To help increase the exposure of a brand among new market segments and at the same time expand its reach, influencer marketing can be an effective strategy. It is important to set goals and create campaign briefs beforehand.
Brands employ influencer marketing to increase awareness about their products or services while driving up sales through targeting influencers with large followings.
Customized Communication
The success of influencer marketing is pegged on the ability to connect with a company’s audience which may include demographics, psychographics, buyer lifecycle stage and channel preferences.
Influencers should receive a detailed brief that outlines campaign goals, messaging and deliverables. This helps foster productive collaboration as well as enables marketers communicate the results of their campaigns in language that resonates with influencers.
As part of an ROI smashing activity which saw content being adapted for each platform’s audience; posting time, content length, authenticity, hashtags and music were adjusted by Dunkin’ Donuts who hired Tiktok influencer Charli D’amelio. Furthermore performance KPIs such as engagement could be better understood through an analytical platform like Sprinklr.
Long-Term Partnerships
While short-term collaborations between brands and influencers often are used to achieve specific campaign goals or deliverables, it should always be remembered that long-term relationships should be the goal of any successful influencer program.
Find influencers who already get what you want so they will create content easily while also opening up lines for feedback on what works best with them going forward into other campaigns.
Long term partnerships allow you to foster genuine connections between influencers and their audiences thus making your investment on this type of marketing more likely provide high returns (ROI). Additionally this approach works well in helping grow your following while building trust with new customers across different stages throughout the sales funnel. By nurturing long-term partnerships brands can transform individual influencers into advocates who will share out stories or products within their own communities.
Data-Driven Decision Making
In order to boost brand recognition and sales, influencer marketing should form part of your content strategy however clear campaign goals that reflect wider marketing objectives as well as business aims must be set first.
Most commonly brands want their campaigns run by influencers to mainly focus on raising awareness about the product/service while driving up sales; nevertheless it’s worth noting that sometimes influencers work with organizations towards other goals like increasing app downloads or targeting a specific demographic.
Recently Dunkin Donuts partnered with Tiktok influencer Charli D’amelio who promoted their new beverage resulting in a 57% increase in App Downloads. No matter what your goal is data can help guide decision making throughout a campaign and show what works best, UTM codes give you more detailed information on which platforms or influencers are bringing traffic and converting visitors so an accurate picture can be taken of which platforms or influencers drive it and which visitors convert.
Authenticity
The authenticity principle is crucial for the success of influencer marketing. Therefore, Influencers should only promote products they believe in and ones that resonate with their target audience; therefore companies should vet any potential influencer partners to ensure they are aligned with the brand values and messaging.
To be more realistic about a brand’s own expectations and objectives for a campaign, it should also share them with influencers. This fosters trust and transparency between the two parties involved. Sharing what one hopes to achieve means that people can accept it easily while partnering with consumers at the same time — an important factor in establishing relationships over an extended period and boosting sales.
Companies need to establish specific achievable targets when working together with marketers like increasing awareness levels among customers, getting more visitors onto their sites or even creating leads. In order to find out which influencer has brought about particular purchases or signups, businesses may use UTM codes within promotional materials as this will offer them detailed performance metrics.
