This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Influencer marketing strategy has advanced beyond seeking influencers with a large following and pretty photo. Influencer marketing strategy has advanced beyond seeking influencers with a large following and pretty photo. As consumers are in control of how they consume content and interact with brands more than ever, understanding ad resonance across screens is the only way to successfully drive memorability and brand lift today.”, – Randall Beard, President, Nielsen Expanded Verticals. Collect as much info as you can including sales, click-through, engagement, views, impressions, and all the things that will help you in determining the performance of your campaign. Misconceptions about the influencer marketing industry, like: a. Influencers are only good for awareness. Founded by Jay Fiset, the event brings together individuals from all over the world who are seeking to create long-term partnerships in their business. As we look back on the exponential growth of the influencer marketing industry in 2020, we’re taking stock of our learnings on how the industry has changed and formulating an updated list of ‘best practices’ moving forward into 2021. The experts featured in this section have both implemented influencer marketing to grow their own businesses, as well as crafted strategies for others. Audiences gravitate towards influencer content more than they would towards an ad coming directly from a brand. Since the golden age of advertising, the idea of leveraging influence to impact purchasing power has been in full swing. “A good way to find influencers in a specific industry is to look on social networks for key players in your industry, and use the trickle-down effect. Elise is the Content Manager at Thinkific. Yes this takes time, and yes it may not guarantee the outcome you want (at least not right away), but it’s the only way to build authentic relationships that last. Look for metrics like conversion rates, email opens, likes, comments, and generally get a sense how active their community is in the groups they lead. As influencers receive an increasing number of requests to collaborate, what can you do to set yourself apart? Your influencer programs can play a variety of roles within your marketing mix; whether they are supporting a large integrated campaign or leading the charge in campaigns of their own. Fast forward to today, and technology has fundamentally shifted the way businesses connect with customers. They are busy people. We’ve also sent physical products to the influencer to have them post on their feed or story, and have seen very strong returns, especially when offering a free product in exchange for post.”. Where can you see room for improvement? It takes time to reach out and begin to form a relationship with someone. “Taking a more directed approach to influencer marketing has paid off dramatically. Social takeovers are when influencers take over a brand’s social channels for a limited amount of time. Once my course launches, they have agreed to share it with their audience. Content created for an awareness-only campaign will look different than content created to drive sales. Reports have shown that companies will spend upwards of $10 billion on influencer marketing by the end of 2020, a clear indication that the opportunity is there. As digital conversations continue outside your control as a business owner, brand equity is increasingly in the hands of the masses. Aim to measure the impact each influencer has on each goal, so you can validate the assumptions you made in putting the strategy together. 11. There are several ways to do this. Having an organized and defined workflow is key to running a smooth campaign. We won the Digiday Technology Award for "Best Influencer Marketing Platform"! We recommend using a different browser like Google Chrome. Don’t make this mistake. “While advertisers have started to follow consumers online, about a third of online advertising campaigns don’t work—they don’t generate awareness or drive any lift in purchase intent. For decades, businesses have sought out opportunities to work with influential public icons, from fashion to the silver screen. This will help you flag both short term and long term opportunities, and ensure you’re being systematic in your analysis. A monthly calendar is a must for all your content requirements. I’ll also be offering an affiliate program for influencers who are interested in promoting my program on their social networks or blogs for a percentage of my course fee.”. This is the crux of an effective influencer marketing strategy. Report and Analyze Your Influencer Marketing Strategy: Collect as much data as possible to assess the success of your influencer marketing campaign. You want to prove the value of a program and see that ROI immediately. If I have their phone number I always send a text. b. Just make sure you know your funnel goals and business objectives ahead of planning your program and picking your partners! 9. Measurement and reporting has to continue to evolve and tell a story. Let paid media elevate your strategy, don’t count on it to do all of the work. Nycole Hampton, Head of Influencer Marketing for MWWPR. 3. So without further ado, here is our 2021 guide to influencer marketing (including a few outdated approaches we’ll be leaving behind in 2020): It’s time to start planning your marketing strategy for 2021 and influencers should absolutely be part of that picture. Influencer marketing boasts an incredible return on investment, taking advantage of digital spending trends and today’s social media-obsessed world to reach the widest, most relevant audience. We saw very strong returns, upwards of 7-10x ROAS. Reaching out to influencers for lasting value is an art, and takes time. Social takeovers are when influencers take over a brand’s social channels for a limited amount of time. It’s a very direct way to get their attention.”, – Susana Yee, Founder, Digital Everything Consulting. Lastly, we’ll look at some mistakes to avoid when building your strategy. At this point, you might be tempted to start cold-emailing your prospects to explore opportunities. The more genuine your relationship, the more invested influencers will become with a brand. Influencer marketing expert Susana Yee, Founder of Digital Everything, offers some great tips on where to find the right influencers. Make sure you show up looking to bring value first without expecting anything in return – you have to trust that approach will bring returns.”