采用人才优先的方法来进行有影响力的运动

我们在Lytehouse一个影响力金博宝188备用网址营销机构,encourage brands to rethink their approach to influencer marketing.随着影金博宝188备用网址响者营销的发展，品牌已经磨练了他们的竞选策略，但是一种流行的影响者营销方法限制了这些活动的成功。我们鼓励品牌重新考虑其影响者营销的方法。金博宝188备用网址就是这样：

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采用人才优先的方法来进行有影响力的运动:

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品牌通常如何处理有影响力的运动

Most influencer marketing campaigns start with a simple goal: have popular, well-polished people promote a brand in order for the brand to gain popularity. From there, brand marketers hone in on the objectives and key performance indicators, or KPIs, that they will track over the course of the campaign to measure its success. These brand objectives can range from building brand awareness and introducing new audiences to the brand to achieving a certain sales goal. Objective-setting is a natural first step in planning a campaign strategy, as it helps establish the “why” behind your campaign and makes clear the reason for its existence in the first place.

战略建设过程的下一步是许多营销人员赶上的地方。考虑到竞选目标，营销人员将选择他们希望激活的社交媒体平台，确定他们旨在在广告系列中使用的内容媒介。188滚球地址从那里开始，营销人员设定了预期数据结果的基准，这些基准将作为衡量其KPI的手段，只有这样，他们才能建立他们希望与之合作的有影响力者的清单，通常考虑有影响力的以下规模和参与率以及他们在内容中与之交谈的类别，以确保竞选的理想影响者合作伙伴。

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The Limitations of a Data-Forward Strategy

Setting benchmarks and selecting platforms and content types prior to selecting influencers greatly limits the efficacy of an influencer marketing campaign. Marketers can often undervalue the “influencer” part of influencer marketing, prioritizing numbers while undervaluing the importance of individual influencers when strategizing campaigns. As the industry has grown and marketers need to scale up their campaigns to meet demand, it is easy to reduce influencers to their quantitative features—their following size, engagement rates, and their fees. This allows marketers to quickly select a large group of influencers who, on paper, appear to be good—and cost-effective—matches for the campaign.

数值数据isimportant to look at when selecting influencers, but looking at quantitative data alone will only provide a surface-level look at an influencer, ignoring the qualitative aspects that are equally important, such as brand affinity, content quality, comment sentiment or relationship to their followers, storytelling ability, and expertise.

一项设定基准并建立创意策略的广告系列，包括在有影响力的选择之前激活哪些平台以及该品牌期望的内容类型，就像试图通过圆孔适合方形钉；188滚球地址每个影响者的独特品质都被扁平化，以适应运动的模具，而不是利用每个影响者的个人优势发挥其全部潜力。这导致了广告系列，在这些活动中，创造性的概念和谈话要点对影响者的内容感到不真实，而合作伙伴关系会感觉到交易而不是协作。如今的观众很精通品牌合作伙伴关系，并迅速注意到何时出现品牌广告系列，这可能导致参与度下降，并导致品牌有影响力的内容无法实现品牌首先获得的品牌的基准。

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采用影响者优先的方法

拥抱一个有影响力的第一方法instead of one that begins with benchmark metrics will allow your brand to further hone in on the “why” behind your campaign, identifying and working with the key influencer partners who are selected for their creative content as well as their ability to speak to your brand’s target customers in an authentic tone. This approach is also platform agnostic, with the campaign solidifying where to market based on the individual profiles of influencers. For example, instead of limiting oneself to Instagram content, a campaign might expand to include TikTok and YouTube content based on securing an influencer with a bigger following on those platforms. Planning out a campaign in this way allows your brand the opportunity to expand the reach of your campaign in a natural way and market on different social media platforms, capturing varying audiences while measuring multiple KPIs across the various social channels.

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Casting the Right Influencers

采用有影响力的优势方法，将有影响力的人和品牌价值保持一致至关重要。这意味着要与您的品牌在同一类别中创建内容的影响者确定并合作，他们的受众人口统计与品牌的目标客户相匹配，其社交媒体渠道上的个性和价值观与品牌的声音相吻合。

Metrics like following size and engagement rates should still be taken into consideration when considering influencers, but evaluate these numbers in tandem with the qualitative aspects of the influencers, as a large following and strong engagement rate mean little if the actual content that the influencer provides for your brand does not match up with the brand’s identity or reach the brand’s target consumers. Additionally, a large following or even a high engagement rate does not always equate to actual influence or purchase power. Audiences may follow an influencer they view as aspirational and engage with the influencer’s content but may not buy the products that the influencer promotes, for example. That is why it is important to look at the data but also dive deeper into what the numbers mean since they do not tell the whole story.

