Guide: How Can You Be Successful at Influencer Marketing?
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Whether you're using an agency, a multi-channel network, or running campaigns yourself, success comes down to doing your homework first.
1. Identify your target audience. Research the audience you're looking for — age, gender, demographics, interests, and language.
2. Identify the content your audience responds to. Once you know your audience, research the kinds of content they're already interested in.
3. Know where your audience spends their time. Research which social media platforms they're most frequently on — Facebook, Twitter, LinkedIn, and beyond.
4. Set a clear goal. List what you wish to accomplish — drive sales, increase traffic, or build brand awareness. It's best to focus on one goal, and to decide upfront how you want people to engage: some will retweet without liking, others will like without commenting.
5. Brief without over-controlling. Give the influencer an outline of what should be in the content and let them execute it in their own voice. Be clear on messaging, tone, and requirements like links or hashtags — but leave room for their creative freedom, since authenticity matters to both the influencer and their audience.
6. Build real relationships. Take time to understand your influencers and what motivates them — whether that's authenticity, brand fit, money, or good press — and maintain a good rapport over time.
7. Measure everything. What gets measured gets managed. Take the time to assess whether your campaign was a hit, so you can carry the lessons into the next one.