There are many different things that go into creating effective influencer marketing campaigns, however, the most successful types of influencer marketing campaigns tend to stick to a few very effective strategies.
Documentation
Most companies, when looking to create influencer marketing campaigns, create a list of potential influencers they can reach out to via social media platforms or influencer and PR agencies and then start reaching out to them and pitching the campaign. However, a more effective way would be for the company to create a single influencer document, that’s going to compare each influencer that the company is looking to work with, in a format that’s going to be a lot more consistent. Some of the important things that this document should include are the skills, history, passions, and flaws of each influencer, their engagement rate, the hashtags they use, each social media account that they have, the subjects that they talk about, media coverage that they’ve managed to generate in the past, as well as how that influencer is going to be relevant to the target audience of the business. This way, companies will have a much easier time narrowing down their list of potential sponsors that they should be working with on the influencer marketing campaign, and only pitching the people at the top of the list.
Relationships
When a company is establishing a relationship with a digital influencer, it’s important to do that slowly and gradually. Unless the influencer is already a big supporter of the company and its solutions, the odds are that they’re not going to be too excited about working with a new brand on an influencer marketing campaign. Fortunately, taking it slow is a great way for companies to develop stronger relationships with specific influencers because they won’t be taking up a lot of the influencer’s time, while still providing them with a decent introduction to the company and its solutions, and even the branded messages that the company is trying to promote. After a company establishes an initial relationship with a relevant influencer, it’s time to strengthen that partnership by including more marketing efforts and collaborative content creation between the business and the influencer, which will help both parties promote themselves at the same time, and to generate more positive results for each one of them.
Conflicts
Plenty of influencers on social media platforms these days tend to generate the biggest portion of their income by promoting brands and endorsing their solutions. However, in more recent years, plenty of influencers have started to operate their own businesses, and their own companies, which means that they are an active advocate for their own brands and businesses. Because of that, there might be a time when a company ends up in a situation, where if the influencer does agree to collaborate with the company and promote its solutions, they have a conflict of interest, which is a situation that every business should avoid.
