You must have heard about influencer marketing via social media. But have you thought about the ways you can improve the results of this technique?
In the following sentences, we’re going to provide you with simple tips that can lead to a higher ROI in your influencer marketing campaign.
The rise of social media marketing
With half of the world using social media apps via their smartphones, social media marketing is the best way to reach out to a niche audience.
The power of social media marketing has now been more featured than in the past with the outbreak of COVID-19. To be honest, the traditional means of trading and marketing are dying.
Different social media platforms are offering various attractive features to broadcast content and reach out to more audiences.
However, being better than competitors is not as easy as using social apps. You need considerable knowledge in many areas to be able to outdo your rivals.
There are many techniques that can boost your marketing campaign and help you increase the ROI of your social activities. Influencer marketing is among the best of them.
Why influencer marketing?
Influencers are generally the social/internet users who have a considerable number of followers and also a kind of leadership in an area!
In fact, you don’t need to be a celebrity or a music star to influence people. Every person who can generate compelling content in a certain field is an influencer.
Influencer marketing is the partnership of brands and influencers in order to advertise the products/services of that brand.
Reports show that the ROI of promoting businesses and building awareness with the help of influencers is great.
A majority of brands and marketers are thinking about the increase of the influencer marketing budget.
So, a lucrative online business has emerged on social media in which a lot of users are trying to gain fame in a niche and become an influencer.
By the way, you need to be careful in all stages of influencer marketing such as finding niche influencers, choosing the best options, contacting them, and finally building a long-lasting partnership with them.
Here are several tips in this regard:
Conduct competition research
The first step to embark on any new career is to study previous works done by competitors. Try to do competition research and find out successful influencer campaigns in your niche.
This is also a good idea to be familiar with niche influencers. Make sure that you’re considering all features of the campaigns not only the number of followers.
Focus on niche influencers
Remember that your purpose is to increase brand awareness when collaborating with influencers.
They’re not like celebrities who may advertise everything and still get results. Influencers are generally highly-engaged within a certain niche not all over the social space.
So, you and the influencer should have many things in common including content, platforms, industry, and even tone of voice.
This will make your promotion seem more authentic so the social users can accept your message easier.
Use valid tools for finding influencers
Fortunately, there are different tools for any task these days. Finding influencers is no exception.
You need to make sure that you’re considering every suitable option for your campaign. So, a simple search on google or a piece of advice from a friend can’t bring you the best influencers.
Valid tools such as Awario, BuzzSumo, Traackr, etc. can help you to find niche influencers all over social media platforms.
Analyze the influencers’ analytics
Fortunately, the above tools provide you with various demographics data to ensure that they fit your goals the most.
Age, gender, location, language, followers, tone of voice, and some other factors play crucial roles in the effectiveness of influencer marketing.
Try to analyze these information using the above tools and also other social analytics tools such as Insights and Google Analytics to find the optimum choice.
Choose influencers with more expertise
Many social marketers focus solely on the number of followers when choosing influencers. This is not always the best approach.
If you want a deep and long-lasting influence on your audience, you need to collaborate with experts in your niche.
For some reason, influencers with less expertise may have more followers. But you need to think about the long-term effects of their activities.
Fortunately, the effects of more authentic suggestions will emerge after a while. So, try to select influencers who are experts in your niche.
Collaborate with several influencers
Sometimes a single influencer can’t reach out to all required social users. So, you need to think about working with several influencers with different circles of audience reach.
Try to take a unique and consistent style in your campaign to increase the effectiveness of influencer marketing.
Performing social media cross-promotion and linking all your influencers’ content with each other is also useful.
Work with different levels of influencers
Influential people on social media can generally be categorized into four groups: Mega, Macro, Micro, and Nano-influencers.
Depending on the size of your company, your target markets, and the type of your products/services you should select different influencers.
For example, Nano-influencers may have less than 5,000 followers but they’re highly engaged within their followers. Also, they’re the best choice for local marketing since many local people may not follow Micro and Macro influencers.
So, try to prioritize your budget for different levels of influencer marketing.
Think about organic influencers
As the profits of influencer marketing grow, defrauds in these areas increase. Keep in mind that social users don’t like the content that seems too promotional.
In fact, you shouldn’t view social media as a shop. Influencer marketing also faces this problem.
People won’t accept the suggestion of the influencers who are thinking solely about money. So, try to find organic influencers along with paid-influencers.
Organic influencers are actually the real customers of your products/services. Many of them are eager to suggest high-quality products/services to their friends without charging brands.
This is also an option you need to include in your strategies. Try to encourage them to be your brand advocate and in return, offer them some benefits such as discounted prices.
Make clear the type of content generation
There are many ways in which you can collaborate with influencers in content generation. Here are some good options:
- Influencers take control of your account for certain periods
- You take control of influencers’ account for certain periods
- You create content and influencers promote it
- Influencers generate content for you and you share it on your accounts
Set SMART goals when contracting with influencers
The goal of every financial collaboration needs to be defined from the beginning. Make sure that you don’t miss any points because it can cause trouble in the future.
Here are what you should agree on:
- Number of posts
- Type of the posts including regular posts, stories, Live, IGTV, etc.
- Tone of voice
- Length of videos
- Campaign period
A summary of what you need to take care of during influencer marketing campaigns was presented. However, this is an ever-changing field and you need to track the trends constantly. Keep in mind that without a consistent analyzing you won’t reach significant success.