influencer marketing

Influencer Marketing: How to Establish an Effective Strategy?

Influencer marketing is no longer just for big brands, and is an essential part of many marketing strategies in 2022.

Your customers want to consume authentic content, from their peers. And that’s where influencers come in, whether your follower count shows a hundred or a million.

You have to know exactly why you want to implement this strategy, for what specific purpose. 

Whether you want to increase your visibility in order to increase your notoriety, present a new product or service, or even strengthen your position in a given market, you must clearly define your objective. 

From this, it will be necessary to define the message to be conveyed, and the target to which you will address. 

It is important to identify it well, to understand its needs and aspirations in order to be able to choose the best channel to get your message across.

Influence is gained through:

  • Your visibility : advertising, press relations, organization of events, use of different social networks, Adwords campaigns, sponsorship, collaboration with influencers (influencer marketing)
  • Your expertise : the distribution of quality content (brand content) with the writing of articles, white papers or the organization of conferences
  • Your relationship with your customers : customer service should not be neglected, because a satisfied customer will recommend your brand, and thereby improve your image.

What are the ingredients of a successful influencer marketing campaign?

10 steps to make sure your campaigns are successful:

1. Define the objectives of your influencer marketing strategy

  • Strengthen your brand image with targets
  • Improve your conversion rates (on your newsletter, on the free trials of your product or service, or your purchase rate directly)
  • Accumulate insights and data on your targets
  • When you’ve set your campaign goals, be sure to make sure that you also set out metrics that you can really track.
  • These KPIs can be related to engagement or visibility on social networks, or more qualitative, such as improving your customer reviews on the web. You can also be more conversion oriented, focusing on the impact on your sales from your website.
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2. Find your groups 

Your employees are among the most underrated influencers in an influencer marketing strategy. 

But the most effective influencer marketing strategies take advantage of micro-influencers. 

Rather than associating yourself with celebrities, it is more relevant to appeal to influencers with fewer followers.

  • Why is that ?

Because these micro-influencers are more likely to respond to comments than celebrities (and therefore to generate more engagement with your common targets). 

Their audience is also generally more uniform, compared to celebrities of international or national renown. 

If you have defined a precise target, it is more interesting to select everyday influencers, who animate their community naturally.

  • But who are these micro-influencers?

Usually, these are your most loyal customers. They already love your product, and will be happy to work with you to increase awareness of your brand. 

To get your fill of inspiration, discover the fundamentals of a good User Generated Content campaign, which arouses in your micro-influencers the desire to create content on your products or services.

3. Determine your budget

Your budget will guide all the decisions you make.

Here’s what you need to remember to include in your influencer marketing budget:

  • Strategy and planning
  • The creation and distribution of content content
  • The rewards and remuneration of influencers
  • Social media advertising
  • Other online promotion levers
  • Offline marketing channels

Don’t expect sky-high results if you budget a few Instagram posts from a high profile celebrity. 

Instead, consider allocating a lower monthly budget to multiple influencers, aligning the strategy with your goals.

4. Select the channels and tools to use

Channels and Tools of Influencer Marketing presented by Volkeno

This is about deciding on which Social Media platforms you are going to launch your campaign. 

There are many: Facebook, Instagram, LinkedIn, Twitter, Snapchat, TikTok, Pinterest, YouTube …

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5. Pass on good practices to your participants

Digital natives quickly know how to see if an influencer content isn’t posted spontaneously. 

So be careful not to over-regulate content creation during your campaign. 

6. Launch your influencer marketing campaign

Everything is planned, all the tools are in place? 

Prepare to launch your influencer marketing campaign. 

You can consider running a contest on Facebook to create more buzz and engagement, or hosting an event with your attendees. 

In this event, consider including Instagrammable elements (food, drinks, decor…) to maximize your exposure on social networks.

When planning this launch, don’t forget to think about the content that will be shared by each of your influencers:

The Influencer Marketing Hub recommends creating a content schedule shared by all, so that everyone knows who is sharing what to what. moment.

7. Promote the content and distribute it

There are many levers to promote and distribute your content: organic sharing, advertising on social networks, distributing the content on your website, email marketing …

8. Thank and engage your participants

Also, don’t forget to give back to your community, which is committed to you!

A simple like or a comment on their post will give them the feeling of being appreciated, and will nourish their attachment to your brand. You can also repost the best content.

9. Measure and analyze your results

After launching your campaign, it’s time to review your goals, and see how your influencer marketing campaign performed. 

Social media, combined with tools like Buffer and Flockler, will help you analyze your metrics. 

For the KPIs linked to your website, use Google Analytics: you will see where your traffic comes from, which pages your audience most interested in, or if this traffic turns into purchases. 

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Don’t forget to tell your influencers to use analytics tags on the links they share, a sine qua non for tracking your traffic.

If you don’t meet your goals early on, react quickly. How can you change the angle of your content? What goals or metrics do you need to review?

10. Leverage your Social Media data

When you ask your audience to create content, the reach and engagement of the brand generally takes off. 

However, we often forget a second major benefit: the insights of your customers that you collect. 

It’s up to you to analyze and understand the data you collect, in order to personalize your own content and better target your Social Media ads. 

You can also find many new content ideas, and even improvements for your current offering, thanks to this customer data from social networks.

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Oware
I am an African from Ghana who loves to read and code. As a result of being on the internet, my life has changed and this blog is about my experience building an online business with free offers and motivating and inspiring others to pursue their dreams.

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