improve your influencer marketing campaign in 3 easy steps-influencer on demand
Have you ever wondered why influencer marketing works for others but not for you? It could be confusing when you are not getting any results from something that has been “confirmed” to be effective.
Did you ever mind that you might have made a mistake with your Influencer Marketing campaign? When marketers say that something as powerful as influencer marketing is not working for them, there's a reason. Usually, they're just not making it right.
For instance, you could be:
- Working with the wrong influencers
- Focusing your efforts on the wrong social media platforms
- Not building a good relationship with influencers
In this article, you will learn the most common reasons for the failure of influencer marketing campaigns. You will also learn the 3 easy steps that can improve your influencer marketing campaign.
Step 1: Take the Time to Get to Know Your Audience
Every successful marketing campaign, whether it`s an influencer marketing campaign or traditional marketing campaign, begins with thorough public research.
It is an essential part of influencer marketing. First, you need to know who your objective And only then can you begin your search for people who influence the opinions and decisions of your target audience.
As a result, their steps are based on opinions. They can only try to guess which influencers will have an impact on their fans. Take a look at the case of Claire Cervino, for example. Chriselle has more than 60,000+ followers on Instagram.
A majority of her posts are about fashion and lifestyle. So when she posted the following image promoting The perfume, CC cream, brow pen, and a little mascara. In the screenshot below, you can see that she is posting all the things related to makeup. She also kept a book as a supportive element. This post is looking quite genuine instead of promotional.
She could be the right choice for this specific product. You need to take the time to research the likes, dislikes, behaviors, and values of your target viewers. The relevant information from your audience research will help you find the right influencers for your campaign.
The audience insights will also help you design a campaign that delivers the maximum results as your brand.
Tip #1: Monitor Audience Conversations
The best way to get to know your audience better is by observing their conversations. This will help you learn their communication style and the tone they’re most satisfied with.
Are their communications typically formal and straight to the point? Or are they more casual and humorous? This report will give you a better idea of what type of influencers will be best for your operations. You can watch conversations on online discussions relevant to your niche. You can also use keywords to find relevant communications on Reddit and Quora.
They're places where people with the same concerns come together to communicate. These conversations can help you understand your target audience completely.
Tip #2: Find Out What They’re Interested In
Another great way to get to know your audience better is by finding out what topics interest them the greatest. For this, you can use tools like BuzzSumo to find trending and hot topics in your niche. If your target audience is comprised of small business owners you can use the “small business” keyword to search for the most popular topics within this niche. BuzzSumo will show you a list of some of the most trending articles related to “small business.”
Determining their topics of interest is required. After all, different influencers have several approaches to creating content. All influencers, (even in the same niche), have different values and interests.
This involves the audiences they influence will be different as well. Let’s say you have a preference between two influencers in the food and lifestyle industry. One regularly promotes fresh-healthy, natural foods and products as well as eco-friendly sustenance on a budget. The other concentrates on luxury living and frequently posts photos and stories about exotic foods from her luxury vacations.
If you were trying to sell a new organic product, the first influencer would have a much more meaningful impact on your target audience. You can still reach out to the second influencer as well, but your main target should be on the first.
Step 2: Choose the Right Influencers
Insufficient or fallacious audience research is one of the main causes brands to choose the wrong influencers. Unfortunately, many marketers concentrate on the wrong metrics when refining and selecting potential influencers.
Even if you choose the right category, but don't choose the right influencers from the category, your operations might still fail. Common mistake companies make when estimating potential influencers is to rely on reach solely. To truly engage your fans and execute a strong campaign, you need to do one thing: Find influencers who have the right balance of reach and engagement.
Don't just concentrate on the number of followers and the page authority. You should also look at their retweet and reply proportions, and other metrics. Look at anything that will help determine their engagement levels, such as comments and shares. The goal is to work with an influencer who can add a human touch to their communications, and help you build a healthier relationship with your audience.
Usually, micro- and mid-level influencers are ideal for this. They can drive more engagement than top influencers and mainstream celebrities. Let’s take a look at an example on BuzzSumo.
If you use the keyword “gaming” to find relevant influencers, you’ll get a list sorted by relevancy. Usually, the top-tier influencers will be listed at the top.
Step 3: Don't Control an Influencer’s Voice
Influencers are influential for a reason. They have a unique character and a unique sound with which they communicate with their fans.
Many of their fans can easily spot any variation in the style, language, or tone they use. In an attempt to maximize your campaign’s appearance, you may have tried to control what an influencer said about you, or how they told it.
This is one of the most dangerous mistakes you can make. If the influencer loses their voice in a sponsored post, the message is going to sound fake and cold. Their fans will spot this fakeness right away, and will likely ignore and/or ridicule the sponsored post. Let’s say you have cornered an influencer who often expresses his mind in a blunt, yet engaging way.
His audience loves him for his honesty and sense of humor but you decide to craft a trained message for him to use in the sponsored post. Do you think his audience is going to buy the formal tone of the message? Probably not.
So, if you have a specific message you want the influencer to tell, tell them what, specifically, needs to be included, then let them use their voice to do so. Tell them what you expect, but give them the freedom to recraft your message into something that will appeal to their fans.
Take for example Jack Douglass, who runs the YouTube channel Jacksfilms. He often creates sponsored posts in a way that invites to his viewers. He doesn’t try to hide the fact that it’s a sponsored post but instead changes it to fit in with his regular content. Many of his sponsored posts are designed to fit his #YIAY series.
He simply asks his viewers a question and then creates a video collection of their answers. For instance, he created a sponsored post for Leesa.com, the direct to customer mattress company.
He asked his fans about them, “Top Things to Do in Bed,” and used their answers to create the video. He ended the video with a promotional code for viewers to get $75 off their new mattress purchase.