing strategy should also align with the messaging of your brand. The plan should also adhere to the guidelines of the Federal Trade Commission (FTC) concerning the right disclosure of sponsored content.
8. Launch Your Influencer Marketing Campaign:
After reviewing and approving all your content, you can give the go-ahead of pushing the campaign ‘live’ as per the schedule. It is good to monitor your social campaign carefully and document all the notable engagements at the time. Sponsored content tends to generate a high level of social attention a few minutes after you publish.
9. Amplify and Optimize Your Influencer Marketing Strategy:
You need to share sponsored content on your social media platform if you want to enhance the reach of your influencer marketing campaigns. You should also ask your social media influencers to do the same across all their social media platforms. It all depends on how you agree with your social media contract.
You may also decide to publish more content that will direct your audience to visit the videos, photos, blog post, or snap chat story of your campaign. These experts will also optimize your campaign by modifying the wording that is on the call-to-action button of your content.
10. Report and Analyze Your Influencer Marketing Strategy:
Collect as much data as possible to assess the success of your influencer marketing campaign. Collect as much info as you can including sales, click-through, engagement, views, impressions, and all the things that will help you in determining the performance of your campaign. To objectively determine how engaging your campaigns are, compare the performance of your sponsored content with the standard metrics of the influencer for the non-sponsored content.