Influencer marketing can be incredibly beneficial to a business, but much like any other marketing plan, it’s important to not rush into it without proper planning or forethought. This is even more important if you plan to pay influencers for their services. It’s essential to first map out an influencer marketing strategy in advance of an influencer marketing campaign.
An influencer marketing strategy will support your advertising efforts and keep you on track. Read on to find out more about creating your very own strategy.
Define Your Audience
For an influencer campaign to be successful, you need to be clear about who you are trying to influence. Being specific works best – the more precise you can be when defining your target audience, the easier it will be to find influencers who are relevant.
Something that you should avoid is trying to target ‘everybody’. This is rarely a successful approach, so be direct and target the audience that you want to reach.
Set Clear Objectives
Before you create an influencer marketing strategy, you’ll need to determine exactly what you’re trying to achieve. Your goal may be to gain some extra visitors to your website, with them signing up for a newsletter, or you may be wanting to increase the sale of a product by a certain percentage. No matter how big or small, if executed properly, influencer marketing can help you achieve your objectives.
Do Your Research
The entire reason that businesses choose influencer marketing as an advertising tool is to widen the reach of content relating to their product or service. Traditional advertising methods are now old hat; a simple advert tells the consumer why they should buy a product. But now, influencer marketing provides trust and authenticity, both of which are necessary for consumers to believe in a product enough to buy it.
Now that you’ve already determined who the target audience is for your influencer campaign, it’s time to establish who provides influence to your target audience. To help you do this, consider the following questions:
- Where do the online conversations about your industry, products or services take place?
- What motivates people in your industry to promote content?
- Is activity concentrated in a particular place such as Facebook or on a blog (what’s the platform)?
- Who are the people that write or create content about your topic?
- What is the background and experience of the influencers you are drawn to?
Create a Content Plan and Execute
Now is the time to get creative and come up with a content plan. This will include what you want your influencers to communicate, when, and to who. It’s best to work alongside influencers at this stage as they will know what works well and what doesn’t.
Content can include videos, pictures, written copy and even animations. What you choose to create will depend on your niche and what it is you offer. Roll out your content plan and keep an eye on the engagement so that you can measure the results.