For those brands looking for a powerful strategy that can help them to connect with their target audiences, influencer marketing is becoming the clear way forward. Utilising the influence of social media figures who are incredibly popular can have a significant impact on a company’s brand awareness. Influencer marketing, however, does require an approach that is strategic in manner if it is to be successful. Let’s take a look at some of the do’s and don’ts that surround influencer marketing to help ensure that you are making the most of any collaborations you may have with influencers.
1.Set clear objectives for your campaign
Before you even start your influencer marketing campaign you need to ensure you have objectives that are clear and achievable in place. Are you looking to boost awareness of your brand, drive sales or reach out to a new target demographic? Knowing your goals will help you choose the right influencer and strategy.
2.Research and vet your influencers properly
It is important to find the influencer who is right for your brand. Do your research to check their values align with yours. Take a look at the demographics of their audience and their engagement rate as well as any details of past collaborations in order to determine if they are the most appropriate fit.
3.Ensure authentic partnerships are established
When an influencer has a connection to your brand, i.e. they believe in it, then this will create the best collaboration because their advocacy for your brand will be authentic and speak to their audience.
4.Create content that is compelling and diverse
Encourage influencers to make content that is both compelling and diverse, that incorporates both their personal style and your brand identity. Use a range of options such as stories, Instagram posts and blog content to give the best view of the brand.
5.Analyse and measure influencer marketing performance
Track performance across the campaign through the use of the appropriate metrics. When you analyse this data, you will be able to see how successful your campaign is and pinpoint those areas where you could improve.
6.Dont just rely on follower count
A good number of followers is important, but this isn’t the only thing that you need to think about. You want connections that are authentic, quality over quantity.
Make sure that you are complying with the appropriate guidelines. It is important that any influencers you do use are open and clear about the relationship that they have with you in order to maintain transparency.
8.Don’t engage in one-time collaborations
A long term relationship with an influencer will yield better results over a single collaboration. When you build lasting relationships, your influencer becomes a true advocate for your brand improving authenticity and loyalty.
Macro-influencers may have a larger following but micro-influencers can offer you a niche audience and be very engaged.