Influencer marketing has become a popular approach to advertising over recent years, particularly as social media platforms such as TikTok and Instagram get more and more popular.
Advertisers and marketers have noticed the potential that many popular social media stars have and have harnessed this to offer potential customers a new way to interact with their brand.
Originally, influencer marketing was popular among beauty and lifestyle brands. However, as the phenomenon took off, many businesses have noticed that they can also use prominent social media stars in their niche to reach their target market.
Today, there are influencers in almost every niche, from fitness to business and technical commentators. There are even animal influencers who can help pet care brands to reach out to owners and give them a whole new way to advertise their products.
With so many options, it’s easy to get carried away when planning an influencer marketing campaign. However, without the right planning and preparation, you could easily waste money and not achieve your goals.
To help you get the best possible return on investment for your next influencer marketing campaign, we’ve put together this practical guide.
Choose The Right Influencers And Social Media Channels
Influencers come in all shapes and sizes, so an important step in your campaign is to find the right ones to work alongside. That means choosing influencers who have the right audience and who would be able to create content that is innovative and will enhance your brand’s online reputation. Within almost every niche, there are many different types of influencers, some of whom work on different social media channels. For example, video influencers tend to operate on TikTok, Facebook and Instagram, while some commentary influencers interact with their audience on Twitter.
There are even influencers who predominantly use written blog posts to interact with users and rely on blogging platforms such as WordPress to spread their message. So, when you’re choosing an influencer, you need to find ones that operate on the social media platforms that you’re targeting. Check the influencer’s social media metrics, as well as their content and audience interaction, before you approach them and offer them a partnership.
Set Achievable Goals
Creating goals is vital for any marketing campaign. For influencer marketing, it’s vital that you set targets across every platform that you’re working on and for every aspect of the campaign. From initial reaction goals and number of views through to engagement and conversion, you need to ensure that you have visibility throughout the influencer marketing campaign and that you know what needs to be achieved at all times.
As influencer marketing is conducted across a range of platforms and accounts that your brand might not have full access to, you need to make sure that you set achievable goals from the start and that you make everyone aware of them. Inform the influencer about what information they’ll need to provide and how this needs to be laid out. You’ll also need to set goals across every platform that they’re advertising on so that you get a complete overview of the impact of your campaign.
Build Landing Pages And Boost Their SEO
Influencer marketing campaigns usually occur on social media, but that doesn’t mean that you can’t involve your website. In fact, building a landing page specifically for the campaign could help you to track conversions and monitor activity relating to it.
Once you’ve added a landing page, you need to make sure it’s visible. That means quickly working to ensure that it can be seen, both by users who click the link directly and those who stumble across it while searching the internet. If you want to get the page ranked high on the search engine results page, you should work on a backlink campaign to help boost it.
This can be time-consuming to conduct by yourself, so consider using a reliable link building service like that offered by UK Linkology to earn quality backlinks for the landing page that target specific keywords. You’ll then be able to show search engine algorithms that your page is connected to your campaign and boost its reach.
Collaborate With The Influencer On Content Creation
When you’re engaging in influencer marketing, it’s important that you allow your influencers creative freedom. With this, they have the chance to create content that they believe will resonate with their audience, which could give you the best possible results.
However, you should always ask to check the content before it appears so that you can ensure that your brand is represented correctly. Provide the influencer with your brand’s guidelines, as well as any materials that they might need, such as logos, when you start working with them.
Then, when the content is complete, you should insist on reviewing it to check that they have created content that your brand is happy to be a part of. By collaborating with your influencers but still offering them some creative freedom, you can ensure that your brand gets great representation that shows it in the best light possible.
Stay Compliant With Advertising Regulations
Since influencer marketing is an indirect approach to engaging with customers, advertising authorities have become increasingly interested in it, particularly as it became more popular in recent years.
Previously, influencers did not disclose paid partnerships and could indicate that they did, in fact, use the product or service themselves, even if it was actually an advert. Today, the Advertising Standards Authority is eager for influencers to make it clear that adverts are adverts and to fully disclose any paid partnerships to viewers. Work with your influencers to ensure that they understand the rules and are fully compliant with them so that your brand doesn’t get embroiled in a scandal or penalised.
Review The Results Throughout The Campaign
Influencer marketing requires a flexible approach, so make sure that you review the campaign results as you go along. It’s too late to check them once the campaign is over and realise that a technique or tactic didn’t work part of the way through. Instead, you should review the campaign’s results and compare them to your targets.
If you notice an area of the campaign that could be improved or one that’s working really well, then you should work with your influencer to adapt to this development. Such an approach will help you to make the most out of your campaign and your partnership with the influencer.
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