How to create an influencer marketing strategy?
Whatever your field of activity or your marketing vision, your brand will certainly not ignore the influence of marketing, which has become simply unavoidable. This article will explain the four main steps which will help you build your influencer marketing strategy.
1. Profiling your target
Who exactly are these people to whom I want to sell my products / services?
Answering this question is the first step in developing an influencer marketing strategy. In order to reach your campaign goals, you need to understand your target, their desires, their expectations and their purchasing preferences, which will consequently lead you to identify their type of personality. As such, you will also be able to know which type of content to share.
To profile your target on the internet, there are several questions you can take into account.
· How old is your target?
· They are mainly men or women?
· What is their geographical location?
· What language do they use?
· What are their favourite social networks?
· Who are the celebrities they follow?
· How do they like to buy?
· When do they make the most purchases, and on what channels?
2. Choose your influencers
One mistake that brands usually make is to base the choice of influencers on their popularity ratings. This is an easily avoidable error. The decision of choosing an influencer must be based on which type of content he/she displays online and on what sort of relationship he/she has with the community he/she is impacting.
Here are two questions you must answer when choosing an influencer.
· Which influencer has a wide and well-established audience, who might be interested in your products?
· Which influencer will best present your product to generate interest and even push for the purchase?
The best influencers are those who have, over the years, developed a relationship of trust with their audience that consider them as completely credible and expert in the topics they address. Ifluenz and TINA (specialty: influencers in Africa) are two tools that allow you to easily find influencers in accordance with your brand and its products.
3. Get your message across before contacting influencers
Many people deplore the fact that brands impose the message to be shared on the online. Based on the fact that influencers have created and animated their community for years with their own editorial and conversational charter, it is natural that they would not be seduced by the idea of reviewing everything overnight, to follow the requirements of a brand. This is all the more understandable, as their audience itself expects to receive objective messages, the sharing of which is not solely motivated by the pecuniary aspect.
By contacting an influencer, there is no certainty that your message will be shared. Let them know about the benefits of your products or services and let them explain themselves to their followers. After all, they are the ones who can convince their audience to buy your product/service.
Knowing that influencers receive many partnership requests, you will definitely need to stand out to get their attention and convince them to accept yours. For that, as you study your target, also focus on the habits and personality of each influencer. You will know how to direct your message or which of your products is most likely to make them want to talk about it.
4. Measure the impact of your influence marketing campaign
The final step in creating your Influencer Marketing Strategy is to define Performance Indicator Keys (KPIs) to measure the impact of your post-launch campaign.
· How many visitors do you think will fit in your shop with content from an influencer?
· What behaviour do you expect from the target?
· What are your sales objectives following the launch of the campaign?