Social media and influencer marketing has given marketers a completely new opportunity to connect with their customers and spread the word about their goods and services. Without a doubt, in the digital era, the benefits of social media marketing has emerged as a crucial component of the marketing mix for the majority of businesses.
A creator who publishes material on social media is referred to as an influencer because they have the power to impact the actions and attitudes of their followers. A social media influencer frequently specializes in a particular area, such as food, fitness, beauty, or travel. However, some content producers also publish a variety of different kinds of content and refer to themselves as lifestyle influencers.
However, for brands to be successful with influencer marketing, they must align their resources, priorities, and tactics. Finding a few well-known individuals on social media, pitching them your product, and then waiting for the orders to come in is not the only option.
In order to get the return on investment (ROI) your business expects from your collaborations, you can make sure that your social media and influencer marketing experts such as Allen Marketing Communications, Inc. take into account these seven aspects.
1. Identifiable Key Performance Indicators (KPIs)
Probably, your company has marketing objectives. Do they match your social media and influencer marketing objectives?
First, decide what you want the social media marketing and influencer campaign to accomplish -- more followers, boost engagement, , encourage email signups and obtain sales?
You can find the key performance indicators you need to measure in order to track ROI by responding to these questions. Absolute clarity regarding your goal will also make it easier to partner with the right influencers for the job.
2. Cooperation Between your Influencers and Your Brand
Selecting the right influencer can seem like a difficult undertaking. Even though you may already have a list of producers you respect, you might not be sure if they are reaching your target audience, creating content that aligns with your brand or operating within your budget.
Does this influencer reach my target audience should be your first consideration when vetting influencers. In order to make the partnership as seamless and genuine as possible, you move on to find more areas of synergy if the response is yes.
Successful brand-influencer collaborations seem to fit together naturally. So that you can make sure the messages you're developing together resonate with the correct people, you should be able to recognize commonalities in your communication styles and your shared moral principles.
3. Reputation of the Influencer
You are not required to collaborate with the leading influencer in your field of expertise. A person with millions of followers posting stuff on your behalf may be good, but it's also incredibly pricey.
The number of followers they have isn't always the most significant factor. It's their reputation.
An ideal influencer generates high levels of engagement, is recognized as an expert in their field, works in a niche that closely aligns with your company's objectives, and is dedicated to creating a plan that benefits both of you.
Consider These Elements When Determining an Influencer's Credibility:
Are they regarded as an authority in your field?
Does your audience connect with their message?
Do their followers routinely engage with their content in a favorable way?
4. Achieve the Ideal Harmony Between Direction and Creative Freedom
It can be tempting to micromanage the influencer, especially when a campaign's success means a lot to you. However, doing so could lose some of the most important advantages of working with influencers.
Utilizing the platform of a person to whom your target audience already has a connection is the goal of influencer marketing efforts. You run the risk of your campaign's success if you deny them the freedom to engage their audiences in their own tried-and-true ways.
To ensure that the material has a real feel, give influencers the opportunity to add their own flair. You can direct the conversation by giving them the main ideas and the call to action you want them to take, but give them the freedom to use their understanding of their platform and audience.
5. Select the Appropriate Social Media Platform for Your Campaign
You can have a fantastic product and an effective campaign plan, but to get the best results, you must align them with the right platform. Think about the demographic you want to reach and where they are most likely to spend their time when selecting your platform.
For instance, whereas Millennials might choose to communicate on Instagram, and older audiences tend to lean toward Facebook, Gen Z spends its time on TikTok, YouTube, and Snapchat.
But age cohorts are not the main factor in choosing the appropriate channel. It also matters what kind of material you want influencers to promote.
Consider using Instagram Stories to produce dynamic, personal content with verbal calls to action. YouTube is an excellent option for extended tutorials or reviews.
Certain platforms are best suited for certain types of content; for example, Instagram Stories provides the ability for a Swipe Up, which makes it simple to link users directly to a website or e-commerce platform.
6. Assess the Level of Engagement
The easiest way to gauge how interested and responsive an influencer's audience is to their material is to look at their engagement rate. Knowing the average amount of engagement an influencer receives will provide you with a starting point for the level of response you may anticipate from your campaign.
It's crucial to put engagement ahead of follower count because a detached and inattentive audience is more significant than a large one. Engaging with a micro-influencer in your particular area, where you can anticipate higher levels of engagement and total influence, may make more sense from an ROI perspective.
Before choosing an influencer partner, it's crucial that you take the time to compute and examine their engagement statistics. When comparing their sponsored posts to their organic content, you should also take into account whether there is a noticeable difference in engagement. This difference may reveal which products are a poor fit for their brand and provide insight into whether you'll experience comparable or higher success rates.
7. Successful Measurement
If your campaign has been successful, you want to know. The only way to achieve this is to be clear about what you want to track in advance and to maintain this focus throughout your campaign.
That entails spending effort creating a measuring ecosystem, which should include:
A benchmark for your reach, audience, and normal engagement
UTMs to track website referrals to yours
A dashboard or tracking system for analytics measurement
It can take some time to organize data and make sure you're measuring the right things. Suppose you deal with an influencer marketing agency. In that case, you can assign this kind of analysis to them as they almost certainly already have a clear understanding of what needs to be tracked and the technology to automate it.
Make sure you're getting a fair return on your investment while using marketing methods. That still holds true whether you're doing email marketing, influencer marketing, or more conventional, non-digital avenues.
Fortunately, there are many ways to analyze and evaluate the benefits of social media marketing and the results of your campaign using a influencer marketing by Allen Marketing Communications, Inc., allowing you to refine them and maintain building stronger connections and tactics.
By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.