It’s interesting to see the things following the circle of life. Earlier, we used to see direct selling TV and Radio commercials where content used to sell a product. With the advent of technology, we found ways to skip those ads. Now, brands have found ways where the influencers or stars of social media are trying to sell us products but through a different medium.
If you don’t know how to use Influencer Marketing, take this example of how bad impression can it make. The Reliance communication fiasco where celebrities were used as Influencers on Twitter, and all of them ended up posting the exact same tweet (maybe the PR company that handled all the celebs was the same)
Follow these simple 7 steps to get this right.
Step 1- Question yourself
The first thing that a brand should do is to introspect and be clear about what they are and what they want. Ask questions like who is your customer? Where is your customer most active on? What content do they watch the most? What are the most active hours of your customer?
Do research on your consumers before you go to the next step.
Step 2- Research Influencers
The easiest way is to hire an agency to help do the search for you. An alternative to this is to use some of the tools that can help you search. If you don’t have a lot of money to pay for any of the above, then you can always search on your own.
Keep in mind the following attributes during your research:
- Context: It is most important for the influencer to be contextually fit with your brand. You cannot ask Rihanna to post about software, even though she has 86+ million followers on Twitter.
- Reach: After you’ve found a contextual fit for your brand, get the one with most number of followers. If you’re into e-commerce or food and beverage field, then a mention of your brand to 86 million people is going to be brilliant.
- Actionability: Influencers don’t push something to their audience. Their followers choose to be a part of their network and are there to engage and listen to the topics discussed. That is why, contextual fit influencers are required for the job.
Step 3- Understand your Influencer
To be successful in selling, you should always understand what drives your audience; is it money, free coupons, appreciation, shout-outs or something else. Spend some time to understand your influencer so that you know what motivates them. Influencers are people you’re interfacing with and you need to understand that all influencers aren’t the same.
Step 4- Set objectives for brand and clear expectations with the Influencer
Set clear objectives for your brand about what you want to achieve from this engagement. Do you want to get more likes, more followers, more sales or something else? Make sure the same is clear with the Influencer who is going to drive your campaign. Marco Hansell states that, “You need to focus and have only one goal. You can’t try to do everything. Remember that a person may only engage one way with a post. They’ll retweet it but not like it. They’ll like it but not comment.”
Step 5- Measure the performance
After you’ve set your objectives, you need to identify methods to measure the success of your campaign. You can use measurement tools or use trackers and sheet to measure the success manually (save the money). This will help you manage your campaign.
Step 6- Who is Content creator?
Who is going to create the content? Are you going to provide content to the influencer or will give ownership to the influencer to create based on the set expectations? The best way is to give freedom to the influencer because the followers understand the method of storytelling by him/her and not you.
Step 7- Follow FTC compliance
Don’t forget to follow FTC compliance who agreed that using “#ad” will effectively imply that the influencer has been compensated in some way. For YouTube channels, influencers should mention that they are working with the brand, received complimentary products, or compensation.” This will not hurt Influencer’s reach in any way.
Read this positive case study where the influencer was perfect match for the brand and worked well
Did we miss anything? If so comment in the section below and we will create another post for that.
If you want to know more about how your brand can use Influencers, drop us a message or connect through our digital media handles-