Although companies can use plenty of different tools and platforms that will help them in managing and scaling their influencer marketing campaigns, they also need to be aware of certain strategies that were very effective in the past, and they still are today.
In fact, some of the old-school strategies and tools can actually mitigate some of the common mistakes of influencer marketing campaigns, and provide companies with better results.
Employees
A great way for companies to figure out which influencers they should be working with is to ask their employees who they tend to find value from online.
Generally, most companies tend to identify influencers that are relevant for their marketing campaigns based on the number of followers they have, engagement rates, their location, and the type of content that they create.
However, companies can learn from their employees to make better decisions.
Many passionate employees tend to work for businesses in roles that they’re already passionate about, which means they’re likely to follow social media influencers that are relevant to the company’s own industry.
This way, companies can have an easier time figuring out which influencers are going to be relevant for a marketing campaign, and have an easier time creating those campaigns.
Communication
The best way for companies to generate positive results from their influencer marketing campaigns is through communication, which is available to everyone.
Whenever an influencer partners with a business, or an agency to work on a marketing campaign, they need to understand the goals of that campaign.
This is the best way for the influencer to figure out what set of deliverables they need to create so they can achieve that goal for the campaign and the business.
For instance, if a company creates a campaign where the goal is to get more people to download an app, or sign up and start using it, for an influencer that generally does a lot more brand awareness and educational content compared to conversions, it’s best to skip that project, instead of joining the campaign and not meeting the companies expectations.
That’s why it’s important for companies to provide the influencers they’re working with all the information they might need about timing, expectations, goals, exclusivity, as well as the creative vision that the company has about the campaign.
Authenticity
Companies shouldn’t have to rely on one single tool to generate more success in their influencer marketing campaigns.
In fact, the key to the success of influencer marketing campaigns is developing and building positive relationships, which can be easily achieved without using very complicated tools.
Although from the start of the pandemic zoom and email have become increasingly popular in terms of building relationships that are based on trust, nothing is going to be better than face-to-face conversations.
That’s why the key to creating successful influencer marketing campaigns, as well as partnerships with those influencers is authenticity.
Whenever an influencer gets to meet the business and the employees that work for that business, communicate about the brand or its solutions, and exchange ideas, and even get feedback about different campaigns, there’s going to be an additional level of authenticity and trust that can’t be replaced with technology.
