It’s no coincidence that a staggering 94% of marketers use influencer-marketing campaigns-ads a part of their overall marketing strategy. Influencer campaigns provide 11 times the ROI of traditional digital marketing campaigns, making them an advertising approach that your brand can ill afford to pass up.
Deciding to incorporate influencer marketing into your marketing strategy may be a no brainer, but what steps can you take to ensure that your campaign will be a success and give your company a good return on your investment?
One key is to craft a campaign that produces solid results such as engaging followers, driving traffic to your website and converting leads into actual customers.
In order to plan your campaign with an eye to creating maximum lead conversion, you will want to work with macro- or micro-influencers whose areas of expertise are in alignment with that of your brand message, and whose followers belong to demographic groups that will most appreciate your brand. Making these partnership choices consciously will allow you to easily tap into specific niches.
An important benefit of working with macro- and micro-influencers is that they enjoy greater engagement than celebrities because they post content for a living, and therefore have more energy to nurture relationships with fans. Greater engagement builds a foundation of trust that makes followers more likely to take purchasing advice from non-celebrity influencers that have smaller followings.
You may also choose to work with celebrity influencers who have a larger reach and are capable of introducing your brand to a much wider audience, or—and this may be the best-case scenario—you may opt to work with a combination of macro-influencers, micro-influencers and celebrities. Partnering with a variety of influencers for your campaign allows you to take advantage of celebrity reach while enjoying the benefits of greater engagement in the form of the likes, comments and shares that are the purview of macro- and micro-influencers.
No matter how you choose to craft your campaign, use the following successful creations to give you inspiration on how your brand can best leverage the potential of influencers to make the most of your influencer-marketing campaign.
Makeupshayla became the most mentioned brand this year largely thanks to their carefully-crafted Instagram presence which features a shrewd balance of different types of influencers, running the gamut from macro-influencers to celebrities.
Makeupshayla used over 1,000 influencers in this hugely successful campaign that had the brand partnering with a mix of celebrities like Snoop Dogg and Zayn Malik along with macro-influencers like Peyton Mabry and Bryan Abasolo.
Partnering with a mix of celebrities and macro-influencers is one great way to ensure a successful influencer-marketing campaign with enviable ROI. Celebrity influencers provide the reach, putting your brand before a large audience of potential consumers. The macro-influencers encourage active engagement and expand your brand’s audience through the reactions and shares garnered from their followers.
Try using a data analytics search engine like socialbook.io, which can give you a leg up in analyzing demographics and reach to select a perfect mix of influencers to represent your brand.
Engaging actress, comedian and YouTube personality Anna Akana is known for her love of cats and her insightful takes on a wide variety of topics from the light and humorous to the very serious. Her unique and down-to-earth presence as an influencer has garnered her 2.4 million subscribers on YouTube.
You can consider emulating Nordstrom’s approach in your own influencer-marketing campaign by promoting your brand on more than one social-media platform.
Judicious use of celebrity influencers, that is, influencers whose influencer status is secondary to their celebrity status can be a great boon for your campaign, especially if you are promoting a fairly new brand that you want to introduce to a wider audience.
Consider using a variety of micro-influencers to introduce your brand to new audiences like eBay did this year in its popular Instagram campaign.
Final Words on Your Success
The choice of whether to use influencers or celebrities depends on what you’d like to accomplish with your campaign.
A mix of celebrity, micro- and macro-influencers will give you the best of all worlds, increasing your reach while simultaneously driving engagement.
If you are blessed with a budget that allows you to hire celebrity influencers who will help you to make a bigger name for your brand and get your product before a large audience, by all means go for it.
If your budget doesn’t allow for celebs, a good mix of micro-influencers alone can be a great way to get your brand noticed by loyal, niche micro-influencer followers. Your brand will benefit from exposure to niche audiences who enjoy greater engagement with their favorite influencers, and therefore tend to trust and take advice from those influencers about purchases. And that is exactly how success comes by you.