Influence Marketing: How to Build an Effective Strategy? Part 6
Building a Strong Influence Marketing Strategy in 6 Easy Steps (continued)
5. Find the right influencers and contact them
Depending on the goals of your campaign, you need to decide if you are going to work with macro-influencers as part of your campaign or if you are going to work only with engaged micro-influencers.
Both have their place in different strategies, and there is no right or wrong approach. However, when it comes to finding influencers to collaborate with, the path is very different between macro and micro-influencers.
If you are looking to work with well-known influencers, it is almost certain that you will have to approach them through an agent, with for example, the Ministry of Talent which represents a whole series of influencers. It is very rare that they deal with their own collaborations.
Most people reading this article will be looking to work with micro-influencers, and the good news is that often you can spot them and approach them yourself.
But how do you find the right influencers?
You can start by analyzing hashtags and determining who your competition is working with, but the most effective way to find the right people to work with is to use a dedicated tool created for this purpose.
Here are some of our favorites:
Test a few and compare their characteristics; find the one that’s right for you and your industry.
And once you have identified a number of influencers who could help you meet your campaign goals, we recommend adding them to the Social Media Toolkit (you can add them as ‘competitors’) so you can quickly and easily see their top performing content.
It’s important that you can understand in more detail the type of campaigns that engage these influencers to make sure you engage with them in a way that their audience will find as engaging as possible.
When it comes to working with influencers, it all comes down to how you position your brand and campaign.
6. Track the results of your campaign
You have several options for tracking the performance of your influencer marketing campaign.
If you are looking to monitor activity on different posts, you can do so by assigning each influencer a hashtag to use in addition to their posts on social platforms; this greatly facilitates monitoring and engagement with campaign activity.
To track traffic and sales, you want to give each influencer a personalized tracking link or coupon code so that you can directly attribute a return to each influencer and calculate the ROI based on their specific compensation.
You can also request stats from each influencer by stating so in the agreement to understand the real reach and engagement of each collaboration.
The more you know about the results of the campaign, the more you can make informed decisions about your future collaborations.
Influencer marketing is perhaps the fastest growing channel right now. It opens up a whole range of possibilities for brands seeking to increase their awareness in a targeted manner and to place their products and services in front of new audiences.
If you haven’t yet used this strategy as a way to boost your growth, it needs to be seriously considered. After all, if your competition is using it, you might fall behind. And if not, you could gain a significant competitive advantage from it.
By building a solid strategy, you can work with influencers to target the specific audience you want to reach, track progress, and understand what contributes to your goals.