How to Run Your First Influential Marketing Campaign – Part 1
To run a successful business you need to be able to identify who your potential customers are and what influences them. If you can discover who influences your potential customers and build a relationship with them, you will find people buy your products or services far more readily. This is known as influential marketing which uses the power of social proof to create positive perceptions about a product or service.
There are different types of influencers depending on your brand’s buying audience. Some influencers are also consumers, known as innovators. Innovators are the consumers who will buy your products first. For example, they will stand in line for hours for a new product.
Other types of influencers include bloggers, social media stars, reporters, consumer advocates and industry experts.
So let’s get started on running your first influential marketing campaign.
Campaign goals and KPIs
As with any marketing campaign, you need to know what you want to get out of it. Is your goal to boost awareness of a new product by 25 percent? Perhaps it’s to increase the size of your mailing list by 30 percent?
Whatever your goals, lay them out in advance. They will inform you how to connect campaign elements from influencers to content.
Now that you have your goals outlined, it’s time to start looking at your ideal influencers. Just like a customer persona, create an influencer persona. Think about businesses that complement yours, who influences for them? What topic of keywords might your target consumers use to search for content? What factors would stop you from selecting an influencer?
Remember a good influencer isn’t about reach, it’s about relevance. Just because a social media star has a massive audience, doesn’t mean they have the right audience. Check that your influencers audience fits in with your target demographic.
Different social medial channels reach different audiences so your approach should reflect that. Here are some helpful pointers to get you started from Socialtyze:
- Facebook – big among women aged 30+
- Twitter – a strong concentration of 18-34 year olds, skews slightly male
- Instagram – 90 percent of users are under the age of 35 and are split by gender 50/50
- Pinterest – 85 percent of users are female from a broad range of age groups
- Vine – 57 percent of users are female; great for organically reaching people under 30
- Blogs – The average blog reader is 41, with a median age of 38; readers skew slightly male
Campaign and content types
When you run your influential marketing campaign you will need to decide what kind of content you want your influencers to create. A good place to start is your goals and then work your way through to content.
Some content types you may want to consider are: stories, Twitter parties, YouTube videos, photo galleries, and blog giveaways.
Deciding on the content you want to produce should be a team effort between you and the influencer. Next week we will be going through how to work with an influencer when running your first influential marketing campaign.
If you need help to create your first influential marketing campaign, then we would be more than happy to help. Give us a call on 01536 560 435.