Influencer marketing is when someone who is considered to be well-known in the field, uses their reputation or following to market your product. Many influencers use social media and blogs to get the message out.
When comparing influencer marketing to display marketing, many believe that display advertising is less effective than influencer marketing because most people trust the recommendations from those they know.
Here are some tips for running a successful influencer marketing program.
1. Set specific goals
If you don’t define what you want to accomplish with your program before starting, your program can fizzle out and you might not reach the potential you would have reached otherwise.
By having specific goals, you can create an influencer marketing program that works. Laura Gonzalez of AutoNation explains that the goals you set will determine what tactics you need for the campaign.
Fab Giovanetti from Whole Influence says that when it comes to professional standards, agreements or contacts you have to create a clear flow of communication with influencers because it helps influencers to deliver efficiently.
2. Give a reason to share
Learndojo’s Sajan Devshi explained that one tactic that made influencer marketing really successful is giving away a product for free.
Brian Horn of Authority Media Group says “The right influencer can create a different world for your business by enhancing your reputation. So, the best tactic is to give influencers a reason to share your brand”.
He adds that “I don’t recommend going for big entrepreneurs, because they get so many messages and tags every day. Instead, choose the leaders in their specific niche of a market”.
Dan DeBaun explains “Engagement is always higher and it keeps the product in the mind of the visitor for longer periods of time.”
3. Be open to experiencing other mediums
Most people assume that influencer marketing campaigns yield the best results but, you might want to be open to exploring other options.
Take a look at the platforms your customers use most often. Yasir Haseeb of Tekrevol says “Choosing the right social media channel that supports your goals is important for the success of your influencer marketing program.”
Videos or Instagram posts aren’t the only ways for your program to thrive. Nooria Khan from GigWorker mentions “The best thing that made an influencer marketing campaign successful is through Podcasting. Podcasting provides valuable and informational content to your audience. This will help you to be recognized as influencer and a go-to expert, and thought-leader in your industry”.
Mavens & Moguls Paige Arnof-Fenn explains “Instead of focusing on the most popular/branded influencers, you should include the internal experts, niche experts’ prospects, micro influencers and customers in your marketing mix. Getting multiple perspectives or insights tends to enrich the discussion and generate more activity online.”