Digital marketing experts share how to get the most out of an influencer marketing campaign.
As influencer marketing has evolved from simply finding the influencer with the widest reach to identifying the one specific influencer within a sea of influencers that is the exact right fit, how is a brand to know which influencer is right? And what comes next?
Here are 15 tips from digital marketing experts on how to get the most out of an influencer marketing campaign.
1. Think About The Audience Your Brand Is Trying To Reach
Eric Brown, vice president of communications at social network engagement company Lithium Technologies, which acquired online expertise management firm Klout last year, calls it “old hat marketing,” but said brands have to first think about their target and how they are going to engage it.
Katie Paterson, digital marketing director of influencer marketing platform Traackr, agrees it helps to first understand who is buying a brand’s products.
“The more you understand the buyer, the more you are able to dissect who is influencing them,” Paterson said.
And, for her part, digital industry consultant Hollis Thomases notes an influencer is only as valuable as his or her audience and no marketer can scale an influencer, which can sometimes be a deterrent to marketers who want assurance of scale. Influencer marketing is a powerful and effective way to conduct marketing, but it has some limitations, she said.
