Influencer Marketing is a marketing method used by many more brands today. This is because Influencer Marketing is an advicebased marketing method, it is much more cost effective than traditional advertisement methods, return of investment is higher and it has a natural content and easily measurable. Influencer Marketing is an advice-based marketing method. The message intended to be conveyed to target audience is conveyed via sharings of experience or advices of Influencers followed and considered important by the same target audience on social networks. Especially in sales-oriented campaigns, when famous people share their advices regarding products and/or services with their followers on Internet, the rate of users who tend towards buying them when they see the shared content is higher in comparison with traditional adverts. Researches conducted show that 83% of consumers trusts in advices of their friends and kin. (Nielsen, Global Trust in Advertising Report 2015) 8 Basic Suggestions for a Successful 8 Influencer Marketing Campaign
1) Set the Influencers Free While They Create Content toward Your Brand It is important to allow the Influencers to have a complete creative control when they promote your brand or service. They know how to influence their followers best. The opinion you have regarding your brand’s product or service should not be exactly the same with what they would create. What’s important is the results of your campaign should match with your expectations. Therefore you would have a much more natural and effective campaign as long as you brief them about the product or service
and let them control their own creativity. How a successful Influencer Marketing campaign is managed then? Here are 8 basic suggestions to manage a successful Influencer Marketing Campaign:
The persons or accounts we call Influencers don’t necessarily have to be Internet Celebrities followed by millions of people. Everybody who has an account on social networks such as Youtube, Instagram, Facebook, Snapchat, Twitter etc. and has the power to change the opinion of a certain group of people regardless of its size is regarded as an Influencer. Successful Influencer Marketing campaigns have higher ROI (Return of Investment) ratios than other channels and their results are more effective. It is measured in a research conducted in recent years that every 1.00 $ invested in Influencer Marketing campaigns brings 6.85 $ of ‘’Earned Media Value’’ (Adweek
Don’t Let the Numbers of Followers and Viewings to Mesmerize You Merely the number of followers doesn’t mean anything at all nowadays. What’s important is the interaction created by the channel and its impact on followers. There are so many dead channels on Youtube today which are followed by hundreds of thousands of people but viewed only a couple of thousand times.
Likewise, the numbers of views and page visits are not regarded as evaluation criteria by themselves. The result is important in Influencer Marketing campaigns. If a posted video is being watched for hundreds of thousand times but not creating an effect on your sales, then your campaign cannot be deemed as successful. The number of visits may be limited but if your return of investment is rapid and high, number of views should be pushed into the background.
2) Ensure that the Influencer You Work With is Compatible with Your Brand The most important question to be asked to create an effect on social media is whether the influencer you choose wants to represent your brand or not. Working with an influencer who doesn’t have anything to do with your brand and its target audience just for the sake of his/her popularity would not create any impact and also may affect your brand and image of relevant influencer in a negative way.
4) Include Micro-Influencers in Your Campaigns without Fail Even though the Micro Influencers have relatively small number of followers, they can create high rate of interaction. This is because
they are constantly in communication with their followers and easily accessible as opposed to people with millions of followers. They reply the comments made to contents they create in Influencer Marketing campaigns, monitor reactions of their followers and directly convey these findings to brands. Budgets of Micro Influencers are tight in terms of Influencer Marketing campaigns but their interaction is high. It is observed that Influencer Marketing campaigns conducted by using many Micro Influencers simultaneously create a higher number of interactions, natural contents and changes of opinion as opposed to the ones conducted by using influencers who have much more followers in total.
5) Always Negotiate Prices with Influencers. Persons who are called Influencers, Social Media Phenomena or Internet Talent mostly ask for a fee per sharing. It is important to negotiate the fees of influencers during the first phase of project in terms of budget control. In this way a budget plan could be prepared before the campaign and you can calculate the numbers of estimated access and interaction.
6) Influencer Marketing should be Natural Messages like “You should definitely buy this product” when you promote the products and services of your brand would ruin the natural flow. It is important for influencers to place the messages you want to give into the natural contents they create in terms of the success of your campaign.
7) Continuously Assess Your Campaign Number of views of and accesses to the sharings of influencers doesn’t mean success. It is important to make a positive change in your targeted consumer group at the end of campaign. Do they communicate about your products and services between themselves? Is there a change in interaction? Are there any increases in number of visits to your site, products sales or application traffic?
8) Act Simultaneously with Your Other Marketing Campaigns Plan your Influencer Marketing campaign to be simultaneous with your campaigns in other marketing channels. A successfully managed Influencer Marketing campaign will definitely lower the cost of other campaigns you conduct especially in digital channels, because the consumers already had a positive idea about your products and services and consequently they are on the verge of making a decision.