With the dynamic market trends and the changing consumer behaviour, brands have also started to shift to the latest techniques and particularly up their game in the digital marketing space.
The hottest and the most talked about topic by digital marketers all around the globe is influencer marketing. This is because of the fact that Social Media Marketing is giving some amazing results to the brands in less time and it is only expected to grow bigger in the coming times due to the emergence of more and more digital platforms and consumers.
So, some of you may be confused about what exactly is Influencer Marketing, how does it work and most importantly, how to formulate a perfect Influencer Marketing Campaign for your brand?
Well, don’t you worry, we have got you covered. Here’s a really informative article that will help you in making an Influencer Marketing Campaign successful.
Read More:- How To Become A Travel Influencer
What Is Influencer Marketing?
An influencer is someone who has a strong influence over a target audience or a particular industry. Generally, by the term, ‘influencer’, we refer to Social Media Influencers.
So, Influencer marketing is a form of digital marketing where a brand promotes its products or services through a particular influencer in order to boost sales or to create brand awareness.
Most of the brands today are turning to Influencer marketing because of the reach and the online engagement it is providing.
It is a content-based strategy where a powerful message is aimed to deliver to the targeted consumers through the influencers.
How To Get Started With Influencer Marketing?
After getting the knowledge of the numerous advantages of influencer marketing, many brands are planning to implement it in their marketing strategies. However, finding the right influencer for your brand and moreover creating the perfect influencer marketing campaign can be daunting.
So, make things easy for you, here a few things that you must consider while Formulating a social media marketing campaign:
Setting goals that you want to achieve through the marketing campaign should be the very first you should be doing. If your goals are well defined at the beginning, you will be able to formulate a very effective plan.
For instance, Influencer Marketing can help you achieve the following goals:
Brand Awareness- It means making more people aware of the existence of your brand and what it has to offer to the consumers. Generally new start-ups use influencer marketing to create brand awareness.
Sales- Influencer Marketing is widely used by brands to boost sales of their products and services.
Customer Relations- It means keeping your customers connected and loyal to your brand. This is the reason why many big brands organize giveaways and contests.
Social Objectives- It means informing the customers about how your brand can contribute to society. For example, WhatsApp used social media marketing recently to make people aware of the new feature they had introduced which helped in identifying forwarded messages. Hence, they contributed to the curbing of ‘Fake news’.
Read More:- Tinder’s Right Swipe to Social Media Influencers
Now that you are sure about what you want to achieve through the marketing campaign, it is time to formulate a budget for your campaign.
It will be your budget which will decide the type of influencer you will be collaborating with. As we know, influencers charge depending on the number of followers they have, their popularity and the engagement level on their social media.
So, if you are a new start-up, having a limited budget, you should start with a micro-influencer or a social media influencer having a limited but niche audience.
Whereas, if the brand is planning to spend a good amount of money to market themselves, they can for social media celebrities or even some Bollywood celebrity.
Read More:- Generation Z: The Target Audience of Tomorrow
Identify Your Audience
For any brand, it is really important to know who your target audience is. Spend enough time on researching about who needs your products or services the most and with whom you want to connect to.
For instance, if you are a brand that manufactures premium handbags for women, your target audience should be women above the age of 16. So, you will choose your influencer accordingly.
This way, your campaign would deliver the best results and the conversion rate shall also be great.
Search For The Right Influencer
After identifying and defining your audience, it is time to search for the influencer that you are going to collaborate with.
Remember, do not go for any influencer who has a good amount of views on his posts or videos. It is really important to know whether the content he/she is producing is somehow relevant to your brand or the product you are trying to market. Also, here are a few things that you should keep in mind while selecting an influencer for your brand:
- The influencer’s audience should match your targeted audience.
- The influencer’s content and lifestyle should be relevant to your brand or product.
- The influencer’s charges should be within your desired budget.
- Make sure that the influencer is not currently promoting your competitors.
- Find if the influencer is interested in maintaining a long-term business relationship.
Once, you are done with finalizing the influencer you wish to collaborate with, reach out to them and discuss the content you want to promote through them.
Make sure you are very clear about the brand guidelines you want them to follow because even if it is a single post that they are publishing, they are still representing your brand. So, be clear also about what they should not do.
Influencers should also be allowed to use their creativity into the content that will be going out on social media because they very well know what their audience expects and what should work in case of brand integrations.
Moreover, the product placement should be done in a very subtle way and it should be such that the sponsored post looks genuine.
Lastly, reward the influencer for their work. Discuss the form of payment they are comfortable with and how they are expecting it (Advance payment or after the completion of the deal.)
Read More:- Busting Myths About Influencer Marketing
How to Make a Perfect Influencer Marketing Campaign?
Firstly, be very clear about what and how you want your product to be portrayed as. What does it have to offer to the customers? After answering these questions, go on to formulate a plan.
Here’s a very quick guide to the chronology of steps you should be taking for making a successful Influencer Marketing campaign.
The following points must be kept in mind while making a strategy for your campaign:
- Deciding the budget should be the first thing you should do before kickstarting your marketing campaign.
- Spend enough time on researching what the competitors are doing- both successful and unsuccessful.
- Find out various influencers that are perfect for your brand.
- Reach out to them and discuss their rates and terms and conditions.
- Pick the ones that suit the best for you.
- Explain to them what you really want them to do.
- The campaign should be Content-driven.
- Be patient and understanding- the goal is also to develop relations.
Try this method and then wait for the consumers to come into the play. Analyze the growth and the ROI the campaign is providing to your brand. Measure the effectiveness of the campaign by figuring out if you have achieved the goals that you had set at the very beginning.
It is 2020, brands have started to invest a lot in influencer marketing. The reason for their increasing popularity is because they help in achieving multiple objectives. You just have to formulate the right strategy for your brand and the results are bound to follow.
I hope this article was helpful enough for you to create an effective Influencer Marketing Campaign for your brand. Well, if it was, there is no point waiting anymore. Start right away and watch your business flourish!