02 Dec How to Launch an Effective Influencer Marketing Campaign [INFOGRAPHIC]
It seems like influencers are everywhere these days. We see them posting images on Instagram, hosting live streams on Facebook, and uploading product reviews on YouTube. It’s no secret that influencers have an effect on consumer habits.
In fact, this undeniable power has prompted 73% of marketers to allocate a budget specifically dedicated to influencer marketing. And influencer marketing budgets are increasing in 2020.
When implemented properly, a collaboration with an influencer increases brand awareness.
Influencers are experts in their niches. Whenever they share something with their followers, it generates engagement. This makes them perfect representatives for brands that want to create a buzz online.
If you’ve already decided to launch an influencer campaign, here are a few things to take into consideration:
Perform Thorough Audience Research
Any marketing strategy without proper audience research is doomed to fail. It is crucial to collect information about your audience prior to choosing the right influencer to collaborate with. You should examine where your target audience usually spends their time online, and what specific type of content they most-often consume. That way you’ll know who to collaborate with. It’s important to work with someone whose style and followers align with your brand objectives.
How Brand Influencers Can Drive Business Revenue Growth
To learn more, check out the infographic below created by Washington State University’s Master of Business Administration program:
Consider Working With a Micro-Influencer
Even the most experienced marketers make the common mistake of working only with influencers with a massive following. By focusing only on follower count, it’s easy to overlook some very important details: relevance to your industry, engagement levels, and content quality.
Micro-influencers have fewer followers than macro-influencers, but they generate better engagement. They are good at publishing content that drives interaction, making them suitable for brands that want to gain consumer trust.
Another crucial step before reaching out for a collaboration is to check the authenticity of the influencer to avoid fraudulent accounts that purchase fake followers and engagement.
Establish a Healthy Partnership with the Influencer
A great collaboration starts by building a genuine connection with your influencer. The influencer is more likely to be motivated to post engaging, authentic content with a personal touch, if they genuinely like the brand they are endorsing.
So, as a marketer or business owner, make it less transactional but be specific about the details of your campaign. Campaign specifics such as content type (image, social-media story, livestream, etc.) and what hashtags to use should be laid out properly before publishing sponsored posts.
It’s also important to not interfere with the influencer’s unique style and tone. Their followers (your target audience) will detect the difference if you do.
Measure the Success of Your Influencer Campaign
Calculating the campaign metrics is the final step. Make sure you’re hitting the numbers by measuring the reach (the total number of people who have seen your post) and the engagement rate (impressions, views, likes, comments, shares, and reactions). Making informed adjustments based on the results will increase the success rate of your influencer marketing campaign.
Remember that the strategies that worked for you last year may not have the same result this year. So learning to adapt to current trends will help your brand stand out in the overcrowded digital marketplace.