. Let us know in the comments below. Let’s get to it! Influencer marketing platform is a solution which is designed to assist brands with their marketing campaigns. By forming authentic relationships with the individuals who are shaping the conversations and perceptions about your business and industry. Click to share on Facebook (Opens in new window) Clifford Luu, founder of Cakes by Cliff, used a combination of these tactics to launch his online course on Thinkific: “I chose five different influencers from around the world that I already had a connection with, and offered them a chance to access my course in exchange for them providing a testimonial on my course landing page. I hope this guide has helped prepare you to build your own influencer marketing strategy! 4 Influencer marketing strategies for pandemic-proof brands in 2021 posted on January 6, 2021 After an unprecedented year, brands around the globe are poised to create a pandemic-proof digital strategy and influencer marketing will have a significant role to play. As marketers, we need to be sure we adjust our online communication strategies accordingly; setting well-informed goals, keeping those goals in mind as we plan and execute campaigns, and understanding how influencers fit into the holistic picture of our marketing efforts. Thankfully, there is a bit of a formula for how to approach it. You can also find industry publications online that may mention influencers. Remember, it’s about quality over quantity. An attitude of collaboration is key! 1. Influencer marketing strategy has advanced beyond seeking influencers with a large following and pretty photo. Being an influencer is defined by the ability to drive influence across any category. A simple Google Search will sometimes garner lots of great results since many niche influencers will not be on the search databases – they often get enough inquiries directly.”. We all know social platform algorithms can significantly limit reach, so incorporating paid media ensures that all of the great storytelling makes its way to key consumers. Any activities you plan should be connected to your overall business and marketing objectives. It’s great to get started with influencer marketing, but you also need to measure your ROI to pave the path to success. Know what channels and content types will help you achieve your goals. Do they have the same interests and aspirations as those you’re looking to target? Following this logic, an influencer marketing strategy is defined as any marketing activities done with the purpose of identifying, engaging and nurturing relationships with people who are trusted influencers for your target customer. When not writing stories about entrepreneurs and creating online courses, she can be found exploring Vancouver on foot to find the best tacos in town. In the next step, we’re going to walk through how to start your relationships off on the right foot to maximize your efforts. Consumers are willing to spend more on eco conscious fashion, so green brands raise awareness with influencers. Begin with your end in mind and you’ll be well positioned to get the most out of your influencer marketing strategy. Diversity isn’t a “nice to have” it’s a MUST have - Influencers have to be a true reflection of your audience. Here are 11 powerful influencer marketing stats curated to inform your marketing strategy this year, based on a 2019 survey of marketers by Mediakix, an influencer marketing agency. Increase brand awareness and trust: In this bucket, you’ll want to monitor engagement metrics like social shares, hashtags mentions, likes, and comments. Here are 11 powerful influencer marketing stats curated to inform your marketing strategy this year, based on a 2019 survey of marketers by Mediakix, an influencer marketing agency. You can probably get a sense of the benefits associated with using an influencer marketing strategy. 3. Take note of any related hashtags across Twitter and Instagram, and check out industry related Facebook or LinkedIn groups. JVology is an example of this. WOMMA (Word of Mouth Marketing Association), Your end goal with influencer marketing is to cultivate a lasting relationship that allows you to connect with an influencer's ecosystem in a meaningful way. Take note of what’s being sharing by key people in your own network, as well as what’s going on in your extended network. c. Big reach does not equal big influence and small influencers do not mean they are the most engaged. With some initial sales and a growing community online, Cheryl wants to give influencer marketing a shot to boost her status as a thought leader in the space, and ultimately attract more premium customers. 2. Influencer marketing platform is a solution which is designed to assist brands with their marketing campaigns. 3. There are many influencer tracking platforms available, but if you don’t have the budget for one, download our free outreach tracking template to get suggested evaluation criteria and a framework to keep track of your research. To get you thinking, here are a few examples of ways you can work with an influencer, and how they could help you achieve specific marketing goals. A survey by Nielson shows that trust in online advertising has plummeted in recent years, and recommendations from friends or peers are becoming increasingly valuable. Report and Analyze Your Influencer Marketing Strategy: Collect as much data as possible to assess the success of your influencer marketing campaign. We’re going to share insights from online course creators who have used influencer marketing, as well as industry experts who create these strategies for others. ...it boasts an undeniable ROI, it’s an effective tool for managing optics in an authentic way, and it perfectly plays into the ever-increasing amount of consumers’ digital spending. Meaning they just choose one huge influencer who has 500k – 1 million followers and pay them $10k to post a couple of times, expecting a ton of sales. Your goal should be to befriend the individual, not pitch to them. Just because a feed looks beautiful does not mean that content messaging resonates well with the target audience. Consumers expect more from influencers and brands have to as well. Are they content creators, and is their content ranking? So what do you look for, when evaluating possible influencer partners? 