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What makes Influencer Marketing an essential part of a brand’s marketing strategy in today’s day and age? This article explains:
When a brand collaborates with an online influencer to market one of its products or services, or increase brand awareness, it’s called Influencer Marketing.
Influencers are generally classified into Micro, Macro, and Mega Influencer categories. However, when selecting influencers for your brand, It’s recommended that you also consider the industry, platform, and region. For example, it’s very easy to gain more than a million followers in popular industries such as Fashion and Lifestyle, but that doesn’t necessarily indicate how influential they truly are. Likewise, getting subscribers on YouTube is more difficult than gaining followers on Instagram. Therefore, the potential impact of an influencer on your brand cannot be determined merely by the number of followers they have.
Consequently, you should always measure Quality against Quantity. Yes, the number of followers is a deciding factor, but so are the quality parameters such as the quality of the content the influencer produces, quality of engagement, and quality of their audience.
It’s also important to note that there is a difference between influencers and content creators. Not all influencers are content creators and not all content creators are influencers. Influencers can be defined as someone with a large following but they may not necessarily be great at producing quality content.
These are the main steps to help you develop an influencers marketing plan for your various online platforms.
Always begin your plan with clear objectives—Specific, Measurable, Achievable, Relevant, and Time-bound. Some of the most common objectives that brands have when working with influencers include:
Build a persona; An avatar of your brand’s ideal customer. It should outline the demographics, psychographics, whom they follow, what kind of content they consume, and what channels they spend their time on.
Your target audience penchant should align with that of the influencers you are looking to work with.
You should define key messages based on your campaign objectives. The following are the different key messages you can design for different objectives.
What should you budget for?
The following factors should be considered when selecting the right influencers for your marketing campaign.
Here’s how you measure the results or performance of your campaign.
These are some of the important practices to help you make the most of your influencers marketing campaign and avoid potential problems in the future.
That was Influencers Marketing in a nutshell. For an in-depth understanding, register now for our Digital Marketing Course to learn more.
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