Influencer Marketing Best Practises to Drive ROI and Engagement
Today’s global and digital market has become increasingly competitive and consumer-driven. Traditional advertising methods such as print ads, billboards and TV commercials are no longer effective in the way they once were. As a result of ad blockers, it has become much harder for brands to target younger audiences. This is all thanks to the development of social media and influencer marketing.
Influencer marketing has become one of the most effective tools for businesses. It increases brand awareness, credibility and conversion rates. Using influencers is one of the most efficient ways of gaining the trust of your audience and influencing purchasing decisions. Many brands have begun partnering with influencer to generate a higher ROI, but it is important to ensure you know how to use influencer marketing to truly benefit your business.
We have provided our influencer marketing best practices to help you drive ROI and engagement.
Influencer marketing tips and tricks
Create clear goals and objectives
To kick off our influencer marketing tips, you need to start with a clear outline of goals and objectives for your influencer marketing strategy. Without a clear goal, it is tricky to measure the ROI and success of your campaign. The goals you create will have an impact on the types of influencers you collaborate with and the type of content you create.
The goals you set will depend on your brand. They could include: boost social media presence, improve audience engagement, generate leads or drive conversions.
Identifying key goals means you are able to align on which KPIs will help you reach each goal. These KPIs can include: a certain number of followers within a time period, a percentage increase in engagement levels or a quarterly revenue target.
Know your audience
Knowing your audience in and out is one of the most important influencer marketing tips. Everything you create should be designed with your audience in mind, and this extends to influencer marketing; it only works if you understand your audience.
You need to know how old your audience is, their professional and academic backgrounds, geographic locations, disposable income and other details. You should be able to create a customer profile that includes these details as well as online behaviour, favoured devices and social media platforms and likes and dislikes.
Choose the right platform
Once you know who your audience is, you know where they live online. This is one of the most important tips as if you are putting focus into a platform your audience isn’t, you are wasting time and resources.
Influencer marketing costs money and influencers are available on all social media platforms. It is important to collaborate with an influencer who has an active presence on the platforms that are being used by your target audience.
Choose specific influencers
Influencer marketing costs money, so you want to ensure you’re using influencers that will benefit your brand. The influencers you choose should have similar values and voice to your brand; this helps the partnership seem authentic to consumers.
Influencers are seen as experts within their niches meaning they have the ability to heavily influence purchasing decisions. Consumers trust influencers to provide them with additional information on a brand, product or service. A review from an influencer can be more influential than a banner ad on a website.
To help the influencer selection process you should consider the following: reach, engagement and relevance. Analysing an influencer’s social media feed will help you understand how their content is received by their audience.
While the number of followers is important to consider, you shouldn’t ignore micro influencers. The most important factor to consider is engagement rate. Often, the engagement rate of micro influencers is significantly higher than macro or hero influencers.
Trust influencers to create content
Influencer marketing content needs to be authentic. Influencers allow your brand to target consumers in their native feeds, but they will only respond well to the sponsored content if it is authentic. Influencers know what their audiences respond best to.