With bigger brands and smaller businesses including influencer marketing as a non-negotiable in their marketing strategies, it’s no surprise that the industry is set to be worth a staggering $15 billion by 2022.
As more businesses explore and utilise the tool, we have seen successes but also some partnerships that have had less of an impact. To optimise your next influencer marketing campaign and maximise your ROI, we have put together a top line guide of dos and don’ts that you should consider when selecting the right influencer for your message.
#1. Do have a clear end goal and share it.
Before seeking out an influencer to work with on your upcoming campaign, define what it is that you expect to achieve from the partnership. Whether it’s generating brand awareness, driving sales, or boosting your online presence, having a clearly defined goal will help shape your entire campaign and allow you to select the optimal influencer to highlight your message. Sharing your goal with influencers allows both parties to remain aligned and work together to achieve the best results. A campaign brief is highly recommended. Check out how to write one for your next campaign, here.
#2. Do take your time selecting the right influencer for you.
The influencer marketing world has arguably become saturated with growing numbers changing their careers or taking on side hustles, making the process of selecting the right influencer for your product, service, or message tricky. If you have an influencer in mind, research before reaching out. Who have they worked with in the past? How has their audience reacted to previous brand partnerships? Are there any other platforms that they have that you can incorporate into your campaign? Answer these questions to discern if they’re the right fit for your message.
#3. Do allow influencers creative freedom.
After finding an influencer that aligns with your brand’s values and campaign message, be confident in your selection and allow them to put their twist on the campaign. Influencers have built up trust on their platforms, recognise and respect that by avoiding over-polishing an ad. Allowing influencers to remain authentic will increase the success of your partnership.
#1. Don’t overlook micro-influencers.
When it comes to influencers, it can be easy to focus exclusively on their number of followers. However, working with the influencer that has the biggest following for your budget doesn’t always mean the best possible ROI. Often, it will be the micro-influencers that have much higher engagement levels than macro-influencers. Don’t forget to ask for and compare influencers’ insights and engagement levels to gauge if they’re the right fit.
#2. Don’t ignore guidelines.
For transparency, it is important to work with influencers that are open, clear, and honest with their audience when they’re working with brands and smaller businesses. The ASA’S Influencer Guide to Making Clear that Ads are Ads is an excellent tool that breaks down how posts should be labelled, and what needs to be declared. If these regulations aren’t properly adhered to, both you and the influencer could be facing legal repercussions.
#3. Don’t undervalue the importance of relationships.
In the first instance, working with several influencers at any one time provides scope for a greater potential reach. In the long-term however it is more beneficial to put the effort into nurturing relationships with a select number of influencers. Remember that influencers are seen to many as an extension of your brand. Building relationships over time allows for the opportunity to create more engaging, relevant, and higher quality content leading to greater results and better ROI.
If you’re looking to reach new audiences with influencer marketing, get in touch! We have helped to connect businesses with influencers to generate awareness, boost sales, and grow their online presence. Contact us today to get started.