Entrepreneurs and small business owners are constantly striving to increase their visibility among a variety of platforms to reach their target audiences. Most methods include social media, blogs, newsletters, but influencer marketing is a resource that will take your marketing strategies to the next level. Influencer marketing has been a part of society for decades, but with the rise of social media, it has become a focal point and a dynamic opportunity for entrepreneurs to increase their brands’ visibility and increase sales.
As we become more immersed in 2021, it is always important for new and experienced entrepreneurs to continue to learn and research new platforms and opportunities to help their businesses grow and succeed. “By incorporating influencer marketing into your marketing strategy, you can expand your consumer base and prove product efficacy, which will increase sales and profits,” said Isadora Lanier, founder & CEO of iConnect Agency.
Lanier is dedicated to crafting and implementing effective influencer marketing strategies that specifically target the Black consumer. Incorporating influencer marketing content strategies within your brand will take it to the next level. Isadora leverages more than 15 years of experience as an award-winning multicultural marketer in developing and executing strategic B2B marketing initiatives. She has shared 5 must-know tips in order to successfully incorporate influencer marketing for your brand’s success.
Develop the Foundation for Your Influencer Marketing Strategy
In order for any influencer marketing strategy to be successful, you have to first ask yourself what you want to achieve. “Consider the sales funnel and determine which objectives you want to accomplish, from awareness to advocacy, would best be suited for the influencers,” states Lanier. Next, determine your target market for this specific campaign. Identify not only their demographics but also their psychographics and how they could play a role in their use of your product or service.
Once you have identified what you want to achieve and with which target market, it is imperative to identify upfront the ways that you will measure and evaluate your influencer marketing campaign. Some Key Performance Indicators (KPIs) include sales, conversions, social media engagement, clicks, saves and more. These indicators should be monitored continuously throughout the campaign to allow for any modifications or adjustments.
- Identify Your Influencers
Identify those influencers that will resonate with the target that you identified in Step 1. “Utilize influencers who your target market can see in themselves or aspire to be,” says Lanier. Consider identifying a group of influencers that can promote your product or service across multiple platforms to engage as many target audiences as possible. Also important is to ensure that any influencers selected reflect your brand and its positioning. Always remember to protect your brand first.
- Set Your Influencer Requirements with Detailed Contract
Once you have identified your influencers and the platform that they will engage on, it is time to set your influencer requirements. “Make sure you set your influencer requirements upfront and detail specific tasks, requirements, scheduling, content approval process, and any other guidance in the contract,” says Lanier. Every detail is important from how an influencer describes your products in Instagram posts to the music that is used in YouTube videos. Make sure that you are able to repurpose influencer content for your brand’s social media channels and websites.
- Develop Quality Influencer Content
It is now time to collaborate with your influencer to develop and implement quality influencer content. “Ensure that the influencer content developed is hyper-product, beneficial and feature-focused,” informs Lanier. You want to make sure that the content you are sharing across all your platforms is exciting, engaging and product-focused. Incorporating these elements into your influencer marketing content will engage your target audience which will impact sales and profits.
- Monitor and Evaluate
Once the influencer campaign has kicked off, you must carefully monitor each and every requirement from your contract such as posting on social media at the scheduled times, products are listed correctly, and more. Check all of the details. “Require an “End of Project” summary from each influencer that includes information related to pre-set Key Performance Indicators,” states Lanier. Evaluate influencer performance for future campaign consideration.
These essential tips are important for all small-business owners and entrepreneurs that are ready to incorporate influencer marketing into their brand to take it to the next level! If you’re ready to increase your brand awareness and profits, contact Isadora Lanier by visiting her website at https://www.iconnectbrands.com/.
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