October 20, 2021
Influencers are those who have an ‘influence’ over their following and push knowledge and opinion. Every day, more and more social media influencers emerge, and brands across the GCC and the wider MENA area have partnered with many of them to deliver their messages better. However, many brands, both regionally and worldwide, struggle to find the relevant influencers and assess ROI.
I’ll give you some pointers on how to master influencer marketing in this article.
Define your objectives.
Determine the goal(s) of your influencer outreach campaign. Are you attempting to:
Selecting the right influencer, designing your campaign’s content, and tracking and measuring the performance of your influencer marketing plan can all benefit from defining your short and long term goals.
Marketers must recognise that influencers — people at the top of their game – are also brands! Influencers have a loud voice, a large audience, and they produce high-quality material that encourages people to communicate and engage with them.
They are aware of their audience, what they are interested in, and how to influence them. To guarantee best alignment and control, approach your influencer as a collaborator and brief them on your campaign objectives, scheduling, and message delivery.
You have a tale (narrative) that you wish to share with your audience as a marketer. People who can tell your storey are known as influencers. Consumers now control the media, and individuals online are more interested in the people they interact with than the brand.
Your influencer’s material must be accurate, consistent, and elicit an emotional response to attract their audience and accomplish the intended behavioural response. Immerse your tale in the life of your engager and consider how you may generate meaningful material that will remain.
Today’s marketers must master the art of selecting the perfect influencer. When evaluating an influencer, don’t just look at the numbers. Choose people that are likeable and trustworthy and have social proof, can engage their followers, and are experts in their sector. While social media influencers are frequently used in influencer marketing, there are other sorts and categories to consider:
To be appreciated and trusted by the influencer’s followers, you must integrate your brand with the influencer’s lifestyle and overall brand image. In today’s short memory span, collaborating with a competitor’s influencer or randomly surfacing on the timelines of your influencer’s followers via a tweet or a post will have little impact.
To assist create consistency and trust, form long-term relationships with your influencer and help them think strategically. Consider how you might build creative, memorable campaigns that will help you engage with your audience more successfully and achieve the necessary ROI.
Influencers that understand branding and can create compelling content are valuable assets. Tell your influencer about your campaign, message, and delivery requirements, and they will know how to communicate your message in the most effective way possible – one that resonates with their audience. A highly polished image but does not reflect the influencer’s lifestyle and personality will be mistaken for an advertorial.
Before employing an influencer, brands should establish what they want to get out of an influencer outreach programme. Many strategies have been utilised in influencer marketing to assist brands to measure their ROI, including page visits, demand creation, and lead discussion, all of which result in increased sales and affect income.
Define your campaign’s goals and matrix, then share them with your influencer to ensure everyone is on the same page. Keep these considerations in mind to ensure that your influencer marketing plan remains consistent with your brand.
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