Influence Marketing: How to Build an Effective Strategy? Part 4  

Why You Should Invest in Influence Marketing (continued)

  • With most marketing channels, effort and responsibility are placed on the same side. When working with influencers, they also want your campaign to perform, as this can lead to repeat assignments and collaborations. They are proud of their platforms and want each partnership to be successful. 
  • Younger generations trust influencers and their product recommendations and promotions far more than celebrities and other product supporters. So marketers can get the most out of it. After all, why invest in a collaboration with someone your audience doesn’t trust? 
  • You can find highly targeted influencers in virtually any niche, which means you will be able to reach your customers through targeted promotion campaigns. 
  • Influence marketing is a fantastic way to reach new audiences who actively engage with content and can offer a cost effective way to quickly increase awareness of products and businesses. 
  • Despite what many are saying, you can clearly measure ROI (return on investment) for influencer campaigns the same way you do for other channels, which means you can model continued investment based on the returns you see. 

Building a Strong Influence Marketing Strategy in 6 Easy Steps

If you weren’t considering using influencer marketing to grow your brand, we hope this article has changed your mind. 

But how do you put in place a solid strategy to get a good return on your investment?

1. Define the objectives of your campaigns

The first step to developing a successful strategy is to set your goals; if you don’t know what success looks like, how do you know what worked and what did not? 

The success of influence marketing campaigns is different for different businesses, but regardless of what it will be for you, you need to make sure to use SMART goals (Specific, Measurable, AttainableRelevant and Time-bound). 

If you invest in a collaboration with one or more influencers, what do you want to get out of it? 

Some of the common goals that are used include: 

  • Target. If you are looking to market your company’s products or services to new audiences, targeting can be an important goal. After all, if your influences are targeted, focusing on targeting can be a great way to maximize the number of people who are aware of your offering. 
  • Traffic. The other goal could be to increase traffic to your website through collaboration, both in terms of direct traffic and increasing your brand’s searches on Google. 
  • Sales and conversions. Ultimately, most marketing campaigns are all about making money. Thanks to the means of monitoring a campaign, it is quite possible to conduct one with the aim of stimulating direct sales. Using coupon codes can be a great way to encourage quick sales while still being traced back to an influencer. 

Each brand has different goals, but by setting your own at the start of a campaign, you can build everything else around it.

2. Define the target audience for your campaign

Influence marketing is only effective when your business is promoted to the right audience. 

If your target audience is the right one, you can reap massive benefits from collaboration. If you get it wrong, it can not only be a waste of time and investment, it can also be embarrassing. 

Influence marketing isn’t about reaching a large audience and just hoping that some of those who see it are interested, far from it.