Influencer marketing is becoming widely popular over recent years. In a survey carried out in 2019, 17% of surveyed companies plan to spend 50% of marketing budgets on influencers in 2020. Influencer marketing uses the social media platforms of individuals who have a substantial amount of followers to promote its image.
This marketing type can bring an immense amount of success for a company or a significant loss that can kill a brand’s image. If influencer marketing is not done correctly, your business can suffer significantly in the social media department. Our marketers at GCS Malta, are here to offer a few tips for companies who wish to jump on the influencer marketing train.
1.Outline your campaign goals.
You cannot delve into the influencer marketing industry without pre-defining your campaign goals. Campaign goals differ from one business to another; such examples are; brand awareness, website traffic, direct online sales, social media followers, app downloads, etc. Having set your goals, you can search for the best influencer that can provide the means to reach your goals. For example; if your goals are to increase social media followers, you will choose an influencer with a substantial following audience.
2. Choose the right influencer.
When selecting the right influencer for your brand, consider; reach, engagement, relevance, authenticity, content quality, content frequency, reliability, audience quality and the influencer’s values. For example; your campaign is about your packaging being environmentally friendly; however, the chosen influencer does not share the same values. Thus, they will not be able to give you the best results.
A tip on how to calculate engagement rate; add up the likes, shares and comments of 10 posts, Divide the total with the number of followers and multiply by 100.
likes + shares + comments x 100 = engagement rate
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followers
3. Don’t get caught in influencer fraud.
Alex Smetena, Instagram influencers and Marketing expert, stated that influencer fraud “shows a semblance of success, excites you with noise, but delivers no real results”. Smaller companies with fewer influencer marketing budgets carry out their campaigns with lesser-known influencers and have faces influencer fraud and massively ineffective campaigns. Avoiding such situations will lead you to success. Compare an influencer’s followership, engagement and post frequency. If following is high, but engagement is low, that is a red flag warning.
4. Realistic offers.
Be sure that what you are offering the influencer to promote, you will live up to. For example; free sunglasses to individuals who follow the company’s social media page in the first 24 hours. You need to offer the sunglasses, regardless of 10 or 10,000 individuals follow your page.
Why GCS Malta?
Influencer marketing is a new tool added to the marketing industry and should not be taken for granted. Our team of highly skilled and informed marketers at GCS Malta can handle all your needs and requests for taking onboard influencer marketing as part of your marketing strategy. Let us help you reach your goals together. Contact us now.
