‘Tactics before goals’ is a marketing horror story in three words; it’s also a surprisingly common mistake in the industry. But before you shake your head in derision, consider the plethora of platforms, channels, tactics and audiences modern marketers are expected to cater to. With each seeming as vital and valuable as the other, the urge to get up and running as quickly as possible can be overwhelming.
But in case you need it – here’s your opportunity to take a pause, conduct a SWOT analysis, and reset before you go awry.
Influencer marketing, the newest – and arguably trendiest – kid on the block, is a must for most consumer brands, but an aura of mystery has surrounded it for too long, with the emphasis being on its soft-sell value rather than the quantifiable results that it can offer. The ROI of influencer marketing can and absolutely should be measurable – but the first step is knowing what exactly you want to achieve and determining your influencer marketing goals.
Brand Awareness
First up, we have top of funnel brand awareness objectives. An ideal place to start for beginners dipping their toe in influencer waters but in today’s competitive marketplace, every bit as effective for household brands.
If you’re looking to increase brand awareness with your influencer activations then you’ll be ready to settle in for the long haul; making sure your brand is top of mind for consumers is not something that can be achieved overnight but the long term pay-off will more than cover the time invested. Similarly, be prepared for the fact that brand awareness campaigns won’t net immediate financial rewards. Instead, you are investing in next month’s consumers or even next year’s, ensuring that when the time comes, you are the last brand they saw and the first one they think of.
Lead Generation
Moving further down the funnel, influencer marketing can be an excellent way to net new leads for your business. Certainly one of the easiest objectives to measure, your outcome will rely on how engaged your influencer roster’s audiences are rather than how big, though this is of course always a balancing act. Look to micro and mid-tier influencers to achieve the reach you’ll want with the engagement levels you’ll need.
To execute on this you’ll need to be prepared to offer a compelling incentive for influencers to pass onto their followers, so think carefully about what value you can afford to give away and what will get your target audience interested. And remember, even MQLs need nurturing and these will likely be much higher up in the funnel. Take your time, treat your leads well, and lead-led campaigns will pay dividends.
Audience Expansion or Diversification
Influencer marketing should be your go-to marketing channel when you’re looking to expand or diversify your customer base to include fresh audiences. As a new name to these prospects, their trust in you will be nil so espousing your brand’s benefits will not garner you the outcome you hope for, or even are used to seeing in established markets.
People trust people and our research has shown that almost half (49%) of consumers trust an influencer’s opinion more than a brand’s pitch. By pursuing this goal for your influencer activations, you are empowering the influencer to be your brand ambassador, so be prepared to trust that they know the best way to go about that.
Influencer marketing is a widely applicable tool, and one that can net you a range of rewards, but try to tackle them all in a single activation and you’ll find your message is muddled and your audience unconvinced. Be clear on your influencer marketing goals and align your tactics accordingly – the results will speak for themselves.
Click here to read more about the importance of cultural sensitivity for a retail brand.
Author info
Holly Morran
As Cure Media’s Marketing Manager for the UK, Holly is relieved to finally have an excuse for how much time she spends on Instagram. When she isn’t glued to her favourite influencers’ feeds, Holly is an enthusiastic patron of the London brunch scene and a lover of all things theatre.
