Not All Influencer Marketing Campaigns Are Successful. How To Make Yours Worth It?

营销组合已经改变。也许您仍在抵抗,但是变化已经到来,一些新的(对早期采用者而言并非新鲜)玩家在广告界占据了越来越多的空间。有影响力的人正在大量蛋糕,大流行只巩固了他们作为宝贵的营销资产的地位。在品牌努力生产内容敏感的情况下,在锁定期间,有足够的内容敏感或努力生产任何内容时,有影响力的人以自己的创造力跳来跳去。

作为对营销热情的人,我相信像某种营销支柱一样强大,它永远不会像所有支柱那样强大。当您想让自己的品牌或企业开展业务时,您需要弄清楚多个频道以传达信息。在这个时代,毫无疑问,其中一个渠道是影响者营销。金博宝188备用网址随着社交媒体推动大量购买决策,影响者营销不太可能发生在任何地方。金博宝188备用网址它不仅要留下来,而且要扮演更大的角色。

但是不要扭曲。并非所有有影响力金博宝188备用网址的营销活动都被证明是巨大的成功或精致的投资回报率。就像一切一样,要确保更大的转化,适当的意识提高并因此有ROI,还有一些工作要做。让我带您完成一些使您的影响者营销活动几乎防弹的策略。金博宝188备用网址


How to make your influencer marketing campaigns successful:


并非所有的影响者都值得。检查您正在与谁合作

这是一个拥挤的影响者空间。数以百万计的创作者正在进入有影响力的营销领域,并将其成为合法的业务。金博宝188备用网址对于广告商来说,它变得更像是一家糖果店,有很多选择。但是如何找到完美的匹配?

  1. 首先,您知道您的产品所在,因此显然您希望该领域的某人谈论您的产品及其好处,无论是时尚,美容,旅行,健身,健身,游戏还是其他。
  2. Credibility has become a major currency. How many fake followers they have, how many mass follower accounts are following them? This is part of your brand safety criteria that you’ll definitely want to check before committing. You don’t want to be paying for eyeballs that do not exist.
  3. Why work with an influencer who promoted your direct competitor just days ago? It’s not credible nor authentic. The influencer’s audience will be confused and it’s clear it’s not a great match for you. There are of course exceptions to this rule, but let’s just say if they promoted one phone on Wednesday, and another on Friday, you’d probably buy neither of those phones.

是的,您可能想知道如何filter and select the best creators to work with, and where to find all this data. With proper technology in place, there are many platforms that offer the right tools and save you both time and money. At Post For Rent, our Discover tool gives you access to over 150 thousand influencers across the world and lets you filter out the right match for your business. But let’s make it clear, even with all the automation that exists today, some human intelligence checks should be made anyways, to finally confirm that the influencer and the content they post is something your brand wants to identify with.


Long-term always wins against short-term

As many influencers there are, there’s as many brands that want to be promoted by them. Most of the influencers get at least several weekly partnership offers. But with audience becoming pickier and more sensitive to inauthentic advertising, influencers need to find ways to earn money while staying true to themselves and their audience. And this is where long-term partnerships always win. Keep in mind that finding influencers is hard, as well as recruiting and briefing them. If this is not done properly, your campaign might be worthless. So why waste time with one-offs, when you can build proper relations and give your brand a consistent and credible spokesperson. Think of influencer marketing as an always-on strategy, and it will for sure pay you back.


If your brief is not good, don’t blame the influencer

我们已经在多个广告系列中看到了多次 - 品牌没有提供适当的简介,但希望结果惊讶。您知道他们在说什么:“只问别人,您可以付出尽可能多”,或者至少我总是这么说。有影响力的人主要想确保袋子并支付账单。因此,如果您不太在乎提供适当的简介,他们将不会花更多的时间去加倍努力,因为他们可能会认为您甚至不在乎。归根结底,您需要对自己正在进行的广告系列的成功负责。


Micro is as good as macro, and maybe even better

粉丝数量当然是重要的,但是它doesn’t get all the power. Micro influencers don’t have millions following their every move, but their voice could be maybe even more powerful. Their audiences are usually more specialized, therefore their engagement rates are often times much higher. And engagement leads to better conversion, and this is exactly what you want for your business. Mind the fact that micro influencers usually cost less, and if you find the right match whose audience interests fit your product, the ROI is guaranteed. Don’t be fooled by the numbers you see on their profiles. Dig deeper and check numbers that are even more important (such as engagement). There’s a tool that allows you to analyse any profile on the planet, and is aptly calledX-Ray


Keep control, but loosen up on creative control

If you’ve read this article carefully, you’ve already learned about the importance of a good brief. A brief gives an influencer an idea of what your key messages are, what you want to stress about your product and which direction you’d like to see. BUT, influencers are creators. If you’ve taken time to find the right persons to be your brand’s promotors, then give them some creative freedom. Today’s influencers are very savvy content creators, able to create pieces in different formats for different channels. If you give them creative control, they might take you out of your comfort zone and produce content which you wouldn’t be able to produce yourself. Also, you can always add a clause in the contract which gives you the right to use this content for your channel and further advertising afterwards (of course, in agreement with the influencer). And we all know that content is KING.


Share your objectives with influencers, they might help you accomplish them

Today’s strong influencers are true business people, and influencer marketing has become a legitimate business. As young as they might be, they are doing their best to run their own brands and show professional side behind their colorful Instagram grids. Don’t underestimate their power to turn your objectives into reality. Whether you’d like to sell more, increase brand awareness, promote one feature of your product or build any other aspect of your business, be transparent with your expectations and what you want to achieve. Good influencers will know how to adapt their content and make certain features stand out, keeping your business objectives in mind.

总而言之,就像所有值得投资的东西一样,有影响力的营销需要时间才能正确完成并为您的业务产生更大的ROI金博宝188备用网址。幸运的是,有一些平台和技术使这些过程无188滚球地址缝。管理,合同准备,分析,竞选报告,付款等是向广告商提供租金报价的平台,以帮助他们节省时间和金钱,并允许他们专注于重要的事情。188滚球地址

With influencer marketing developing from something that was very little understood to a business projected to reach over 15 billion by 2022, it has seen changing trends and behaviours, and it’s crucial for brands and advertisers to dig into these trends and capitalize on the power of influencers. Even the birds on the trees already know how important storytelling is in any brand building business, allowing consumers to enter the brand’s world. Stories create emotions and emotions trigger their buying decision. But, in a world where so many brands are fighting for a piece of consumers’ attention, it has become as important as ever to tell your story from different angles and through different lenses. And to have them consumed through different channels. Well-rounded influencers, skilled in producing any content format, will play the exact role your brand needs for a successful growth.

ABOUT THE AUTHOR

Renata Milicevic

Renata Milicevic is the CMO of Post For Rent, an Influencer Marketing company offering solutions for all sizes of businesses. Founded in 2016, Post For Rent set on a mission to provide a simple solution for all players in influencer marketing with its own technology at heart, enabling influencers and advertisers to engage in data-driven collaborations. At the end of 2018, the company acquired a Multi-Channel Network and turned into the most dynamically growing MCN in Europe within 12 months. Post For Rent operates globally, with offices in 7 countries.

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