You can either create a new marketing strategy using influencers, or simply modify your existing approach to improve results. The most important thing to do is ensure your product is being promoted to the right people. Although it is great to have the best campaign, it is even more important to make sure it is seen by the people who will actually purchase the product.
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These 5 tips will help you make your campaign as successful as possible.
- Define your marketing goals
This is where you start your campaign. To understand how your campaign can achieve these goals, you will need to think deeply about what you are trying to accomplish. Influencer marketing can help you achieve your goals no matter what they are.
It is possible to increase content creation, brand awareness, encourage engagement or simply boost sales. You can guide campaign planning to meet your goals by defining what you want to accomplish.
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- Know your target audience
It is vital to take the time to get to know your target audience before you talk about marketing to them. This includes understanding their interests and their demographic. While you may be already using analytics tools to understand your audience’s behavior, it is important to learn more.
Influencer marketing campaigns can be conducted on many social media platforms and employ many media formats. Each consumer is unique, so different promotions will work for different groups. TikTok, for example, is more popular among Gen Z, so it might not be able to reach older generations. While Instagram is the most popular platform for influencer marketing you might find that your audience uses another platform.
- Use micro and nano influencers
You may think that the bigger the better is the best if you are new to influencer marketing. This is not true. In recent years, there has been a decrease in celebrity advertising and a shift to working with micro and nano influencers instead. This is a good thing! This shift has led to increased engagement rates and a higher ROI for companies.
For micro influencers, the number of followers is between 5k and 50k. Nano influencers can have 1k to 5k followers. These influencers are trusted by their followers, which is a great thing. Their followers trust them because they grow their accounts based upon a hobby or interest. This makes their content more authentic. We see higher engagement rates for these categories because the audience interacts with the influencers more, which shows a genuine interest in what the post contains.
These influencers can be particularly useful for reaching niche communities. Your brand or product may be targeted at a specific audience or a particular group. These smaller influencers are more likely to be passionate about a particular area than their audience. If you sell baby clothes, you will want to target an audience who follows influencers in this content category.
- Make use of an influencer marketing platform
You might be asking yourself, “Okay, how do I do that?” Well, the best method would be to work with an influencer marketing platform to find influencers using dedicated search filters. You can search for influencers by location, size, language and many other filters with a platform such as Heepsy. Once you have established your campaign goals, you’ll know what to search for.
For example, below you can see that from the dropdown boxes, we are looking for Instagram influencers from the beauty category, that are located in Spain.
You can also analyze the profiles of influencers using search tools. This is an important step as it allows you to ensure their audience is similar to yours. Heepsy will give you insight into their audience demographics and interests. It also gives you access to authenticity metrics. This will allow you to see if the influencer has ‘fake followers’. We want to make sure that you reach the right people and to ensure that you are also reaching real people.
- Make sure to use Instagram responsibly
If Instagram is your preferred platform, you will want to make sure you are using it effectively. Your own list of followers is one of the best ways to find influencers. It’s a great idea to ask someone you already know to promote your product. This can lead to better content and a longer-lasting partnership that both of you will benefit from.
Once you’ve identified the influencers that you want to work with and created a plan for your campaign you might want to look into hashtags. Influencers are a great way for you to reach a wider audience. By including hashtags in your campaign, it will also help spread the content further. Hashtags are great for encouraging engagement and can be used to increase content creation by adding user-generated content. This could make your campaign more engaging and encourage people to participate in challenges. Check out this post on the top hashtags of 2020, which goes over how to use hashtags most effectively.
You can find many more tips to help you with your next influencer marketing campaign. But this is a good starting point. If there is one thing I would recommend, it is to do your research. Although it may sound like an easy way to get content created by influencers, this is not true.
Influencer marketing is most effective when you take the time to plan your campaign carefully and make sure it is seen by the right people.