Connecting with influencers can increase traffic across several channels, diversifies your risk, and helps you to stand out in your industry.
If you’ve uncovered one tidbit of marketing direction this year, hopefully you’ve honed in on the importance of creating a team of social media influencers to help your business grow and develop. Influencers are to modern marketing campaigns what celebrity infomercial guests were to the high-end juicers and veggie-chop ninjas of the 80s and 90s.
Today’s consumers won’t be as receptive for overt marketing campaigns like you may have seen just ten or fifteen years ago. Instead, a common sense approach to marketing that involves the real world feedback of influential individuals tends to drive better customer loyalty.
Here are some of the steps you’ll want to consider, if you’re in the early stages of planning a holiday campaign that will involve influencer marketing:
One of the beginning steps of creating an influencer campaign is knowing who is influential to your specific audience and where to connect with them. Using sophisticated software, such as Cision, that is tailor-made for this purpose is a must.
Some marketing specialists will say to simply create a list of names and email addresses to create the contact list, which works, but may not be the most efficient. Begin creating your list and entering it into your influencer database. Make sure you include their name, email address, website, Twitter handle, and what type of relationship you currently have with them. Are they a new contact? Have you worked with them on previous campaigns? Notes that accompany your targeted list will prove helpful for future influencer campaigns.
Are they a new contact? Have you worked with them on previous campaigns? Notes that accompany your targeted list will prove helpful for future influencer campaigns.
Determine Campaign/Individual Influencer Goals
Influencers aren’t all created equally, which means the results they drive won’t always line up perfectly to your pre-determined campaign KPIs and goals. To ensure you have the right people on board, create an outline of campaign goals and KPIs early on. Then, use these metrics as a measurement for individual performance. You might establish a campaign goal of a 25% lift in inbound customer calls, a 10% boost in website traffic, or a measurable increase in
To ensure you have the right people on board, create an outline of campaign goals and KPIs early on.Then, use these metrics as a measurement for individual performance. You might establish a campaign goal of a 25% lift in inbound customer calls, a 10% boost in website traffic, or a measurable increase in user-generated content (UGC) posted in relation to your business.
But influencers are often measured in a different manner. Working with influencers requires you to track their mentions of the campaign, shares of campaign-related content like codes, URLs, and more, and their brand mentions overall. You can also track individual revenues from activities using customized software available for online codes.
Keep Influencer Marketing Honest
A major corporation was recently fined by the FTC for not adequately disclosing their relationship with an influencer; namely, the fact the influencer was being paid for their endorsement. Keep in mind that disclosure (the relationship between the company and the influencer) is mandatory. All influencer posts must be accurate and honest.
Fostering an environment where the influencer is able to freely and creatively introduce or tout your products or services will create a more honest and influential campaign at all levels.
Create Value for the Influencer
Finding the right influencer for your brand and particular campaign isn’t as easy as sending free products to their front door and asking for a review. Rather, you’ll want to put yourself in their shoes first. What can you, as the business, offer the influencer that would provide them a benefit that is worth sharing with the world?
Ask yourself, how your company can help this individual. What products could deliver utility and a noteworthy experience? You certainly can introduce them to your upcoming campaign to help direct their overall experience. But ensure that you allow them to naturally and honestly review your product.
Finally, limit the ask. Don’t go overboard when it comes time to share updates about your offerings. Not only will this appear spammy by both the influencer and your brand, in most cases, it’s just not necessary. A good influencer will know how much to share and when to do it.
Keep the Story Going
As we’ve talked quite frequently about the importance of maximizing the content that has been created around your brand, don’t stop pushing once your content or information has been posted on your influencer’s blog.
Decide on how you can effectively repurpose the content via other channels, or create a press release about the article. A paid campaign can help you net additional visibility, while posting your content on social often gives the biggest bang for your buck.
This holiday season, create powerful marketing campaigns using today’s most potent marketing group: influencers.
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