How Can Brands Capitalize On Influencer Marketing?

Here’s a simple, step-by-step guide to help you get your first influencer campaign off the ground:

Step 1

Set a goal.

How can you find directions if you don’t know where you want to go? Social media can be one of the most misunderstood forms of communication, IF you don’t know what you’re trying to achieve. Define a goal, or define multiple goals, and go from there.

Step 2

Research and analyze.

Ask and answer a slew of questions throughout this period. Based on your goal, who is your audience? Where do they hang out (digitally speaking)? What types of content and campaigns do they respond to best? What types of tools are your competitors utilizing? What does your budget look like for this particular influencer campaign?

Step 3

Plan, strategize, plan, strategize.

Take the data you’ve collected from Step 2, and begin constructing a blueprint for your influencer campaign. Begin to develop the content you’ll want your influencers to share, and how you’ll want them to share it. This will help transition you into Step 4.

Step 4

Discover key voices.

Find the influencers you’ll want to pitch to. It will take all of the information from Steps 1-3 to do this effectively. Depending on your casting net, remember: don’t over throw; take it slow. Suppose all of the influencers you pitch to want to participate, you probably just went way over your original budget.

Step 5

Sign and go.

Once you get your team of brand ambassadors set, take care of the legal side with parameters and contracts. Then, send each influencer their work-load.

Step 6

Measure, record, make changes.

Keep track of your influencer campaign’s impact, whether it’s through coupon codes or special URLs. Which ones are working? Which ones aren’t? What types of content do the best? Answer questions like these and revamp your campaign accordingly. There’s constant tweaking going on with social media because user behavior is always changing.

How To Hire A Social Media Content Expert

Hiring a social media content specialist can be overwhelming. With the oversaturated marketplace, how can you know you’re dealing with a real pro?

“What kind of work experience should they have?”

“Where should I be looking?”

If these questions sound familiar, this blog is for you!

Since the digital marketing space is evolving on a daily basis, it is uber-important to know your stuff before you start the hiring hunt.

Let’s talk about some ways you can improve your hiring success!

Understand the difference between digital and social content

First off, social media content is a bit different than traditional, digital marketing content. In the past, approaching digital marketing content was somewhat concrete/templated in how it should look, and what it should say.

Calls to action and “SALE” buttons were the norm in years past. But, today, in order for content to succeed socially, it needs to be less salesy and more human.

When you’re looking for a social media content expert, look for someone who’s a storyteller over someone who manages sales campaigns.

Storytellers are a better fit for producing social media content because it is an ongoing effort. Sales-only individuals usually only have the chops to push one particular campaign, rather than maintain an overall brand voice and presence.

If they have experience in both realms, definitely consider them to be a power-packed hire!

Look for the results in the right places

Numbers are great, don’t get us wrong. Nothing can replace the evidence that comes with hard data.

However, with social media, it is important to consider the human impact in addition to the hard data.

You’ll want to ask the potential hire for a handful of social media accounts that they currently produce content for. Visit the accounts and don’t just look at the content. Look at how users/followers engage with it.

A great piece of content with no engagement means the marketer is missing the connection with their target audience somewhere.

Look for potential hires whose content not only stays on-brand, but also resonates with the customers who follow the brand. A social media pro who knows how to connect with users across different brands offers a unique skill that not every content specialist can bring to the table.

Ask questions until you understand the answers

If you aren’t sure about an answer from the potential hire, ask more questions to get a clearer picture of how they can benefit your business.

Broad answers could be a red flag that the “expert” doesn’t necessarily know as much as he/she professes to.

To follow up on that, if the person you’re interested in answers “I’m not 100% on that one,” don’t rule them out. Social media changes every day. It is nearly impossible for someone to know it all day in and day out.

A good candidate will be honest, but also offer you a response that shows they know how to find a solution to the problem or question.

Social media marketing is not a one-size-fits-all industry. You need clear answers that are applicable to your brand specifically. If you try to dig deeper with questions and the answers remain generic, it’s safe to rule out that individual as a possible fit for your team.

Websites vs. Social Media: What’s the Difference?

Although reaching customers through social media was once considered a flash-in-the-pan marketing tactic, industry leaders have changed their tune and now preach a common belief: social media marketing is absolutely a necessity. However, websites are still a healthy routine for brands to maintain.

So, what’s the difference?

Both websites and social media channels are sought after for information. The difference is in the type of information consumers expect to find on each platform.

Let’s start at the heart of the matter.

  • Google’s mission:to organize the world’s information and make it universally accessible and useful.” 
  • Facebook’s mission: “give people the power to share and make the world more open and connected.”

These missions share an ideal that information and connection are powerful, but the intended audiences are very different.

Google is about the world, as a whole; it was engineered to provide information, via robots (aka, an algorithm).

Facebook is about people, as individuals, and as human beings. Facebook utilizes algorithmic testing as well, but human response and emotion are the measurements, while Google’s uses robots.

These two core beliefs are the foundation of the Internet as we know it today.

More differences:

  • Websites convey a brand’s makeup, from specific products and services to mission statements and contact pages. On the other hand, social media offers smaller pieces of a brand’s story while creating conversations with consumers.
  • Websites could be, to some degree, considered static novels, waiting to be opened. Social media channels are short stories that are compiled in real time, to identify [and distinguish] a brand’s voice, culture, and place in the market.

Perhaps the biggest difference between the two, is that social media platforms have the capacity to perform nearly every function a website can.

On the flip side, websites are not usually known for customer reviews, continued conversations, or even a warm body on the other side of the screen, so to speak. 

Maybe now the question is: what’s next? We’ll leave that one to the engineers; in the meantime, we’ll be moving steadily ahead with digital trends.