If you’re looking to boost the visibility of your brand, generate buzz about a new product or increase the number of sales you make, influencer marketing is a good option when it comes to strategy. Social media influencers can assist you in spreading the message of your business and achieving your goals in marketing.
However, if you’re unsure what to do when beginning brand collaborations, the process may seem somewhat overwhelming. To help you understand, here are the steps you must take in order to establish a relationship with influencers.
Choose your goal
Prior to that, you must decide on the purpose. The campaign should be targeted toward achieving a goal. It could be gaining an increase in followers for social networks or increasing engagement on your company’s page. Perhaps you’d like to boost the brand’s visibility or make more sales.
Whatever your situation, the goal must be crystal clear. Make sure you choose important performance indicators that you can monitor to determine how your campaign is getting there. To gauge awareness, for instance, an excellent KPI is impressions on content for campaigns.
Know your target audience
It’s equally crucial to choose the target audience. Every brand strives to reach out to a specific population. Who is the audience you’re trying to connect with?
Think about demographics such as their gender and age. Also, consider where they live and the language they use. Consider their interests as well. How do they spend their free time? What activities do they enjoy?
Select the channel you want to use
Based on the characteristics of your target audience, choose the most appropriate social media platform to enable you to connect with them. Each network is a little bit different, with different user breakdowns and different pros and cons.
For instance, if you would like to get connected with Gen Z, you could choose to utilize TikTok and locate TikTok creators to promote your brand on the network.
Find influencers within your field
Once you’ve decided on the channel you’re planning to use to start your campaign, begin to search for influencers. Look for influencers that are within the same industry as you. If you’re a slow-fashion brand, look for slow fashion influencers and others.
Apart from being in the same field, influencers should share similar values as your company. In the absence of this, it could result in your collaboration being perceived as fake to your followers.
Examine their profile
It isn’t a good idea to contact the first influencer you discover that appears like a perfect match. Before you work with any influencer be sure to check their profile. It is recommended to conduct an audit of fake followers and ensure that their statistics overall are as good.
Take a look at the following stats:
- Follower count
- The evolution followers over time
- Engagement rate
- Average views per video
- Audience demographics
- Audience authenticity
It is easiest to analyze these numbers by making use of the influencer marketing platform. If you don’t belong to one of these platforms, inquire with influencers to send you their media kits. They should include this information.
Contact and discuss
If you come across an influencer within your industry who shares your company’s values, and whose stats are impressive, contact them! Tell them you’re looking to collaborate with them, and what you could provide in exchange in exchange for their services.
In most cases, you’ll need to negotiate the collaboration for a small amount until both sides are satisfied. It is possible to provide influencers with two kinds of incentives, monetary (fees) as well as non-monetary (free items). Also, different kinds of content are priced differently. Video is more costly than photos, for example.
In negotiating the collaboration, make sure to outline any guidelines for publishing you’re using, like specific hashtags or mentions of brands you’d like influencers to utilize. Discuss the deadlines and disclosure requirements to ensure that the collaboration is in line with advertising laws.
Review the campaign and analyze the results
When influencers start to publish content it is important to monitor the content to ensure everything runs smoothly. Also, you don’t want to miss any of the results. The more information you have regarding the content you’ve posted to promote your campaign, then the more clear an image you’ll get of the results you’ve had.
When evaluating your success, take note of whether the profit you earned was greater than your investment. In cases where it’s harder to gauge the worth of your profits (for instance, when it comes to campaigns that track impressions), examine whether you have outperformed your initial expectations.
Also, be open to how your company has been benefited from the campaign. The creation of content and PR, for instance, may not have a particular attached value, but they can be advantageous for your business.
This is the basic outline of how you can begin collaboration on a campaign with social media influencers. To conclude, make sure you define your objective and ensure it is present throughout the course of the campaign. It will guide the decisions you make, so you can ensure that every move is strategic in helping you get on the road towards success.
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