You’ve heard about influencer marketing.
You’re ready to take the plunge.
You know that influencer programs involve discovering, and then engaging and building relationships with, the kind of people who your company really ought to know.
And you know that the goal of such programs is to create an alignment between your brand and influencers, an alignment that benefits you and the influencers themselves, with potentially massive returns.
But the fundamental question remains: is an influencer program right for your company?
To answer that vital question, it’s helpful to consider the following five points. As with everything, it all starts with data.
1) What makes a suitable influencer?
An influencer program uses data from the social web to identify people who:
the target audiences you hope to engage.
If you use insights from the data effectively, you can approach influencers, and forge relationships with them, with confidence.
The next step is to work with these new influencers to discover, and agree on, how your brand can complement how they engage their audiences, and how your brand can help them expand their content and output.
2) Continuous value
Once you’ve formed these new relationships with your new influencers, and earned their permission to work with them, you need to deliver constant value: help them to extend their audience leadership, and help them create better experiences for their community (your target audience). This requires four tactics:
Get these techniques right and you will achieve the most important result of any successful influencer program: the three-way-win between the influencers’ audiences, the influencers themselves, and your brand:
4) The role of technology
Remember: data should always be at the core of your decisions. Data should be behind the initial identification of influencers, the continued tracking of real-time content and engagement and the opportunities that spawn from this engagement, and finally, the measurement of effectiveness so that you know what is working and what isn’t.
The age of uploading a post and hoping for the best is long gone. The social web is now so large that only technology can measure, track and analyse all these data points – it’s important to give your brand every possible advantage.
5) When the time is right
You have something to say.
The data confirm that there is a market of consumers interested in what you have to say.
And the technology and analysis confirm who they turn to for advice: these are your influencers.
If this sounds like your brand, you’re ready for an influencer program. Follow these steps to kick-start your own program.
The latest in a series of insights from DIGIVIZER’s experts on making the social web work better for you.