Paid advertising and search engine optimization can be useful for getting your brand in front of your target audience. But if you want to convince people to give your brand a try, you need to gain their trust. One way to do that, whether you’re an upstart or an established business, is with an influencer marketing campaign - partnering with influential individuals to share audiences.
Maybe you’ve hesitated with influencer marketing because working with a celebrity or high-profile individual seems unrealistic or too expensive, or because you’re unsure of how you can identify the best influencers for your brand. But with The Blogger Programme, influencer marketing is much more accessible than you think. Here’s how you could work with us to execute an influencer marketing campaign that will yield the best possible results for you and your brand.
1. Brand Message
The first thing we will ask from you is to create a clear brand message. This needs to be a concise message that says who you are, the background behind the brand and what makes you different from the competition. Your aim is to get influencers to buy into your brand and want to work on an endorsement campaign - if you are excited about your brand then no doubt they will be. Once you have this, you need to work out what product or service you are wanting to shout about, and how you are going to do this.
2. Influencer Brief
Every influencer campaign you run will have different objectives, from driving traffic and sales to increasing brand awareness. It's important you make the influencers aware of what their content needs to achieve, as this will impact their tone of voice and delivery of content. Your campaign will have requirements that influencers must adhere to, such as hashtags, handles and tracking links, there might even be a competitor clause. Make sure you have a think about this so influencers don't miss the important dos and dont's of the campaign. TBP can help with this process, and can even do this whole process for you - we have a team of experts who brainstorm creative ideas for a campaign, write the influencer briefs for your brand and deal with all communication on behalf of your brand and the chosen influencers.
3. Identify Creators
Identifying the right influencers to work with can be a lengthly process when you are unsure where to start, so we take the hard work out of your hands and into ours. Deciding on the type of influencer can also be tricky and something you may want guidance on. Macro-influencers are those who have huge fanbases and large numbers of social media followers (often upwards of 100,000), which make them a valuable resource if your goal is to get your brand in front of as many people as possible. Micro-influencers are becoming a popular option with brands at the moment, as their audience may be smaller, but they’re more engaged and feel a much stronger connection to the influencer. Your budget will also determine the type of creators you work with; if you have a large budget to play with you may want to work with macro influencers, whereas if you have a smaller budget you may want to gift micro influencers.
4. Execution & ROI
The majority of influencers want the campaign to go as well as you do, because a bad campaign can be as harmful (if not more so) to the influencer’s brand as it can be to your own. With the help of TBP, we create influencer contracts to ensure the required content is met and executed. Depending on the influencer, you can pay 50% of the fee prior to the content going live, and the remaining afterwards. It is important to allow the influencers creative freedom, to interpret the brief and be creative and unique with their content. By allowing this freedom, they will see better results with their audience, and in turn, you will reap the rewards.
If you are a brand looking to work with influencers and implement influencer marketing in your next strategy, then get in touch today by emailing:
brands@thebloggerprogramme.com or alternatively sign up for a 7 day free trial.
TBP x
