by Renee CollieJanuary 18, 2019
Adding influencers to your marketing campaign is a great way to let third parties who already have a following help you expand your reach and following. Partnerships and Co-op work can be mutually beneficial and humanize your product/service. If you're new to venturing down this path, here's a few tips to get you started.
Identify the influencers that compliment your brand.
There are also agencies and influencer communities that help you do this. Pollinate Media connects brands with influencers to create authentic conversations.
Review their Followers
Ask for their social analytics provided by the platforms you are using them on. On instagram they can take a screenshot and send you the breakdown of their followers, etc. Use this to confirm they are a match for groups, ages, locations, etc. If your offer is local, then your influencers need to have a following mainly in your area!
The source tracking links in DirectMail.io allow our companies to provide influencers with a unique link that is tracking clicks and conversions and even provide a list of WHO filled out a form or entered a promotion. You can define success by engagement, conversion, or lead data. Define it early and let them work their influence magic.
Consistency is key
This is in all marketing, yet so often we lose perspective and think campaign to campaign as though they are powering each other. Our branding, messaging, and momentum doesn't start over with each marketing effort. They can serve as launch pads, creating a marketing machine all year long. If an influencer talks about you once and never again...it's going to come off lacking authenticity. Be sure to think through this and include them every so often. This maintains their approval and interest in your brand and keeps their followers engaged.
Don't forget the micro-influencers.
Micro-influencers may not boast 10's of thousands of followers, but that doesn't mean they don't have YOUR target audience. They are working hard to grow their brand and often willing to take jobs more easily and readily. If they fit your target, don't count them out. Micro today doesn't mean they won't grow far beyond that later and being a brand who has supported them a long the ways goes quite far in the social media world.
Convert Followers and GET TO WORK.
Their influencer may have led them to you, but it's your job to keep them. Will some of them be promotional junkies? Maybe. But any good deal lover can become a brand lover. Be sure your social media strategy is consistent and reflective of the influencers you are using, otherwise you'll lose followers because they couldn't find their connection to you that makes it worth staying.
If you're new to influencer marketing, we'd love to chat with you about how it can become a seamless part of your strategy this year.