If you’re serious about harnessing authentic voices to connect with target customers, integrating social media into your PR strategy is a must. But where do you begin?
Below are five steps to help create a successful influencer marketing program, drawn from StatePoint Media’s free eBook: "5 Step Guide to Creating a Successful Influencer Marketing Program."
Step 1: Set the Right Goals: You Can’t Define Success Without Them
There are two crucial things to do as you set goals. First, define what success means to you. Identify what metrics you will use to measure success. Whether you measure by brand exposure and reach, an increase in engagements and interactions, or an increase in sales – or any combination thereof – it’s important to understand what you are aiming to achieve.
Second, identify your audience. Identify what they want to know and what type of content is best suited to relay that information. Put simply: What interests them and how can your brand integrate into this content?
Step 2: Find the Right Influencers (and Followers!)
Unlike creating a target press list, when researching social influencers, you need to vet them and their followers! Finding the right influencers can make or break an influencer marketing program. It’s also hugely challenging. Here’s an overview of what to do:
- Develop a profile of your perfect influencer.
- Locate influencers by searching for blogs focusing on your topic, and search social media networks like Facebook and Twitter. Or, save time by using a service that already has lists of vetted bloggers and influencers by topic.
- Vet the influencers’ blogs. Read their posts to ensure tone and content meshes with your goals.
- Vet the influencers’ social media accounts. Make sure the influencer is posting frequently about things that matter to you and your target customers.
- Vet the influencers’ social media followers. Vet for geographic location, demographics, and quality of comments.
Step 3: Create the Right Content: It Has to Sell Twice
Your social content needs to carry your water twice – once with social influencers and again with their followers – to generate the engagements your brand needs. Here are some things to consider:
- Determine What You Are Promoting: Figure out what you are going to get your targeted social influencers to promote.
- Do a Content Audit of Your Influencers’ Content: Once you’ve identified your demographics, audit the content produced by your social influencer target list to identify what resonates with your target audience.
- Create Your Content: A good starting point is to develop 3 suggested Tweets and 1-2 Facebook posts per initiative, driving users to your content.
- Encourage Authentic Posts: Encourage social influencers to post in their own voices to make the content impactful with their followers.
Step 4: Execute, Confirm, Report… Repeat
Make yourself available to pitch, remediate and communicate with influencers as your campaign rolls out. Payments to influencers need to get processed and tax forms filed. Lastly, track and report on posts and engagements. For example, StatePoint’s Social Amplification service not only provides links to all posts generated, but also reports reach, clicks, likes, shares and comments.
Step 5: Measure Success: What Metrics Matter to You?
As with other forms of marketing, influencer marketing metrics can fit into different buckets. Measure and report on metrics that matter to you, and develop a plan to consistently gather data and regularly generate reports. You will also need to archive results so you can compare campaigns historically to see what works best.
To download StatePoint’s free eBook, "5 Step Guide to Creating a Successful Influencer Marketing Program," CLICK HERE.