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How to Create a Successful Influencer Marketing Campaign The targeted reach of online celebrities and the relative low cost of social media is a powerful marketing combination.

By Murray Newlands Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

Web-based social networking is a brilliant and powerful marketing combination. Influencer marketing is not hype but a must-know strategy. Many have made it the center of their marketing and PR strategy approaches.

Step by step, influencer marketing is overtaking traditional advertising. Marketers recognize the power of joining forces with influencers who have large followings on their sites and on social media. Influencer marketing has become standard PR and marketing strategy. Brands can significantly build their reach with valid messages delivered by social media celebrities already familiar to their customers..

Influencer marketing has developed significantly but many are unsure how to use the influence of social media celebrities names to make viable influencer promoting efforts and effective influencer marketing campaigns.

  • People between 18-34 years of age prefer a recommendation from an influencer, according to MediaPost
  • B2B decision-makers rely on trusted online communities when buying, according to Forrester Research
  • All buying decisions are directed by word of mouth recommendations, according to McKinsey & Company
That being said, I have compiled a quick guide on the most proficient methods to make a successful influencer marketing campaign.

1. Determine your objectives.

To have a successful influencer marketing campaign, you have to:
  1. Identify your target group of audience.
  2. Make a financial plan.
  3. Build up Key Performance Indicators (KPIs).
KPIs to consider include:
  • Audience reach
  • Result
  • Views
  • Engagement
  • Click-throughs
  • Increment in supporters
  • Sales
  • Chatbot subscribers

2. Strategically select your social media channels.

The platforms you select to use will depend upon your objectives. Different platforms are used to achieve a diverse audience. Select social media channels based on the specific group of clients you are seeking and the sort of engagement you need to accomplish. Social media channels offer an assortment of engagement possibilities. The same marketing campaign on Facebook may not get the same result on Twitter, Pinterest, etc.

Related: 5 Reasons Why You Need to Take Advantage of Influencer Marketing

3. Find a credible influencer to be your ambassador.

The influencer you select will speak for your image and will be an ambassador for your brand. Therefore, before you work with somebody, you have to ask yourself, "is this the best individual to represent my company?" You have to do detailed research before moving forward with an influencer. Some research ideas before getting in touch with a potential influencer include:
  • Looking at all of their social media profiles.
  • Confirming that they do not have a bad reputation online or in the press.
  • Make sure that they do not discuss topics that would hurt the value of your products or services.
  • Ensuring they are polite, articulate, and that they write well-researched posts.
Try not to make your choice in light of the number of followers of your potential influencer. Investigate small scale influencers who, rather than charging you a large amount of money for one post, will allow you to put together a more lengthy campaign or give you the chance to use numerous influencers at one time.

4. Selecting an Influencer.

Your selected influencer's voice needs to adjust to your image with the goal that it feels real to your targeted audience. To discover potential influencers, you can:
  • Do a hashtag search to find out who is already doing posts about your brand.
  • Do a keyword research.
  • Use an influencer marketing tool.
  • Ask others for recommendations.
Your influencer needs to:
  • Adjust with brand messaging.
  • Have a dedicated audience.
  • Demonstrate positive past outcomes for similar work.
  • Be able to communicate with you quickly and succinctly.
  • Be seen as an expert.

Keep in mind that you are not building an infomercial with a big name celebrity advising to your crowd to purchase your items. Rather than posting every one of the benefits your audience will gain from buying your products and services, ensure your influencer creates natural posts that make your product clear and relevant to your buyers.

Related: Enough About Millennials! You Can Use Influencer Marketing to Target Older Audiences, Too.

5. Plot your publishing schedule.

To ensure your influencer campaign is effective and has a positive result, you need to arrange all your social media platforms and adjust your endeavors to all your other advertising attempts. For example, events, new blog posts, press releases, etc. should all follow the same lead. Building up your marketing strategy around your influencer marketing campaign will help you push your audience through your sales funnel.

6. Audit content before publishing.

Before any posts are published, you have to guarantee that your content aligns with your campaign requirements and your advertising guidelines. Despite the fact that you should give your influencer creative flexibility, it is vital that you review all posts, pictures, and recordings before they are published.

7. Consistently improve the content.

To enhance your influencer marketing efforts, be sure to promote posts before and after they are launched. You can also request that your influencer promotes posts through their social media platforms, as well as yours. This will permit you to post and publish more content relating to your campaigns.

Related: Fixing the ROI Problem with Influencer Marketing

8. Measure your outcomes.

Similarly, as with any marketing efforts, you have to ensure that your influencer campaign is performing to the best of its capacity. Glance back at the KPIs you described when assembling your campaign strategy and answer these questions:
  • Have you made any progress?
  • What did you learn from your audience?
  • Which posts are having the best results?
  • Which posts are underperforming?
There are five important points to have a successful influencer marketing campaign, and those are:
  • Using relevant hashtags.
  • Organizing your campaign budget to use more than one influencer.
  • Sharing your influencer's posts.
  • Always negotiating about pricing.
  • Make sure your contract includes the period of time your influencer will work with you.

By taking after the advice laid out above, you will have the capacity to make a more profound connection with your audience, helping you expand your brand's exposure, improve your product and service awareness, and speak with your audience in a more familiar and compelling way.

Murray Newlands

Entrepreneur, business advisor and online-marketing professional

Murray Newlands is an entrepreneur, investor, business advisor and speaker. He is the founder of ChattyPeople.com chatbot builder tool and Sighted.com. Read his blog MurrayNewlands.com.

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