As a digital marketer, we all know that Influencer Marketing is a powerful enough channel to influence a brand’s image overnight. Let us discuss some strategies to harness the power of Influencer Marketing to build a brand or meet other business objectives. Influencers are subject matter specialist and they usually have a large and engaged audience which they have grown organically, in most cases. Hence, Influencer Marketing strategies are oriented to tap into these quality audiences to get extraordinary results. So how do you develop a strategy then? Let us help you with this by breaking it into a few distinct steps.
The first step in developing an Influencer Marketing strategy is to identify the business goals. These goals could be – brand awareness, building brand identity or image, audience building, sales etc. It depends on the kind of business and the stage of growth that the business is in.
The second step is to identify the kind of business relationship you want to have with the influencer for this purpose – Gifting, Guest Posting, Sponsored Content, Co-Creating Content, Social Media Mentions, Contests and Giveaways, Influencer Takeover, Affiliates, Discount Codes, Brand Ambassadors. This again depends on the marketing budget and other relevant factors.
Now coming to the third and the most crucial step – identifying the audience. To get the business goals accomplished, a set of quality audiences should be given the top priority. For this purpose, you should create a buyer persona which should include both demographic and psychographic segmentation.
After successfully completing all these steps, now it is time to select the explicit influencers who can serve the purpose of influencer marketing. Depending on the business goals and the audience, you can consider the types of influencers, such as – Bloggers, Social Media Stars, Celebrities, Industry Experts, Thought Leaders, Customers, and Noncompeting Brands, etc., you want to partner with. However, the decision is also influenced by the content topic, reach, and authority of the influencer and the platform on which they have these followers: Twitter, Facebook, Instagram, Blogs etc.
The final step is to track your outreach and other KPIs relevant to the business goal. If any discrepancies occur, measures should be taken immediately. Influencer Marketing is a very powerful tool in digital marketing. However, improper utilization can cause disaster to the brands’ image. Anticipating possible discrepancies and taking proactive measures can help avoid such disasters and gain extraordinary results. You can read more about it here.