Whether you have a small startup or an established brand, the digital realm offers endless opportunities to engage with existing customers and reach new ones. If traditional forms of marketing are coming up short for your brand, influencer marketing could provide the boost you’ve been missing.
The key to successful influencer marketing is finding that perfect synchronicity with your brand, at a cost-point that makes good business sense.
Here are a few key points to help you maximize ROI:
- Plan ahead — successful influencer marketing requires a well-thought out plan that allows you to reach your target audience with relevant content. Without a proper plan and the time to pull it off, your brand can miss a golden opportunity. Studies conducted by the National Retail Federation have shown that at least 40 percent of consumers begin their shopping before Halloween. The same logic applies to other key shopping milestones throughout the year, or if you’re trying to build hype for a certain event. The main takeaway: plan the execution of your influencer marketing campaign accordingly and give it enough time to be successful.
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- Find your influencers — spotting your target market is one thing, spotting your most impactful influencers in another. This is where planning ahead pays off, since it can take some time to find the perfect advocate for your brand. Consider, too, which platform best fits your brand, and use that to help guide your influencer search.
- Target millennials — it’s no secret that millennials spend a lot of time online, a good portion of which involves their favourite influencers. What many brands overlook is the purchasing power of this generation—one that spends $600 billion every year on shopping. Connecting your brand with the right influencer offers a way to tap into that target market in a more cost-effective way than most traditional forms of marketing.
- Find the right platform — each platform caters to a certain audience and comes with its own strengths and weaknesses. For example, while YouTube specializes in video content, Instagram and Pinterest deliver the best experiences for photos. Likewise, simple blogging platforms are ideal for in-depth how-to articles or other long-form content. So keep this in mind when choosing a platform—and by extension an influencer—for your brand.
- Be realistic — when it comes to influencer marketing, size matters but it isn’t everything. In other words, don’t get hung up on the number of followers an influencer has, especially since this will often reflect the cost of their services. Instead, look at the engagement of their followers and their relevancy to your brand. If this is your company’s first foray into influencer marketing, you might want to ease into the experience on a smaller scale. Also be sure to measure success (as much as possible) by establishing a series of KPIs and setting up whatever metrics you can. This will give you a more objective view of how successful the campaign was and offer valuable insights for future initiatives.
Influencer marketing has proven to be an effective way of reaching audiences, especially millennials. That being said, it’s only one part of the equation. It’s important for you to complement your influencer marketing efforts with relevant brand and product marketing initiatives. PNH is one such marketing company that specializes in events, exhibits, trade shows and much more. PNH is known for its personalized service and custom capabilities, especially in the field of large-format printing. Visit https://www.pnh.ca/ to learn more.
