Did you miss Part One? You can read it here!
How can I develop an overall influencer strategy? As with everything in marketing, you need to have a clear objective for your influencer marketing efforts. You need to create clear, measurable goal, with realistic results.
For example, you could aim to connect with five different, relevant businesses within six months, that you would like to partner with. You could create a piece of useful, interesting and engaging content that attracts 1,000 new visitors to your website; everyone loves a good read! Especially influencers! Showing your commitment and passion will be a top brownie point for influencers; providing value is absolute gold!
Something to bear in mind; your exact strategy will depend on the type of business you own, your general marketing aims, and the type of influencer you are targeting. If you are new to this, developing a tiered approach for connecting with influencers is a good start. It can be a real challenge to get the attention of the key influencers, but if you post often and provide great content, which will show you are knowledgeable, then you will be noticed.
Can I connect with influencers? Of course! It requires time and research, but if you want to connect with influencers, this is a fantastic way of building trust.
Sending an email or picking up the phone can work, but contacting people in this way is always better if they have an idea of who you are. Also, their time is precious, as is yours, so making sure you have a plan is essential for when you do connect with them.
You can use social media to start building influencer relationships before you are ready to launch a campaign. Follow them on Twitter, Instagram, LinkedIn and Facebook; answer their questions, help them with their problems and share their content. By proving value, you are building relationships on trust; and that is key. When you need advice with an influencer campaign, they will already know who you are, and they will gladly help; because they trust you and you provide value!
It is always possible to meet potential influencers in person; by attending events and conferences. Networking is a fantastic way to meet new people and build relationships, and influencers go to networking events. Attending conferences is a great way to keep up to date with the business world and industry leaders, and to meet influencers. When you get the opportunity to meet an influencer, make sure the value you are offering them is immediately clear. Our time is precious!
How can I measure my results? What you measure and how will depend on what you are aiming to achieve. If it is possible to measure something that is relevant to a marketing campaign, then you should measure it.
Some examples of things you should include are:
- The number of links to, and mentions of, your website you generated
- The amount of traffic from the links you gained, and the number of sales that resulted
- The number of social media mentions your campaign gained
- The number of meaningful influencer relationships you have created
What’s next? The next step is to analyse your results and see what you can do better next time. This should be the case with all your marketing efforts.
Did you receive any feedback on your content? If so, go over it and work out what improvements can be made for your next piece of content. Did it take you longer than anticipated to connect with influencers? If so, you may want to spend more time connecting and building relationships.
No matter how well, or not so well a marketing campaign went, it is always possible to improve things for next time. That’s the joy of marketing; it evolves and becomes something better. Look at the data you have gathered from your website including analytics, your interactions with influencers on social media and use it to make sure your next marketing campaign is even better!
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