As the influencer marketing arena becomes saturated, it’s hard to create innovative ways to increase marketing reach. Now, many brands are turning into digital marketing micro-influencers campaign with focused niches to boost their businesses.
To help companies find the right micro-influencers to product services and products, here are some quick guidelines to craft a winning strategy:
Budget, Goal Setting and KPIs
The first step to creating an effective micro-influencer campaign is establishing goals. This is to clear the path from uncertainties that may come with the challenges of marketing. Aside from investing in goals, it’s best to set aside a budget for performance indicators or KPIs to know the campaigns’ reach, views, engagement, followers, and sales performance to create focused and actionable goals.
Businesses should keep in mind that their social media digital marketing strategy, budget and micro-influencer cost should justify the rewards. A great way to establish the popularity of any brand is through micro-influencers with high follower engagements.
The right social media platform
A plethora of social media available on the market fits any digital marketing micro-influencer campaign. However, the results will vary as to the type of market the business is selling to. A comparison between Instagram and YouTube may vary in engagement and market. Instagram caters to a younger and wider market with social media influencers with a sizable amount of followers. YouTube caters to niche specific categories and is often more expensive compared with Instagram. The success of any campaign will depend on its goals, market reach, and digital marketing strategy.
Finding the right micro-influencers
Brands should establish rapport with potential micro-influencers by engaging with them on social media, sending them some products to review and even offering discounts. By creating a series of posts can the campaign deliver effective results and establish authenticity for fans and followers.
Since micro-influencers already have a sizable number of followers, it will take a lot more than exchanging products. So companies should be ready to go the ‘extra mile’.
Making the company’s goals clear should be part of any digital marketing micro-influencer campaign. A high-level overview of the budget, digital reach, objectives, and legalities is important for the success of a brand or product launch. Any person that is part of the campaign should be operating with the same goals in mind.
Contracts and campaign rates
Legal agreements should all be briefed with the selected micro-influencers to avoid any fouls that might happen along the way. Contracts should clearly state the rates, exchanges of services and/or goods and deliverables to avoid complications with this kind of partnership.
Review before launching
Digital marketing micro-influencer campaign should be reviewed together with the brand ambassador for quality assurance purposes. The brand’s products and services should be clear to the ambassador so they can carry it with integrity and consistency. It’s best to also review the FTC guidelines to keep any legal troubles at bay.
At the end of any digital marketing strategy, analyzing data from KPIs is needed to see effectivity of the campaign launched. For marketers to have a better understanding of their campaign’s effectiveness, comparing previous and present campaigns should be a good indicator of what was done right and what needs to be enhanced.
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