There’s been a swathe of briefs and RFP’s flying into the inboxes of the team @ BC. and a recent request was for influencers to come up with a ‘top 10 ways to…’ type content and it inspired me to come up with a top 10 tips for Influencer Marketing;
#1 – Why do it, what’s your purpose?
It sounds silly and obvious but it’s critically important if the investment is going to pay off. Purpose defines the tactics and influencers you use, it also defines the success metric – for example we’ve seen $1000 spend out perform a $10k spend on engagement & reach because the purpose wasn’t clear.
#2 – Who do we want to reach?
Simple rule here, pick the audience not the influencer. It’s important to focus on who we want to influence and not necessarily who is doing the influencing. Understand ‘why?’ someone is being followed, take @nzgirl for example – fans follow for advice, for that big sister type go-to person. Handy platform if you’re trying to persuade people and garner trust. Remember, cool is fickle, but loyalty and trust gets results.
#3 – Does size matter?
Not as much as you think. Two simple reasons – you can buy eyeballs, if your purpose is reach only, then maybe your digital marketing person needs a tap on the shoulder and more of your budget. Second is trust – too many influencers have jumped to the darkside and started to boost metrics through buying audience numbers and even likes.
#4 – Set the success metric
The industry is ready to harden up, it needs to. The rate of growth demands maturity around ROI, there are huge challenges in this area with multiple platforms, duplicity of audience and multiple measurement tools that claim to do the same thing but produce different results. However, pick the important metric – Cost Per Reach / Cost Per Engagement / Cost Per View / Clicks and Sales.
#5 – Understand the power of the content you’re paying for
An average of 100 million+ hours of video are watched on Facebook via mobile devices every day. What we know is that content has the power to live on, think of your influencer activity as a content hub and bank the content – our Winter Series Package is a good example of how.
#6 – Own the activity, don’t be covert, flaunt it
I may be alone on this but I think the topic about influencers declaring sponsored or paid is a dull topic and think it’s driven by agendas that are not necessarily consumer centric, however I totally agree that influencer relationships should be disclosed, in fact I think they should be flaunted and become part of the content. Language like ‘I’m an ambassador for Farmers because I love their beauty range’ or ‘Sealord help me keep this blog going’ only serve to enforce that the category is about relationships and persuasion.
#7 – Ask for more data
A bit of a repeat of the ‘set the metric’ tip – there’s planet of data generated by this activity, sometimes we’re not sure what you need / want to know. With such a focus on reach, we tend to focus on those metrics but there is more. Put pressure on us, make us work harder for you.
#8 – Harvest the relationship
If you look at influencers in a transactional sense, you may miss the point. Take @jayandsarah for example. Previous winners of MKR, they’ve just launched a cook book and will travel the country doing a book tour, and a TV series with Maori TV’s On Demand platform is on the horizon. These are professional influencers who get results, and have managed to take a commercial relationship across multiple platforms and will travel the country engaging with followers and consumers. There’s more to them than a blog post!
9# – Don’t be scared to experiment
Look out for tomorrow’s stars, imagine the kudos and ROI you would have got if you had the relationship with Shaaanxo, How to DAD or Jimi Jackson 12 months ago? This point is a combination of ‘does size matter’ and ‘who do they reach’ points. We’re sitting on people who reach the elusive 18-24 male audience and can’t wait for the day someone takes a chance on them.
10# – Be a follower, be your own target market
if you’re a marketer then the best piece of advice we can give is follow the influencers, create an understanding of the reward from being a fan. There is no better brief and robust discussion about ROI than one you have with a client who follows the influencers of their target market.