No marketing strategy can succeed unless you actively plan and target your audience. When creating an influencer marketing campaign, you need to be very creative. You cannot find runaway success by simply giving out free stuff to anybody who asks. Even worse, you are doomed if you think that leveraging your friends and acquaintances will put a dent in your marketing objectives.
A crucial part of influencer marketing is setting goals. How do you set goals for your influencer marketing campaign? More importantly, how can you tell which objectives will boost your marketing campaign? Well, there are several prerequisites that you should consider.
In this section of blog we discuss all that you need to know about how to create influencer marketing goals?
Know Your Audience
Your marketing campaign will only succeed if you find the right people to target. When you dial in your target audience, you can pick the correct tools and influencers for your campaign. How do you decide who your target audience is?
Firstly, you need to decide their demographic. These are qualities such as gender, age, marital status, level of education, income, and location, to mention a few.
Secondly, try to narrow down to the factors that make the audience want your products. Now, their personality starts to take centre stage. What are the interests of your target audience? Do they like fashion, healthy foods, gadgets, esports, or something else? There is little point in trying to market to an audience disinterested in your products.
Thirdly, consider the audience’s stage in life. Are you looking for high school students, college students, graduating seniors, home buyers, or new moms? At every level, try to be very specific. If you are ambiguous, your marketing efforts will lack direction and ultimately be ineffectual.
Lastly, narrow it down to the behaviours of your target audience. Here you need to answer questions like: What type of products can they buy? Which websites do they like to frequent? What is their preferred shopping location?
After you determine these factors for your audience, you can identify who influences their buying decisions.
Goal setting is key for successful influencer marketing
Goal-setting is one of the primary aspects of a successful influencer marketing campaign. Only goal-oriented influencer marketing strategies with a strong focus on business objectives can incur the best outcomes. It is imperative that an influencer marketing campaign should target one or maybe a couple of goals to achieve success. Goal setting is an integral feature of a successful Influencer marketing campaign. Focussing on too many goals in a single campaign can only lead to confusion and failure.
Structure a successful influencer marketing campaign
Influencer marketing is extremely effective. But its success lies heavily on a well-structured, top-notch, and goal-oriented strategy. To develop a successful influencer marketing strategy, it is essential to plan, create and focus on specific goals.
Understanding ways to create successful influencer marketing goals
Planning specific objectives and goal-setting is one of the most vital parts of a successful influencer marketing campaign. Hence it is important to clearly define your influencer marketing goals to ensure that your campaign delivers outstanding results.
Key influencer marketing goals include:
- Boosting brand awareness
- Boosting Audience base
- Boosting engagements
- Increasing Clicks and leads to the website
- Boosting sales of products and services
- Enhancing business reputation
How to create Influencer Marketing Goals?
The following is an inexhaustive list of influencer marketing goals that you could have.
Few strategies to consider for creating successful influencer marketing goals include;
1. Focus on brand awareness
One of the most important goals that a brand should be aware of is to increase brand awareness. You can get an increase in engagements only if online visitors recognise your brand.
People will convert into your loyal customers when they begin to identify with the brand. To find the reach and the audience of an influencer, you can leverage influencer marketing platforms. Skilled Influencers can motivate followers to share your branded content by making use of pertinent and apposite hashtags.
Influencers need to feature your brand’s products or services in their personal posts and product reviews. The product reviews in which the influencer shares his experience regarding your product must not sound assertive or brash.
Influencers need to familiarise their brand with their audiences by talking about it and mentioning it discreetly in their posts. It is important that they express their affinity and preference for your brand. But it is important to ascertain that the influencer you work with should have an audience you intend to target
Hosting contests and giveaways is a great way to increase brand exposure as it will expose your brand to a new audience that can eventually be potential customers. Also, it helps to engage a large audience.
2. Focus on Boosting Traffic
Increasing website traffic is a significant influencer marketing goal. However, the main focus should be on building traffic that is relevant and which can eventually lead to conversions. Influencers need to write blog posts that will feature your brand. Ensure that influencers include links back to your website on their posts. This can engage the crowd, boost visibility among the audience, and drive multifarious traffic to the website manifold.
Writing guest posts and creating appealing content engages readers, and thus it will drive great traffic and increase the customer base. Collaborating with influencers to create high-quality, sponsored social media content boosts traffic.
