As many brands know, influencers are a necessary part of any consumer PR and digital marketing program and an effective way to amplify a product or services launch. However, the landscape has changed dramatically over the years and continues to shift on a regular basis.
When influencers first came on the scene, many of the relationships could be nurtured on an organic basis. Free product sampling or access to a company and its executives were enough to garner posts and establish a partnership. But, while some organic influencer content still does happen, it’s the exception and not the rule.
To best incorporate influencers into a launch strategy, it’s not only important to think about who to target but also what to spend. When budgeting, it’s imperative to set aside the right funds. That number can vary drastically depending on your goal and what mix of influencers you choose.
The good news is: it’s not always expensive as one may think. The world of influencers is vast and the term covers many different kinds. Who may be best for your launch may not always be the most expensive. There are mega influencers and micro influencers and everything in between.
It’s about finding the right influencers for your brand, the launch campaign theme and being able to adjust those influencers, and your content, based on real-time data.
Here are a few tips to get started:
- Know your goal: Understanding which channels your audience favors is crucial and will help determine what influencers you select. The content needs to be tailored to those channels and remain authentic to the influencer as well.
- Consistency is key: Tying together content with a campaign theme and appropriate hashtags helps to create a surround sound effect consumers can remember. While the content can be more fluid and customized to each influencer, it also has to have an identifiable thread piecing it all together.
- Content is king: Nail the messaging and nail the accompanying visuals. Consumers are inundated with ads and content every day – from their favorite brands and from their friends and networks. What makes your content different? How can it capture the eye and attention? Don’t overcomplicate the message or the idea.
- Not all influencers are the same: Authenticity, follower numbers, reach and engagement rates are all good benchmarks but, you often don’t know until you’re live how the campaign will perform. Be open to tweaks and be able to move quickly.
- ROI and measurement: As stated above, there are benchmarks to look at in vetting influencers, but also benchmarks for success. Whether it’s click through rates, sales or impressions, there are many data points to measure and not every campaign can be measured the same.