How to Maximize Your Investment With Influencers
Influencer marketing has been proven to have 11x the ROI of any other digital marketing channel, but that doesn’t make it an inexpensive investment. With single posts running anywhere from a few hundred dollars to a few thousand dollars, finding the right influencer to tell your story is as crucial as defining a mutually beneficial partnership. Here are a few tips for making the most of your marketing dollars:
Don’t Treat Influencer Content Like It’s in a Silo
I can’t even tell you how many times I’ve done brand collabs and when the post is finally live, there are crickets from the partner. What is up with that? Not only will I be left wondering if they hated my article or if they even saw it, but why they didn’t at least like it to help spread the word. Any likes and comments are a signal to the algorithm that the article is popular so why not give it an extra little boost that takes literally two seconds? Sure, you’re paying to reach the influencer’s audience, but you should still like, share and regram their posts to maximize your reach as much as possible.
Share Their Content on Your Own Channels
You hired this influencer because they have a complimentary audience to yours. This means your own audience should be interested in the content they create, too. Even though you’re trying to reach a new demographic or geographical area, locals have a certain sense of hometown pride and love hearing experts dote on their city. No one is more passionate about an area than the locals, which translates to likes and shares.
Create a Mini Marketing Plan
Just like any piece of content you create, you can’t just push it out once and hope it goes viral. To have maximum impact, you should share each story after 24 hours, 48 hours, one week, and one month to extend its shelf life. The same goes for influencer content. Maximize your investment by rescheduling promotion. You can use kitschy words like “Throwback Thursday” or “Flashback Friday” to keep it fresh and timely.
Invest in Integrated Campaigns, Not One-Off Posts
Oh good old purchase intent. Influencer marketing is a top of funnel play, which means it’s great for brand awareness and planting a seed, but you’re not necessarily reaching qualified buyers or anyone remotely ready to make a decision if it’s the first time they’re hearing about your company. This is why you have to stay on them. By reaching potential customers on multiple channels and with multiple messages, you’re greatly increasing your ROI by activating multiple touch points.