6. Not every campaign needs to be all Instagram or all YouTube or include supporting tweets or Facebook posts. Consumers expect more from influencers and brands have to as well. Boosting your influencer content brings great cost efficiencies to your program or campaign. Start with who you know. Your influencer marketing content strategy therefore needs to work bearing in mind your target audience and the platforms they frequent online. Give creators a thoughtful content brief to guide them through messaging or any key dos/don’ts, but allow them to be the expert creators you hired them to be and put it on them to proactively bring ideas and trends to the table. We all know influencer marketing is a detailed process from end to end; from planning to execution to reporting results. In fact, as an online course creator, implementing an influencer marketing strategy is a powerful method for unlocking exponential growth in your reach and revenue. It’s better to hire a ton of micro-influencers and send them free product in exchange for user-generated content.”, Nathan Chan of Foundr offers a helpful tip around being strategic with the types of platforms you choose, s some provide more evergreen returns than others. 8. If you have an online course and are looking for new ways to boost brand awareness, attract a more qualified audience, and increase sales, read on. Influencers can be powerful drivers throughout the customer journey, from awareness to conversion, but you first need to understand their place and then develop your strategy around what program type, partners and content will help you move the needle. Just as important is understanding the audiences on each social platform and looking for what types of content they like to engage with most frequently. If you’re looking for real people who care about sharing the message behind your brand versus getting a paycheck, check out this tool. Want to see how agencies like MWW leverage Tagger's platform to discover the best influencers, run campaigns, and report success? 3. By providing them with an opportunity to be profiled as an expert, your brand will be elevated in the process. Your end goal with influencer marketing is to cultivate a lasting relationship that allows you to connect with their ecosystem in a meaningful way. Share this influencer marketing story. You want people who understand you and trust you, so focus on delivering fantastic results to a few.”. Brand mentions: Work with an influencer to include brand mentions on their platforms with the highest engagement. Ultimately, the success of your influencer marketing strategy depends on how well you are able to track your activities back to your business objectives. “The first thing you need to do is understand how you can serve their audience. Through leveraging this method, you can tap into a highly engaged and curated audience, and build alliances with influencers who are actively looking for ways to add value to their community. Consumers continue to trust content coming from influencers, in 2019 Nielsen reported that consumers are 92% more apt to trust content coming from an influencer they trust than from a brand, even if they already love the brand. There are many instances when corporate messages and CSR initiatives can be brought to live through social content creators who hold the attention of key Corpsumer audiences. Also, keep an eye out for events designed to facilitate connections between those looking to collaborate long-term. I started to partner with influencers I have worked with on projects as well as brands I have worked with. Usually we assume that if someone has a business bigger than us, they won’t want to collaborate with us. It’s important to understand what you want your influencer programs to achieve throughout the year so that you can plan ahead and put aside the appropriate budget to match the need. A stranger asking you to share a link on social media to an article they wrote, as they feel it would bring value to your audience. Using an OKR goal setting framework, here’s what Cheryl’s goals might look like: While it’s fine to have multiple objectives, keep in mind that meeting a goal of raising brand awareness will require different influencer marketing tactics than if your goal is to generate leads. Remember to keep conversations with your key influencers going, and ask them for feedback throughout this process. You may be able to find potential candidates from the speaker line-up who are already seen as experts in their field. Consumers react and consumer content differently. Coupons or discounts: Offering a special deal to their audience is a great way to provide tangible value for them, and drive leads for you. Working with key influencers in the social media industry has been a terrific success.”, – Mike Allton, Founder, The Social Media Hat. A monthly calendar is a must for all your content requirements. “Get crystal clear on what you provide, and what you want to achieve. Related: How to Get Top Bloggers To Promote Your Online Course. The key is finding influencers that have the ability to influence your specific target audiences. Investing in the right tech tools allows your agency partners or in-house teams to focus more on strategy vs. spending time on manual tasks that can be handled by efficient tech. To work bearing in mind and you ’ re not alone set influencers... 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