Tips On How To Run A Successful Influencer Marketing Campaign

Influencer marketing has quickly become one of the most meaningful ways that businesses engage with their customers. A recent survey showed that 89% of businesses rate influencer marketing as either comparable or better than other marketing strategies in terms of ROI. However, like any marketing campaign, if you want your influencer marketing campaign to succeed, you need to strategise carefully. Here are our top tips when developing a robust marketing strategy.

Understand your goals

The first and most important thing to do before you even start to think about influencers is to understand what your goals are and define clear KPI’s for them.

Most businesses ultimately aim to increase their sales, of course, but you need to have in mind exactly how you want this to look. For example, your KPI might be ‘2,000 new visitors to our website per month’ or ‘1,000 new downloads of our e-book’. 

Your KPI can be a stretch, but it should be realistic. You can set an achievable KPI by using your past growth as an indicator. It can also be helpful to study the growth of other businesses in your sector.

Who is your audience?

Influencer marketing is excellent for increasing loyalty and engagement amongst a specific audience. However, it’s important not to try and target too broad an audience; otherwise, your campaign won’t be successful.

The best way to choose the audience to target with your influencer campaign is to think about what groups are likely to get the most value from your product and are more likely to help you reach your KPI.

Be specific when you are defining your audience. Think about the age and location of your audience, of course, and think about what issues are important to them. For example, if you are targeting parents, a driving factor might be time – because they don’t have enough of it! On the other hand, for millennials, a primary concern might be environmental issues.

Understand which influencers are reaching your target market

So now you know your KPI’s and you know who your audience is. Now you can start thinking about influencers.

It’s essential to choose an influencer who is already connecting with your target market and relevant to your brand. 

In our parent example above, an influencer making videos featuring time-saving organization tips is likely to resonate with them because they offer valuable information. In addition, if you happen to be the manufacturer of organization solutions, they would be highly relevant to your brand.

If you need some help finding the right influencer for your campaign, we can help. At EAEO, we are experts in matching brands with the right influencer, and we can help you find the right one for you.

Start engaging

Once you have found a few influencers you think might be suitable for your brand, start engaging with them. Comment on their posts or share them with your followers.

At this stage, you’re not talking about collaboration. Instead, your goal should be to start building a relationship. Getting to know potential influencers will help you understand whether they are the right person to help you achieve your goals.

Collaborate

Once you have built a relationship with an influencer you want to work with, you can start thinking about collaboration.

Bear in mind that influencers are the experts when engaging with their audience, so try not to be too prescriptive. The most effective influencer campaigns are when the influencer has creative freedom to create content that genuinely adds value.

If you would like more in-depth advice about creating an influencer marketing strategy, please get in touch. We’d love to help you to find the perfect influencer to help you reach your goals.