Getting the required attention on social media is not easy these days especially when you are a new brand. Many brands and marketers are fighting for the spot on social media. So, how do we reach to that spot? Well, I am sure you all must be aware of Digital Marketing, right? Have you heard of Influencer Marketing? Or do you even know the term “Influencer”. If not, I don’t blame you. This new form of marketing has got popular in recent times only.
Why influencer marketing is important?
Influencer is any person on social media platform who has a good number of followers. These influencers have the power of influencing the buying habits of their audience. For instance, if a famous celebrity endorses a makeup product on her social media then definitely she will influence her followers in buying that particular makeup product.
Adidas is the best example of successful Influencer marketing campaign. Adidas launched an Influencer-driven social media marketing campaign on Instagram. They collaborated with the famous American singer Selena Gomez, she has millions of followers on Instagram. Adidas also worked with some famous models simultaneously to increase its brand awareness. And due to these collaborations Adidas witnessed a huge increase in sales. So, there are multiple examples where brands worked with social media influencers and increased their business.
According to a survey report, 90 percent of the marketers intend to launch at least one marketing campaign with influencer within next year. Its importance is getting more day by day among the marketers.
So, if you are also planning to start your Influencer marketing campaign then this article is for you. Now let’s see what are some steps you need to follow to start an effective Influencer marketing campaign
How to start with Influencer Marketing?
Working with influencer would be the right decision to promote your brand and products on social media.
It’s important that you get super clean about your marketing tactics and what you want to accomplish with your marketing campaign. Because Influencers are busy people, they have many requests from brands who want to collaborate with them. Hence, your marketing strategy should be crystal clear and effective so that you bag the opportunity. You need to follow the following steps to make a successful influencer marketing campaign
➽ Identify your aim
The step is to set your aim and define what you want to achieve. You need to select which metrics you will use to measure the success based on your aim. This will give you a clear idea of what you need to do to achieve that goals.
Second thing you need to identify is your target audience. Your target audience will be based on the kind of product or service you are looking to promote.
When you identify your market, you will be able to find the relevant influencers that can work with you
You need to clear a few things regarding this
- Demographics that will be most interested in the products you’re promoting.
- Likes, dislikes and preferences of your audience.
- Figure out the way you will present the products so that it would align with the needs and preferences of your audience.
Once you clear these things then you can find the relevant influencers.
The goals which brands are seeking to achieve
- Develop a strong bond with with the customer
- Increase sales
- Increase brand awareness
- Generate quality leads
➽ Find suitable influencers
Finding and collaborating with the perfect influencer for your brand is the need to make the marketing campaign successful. Research on the relevant influencers and their followers.
Influencers are generally related to a specific niche and their followers are also interested in the products of that specific niche. There are many areas in which the influencers might be interested in. For instance, food, travel, makeup, fashion etc. You need to find the right influencers for your brand.
For instance, if you are planning to promote your makeup products, then look for makeup bloggers. If you want to promote your travel accessories then look for travel bloggers.
➽ Trust them with content creation
In influencer marketing, either you will co-create the content or guide the influencer to create content. Make sure that the content is engaging the audience. You should be clear about the audience you are trying to reach because your content will be made according to that.
Here you need to trust the influencers. Influencers are professional people. Sometimes, they know more about promotion than you do. So, you just give them all the necessary information and details regarding the brand and products. Leave the rest up to them. You have to trust their capabilities to create the perfect content for your product. This is important because nobody likes to work with a company which does not give the freedom to create content the way they like. Likewise, influencers like to work with the brands that give them more creative freedom.
➽ Effective execution of the campaign
After mapping out the perfect strategy it is now time to execute the marketing campaign. Your communication with the influencers should be seamless. You need to be available for the questions, issues or comments from the audience and the influencers as well. You need to regularly track the views and likes on your posts. Reply to the comments and track the shares as well.
By tracking the progress you will be in the position to make any necessary changes if at all any issue arises. You can also make out if the influencer is able to drive out any results so that you can decide whether you would include them in your future marketing campaigns or not.
➽ Reward the influencer
Nobody works for anybody for free. According to a survey, 68 percent of the influencers said that they would only work with a brand more than once if they provide them with fair compensation. And why not. If a person is investing their time and energy on your work then they expects deserves and a fair compensation. So, you can provide them with monetary rewards on the basis of the results obtained from working with them. If the outcomes are in line with the goals that you have set at the beginning then you need to reward the influencer. Otherwise they won’t work with you again which can be a loss for your marketing campaign.
Summing up
Influencer marketing is a great way to increase the sales and brand awareness. You need to follow the correct steps and you can get the results that you wish to get. It starts with a goal but it does not end with the execution step, you need to carefully monitor the developments so that you can make necessary adjustments in your strategy which will help you in your future ventures.
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