Whether you recognize it or not, you’ve likely been influenced by an influencer as you scroll through your Facebook news feed or Instagram page. In fact, studies suggest 74 percent of people turn to social networks for guidance on purchase decisions while 40 percent of people say they’ve purchased an item online after seeing it used by an influencer.
The most shocking stat? 88 percent of consumers trust online recommendations as much as personal recommendations. Talk about the power of social media! If you haven’t thought about influencer marketing for your brand, there’s no better time than now to start – and for good reason. Nearly 100 percent of marketers who use influencer marketing strategies believe it’s effective for their brand.
So, you’re jumping on the influencer marketing bandwagon – now what? Here are five tips to ensure you’re setting yourself up for success:
1. Set realistic and measurable goals. Goals are important. Brands need to know what their money is getting them and how it benefits their business, so be sure to set realistic and meaningful goals that you can measure once the program is completed.
2. Do your research. Finding the perfect influencer isn’t easy. Don’t just pick influencers based on their social media following numbers and name recognition. Do some digging. Find out what other brands they follow or what they frequently post about. This takes time, but it’s worth it!
3. Stay true to your brand. Sure, Kim Kardashian has more than 103 million followers on Instagram, but does she represent your brand’s messages, values and audience? In some cases, name recognition is important, but if the certain influencers don’t reach your brand’s target audience and they don’t support your brand as a whole – find someone who does.
4. Be a good manager. Managing an influencer program takes time, including educating your partner about the brand and making sure they’re adhering to all the deliverables in their contract. You need to be available to answer questions and manage and set expectations. You want your influencer to get as much out of the partnership as you do so it’s a win-win for everyone.
5. Measure your success. Your influencer program just wrapped up, now what? Go back to your original goals that you want to measure. You’ll likely rely heavily on your partner to share and track some of the program’s success, based on their own social channel metrics. Plus, did your influencer’s post increase traffic to the brand’s website? Did you increase brand awareness to target audiences through your influencer’s social sites, and, if so, by how much?
Are you interested in adding an influencer marketing campaign to your overall marketing strategy? Contact me at firstname.lastname@example.org.