Doing influencer marketing in this day and age means catching up with the trend by definition of the last few years. In more technical jargon, it's activating a process aimed at identifying individuals who create high-impact conversations with an ideal target audience. Your brand's, in this case!
Adopting influencer marketing strategies is a vehicle that feeds through social channels, with the aim of expanding your communities and making storytelling even more versatile. But it can also aim to get people talking about your product or service in a different way, through the voice of those who will become your ambassadors, with creativity at the service of engagement.
Social media allows you to showcase your brand, but how does a winning influencer marketing strategy work in detail?
The first thing to do when creating an influencer marketing campaign is to ask yourself how the activity can align with the customer journey of your typical user, or Buyer Persona: from awareness to action, from targeted engagement rates to the goals you want to convey with a campaign.
What can all of these factors have in common?
That's it, simply, your influencer marketing campaign needs to start with at least one of these goals.
How to understand if an influencer can be the right one for a social campaign? If he will be able to guarantee the brand he is sponsoring results and a return on his investment?
Well, influencer marketing is not maths, it is first and foremost creativity and connection. Of course, there are crucial tools that our agency uses for brands: both to discover new profiles and to assess engagement, to create a database of contacts, to establish a connection over time and much more.
Let's discover them together.
Set yourself specific goals. How do you want your brand to be perceived? What kind of influencers can create that perception? What is your mission?
Here are a few practices that our strategy will put in place, once we have considered the brief and carefully studied your targets in the preliminary phase.
It goes without saying that a lot of choices depend on the budget, but it's worth remembering that a nest egg spent well is more efficient than a treasure trove spent badly. Before you go, determine how much you are willing to spend.
On which platforms do you best convey your activity? What audience do you target? Typology and numbers: are we talking about an influencer with a large following or a micro influencer with a target audience tailored to a certain niche? Tone of voice and storytelling: how do you express your messages? These may be some of the details we refer to in our strategy. But there is also more.
Choose your search criteria based on your marketing prospects. You don't need to be a surgeon here, but the more precise you are, the more efficient you will be. Tip: proudly exclude those that don't suit you.
Contact influencers and offer them promotions, gifts, gadgets, money, and anything else that will arouse their interest.
So what does it mean in detail to start an influencer marketing activity? And how do we, as an agency, help your brand to identify the best techniques for connection and engagement between brand and influencer?
There are many possibilities, so this is a short list of what you can propose for such a collaboration.
Gift: offering free products and services to an influencer in exchange for a review or mention.
Guest posting: creating content for an influencer's blog.
Sponsored content: payment for publishing your brand on an influencer's blog or social channel. You may or may not create the content for the post.
Content co-creation: working with an influencer to create content on your website, their website or a third-party website.
Contests and giveaways: run a contest and ask an influencer to share your event or giveaway with their followers or readers.
Takeovers: allowing an influencer to take control of your social media accounts for a set period of time.
Affiliations: provide a unique code that gives influencers a percentage of every sale they generate.
Brand Ambassadors: developing and maintaining a positive image of a company through effective interaction with consumers.
As you create your plans, use one or more of these ideas to create a customised strategy that works for your brand and your audience.
What kind of influencers do you need to engage?
Whatever your goal, whatever your website or platform, influencer marketing needs to be delivered by the best tools.
At RichClicks we use comprehensive influencer research platforms, with a search and profile discovery engine that has no territorial limits to enrich your contact portfolio. It features a huge database of over 3 million accounts and thanks to artificial intelligence indexes and updates them in real time.
Our clients can search using all the keywords they need to refine their territory and find the perfect brand ambassadors on all the main social media, from Facebook to TikTok, from Instagram to Twitter.
If you want to unravel the influencer marketing jungle, contact us now and let's talk!
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