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Getting started with influencer marketing

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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:

  • align themselves with,
  • regularly talk in a context with,
  • and gain high engagement with

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:

  • enablement
  • empowerment
  • continuous touch
  • caring about their goals

3) Win-Win-Win

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:

  • the influencers’ audiences benefit from the programs’ injection of fresh and engaging content. This is crucial. At the end of the day, if they don’t like what’s being produced, the program collapses
  • for the influencers themselves, having access to sources of great content (supported by you) gives them an edge over their competitors, and helps them pull ahead in the all-important influencer stakes
  • finally, your brand is now in front of your target audience, with the implicit (but still-independent) support of the influencers. These earned media models strike that balance between control over content and the all-important emphasis on authenticity

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.

Want to know more? Click here, email [email protected] or phone us on +61 404 432 700.

Emma Lo Russo: Emma is CEO and co-founder of DIGIVIZER.