10.7.17



Purty Samaddar








Influencer Marketing is a hot topic in the digital marketing space and it’s only going to get bigger and better as new platforms launch and content creators continue to produce epic content in collaborations with business, large and small.


Reaching out to influencers can be intimidating, in that case influencer marketing acts as a bridge between the influencers and brands.


KEY COMPONENTS OF INFLUENCER MARKETING


· Think Beyond Demographics – Mommy bloggers or tech bloggers won’t cut it, look for the influencers based on their interest and passions.


· Understand their Community - An influencer is influential because they have built an audience, they serve to their audience with an genuine view and ultimately the brand’s purpose it served.


· De-emphasize Primary Reach - Influencer Marketing scales by building quality relationships with targeted audience and reaching secondary audiences.


· Trusted Voice - Customers more likely to trust the opinion of their peer than the brand itself, so partnership with an influencer marketing help the brand to spread the message to the targeted audience.



WHY BRANDS SHOULD WORK WITH INFLUENCERS


· They generate sales through trust building

· They create awesome content

· To build authentic brand awareness

· To play the long term game

· They have authority and influence

· They build relationships with customers

· They’re expert communicators

· They can engage



HOW TO PLAN THE INFLUENCER MARKETING CAMPAIGN



1) Plan your influencer marketing strategy


Set a goal, know your audience.


A common mistake brands and agencies make is they don't decide first the type of influencers they would want to work.


Discovering the right influencer is of utmost importance, so you will need to find people who produce and share content that can impact your customers and buyer’s decision making process.


Developing a successful influencer marketing strategy takes careful thought and planning. To get started you’ll want a workbook that contains helpful worksheets and examples that will lead you through the process we use with our clients to build influencer marketing plans.


2) Influencer Identification & Selection


Depending on budgets and scope of your campaign there are four main ways to identify influencers to work on your campaigns.


Search Engines – This use to be the major channel through which brands and agencies found influencers to connect with. This method requires manual searches, scanning webpages for contact info, and then populating spreadsheets to keep track of it all.


Databases – You can do site scraping by pulling publicly available data. This is a good place to start but be prepared to spend time vetting each influencer and communicating with them directly.


Networks – This method of connecting with influencers sits in the middle of a database and a marketplace. A network has relationships with the influencers, but will require that you go through them to reach out.


Marketplaces – A marketplace will offer the best of database by pulling in real-time information, avoiding the middleman.


Influencers come in all shapes and sizes and with varying levels of influence. Influencer Relationship Platforms or Marketplaces bucket them into categories because each bucket serves a different purpose and is motivated differently.


Celebrity Influencers – These social media stars have broken out and command a pretty penny to work with, but leverage their own brand name and cache of followers. They can deliver on a large scale and are great to use as the face of a campaign.


High-Quality Content Creators – These are the high volume content producers that have attracted a sizeable audience because they’ve gotten to know them during their building process. These people know how to create content for a certain type of audience and have data to understand what works and what doesn’t.


Buzz Builders and Promoters – Are great at getting the word out and have audiences that range in size. Some are large deal focused bloggers and other are know for spreading the word on what’s hot and can help get your brand the attention you are looking for. They will help you scale your outreach efforts with little collaboration.


3) Content Collaboration and Campaign Workflow


The key to any great Influencer Marketing campaign is creating great content.


Content that is compelling to its target audience, authentic to the storyteller’s voice, and delvers against your brand objectives. If even one piece of this equation is missing, the content will fall flat.


One way this can be done is by giving your influencers an experience or brand immersion after which they won’t be able to stop talking about you.


Experiences provide the creative inspiration influencers crave, and also align them nicely with your brand language since you control the atmosphere.


Other ways you can engage your audience is to create a conversation, promote sharing, let them shop content, drive them to a brand destination, or crowd source new ideas.


4) Optimized Distribution


Using influencers to create content that will attract the right audience is the bedrock of any influencer marketing strategy. But it doesn’t just stop with the content being posted on their site, or across their social channels.


So what else can you do with it? Build a content strategy to extend its usefulness over your whole marketing strategy. Use influencer content in quotes and testimonials. Feature top tier celebrity influencers in your TV or print ads.


You can even share your content in a dedicated section of your brand newsletter.


5) Monitor & Analytics


Once your influencer Marketing Campaign is up and running you’ll want to assess whether your campaign has helped you meet your business goals or not.


If you are using IM program to promote content for example, report how much cheaper each influencer’s cost per engagement was compared to other marketing channels, look into how many impressions you were able to generate through influencers and so forth.


So step aside the traditional branded advertising, the trusted voice of the influencers and the influencer marketing is now in vogue.