Building an Effective Influencer Marketing Strategy
Know Your Goals
- Brand Awareness: Getting more people to notice and recognize your brand.
- Engagement: Getting more people to visit your website and engage with your content.
- Sales: Getting more people to purchase your products/services.
- Audience Building: Getting more people to follow your brand.
- Loyalty: Getting people to stay connected with your brand.
Know Your Audience
Know Your Strategy
- Social Media Mentions: Getting a social media personality or brand to mention your company/product.
- Affiliates: Providing a unique code that gives influencers a percentage of each sale they drive
- Discount Codes: Providing a unique discount code for your product or service that they can promote to their audience
- Brand Ambassadors: Forming relationships with loyal brand customers, where they mention your brand in exchange for exclusive offers, free products, or brand features.
- Gifting: Giving free products in the hope that they would review or promote your brand
Know Your Influencers
Finally – you can begin your search! The most important thing, probably more important than anything else on this page, is to establish trust between you and the influencer, as well as between the influencer and their audience. In order to know if an influencer is right for you, you have to know if they’re relevant to your products or services. Do they have the authority to speak to your brand? How are their technical skills, in terms of content and social skills? You don’t want to find an influencer with only a large following; you want someone who has engagement from their followers as well. Quality– over– quantity is key here, which sounds ironic because we want quantitative results, but as we’ve seen from Instagrammer @Arii, who had a hard time selling 36 shirts to her following of over 2.6 million, the wide-reach isn’t enough to forge relationships between your brand and consumers. That said, micro-influencers–people with a following between 1k-10k– may be a good place to start because they can access a wide range of people and are small enough to engage their followers and cultivate loyalty. In fact, engagement was 85% higher in influencers with just 1k followers versus those with 100k. You also want to be wary of the bots and fraudulent accounts when searching for your influencers. Some influencers purposely buy followers to fool marketers into working with them. Hype Auditor helps you see which influencers have fake followers! Bottom line: It’s about creating relationships, from the pitch to the content. Influencer marketing is a crucial part of getting your brand out there! A positive relationship with influencers and the right message will move consumers to take action. Would you like to get a compelling Influencer Marketing Strategy in place? Get in touch with our PR team at PRLab and let’s make it happen!