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The Basics: Influencer Marketing
There’s something satisfying and trustworthy about hearing from real people with real opinions.
Influencer marketing is an advanced, contemporary form of word-of-mouth marketing. This direct customer-to-customer communication uses any platform (mobile, social media, or even Guerilla marketing). Digital influencer marketing is a deep topic; here are a few basics.
Campaign: If you are onboarding influencers to push your message, make sure that message is part of a campaign with an end or a conversion goal. This limits the communication to a single point and also provides a clear ROI at the end of the campaign (e.g., sales, impressions, views, or promo codes).
Relevance: When collaborating with an influencer it is important to gauge the relevance of the influencer with your brand and your target audience. Every influencer targets a certain niche and can provide a detailed analysis of their market. It is vital to understand whether the influencer’s target audience, use of the platform, and creative expression are suited to your brand’s needs and persona.
Tracking: There’s usually a great influx of audience, sales and messages during and after an influencer campaign. To understand which influencer and which channels work best, always provide influencers with unique tags like promo codes or UTM (Urchin Tracking Module). This will enable you to calculate how your ROI compares with the influencer’s at the end of the campaign. Several paid tools can help automate this process.
Guidelines: Every influencer or channel has its unique perspective on content generation but it is absolutely up to the brand to set the tone regarding their communication. Creative freedom and brand communication guidelines must be established and agreed upon before the campaign starts.
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