“A trusted referral is the Holy Grail of advertising,” said Mark Zuckerberg, the founder and CEO of Facebook. And he couldn’t be more right. There is hardly anything that will influence people more than a recommendation from a person they trust. And these trusted people have surpassed the scope of friends and family. Online personalities have become something like online friends to people who follow them, and what they say goes a long way. Therefore, influencer marketing has become an essential aspect of digital advertising. However, as it is in every other business, innovation is the key to influencer marketing. Without innovation, there is no growth. Without growth, there is no success.
The brand should be the primary focus
Influencer marketing is very popular and widespread. Despite this, it isn’t easy to get just right. This is mainly due to agencies boasting vast numbers of influencers in their portfolio and some metrics that may, in fact, be of little value. Companies seeking digital marketing services shouldn’t pick agencies solely based on the extensive network of influencers they work with. And the reason is simple – high numbers don’t necessarily mean that any of them will be a good fit.
Therefore, before providing a business with their services, agencies need to get to know the brand they will work for. They should understand its value system and beliefs. Moreover, they must know what goals the business in question wants to achieve. Only then will they be able to partner up with an appropriate influencer. Also, the cooperation between agencies and the brand shouldn’t be a one-off campaign. Instead, they should focus on building a long-term partnership that would drive progress and facilitate growth.
The man and the machine working together to achieve goals
For an influencer marketing agency to develop timeless content and keep the brand in the loop at all times, they need innovative approaches. They need excellent organization and operations developed in a way that allows cooperation. That way, the artistic side of the work blends with the analytical aspect aiming to identify, evaluate, and incorporate influencers into campaigns for a particular brand.
Agencies should rely both on the traditional strategies and the data obtained. That way, they will be able to resolve the most significant marketing difficulties and create strategies that will develop strong connections between the brand and its audience. When they have managed that, they can confidently proceed to choose the right influencer.
Choosing the best influencer for a particular brand
It’s evident that selecting the right social media influencer that will be the best fit for a specific brand is not the easiest thing in the world. However, if that part is done right, brands will enjoy tremendous benefits.
Having a massive base of creators at their disposal is undoubtedly an asset for influencer marketing agencies. A wide range of options will allow them to have some flexibility during the selection process. Still, as we have said, the mere number is not and cannot be a determining factor. There is a lot more at play. The innovative approach is reflected in the fact that different tools help marketers choose the best influencer. There is no magic want to point at the suitable ones.
Agencies need to answer two key questions when selecting the right influencer:
- Do an influencer’s audience and a brand’s audience overlap? Are they interested in similar content?
- Do an influencer and a brand create similar content?
Using data for talent selection
The answers to these questions lie in the data. Tubular data can help agencies comprehend different variables that can influence the strategy they use and how they approach a campaign. Such data can provide valuable insight into:
- Health metrics: Is an influencer’s channel growing or stagnating? How strong is their online presence? Will there be long-term benefits of the partnership?
- Raw metrics: The number of views, reach, engagement, shares.
- Brand fit: Data can help measure how well an influencer and a brand fit each other. It can show audience overlapping. Moreover, it can shed light on whether a particular influencer is suitable for promoting a product or service that needs promotion. Finally, it can help agencies predict whether a specific influencer will help reach audiences that a brand hasn’t reached before.
All this information allows agencies to estimate potential conversion rates that the influencer marketing campaign can bring.
Measuring the outcomes
It is essential to be able to measure the effectiveness and the success of all marketing activities. Businesses should get factual information regarding their return on investment (ROI). In other words, agencies should prove to their clients that the influencer marketing campaigns have done what they have been supposed to – reach audiences they have been designed to reach.
Innovation is the key to influencer marketing because new tools will allow agencies to accurately evaluate the success of the content and measure engagement (in terms of likes, comments, shares, etc.) across all relevant platforms. They will be able to correlate an influencer’s activities to the wanted outcomes, be it increase traffic on the client’s website, increased audience engagement, boosted sales, etc. This valuable data will help agencies tweak their strategies if necessary, all in an effort to get their clients desired results – which are higher profits.
While there are some tried and proved techniques, it’s important to remember that every client needs a different approach. Every influencer marketing campaign will have a different goal which will also require a customized strategy. Data and new approaches to marketing show why innovation is the key to influencer marketing as they can help brands achieve their goals. Finally, they enable agencies to provide their clients with services that will actually bring them results.
About Author: Anthony Higgins works as a developer at WP Full Care. He knows that a good website is elemental for the success of a business, and he is aware that without one, all digital marketing activities will be of little value. Anthony understands the importance of innovation in all business spheres and tries his best to share that message. He balances his very 21st-century job with a rather old-fashioned hobby – stamp collecting.