YOUR ULTIMATE GUIDE TO CREATING AN INFLUENCER MARKETING STRATEGY IN 2020

Influencers. We’ve heard of them, we’ve seen their posts, we follow them, sometimes we even want to be them. That’s normal, it’s human, but for brands, that’s business. Sometimes it’s hard to imagine that a marketing strategy is behind an influencer, and you don’t have to be a bags company to have one. Every company should check if it would be a good idea, it does bring business, and it does work if you plan it out.

To create a good influencer marketing strategy is not enough to contact your favorite travel influencer and send them a million DM’s. You need a good plan that aligns with your company’s goals, and research to find the influencer that is right for you. Having 10M followers on Instagram doesn’t make them the ideal influencer for your brand, and you will learn why on this blog post.

INFLUENCER MARKETING IS ALL ABOUT ASKING THE RIGHT QUESTIONS

Here are the basic questions you should know the answer to if you want your influencer marketing strategy to work:

#1. WHAT IS YOUR GOAL?

Knowing your goal is the most critical step towards finding the right match with an influencer. Your goals are non-negotiable, they’re part of your business plan, and it should be on your introduction letter.

Your goals will define the influencer that works, the campaign that works, the graphic that works, even the copy that works. Do you know what your goal is? If not, get back to your team and strategize about it.

#2. DO YOU HAVE A CUSTOMER PERSONA?

To create your persona, you need to determine the demographics of your ideal client and discover their pain points, motivations, favorite brands, hobbies, and goals. Getting real information is the most important thing you can do to make sure all your marketing tactics work. You need to do your research, check out who your most engaging followers are, try to get interviews with your top clients, and ask them directly (on a focus group if you have the resources or even via social media).

Having this information will help you find the correct influencers for your brand. People your ideal clients are already following, people with values your brand and your customers share with, it’s the people that will complement your brand, not a liability.

#3. WHAT ARE YOU LOOKING TO PROMOTE?

Knowing what you are looking to promote will also help you determine your ideal influencer and reach out with a concise proposal.

#4. WHAT IS YOUR BUDGET?

Some influencers have a fee for every promo, some influencers accept product exchanges, and some influencers are willing to negotiate with your brand.

#5. ARE YOUR PRODUCTS LOCAL?

Maybe your products are not local, but you generate more sales in Europe than the rest of the world. It would make sense to reach out to influencers that have fans in European countries because they’re more likely to buy your products and services.

Remember, your goals are the most important thing when it comes to your influencer marketing strategy. And the more specific you are with them, the best your results!

CREATING YOUR INFLUENCER MARKETING STRATEGY

#1. IDENTIFY POTENTIAL INFLUENCERS THAT COULD WORK WITH YOUR OBJECTIVES.

#2. DO INFLUENCER OUTREACH.

#3. CREATE A CAMPAIGN BRIEF.

#4. DESIGN CREATIVES.

#5. MANAGE THE CAMPAIGNS.

#6. RESULTS REPORT.

With the steps on this guide, you will be able to create an influencer marketing strategy that works and will sell (if that’s your goal!). Let us know if you have any questions about creating your plan, we’d love to help you out!

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