How to make your influencer marketing strategy meaningful in five points.
Influencer marketing is essential today in any marketing strategy. Whether you’re already in touch with Influencers or are planning to do so, here are five key points that you should bear in mind.
1. Choose the one(s)
As a brand, you have a unique history, values and mission. Important to this – you need to ensure consistency by choosing partners who match up well with your identity. And of course, who will make the bridge between you and your target(s). You can’t contact every Influencer that crosses your path on Instagram. You really need to focus your selection by analysing the quality of their content, how they interact with their community, how often they publish and most importantly, if their personality, as a brand – matches yours.
2. Expand your vision
You have to check if the community of your Influencer corresponds to your target audience from a demographic and psychographic perspective. But in the same token, it can also be interesting to integrate different communities to broaden your audience. For instance, it’s not only the beauty YouTubers that wear perfume. If you are a cosmetics brand, you could also consider contacting a humorous Influencer to promote your products. To maximise effectiveness, the approach angle must be adapted to appeal to the target group.
3. Favour quality over quantity
There is no point in multiplying partnerships. Generally, three or four well-chosen partnerships are enough because Social Media channels are made up of several closely-knit communities. It’s better to focus on the quality of the partnerships because a multitude of identical content posted by a bunch of Influencers is not as effective as some different and original content that bears their creator’s signature.
Regarding quantity, the public tends to trust a micro-Influencer more readily than a macro-Influencer because they tend to think their opinions are more objective. So, it’s best to avoid only focusing on the number of subscribers when it comes to choosing your brand representatives.
4. Make it meaningful
Now that you have identified your ideal partners, you need to start the process of building a unique and meaningful relationship with them. Make them love and hold you in high regard. Make them feel extraordinary. It’s not about a single shot; you have to invest time to nurture the relationship and make it grow. What’s more, getting to know them better will enable you to send them the more appropriate products.
Remember: the goal for your brand is to create awareness and reach their community. And for them it’s all about discovery and experience. Once the process has begun, invite them to places they’ve never been to, entertain them with activities they’ve never done before, give them the opportunity to learn about your history, technologies and products. This will help ensure they’ll remember you and you will stand out from the crowd of partnership requests.
5. Set them free
In paid partnerships cases, be sure to avoid imposing your own rules. In this way, you lessen the chance of being refused or receiving unfavourable press in the Influencer world.
Furthermore, a community is attracted by its guru’s personality. In some cases, an Influencer’s content may be perceived less favourably and the brand itself becomes more dominant and this may lead to a loss of interest.
The primary purpose of these type of partnerships is to interest the public and become a valued member within its community. Not achieving success here can even have the opposite effect – and result in creating bad feeling among potential customers.
To recap, in order to increase the efficiency of your Influencer Marketing Strategy, let’s check that there’s a real affinity between your brand and your chosen partner(s). Consider them as valued friends: you can count them on the fingers of one hand and you want to establish a lasting and fun relationship. Let them live their lives as they please, but remind them regularly that you are around…
Aurélie Van Den Bergen
Digital Marketing Consultant at Minds&More
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