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制定您的策略

采用影响者优先的方法来制定营销策略的主要好处是，您所选影响者的个人优势将指导竞选策略。作为一个品牌，您将牢记竞选目标，并根据您正在推广的产品或计划来计划关键的谈话要点。尽管如此，您的创意简介仍应代表有影响力的人留出定制和个性化的空间。

避免淹没有影响力的有影响力的话题和要求，而不会留下创造力的空间。死记硬背的脚本和邮政需求清单会导致机器人内容，消费者精明了此类品牌内容，将其视为不真实的，并且通常在滚动供稿时忽略它们。这些微观管理的伙伴关系在每个人的嘴里留下了不好的品味。有影响力的人认为合作伙伴关系是交易的，而不是真正的合作伙伴关系，并且该品牌经常对这种内容的缺乏参与和总体差异感到失望。有影响力的人最了解他们的听众，品牌应该相信这一点。

取而代之的是，在谈话要点允许有影响力的人呼吸空间，以便采用竞选概念并将其做出。Establish an approval process that will allow the brand to provide some feedback and cut out any content that is truly not aligned with the brand’s vision for the campaign, but keep an open mind when reviewing submitted content and remember that one of the biggest values of working with influencers is that they know their audiences inside and out and therefore know what types of content they will and will not engage with. After all, you are booking an influencer because of their expertise in content creation, so know when to let go and embrace creative content, even if it veers outside the expected. In a world where out-of-the-box ideas are needed to break through an oversaturated ad space, the top-performing branded content can often come from unexpected places.

协作是关键。与您的影响者合作伙伴合作，绘制出他们认为哪些类型的内容会在听众中产生最大的共鸣，以实现您的品牌所需的结果以及将激活的平台。188滚球地址这将导致一种个性化的创造策略，该策略允许自然地在影响者的单个渠道中自然地使用的真实含义的内容，而不是试图将所有铸造的影响者塑造成一种千篇一律的饼干切割方法。

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通过有影响力的优先方法获得成功

设置基准

一旦您投掷了影响者并与他们合作以最终确定创意策略，并分解了他们创建的内容类型以及他们在何处激活的内容，那是时候对您的广告系列设定基准期望了。为什么我们建议在游戏中这么晚做这件事？设定基准测试后，一旦您巩固了演员阵容和策略，您的品牌就可以设置现实的基准，并以真实的历史数字为后盾，并且过去的影响者数据指导您的期望。When brands set benchmarks at the outset of planning a campaign, those numeric goals tend to be vague and based on industry-wide expectations rather than realistic and specific data, which results in the brand being disappointed with a campaign’s actual performance even though their benchmarks were not based on realistic data to begin with.

尽管广告系列分析对于了解内容的性能很重要，但营销人员可以过分强调其在确定竞选活动或个人影响者表现的成功或失败时的价值。影响者营销的最终目标是将社交媒体受众转变为金博宝188备用网址品牌客户，但这是营销渠道的最终目标，而不是开始。品牌可能会陷入有影响力的营销是销售考虑流程的捷径的想法中，并具有易于访问的链接，可以金博宝188备用网址购买等于更容易购买消费者的途径。

事实是，与所有形式的营销形式一样，有金博宝188备用网址影响力的营销是在玩漫长的游戏，并与影响者与有影响力的人之间建立牢固的关系，以此作为这种关系的促进者。消费者在第一次遇到品牌或产品时很少进行购买，但是建立对影响者的品牌熟悉，因为发言人会随着时间的流逝使观众更有可能购买自己。说到利用影响者作为发言人…

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建造大使

如前所述，与有影响力的人一起制定创意和建立个性化策略将使该活动成为真正的合作伙伴关系，而有影响力的人和品牌营销人员则合作开发最强的品牌内容并建立合作伙伴关系。这为长期运动奠定了基础，其中有多个发布组件或脉搏点，在这种情况下，有影响力的大使可以在几个月甚至数年的时间内谈论您的品牌及其功能。确保有影响力的人作为大使进一步增加了您将听众转变为客户的可能性，因为重复使品牌熟悉度建立了品牌熟悉，而合作将品牌确立为影响者生活的重要组成部分，而不仅仅是收入机会。

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利用影响者的内容

有影响力的竞选战略方法的另一个好处是，当您的品牌签约有影响力的人与品牌的内容保持一致时，您就可以在品牌拥有的渠道上使用影响者创建的内容。为了这样做，您必须包括使用权和条款，包括在哪里使用内容以及在影响者的竞选合同中使用多长时间。有影响力的人通常会为使用额外的使用费，但是我们鼓励您将使用纳入整体广告系列预算，以充分利用影响者生成的内容，并在品牌拥有的渠道上使用IT，除了有影响力的渠道外。

Some brands even contract influencers to develop content that will仅有的be posted on brand-owned channels as a way to supplement social media content created in-house. Brands know that audiences engage better with influencer-created content than with brand-created content.

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放大内容

最大化影响者创建的内容价值的另一个方面是利用有影响力的活动中的付费放大。像其他使用权一样，如果有影响力的内容作为广告运行，影响者通常会要求额外的费用，但是放大影响者内容的好处很丰富。

首先，这使品牌可以将有影响力者创建的内容的创造力和吸引力与更传统的KPI合并，因为Amplification使品牌能够针对特定的受众和量身定制呼吁行动以实现特定的营销目标。

放大还可以让内容吸引更多的观众，而不是特定影响者或品牌的追随者。如果内容强大并与这些观众产生共鸣，他们可以成为新的品牌迷，同时也被介绍给新的影响者以遵循，从而使所有相关各方受益。

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最后的想法

金博宝188备用网址有影响力的营销已成为数字营销的主要内容，并且随着品牌强调有影响力的活动的合作方面，所有各方都将受益，并且由此产生的广告系列将更加强大，以结果为驱动和协作。这就是为什么与像Lytehouse这样的代理机构合作，可以促进品牌与影响者之间的关系对于在社交媒体上的下一阶段进行营销至关重要。