As with any marketing campaign, if you clearly define your goals and then shape your strategy to achieve them, you’re more likely to achieve success. Uncover the most common influencer marketing campaign goals and get some ideas on what your strategy should look like.
- For some business owners, influencer marketing seems like the Wild West. There is doubt as to whether it will generate ROI and move the needle for your business. However, it's proven that with any marketing campaign, if you clearly define your goals and then shape your strategy to achieve them, you're more likely to achieve success. Here are two of the most common influencer marketing campaign goals and some ideas on what your strategy should look like if you want to achieve them.
Goal one is brand awareness. Whether you're entering the market for the first time or introducing a new product or service to your business, you need to generate exposure and awareness of the new offering. Content like how how-to videos, unboxing videos, product reviews, sponsored blog posts, Twitter chats, of course testimonials, and newsletter announcements are all great content formats that are effective for creating brand exposure.
Now, brand awareness campaigns won't always generate sales instantly but they are incredibly important for long-term growth and compounding results will show over time. Remember, if no one knows about your product or service how will someone know how to buy it? Think of influencers like modern day publicists, sharing brand messaging through storytelling and content creation. And give them some time to do it. Now, if your primary goal is to generate sales quickly, then you need to implement the right methods of influencer marketing to specifically generate revenue and that's the other most common influencer marketing campaign goal.
Here are some strategies to consider if generating sales is your top priority. Affiliate marketing campaigns, encourage influencers to support a brand and influencers receive benefit from a kickback per sale. Discount codes that influencers share with their community, give followers an incentive to make a purchase. Flash sales, contests, or giveaways promoted via an influencer activation create FOMO, fear of missing out, and can give you a quick spike in sales.
Beyond those two goals and the associated strategies, you could take top performing influencer relationships one step further by partnering with them as a long-term brand ambassador. So when you start strategizing your next big influencer marketing campaign, be sure to clearly define your goals and you'll see the results you're looking for.
- What is influencer marketing and why do you need it?
- Defining your customer and marketing goals
- Measuring influencer ROI
- Finding influencers
- Compensating influencers
- Creating an influencer marketing campaign