Even though sales are the ultimate goal, keep in mind that if your product or business is new and no one knows about it, you’ll want to start with brand awareness campaigns.

It is evident that entrepreneurs and companies are still not tapping into the massive growth opportunity of influencer marketing. They may be hesitant to collaborate with influencers due to perceived costs, or they may be unsure how to create a creative brief or manage an influencer marketing campaign from start to finish.

But, influencers are content creators with a built-in audience. They provide value through their content, engage with their following directly, and have built connections and trust with their audience.

What makes it a no-brainer partnership is that its audience is your target audience.

The key is to perceive it as an endorsement; The influencer is endorsing you and your brand to their audience and making a warm introduction.

Their audience will be more likely to be interested in your brand, sign up to be on your newsletter, or buy your product because it was recommended to them by someone they trust.

Take a look at these three steps that can help you create and execute a successful influencer marketing campaign to grow your business.


1. Define your meaning of success

Before you reach out to influencers, get clear on the goal of the influencer marketing campaign.

Is it to raise brand awareness and get in front of your target demographic? Is it to collect leads in order to expand your email list and invite new potential customers to your community? Or is it to drive traffic to your upcoming promotion or to increase sales for a new product you’re launching?

Even though sales are the ultimate goal, keep in mind that if your product or business is new and no one knows about it, you’ll want to start with brand awareness campaigns.

The goal here is to get in front of as many of your target audience members as possible and introduce yourself to them without them taking the call to action of signing up or purchasing.

The majority of influencer campaigns are designed to raise brand awareness. Influencers can create content that demonstrates the product in use and educates their audience on how they personally incorporate the product into their lives.

Don’t expect people to see one post and expect them to buy a product right away. Just like most advertising, people need to see products more than once to consider buying them.

2. Pay influencers for their work

Some influencers will work for free, but most of them are probably just starting out to gain experience or might not have a large audience yet.

In some cases, the influencer provides all the services as a package deal, so think about that before you offer a discount code, free product. Think of the value they’re providing with their creative content and energy, connect with your target audience, and content that you can use on your own website and social channels.

The best influencers to work with are the ones that are already a fan or customer of your brand. I recommend doing this on Instagram. There’s a place in your feed that you can find out who tagged your brand on Instagram.

Most influencers have their email address on their profile and if they don’t, send them a direct message asking for it. Use the subject “Paid Partnership Opportunity with (Company)” and give them the details of your campaign. It could be as simple as, “Hi, we love your travel content and would love to partner with you to promote our upcoming product launch of X. We’re looking for one in-feed post per week for three weeks plus stories starting around (date.) Our budget for this campaign is $500. Let us know if you’re interested and have any questions. Looking forward to partnering with you!” You can attach or include any information about the brand, product description, and any other information.

When the influencer responds, this is where communication and negotiation happens. Keep an open mind and understand that this is a partnership. Make sure to respect creative boundaries and remember that the influencer has a unique insight and connection with your target audience.

3. Provide them with a creative brief

Once an influencer accepts the assignment and agreements are signed, you’ll want to send them a creative brief that includes all the details of the campaign.

This includes the campaign objectives, content ideas and guidelines, main points for the caption, required hashtags, and possibly a mood board. The more you include in the creative brief, the less back and forth there will be during the campaign.

(Source-The Drum)

A successful influencer marketing campaign is only possible with an open mind and clear communication.

By following these steps, you can grow your business by partnering with influencers who can create engaging, branded content and have a built-in connection with your target audience.

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