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.
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.”
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:
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:
Output Metrics (proxy to business outcomes) valid outputs can be trackable, quantified and have to be correlated to your outcome metrics.
Outcome Metrics (impact on business results)
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: firstname.lastname@example.org
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