Influencer marketing is a resource that has been used by many brands in recent years with the aim of getting closer to their audience. But this resource is not always used as much as it should be and, in the worst cases, it can generate indifference or even rejection in the audience we want to reach.
To make sure this doesn’t happen to you
I’ve compiled the tips from Making Science that they give in their presentation ” How to launch the perfect influencer campaign? ” and that you can find published on IAB Spain, including a real success story.
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How to use an influencer in your marketing plan
Context: Influencer Marketing
The influencer phenomenon makes sense in a context in which digital marketing seeks to create How to Build Phone Number List connections with its audience, based on the affinity between brands and people. The result is more honest and closer messages and proposals.
How to use an influencer in your marketing plan
The result is that instead of repeating corporate messages, brands tell 100% Accurate France Phone Number Database through people close to the audience (influencers), who can build these quality connections.
For influencer marketing to be effective
The challenge is to create witty and relevant content that stands out among the endless content that today’s digital users consume at breakneck speed. You’ll also need to focus on these three key aspects:
Properly measure the ROI of influencer marketing actions, in order to adequately justify the investment within the company’s marketing plan.
Ensuring authenticity of followers and interactions. One of the most problematic practices within the influencer industry is the purchase of followers, likes and comments in order to inflate the perceived influence of the user. Naturally, these fake interactions do nothing for the brand and can even damage its reputation.
Identify influencers that fit the brand . Considering that the goal is to generate affinity, it is essential to do good research to find influencers that really fit the audience sought by the brand.
In terms of sectors, influencer marketing is sweeping the worlds of fashion, beauty, lifestyle, gastronomy and technology, and it also has its weight in culture, sports and video games.
It is also worth noting that according to a study that analyzed brand recall and future purchase intention, influencer marketing manages to increase emotional intensity by 277% and memory fixation by 87%. These figures undoubtedly explain the continued popularity of this type of marketing.
How to use an influencer in your marketing plan 2
The keys to using influencers in your marketing plan
Understanding customer needs
Every influencer marketing campaign must start with the development of an appropriate briefing, which includes at least these main points:
The objectives of the action
The target audience that the brand is aimed at
Communication channels
The message to communicate
Creativity guidelines
Whether or not the product should be featured in the influencer’s posts
Copy requirements: whether it is necessary to mention the brand, hashtags or specific messages to include…
The objectives of launching an influencer marketing action can be very diverse: improving engagement, growing on social networks, improving the brand’s reputation, generating sales, reaching new audiences, branding… but in any case it is very important that they are reflected in writing. In the same way, it will be necessary to establish how we are going to measure the fulfillment of these objectives to see if we have achieved them or not.
