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The 4 steps to building an Influencer Marketing Program for your brand (Part 2)

This is the part two of The 4 steps to building an Influencer Marketing Program for your brand. I have covered first two steps in my previous blog (Part 1) where you can read all about how to plan your influencer marketing strategy, set goals and discover the right influencers for your program. Now, let’s look at the last two steps of the process.

Seth Godin, American author, entrepreneur, marketer, and public speaker: “People do not buy goods & services. They buy relations, stories & magic.”

3. ENGAGE - Master influencer engagement and lay the foundation for always-on influencer relations

Making personal and meaningful connections is a way influencers become aware of your brand. Engaging with your influencers is the most human part of influencer marketing and you need to think of your influencers as your potential customers.

  • Identify the right conversations to be part of
  • Listen and monitor social media channels to find the relevant influencers and thought leaders
  • Consolidate influencer data managed in spreadsheets across agencies and teams

Developing a relationship with your influencers that lasts is critical and, therefore, it requires constant care and attention. Always keep in mind the big picture that will help you to see the long-term results.

Mark W. Schaefer, Executive Director at Schaefer Marketing Solutions and Author of Return on Influence: “I think it boils down to this: “Don’t pitch people. Befriend them.”

  • Become familiar with influencers content
  • Engage with them by commenting on their social media posts
  • Participate in non-work related conversations
  • Make yourself known by connecting with them about your shared personal interests
  • Create an engagement strategy that aligns your marketing needs with influencer strengths
  • Curate and share their content      
  • Interview your influencers or invite them to meet your team
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4. MEASURE your program’s progress and impact on business results

Influencer marketing is a transformational approach and, therefore, you will need to measure and asses the success of this program. To demonstrate the ROI of influencer marketing you will need to:

  • Set a baseline for impact using industry benchmarks
  • Implement the means to collect KPIs
  • Measure of each influencer per initiative
  • Measure performance across the program
  • Derive insights and key learnings
  • Incorporate key learnings into strategy, execution or metrics to improve future performance

To analyze strategic touch points for further developing relationships with influencers it is important to report success for both short-term campaigns and long term programs. Remember to always measure these three components: inputs, outputs and outcomes when creating the measurement framework:

Input Metrics (influencer marketing activities) are what your team undertakes in order to generate outputs and outcomes. These can include:

  • Number of influencers engaged online
  • Number of face-to-face meetings with influencers
  • Number of influencers featured in brand’s content
  • Number of guest posts on brand’s blog
  • Number of collaborative content pieces created

Output Metrics (proxy to business outcomes) valid outputs can be trackable, quantified and have to be correlated to your outcome metrics.

  • Influencer mentions of campaign
  • Influencer shares of campaigns, related assets
  • Brand mentions from target influencers
  • Engagement from target influencers
  • Share of voice among target influencers
  • Number of target influencers in each stage of your relationship funnel

Outcome Metrics (impact on business results)

  • Overall improvement of brand recognition from an influencer campaign or program
  • Overall marketing qualified leads (MQLs) generated from your influencer program
  • Opportunities created from an influencer campaign or program
  • Revenue generated from an influencer campaign or program

Use all of these steps including the Part 1 blog post to design your own authentic Influencer Marketing program, grow your business and drive quality traffic generating more leads. Remember that the key to successful influencer marketing program is to understand what is the most important for your company at the present time, work together to build long-lasting relationships with your influencers using content and collaborations and become a strong customer centric human-focused organization.

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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