It's no secret that the modern consumer doesn't particularly like or trust traditional online advertising. Today, advertising by itself is not sufficient to reach your target audience and compel them to buy your products or solicit your services. As a business owner, you need to establish yourself as a trusted authority in your niche. You can achieve this goal via two tactics- a solid content marketing strategy and by courting influencers whose audiences you can leverage for your own success. This strategy is part and parcel of an influencer marketing campaign.
First, Spell out what you wish to accomplish with influencer marketing. You may want to leverage another person's audience, thereby increasing awareness for your company. You may want to use another person's persona to establish trust with audience members who might otherwise not know you or care about you. These implementations will boost website traffic, resulting in leads and conversions.
Craft Your Offer and Iron Out the Specifics
Consider what kind of offer you want to put together for your influencer. If you want to establish trust with a target audience and improve brand reputation, your goal should be to build a relationship with an influencer and leave the specifics of campaign-building to them. Influencers who operate with the freedom to do what they do best are most successful at growing a brand. On the other hand, if your goal is specific and targeted, such as the goal of increasing sales, then approach an influencer with a specific offer.
Second, make a list of influencers in your industry that you would like to work with. You can divide influencers per two factors: the influencer's audience size and the influencer type. If you're just starting out, you may want to approach a micro-influencer, otherwise known as a person who has cultivated an audience of between 2,000 to 50,000 followers on a specific social media platform. Next, you'll want to determine what type the influencer is. Is he or she a blogger, a YouTuber, a website owner, or a content creator of some other kind?
Gain Insights into the Audience of Your Influencer
Examine the influencer's audience. Obviously, the influencer's audience should align with your own target audience in terms of their tastes and preferences. Next, ask yourself how engaged their audience appears to be. If the influencer's audience isn't sufficiently engaged, it won't matter if your influencer is a social media celebrity. The relationship between an influencer and his or her audience can be gauged with a tool called Buzzsumo, a marketing tool that allows you to see which links your influencer has shared with their followers. Why is this important? It gives you a picture of what kind of content they're interested in and what topics they're keen to share.
Upfluence is a software that enables you to search for influencers on social media platforms, manage your influencer campaign, and track analytics on the performance of said campaign. Once you've chosen your influencer, Upfluence's platform will not only allow you to monitor his or her content performance, but you can also keep track of your own engagement with Upfluence's conversion tracking tools.
Keep Track of Your ROI Metrics
Once you initiate an influencer campaign, you don't have to sit back and hope everything goes smoothly. Influencer networks such as Upfluence allow you to keep track of metrics such as the number of product orders, clicks on your website's URL, and ultimately, sales or conversions. Plan to communicate with your influencer regularly throughout the campaign, and approve work, if necessary.
If you can manage it, the addition of a UTM tracking code to a custom URL will allow you to track which campaign your visitors come from. It will also tell you the source of your clicks and the type of traffic you're getting, whether paid or organic.
Growing your brand involves leveraging the audiences of others. To do this, finding the social influencers whose audiences you can leverage is a great first step towards a successful collaboration. Once you work together to build your campaign, the key to a fruitful return on investment is keeping a close eye on your key performance indicators. Eighty-one percent of marketers tout the effectiveness of influencer marketing, so what are you waiting for?
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