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The 4 steps to building an Influencer Marketing Program for your brand (Part 1)

One of the biggest trends currently in content marketing is Influencer Marketing. People are easier to be persuaded and convinced by people rather than trusting brands or advertisers that usually have one common aim: to sell directly. Today’s consumers are craving more authenticity and honestly and that is where social influencers can help brands to create this connection with the targeted audiences.

Influencer marketing is the process of identifying, researching, engaging, supporting and activating the people who influence your customers at every stage of the buyer’s journey. What is most important is to create a lasting relationship that will impact critical business objectives and is going to be a useful too for organizations to communicate with customers in purposeful ways.
 

In this blog, I will be using resources from the leading influencer management platform Traackr to talk about how to design an influencer marketing program for your company.
 

“You can control what you say in an ad, sales meeting or company memo, but when people connect peer-to-peer, you lose direct control of what is said and done.” Mark Bonchek, CEO of Shift Thinking, Speaker, Author

Why do you need an Influencer Marketing Program?

The reason you want to design an Influencer Marketing program is because it can deliver amazing benefits to an organization or a brand. A strategic influencer-marketing program will encourage your organization to align its investment with the activities that drive the greatest impact on business objectives. Also, this highly strategic marketing program will help your company to:

  • Promote messages
  • Expand brand awareness
  • Improve brand advocacy
  • Reach new targeted audiences
  • Improve sales conversion
  • Increase share of voice
  • Manage reputation
  • Drive lead generation
  • Accelerate digital transformation
  • Improve customer satisfaction
  • Improve employee’s influence

How to design an Influencer Marketing Program?

Designing a powerful and successful influencer marketing program starts with your business strategy and goals of implementing influencer-marketing program in your company. Defining what you are trying to accomplish you will be able to authentically leverage influencer relations to achieve specific outcomes and communicate results in business terms. There are four main steps you will need to follow to design a successful influencer marketing strategy/program:

1. PLAN - Articulate your strategy and set goals aligned to your business objectives

First step is to understand what are your business goals and ask these questions:

  • What are you trying to accomplish?
  • Who do you want to be talking about your brand, company and why?
  • What are the overarching themes your marketing leaders have set for the year?
  • What current situation do you want to change and what will be the result if you succeed?

While you are setting your business goals you should always have an end goal in mind and be thinking of how to drive your desired marketing outcomes. For example, if your goal is to increase your share of a specific market by 20%, you can then map this goal to desired influencer marketing outcomes. And if, for example, one of your marketing objectives is to increase the number of product or brand mentions, you have to know what indicators you will use to see if you are having an impact on the goal and marketing objective to measure the progress.

2. DISCOVER the right influencers and build your network

Finding the right influencers for your brand can be quite challenging. First, you need to think about what you already know, which is your brand story and how your product or service addresses your customer’s pain points. A great place to start looking for influencers is where your brand’s story and your customer’s needs are overlapping.

Create influencer discovery framework:

  • Name one core element of your brand
  • Describe several customer interests, pain points or desires
  • Identify themes at the intersection
  • Find the influencers who lead those conversations

Gather your influencer data:

  • Manage data by collecting all influencer lists across your organization
  • Review the profiles of your influencers to establish which archetype they fit (celebrity, micro influencers, magic middle, media etc.)
  • Review their content to find out which lists they are featured on and which groups they are a part of

We have covered the first two stages of building an Influencer Marketing Program. Here is a follow up blog (Part 2) that covers steps 3 and 4 about influencer engagement and measuring your program’s progress and impact on business result.

About the author:
Always being surrounded by music, words and the latest trends, Eliza is currently blogging, writing songs and keeping an eye on the new emerging talents in the music industry. Based in London, the culture capital of the world, she explores influencer marketing, various music genres and cultures that reflect in her own work. To be featured on the blog please contact: info@iameliza.com

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