3 minute read
Social media management, website platforms, influencer marketing tools - the list of must-have tech for marketers is endlessly growing. With any new software, it can be daunting to figure out how to best integrate them with your existing ecosystem. And an influencer marketing platform is not exempt from this. Not to fear, we’re here with best practices on how to get the most out of your influencer marketing platform.
Since your brand invested in an influencer software, we’re going to make a few assumptions here:
- 1. You know the answer to “what is influencer marketing?”
- 2. You’re not using a free or freemium product
- 3. You understand the importance of getting an influencer marketing strategy in place
With that in mind, let’s dive into how to set yourself up for success:
Determine how influencers will join your program
Whether your program allows for open registration, is invite-only, or you prefer influencers to apply - make sure you influencer marketing tool is doing the heavy lifting. While your team might be manually vetting which influencers to go after (this is what we recommend!), leverage your influencer marketing platform to run the actual registration process. That means embedding a form on your site to enroll or apply, generating unique share links and coupon codes for influencers, and of course, giving influencers a run-down of what joining the program entails. Try creating a “welcome package” with influencer on-boarding videos, assets for the influencers to start using right away, as well as a reminder to bookmark your portal page so they can easily manage their end of the campaign.
Leverage tech to automate the logistics
Have a new campaign your launching to a group of high-performing influencers? Most influencer marketing tools have the capabilities to segment members and manage communication via the platform. This frees up the time spent manually inviting and individually emailing each influencer with campaign details. Furthermore, you can leverage technology to automate the entire process of tracking, rewarding, and paying influencers. The time and resources saved will allow your team to focus on other marketing initiatives that require their skills and expertise. Let your influencer marketing tools simplify their day-to-day activities.
Incorporate influencers into the overall marketing strategy
Are you launching a new product or running a flash sale? Make sure to use your influencer marketing tool to create a campaign tied to this larger marketing initiative. Strategically incorporating influencer marketing into your overall marketing strategy is the best way to leverage this customer acquisition tactic. By integrating your influencer platform with your existing technology you can provide your audience with a seamless customer experience.
Continuously test, evaluate, and optimize campaigns
This is probably the most important best practice when it comes to utilizing influencer marketing tools. Use the data your influencers are bringing to you to better understand your business. From campaign performance to product placement and pricing to overall marketing strategy, there is a lot that can be learned from mining that data. For example, if you have a product that is consistently promoted by influencers and is flying off the shelf, yet the display ads you purchased for the same product are not converting, should you consider pulling back your advertising budget and bringing on more influencers instead? (I mean, we do know that influencer marketing is eating display advertising…)
The Key To Success With Influencer Marketing Tools
The one thing that can make it or break it when it comes to influencer marketing is not the technology itself, but rather, the importance of developing lasting relationships. Relationships are critical to successful influencer marketing partnerships, so don’t forget that human element. Check in with influencers, ask for their feedback, implement requested changes - the more you can learn from them, the better positioned your program is for success.
Posted March 20, 2018 in Influencer Marketing