Customers today often seek opinion and validation from experts or influencers – people who have significant influence and credibility within the social space – before making a buying decisions. This trend has led to the emergence of influencer marketing, a new frontier and the future of customer engagement in a hyper connected society. There is no doubt that influencer programs are changing the conventional outreach with YouTube and Instagram influencers becoming increasingly popular.
It is a rage where influencers’ messaging strongly resonates with consumers, therefore the first step is to choose the right influencer for your campaign. We have already talked about how to profile an influencer in our previous post.
While influencer marketing sounds great and holds an immense potential for superior brand engagement, managing and running successful influencer campaigns is a different ball game altogether. In this post, we will share some of our takeaways in effectively managing influencers.
Set the vision and communicate
Right from the start you need to clearly communicate the campaign objective, so that your influencer is on the same page and understands what is expected of them. Using call scripts or customizable email template covering all the key points can be used to communicate with the participants right at the onset. Some of the important points to communicate at the start of the engagement include – providing the big picture in terms of the goal of the campaign in context to the brand’s overall objective. Also, what will the participant receive in return — essentially, what’s in it for them? Explicit communication helps set the tone, eliminates ambiguity and chances of misunderstanding and facilitates better engagement, paving the way for a stronger relationship.
Give them creative autonomy
Influencers are not employees, they are your brand ambassadors and therefore you should treat them as such. They are your campaign partners, who have agreed to be identified with your brand and collaborate, but they need creative authority or autonomy to campaign in their own way and style. In addition, as a brand you should also encourage their creative inputs as they are the ones who have better idea about what is likely to stick with their audience. According to an online survey, 77% influencers said that they value creative freedom most and it is key to establishing a long-term relationship.
Measure influence and follow-up
Any marketing campaign is an ongoing effort. And, to ensure you are getting the expected returns you need to measure the success of the initiative. Assess the impact of the influencers by monitoring shared content and brand or product mentions. In addition, social listening can help analyze conversions across social networks and influencers’ impact on target audience – how they interact with and about the brand.
Importantly it is not over after the campaign ends. Ideally you should connect and check with the influencers during and after the engagement to get participants feedback and gauge the level of satisfaction. This helps better understand the effectiveness of your influencer management strategies as well establish a long-term valuable relationship.
So, who are you planning to reach and do you have a plan? We can help you identify and manage the right influencer. Try us out.