Influencer marketing is very commonplace now, which means that there has been enough time for best practices to develop. Nether influencers, nor their audiences, are naïve about the practice, and they can easily see through shoddy-constructed influencer campaigns that may not be entirely truthful.
Regulatory bodies, such as the FTC, have a firm eye on influencer campaigns, too. They are scrutinizing influencer marketing for any misleading or illegal practices.
这并不是说有影响力的营销很棘手。金博宝188备用网址这只是意味着您应该遵循相对清晰的影响者营销最佳实践清单。金博宝188备用网址这样可以确保您的影响者运动的所有部分都是在道德上及以上进行的。它还使您摆脱了任何不当练习的指控。它确保您可以使用最合适的影响者为目标客户群运营最有效的广告系列。
If you follow these best practices, you should receive the highest possible rewards from your influencer marketing investment, both now and in the future.
Influencer Marketing Best Practices:
- 1. Identify Goals for Your Campaign
- 2. Personalize Your Influencer Outreach Emails
- 3. Select Influencers Who Are Experts in Your Niche
- 4.选择与您的品牌具有相同文化和价值观的影响者
- 5. Select Influencers Who Operate in the Same Social Space as Your Target Audience
- 6. Focus on Engagement Stats When Selecting Influencers Over Follower Numbers
- 7.不要微管理您的影响者
- 8. Ensure Your Influencers Clearly Identify Their Posts as Sponsored
- 9.使用分析来监控您的投资回报率
1. Identify Goals for Your Campaign
We have stressed this multiple times here at the Influencer Marketing Hub. You need to set specific, SMART goals for every influencer campaign. You need a stated reason for every campaign, which you can break down into actionable, measurable goals.
Your goal doesn’t necessarily have to be to sell more products. Many firms use influencer marketing more for brand awareness and recognition. You may be wanting to alter the way that people think about your product. Your campaign might be giving people new and innovative ways you could use your product, for example. Or it could be some form of social messaging. Quite a few firms have changed their marketing during the COVID-19 virus to show a softer, more humanitarian side, rather than attempting any hard sell.
如果您尚未这样做，您还需要确定目标受众是您的影响者营销的人。金博宝188备用网址试图向所有人推销几乎没有价值。您可以描述自己喜欢的客户（或获得更社交的良好活动的受众）的越来越严格，找到理想的影响者就越容易帮助您进行竞选活动。
Understanding your goals can also impact in more indirect ways on your choice of an influencer. For example, if a goal is to gain a certain number of new customers over the length of your campaign, it would make sense that you choose to work with influencers who you have never worked with before. This would make it more likely that your posts would be pushed to people who haven’t seen any previous social marketing campaigns for your brand.
2. Personalize Your Influencer Outreach Emails
Influencers are busy people. They don’t have time to peruse every email they receive. Also, they often receive multiple requests and solicitations every day. They aren’t going to even look at something that comes across as being like a form letter.
您需要个性化您发送的每个外展信或消息，以便每个影响者都有动机打开您的电子邮件或其他消息并进一步阅读您的消息。大多数有影响力的人会忽略任何看起来只是剪切和粘贴的电子邮件。
We have previously written in-depth onHow to Craft The Perfect Influencer Outreach Email, offering tops and a selection of templates you can follow. But make sure that you adapt any template to personalize it for each influencer you approach.
3. Select Influencers Who Are Experts in Your Niche
Image viastatusbrew.com
这可能是影响者营销的第一规则。金博宝188备用网址您不必仅仅因为有影响力的人而闻名，而您认识他们的名字。如果是这样做的话，我们所有人都将为著名的名人和超级巨星的服务而战，每次都有最深的口袋的公司都会赢得胜利。
取而代之的是，与影响您想要成为客户的人类型的人一起工作要好得多。例如，如果您在时尚界出售产品，那么与当时的思想领袖的影响者合作，最有意义的是。如果您出售吸引游戏玩家的产品，则应与在Twitch，YouTube或Tiktok上受欢迎的游戏玩家合作，他们的粉丝是对您的产品感兴趣的人的类型。
The followers of these influencers will respect their views about your product. If they recommend your product, their followers will take note, and consider making a purchase. While general celebrities might still promote your products, their audience is unlikely to take that much notice, unless you sell a genuinely mass-market item.
The reason why working with influencers in your niche works so well is that they have already built a reputation for being authoritative and authentic. This makes it much easier for their followers to believe the messages they give.
4.选择与您的品牌具有相同文化和价值观的影响者
A few brands have discovered the hard way that you need to find influencers whose values are like those of your company. A big mistake some marketers make is selecting influencers who don't match their brand's core values. Just because somebody is famous doesn't mean they will make an excellent ambassador for your brand. And just because someone enjoys a large following doesn’t mean they are the best person to spread your message.
