The influencer marketing sector in the United States has seen its spending soar by more than 100% in the past three years. The demand for influencers and their managers is expected to rise in the future as more organizations discover the value of creator content.
More than $4 billion will be spent on influencer marketing in the United States by 2022, according to predictions.
Influencer marketing has proven to be more than a passing trend thanks to its meteoric rise.
The influencer market is expected to be worth $13.8 billion by 2021.
An industry as large and dynamic as influencer marketing demands professionalism, thoughtfulness, and competence from its management.
Influencers are brand’s darlings when it comes to reaching out to their target groups. Influencers have the reach and engagement each brand is looking for and at a lesser cost than traditional advertising.
The presence of influencer marketing is growing among small businesses in most industries, especially in the ones where unaided brand recall is low, such as in-house cleaning.
It’s no secret that influencer marketing is growing in popularity. But how does this affect businesses that provide influencer marketing services?
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1) The competition is growing: When a certain business market segment sees a niche that can be exploited, more companies are bound to jump in. That’s exactly what happened when the influencer marketing market evolved. As more marketers started to realize, influencers can be great assets when it comes to product and service promotion.
2) The need for efficiency is greater: With more businesses providing influencer marketing services, there is greater pressure to be efficient. This means that managers need to be on top of their game when it comes to reaching out to influencers and getting results.
3) There is more pressure to deliver results: Not only do managers need to be efficient, but they also need to deliver results. This means that they need to ensure that the influencers they work with are effective in promoting the products and services they’re supposed to be promoting.
4) They need to stay up-to-date with the latest trends: As with any business, those in the influencer marketing industry need to stay up-to-date with the latest trends. This way, they can identify new opportunities and keep ahead of the competition.
5) They need to be able to adapt: In order to stay efficient and relevant, those in the influencer marketing industry must be able to adapt. This means being flexible and open-minded when it comes to working with different types of influencers and adapting strategies as needed.
As a campaign manager, you’ll face a variety of challenges, from running the campaign to figuring out efficient ways to fulfill your goals. A quick look at how to improve your efficiency in your daily routines is provided in this article.
1. Streamlining Influencer Marketing Content
It is one of the most important aspects of a successful marketing campaign with influencers. Repurposing material, matching ideas with sponsors, and developing relevant content around an event are all ways to improve efficiency through content.
a. Keep an Eye on What’s Happening.
Updates and events on your content calendar should be predictable.
In the case of a product launch, for example, well-defined content activities can be organized for the month.
Also, keep an eye out for any upcoming virtual events your company has planned for the upcoming three months. Look for ways to better integrate your influencer marketing efforts into your company’s virtual event strategy.
b. Keep yourself aligned with Post Sponsors.
You must ensure that all parties involved in sponsored post material are on the same page and that you have the necessary assets. Including, but not limited to, photos, product delivery, post ideas, etc.
c. Repurposing old content.
Repurposing Influencer-Generated Content (IGC) can extend the life of a campaign and boost the return on investment from influencer marketing (similar to UGC).
Adding repurposed influencer content to your campaign should not be an afterthought. When it comes to your influencer marketing plan, you should keep it at the heart of it. The content you’ve created for influencer marketing can be reused to increase the impact of your campaign.
In other words, you can start a blog, use the content in snippets on Instagram Stories, share the main talking points on Spotify, and so on.
A sponsored post is a great way to get your content in front of a larger audience. Influencer videos can be used for Instagram and TikTok ads, for example.During the planning stages of your campaign, it is important to discuss with your key influencers how you intend to repurpose the content they have created.
Using influencer material in your marketing emails is also a good idea.
The majority of influencer connections begin on social media; however, this does not imply that the followers’ participation is limited to a few outlets. It is possible to repurpose material and send it to a new audience via email as an influencer’s marketing manager.
You can use influencers’ remarks, videos, and photographs on social media platforms instead of emailing them to your customers. As a part of this strategy, you develop a level of legitimacy between influencers and readers. Make the most of your influencer relationships at all times.
Send out advertising mailings that include permission materials from influencers.
2. Take Advantage of Influencer Marketing Automation Tools
With the help of social media automation tools, you can keep on top of your busy schedule. Your day-to-day social media activities, such as writing and editing material, can be alleviated by automation.
An influencer marketing manager’s life is made easier by online tools that allow them to schedule posts, repost old ones, and curate new ones all in one spot. You might want to look into the tools listed below for the automated component.
a. Task management application
Influencer managers collaborate with film, photography, and content teams just like project managers in IT firms. Any digital asset management (DAM) product can be used to shift jobs in a simplified manner that guarantees efficiency. Applearn, a digital adoption platform, may assist your employees in swiftly and easily utilizing new tools if they are unfamiliar.
