Facebook Influencer Marketing: The Essential Guide for Marketers

第一步应该真正发生在您考虑用于影响者营销的哪个社交网络之前。金博宝188备用网址您的整个竞选活动应受您的目标为基础。但是，您可能已经非常了解您的目标市场，并了解他们是那种喜欢花时间阅读，观看和聆听他们最喜欢的Facebook影响者的人。

在许多方面，有影响力的营销是金博宝188备用网址内容营销的扩展 - 这是一种扩展内容分布的方式，远远超出了您自己的目标。您要么创建内容供有影响力的人与受众共享的内容，要么最好是设置内容参数，并让影响者在其典型样式中创建相关内容，因此内容对观众的真实性而言。

您的目标是您对竞选活动的期望。如果您还没有确定明确的目的，那么一项竞选活动就没有意义。您需要围绕设定的目标来塑造整个广告系列策略。您还需要建立关键的绩效指标（KPI），因此您可以在继续进行竞选目标并确定竞选的成功或失败时衡量竞选目标。

您可以考虑的一些可能的竞选目标：

1. 品牌意识
2. Increased sales
3. Attracting a new market
4. Growing your own social media followers (i.e., influencers refer their followers to your social pages)
5. Customer retention

This is also where you think carefully about who the target market for your campaign is. For example, if you are wanting to build brand awareness, who are you hoping will take an interest in your campaign? Where do they hang out, socially? If you are aiming to increase sales, you presumably already know the types of people who buy your products, so again you should have a reasonable idea as to their preferred social platforms.

如果您想吸引一个新市场，那么您确实需要仔细考虑这个新市场。您甚至可以制定代表您潜在新客户的客户角色。其中的重要部分将再次是他们喜欢的社交网络。

Should the answers to your question suggest that the target market for your new influencer marketing campaign spends time on Facebook, then it makes sense to target Facebook influencers for your campaign.

At this point, you need to make some crucial decisions. Your answers will be affected by your budget, along with your influencer marketing experience, and how much you want you and your team to be involved in the process.

有些企业宁愿仅支付公司来为他们组织其影响者营销，因为他们可能会为其传统广告支付广告代理商。金博宝188备用网址在另一个极端情况下，有些公司更喜欢在内部的每一步，通常预算极少。

You have three main choices, although you don’t need to stick exclusively to one option.

1. 使用agency– there are many specialist influencer marketing agencies now to help businesses carry out their campaigns. We have在这里介绍了其中的许多, and if you click on the dark blue icon, you can limit your search to those agencies that work with Facebook influencers. Each agency has its own specialty, so it is worth checking which one appears to fit your work model best.
2. 在内部操作您的Facebook影响者营销活动金博宝188备用网址，但使用平台as a tool to help simplify parts of the process, e.g., influencer discovery. We have extensively reviewed manyinfluencer marketing platforms here。检查哪些提供您想要的工具，并将Facebook列为其渠道之一。尽管有影响力的营销渠道最初金博宝188备用网址只是提供了影响者发现服务，但他们现在提供了更多有用的工具，例如关系管理，广告系列管理，影响者市场，第三方分析和互联网内容放大。
3. 以传统方式运行您的广告系列，有机地建立一系列Facebook影响者。虽然这更便宜，但它可能会更令人沮丧和耗时。

The way you do this will very much be affected by your earlier decision on how to organize your campaign. Effectively you have three options:

1. 将其留给您的代理商，推荐合适的Facebook影响者（他们可能有一个内部影响者团队，他们自己的影响者发现工具，或者他们可能会使用其中一个影响者平台来帮助他们为您的广告系列找到合适的影响者）。188滚球地址
2. 使用影响者发现平台决定最合适的Facebook影响者，以帮助您实现影响者的营销目标金博宝188备用网址
3. 亲自进入Facebook，并在利基市场中找到合适的影响者。查看相关页面。加入您的领域的Facebook组。逐渐与他们建立关系，随着时间的流逝，他们就以某种形式的关系进行了协作。您可以使用关键字搜索页面，以帮助您找到相关的影响者。您将需要仔细考虑如何过滤结果，以获得最佳结果。

You will want to scrutinize potential influencers, even if you pay an agency to come up with suggestions. The main things that you will want to know about each potential Facebook influencer are:

1. 它们会产生与您的利基市场相关的内容吗？
2. 他们的听众像您希望吸引的人一样吗？如果您创建了客户角色，则需要分析影响者的追随者是否像您的客户角色。
3. 影响者是否与追随者有良好的参与率？Rivaliq的2018年社交媒体行业基准报告表明Facebook的典型参与率因行业而异，但2018年的平均参与率为：
   • 食品和饮料 - 0.24％
   • 酒店和度假村 - 0.21％
   • 高级ED - 0.19％
   • 运动队 - 0.19％
   • Non-Profits – 0.17%
   • 家庭装饰0.11％
   • 时尚 - 0.10％
   • 健康与美丽 - 0.10％
   • Media – 0.08%
4. 是否有证据表明，影响者将创建和/或交付您要在广告系列中使用的内容类型？

同样，这将取决于您选择如何组织竞选活动。如果您与代理商合作，他们可能会在您和合适的影响者之间进行首次联系。至少，他们将为您建立一种简单的方式与有影响力的人联系。

Some of the platforms also have systems to ease outreach to influencers. This is particularly so for those platforms that work with pre-vetted and signed-up influencers.

Other platforms may not include a system for reaching out to influencers. However, they will most likely provide you with suitable contact addresses so you can sound them out yourself.

如果您采用了有机路线，则必须先花时间与Facebooker建立关系，然后才能与他们进行任何正式联系。

Once you have decided the influencers with whom you most want to work and had an indication that they are happy to work with you, then you can sign them up to your campaign. Again, this process will be dependent on your method of campaign organization. You will have little to do if you are working through an agency. Those platforms offering relationship management and campaign management tools will have systems in place to simplify this process for you.

确保您的影响者知道您的竞选目标，以及您打算如何衡量他们的成功。经验丰富的影响者将被习惯于此，并且随着活动的展开，可能能够轻松地为您提供必要的数据。

永远不要忘记你的活动目标和密切eye on your recognized KPIs as the campaign progresses. Agencies and many platforms will provide you with the necessary data as your campaign progresses. Indeed, some of the platforms offer a plethora of data about virtually every aspect of the campaign.

如果您没有为有影响力的工具付费，那么您可能必须依靠有影响力的数据。如果您的目标和相关的KPI与您自己的Facebook页面有关，那么您将可以访问详细的Facebook Analytics，可以访问您页面的Facebook Insights部分。这应该向您显示竞选活动对您的覆盖范围和参与率的影响。同样，如果您的目标与您的公司网站有关，那么您将能够从Google Analytics（分析）中提取数据，以说明该广告系列是否按预期运行。