If you would like your influencer marketing to work, you should choose the right influencer to work with and think of how to execute your campaign. Even though you can easily get an influencer by paying him or her, this is not the best strategy. The public usually knows that those celebrities who are paid to promote a certain product are not sincere in their endorsements.
A celebrity will charge a hefty fee to promote your product. Unfortunately, the results of such an endorsement may not be as good as you expect. The best approach when it comes to influencer marketing is choosing an influencer who shares similar business goals with your brand and one who has established trust, loyalty, and authority among his or her audience.
Finding and getting an influencer to promote your products is not something that you can do quickly. It takes time. However, the good news is that when you find the right influencer, your target audience will trust both your brand and the message given by the influencer. If you’re interested in product bloggers then try our PR and blogger product placement service.
Keep in mind that potential buyers can be convinced to buy something when they are told to buy it by someone they trust. You need to do influencer outreach thoughtfully and carefully from looking for the right influencer to approaching him or her the right way. The following tips will help you create an effective influencer marketing strategy:
1. Determine Your Influencer Marketing Goals
You should know what your target audience wants and how your product can help this audience. This will help you know the right way to advertise what you are offering them. So, take your time to understand your target audience before choosing an influencer. You should also determine what you want the audience to recognize you for and the right person to promote your products. You need to choose the right influencer for your audience to make your strategy effective.
Another thing you should do is to set clearly defined goals. What are your short-term and long-term goals? Would you like to build a large social following, an emails list or a brand identity? How can a well-known person in your niche help you achieve these goals? Setting clearly defined goals will make it easier for you to choose the right influencer to promote your brand.
2. Look for The Right Influencers
Getting the right influencer can be time-consuming as you will have to consider very many things before choosing an influencer. Before choosing an influencer, understand your target audience. Find out the people your potential customers are following on social media and the podcasts they listen to. Also, find out the blogs in your niche that have keywords with a high search volume.
Look for an influencer who is enthusiastic about your niche and your marketing message and has established their authority in a certain subject. Such an influencer creates great content that people will share with others and has a huge number of social media followers and a highly-engaging blog. How can your brand help and complement the influencer to continue promoting his or her message and establish authority?
An influencer is approached by other marketers and you are not the only one approaching him or her. As such, it is good to know your message well, your marketing goals and how the influencer will benefit from promoting your brand. Keep in mind that influencers expect to benefit from promoting a brand. That is why it is a good idea to know how marketing your product can benefit the influencer you will choose.
Ensure that you choose niche-relevant influencers for your brand. However, if you find it difficult to find the right influencer in your niche, you don’t have to worry as tools like BuzzSumo can help you. With these tools, you can search for top influencers for any area or topic.
Here are some good tips on getting bloggers to promote your product.
3. Build A Good Relationship with The Influencer
No influencer likes someone who demands their attention or someone who pitches him or her. It is good to take the time to build a relationship with the influencer. Keep in mind that a bad first impression can ruin your chance to get to know your influencer better. So, take your time when looking for a good influencer and slowly get to know the influencer and the approach that he or she uses.
Follow an influencer’s posts on their social media accounts and their blog. Share or like what the influencer posts on social media or their blog and write meaningful comments whenever possible. If you genuinely like an influencer’s content, your interest in the influencer and his or her content will be obvious. You will start having more engaging conversations that will be less forced. As you build your relationship slowly, the influencer will most likely return the favor.
This good relationship will make the influencer know you and your niche better. Besides, they will also know that your brand has something to offer as you were not pushy or demanding. So, by the time you ask him or her to endorse your product, he or she would have known you and your brand very well. This will make it easier for the influencer to promote your brand.
4. Involve the Influencer in Strategy
As your relationship grows, there will come a time when you will be ready to ask the influencer to promote your brand. There are many ways to do this. You may write content for the influencer’s blog or you may ask the influencer to profile you or interview you on his or her podcast.
You should involve the influencer in the strategy of promoting your brand and the entire marketing process. I know that you may feel like the influencer may differ from your original plan and you may think that it is not a good idea to involve him or her in the strategy. However, you should remember that the influencer has experience in marketing. So be open-minded and listen to what the influencer has to say.
For instance, when you post your article on the influencer’s blog, he or she may change the blog for the best response from his or her audience. An influencer knows what the audience wants and what works. Besides, he or she knows how and when to post certain information for the best results.
When an influencer creates content for their blog to promote a brand, he or she has to write it in her voice and style. The influencer’s audience knows how he or she writes. As such, it is a good idea to discourage the influencer from being through or honest in his or her review as this may be what his or her target audience expects from the influencer.
Ensure that the influencer actively participates and even dictates the strategy of promoting your brand. Consider the influencer’s recommendations. Remember that the audience trusts him or her and they know what will make your marketing more effective.
5. Evaluate the Process
Any marketing strategy requires that you take a closer look at the process and assess its effectiveness. This entails influencers that you were able to build a relationship with and those who were not interested in engaging with you.
Influencer outreach strategies can become unsuccessful with influencers who are not interested in engaging with you or who don’t like your approach. When approaches don’t succeed, find out what went wrong. If you have met your goals like being interviewed on a popular podcast or publishing a guest post on a top blog, find out how much impact the strategy had on your email list or your traffic. It is likely that it had a huge impact than the more traditional advertising methods.
Track social media posts and shares to find out the influencer who had a huge impact on your influencer marketing goals. Evaluate what this strategy has taught you and whether there are things you should change in your influencer outreach campaigns in the future.
Influencer marketing is an effective way to promote your brand and is one of the most effective types of marketing when done properly. When you use the right influencers in your niche, your brand will be able to reach a larger audience within a short amount of time.