As we all know, social media advent has gradually transformed our daily life, eventually becoming an integral part of it. Social media and video platforms emergence, like Facebook and Instagram or Youtube and TikTok, has led brands to accept a new reality and brought them to understand their need to take advantage of social media to approach new customers, expand their reach and increase sales.
Recently, a new phenomenon has risen within the social media world, that of influencers. This occurrence has given digital marketing professionals a new way to exploit social media through what is nowadays called influencer marketing. Before explaining the main points of influencer marketing though, we need to understand the concept of the influencer.
Typically, we define as an influencer someone competent in a specific field (make-up, food, travels, etc) who runs a personal blog or has a social media page with a considerable number of followers. As the word itself suggests, the fundamental job of an influencer is to influence their community of followers, inspiring it, on any platform they work. Influencers have to share engaging content in order to obtain the public’s support and earning their trust, thus building themselves a significant reputation over time. With this in mind, it’s easy to understand how influencers easily become opinion leaders, trendsetters, and acquire the ability to influence their audience’s purchasing decisions.
Let’s get to influencer marketing. What’s that about? Influencer marketing is a marketing technique that leverages influencers’ engagement and reputation to communicate and spread promotional messages on behalf of companies and brands that want to increase their brand awareness, broaden their audience generating new leads, and boost their profits. In the context of social media, it is quite straightforward to observe how brands increasingly rely on and collaborate with powerful characters for their advertising campaigns.
Let’s have a look at the best practices to build an efficient influencer marketing campaign.
1. Define the goals of your influencer marketing campaign.
Would you like the influencer to increase your brand awareness? Would you like to collaborate with an influencer to launch a new product? Would you like to boost traffic on your website? Objectives can be multiple, however, it is fundamental to choose one or two before offering a proposal to an influencer. At this stage, it is also recommended to select the budget of the campaign and identify the KPI’s to later evaluate the performance.
2. Identify your buyer persona.
Once all the key features of your ideal client have been established, you can easily select which kind of social networks or video platforms suits you best (Instagram, Facebook, Youtube, TikTok, etc) and which kind of influencer to involve (mega, macro, micro).
3. Research and influencer selection.
You can look for influencers online or on social media, using hashtags like #ad, #blogger, #sponsored, #gifted #sponsor #influencer #fashionblogger. A massive number of followers is not always a synonym for campaign success: make sure the influencer’s followers are not fake and that their engagement rate is proportional to their follower percentage. Moreover, remember that influencers receive payment for their services, so, before selecting them, it’s essential that brands critically evaluate if the influencer is authentic, if their audience matches their commercial objectives, and lastly if the influencer supports similar values to theirs.
4. Get in touch with the chosen influencer.
You can contact influencers via direct messages on their social media pages or via email. Be friendly and honest and briefly explain what your brand does and why you would like to collaborate with them. Based on the influencer’s popularity, direct contact might turn out to be challenging, hence why many brands rely on agencies that exclusively work with influencers, which can act as a bridge between you and them at this stage.
5. Offer an initial proposal and later an influencer marketing agreement.
If the influencer agrees to collaborate with you, you can offer an initial proposal where you clearly state how you are going to work together, what are you offering to them (products, a fixed sum, a percentage from the revenue generated during the campaign, etc) and what tasks they are going to execute (share posts on their channels, offer discount codes to their audience, take part to one of your events, offer giveaways, etc). Once a deal is reached, it is recommended to enter into an official agreement so both parties are protected in case of non-compliance.
6. Track your campaign performance.
Regularly check the campaign performance analyzing the KPI’s. If your initial objective was to increase your brand awareness, you should check indicators like page views, impressions, social media followers, and mentions. If you wanted to obtain a greater engagement, you should monitor metrics like the engagement rate, likes, shares, and comments. Even more, if you wanted to enhance conversions, we suggest you check the conversion rate and the number of sales. Google Analytics can help you with the monitoring.
The influencer marketing market is not showing any signs of slowing down. Would you like to know more? Digital marketing agency E-Business Consulting can help you define your influencer marketing strategy. Call now to get a free estimate.