Five Keys to Improving Your Influencer Marketing Campaign-

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Back in the late 90s/early 2000s, blogging was a niche hobby that only early-adopting teenagers — and what some viewed as Zuckerberg-esque ‘geeks’ — indulged in. It was a sort of secretive, unexplored part of the web that allowed introverted people to express their personalities and forge new relationships with likeminded people across the globe on platforms such as Livejournal and Blogger.

Fast-forward a few years, and the blogosphere was becoming a Thing: a more widely-used, socially acceptable way of expressing (among other things) personal style and creativity. Fashion blogs, and then Youtube channels, gave people a platform to become ‘influencers’ in their own right, removing the omnipresent layer of brand partnerships and advertising that consumers were so used to in fashion magazines.

People would follow girls just like them to find out what they were wearing, where they were buying it, and how they were styling it; safe in the knowledge that they were engaging in a completely authentic, two-way relationship.

It wasn’t long before brands started realising the potential of these ‘influencers’, and the landscape started shifting. We began to see more and more gifted products appearing in videos or blog posts, as brands and beauty companies raced to reach these audiences who were so invested in what bloggers were saying.

It’s not an influencer marketing strategy to identify a popular blogger, and send her freebies in the hope that you’ll be featured on her blog.

Keep in mind the following five keys for improving your influencer marketing campaigns, and watch your brand not just meet but exceed your influencer marketing goals.

1. Define your goals & target audience

CLICK HERE TO KNOW MORE ABOUT- What do you need to become an influencer?

Set Goals

If your goal is to increase brand awareness, reach or engagement you should measure the impressions, likes, comments and shares to give you an idea of the number of people who have seen and engaged with your content.

If your goal is lead generation, influencers can be asked to share the link to your brand, product or service. Based on the number of leads generated from their link, you can find out the cost per lead and calculate your ROI.

Similarly, if your goal is to generate revenue, you can create custom affiliate links for each influencer, enabling you to easily keep track of purchases made through each link. From this, you’ll be able to calculate the cost per acquisition and determine the ROI of your campaign. Using custom affiliate links also enables you to see the value generated from each influencer.

Define a Target Audience

Strategising your campaign will be much easier once you have a clear idea of who you’re targeting, so it’s important to take lots of factors into consideration when developing your target audience.

You should think about their age, demographics, interests, locations, and more, to help you make sure that your campaign reaches the right people. It will also make your job of finding the right influencer for your brand easier as you can search for influencers whose followers have similar interests to your target audience.

2. Thoroughly research your influencers

Fake influencers buy followers, likes and comments to inflate their follower count and engagement, in order to attract brands who will pay them for ineffective sponsored content. Partnering with such influencers can result in a loss for your brand because there’s no ‘real’ audience to engage with.

Be sure to carry out thorough background research on influencers and their social media profiles before working with them, in order to minimise your losses. You can easily check their average engagements per post and use this to calculate their engagement rate. It’s also worth checking to see if they’ve worked with any recognised or reputable brands in the past, an engagement rate of more than 2.7% is good.

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3. Choose quality over quantity

You should choose to partner with influencers who can truly have an impact on the audience you’re targeting. When selecting influencers to work with, it shouldn’t be about ‘who has the largest following’ — go for influencers with highly engaged audiences as these are the influencers who really have an impact on their followers.

Choosing quality over quantity also goes for how many influencers you want to engage with and promote your brand. You’re much better off working with a few influencers with highly engaged audiences whose interests are aligned with your brand, than 10 or 20 influencers who have little affinity to your brand and whose audiences are not highly engaged.

4. Don’t be afraid to give up some control

Brands should recognise that the influencers they work with will have a better understanding of what resonates well with their followers, and so allowing them to exercise creativity in how they approach the brief is key to their content being authentic.

Brands should, of course, maintain oversight of influencer campaigns to ensure all applicable regulations are followed but should avoid micromanaging influencers and encourage them to work creatively.

5. Build long-term influencer relationships

Long-term influencer relationships are beneficial to both parties. As a brand, it means that the influencer is more invested in you and can be trusted to produce high-quality and authentic content. For influencers, long-term brand relationships show that the brand they are collaborating with trusts them completely, and opens up new collaboration opportunities.

Try to think about how you could work with an influencer in the long-term and how they could help explore new avenues such as account takeovers, brand ambassadorships or product collaborations. By aligning your brand with select influencers for the long-term, you’re more likely to tap into their influencing power.

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Kudosware is a tech consulting firm. After 5 years in the industry, we decided to alter direction and now we share our passion by helping others.

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