Nowadays, creating a successful marketing campaign might be more challenging than ever. In the age of social media and influencers, it is easy to find yourself overwhelmed by all the possible opportunities you need to consider. Who should I collaborate with? How can an influencer help my company achieve its goals? Is influencer marketing even worth it? These are only a few of the questions that you have to answer.
More importantly, you also need to determine which critical factors you want to focus on in your campaign. More often than not, influencers are most effective at expanding the company’s reach, but the most valuable connections are about boosting user engagement. Furthermore, you can use influencer marketing to create shareable content, address unexplored opportunities, and show your customers that you keep up with the latest trends.
Which of the options listed here you will choose ultimately depends on your current goals and ambitions. To help you with that, we created a guide on crucial factors that you should consider before launching your influencer marketing campaign. Let’s get started!
Define Your Goals
Before you get to work on your influencer marketing campaign, you need to have a clear understanding of your goals. Knowing why you want to collaborate with influencers will help you determine who is the right person for the job.
For instance, if you own a company that specializes in payroll software, such as a paystub generator, you might want to expand your reach and get business owners to use it. Defining your goals in such a way will definitely help make creating a successful influencer marketing campaign easier!
Choose the Right Influencer for the Job
Once you know what you want to achieve, you can start vetting potential influencers. In order to do so, you need to understand how influencers can help you achieve your goals. Below, you will find a list of different types and qualities of influencers.
If your goal is to expand your reach, contacting a reviewer is a great option. As the name implies, reviewers focus on reviewing products and services. Collaborating with a reviewer is a great way to promote a product/a service to a large number of people and attract potential customers.
If your goal is to boost user engagement, a culture-maker is a perfect choice for you! As opposed to reviewers, culture-makers tend to focus on creating original and engaging content that often goes viral. If a product/a service of yours happens to be in such a viral video, your campaign is guaranteed to generate revenue for years to come!
In order to find an influencer that is worth collaborating with, you can use specific tools and platforms, search manually, and work with an established influencer marketing company. But first, check out our list of influencer qualities that are worth paying attention to and use it to determine what kind of influencer you are looking for!
It is no secret that quality content can boost user engagement rates. Finding influencers who are interested in producing quality content on your behalf is vital if you want your campaign to be successful. On top of that, quality content has a chance to go viral, which will give you a chance to reach hundreds of thousands of people!
Number of Followers/Views
The number of followers and views does not necessarily reflect the quality of a given piece of content, but it does reflect how much influence a person has on social media. Keep in mind that the higher the number of followers, the better it will be for your brand awareness.
Every brand needs to consider the reputation of the influencers that it wants to work with. Reputation goes hand in hand with trustworthiness. As a result, if an influencer has a bad reputation, it might cause your company to look untrustworthy.
Quality of Previous Campaigns
If you are looking for influencers who already have experience working for different brands and taking part in a wide range of campaigns, take a look at each campaign that the influencer that you want to work with took part in. It will tell you a lot about how successful a partnership between you two would look like.
Ideally, you should collaborate with influencers whose target audience matches the target customer of your brand. For instance, if your brand is all about beauty products, working with an influencer who specializes in creating videos about classic cars might not be the best idea. If you make the right choice, the likelihood of your campaign becoming successful will increase significantly!
Pick Content That Makes Sense for Both Parties
After determining what kind of influencer would be a great fit for your company, it is time to start thinking about the content that you want to create. After all, this is what will bring people into your brand.
Whether or not these people become loyal customers depends on how well you communicate with them after they visit your website or your social media page. This is why you should pick content that makes sense for both parties involved in the collaboration.
Influencers create content that attracts users based on the users’ values and interests, while businesses create content that attracts potential customers based on the customers’ needs. If the two do not align with each other, it can create confusion that ultimately might not convert into sales leads.
In the end, it is essential that you consider each of the factors listed here before you start working with an influencer. For starters, define your goals. What do you want to achieve by the end of the campaign? Is it about generating revenue or increasing brand awareness?
Next, find the right influencer for your campaign. If you manage to find the perfect match, it will not only help you expand your reach but also improve your reputation in the eyes of your target audience. On the other hand, if you are not careful about the type of influencers that you choose to work with, the reputation of your company might end up being tarnished.
Lastly, your campaign should revolve around content that matches the interests and demands of both your target customers and the target audience of the influencer that you are working with.
Can you think of any other factors that might have an impact on an influencer marketing campaign? If so, share your thoughts in the comment section below!
About the Author
Sara Kurczyńska is a content marketing specialist from Poland. She enjoys writing about content marketing and social media marketing, as well as search engine optimization and search engine marketing.