Influencer Marketing is not as simple as it may come across from the first sight. It takes thorough research and planning beforehand as well as timely adjustments in campaign’s process in order to attain desired results from the very first attempt.
Currently booming number of influencers in most various industries also means growing variety of expertise with distinct voices that appeal to diverse audience. It’s not just about fashion anymore: streetwear, sustainable brands, independent designers – micro bloggers pick on narrow topics that set defined and genuinely loyal audience. Social media has never been as variegated as before and it is adding more colours day by day. According to TapInfluence, Influencer marketing could produce 11 times the ROI of traditional forms of marketing – all you have to do is pick the ones. Each media expert finds their own voice and aesthetic that best represent their personality and speak to the followers.
Among thousands of influencers, how do you find the best fit for your brand and campaign?
First off, give yourself a detailed answer to each of the following questions:
What is the goal of the campaign?
Is it growing exposure? Increasing engagement? Creating new content? Generating revenue? Begin with essentials and think of your SMART goals that will include desired numbers that need to be obtained. For instance, you need to generate 5,000 website visits within 1 week. Instagram influencer click-through rate may range from 0.19% to 17,37%, with a major concentration around the median of 2.34%. If considering this CTR as average, the campaign has to gain at least 213,675 impressions within the set period of time. From there, you are able to indicate the influencers of what reach you need to be working with. Similarly, if the campaign’s goal is to hit a new demographic on a smaller scale, it means it’s best you pick local micro experts.
What is the budget?
While goals indicate type of influencers that are suitable for the campaign, the budget reflects on how many of those influencers could be potentially involved. Significant amount of marketers still run test campaigns with an average budget of $5,000 or less, although those only take up 36% of average spending per campaign, as bloglovin’ claims. Bigger investments occupy the other 64% of statistics and go over $100,000 per single campaign. As a matter of fact, 48% of those businesses, which have previously executed IM campaigns, are looking to expand their budget on future operations. As covered in the previous blog post, campaigns that involve 30+ influencers seem to have magically successful results compared to others.
Now, what if your business is a small start-up that does not have dozens of thousands to spare for marketing purposes, let along the capability of hiring 30+ SMM celebs? It is fair, very possible, but, more importantly, solvable. That is when you know for sure that micro influencers are your go-to. Micros do not only charge less, some of them are open for barter exchange, which is effective for short-term collaborations, such as vlog or social media mentions in exchange of free products or services that your brand offers. That way, your company would also be able to earn user-generated content and testimonials that could be utilized for strengthening online presence.
Do you have the ability to measure results?
Not all IM campaigns are easy to measure, especially when it involves offline PR.
[Case Scenario] Let’s say, you are running a fashion brand and you want to host an event for a new collection release. To generate larger exposure, you arranged for 2 fashion celebrities to attend and promote the event on their social media. When hundreds of attendees arrive, how do you know how many came from the first or second influencer? What if you also advertised the event via the brand’s social media?
Not to get yourself confused, add a bit of tech: affiliate links or promo codes, for example. You can generate one or the other for each influencer and track how many people clicked through or RSVP’d to the event through each celebrity’s social media. It may not be a 100% statistics, but it would definitely be enough to analyze the effectiveness of each influencer and the tactic overall. Apart from the regular statistics Instagram or any other SM provides, your business could make use of Google Analytics and Isolated Marketing – whichever tools you choose, always make sure that they would not only match the type of campaign but also the type of influencer you are partnering with.
What is the voice and aesthetic of your brand?
Even if an influencer specializes in your industry and covers the needed demographic, it still does not mean that they are right for your brand. It is simply not enough anymore. Influencers must be the advocates of values that your business stands for. They must carry the same level of authenticity and go along with the style and visual aesthetics of your brand.
In general, how many influencers are there to fit your audience?
When browsing for influencers, you must clearly understand the scale of their online presence within the field of your product or service. How many of them are out there? Millions? Thousands? Hundreds? It generally depends on the factors like target geography, target age, product complexity, and industry online presence. Long story short, the more filters you add, the less candidates you’ll have to choose from. On the other hand, limited variety could be seen as a good narrow-down for knowing who you could work with by face.
Will you repurpose the content in other channels?
Again, it comes back to the fact that the brand’s and influencer’s voices have to match. This is specifically crucial if you are planning to recirculate the generated content among other brand channels, which usually involves working with more experienced influencers that would ensure you with quality content. Identify how many media forms you would ultimately like to penetrate with the generated content. It should also be your contributing factor for setting the budget as higher quality requires bigger pay.
Having answered all of the above, you should feel more certain about the kind of influencers you should be looking for. Micro or macro, local or global, Instagrammers or YouTubers – all depends on the characteristics of your campaign. Most importantly, the key to any kind of successful marketing is evaluation and timely adjustment. Results in the first phase of the campaign will show top performers and reflect on future modifications, including building long-term relationships with the influencers, which can later grow into brand ambassadorship – one of the top IM trends in 2018.
Visit us at sidebuy.com, and find your perfect fit by influencer Ikit, expertise, location, following and engagement.
Text and visuals by Katrin Usmanova