By Shane Barker
Influencer marketing has gained ground in just a few years, and for good reason. According to a Linqia study, 86% of marketers have used it, and 94% of them found it effective. Influencer marketing can help brands boost their authenticity, which is necessary for building trust. It can also help drive engagement, website traffic, and conversions.
That’s exactly why even big brands are taking advantage of this powerful marketing channel. In fact, global brands like Adidas and Colgate-Palmolive have been working with influencers for many of their campaigns. These campaigns helped drive brand awareness, lift brand interest, and increase purchase consideration.
For one of the influencer marketing campaigns executed by Colgate-Palmolive, they worked with Jenn Im at the clothesencounters YouTube channel, which has over 1.9 million subscribers. The video Jenn created for the campaign has been viewed more than 500,000 times.
Just because big brands have embraced influencer marketing, that doesn’t mean it’s out of reach to small and medium-sized businesses. In fact, you can launch a successful influencer marketing campaign on almost any budget.
In this post, you’ll learn, step-by-step, how to do influencer marketing the right way.
1. Start with a goal
Executing an influencer marketing campaign without a defined goal is like traveling without a destination in mind. You know you want to get somewhere, but you’re not sure exactly where you want to go. So you just move forward aimlessly, wasting time, energy, and money along the way.
Before you even begin to come up with a plan for your campaign, you need to define your goal. What do you expect to get from the campaign? You want to improve your performance, but what aspects of your performance do you want to improve? Is it engagement, brand awareness, conversions, or a little bit of everything? Or maybe you want to promote a new product or event to a relevant audience.
Whatever the goal may be, you should define it, and then use it as a basis for planning your campaign. Your goal will help you figure out which kinds of influencers to work with, and how you can best execute your campaign.
For example, if you want as many people as possible to hear about your brand, you should work with influencers who have massive reach. Have them tell your brand’s story in their own unique voices.
Or if you want to drive engagement, look for micro-influencers who can reach a relevant and engaged audience. Have them promote a giveaway contest in which their followers can win free products or experiences from your business.
2. Find the right influencers
Now that you’ve defined your goal, you can start looking for influencers who can help you achieve that goal. What you need to remember is that the influencers you choose should be relevant to both your brand, and your goal.
Source:: Business 2 Community