With the uprise of Social Media Platforms, a new Marketing technique was popularized – selling through indirect, guided recommendations from leaders in our society. Thus, it was named Influencer Marketing – a form of advertisement that didn’t feel forced or shoved in the face of the audience. Many brands, both big and small, tuck a swing at Influencer Marketing, but yet not all were successful. This makes us wonder, how do you run a successful Influencer Marketing Campaign?
Just like any other type of Marketing, Influencer Marketing also requires a lot of planning in order to be effective. You still need to determine the basics of – what you’re going to sell, who you’re going to sell it to and how much you plan on investing in your campaign. You also need to consider some additional planning of – which Influencer is best going to represent your company and what platform will best suit your product. So let’s take it one step at a time – below we will outline the process of creating a Successful Influencer Marketing Campaign. In our opinion, of course.
Defining your Marketing Goals!
Your Marketing Goals are your outline, the foundation on which your Campaign will be built on. It is very important to define the goals of your campaign, early on, before continuing to do any further form of planning. This will give you a clear view of what you want to achieve with your campaign, as well as, how to reach that achievement. Depending on your goals, you will know what Influencer to hire and what Platform to post your Ad on. But nothing is written in stone, you can always modify them as you continue doing research.
Let’s start a fictional company doing a fictional Influencer Marketing Campaign to better illustrate the point. We’ll name our company ‘Ficta’, a diet supplement shop who are about to launch their new product ‘Magic-Bites’ aimed at children. Ficta is a new company, which means that apart from Product Advertisement, they will also want to gain some Brand Awareness from this Campaign. So when they find their Influencer, they will request that their name gets mentioned several times in the post (In the image, in the description, as well as, in hashtags).
Choosing the Right Influencer!
There is a lot to look out for when picking an Influencer for your campaign. They are going to be representing your Brand after all. I like to think of it, as picking a part-time employee. In a normal interview, you’d check the employees’ CV. Well, that also applies to Influencers, but instead of the regular CV, you need to check other criteria. Such as, if they have the right audience you’re trying to reach (and any niche groups as well), what type of engagement they have with their followers, if they have a good amount of traffic on their profile and, how active they are.
To find the right Influencer, begin by deciding what category your product falls under – are you selling a beauty product, a diet supplement or maybe a game? Then figure out who your target audience is, will it be aimed towards children, or maybe the elderly? Are there any special characteristics that your influencer must possess, such as blonde hair or specific origins?
Once you’ve decided what you’re after, it’s time to go on the hunt. There are numerous ways to find Influencers. You can do it manually by searching the platforms or by going on third party websites. Manual research is very time consuming and not to mention the paperwork and stress that goes into it. Third party websites do most of the work for you – they save time and hand you all the needed information on a silver platter.
Going back to our fictional company Ficta, who would be the ideal Influencer for their Campaign? Well, they will need to find a child blogger, or even better, a fitness mom Influencer – because who better to tell other mothers what to buy for their children, than their ideal mom role-model. But before ‘Ficta’ can contact anyone, there is still one more step on the way.
Choosing the Correct Social Media Platform!
Once you’ve decided what type of Influencer you need for your campaign, it’s time to pick the Platform on which you want to post your Advertisement. This decision will highly depend on your predefined goal – Will you be posting a video or an image, and again, what type of product will you be advertising? Each product will do better on one platform than it will on another, so doing your research is quite important. Short videos, for example, are best received on Facebook, while a good photograph has a higher view/like rate on Instagram.
‘Ficta’ would have the most success if they were to post a well-designed, professional image on Instagram – as fitness and diet supplements have the most audience on that platform. The picture should feature their product, as well as, the influencer – accompanied by a text description such as “I finally found some good supplement pills for my kid. Thank you Ficta for your ‘Magic-Bites’! #Blessed #Supplements #Ficta #Magic-Bities #MommyThings”
(Image above) This is a visual representation of what such an advertisement might look like.
Building a Connection with your Influencer!
Before you begin your campaign, you need to build a good relationship with the Influencer who you’re going to be working with. You can do this by liking and comment on their posts, as well as, chatting with them in DM’s (direct messaging). By doing this, you will show them that you actually care about them – this, in turn, will help improve trust and help the Influencer open up to giving ideas and suggestions. Before moving on to choosing your style, make sure that your Influencer is well informed about who you are as a company, what you stand for and what you hope to achieve from your Campaign – this is a crucial step toward a successful campaign.
Defining your Approach in an Authentic Style!
But wait, we are not done just yet. Now that you have defined your goal, found your Influencer and the Platform on which you want to post our Ad on – you need to present that idea in the most authentic and ‘sticky’ way possible. As a company paying the Influencer to advertise you, you might think that the best approach is for you to have complete creative control. However, research and practice have both shown otherwise. The most successful Influencer Marketing Campaigns were those which implemented their Advertisement into the Influencers Feed almost seamlessly. They kept the Influencers authentic style and used it to reach out to the people which follow them. This is why it is so important to pick the right Influencer. You need to be sure that your product will fit perfectly with the style of their profile.
As revolutionary and beneficial as Influencer Marketing is, there are still criteria that need to be met in order for it to be successful. Nevertheless, if you put in the time and do your research, your company too can run a ‘Killer’ Influencer Marketing Campaigns.