3. Increasing Audience Base
One of the surefire ways to increase sales is to increase the number of people following your brand. Audience building involves building your follower count on social media channels. As you increase the number of people who follow your brand, more people will see your marketing activities. Your conversion rates will also improve organically.
Engaging an influencer is one of the best ways to change or build up your customer base. It takes more effort to make the influencer understand why your brand is suitable for their audience. Most influencers are protective about who they allow accessing their audience. However, once you get the influencer sold on why they should market for you, a whole new market opens up.
4. Focus on Generating Leads and Convert into Sales
To create these significant influencer marketing goals, influencers employ effective techniques such as shoutouts. Collective shoutouts on a popular social platform such as Instagram are an effective way to achieve this primary goal. You need to focus on varied strategies that can generate leads and give conversions.
Also, make use of affiliate marketing along with discount codes. This can encourage online visitors to make a purchase. Provide your influencer with affiliate links. This will help to track sales that are promoted by them. Thus, influencers will get motivated by the commissions that are offered for every unit of sale driven by them.
5. Focus on Increasing social followers and engagement
These influencer marketing goals are extremely important. Connecting with your influencers and developing strong bonds with them can eventually help to increase social follower count and engagement. But, it is not enough to have a large number of followers. It is crucial that they engage with your content.
Thus, interesting, relevant, and engaging content will only help you to connect with the target audience. Most of the reputed marketers consider engagement to be one of the most crucial performance indicators of a successful influencer marketing campaign.
Also, a successful takeover wherein an influencer takes over your social media profile for a short span of time will help you meet influencer marketing goals.
Brand ambassador programs can also help to drive more followers to your website and increase engagement. Popular brand ambassadors become the face of your brand, and thus, they provide excellent support to help you realise your influencer marketing goal.
6. Focus on Building reputation
Every brand aspires to build and strengthen its brand image and earn a good reputation among potential customers. Consumers generally are influenced by their peers, friends, or their favourite influencers. Thus, it is essential for brands to build a good rapport with influencers and win their trust. It is then that the influencers will help you build a target audience and drive people into becoming steadfast customers of your brand.
Hence, your influencer marketing goal of building a reputation can be achieved by bonding with influencers and making their audience feel valued. Host an event for influencers to appreciate their endeavours and make them feel important. This will help you make a good connection with them.
Tips for developing a successful influencer marketing campaign
1. Determine your ultimate goal
To develop an influencer marketing strategy effectively, it is crucial to know what exactly you want to achieve. Draw the list of goals you intend to accomplish. Visualise the outcomes you strive to achieve. This can include increasing brand awareness or enhancing sales, or increasing engagement. A concise focus on goals will help to build a successful working strategy.
2. Review the market
Meaningful and keen observations are instrumental in creating a successful campaign. This is the best way to get an idea of competitors’ marketing tactics. Get a grasp of the competitors’ influencer marketing emphasis and approach. For example, whom they hire, or on what they are emphasising, etc. By observing the market, you are able to update your existing plan and ensure it fulfils every goal.
3. Choose an appropriate influencer
After outlining the basic plan, it is important to contact a good influencer. Choose a suitable influencer by monitoring their content, videos, and posts. Review their expertise to engage their followers and build new ones. Compare keeping in mind your specific criteria. Narrow down your list of potential influencers and collaborate with the best-suited influencer.
4. Set the budget
Establish the approximate amount of money you intend to put into your campaign. It is equally important to estimate the time frame of the marketing campaign, the amount of content that will be produced, and its quality.
5. Track influencer marketing campaign
It is important to layout a feasible plan, put it into action, and keep an eye on the way it functions. You can always modify your marketing campaign by using various analytics tools to get the best results.
Few factors influencing the success of influencer marketing campaign
- Identifying Goals
- Mapping your Budget
- Size of Audience
- Choosing an appropriate influencer for example, whether to select a micro or macro influencer
Influencer marketing is a time-tested way for businesses to increase their brand awareness and sales. However, they are only successful if they have concise goals to be met by the end of the campaign. You cannot even choose the right type of influencer marketing if you don’t set goals from the beginning. Know the benefits of influencer marketing.
Creating precise influencer marketing goals is fundamental to a successful influencer marketing campaign. The importance of creating a specific goal-setting for any full-fledged influencer marketing campaign cannot be undermined. Well-structured and planned strategies will enable you to formulate objectives and realise specific goals. This will eventually make your influencer marketing campaign a roaring success.