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5 Steps to Develop an Influencer Marketing Campaign

An influencer marketing campaign uses people with networks and interests that can help share your brand message. There are five steps to develop an effective influencer marketing campaign.

Set the Goal for Your Influencer Marketing Campaign

To build a successful influencer marketing campaign for your business, know your marketing goal and define a campaign goal that supports that goal. You will want to tap into what influencers do best – influence.

Influencers can help:

  • Content promotion
  • Product
  • Product advantage
  • Content creation
  • Event management

Identify Your Influencers

Social media influencers are social media users who have an established credibility and audience. These are users who persuade others.

Influencers typically:

  • Have a large and engaged audience
  • Active on social media and post frequently
  • Authentic, credible, respected
  • Relevant to your brand or industry as evidenced by the content of posts and/or the people in their audience

Know what you are looking for and then find the influencers that fit. The easiest way to find your brand influencers is to use search tools on various social media channels to explore who’s already posting about your brand online.

Also look for recommendations. Social influencers tend to know other influencers. Once you’ve identified influencers , ask them to recommend others who are similar. Some social media networks will give you recommendations when you follow an influencer on the platform.

Reach Out to Influencers

To start these relationships off on the right foot, make sure you focus on building a strong relationship. Reach out directly to influencers and get to know them. Give support and information before you start to ask for anything.

Provide Rewards

Offer appropriate incentives for influencers you partner with. Influencers are not necessarily looking for monetary rewards. Consider their interests:

  • Increase their reach/grow their audience
  • Quality content
  • Perks like insider scoops, product previews
  • Unique experiences

Measure Your Marketing Results

Define your measures of success and take periodic assessments. As with all social media, influencer marketing should be viewed over the long-term. If you take time to create healthy relationships with influencers, you should see results over time.

Adjust to do more of what works well and less of the activities that aren’t showing results.

How to Find the Right Influencers

find the right influencer in the social media worldWith influencer Myka Stauffer making headlines, this seems to be a good time to dig into how to find the right influencer for your marketing.

When used effectively, influencer marketing can produce incredible results for brands. The idea is to tap into the engaged communities to share your brand message with a wider audience.

It can be hard to find authentic influencers. Research shows up to 24 percent of influencers have falsely manipulated their engagement numbers!

You don’t want to associate yourself with fake influencers or waste your money on them. You need to know how to look properly for real influencers.

Spotting Fake Influencers

The simplest way to spot a fake influencer is to go into their follower list. Look for profiles without a display photo, few to no followers and/or following, and no posts. Another marker is if followers have clearly made up names, particularly if their handles contain lots of numbers. Also look at engagement. How many people are commenting on posts?

A legitimate influencer account should have plenty of followers and a few hundred authentic comments on posts.

Screening Influencers

One of the best ways to determine if an influencer is right for your marketing is by asking for screenshots of their audience insights. Ask for their latest engagement statistics for both their account and their latest posts. This information can help determine if they influence demographics that align with your marketing.

Ask for references from brands, companies and businesses that have worked with. You can also ask for specific information about the collaboration and the results.

Spend some time monitoring any potential influencer partner. Connect with their account. See what gets posted and who reacts. A little time spent lurking can tell you a lot about the authenticity of a community.

Proceed with Caution

Like all business decisions, approach your influencer strategy with care and caution. If it looks too good to be true, it probably is. Be careful before you commit to anything.

Throw Out Your Influencer Strategy

New research shows that people continue to crave authenticity online. And, they want it from other people, not brands and not influencers.

Brands need to shift their time from creating their own content or getting influencers on board. Time is best spent getting your customers to talk about you.

Slackla surveyed 1590 consumers and 150 B2C marketers from the US, UK and Australia. Here’s what they found:

  • 90% of consumers say authenticity is most important
  • 51% of consumers say that less than half of the content brands create is authentic
  • 79% say that user-generated content highly impacts their decisions (13% said brand content has an impact and just 3% said influencer content matters)
  • 56% want user-generated photos and videos above all other types of content

The research showed that experiences with travel, dining and new car purchases are all highly likely to be shared on social media. Such posts are highly influential on the decisions of the people that see them.