It’s a new world. The marketing concepts haven’t changed but the way things are done certainly have. Influencer Marketing has, since long, been trusted on both small and big scale for gaining credibility. I strongly rate the power of measuring as one of the strongest factors in deciding the success of an influencer marketing program. I will list out a few things you must consider while working with social influencers for your brand. Let’s go ahead in an order:
- Give your influencers enough freedom to work the way they want. They will require data, product knowledge and insights to your future plans. Empower them with enough brand-related knowledge so they can share it with others. It’s necessary to build trust within users. An informed social influencer can do that just right. Chances are your influencers have a lot of work of their own and quite a lot of experience in marketing and dealing with people. You never know they might get you better results through their influence than you had thought.
- What cannot be measured cannot be made better. Measure influencer performance. Your program will not fetch you results if it doesn’t let you track engagement. Marketing program developers can develop influencer marketing programs with advanced analytics. These track shares made, referrals sent, rewards that engage, influencers who perform, purchases made, and almost every activity that takes place. When you know which messages, rewards and contests perform well, you can build great combinations that generate excitement and engage constantly.
- Value associations. Reward your influencers appropriately. This results from detailed tracking since you won’t be able reward them properly for their efforts unless you track their performance with accuracy. Try to mix up rewards. Give them the option to choose from a rich catalog of rewards. It may not always be a cash payout. The good thing: influencers are often motivated by VIP offers, exclusive access to premium rewards and perks as well.
- Guide them. The social influencers you recruit may not take action all by themselves. You will have to orient them. Specify tasks. By means of weekly or monthly newsletters, you can communicate your future business goals or tell them what tasks they need to focus on. Give them a message template they need to share with their fans and followers. Make clear what activities you want developed. These newsletters can also contain information on upcoming contests and sweepstakes for encouraging maximum participation.
There can certainly be more things you, as a brand, will need to consider when trying out an Influencer Marketing Program. What more would you like to add?