Recently, I had the opportunity to discuss the value of influencer marketing with a CEO seeking to expand brand visibility globally. This topic has come up quite a bit over the past year in my conversations with leaders – finding that one influencer who can move the visibility needle for their brand.
Influencer marketing can get you targeted exposure to your desired customer/stakeholder, but is it really the one perfect solution to instantly increase your visibility?
Here are several tips to consider before implementing an influencer marketing strategy:
See the world from the eyes of your target audience – not your eyes. Do the research or hire a firm to help you understand the online behaviors of the audience you are targeting. View the world from their perspective – who do they follow, trust, admire? What voices do they listen to?
Uphold your brand uniqueness. Don’t chase an influencer because they are the latest, hottest person that all brands in your industry are pursuing or that they are “tried and true” – having been used by other brands in the past. Know your brand’s traits and seek out influencers that embody those traits.
Know your goals. Map out what you hope to achieve with influencer marketing and ensure your influencer and your influencer’s agent understand expectations. Are you seeking more conversions, greater share of voice, more brand awareness? Define what your measurement of success will be.
One spoke in a larger wheel. Remember that an influencer marketing campaign is part of a large marketing strategy that works together towards increasing your visibility, overall market share or donor giving. It should never be your one main approach.
Have an exit strategy. Make sure your influencer contract provides for unforeseen circumstances in case your influencer suddenly develops a bad reputation due to actions on their part, providing you with an exit and mitigation. Include start and end dates to your engagement, scope of work along with expectation and metrics to be measured.
It’s exciting and fun to work with an influencer but don’t let that excitement create a haze around your real goal for engaging them with your brand.