Consumers nowadays don’t trust brands so easily. More often than not, opinions from experts and other customers are what greatly affects their purchasing decisions, so they highly rely on them. This is exactly what you should use to your advantage in order to build trust with your customers and extend your reach. You should start working with influencers, as it has become one of the best ways to not only raise brand awareness and build a strong reputation, but also to truly engage your target audience and make them trust your brand.
Influencer marketing will help you gain credibility and provide you with numerous benefits that you will certainly find very rewarding. Therefore, if you still haven’t jumped on the bandwagon and explored the world of influencer marketing, you should definitely join the ride as soon as possible. Here are the most essential tips that will guide you on your way and help you develop a successful influencer marketing strategy.
1. Clearly Define Your Goals
Defining your goals is the first step that you need to take before you develop any kind of strategy. In this particular case, you need to understand why you want to start an influencer marketing campaign in the first place. Do you want to raise brand awareness? Do you want to reach a new demographic? Do you want to generate more quality leads and increase your sales?
You need to know what both your short-term and long-term goals are, so that you can know how to approach your marketing campaign and what steps you should take in order to reach your goals. What’s more, your goals will significantly help you choose the right influencer and create the right kind of content for your campaign.
2. Find the Right Influencer for Your Campaign
Choosing an influencer for your marketing campaign can be quite a conundrum sometimes, which is why you need to do your homework and make sure you choose someone who is the right fit for your brand. They need to be trustworthy and to have true authority in their field. You should find someone who is very likeable and who easily engages their followers because, after all, they will ultimately represent your brand.
They need to be able to clearly communicate your message to your target audience and, thus, help you achieve your goals. Also, they should be genuinely interested in your brand and the products or service you offer, so that they can really contribute to your company and become your greatest brand advocates.
Therefore, take your time before making your final decision and dig deep into the social media profiles of the influencers you are considering for your campaign, so that you can gain an insight into how they are interacting with their followers, as well as make sure that there are no red flags that could negatively affect your brand.
3. Choose the Right Social Media Platform
Perhaps you are wondering just now why you should choose only one social media platform for your influencer marketing campaign. This is because micro-influencers, who are focused only on one platform, are your best bet for reaching your target audience and effectively engaging them in your brand. They usually have highly engaged followers who are very interested in their content and everything they do, which is why they tend to produce better results than macro-influencers, who are usually only interested in numbers.
Micro-influencers have fewer followers, but the follower count certainly does not indicate engagement, especially when a lot of macro-influencers are known to buy their followers. Therefore, make sure the influencer you choose to team up with can extend your reach on the social media platform that is most suitable for your brand and for achieving your goals.
For instance, Twitter and the social media giant, Facebook, are not as effective for marketing as they used to be, given the fact that they are continuously counting more and more daily active users and it has become tough for brands to stand out from their competition. The platform that is becoming the next big thing for marketing is Instagram, which is exactly why the greatest influencers are increasingly using it. Take a look at this infographic by Influencer Marketing Hub, as the average engagement rate will show you just how Instagram can help you drive more engagement.
As you can see from the infographic, the more followers you gain, the more your average engagement rate will decrease. This is clear proof that the number of followers does not demonstrate engagement. There are many things that can contribute to your audience engagement, but choosing the right social media platform is definitely one of the most effective ones.
4. Consistency Is Key
In each and every one of your marketing campaigns, you have a story that you want to share with your audience and a message that you want to communicate to them. You want to reach them on an emotional level, so that they can become truly engaged with your brand. In order to accomplish that, you need to show them that they are not merely interacting with your brand, but actually with the people behind your brand. That is exactly what will make them trust you and how you can build strong customer relationships.
This is why you need to make sure your influencer’s content is consistent with your brand and provides an authentic story that shows who you are. They need to create content that will make a lasting impact and truly form an emotional connection with your audience. Maintaining consistency across all channels will help you gain credibility and trust, and it will result in a successful influencer marketing campaign.
5. Measure and Analyze Your Campaign
Since the number of followers, likes, and comments are not clear indicators of audience engagement, you need to find some other way to see whether or not your influencer’s efforts are paying off. The best way to do that is to use Google Analytics and really analyze the right metrics.
You can take a look at your referral traffic to see whether or not you are receiving an increase from the social media platforms where your influencer is engaged and running your campaign. With your particular goals in mind, check to see if you are on the right track towards reaching them by measuring and analyzing those numbers that show whether or not there is a sales increase, for instance. Without constantly analyzing your campaign, you will not know if your efforts are working, so make sure you always have that in mind.
Influencer marketing can help you significantly raise brand awareness and these tips will certainly help you develop a successful strategy for reaching your goals and igniting organic conversations with your audience, so make sure you follow them.
Ivan Dimitrijevic is a seasoned blogger with years of experience. His skill sets include Social Media and Content Marketing and blogging on a variety of topics. He is the founder of MyCity Web and has had many articles published on serious blogs over the years on topics ranging from Digital Marketing, Business to Home, Health & Lifestyle.