Priming your content for the Omnichannel customer requires marketers to map out all possible content marketing touch-points and points of Influence for your audience. Influencer Marketing as seen from data shared by Tomoson is seen as one of the most effective Content tactics for online customer acquisition.
Your influencer marketing campaign requires a strategic view of programs and channels that work for you. According to eMarketer research has shown Influencer Marketing campaigns provide an average value of USD 6 across categories and for certain categories value can be as high as USD 14 for every dollar spent on Influencer marketing. The lead channels for Influencer marketing identified by Tomoson are Blogs, Facebook, YouTube, Instagram and Twitter.
Influencer Marketing is all about making Brand Content interesting for the user. The engagement of Influencer content is based on the interest of the user for the context that you are engaging the user with.
Ten Steps For Influencer marketing Campaign
Define your Influencer Marketing Campaign Goal
Some of the influencer marketing goals are in the Infographic below. The goals can vary from awareness, creating preference, increasing brand affinity, engagement or brand loyalty. The campaign goals can help you arrive at specific objectives such as reach, follower and fans growth, shares on social media, posts, conversions and referrals.
Identify the Context that Resonates With Your Audience
Influencer Content that is contextual is likely to resonate better. Influencers that are pertinent for the core brand value proposition can make your posts more engaging with a higher likelihood of being discovered. Start with identifying broad level interest groups such as Sports, Music, Automotive, Reading, Equestrian, Eating-out. To identify broad interest clusters, it is important to look at the customer journey and top mentioned keywords for your lookalike audiences on social networks and your existing customers.
Once the context and top interests are known you can go with possible influencers and their rankings for different channels.
Decide The Influencer Marketing Campaign Design
Zero in on the campaign design depending on your campaign goals. With the campaign goal that is built around acquisition and awareness, a campaign design that builds in offers featuring influencers is likely to work better. For campaigns that are targeting audiences with a campaign that build brand preference then a campaign design that uses influencers for endorsement with testimonials is likely to work better.
Choose The Content marketing Channels
You may choose to go with more than one content channel i.e., you may use a blog or publisher network influencer program in cohesion with more than one social media channel i.e. Instagram or Facebook. While certain Influencer campaigns perform better on one channel for a category another set of Influencers on a different channel may work for another category. The channels and platforms that are likely to generate maximum trust and at the same time engage users better for your category are likely to get the best impact for your campaign.
Martha Stewart is an influencer for The Home Depot and features exclusive tips on all that is required to designing interiors and making your living spaces state-of-the-art with a link on Martha Stewart Living.
Another Influencer post on Instagram featuring products from Beauty care works with an assorted collection that lets users choose the right products from an assortment that is right for the season.
Influencer Content Marketing Tactics
Influencer Content Marketing Tactics require that the brand messaging and content marketing impact gets amplified. A social media post from an influencer that gets amplified across other networks is likely to create greater impact for your campaign. An Influencer campaign has a greater amplification intrinsic to the Influencer equity. Choosing the right tactic requires Influencer campaign to leverage the equity associated with the Influencer by way of messaging and content. One of the tactics could be co-promotion as seen for Under Armour and HTC campaign for UA HealthBox.
Influencer Content Marketing Content Formats
Decide on the Content formats that are likely to work for your campaigns. You can choose from different formats such as long form posts, Video haul, product catalogs or Instagram posts that provide sneak previews or a featured digital property.
Decide on Campaign Discovery keywords
As Influencers build on the affinity for your brand, for your influencer campaign to be amplified, it is critical that you go with Keywords that will get your campaign discovered by target audiences. Content Amplification that takes place through post sharing is correlated with referral links according to a BuzzSumo study. For your influencer marketing content to be amplified, keywords for targeting should be matched to search queries for the target audience. Depending on the channel that you choose for your Influencer campaign and the design, you can build on campaign effectiveness by articulating the search keywords.
Advertise Your Influencer Marketing Campaign
It is important that you promote your Influencer Marketing campaign with Native Advertising formats so that your content appears seamlessly integrated with the users viewing experience. Publisher posts can help you achieve your reach goals for Influencer campaigns. Search Engine Marketing can be another way for your campaign to be discovered.
Promote The Influencer Marketing Campaign Outcomes
For an Influencer marketing campaign based on interactions, promote any outcomes for amplification such as winners of giveaways and contests.
Key Measurement Metrics
Develop a performance measurement metric grid that measures campaign performance for the different objectives.