Top tips that are vital for your influencer campaign
Mélanie Dallé, Senior Marketing Associate at Traackr, shares some advice on how to improve your influencer marketing campaigns...
If you’re a digital marketer in 2020, you’ve likely heard of influencer marketing. Successful brands across all areas of business, including Michelin, Calvin Klein, Google and Melia Hotels International, all have one thing in common: they use influencer content to help drive awareness and build their brand.
But now that brands are more familiar with influencer marketing, they are starting to get smarter and more strategic in their campaigns by utilising data, gaining a serious competitive advantage in their spaces. How can you get your brand to the next level by using data to leverage influencer marketing campaigns as a serious competitive advantage?
Influencer marketing best practices evolve faster than the speed of light. To help your brand get started with influencer marketing campaigns, we’ve identified four levels in a campaign where data insights can make a significant difference. Brands can work more efficiently and invest more effectively in influencer marketing if they have insights at every level. Here’s a look at each level and how you can make the most of every step:
Level 1 - Content
‘Content’ refers to all social posts developed on behalf of your brand by an influencer. A data-rich tool will help you identify which content performs best for your brand and which performs for competitors. You can achieve higher engagement rates with customers by activating influencers at the right tier who create content that is the right fit for your brand.
- Level 1 Pro Tip: Targeting micro-influencers is becoming a more popular strategy as brands can see greater engagement rates compared to mid-tier influencers.
Level 2 - Influencers and brand fit
Know who is aligned with your objectives, who performs for you, who has a quality audience, and which influencer tier is best for your brand. Let your brand values guide the way towards finding the influencer that is the right fit and works best for the brand.
It’s important to be thoughtful about influencer selection, while finding efficiencies through technology so that volume remains manageable and you can focus on building relationships.
- Level 2 Pro Tip: Using a platform with rich, deep data will allow you to reveal the full picture of an influencer - pulling data from months and even years in the past to ensure there are no surprises.
Level 3 - Campaigns
When activating influencers, it’s important to use the right tools to closely monitor the influencer campaigns you’re running to determine which influencers and campaign types are performing overall for your brand. This goes for both organic as well as paid campaigns -- monitoring both can provide useful comparisons for what’s working well and what’s not, and where budget can be better spent. It’s good to be creative and try new approaches, but when the data shows that they aren’t working, don’t be afraid to regroup and try a different approach.
- Level 3 Pro Tip: Make sure you have a measurable goal set for your campaign, then use your data-driven platform to find or calculate the return on investment.
Level 4 - Market
Every brand has its niche in addition to its unique competitive advantage. Some data-rich platforms give you the ability to track how your brand performs within its industry, allowing you to find new or emerging influencers who are already talking about your brand organically.
You can also use these tools to examine your competitors, assess your position relative to them, and dissect their most successful strategies. Although your approach is unique, you might discover new ideas for your brand, based on what you see happening in the market.
- Level 4 Pro Tip: Market level benchmarking can uncover trends emerging in your industry from companies large and small so your team can jump on them quickly, giving you a huge advantage.
With tens of thousands of influencers available to your brand, choosing the right ones for your campaigns are essential. In our recent State of Influence: Beauty report, we found that even the most talked-about brands are still only activating roughly 40% of their influencer market, while most brands are only activating 3-15%.
So, as you are ramping up your influencer marketing program, the best way to get ahead of the curve is by using a data-driven approach to choose a strategy, activate influencers, and evaluate your budget. This will generate better, more engaging content for your brand and you’ll be able to put structure around what ‘good’ influencer marketing looks for your brand.