Five tips for your first influencer marketing campaign
Given that word of mouth marketing generates more sales than paid advertising, more brands are beginning to think about influencer marketing as part of their branding strategy. So if you have decided to laugh an influencer campaign and wondering how to go about it, you have reached the right place. Here are five useful tips to remember for your first influencer marketing campaign.
Partner with the right influencers
For any influencer campaign, selecting the right influencer and partnering with them is crucial. Are the Influencers having a reach amongst the target audience? If yes, what is the extent of their reach? This can be measured in terms of the number of followers/fans or the number of visitors to their blog/posts. Always remember to choose quality over quantity. Some influencers might have a lot of following but their content might not suit the brand. While both of these traits are desirable, the main goal is to offer good content to your network and audience. To find the right influencers, you don’t need to go too far. Try using influencer.in, a platform which has more than 5000 influencers listed on the platform. The following are the parameters taken into choosing while choosing the right influencer.
- Moz Domain Authority– This is a score developed by Moz that predicts how well a website will rank on search engines.
- Reach in Social channels – This will include page likes on Facebook, followers on Twitter, Google+ and YouTube.
- Estimated traffic from similar web – This tool provides user engagement statistics for websites.
- Blog Alexa Ranking – This tool provides commercial web traffic data and analytics.
Define your strategy
When you start an influencer campaign, it is important to plan and define your strategy. Each campaign must be carefully crafted and executed. This starts with defining the results that you’re aiming for. Some of the other question you need to ask yourself while defining your strategy is:
- Who is your target audience?
- What is the objective of the campaign?
- How many influencers will you be using?
- What platform will you be using? Twitter/ blog or Instagram
- What goals do you have for your campaign?
For any influencer campaign to work, brands need to give the influencers some space and freedom to bring out their creativity. Allow them to speak in their own voice only giving them guidelines on your message. They are representatives of the brand and the more authentic the content is, the more successful the campaign will be.
For instance IBuyFresh invited bloggers and influencers to visit their warehouse and blog their experience. The campaign received attention from local bloggers in the respective field and helped a great deal in popularizing the brand among consumers. One of the reasons why this campaign was so successful was because the bloggers had their space to voice their opinion. The content did not sound like an advertisement and rather sounded like an authentic piece.
Once you start getting responses from bloggers, don’t hesitate to communicate what kind of ROI you want to achieve through the campaign. Create a brief on the brand in advance and outline all your expectations of the campaigns and goals. Not all influencer campaigns can straight away get you sales or signs ups. You need to communicate expectations with your influencers ahead of time. Give influencers a decent amount of time to respond, and then produce the content. Briefing influencers in a timely fashion will ensure that you get the best content for your Influencer Marketing campaign.
Get performance metrics
To measure a campaign, you need to set parameters to track results. Key examples of social media metrics to track include:
- Site traffic
- Leads generated
- Sign-ups and conversions
- Revenue generated
- Click through rate (CTR)
- Page views
- Cost per Click
There are tools you can use to track you campaigns. Here are a few tools to start off with.
Google Analytics should be your go to tool to track all your campaigns. Google Analytics can track the total number of unique visitors to a particular page on your website and Records the total number of times a particular page on your website is viewed.
Social Mention is a social media analysis platform, which aggregates user generated content from across the universe into a single stream of information. It lets you track and measure what is going on and what people are saying about your brand or product real time. Social Mention monitors media properties including: Twitter, Facebook, YouTube and Google etc.
AdWords lets you track cost-per-click (CPC) advertising, cost-per-thousand-impressions site-targeted advertising for text, banner, and rich-media ads, and retargeting.
TweetReach is an ideal tool for checking how far your tweets travel. TweetReach measures the actual impact and implications of social media discussions. It is a good way to find out if you are tweet is reaching the right people and guides you towards the right people you should be targeting when aiming to share and promote online content.