You hired your first influencer and received a draft of your first promotion, a review of your product for your social media followers.
This is “Part 7” of my influencer marketing series. I covered what it is, why it is used, set relevant goals, selected the right channels, reached out to influencers, and convinced those influencers to promote your product.
In this post, I’ll go into how you can analyze and leverage the work of your influencers.
Before you move on to the influencer’s first promotion, make sure the basics are covered.
- Has the influencer tagged your company or referred to your URLs? Here, lack of information is usually the main reason not to use your landing page url or to properly tag the brand. This can almost always be fixed.
- Is the influencer’s rating correct? Everyone loves glowing reviews, but they need to be grounded in reality. Be wary of outrageous claims and false advertising that may attract the attention of the US Federal Trade Commission or other governing bodies. Factual, positive reviews are what you need.
- Did the influencer miss an important part of the project? Mistakes happen, but you have a valid reason to request a revision if, for example, you agreed to purchase an Instagram story and a static image post was delivered instead. But an influencer who gives an honest review that you disagree with is not a reason to request a review.
Traders sometimes use influencers to increase awareness and demand. This type of forced marketing is often part of a larger campaign involving multiple types of influencers, retargeting social ads, and drip email campaigns.
In this scenario, an overall strategy could:
- Keep an authoritative YouTube influencer to create a long instructional video.
- Break down segments of this video into Instagram stories posted by keen influencers with a brief introduction on how useful the product or service appears to be.
- Embed the original YouTube video in a series of relevant blog posts that also link to your brand, which helps with organic search rankings on Google and YouTube.
- Use peer-level influencers of target buyer personas to tweet links to the blog posts and Instagram stories.
- Place an email capture form on your landing page to insert into an email drip campaign that intersperses product content with influencer testimonials.
- Use the best social influencer posts on Twitter and Facebook ads and target potential customers who have visited the site but haven’t bought.
Inevitably you will need more campaigns, but the question is, are you using the same influencers? Solve the dilemma with a decision matrix.
Unique product. Are you looking for new reviews of the same product? There are benefits to using the same influencer on a new (but related) product as long as the ideal audience is represented. An example is an influencer who rates lipstick in the first review and mascara in the second. It builds brand affinity.
Unique with change. Perhaps you are looking for reviews of the same product that has been updated. The best influencers for this scenario are those who gave a neutral to unfavorable rating, and you then added their suggestions to the new iteration. There are no bigger advocates than those who feel the brand has listened to their feedback. In this case, use the same influencer.
Used. Will the product be purchased frequently (e.g. consumables such as food, beverages, and cosmetics)? The more habitual the product, the greater the benefit from using the same influencers for branding.
Ideal audience. Consider reusing the original influencer when it reaches your target audience, especially if you can get a price cut. However, only work with influencers who can improve your chances of success.
Repetition advantage. Some products and services are complex and involve multiple touchpoints of a prospect to complete the sale. This is usually industry-specific. If you’re selling a complicated article or running a large amount of retargeting ads, chances are you have a repeat advantage, which means using the same influencers is likely to be helpful.
New discovery. This is related to your ideal audience. Perhaps at some point you will find that there are more and better buyer-persona matches in the available pool of influencers. This requires an awareness of the developing market for your product or service. If the pool of influencers is targeting roughly the same persona, there is little benefit to switching. But when alternative influencers reach out to new, promising personalities, change it.