As social media marketing becomes increasingly more popular, platforms like Snapchat, Twitter, and Facebook have moved outside of the consumer sphere, and into the business world too. Companies all around the world are beginning to realize that if they want to earn loyalty and support from their customers, then they need to make sure that they’re connecting with them over the right channels.
One of the best ways to immediately improve brand reach and expand the potential any marketing campaign, is with influencer marketing. Influencers allow up-and-coming brands to piggyback on their existing reputation. The question is, how can the average company make the most of their first influencer campaign?
1. Identify an Audience and Choose the Right Platform
One of the biggest mistakes that companies make when it comes to influencer marketing, is trying to be active with too many partners on too many platforms at once. Organisations are better off starting with a focus on a single platform.
The best way to choose the right channel, is to use a buyer persona or customer profile to determine where clients are likely to spend most of their time. By sticking to one platform at a time, companies can maintain both their budget, and their focus.
2. Choose the Right Influencer
Once a business has decided what kind of market they want to appeal to and which platform they want to use, it’s time to look for an influencer. It’s often tempting to go straight for an influencer that has a lot of views or followers.
However, it’s more important to look for someone who has an engaged and loyal audience. Brands should measure things like likes, shares, tweets, and retweets to make sure that they’re connecting with the right people. It’s also important to choose someone who has a relevant connection to your industry.
3. Select Marketing KPIs
For any marketing strategy, it’s important to know what to measure. Tracking the performance of a campaign is how companies determine what they need to change or improve to get better results. Typical KPIs for an influencer marketing campaign include things like an increase in shares or followers, as well as improvements in impressions, reach, and views. Businesses should start by choosing just a few KPIs to focus on at first.
4. Don’t Ignore Existing Influencers
Many companies make the mistake of assuming that influencers have to be celebrities or someone with a lot of market sway. However, they can be anyone with a relevant following who’s willing to advocate for a brand.
Even micro-influencers with a few hundred followers can help to improve the reach of a company when it’s just getting started on social media. Organizations should make sure they don’t overlook the value of customer advocates.
5. Create Engaging Content
Finally, content is key to great marketing. While many influencers have a great voice and a strong connection with their followers, they can sometime struggle to produce engaging content. Companies can brainstorm blog posts and social ideas for their influencers to share, or even send them free items to review.
This helps to start the influencer relationship on the right foot.
About Ronn Torossian
Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.