Influencer marketing is rapidly taking center stage in the digital marketing hemisphere. Augmented by extended periods of stay-at-home, consumers have been seen consuming more online video content with topics ranging from personal care to DIYs. The bond of trust and authenticity that creators bring to the table has made influencer marketing a top priority for marketers with budget growth of over 25% in 2021.
By RACHEL SMITH
If you’ve already jumped on the bandwagon, it’s worth noting these influencer marketing tips to fine-tune your ROI:
- Rethink your goals and your target
Has it been a long time since you reviewed your marketing goals and target audience?
We live in a constantly changing world that experiences phases of invention and technological transformation. Therefore, it is inevitable to modify your goals according to the needs of the hour. Also, as the population or your product line changes, your target audience may grow or shrink. So it’s good practice for influencer marketing to review your goals and reassess your target audience from time to time.
- Find the right influencers for your brand
A helpful tip for successful, long-term marketing is to first determine your brand identity and then research an ideal group of influencers. For example, it is easy to find a “fashion influencer” for a fashion brand, but if your brand is in a niche product category, for example handmade items, it may take some time to find. influencers who can share your brand’s core values.
In addition to having a common share of voice, the influencers you choose should also have the same target audience, the right aesthetic, and the desired engagement rate.
- Choose quality over quantity
It’s not all about the number of followers. The influencers you choose to partner with should have a highly engaged audience with similar interests and values to your brand. So, you can try looking for smart influencer outreach tips to reach influencers who have a real impact on their audience.
Some of the most important influencer engagement metrics are:
— Brand recall
— Website visits
You can add UTM parameters to links shared by your influencers. This will allow you to see the source of traffic, the amount of traffic, and the number of conversions an influencer is driving to your website.
- Create authentic influencer content
One of the main reasons brands use influencers for marketing is because consumers find them authentic and trustworthy. So focus more on creating authentic influencer content that users can find relevant.
Marketing messages should match the actual tone and aesthetic of the creator’s page. This will ensure that the bond of trust between the influencer and the target audience is maintained and thus generate more leads.
- Let creativity run wild
Once you’ve found the influencer who meets your brand’s expectations and values, you need to let them create the magic they usually do to drive high engagement. Do not try to impose too many regulations as this may tarnish the spirit of their messages. Allow some creative freedom as long as your chosen attorney speaks to your brand missions.
Influencers also know about the latest tools on social media platforms that can help your business. For example, an up-to-date influencer would use branded links on Instagram stories to drive brand engagement and visibility. So it’s okay to give up a little control, because creators are the best judges of what will and won’t work for their audience.
- Build long-term relationships with influencers
The upcoming trend of influencer marketing points to symbiotic and long-term influencer relationships. This means that influencers’ social media efforts will be invested more in marketing your brand. Whereas, for influencers, it opens up various collaboration opportunities and shows them that the brand fully trusts them, thus making them feel like a marketing partner.
Explore new avenues for long-term influencer marketing, such as social media takeovers, signing brand ambassadors, and new product line collaborations.
- Take a multi-channel approach with influencers
To get the most out of your relationships with influencers, think about how to include influencers in marketing activities other than social media campaigns. It can be for OOH advertising like billboards or billboards, marketing events, to increase website traffic, etc. awareness at the buying stage in their buying journey. Audiences will be more invested in your brand and products because someone they trust is visibly engaged with your brand.
Beware of involving influencers in all aspects of your strategy if it doesn’t make marketing sense.
If you’re seeing a plateau in your marketing success, try these influencer marketing tips. Sometimes all you need to do is rethink and brush your teeth to advance your influencer marketing metrics.
Influencer marketing can be a great way to build brand awareness and sales, but only if you commit to putting in consistent effort.
Rachel Smith is a communications manager who works with the content marketing team at Affable, an influencer marketing company that provides AI-powered solutions that allow you to plan and execute your content marketing campaigns. influence strategically. She develops content around social media and marketing topics that can help her readers understand how to choose the right influencers, measure their impact, and run effective influencer campaigns. In her spare time, she loves meeting new people and attending workshops on communication and psychology.