The fast-paced digital transformation experienced in recent years has presented marketers with an opportunity to raise their game. One such option has been to work with influencers to promote a brand, product, or service.
A recent study found that influencer marketing delivers up to 11x higher return on investment (ROI) compared to traditional marketing. So the big question is, how do you work with influencers to boost conversion and sales optimally?
We cover this and more in our post today.
Choose an appropriate platform
Most people think that all influencers are usually active on every social media platform. Wrong! Before you start looking for an influencer, first decide which platform will be your primary target. This will enable you to optimize your content strategy.
For example, if you’re looking to promote your brand through video content, platforms such as Instagram, Vine, Snapchat, and YouTube will serve you well. Conversely, if you prefer written content, consider approaching people with massive followings on platforms like Facebook and Twitter. Finally, for audio content, a podcast is the more suitable place to go.
Look for niche-specific influencers
Nowadays, you will find thousands of social media users who claim to be brand influencers, so knowing how to spot the right one is a skill in itself. Before anything else, narrow down to niche influencers as they’re more accustomed to working with specific brands and therefore experienced.
A few key factors to consider while searching for niche influencers include social media goals, brand awareness, and the actual product you want to promote. In that regard, try to target influencers who understand and align fully with your brand.
Conduct a background check on the influencers
After narrowing down to a few influencers, it’s time to conduct a thorough analysis of their previous performances. Here, you’ll be researching the quality and style of their content, consistency, and engagement rate.
Do they respond to comments? How often do they post? Does the content meet your preferred standards? What’s the general response and reaction to their posts? These are some of the questions that you should seek answers before partnering with an influencer.
Set a budget beforehand
Some people are awed by the influencer’s massive following and let them dictate the charges. Please don’t make this mistake. No matter how successful the influencer has been in the previous brand collaborations, always decide your budget beforehand.
True, most influencers have preset prices, but that doesn’t mean you’ll go with their rates because campaign requirements vary. So when quoting a fee to an influencer, you should bear in mind the scale, duration, and number of marketing campaigns you intend to run.
The budget also aligns with the type of influencers you intend to work with. Celebrity influencers will charge more compared to micro-influencers.
Approach the Influencers
You already have a list of target influencers, right? The next step is to contact them. Please don’t assume that because you’re okay with partnering with them, that they’ll feel the same. You must personally find out if they’re willing to work with you.
Here’s a pro tip that has worked for us: Avoid sending out mass messages or emails to the influencers. Instead, draft personalized messages to each of them and express your genuine interest in their services. That way, they’ll feel valued and motivated and reciprocate by delivering grade-A services.
Set campaign briefs
After agreeing terms with your target influencers, the next step is to set campaign briefs. Here, you should outline the kind of content that the influencers will be promoting, the projected campaign duration, the targets, and so on.
Ensure you send comprehensive campaign briefs to your influencer partners for effective collaboration.
It’s time to see if your influencer marketing endeavors are bearing fruits. You can either seek the reports directly from the influencers or track the progress yourself using a CRM tool.
Getting a clear picture of how your campaigns are performing is key in enabling you build an even stronger campaign in the future. The reports you get here also allow you to discover and categorize niche influencers based on their performances.
Discovering the best marketing influencer for your business or offer depends on multiple factors as we’ve found it in the post. The task is even a bigger hassle today as so many people pose as experts which makes everything quite confusing. But if you follow the tips we’ve shared above, chances are higher that you’ll land a gainful influencer partnership that will yield returns.
Have you worked with a marketing campaign influencer before? What was your experience? Please share your thoughts in the comments below.