Planning an influencers marketing strategy is more complex than simply having a campaign with an influencer. If you are interested in the latter, you can read more in the following articles:
- Influencer Marketing on YouTube: 6 steps for an effective campaign
- Influencer Marketing on Instagram: 7 steps for a successful campaign
- Influencer Marketing on Twitch: 8 steps to create the perfect campaign
To plan an influencers marketing strategy, it is recommended to follow these steps:
1. Research your competitors
Analyze your competitors and study how they have worked with influencers inside their marketing strategies. Understanding their tactics may help you to design a more effective strategy.
2. Classify your target audience
Segment your audience into different type of buyers that tend to consume your products or services. How old are they? Where are they from? Which gender? And education level? Do they work? Which are their interests and hobbies? Which expectations do they have on your brand? This will help you understand which influencers may be suit your audience better.
3. Set goals
What are you looking for with this strategy?
- Improve my brand's visibility
- Sell a product or service
- Increase downloads and/or installations of my game and/or app
- Gain web traffic and improve Google's organic SEO
- Grow my social media community
- Educate my target audience
- Attract leads.
It is very important to have measurable, reachable, specific, relevant and limited goals.
4. Set and assign your budget
Once you've classified your target and set your goals, it is time to decide which % of your marketing budget will be assigned to influencer marketing. It is recommended to distribute the budget throughout the year, knowing the months where you will convert better by studying your business' data, and avoid to spend your investment on the same period (unless your company needs require it), in order for your potential or regular clients to perceive your brand's pressence on social media.
5. Choose the right influencers
This is a key point inside your strategy - we recommend this article on how to choose the right influencer for my brand. Make sure that your demographics are similar to the profiles of your potential customers.
Once this is defined, you should analyze whether you are going to have the same influencers for your campaigns, if some of them will be recurrent in different months or only take part in specific promotions...
Last but no least, don't forget to sign contracts with them and provide them with a briefing with a summary of the most relevant information for the campaign, to avoid misunderstandings.
6. Measure an analyze your results
Measure and analyze your results after each campaign to evaluate success and determine wheter objetives where met or not, and if the influencers you chose are the right ones for your goals.
7. Make necessary changes
Make adjustments and changes on your influencer marketing strategy if needed, taking into account you results and current market trends. There is no better way to improve your strategy than the trial-error method, so that every campaign that you make is optimized and brings you a better ROI.
Creating an effective influencer marketing strategy may allow us to connect our target and obtain great results. For that, is it neccesary to follow a series of key steps, such as analyze your competitos, classify your target audience, set and assign your budget, choose the right influencers and analyze the results in order to determine if it is necessary to make any changes. It is important to always be aware of the market trends and the changes on our audience to continuously adapt and improve the strategy.
If you need help in this planning an influencer marketing strategy, don't hesitate to contact us! L3tcraft has more than 10 years' experience as an specialized Influencer Marketing Agency. We are here to help you create strategies, select influencers and manage campaigns! 😉