Do you want to look like everyone else?
In marketing, that’s an obvious no. You want to be unique and different.
The same holds true for influencer marketing.
These days, influencer marketing is all the rage with so many brands using this technique as part of their overall marketing strategy.
Marketing strategies like influencer collaboration are attractive because they can be used successfully by both established brands as well as entrepreneurs.
The question remains, how do you make that happen?
Designing and Agreements
Influencers have worked their way into being authorities and are considered highly credible. With that in mind, influencers can be extremely useful in marketing products or services.
Designing and agreeing on a campaign is at the core of working with an influencer.
Your goal is to get your product or service out to the target audience in a way that is unique and reflective of your brand.
The influencer wants to be able to keep their voice, and so will be resistant to anything that may not jive with what they agree with.
To keep problems at a minimum, communication is critical at this step.
You want to be clear and concise about what you want and open-minded when the influencer offers suggestions on reaching the audience.
Giving Guidelines to Influencers
Influencers want to have a say in the message that you’re hoping to communicate to their hard-won audience. To get your message across, clear guidelines are crucial for what you want to do.
As an example, consider the following scenario.
You want to boost sales of a particular product, and you tell your influencer as much.
What do you think happens next?
If you give them a link and let them loose on their audience, you’re not going to be happy with the results.
Influencers Need Specific Details
Instead, you need to give your influencer details that are specific to your product that wouldn’t necessarily be common knowledge.
Details can include product history or interesting trivia tidbits related to your brand. You may even consider giving your influencer professional product photos for them to use at their discretion.
The bottom line is that you need to work together as a team with your influencer to develop the message that does what you want and is relayed the way the influencer wants.
Consider the fact that 63% of influencers believe in valuable and meaningful content creation as a significant factor when choosing to work with a brand.
How to Communicate Objectives Successfully
When you’re working with influencer marketing, you have to be able to communicate effectively. Simply saying you want to boost awareness is not enough.
Influencers need to clearly understand your goals and how you want to achieve them. Raising brand awareness, as an example, could involve several different facets.
Let’s say you give your influencer several photos to use throughout your influencer marketing campaign. Your overall goal is raising brand awareness, and your objectives are relative to each photo.
You can tell your influencer that you’re aiming for a specific number of reactions on a photo with each posting or associated hashtags.
These objectives you’re giving your influencer also need to be realistic and measurable, too.
Budgeting for Influencer Marketing
Naturally, the budget is one of the biggest constraints for most companies as well as influencers.
If you don’t have the resources for more considerable monetary expenses, consider products as a different form of compensation.
Making Budgetary Decisions
Here are some questions you can ask to give yourself a sense of direction.
- Is your budget going to grow, or is it set?
- How many messages does your campaign need to convey?
- Do you want to have several different influencer marketing campaigns going at the same time?
- Are you going to have the time to plan the campaign on your own or do you need to hire someone to do it for you?
- Do your demands for the influencer make sense for how you’re willing to compensate them for their time?
Designing Your Campaign
There are different ways to go about developing your influencer strategy, some of which are more sustainable than others.
The question is, do you want a short-term or long-term relationship with your influencer?
Short-term campaigns can be as simple as sending an influencer a product sample and hoping for a good message related to your product.
As you can expect, this method isn’t usually as effective as a more personal and collaborative approach. It also doesn’t make for a good foundation for long-term influencer relationships.
Instead, what you can do is plan out a campaign that has a purposeful intention of being long-lasting.
Consider outlining a campaign that will take place over many months with specific milestones and a tangible result.
More importantly, keep your influencer in the loop and work on this together to create compelling messages that will show up in your influencer’s feed.
Practice Makes Progress
Influencer marketing isn’t complicated, but it needs to be done the right way to see results, just like any other marketing strategy.
You’ll find that some options provide better results than others, so you’ll have to practice and change things up to see what works.
Remember, work together with your influencer, and you’ll be well on your way to a highly successful campaign.
If you need assistance or more guidance, contact us directly – we’d be happy to help you out!