The marketing world saw plenty of changes in the past, drastically changing the common ways to conduct business. Companies including small startups and large conglomerates are adapting their plans of action to the changes in the marketing sector. The methods marketers swore by only a while ago fail to produce the same results on an ongoing basis, so marketing teams are always trying to find a novel approach that delivers working solutions.
We were used to seeing big companies appoint brand ambassadors to push and promote their products and services to the public. Nowadays, businesses of all sizes enjoy a significant engagement boost by replacing brand ambassadors with influencers on social media platforms like Instagram, Twitter, Facebook, and even TikTok.
Although the term influencer alone is debatable to some audiences, people with a specific social media following can impact public opinion on a significant level. If developing a solid influencer marketing strategy is on your mind, we prepared a checklist to guide you each step along the way to boost your visibility and increase revenue.
Whether your goals are building an audience and your brand identity, raising brand awareness, increasing engagement and customer loyalty, or generating new leads, sales, or boosting your link-building strategy, you have to define them from the start.
Once you set specific goals, you will know precisely when and where to direct your attention and accomplish the results you want much sooner. Identifying and prioritizing your goals can help you get a better overview of the progress towards them.
For example, if your goal is to increase customer engagement on your Instagram page, then you’ll want to focus on both your Instagram growth and creating unique content. Getting real Instagram followers that will interact with your content will prove to yourself and to your audience that your brand is genuine and can deliver value to its following.
Identify Your Target Audience
When it comes to setting goals by implementing influencer marketing, identifying your target audience as closely as possible is one of the biggest favors you can do to your brand. A lapse in audience targeting can backfire in many ways, so you want to do your best when choosing who your products and services are best tailored to, as well as who is the person that can best impact public opinion in your desired direction.
Identify the Right Influencers
Regardless of the subject at hand, there is a wide range of options for hiring influencers that are suitable and relevant to cover your brand and company operations. Even if your main focus is social media, like Instagram influencers, don’t neglect other platforms that have bloggers, industry experts, celebrities and social media stars, or even thought leaders, customers, and non-competing brands.
Marketers and marketing teams nowadays have a host of plans containing different directions and methods to involve different scenarios. It is not uncommon for companies to shift their focus to multiple targets simultaneously and still reach their goals. The more specific goals you set for your campaign, the more likely you will succeed in attaining them, so avoid vague objectives and focus on practical results. If you can target a product or service to different audience pools, do not hesitate to employ more than one influencer and tailor your campaign as close to achieving your goals as possible.
There are multiple methods by which influencers can help you towards your goals, and you should work with them to develop the focus of your influencer strategy. Gifting is a tried-and-true method to deliver promising results, so organizing contests and giveaways can guide user engagement as the audience gets familiar with your brand and products or services. Discount codes, loyalty programs, and affiliate schemes can all drive results. Some brands even allow influencers to take over control of the brand account for some time, but collaborating and co-creating content is an even more viable option.
Companies have to measure their ROI, so measuring your performance can help track, analyze, and manage the results of your efforts. Brands should not be afraid to set an audience qualification criteria if they feel that the results are not up to their standards. Keeping track of your outreach correspondence can enable better future management in delivering the best content to your audience and the best results for your brand.
No matter how we feel towards the influencer trend, no one can deny that the people who share their experiences with different companies and brands are doing both the companies and their audience a favor. Influencers are bridging the gap to bring potential clients closer to companies and with excellent results.
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