Ten Tips for Creating an Effective Influence Marketing Campaign Part 1
To create effective influence marketing campaigns paying to gain access to large subscriber bases is not enough.
The current market is saturated. Established brands and new brands seeking to gain recognition or start-up, brands are fighting for attention in crowded markets and looking for new approaches in order to stand out from the crowd.
According to Forbes Magazine, maybe influence marketing is what fits this miraculous methodology. Influence marketing is increasingly attracting the attention of brands wishing to increase their visibility with their target audience.
Why use influence marketing?
With influencer marketing proving to be more effective than many traditional marketing approaches, it is being embraced with enthusiasm by both B2C marketers and B2B marketers. Entrepreneur magazine even praised the ability of influence marketing to nurture the organic connections between a brand and its target audience or social media followers.
Marketers try to increase the reach of their brand by integrating influence marketing into their strategy and by partnering with personalities that attract large numbers of social media followers. Yet while influencer marketing is steadily gaining in popularity, many brands still don’t know how to intelligently use the influence of social media personalities to reflect their brand needs.
In our how-to guide, you will find the ten most effective ways to create a successful influencer marketing campaign.
1. Set clear campaign goals
As with all other forms of marketing, success only comes when you know what you want to do and have a clear idea of what you want to achieve. There is no substitute for a smart and cohesive strategy.
Effective influence marketing campaigns have three things in common, and these things need to be in place from the start of the campaign:
- A clearly defined target
- Clearly defined budget parameters
- The implementation of key performance indicators (KPI)
2. Identify the right influencer and the right social networks
The influencer you choose will be the public face of your brand on social media. So before deciding to work with an influencer, ask yourself if they will represent your business well. It is important to do rigorous research before collaborating with an influencer.
Study their profiles on all social networks. Check their reputation online and in the media. Make sure they don’t discuss topics that conflict with the intrinsic values of your products or services, that they are courteous, well-articulated, and that their posts are researched and well-written.
Don’t base your decision solely on the number of followers of an influencer. Micro-influencers with a lower number of followers, but with more engaged followers can be more effective and cheaper than some large influencers.
Each type of influencer plays a different role in social media marketing strategy. Make sure you understand how your influencer personal style will fit into your strategy and branding.
Once you have defined which type of influencer best suits your needs, check that the platform on which they have the most subscribers is in line with your end goals.
Each social network affects its audience and target in a different way. If your brand and strategy lends itself to visual communication, Instagram may be the perfect platform for you, while if you post videos, Facebook may be a better fit. Choosing the right social network will allow you to refine your prospects and targeting.
Likewise, it can be helpful to think about what form of engagement you want. Social media all offer different engagement opportunities and benefits. Therefore, a marketing campaign can work on Facebook, but fail on Instagram, Twitter, or Pinterest.