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How To Develop An Influencer Marketing Strategy For Your Brand

Choosing the right influencer to work with your brand can be challenging for any marketer. With more creators than ever at their disposal, creating the right fit with your brand can be a disaster if chosen poorly but provide a huge ROI if done correctly. With the surge of social media platforms like the short video app TikTok, social networks have made it easier than ever to get your product in front of younger demographics. Gen Z has purchasing power, with 60% having access to a savings account and 33% having access to a credit card. According to research, Gen Z has also become the most likely to purchase from influencers with up to 14% saying they’d bought a product because of an influencer in the last 6 months.

With 74% of marketers claiming that they are using Influencer Marketing, it’s clear that it has become an accepted and effective method for reaching targeted audiences by marketers. However, it’s still important for brands to know how to choose an influencer that will effectively reflect their brand and that fits into their content strategies. Here are 6 tips to consider for your next influencer marketing campaign.

1) Set Your Influencer Marketing Goals

As with any marketing strategy, it’s essential to define what the goals of your campaign are going to be. What will make this campaign successful for you and your brand? With influencer marketing, goals can range from sales targets for products to just general brand and product awareness. As influencer marketing is a sub-genre of social media marketing, it’s important to create goals and timelines that help propel the overarching social media marketing strategy of your brand as well. Some common goals are listed in the chart below.

Chart detailing 7 common goals of influencer marketing, increase customer loyalty 94%

Image Source: Medium

2) Know Your Audience and Play Within It

If you’re not speaking to the right audience, you will not find success with social media influencers or influencer marketing. Likewise, finding the perfect audience for your brand or product can result in high ROI. If your brand hasn’t created any, try building customer personas to ensure you are targeting the right user base with your influencer campaign.

Demographics are extremely important in influencer marketing, especially concerning sponsored content laws. In the United States, the Federal Trade Commission puts importance on influencers disclosing that they have been financially compensated for content, and any work with US-based influencers should have compliance with this ruling built into contract talks. In Canada, the Competition Act requires influencers to disclose all material connections with a business, product, or service being promoted. Ensuring compliance with government laws is essential to a successful campaign and avoiding hefty government penalties.

SLD Persona Example

Image Source: SLD

3) The Three R’s of Influencer Marketing Strategy

The golden rule of influencer marketing strategy is the 3 R’s: Relevance, Reach, and Resonance.

  • Relevance ensures that the content creator being chosen creates relevant content for your brand. For example, an influencer that creates videos on their vegan lifestyle might not be the best choice to promote a new hamburger meal. As influencers tend to attract followers that have like-minded people that share ideas, values, and interests, choosing one that aligns with your brand is crucial. Choosing an influencer that doesn’t align with your target markets can cause both PR and financial issues.
  • Reach can be described as the size of the audience you want to reach. In the creation of your marketing campaign, different kinds of influencers such as nano (1000+), micro (10-100k), macro (100k-1M), or mega (1M+) will have different effects on your campaign and should be aligned to your goals. For example, general awareness campaigns should be focused on mega influencers that will drive lots of views but not many engagements. Sales campaigns would be better suited under micro-influencers, where views are still strong but engagement is much higher.
  • Resonance can be viewed as the influencer’s effect on engagement. Follower counts mean nothing to a brand if it can’t drive appropriate engagement with its content, especially past branded content. Engagement can be measured through likes, comments, and shares on social media, but can also be measured using affiliated discount codes to determine the effect an influencer has on sales.

Utilizing the 3 R’s correct can produce excellent results for a brand, and can result in an increase in valuable actions like the infographic depicts below. The 3 R’s should be the focal point of an effective influencer marketing strategy to ensure a successful campaign across the board.

Facebook sourced infographic on the effectiveness of influencer marketing

4) Research Effectively

As with any marketing campaign, researching effectively is paramount to success. There are hundreds of thousands of influencers across social media, with only a small percentage of them able to benefit your campaign. Even if you’ve found a few you think would be great fits, here are some questions you can ask yourself during your research:

  • How often do they post? Does your campaign timeframe match their posting frequency?
  • What’s their engagement rate on organic posts versus branded content? Is there a large difference? What do their social shares look like?
  • Take a look at their entire social media platform including comments. Do any raise red flags about fake engagement?

5) Communication Is Key

When an influencer is decided upon, it’s important to communicate in a clear, upfront way that sounds personal. With the rise in influencer marketing, creators can get multiple offers a week and will weed out brands that take up too much of their time. Learning as much about their page and content as possible will go a long way in creating a personalized conversation that they feel is worth participating in.

In your initial communication, go into detail on who you and your brand are, what you want to achieve on which platforms, and how you feel their content and brand will connect with yours. The image below is an example of how to speak properly when communicating with an influencer you want to work with.

Example email for messaging influencers

Image Source: Influencer Marketing Hub

The Takeaway

With these tips, you’ll be able to effectively choose an influencer that not only resonates with your target audience but surpasses the expectations set for your campaign. Modern-day creators are masters at creating content in a way that consumers find trustworthy and authentic, which can be hard to do through traditional advertising. Incorporating influencer marketing into a larger social media and marketing plan can do wonders for increasing consumer knowledge of your brand, product, or service in a cost-effective, scalable medium.

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