Leverage Influencers to Reach New Customers
It’s no secret that social media marketing is one of the most powerful tools you can add to your digital marketing arsenal. With social media being the driving force behind most forward-thinking campaigns, we can’t forget about the influencers that actually drive social media. The term influencer refers to social media users who have managed to build a huge following on various social platforms. Social media influencers are paid to introduce their followers to new brands and products, therefore, driving new customers and ultimately sales to the advertising brand. Here are a few easy steps to leverage social media influencers to work for your brand.
- Find an influencer that closely matches the values and ideals that your brand represents.
For your influencer campaign to be successful, it’s important that you choose someone who has a brand similar to yours for two reasons. First, it is likely that their followers are already members of your target market. For example, if you choose a vegan fitness guru to promote your line of vegan meal replacement smoothies, the influencer’s social following has a good chance of becoming customers. Second, choosing an influencer whose values appear to be in line with your company’s brand keeps your image and message consistent.
- Agree on terms and compensation.
You’ll want to come to a clear agreement, a formal contract if possible, before the first social media post. There have been countless horror stories of brands promising certain perks or influencers promising a certain quality or quantity of posts, only for one of the participants not to deliver. A lot of times, this is because of a miscommunication or lack of details discussed before starting the campaign. When talking to your influencer, be clear on details like channels, medium, quantity, quality, tone, captions, and compensation before you agree to start a partnership.
- Create and follow a content calendar.
Once you’ve worked out all of the details, you’ll want to create a team content calendar so that everyone is on the same page. This is especially important if you’re working with more than one influencer on the same campaign. Having a content calendar ensures that everyone is posting the correct content at the correct time according to the overall marketing plan. You can also use your content calendar to track and measure the outcomes of your campaign. After 24-48 hours, record key metrics like post reach, interactions, and conversions. Use that information to improve future content.