As influencer campaign planner it is without any doubt that the right set of influencers can get you the desired results but there are other things that are equally important. If you are new to this and have little knowledge the following tips will help you to make the right decision.
1. Define your audience
Before anything it is important for you to define whom the campaign is for? Who is it aimed at?
Understanding your audience set that you are going to reach out to in the campaign will help you plan the campaign better. Further targeting the audience under demography, geography, interest etc will help you narrow down to those who really matter.
2. Multiple touch points
We all know social media is a good place to create influencer campaigns. But is this enough to get the desired attention of your audience? As a marketer you are aware of multiple touch points that needs to be created in order to grab attention.
For example an integrated approach of social media and on ground activity from an influencer might work better than a single platform alone. Inviting influencers for a product launch can do much better than just the influencer reviewing the product online. This can be a very good PR in itself.
3. Clear communication
Often we forget that communication is key to any campaign. Try to pin down on what you want the audience to see or hear about your brand. Keeping it simple can work wonders.
4. Selection of influencers
With the invention of various influencer-marketing platforms that help you streamline and select influencers it has become convenient but also confusing. The key to successfully crack this is to understand what metrics that you are looking for. Sometimes reach is far important than followers or micro influencers can give you better results over social media celebrities.
5. Measuring the campaign
ROI from an influencer marketing campaigns are still debated, some claim to have cracked it and others are left reeling. Setting campaign objectives will help you to understand the metrics that you wish to track at the end of the campaign. For example if it is a branding exercise then impressions and reach could be a good metrics, if it is a lead generation campaign then footfalls to the store or the number of people who have shown interest in your product could be a good metrics.
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