How to Create a Dominating Influencer Marketing Strategy
Influencer marketing has shown to be tremendously powerful. We now know that. But how do you replicate the same results as you are seeing in statistics?
No matter what type of marketing you decide to tackle, having a strategy is essential for success.
Otherwise, it’s like driving through a foreign country without a map or GPS. You might end up far, far away from your initial goal and destination.
With a clear roadmap for your influencer marketing campaigns, you’ll know where to go, how to get there, the best road, and the safest road.
In this article, we’ll look at how you can create an influencer marketing strategy that helps you boost your results and generate better results.
1. Define your audience
As with any marketing effort, influencer marketing starts with defining your audience. Knowing your target audience well is vital for successful campaigns.
If you have no idea of who your target audience is, you’ll just end up shooting towards a target blindly, hoping to hit something.
And sometimes you will, but most of your bullets will go to waste.
It’s very simple to define your target audience when you know your product.
These questions will help you get a better understanding of your target audience:
- Which are their hobbies?
- What gender are they? Both?
- Where do they live?
- What jobs/position do they have?
Nike is a good example of a brand who knows their audience very well and therefore can create content that their audience resonates well with. Not only that, they can also work with influencers which their audience looks up to.
Of course, it can be hard to get answers to all of these questions unless you put some effort into running surveys, studying your website visitors, and analyzing the results of those.
But there is one way that is even more surefire than the one above.
That method means asking yourself.
To whom have you created your product?
When you know your target audience, you’ll better understand what people impacts their buying habits.
2. Document your goals
All your influencer marketing efforts should revolve around your goals. A common term in context is KPI- Key Performance Index.
If you are new to that term, it means highly specific goals that help you quickly distinguish whether or not you’ve achieved them once the campaign is over
If you were to look at the general goal of an influencer marketing campaign, it might be to increase interest in your brand and drive sales. But this metric is difficult to measure and know if you’ve achieved. Impossible to say the least.
If you have driven one sale as a result of influencer marketing, you could say that you’ve achieved your goal of increasing brand awareness and increasing sales. Right?
Maybe not what you had in mind.
And most likely, if that would be the case, you’ve probably spent more money on the campaign than that single sale gained you.
KPIs, as opposed to broad goals, gives you much more clear information once you’ve reached (or not reached) a goal.
KPIs will instead give you highly specific goals such as:
- Sell 10 products
- Get 100 newsletter sign-ups
- Increase website traffic by 20%
- Increase social followers with 500
Having both goals is good because the broad goal will work as a clear direction of where you are heading, and the KPIs will let you know once you get there.
3. Break down influencers in your niche
Obviously, there won’t be one size fits all when it comes to influencers in your niche because different influencers will post different content, thus attracting different audiences.
Let’s look at the fashion industry, as an example.
When breaking down the different influencers the first time, it is possible to divide them into these categories at first:
In turn, these can be divided into even more sub categories. And really, there is an endless amount of sub categories that you can choose from, so the better aware of your own brand you are, and the better you know the people you are trying to reach – the better results you’ll be able to generate.
- Running shoes
- Leather only
- Street style
- Latest trends
- Cheap fashion
The list goes on and on…
Obviously, the more targeted and zoomed in you go, the better chance you’ll have of reaching greater results because those you are reaching are more aligned with your business’s offerings.
4. Identify the right influencers
Now that you’ve identified your goals, and what type of influencer you wish to work with for ultimate results, it’s time to find them.
There are several ways you can identify influencers, but using directories is the quickest, most accurate, and less time-consuming methods of doing so. It is also the best for finding the most laser targeted influencer.
You can use Veloce Influencer directory to filter and search for influencers relevant to your brand, and seconds later get a list of recommended influencers in the search results.
Simply choose your preferred criteria and how many influencers you’d like, and you’ll get a full list of relevant influencers for your brand within 72 hours.
Generally, you’d have to carefully research the influencers you find to make sure they haven’t faked their influence, bought fake followers, have a close to non-existent engagement etc. but since all influencers in the directory are hand-picked, and only the individuals that meet these demands, there’s no point in worrying.
5. Monitor your influencers
Of course, there is only so much that directories and search engines can do, and in order to make that final call, you need to choose the influencers who align with your core values.
All influencers you’ve found might be a perfect fit for your brand, but all influencers are not equal, so when making the final call, you also want to take things like “what language do they speak in?” “What core values do they have?”, “Is their personality a good fit for us?” and so on…
It might sound picky, but if you start working with an influencer who pulls in a completely opposite direction of where you want to go and presents you in a way that you don’t want to be portrayed, it can cause confusion.
As a result, you’ll end up having to clean up what they influencer has done instead of enjoying the fruit of you and your influencer’s labor.
6. Nurture relationships before you reach out
We’ve talked about this subject before, but as there are still people who aren’t following this, it simply cannot be discussed enough.
You should look at building relationships with influencers in your industry long before you actually need them.
Influencer marketing has surpassed the state of “outreach, payment, and post”, and become something where marketers and influencers connect and build long-lasting relationships.
Because both marketers and influencers have realized that it is far more rewarding to build a relationship than to use an influencer once, then go to the next one, as many marketers still seem to do.
When you build relationships with the influencer long before you actually need them, they’ll be more positive in helping your brand grow, and to help you generate the best results once you need them.
The reason to that is because they’ll see you as a friend rather than just a brand, and obviously, you want to help your friends out.
A mistake that some marketers still seem to commit is to expect the influencer to do all the hard work, and them paying the influencer is enough in return.
An influencer partnership should be mutual in terms of benefiting from it, and often times, it has to do with respect. Treat your influencer with respect, encourage them, thank them, and they’ll be much more likely in doing everything they can to help you as much as possible.
7. Measure results
The campaign has ended, you think it went well.
Or did it?
Since you haven’t measured any results, you don’t know, but you think it went well.
The play above is a common scenario for a marketer after an influencer campaign when it comes to measuring results. In fact, 53% of brands have difficulties measuring influencer marketing campaigns.
That’s a huge number considering the fact that result measuring is critical for any type of marketing. If you aren’t measuring, you might end up throwing money in the trash, nor will you have the opportunity to improve – because how can you? you don’t know if the results you are generating are good or bad.
So how can you measure results?
A common mistake when it comes to measuring results of influencer marketing (or any other marketing effort for that matter) is collecting too much data. If you go and pick up shards from 10 plates of different kidns, you’ll never be able to glue the pieces back together into a complete plate.
The same goes for influencer marketing.
Focus on the things that matter instead of collecting all data you can come across, because they’ll only cause confusion. But thankfully, you set your goals and KPIs before the campaign started, and here is where it gets super helpful!
To measure if the campaign was successful, simply ask yourself these following questions:
Did I meet the goals I set?
Did I set surrealistic goals?