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How to create a kick-ass influencer marketing strategy: a beginner's guide

Planning to get started with influencer marketing?

This eight-step beginner-friendly guide will help you to create and implement your kick-ass influencer marketing strategy

1. Document your goals

Building a kick-ass influencer marketing strategy is all about being goal-oriented.

For example, some goals you may want to consider for your influencer marketing strategy include the following: brand awareness, building brand identity, audience building, more sales, lead generation, engagement, сustomer loyalty and etc. You need to choose 1 to 3 primary goals.

With Persollo analytics tools you can develop clear your main goals, identify the tactics needed to achieve those goals. You can review your store's recent activity, get insight into your traffic, sales, your campaign's activity, and transactions as well as social media analytics, сollaborate with main social leaders, bloggers, сontent creators in your niche and etc.

2. Choose a type of influencer marketing campaign

Also, you need to choose type of influencer marketing campaign that will help you accomplish your mission. Variety of campaigns: gifting, guest posting, sponsored сontent and co-creating content, social media mentions, influencer takeover, affiliates, brand ambassadors, contests and giveaways.

With Persollo platform you can create any campaign in a few minutes. You just need to fill out campaign brief. Read about what campaign brief need to include.

3. Identify your audience

Before you start looking for influencers in your niche, spend time and create a “buyer persona” and define specific details of your audience: age, gender, location, family situation, education, professional role. You need to know their values (what does he/she strongly believe in?), goals (what are his/her personal/professional goals?), challenges (what challenges is he/she facing?) and buying decision (how does he/ she regularly buy?).

4. Define the right influencers

You need to search and discover the right influencers for your business - it's the vital point in influencer marketing strategy. Persollo team cares about your time that's why we not only suggest ready-to-use database of thought leaders but continue to improve it. For instance, with Persollo tool Influencer Directory” of 61,000+Influencers, you can easily build successful relationships with the right influencers for your brand and analyze the results of your collaborations. With “Influencer Directory” influencers can be sorted by their audience size, interests, the number of followers the influencer needs to have to request free product&services, countries, social platforms (Twitter, Facebook, Instagram and Youtube), and many more. This influencer marketing tool can save you time and effort in finding relevant influencers and reaching out to them.

5. Get to know your influencers

The success of your influencer marketing strategy depends on how well you know the influencer of your niche (total number of followers, engagement rates, content authenticity, a style that aligns with your messaging and brand values, and etc.) Also you should focus on building long-term relationships with your influencers for perfect results. Persollo great feature Social Media Post Analyzer (Instagram social media only) help discover influencer performance and get insights, using social media post URL for analysis. So, you can measure the effectiveness or the performance of the individual influencer (when you analyze Instagram post, not only do you get Post Analytics, you also get Influencer Audience Analytics). You can analyse post of your influencers - check their audiences (by global market, by country, by city and by gender), engagement and growth rate, fake/bot followers, brand safety metrics (adult, medical, racy content, inappropriate words), analyse the strength of emotion of audience comments, analyse the image and even extract the image main colours, and much more.

This data helps you find the best fit influencer for your marketing campaign.

Here is example of report.

6. Choose the perfect social media platform for your business

Each social media platform offers a unique blend of content formats, demographics and influencers to help you accomplish your main influencer marketing strategy goals. According to Influencer Marketing Survey (Influencer Marketing Survey, 2019), the top five most strategically important social media platforms for influencer marketing are Instagram: 89%; YouTube: 70%; Facebook: 45%; Blogs: 44% and Twitter: 33%. For example (according to your strategy goals) Instagram best for increasing brand awareness, sparking engagement and showcasing your brand in a creative way; Facebook good for reaching specific audience segments and turning leads into customers; Choose YouTube for building long-term and stronger customer relationships and for showing “human face” of your brand/business; Twitter will help build authentic buzz around your brand with designated hashtags and joining trending conversations; Blogs are a great channel for promoting products that require detailed explanation and building organic search traffic over time.

7. Pick the best content formats

The next step in your influencer marketing strategy - is how to best deliver your message. According to Influencer Marketing Survey (Influencer Marketing Survey, 2019), the most effective content formats for influencer marketing are: Instagram (Instagram Post, Instagram Story, Instagram Video, IGTV); YouTube (YouTube Video, YouTube Live); Facebook (Facebook Post, Facebook Video, Facebook Live); Twitter (Twitter Post, Twitter Video), Blogs (Blog Post); LinkedIn (LinkedIn Post, LinkedIn Video, LinkedIn Pulse). But in many cases, the perfect content “mix” for influencer campaigns is only discovered through plenty of testing.

8. Analyze your results

You need to analyze the results of your influencer marketing strategy in real-time. Analyzing your results will help you understand what will work best for your brand, provides answers to all questions about what’s working and what isn’t, which areas you can improve further, and so on. By the way, you can do it easily using a Persollo analytic tools (like Post Analyzer). With our influencer marketing services, you can keep track of your campaign’s success, the performance of influencer content, engagements, and more, all in one place, automatically.

A kick-ass influencer marketing strategy helps you increase brand awareness, build authority, drive website traffic and more sales for products and services, connect with new audiences and lead new customers. And Persollo services can help with it right now!

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