Making Influencer Marketing Work

We’re all influencers in our own way, and all susceptible to their influence over us; that recommendation from a friend, that glowing review you saw on Amazon, that cracking pair of leggings which caught your eye on Insta. Influencer marketing isn’t a new thing, it’s been around for years and now forms a part of pretty much every client campaign, but how can you make sure its delivers… Read on for our top 5 tips. 

Research 

Don’t just go for the big name influencer with the biggest following. Is there a natural affinity between the two of you? Do they produce quality content? How responsive is their audience? What sort of brands have they worked with previously? You need to do your research to find the best match 

Think about your audience 

Who exactly are you trying to reach? Who are the influencers that they engage with? what sort of content do they like? Put yourself in the audiences’ shoes. Step back and take your brand blinkers off if you want to truly engage your target audience. 

Take time to connect 

Personalise your approaches. Don’t cast your net too wide and hope something sticks. Be targeted and talk to them in a way that makes them feel special to improve your chances of working together. Be polite and responsive when they do engage, and be open to negotiation on rates. Be realistic, you will need to invest. 

Truly collaborate 

You will get the best results if you give the influencer creative freedom with their content. Don’t be too prescriptive, remember you’re working with them because they genuinely like your product so let them communicate this in their own way. Of course provide  a brief and key messages and @# to include, but giving them the opportunity to get creative will create for more authentic support. 

Be clear on the objective 

What are you trying to get out of influencer marketing? Drive sales or sign ups? Encourage trial? Have a clear end goal in mind that is over and above awareness and work together to establish the right mechanics to achieve this. Do you need a discount code? And exclusive offer? Does your messaging need to encourage a sense of exclusivity? 

If you’re interested in learning more about influencer marketing then get in touch.