7 Aspects That Will Make or Break Your Influencer Marketing Campaign
7 Aspects That Will Make or Break Your Influencer Marketing Campaign
Using influencers to market your products, otherwise known as influencer marketing is one of the popular brand promotion techniques used in today’s digital marketing world.
In other words.
It’s a red-hot digital marketing strategy that every online business owner shouldn’t ignore.
Are you looking to create an influencer marketing campaign but you aren’t sure what factors can make or break your campaign?
Or what makes a good influencer marketing campaign?
Is this the question that has been haunting you?
And you haven’t gotten any good answer yet?
In this article, we’re going to discuss seven factors that will make or break your influencer campaign.
Perhaps you already know that 49% of consumers depend on influencer recommendations or you’ve heard that when done correctly, an influencer marketing campaign could bring a $6.50 ROI for every $1 spent.
But then you aren’t sure how to succeed at influencer marketing.
You’ve come to the right page.
Keep reading as we talk about the factors that can help boost your influencer marketing strategy and campaigns.
What Is Influencer Marketing?
Influencer marketing is a social media marketing strategy where businesses and marketers collaborate with influencers (individuals with a dedicated social following and are seen as experts within their industry), to get them to endorse or mention their products or create content aimed at building and expanding brand awareness and drive sales.
The effectiveness of influencer marketing comes from the fact that influencers are professionals who have already built trust with their followers and having them to recommend your products acts as social proof to your company’s potential customers.
The influencer marketing industry is expected to be worth $15 billion by 2022- which explains why millions of businesses are adding this marketing strategy to their digital marketing arsenals.
That said, when creating an influencer strategy, keep these factors in mind:
1. Clear Goals And Proper Metrics
Investing in influencer marketing can be a hit or miss for brands that are investing in the strategy for the first time- that means that not all brands can generate good ROI.
Brands need to invest enough resources in the strategy, set clear goals, and determine proper key metrics for better tracking.
As a rule, you need to document your goals and essential metrics for measuring success.
And this is where most businesses get it wrong altogether.
Most businesses have marketing goals.
But this is just the beginning of your influencer marketing campaign because you also need to ensure your influencer marketing goals align with those of your business.
To create a powerful influencer campaign, you should first determine what you want to achieve at the end- have the end in mind.
Here are some influencer marketing goals you’d document:
Build brand awareness: To find out whether your brand is getting recognized by many people on social media, you’d want to take a look at likes, engagement, comments or followers your brand is receiving.
Increase engagement: Increasing engagement is a practical goal that can be measured by the comments, likes, or shares your brand posts are receiving.
Targeting a new market: This involves attractive a new target audience. To achieve this, you’ll need to collaborate with influencers who have a huge and loyal following and can drive targeted traffic.
Once you determine your influencer marketing goals, it’d be easier to identify the key performance indicators for measuring ROI.
It will also help you choose the right influencers to partner with.
2. The Credibility of the Influencers You Partner With
How people perceive the influencers you partner with can make or break your influencer marketing campaign.
This explains why you shouldn’t focus entirely on collaborating with influencers who just have a huge follower count.
The credibility they command on their followers matters a lot.
That’s why it’s better to partner with influencers with a small following that trust them.
As a rule, you need to partner with an influencer who gets more engagement; and is perceived as an expert in a niche that correlates with your business goals.
This is where the question of what makes an influencer credible comes in.
So how do you evaluate influencer credibility?
Here are a few tips to help you:
They should be considered an authority in your niche;
Their messaging should resonate with your target market;
Their content has a great and consistent engagement with their followers.
3. Influencer Engagement Rate
Research paper writing service says partnering with influencers who get a great engagement in terms of likes and comments in their posts is a huge plus for your influencer marketing campaign.
The engagement rate of the influencer can tell you whether their audience has an interest in their content or not.
In simple terms, engagement rate demonstrates how followers interact with influencers’ content instead of just viewing it passively.
This is why you need to ask influencers to provide their typical content engagement before you partner with them.
Once you get this information, you can get a baseline for the results to expect in terms of interaction with your social media marketing campaign.
Most brands make the grave mistake to confuse follower count with engagement.
It’s a waste of time and resources to partner with an influencer with tens of thousands of disconnected and unresponsive audiences.
4. Genuineness of Followers an Influencer Has
A 2017 study suggests that Facebook has around 60 million fake accounts. This is not to mention that the social media behemoth has been disabling and shutting down billions of fake accounts each year.
Apart from that numerous studies suggests that there are more than 50 million Twitter bots.
That means that if you don’t corroborate that followers are real, you’ll build an influencer campaign where only bots can see it- if this isn’t a waste of money and resources, then what is?
It’s not easy to separate real followers from fake ones though.
This is where you’ll need to use influencer marketing platforms like Influsoft, Upfluence, NeoReach, AspireIQ, and Grin.
These platforms have handy systems and technology for identifying suspicious activity and influencers with fake followers.
5. The Social Media Channel of Choice
To get better results with your influencer marketing campaign, you’ll need a great product, build a strong campaign idea and use the correct channel.
Facebook has 2.80 billion monthly active users currently. Twitter has millions of followers and the same applies to Instagram, and other platforms; however, if your target customers aren’t spending their time on these platforms, they are not the correct ones for your campaign.
TikTok, Snapchat, and YouTube are considered zoomers’ platforms while millennials and older audiences spend time on Instagram and Facebook respectively.
Don’t choose a platform based on the generational cohort though.
In that case, determine the content you want influencers to share or create around your brand.
For instance, if you’d want to create personal and dynamic content with voiced calls to action, then use Instagram Stories.
YouTube would be a great fit for long tutorials and reviews.
6. The Relationship You Have With the Influencer
The reality is that every influencer campaign has one utmost aim: to increase sales.
Nevertheless, to achieve this you’ll need to have the right strategies from day one.
This means focusing on building a long-term relationship and offering value to both the influencer and your target customers. According to this paper writing service, this will ensure influencer partnership success.
In that case, you’ll need to make your influencers an extension of your brand so that their followers can see you as a trusted brand.
To build a strong lasting relationship with an influencer, learn more about their followers; and how they communicate and connect with the influencer.
This means examining their feeds to see the kinds of content they share with their audience and what content works great.
Having all this information helps you to approach an influencer knowing what each party will benefit from the partnership.
Determine how to compensate your influencer- most influencers prefer to get fair compensation from brands based on the engagement they drive for the brand.
7. Timing of Posting
Unless you’re creating content for yourself and not for your target audience, you want to get the timing right.
When building your influencer marketing campaign you want to pay attention to the time when your target customers are most likely to be online and engaged.
It would be a waste of time to have your influencer share your content at a time when your audience isn’t active in their preferred social network.
Here are some tips to help you get the timing right:
Find out the exact time when your influencer’s followers are most active on their social media channels.
Find out whether content scheduling works well for your partnership. Some influencers have followers who engage more frequently.
Research your target audience’s decision-making patterns. When are they likely to take the action you want?
So there you have it. Influencer marketing is currently the hottest tactic in digital marketing.
Brands in all industries from beauty to travel and lifestyle as well as travel are taking advantage of this hottest trend.
However, to run a successful influencer marketing campaign, you need to get the factors we listed above right.
Did we miss any factor that you thought should here with these seven aspects that will make or break your influencer marketing campaign?
Jessica Chapman is a professional journalist and powerful influencer marketer
currently working with the best research paper writing service in the UK.
Besides, Jessica is also a college paper writer and an online entrepreneur who
runs a ton of online business.