1. Choose Influencers Who Are a Good Match For Your Brand
One of the most common mistakes made by companies is to choose influencers by their fame or the size of their following rather than considering whether they are truly the right match. You need someone who is relevant to your industry and who speaks a voice that your audience will connect with. Before reaching out to someone, do plenty of research. Check out his or her social media posts, videos, or other media to make sure it’s the right match.
2. Focus on Engagement, Not Size of Following
What really counts with influencers isn’t the size of their following but the amount of engagement they inspire. To gauge this, it’s necessary to study their social media pages and see what kind of reactions they are getting. Are people commenting and sharing the content? Some people have huge followings but don’t really engage with users. Seek influencers who evoke enthusiastic reactions from fans. These are the ones who will help your brand the most.
3. Build Relationships With Influencers
To get the most out of influencer marketing, make it a habit to connect with influencers all the time. Think of ways to help them before you ask them to work with you. Follow their blogs and social media accounts, share their content, tag them. Not all of these actions will result in fruitful relationships. The advantage of this approach is that you’re always planting seeds that have the potential to yield future results. That way when you do approach someone for a campaign, you’ve already made efforts and aren’t simply contacting them out of the blue.
4. Let Influencers Express Their Own Style
Don’t recruit influencers and expect them to follow a script you created. The whole idea of this type of marketing is to tap into the unique appeal of the influencer. That’s why it’s important to pick someone who’s naturally a good fit with your brand. It’s often best to use a native advertising type of approach rather than have the influencer blatantly trying to sell your product. For example, if you’re marketing an energy drink it’s more effective to simply show him or her in action and then taking a sip of the drink rather than talking about how great it is.
5. Work Within Your Budget
Influencer marketing is getting very popular and prices cover a broad spectrum. Keep in mind that you don’t necessarily need someone who’s a household name. If you can’t afford celebrities, don’t rule out influencers with smaller yet active followings in your niche. For example, if you’re seeking someone in the sports or fitness niche but can’t afford a professional athlete, remember that there are many coaches, bloggers, authors, and YouTube personalities with large and enthusiastic followings still worth considering. The same is true for business, travel, weight loss, and other niches. Also remember that rates aren’t set in stone. If someone’s fee seems too high, try negotiating. If that doesn’t work, see if you can find someone of comparable value who’s more reasonable.
6. Track Your Campaigns
As with any other type of marketing, it’s essential to perform analytics on all of your influencer campaigns. Set goals for your campaigns, such as more traffic, engagement, leads, or sales based on influencer actions. If building brand awareness is one of your goals, this is not always measured in immediate sales. However, you still need to track metrics to make sure the campaign is producing tangible results.