5 Tips for a Successful Influencer Marketing Strategy
Is your brand ready to capitalize on the power of an influencer marketing strategy?
Emerging platforms and trends have ushered in a new era of influencer marketing. Brands that would not have traditionally made this a priority are finding opportunities to get in on the action.
While it is worthwhile, getting started in the influencer space can be intimidating. It is essential to have a clear vision of your expectations and build a strategy that is specific to your brand.
Our team of experts has collaborated with influencer marketing expert, Jenny Prewitt, to gather insight on how CPG brands can successfully create an influencer marketing strategy.
Check out our top 5 tips and get started today.
1. Set Parameters but Leave Room for Flexibility
Brands often restrict which influencers they work with based on follower count. In reality, followers do not necessarily equal engagement and further, conversion. Assessing a creator’s engagement, community, and content opportunities can be a far more powerful strategy.
It is important to have standards based on brand alignment and KPIs. However, setting too strict of parameters around creators and content may result in missed opportunities or wasted time and money. Keeping an open mind to who you are willing to work with may allow you to find a better match for your audience, and your company’s marketing budget.
“Avoid approaching your strategy with the mentality of we want to work with a creator that has no less than 40K followers, but no more than 50K only on Instagram and is 100% dedicated to (a specific type of) content.
This strategy limits the brand’s potential in capitalizing on talent that may not “fit the bill” aesthetically. You always want to find the right-suited creator from a brand identity and values perspective, and then create your strategy based on said creator’s tone and proven areas of success (e.g., TikTok audience is stronger than IG).”
2. Take a Quality Over Quantity Approach
One well-fitting influencer is worth a hundred non-fit influencers. Brands should choose creators who produce quality content that aligns with their values and tone.
Have a process for vetting creators based on your expectations for their content. Many brands make the mistake of throwing content at the wall and seeing what sticks. Understanding your brand fit and having a process for influencer selection has a huge impact on strategic outcomes.
3. Find a Balance Between Lifestyle Content and Niche Content
Niche content communities are an exciting prospect for brands. However, it is important to not pigeonhole your product to only niche communities.
Consider working with creators who produce content that is highly specific while also investing in those who create more general lifestyle content. Finding this balance allows your brand to reach both its target audience and new audiences.
“Although niche communities can be wildly powerful, brands should always consider a healthy mix of content creators who cater to their vertical and those who skew towards lifestyle content.”
– Jenny Prewitt
4. Understand that Influencer Marketing is Not
While there are best practices, influencer marketing strategies that work for one company may not work for another. Your strategy is dependent on your brand value, audience, and resources.
Be open to creating an influencer strategy based on your brand and product offerings, rather than following a generic one. The trends you participate in, creator partners, and measures of success should be well-thought-out and specific to you.
Make sure to take account of all these factors and have a brand-specific strategy before getting started.
5. Consider Working with a Third Party
Navigating the world of influencer marketing can be difficult. Especially for brands that do not traditionally participate in the space. However, it is critical to a brand’s relevance to keep up with the constant evolution of trends, practices, and opportunities.
Not to mention, vetting influencers and content that works best for your brand and nurturing those relationships is a strenuous process.
Bringing in a team of specialists to help define and implement your brand’s influencer strategy makes this process more digestible and successful. Don’t navigate the influencer marketing world alone. Use a resource that can help you guarantee a powerful influencer marketing strategy.