Do you often betray yourself on buying a product, because an influencer recommended it? Probably yes. It’s proven that customers tend to rely on recommendations of people they trust, that’s why influencer marketing is so useful. Therefore, it’s not a surprise influencer marketing has been the go-to strategy for marketers.
As you already might know, brand awareness means recognizing a product or brand and having a preference because they’re familiar with it. So, when a person is faced with a decision to buy from you or your competitor, they are more likely to buy from you (Walgrove, 2020). To create brand awareness, you can consider Influencer marketing.
Influencer marketing is a type of social media marketing that uses influential-social-individuals called ‘influencers’. The reason why businesses use Influencers for their brand promotion is that a platform of an influencer serves as a form of social proof to your brand’s potential customers. For that reason, I recommend announcing influencer marketing in your business’ strategy. But… Where do you start?
Step 1: Set your goal and KPIs
O’Sullivan, G (2017) says that it’s important to determine the main goal you want to achieve with your campaign and set KPIs, known as key performance indicators. KPIs are important to measure your performance on social media. A KPI can be measured by follower count, likes, and engagement like comments, use of your hashtags, and shares.
According to Kosaka, K (2020) the most common goals used for influencer marketing are;
- Building Brand Awareness
- Drive engagement about my product/brand
- Drive more traffic to my website
- Grow my email database
- Generate content cost-effectively
Step 2: Choose a type of Influencer marketing campaign
Once you’ve set your goals, it’s time to start thinking about the type of influencer marketing campaign that will help accomplish your mission. In influencer marketing, you will either co-create content with influencers or guide influencers to create the type of content you need. This content should be able to engage the right audience and spread your message effectively (Patel, S.2020)
Here are a few types of influencer marketing strategies you can consider:
- Gifting: Giving free products and services to an influencer in exchange for a review or mention.
- Guest Posting: Creating and contributing content for an influencer’s blog.
- Sponsored Content: Paying to be featured on an influencer’s blog or social channel.
- Co-Creating Content: Partnering with an influencer to create content that is featured on your website, their website, or a third-party website.
- Social Media Mentions
- Contests and Giveaways
This is a screenshot of a YouTube video of my favorite vlogger, called ‘Tiger Elise’. This is a typical example of sponsored content, where Elise shows how easy you can cook with Hello Fresh in exchange for money.
And the picture below is an example of gifting, whereby influencer ‘Monica Geuze’ gets the new product of Laura Mercier, in exchange for an Instagram post/mention.
Step 3: Identify your audience
After you’ve created an influencer marketing plan, you have to define your audience to search for the right influencer. It’s important to spend time outlining specific details about who you want to connect with. According to Roth, L(2020) it’s important to keep in mind that different social media platforms appeal to different demographics: for example, 81% of Pinterest users are female, while 65.5% of Twitter users are male. (Business Insider, 2020).
It could be helpful to create a Buyer Personato determine the demographic and interest-based segments in your audience. According toVaughan, P, Buyer Personas are semi-fictional representations of your ideal customers based on data and research. You can include information on what kind of websites they visit, what social media channels they use, and what influencers they’re following on these channels.
Step 4: Find your influencer
With your audience defined, you can start looking for an influencer with the same type of audience. Kosaka (2020) states that it’s better to work with an influencer who has a smaller audience that closely matches your ideal market than to work with an influencer who has a large audience that doesn’t include your ideal customers.
A great tool to check the average engagement rate an influencer has is Planx(z.d.) You are able to check various influential individuals via this tool and compare them to each other.
When you found an influencer, you would like to work with, you should get in contact with him or her. The best way is to just start slow; Follow them on social, share their content, and send a direct message to ask them if they’d be interested in promoting your brand and your campaign proposal.
Step 5: ‘Ready for take-off’
Step one to four guides you to create an influencer marketing campaigns that deliver exciting results. But it doesn’t end when your campaign is completed. According to Sprout social(2018), you must look at and evaluate the results during and at the end of your campaign. Take a look at your KPIs and track how close you are to completing them. Use the tips and tools in this article to help you put together a strategy and find the best influencers and create the most powerful, results-driven campaigns. You are now, ready for take-off!
Written by Faam Lemm, publiced on October the 9th.