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6 key points you must focus on when creating an influencer marketing campaign
When it comes to influencer marketing, there's not arguing that it's is growing in popularity for obvious reasons. Businesses are starting to recognize that they don't have to build up their own channels for years in order to be as successful as they'd hope. All they have to do is pay someone to advertise for them in order to get there immediately, sure it takes money, but it's usually worth it in the long haul.
A lot of poople think that all you have to do is contact an influencer, give them a few bucks and they will promote your website or business. I'm here to tell you that it's just not that easy. You will have to do some work prior to the influencer even thinking about taking your money, and that's not all.
Below are 6 key points you must focus on when creating an influencer marketing campaign.
1. Find an influencer your audience trusts
If you're just paying anyone with 100k+ followers on instagram or twitter to post advertisements for you, you're probably going to think that influencer marketing doesn't work. You will need to fins an influencer that your target audience will trust. Maybe you can find someone within your niche that the majority of your audience already likes, or will like, this is a great way to build trust.
If your audience doesn't know the influencer, they will likely look them up and see what they're all about, and in turn they will begin to trust you
When it comes to social media, getting a post on someone elses business or personal page is amazing at driving sales. This is because people see it as a vote of trust by the influencer and they will trust you because of it
2. Find relevant influencers, not just someone with a lot of followers.
I know that it's difficult to believe, but when you're hiring an influencer with say 30k followers and paying them $100 for a post, it could be more beneficial than paying $100 to someone with 300k followers. This all has to do with your niche and if you're getting targeted. I started getting into influencer marketing a while back before there were all these big websites where influencers could list their services, and I would pay anyone who was cheap. Of course now I know that the 30k profiles could be much more beneficial than the 300k profiles because of targeting.
When I paid $100 to the 300k influencer I got enough sales to gain a little profit. When I paid the 30k influencer $100, I more than tripled my investment in a day or two. This was because the 300k infleuncer was a broad niche that I fell into and the 30k influencer was an exact match niche where everyone would be interested in my items So what I did was cut out the 300k influencer and hired the 30k influencer to post for me a few times a month I was basically grandfathered into the $100 payments, which I didn't mind, because they eventually grew their account to 100k followers and I was paying the same rates as the 30k followers back in the day
3. Give the influencers creative control over what they post for you
It may be difficult for you to let go and give them full creative control, but it's what you need to do. No one knows their followers better than they do, so they know what will work. They built their profiles to has a sort of identity and they will need to stick with it. If you give them some random image that doens't fit their other posts, it will look out of place and be seen as an obvious advertisement.
What I like to do is tell the influencer that I want to promote a certain product and I will link them to the page. I then tell them to get creative and post what they'd like as long as my website is seen in a good light, and they're more than happy to oblige. By doing this, I'm giving the influencer an exact page and product of what I want to advertise but I'm letting them be creative in a way their followers expect.
4. Contact other brands and ask why they used specific influencers
Influencer marketing is on the rise, so more and more businesses are using them. This means that you have a better chance at contacting people that have paid the influencer you're wanting to work with and asking them questions the influencer may dodge, like:
- How quick did the influencer respond to you?
- How quick did the influencer post your content?
- Was the business transaction smooth?
- How much of a response did you get from the influencers posts for your business?
These are all questions an influencer can easily dodge or falsify. If you're asking previous buyers, they will more than likely be honest with you and let you know if it's worth paying them to advertise for you. Obviously you'll have to tell the brand that you're not their competitor and then list your website as proof before they willingly answer your questions, but that's just a given lol
5. Work out multi-post deals
Whenever I talk to a new influencer I never ask how much it would cost to post one time. I'll always start out with "How much would it cost for 3-4 posts spread out over the next 10 days?" and that will give me a basic idea on how much it will cost for a month of work. Since there are 365 days in a year, you can just use 30 days as your template on how much work can be done in a certain amount of time. Asking how much it would cost for a 10 day slot will give you an idea of how much it would cost for 30 days, are you following me now?
A nice little marketing trick I like using is getting them to give me a quote on a 10 day scale, let's say they said it was $100 for those 10 days. I would then come back and say "Ok, so $100 for 10 days. If I were to hire you for the entire month, could I pay you $250?" If they agree, I basically just got a discount and saved some money lol. You might want to hit them lower at $200 for the month because if they counter, you might still be paying $250. If they counter when you ask to pay $250, you could be paying $275.
6. Influencers become part of your brand
For this simple reason, you will need to be selective when it comes to hiring an influencer. You will need to go through a good amount of their posts over the last month or two and see if there is anything that can make them look bad in the eyes of the people you're trying to target. Just one post can make an influencer look like a villian, and you'll want to avoid those accounts by all means. It doesn't matter if they had a bad post a few months ago but they've been fine since, you never know when they will flare up again and be seen as the villain. It could be right after your promotional post and then people will start to see you in a bad light, you never know.
You need to be selective when it comes to picking influencers to push your brand. You also need to get super targeted to have the best ROI when it comes to paying influencers to publish your material or content. You NEED to let the influencer have creative control, but you also need to show them what to promote. Let them make the promotional material because they know what works with their followers, you don't. Now get out there and hire some influencers
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