INFLUENCERS… We have all heard the term and most likely have some understanding of whator who they are. Perhaps, we even hoped they‘d be a short-lived fad? But, it is time to accept they are here to stay.
YouTubers, Twitterati, bloggers and ‘Insta-famous’ celebs have muscled their way into the PR and marketing world and it is time to buckle up and hop on the bandwagon.
Haven’t thought about an influencer strategy? No worry, you are not at all alone! We understand that not everyone has the expertise and confidence to reach out to influencers.
DO YOU REALLY NEED INFLUENCERS?
In short, Yes!
With trust levels in traditional advertising at an all-time low, communications professionals are trying to build new ties with their audiences through the influencer engagement.
PLANNING YOUR STRATEGY
Like any business decision, plan it first. Ensure to include the following in your plan of attack:
It is surprising how many companies do not realize you have to pay influencers for their time. Trust us, good influencers are making the big bucks today and no, gifting is not always enough. What is your budget? Make sure to include costs for sending products, appearances, events, travel, gifting etc.
Who do you want to target and where‘re they active online? You need to have a sound understanding of your target market so that you can create a campaign tailored specifically to your audience. You need to go to them instead of expecting them to come to you.
It is incredibly essential to choose the perfect platform to target for your industry. Each social media platform has different audiences and specialities, so make sure you are engaging influencers who are popular on your most engaged platform.
Do you have a deadline or event you wish to include for your strategy? Some of the best campaigns are usually timed with special events or holidays. Build a timeline so you and your influencers know what is exactly expected and when.
Conduct a crisis analysis and look for any areas of your campaign that could lead to conflict ornegative feedback. Determine them and work on a crisis strategy to effectively manage thesethings. This could be anything from negative social media comments, influencer image damageor meme’s.
Goals and Measuring Success
What are your key objectives and what results you want the influencer campaign to achieve? Goals can be anything from monetary values, exposure, sales, online engagement etc.
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