How to Develop an Influencer Marketing Strategy in 5 Steps
How do you reach your target audience with meaningful content in a time when consumers simply don’t trust (or like) digital advertising?
If that question is keeping you up at night… well, you’re certainly not the only one.
Although it can definitely still work, advertising on its own is simply not enough to reach your audience and get them to take action. You also need to build trust and establish yourself as one of the top choices in your niche. And you can achieve that with 2 tactics: a great content marketing strategy and collaborating with top influencers in your niche.
But, we can’t really tackle both in one article. So in this blog post, I’m going to show you how to develop an influencer marketing strategy in 5 steps.
Step 1: Goals and metrics – What are your goals and how are you going to measure them?
Like with any marketing strategy, the best place to start is with your goals. What exactly do you want to achieve with your influencer marketing campaign?
For example, here are some of the top objectives you can achieve with an influencer marketing campaign:
- Reach a new audience and improve awareness of your brand.
- Build awareness and establish trust with your target audience.
- Generate more sales/more leads for your business.
- Boost traffic to your website.
Take the time to consider your overall business goals in order to come up with an objective that will help support those goals. This will help you put together your actual campaign; for example, if your goal was to establish trust and build up your reputation, then you wouldn’t create exclusive offer codes for the influencers you work with. Rather, you’d try a different approach, such as building up close, long-lasting relationships with top influencers and then giving them the freedom to create the campaign themselves. On the other hand, if you wanted to boost sales, you’d need to create exclusive offers for your influencer campaigns.
To help you set your objectives, you can use a goal-setting template like SMART; that means that your goal needs to be:
- Specific – in other words, it needs to be detailed.
- Measurable – if you can’t measure the success of your goal, why even do it?
- Achievable – can you really reach that goal?
- Relevant – how is this goal helping your business?
- Time-bound – what is your goal’s deadline?
As you can see above, one of the essential elements of a good goal is whether they are measurable. And what’s more, at this stage, you should list out exactly how you’re going to measure these goals; in other words, what are your KPIs (key performance indicators)? It can be something like traffic to your website and social media engagement metrics if your goal was to improve brand awareness. Or, if you wanted more sales, then you’d focus on the number of sales made as your main KPI.
Step 2: Find the right influencers
Once you know what you want to achieve, the next step is to find the …read more
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