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When you're planning how to create a successful influencer marketing campaign, there are many factors that come into play. From what influencer marketing is in 2020 to what to include in an influencer marketing contract to whether you need an influencer marketing platform, it can be overwhelming to plan a strategy that is right for your brand.
The buzz around influencer marketing is echoing loud and clear - it’s THE it trend of the year. From bloggers sharing their "must-haves" on Instagram to subject matter experts endorsing their favorite reads on LinkedIn, you’ve most likely experienced influencer marketing as a consumer.
In fact, according to HubSpot, 71% of consumers are more likely to make a purchase based on a social media reference. Influencer marketing can give brands a more engaging and authentic voice with consumers, so what do marketers need to know when it comes to the continuing rise of influencer marketing?
3 Ways to Improve Your Influencer Marketing Campaigns
Whether your brand is dipping its toe into the influencer marketing pool or you’re looking to ride the wave into even higher sales this year, there are a few key elements to consider: savvy marketers need to have authentic relationships with their influencers, create efficiencies with campaign management, and realize the growing acceptance of micro-influencers.
Let’s dive in further. Here are 3 tips to running successful influencer marketing campaigns.
Tip #1: Focus on Relationships
Now is the time that quality over quantity really matters. The shift towards this more personal marketing approach delivered by influencer marketing has been driven by the increased demand of consumers who want to know that the brands they support not only offer quality products or services, but also, come recommended.
As influencer marketing becomes ubiquitous, one primary realization has crystallized: it’s not enough to identify and pay influencers for single-post campaigns on just one platform. Not all influencers are created equal, and the best way to ensure a successful campaign is to develop relationships with both paid and organic partners who can employ a multi-platform approach, all while using influencer strategies to augment your brand’s internal multi-channel campaigns.
Tip #2: Leverage Data-driven Influencer Marketing Platforms
Over the past several years, influencer marketing has expanded exponentially. In fact, it is now a $5-10 billion dollar industry. So it makes sense that this channel is driving more interest and investment than ever before.
Just like any other marketing initiative, reporting and optimizing is key in understanding the success of your program. Especially now as influencer marketing is gaining traction and understanding in the C-suite, engagement metrics just won’t cut it.
Brands need to partner with a data-driven influencer marketing platform that can provide influencers with the tools they need, track activity and conversions, manage payouts, as well as analyze trends and measure ROI. The ones that are able to automate emails, customize share links, and white-label their programs are the brands that will see the most success this year.
Tip #3: Partner With Micro-Influencers and Customers
The exact definition of micro-influencer is still being decided as brands select personas with as little as 1,000 followers all the way up to 200,000 followers to champion their brand’s products or services. But one thing is clear: brands are slowing down in the race for social status and one-time traffic boosts that come from celebrity endorsements and focusing more diligently on relationships that provide conversions.
Higher demand for micro-influencers will also mean an increase in the value of their services. Brands will need to be more thoughtful and genuine in creating partnerships with influencers. Most importantly, brands must show micro-influencers how they can benefit from a relationship and/or improve their career.
How to Create a Successful Influencer Marketing Campaign With Technology
The rising need for influencer marketing software that can keep up with digitally savvy marketers can no longer be ignored. With 92% of 18-to-34 year-olds saying they seek recommendations from friends and family when considering a product purchase, it's no shock that leading-edge marketing teams across industries are leveraging an influencer marketing platform to automate and optimize this referral-generating channel.
Spending increases are great, but let's talk about results. What can marketers do to make sure they are on the path to profit when it comes to influencer marketing strategies?
Here are 11 secrets proven to deliver influencer marketing success:
1. Utilize the Portal Registration Page
The portal registration page allows you to collect additional information from your influencers such as their blog URL or social media handles. Once they enroll via the registration form, influencers will automatically be logged into the portal for easy sharing.
2. Auto-Enroll Influencers
For relationships you’ve established with existing influencers, auto-enroll them into your program to make participation turnkey.
3. Kickoff the Program
Don’t just hope that influencers will find your program. Announce your program launch through dedicated emails to start seeing results quickly.
4. Build a Program Overview Landing Page
Provide influencers with a comprehensive overview of the program by having a dedicated page to point them to.
5. Enable Share Codes
Allow influencers to create multiple links that they can customize and redirect to point to specific products or services. Share codes, accessed through the portal, provide influencers with an easy, memorable way to share while gaining additional insight into which sources and mediums convert best.
6. Provide Promotional Assets
Within the portal, you can provide influencers with assets that they can embed on their blog or website. Once embedded, these assets are clickable and trackable.
7. Create an Educational Guide or Video
Send a toolkit with all of the details to new influencers in the welcome email and include a link on your program overview landing page. Include information on what and where to share, how to utilize the portal, recommendations for seeing success and more.
8. Send Dedicated Emails
Encourage engagement by providing useful program information in dedicated emails. These emails can offer suggestions for seeing success or even recommended content to share.
9. Build a Community
Create a place where you provide influencers with exclusive content and recommendations. A private Facebook group is a great way for influencers to communicate with each other and your brand.
10. Utilize a Revenue Share
Most influencer programs offer a commission that is a percentage of the total purchase. Monetary commissions, such as PayPal, are most successful.
11. Offer a Dual Incentive
Rewarding both the influencer and the referee can provide a substantial lift. Coupon codes, which can be presented within a customizable welcome message upon landing on your site, are a great option for incentivizing the referee to convert.
How to Launch and Manage an Influencer Marketing Campaign
From beauty and fashion to software and services, successful companies are using influencer marketing software, like Ambassador, to optimize their word-of-mouth marketing programs.
The best practices shared above can help your brand focus on increasing the quality and quantity of your influencers, while ensuring you are offering the right incentive, at the right time.
Want to learn how to build a smarter, more organic influencer marketing strategy? Check out The Definitive Guide to Influencer Marketing for a full playbook of tips and tools to launch and manage a successful program.
Posted February 11, 2020 in Influencer Marketing