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Home > Digital Marketing Blog > Best Practices for Running Successful Influencer Marketing Campaigns

Best Practices for Running Successful Influencer Marketing Campaigns

Best Practices for Running Successful Influencer Marketing Campaigns
September 27, 2018

Best Practices for Running Successful Influencer Marketing Campaigns

Sep 27, 2018
Tejasvi Kota
Tejasvi is a Digital Marketer

Did you ever wonder how much of your life is being influenced by others? It may be someone you look up to or it may be someone you just stumbled upon on a social media platform. A chance meeting with someone could end up in you being influenced by them, even in ways you may not be aware. Sometimes you even deny being influenced, but in reality, you are and it is YOUR guilty pleasure that you secretly enjoy, but would totally deny if a friend were to ask you about it.

It may be the way someone dresses that caught your eye and you want to emulate the kind of sophistication you were in awe of. Your taste in food may be a result of the influences of your peers or friends that egg you on to try that one little sushi that you swore you would never even think of smelling, but eventually due to peer pressure or the incessant insisting of an annoying beau, you might pick up one and end up developing a taste for it and a few years down the line, the tables are turned, and now it’s your turn to be that annoying friend trying to get someone else to try it just one more time to maybe end up in your shoes. We are being influenced everyday whether we know it or not and it molds us into who we are.  

Influencer marketing is not a new concept, but has been around for over a century, only the platforms have changed and the reach has quadrupled. It goes back to the time of the Queen and the Pope who are said to be among the Earliest of Influencers. Only, instead of fashion brands and couture, they were endorsing medicines as the people at the time had not warmed up to the use of medicines for cure of diseases. Influencer Marketing has come a long way since the days of promoting the use of medicine, albeit the promotion of medicinal products is still prominent to this day, what with the likes of Social Media moguls/trend setters like Kim Kardashian and Co. promoting hair care products like SugarBearHair, a candy tasting, gummy-bear looking, vegetarian multivitamins that promote hair growth, hopefully only in places that it’s required. Who knows? That’s probably why the Kardashians visit the clinics so often, tsk tsk! 

Since its inception, there have been many Brand and Influencer Collaborations and it goes without saying that not every tie-up is a success. What exactly is it that makes some of these campaigns fail so miserably and others an overnight success creating a huge web traffic and a spike in conversions almost immediately. Let’s take a look at the kind of practices that are necessary for those Brand-Influencer Partnerships to form a widely successful, if not popular, campaigns. 

In order to start your journey on Influencer Marketing, you need to first accumulate all the data you would require to go through with this process, it’s almost like preparing for an overseas travel. You must decide what airlines you want to travel in, the kind of services that they are going to provide and accordingly, go with what suits your budget. Similarly, to embark on this journey of selecting an appropriate Influencer for your brand, you will need to have a definitive plan or your travel is going to be a disastrous one from the get-go. 

1. Choose the Right Influencer 

Choose the Right Influencer

To begin with, you need to do a thorough research on the type of influencer you are going to finalize on because there are several different factors that come into play when deciding an influencer that best suits your campaign. Each influencer has a different set of target audience and in order to determine if their interests align with yours, you must understand the kind of content posted by the influencer and how their audience is reacting to that post, keep a track of the number of likes on the post and also look out for the comments and shares the post has garnered. Keeping a track of all of these parameters gives us an idea of whether the post is churning out leads or if it is just admirers of the work of the influencer. This way you can be sure not to fall into the trap of those aspiring influencers who claim to be influencers in order to earn a couple bucks by tricking the naïve brand who has not done enough research to determine whether the influencer is real or fake. 

2. Give the Influencer Creative Freedom 

Food Influencer Marketing Program

One of the most important practices for the campaign to work is for you to give the influencer the creative freedom to come up with an apt post or video that falls in line with the kind of content they usually put out. First, establish a definitive goal for the product you want the influencer to post and then relay it to them, then leave it to the influencer to create the content, because the influencer knows his or her following the best and are well aware of what their audience responds to.  

3. Start Small

If you’re new to the game, having just set up your company, and are trying to find the right influencer to suit your budget, you could go with micro-influencers, the ones that have a following in thousands and don’t charge you as much as the ones with a million and above followers do, who usually have a dedicated bunch of followers who are very much in tune with the influencer’s tastes and have the most engagement rates.

4. Provide the Influencer with Free Samples

Giving out samples for the influencer to try out the product and posting about it if they enjoyed the product is one of the ways you could go about it, but be wary, this is one of those risky moves that could land you in trouble if the influencer you have shared the product with is not happy with the product. If they think that the product is no good, they could post negative reviews about your product and there’s no getting out of that one. Your reputation is damaged. 

5. Have the Influencer Conduct Contests

Instagram Contests

Heard of a little giveaway contest wherein the influencer asks their audience a bunch of questions and if they were to get it right, they give away your products to the winners of the contest. That is one way of promoting your products and it serves the brand and also the influencer, boom, one stone, two birds. 

6. Try out Organic Influencer Marketing

A relatively new concept, but one which is finding traction nowadays is the organic influencer marketing where the brand does not have to shell out a huge sum, instead form a long-lasting relationship with the influencer. Just make sure to pick the ones that are not only aware of your products, but are already in love with the brand, which adds to the authenticity of the campaign. Also keep in mind that you have to invest on building a relationship with the influencer and their cohort of audience alike in order to turn them into loyal customers and advocates of your brand. 

7. Virtual Passes to The Most Coveted Events

If there’s anything that keeps an audience at the edge of their seats and coming back for more is good visuals and access to something that is off-limits for them in real life so, say you’re sending your snapchat influencer to an exclusive event to capture what goes on in there and giving the audience a glimpse of that good life, that’ll keep them coming back for more. A fine example of this is when Lilly Singh aka Superwoman, in partnership with 20th Century Fox, covered a red-carpet premiere of “Mike and Dave Need Wedding Dates.” 

8. Lend Your Brand Account to the Influencer for a Day

You could also hand over your brand’s account to your influencer for a day so your audience gets to experience your brand from a different perspective leading to a renewal of your customer base. An awesome trick to rekindle your relationship with pre-existing customers.

Conclusion

Much like the saying, “You get what you give,” your relationship with the influencer over a long period of time is what is going to turn those extra hours of effort into leads, web traffic and converts months after the campaign has ended. Take for example brands that have been in the game for over decades and still have a dedicated following. They have built a compensation model with their influencers that works for both parties involved by taking into consideration their needs and expectations from the brand and hence building a strong relationship that has come a long way from the time they first collaborated. 

So, irrespective of your budget, your brand’s motto, and the kind of audience you’re looking at, there’s always someone out there that would be suitable for your campaign. Nurturing your relationship with your existing influencers and audience is the only way to stay relevant and have a positive effect and reputation in the market. 

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