Five Keys to Improving Your Influencer Marketing Campaign

Five Keys to Improving Your Influencer Marketing Campaign

The three biggest goals of influencer marketing campaigns are as follows, according to a summer 2016 report by Altimeter: Improve brand advocacy (94%); expand brand awareness (92%); and reach new targeted audiences (88%). From there, you'll get a greater sense of the type of influencer they'll be most receptive to. A greater following doesn't always make for a greater campaign Although reeling in a superstar digital influencer with a million-plus followers could be a coup for your brand, such high numbers don't automatically make for an effective marketing campaign. Micro-influencers with an audience of under 100,000 made up over 90% of the influencer activity on Instagram in January—a significant shift from 2016 numbers. There's every likelihood that a partnership with an influencer who has 10,000 followers but high levels of engagement and an authentic voice will prove to be more effective than one with an influencer who has a million followers but limited engagement and who already promotes a host of other brands. Craft the campaign with—not for—the influencer You're hiring an influencer to help augment your brand's business goals, which likely include gaining a greater social following and thus boosting your bottom line. Be selective when choosing your platforms Not all social networks are created equal, and not all will necessarily be optimal platforms for launching your influencer marketing campaigns. In addition to analyzing relevant KPIs, it can be beneficial to use content-aggregating platforms and software to help determine the status quo on your niche market, key demographics, leading trends, topics, and more. For example, if you use Facebook as your campaign platform, make sure you implement its conversion tracking software; with it, you can easily boost influencers' posts as well as assess the ROI they provide. * * * Whatever your influencer marketing campaign may be about, keep those five keys in mind and you'll be set to achieve digital domination (and boosted profitability) via brand awareness and advocacy.

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The three biggest goals of influencer marketing campaigns are as follows, according to a summer 2016 report by Altimeter: Improve brand advocacy (94%); expand brand awareness (92%); and reach new targeted audiences (88%).

They’re all valid goals that’ll complement your efforts to increase the bottom line and further solidify your brand as a mainstay in our digital-centric age, but accomplishing them hasn’t always been easy.

If you’d like to join the growing number of businesses using the proven power of influencer marketing—to the tune of a $6.50 return on the dollar invested—then read on.

Keep in mind the following five keys for improving your influencer marketing campaigns, and watch your brand not just meet but exceed your influencer marketing goals.

1. Get an intimate feel for your audience

If you intend to spend time, money, and effort to hire an influencer for your marketing campaigns, you’d better make sure it’s a match made in digital heaven.

Though you may think that the strategy is simply to hire the “best” influencer for your brand, it may be more useful to start by tapping into your user base to see what kind of followers you have, how they interact with your brand and one another, and what their other interests are. From there, you’ll get a greater sense of the type of influencer they’ll be most receptive to.

In short, don’t push a person you think would be effective to lead your marketing campaign based on follower count or niche alone. (An example of an imperfect partnership: Selena Gomez, named the most influential public figure on social media in 2016, was selected as an ambassador for Pantene North America in 2015. Despite her 230 million following across multiple platforms and a 65% female audience, only 25% reside in the United States and a mere 3% engage with her posts. In other words, Selena’s ability to sell products to women in the US is marginal.)

Instead, dig deep. Put in research to truly understand your audience members, and let their activity, comments, and propensities guide you toward making the most educated and informed choice.

2. A greater following doesn’t always make for a greater campaign

Although reeling in a superstar digital influencer with a million-plus followers could be a coup for your brand, such high numbers don’t automatically make for an effective marketing campaign.

If your influencer of choice doesn’t directly correspond to your target demographics, or if hiring him/her requires a big-time budget, you may find that the payout isn’t quite as lucrative or beneficial as you’d hoped it would be.

Instead of focusing on potential influencers’ numbers alone, it’s better to focus on the quality of their own, personal brand and the type of engagement they typically receive.

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