Once you’re ready to begin, or improve, your influencer marketing strategy, you’ll need to be strategic about every partnership. The positivity and brand affinity that are so important in influencer marketing must be developed through genuine relationships and require a good fit.
While marketers are only beginning to determine best practices, we’ll give you a head start that will show the way for you to find success.
Determine Which Audience You Want To Target
It’s probably already become apparent, but selecting the right audience is key to finding success with this strategy.
Selecting the right audience
is key to finding success
Remember that one influencer doesn’t need to appeal to all of your personas. Ideally each influencer develops campaigns tailored to a niche audience that will be highly engaged with the content.
Every influencer should provide an audience overview with engagement metrics and past results. This information should give you enough confidence in your selection.
Prioritize Fewer, Higher Quality Partnerships
While you’ll want to work with an influencer with a target audience in mind, you can partner with different ones for different campaigns. For hospitality, seasonality may affect which audience you target at a particular time, as well as which partner you select.
Select Which Level Of Influencer To Use
To help find this fit for audience and influencer, look the follower count. We break down influencer levels into three categories:
Micro - under 10k
Macro - 10k-1m
Mega - 1m+
While examples of mega-influencers might come to mind first, they are only rarely the best fit for most brands. Mega-influencers require huge budgets, and their diverse following makes it difficult to pinpoint demographic information. Consumers see their endorsements as less personal, and engagement metrics often suffer.
produce the highest
On the opposite end, micro-influencers will generally produce the highest engagement metrics. Their followings are smaller but more invested. These influencers will have fewer partners as well, so they are less likely to have worn out their influencer impact.
Somewhere in between are macro-influencers. This group has a wide range of followers, but all will be big enough to have previous experience as an influencer while still being affordable partners.
One of the biggest challenges for any innovative strategy is understanding what you’re getting into and how to measure success. Make sure you have clear expectations and a signed contract with deliverables before starting work.
We always address these topics in an SOA:
Length of partnership
Number of photos and posts to be delivered
Topics, themes, or requirements for posts, such as tagging brand accounts
Who will own rights to all content
Without this in place, you’ll be walking into unknown territory with little leverage to see a return on your investment.
While a lot of the responsibility will be on your selected influencer, you will need to prepared as well. If an influencer will be staying with you or using your services, make sure you are set to enable success.
Some things to consider:
Do you have reliable wifi setup and do they have the password?
Will you need to create a landing page for the campaign?
Have you provided all links they should use?
Is there a point of contact on your team who is available to assist the campaign?
Do you have an internal approval process for all content?
These are simple items, but can significantly impact your campaign.
Let Them Add Their Voice
Once you have the logistics down, it’s time to actually see some content!
Let your partner add their
own perspective and flair
While you should have the ability to approve posts or select images, try to minimize creative critique. Yes, you need to make sure all posts are accurate and keep items on your own channels on brand. But let your partner add their own perspective and flair as much as possible.
This unique take is what appeals to users and generates relatability. If the post doesn’t feel authentic, you’re more likely to get skeptical reactions from followers and less engagement across the board.
After your partner has created beautiful, engaging content you might feel like your campaign is complete. But you’re not quite done! Compare campaign results to your own content and other influencer campaigns.
There are various ways to measure and report on your influencer campaigns. Depending on what your goals are with any given initiative, you may want to monitor:
Post reach, impressions
New site users
Post likes, comments
Page views, sessions
Clicks via UTM
Promo code redemptions
If repurposing influencer content on your own channels in a paid or organic capacity, measure the performance of this content in relation to your owned content to understand how influencer content resonates with new and existing audiences.