As we discussed above, if there is a misalignment or contrast between your product and the influencer or their audience, then there is little chance that your campaign is going to be successful. Brands need to ensure that the personality and attitudes of the influencers they work with match the brand’s ethos so that they can deliver natural and authentic endorsements.
Disney, for example, recognizes the potential for conflict here. They prefer a strictly controlled, family-friendly environment. They have learned they can’t align themselves with controversial influencers, no matter how popular they are.
5. Select Influencers Who Operate in the Same Social Space as Your Target Audience
This connects with the idea of connecting with influencers in the same niche as your target market. You need to work with people who influence the types of people who could have an interest in purchasing your product or service. For this to work, you need to work with influencers who operate in the same social space as your intended audience.
For example, if you’re older, you might only really have heard about Facebook. That is possibly the only social network you use yourself. But if you market to a younger demographic, they are probably more active on other social channels. Sure, they probably have Facebook accounts, most people do, but that doesn’t mean that they spend much of their time engaging there. If you target Millennials or Generation Z, you are far more likely to find them on TikTok, Instagram, or YouTube. If you target gamers, you will find them watching videos on YouTube or live streams on Twitch.
So, it is vital that you match the social networks of your influencers with those preferred by your target market. Indeed, it should be easier to find suitable influencers on these platforms, as that is where they will have made their names.
6. Focus on Engagement Stats When Selecting Influencers Over Follower Numbers
A beginner’s mistake in influencer marketing is to look for the people with the greatest follower numbers. Apart from the fact that mega- and macro-influencers cost considerably more than other influencers, they will often have many followers who are essentially worthless to your campaign. These are people who have no interest in your product, even if the influencer promotes it.
同样，许多高级社会账户代表名人经营，而不是由名人自己经营。这些帐户经常播放与名人/宏观影响者有关的感兴趣的项目，而不是从事真正的参与。
Many successful influencer marketing campaigns have been carried out by micro-influencers, who might have only 10,000 followers. The key to their success is engagement. They post regularly, take notice of their followers’ posts, make comments, like, and many more types of social engagement. They are actively involved with their followers, often multiple times daily.
7.不要微管理您的影响者
某些品牌犯的另一个错误是将有影响力的营销与传统营销活动相同。金博宝188备用网址特别是，一些公司试图对其竞选活动进行微观管理，在内部创建所有内容，并期望有影响力的人只是将其交付，就好像他们是电视频道，广播电台或报纸一样。
但是，这与有影响力的营销无法使用。金博宝188备用网址有影响力的人通常不依靠您的付款来运营，也不认为自己是广告平台。188滚球地址他们自己建立了帐户，共享与听众响起的原始内容。在许多方面，他们为您提供了一个忙 - 他们为您提供现成的观众。听众没有阅读或查看他们的帖子来听到您的了解；他们之所以关注这些帖子，是因为他们相信影响者要说的话。
因此,与影响者市场取得成功ing, you need to give influencers enough freedom to make posts in their normal style, the voice that their audience already likes. Any attempt to micro-manage an influencer is unlikely to be successful and can greatly harm your relationship.
However, that doesn’t mean that you simply leave the influencer to do whatever they want. You should set some guidelines for your expectations. For instance, you shouldn’t write the copy for their posts. However, you can stipulate the number of posts they should make in a timeframe for an agreed payment, and require them to include the product, brand name, and any campaign hashtags. If your campaign goals involve your website or company social accounts, you should provide your influencers with the relevant links they should include in their posts. You should also make your campaign goals clear, along with your expectations of the influencers.
8. Ensure Your Influencers Clearly Identify Their Posts as Sponsored
The FTC (and their British counterpart) have taken a strong interest in the fairness of influencer marketing over the last few years. They have made strongly worded pronouncements insisting that influencers clearly differentiate between their sponsored posts and their everyday organic posts. They have issued theFTC Social Media Guidelines that Influencer Marketing Professionals Should Adhere to.
Not all influencers appear to fully understand the rules yet, so you should make a point of ensuring that they identify your posts as sponsored.
9.使用分析来监控您的投资回报率
At the beginning of your campaign, you will have hopefully set some SMART campaign goals. The M in SMART is "measurable," and you must measure the success of your campaign as it progresses.
While we can say, in general terms, that you need to measure the return on investment (ROI) of your campaign, influencer marketing doesn’t have a single ROI success measure. Your success metric will depend on the goals you set.
例如，您可能会设定活动目标，以增加公司网站的访问者。因此，在围绕您的广告系列的几个月中，您将需要查看您的网站分析，以查看您网站的访问者数量是否有所改变，尤其是指定为“社交”的访问。您的目标可能是通过在线商店增加销售额。在这种情况下，您的影响者广告系列最重要的指标很可能与您的在线商店门户网站有关，从而从您的影响者广告系列的实际日期中延迟了一段时间。