Your campaign’s success will be heavily influenced by your ability to create and maintain a consistent brand image for your influencers.
Repurposing material, matching ideas with sponsors, and developing relevant content around an event are all ways to improve efficiency through content.
Influencers aren’t the first to employ chatbots in their marketing efforts.
Adding a chatbot to your social media platforms can help you create leads, deal with the rush of enquiries, collect audience data, and stay in touch with your followers at all times.
c. Automated Social Posting
Adopting automation technologies to ease posting is necessary to increase your daily tasks’ efficiency. Agorapulse can be used to schedule posts and reposts on social media platforms such as Instagram, Facebook, and Twitter.
3. Effectively Measure ROI Using the Correct Tools and Metrics
In order to make data-driven decisions, it’s important to identify the correct metrics to quantify the success of an advertising campaign.
The first step in influencer marketing management is to establish clear goals.Setting defined goals is the best way to ensure that your marketing efforts are focused on what is working.
With the correct tools and measurements, you can quickly implement and measure your ROI.
Establish SMART Campaign Objectives for Influencer Marketing.
In order to reach your long-term media objectives, define your most important media requirements, and set deadlines for fulfilling your yearly, quarterly, or monthly targets, you can employ SMART goals.
You should aim to accomplish the following in this situation:
Indications (e.g., gain followers from this post), For example, 500 followers or the number of likes on each of your posts can be quantifiable goals.
Keep in mind that you don’t want to set yourself up for failure by aiming for an excessively high number, such as three times your typical post engagement (Gain 500 followers within 3 weeks).
KPIs for influencer marketing should be defined and tracked.
Identifying and achieving Key Performance Indicators can help you improve the social media presence of your business and influencers. Like defining SMART goals, your KPIs should contain a set of objectives and timeframes.
Tracking and measuring these KPIs will guarantee that your campaign is successful.
Be aware of how often your sponsored post is viewed on the social media networks you utilize for influencers. It is possible to gauge brand awareness by looking at how well your brand is seen by your influencer’s audience.
As a result, complete impressions allow you to collaborate with other influencers for future campaigns by providing you with relevant information about the reach of your content among a variety of influencers.
This actual view impressions calculator can also be used to measure the effectiveness of all campaigns.
Make sure to monitor the number of new followers that you gain during an influencer marketing campaign.
A pre-campaign audit is necessary to ensure that your new followers are a result of the campaign and not an outside source.
You can also compare the number of followers your influencers had before and after the campaign to evaluate how much growth your cooperation created for them. To begin with, you can make use of this influencer analysis tool.
c. Branded/campaign hashtags
Branded hashtags may include a slogan, discount code, or phrase from a specific campaign in addition to your influencer’s name.
By focusing on your branded hashtags, your campaign’s user-generated content and reposts may be tracked.
People who engage with influencers on social media and reply to polls will be able to easily share their thoughts and opinions.
Influencer Marketing can benefit from the use of social ROI tools.
Your website’s traffic and sales should be the primary indicators of how well your marketing strategy is working, not just the number of followers you have.
In order for Google Analytics to determine when and how much a sale is worth, you must have the right eCommerce and goal monitoring set up. Once Agorapulse has been set up, either you or your influencer can post links to social media that are 100% trackable and attribution-proof.
While dark social platforms such as Facebook and Instagram tend to be more anonymous, Agorapulse’s integration with Google Analytics allows it to keep tabs on every link posted through the system, including those shared in direct conversations. Agorapulse will show you which platforms, accounts, and posts are bringing in the most income for your influencers. With Agorapulse, you can learn more about proving social ROI.
Make sure you trace all of the links that are shredded in your influencer marketing efforts with Agorapulse.
Now it’s your turn.
In 2022, corporations and influencers will work together to produce high-quality content.A manager of influencer marketing must streamline several areas of his or her work, such as the one outlined above. To do this, you’ll need to clear the path for new collaborations, reposition your influencers’ brands, and leverage growth-oriented content.
Traditional advertising methods are no longer relevant. Therefore, now is the time to collaborate with influencers and harness their networks to engage viewers. The success of both your brand and the influencers depends on a well-thought-out influencer marketing strategy.
About the Author :
Shilpa Shah is working as an associate in the marketing team of kalakar house and she likes to write on all topics related to influencer marketing.