The first and most important step is to decide what you want your influencer campaign to accomplish. Are you looking to increase brand awareness, or are you trying to drive sales? Maybe you’re trying to build an email list or boost engagement on social media. Social media Sydney develop influencer marketing strategies that align with our clients’ values and beliefs.
Whatever your goals, work backwards using the SMART method. Here’s an example: Let’s say your goal is driving traffic to your website. You will need a specific number of visitors in order to generate a certain amount of revenue. In order to get this number of visitors, you will need specific influencers with a certain amount of reach and credibility.
You’ve heard the term before: An influencer is a person with the power to affect purchase decisions of others because of his or her authority, knowledge, position or relationship.
While influencers can be celebrities or well-known pundits, they don’t have to have millions of social media followers to help you sell your products. They just need to be able to reach an audience that’s interested in your products — and willing to buy them.
The first step toward developing a marketing strategy that attracts the right influencers is understanding what kind of influencer you want to target. For example, people often seek out brand advocates — individuals who are already fans of their brands and will share positive messages about them — as influencers. However, other types of influencers exist as well. Let’s take a look at some other types of influencers:
Connectors are individuals who are extremely well networked and know lots of people in specific niches. Connectors may not know much about your products themselves, but they can help you connect with lots of different people by sharing your content with their networks.
Developing a marketing strategy is paramount to any business, big or small. But when you’re trying to reach an influencer, the number one person in your niche with a massive following, it’s important to tailor your approach.
- Find out who your market leaders are and what their audiences like about them.
If you want to attract influencers, then you’ll have to learn how to do business the way they do. Your first step is to find out who the top influencers in your industry are. Use social media analytics tools and search engines to look for people who regularly engage with your target audience on Twitter, Facebook and Instagram.
- Find out what platforms these influencers are using the most often and where their audiences hang out online. It’s much easier to get noticed on social media than it is through regular email communication.
- Learn what topics garner the most engagement from these people’s followers, such as blog posts, videos or infographics. You’ll need this information later so that you can create content that gets noticed by both the influencer and his or her audience.
- Socialize with influencers’ audiences on social media so that they notice you and remember your name.
Understand the influencer. The first task when you’re developing your strategy is know who you’re trying to reach. Influencers can be as diverse as celebrities and YouTube vloggers, so be sure to know your audience.
For example, a clothing brand might want to target fashion bloggers with a large social media following. By understanding the interests of these types of influencers, the brand can then work out ways to create interest in their product that might appeal to that audience.
Get to know them. Once you have an idea of who you’d like to target, it’s time to get creative and find ways to show your brand will add value for them. Try and learn more about them and find out what they are passionate about and how they interact with their audience.