Page 25 - Strategic Marketing Complete

MARKETING ISSUES

Rules for

effective

influencer

engagement

1. Allow the influencer to tailor
the content and be unique: their
audience needs to feel like they
are viewing typical content from
the influencer.
2. Unleash their authenticity:
the most engaging content
Influencers used brand colours to delvelop work within the app. shows the influencer in real-
life situations that reflect their
lifestyle and personality.
to use the brand colours and up front, so that mandatories
develop work within the existing app. such as trackable links and pixels 3. Be collaborative: influencers
The resultant pictures are all unique, are requested at the outset. With know what content will resonate
but they clearly evoke the Pampers tracking in place, it is sensible to with their fans. Involve them at
brand. build in the opportunity to optimise the outset and work together.
creative-based KPI performance. 4. Operate “search back”:
Foresight is required to think ensure content delivers against
through all the material that There are no free passes in the search terms to invite genuine
might be required for all possible marketing world: measurement engagement and boost search
platforms, e.g. a cut-down for is crucial to understanding rankings.
Instagram or a still for Facebook. The success. What can be measured is 5. Focus on your KPIs: engage
collaborative process of generating dependent on the tools available to the influencer in your goals and
quality assets also requires building the marketer. Du Plessis illustrates KPIs and set up the tracking and
in time for reviews. It is intensive and an example of the “holy grail” of analytics so you know how they
time consuming, but if the marketer measurement, using a U.A.E. case are contributing to reaching
them.
there are no free passes 6. High quality brief: take time to
complete it well and try to make
in the marketing world: measurement your influencer feel like a valued
integral part of the process while
is crucial to understanding ensuring brand needs are met.
7. Amplify to fuel reach:
success. negotiate paid promotion of
content across influencers’ social
media channels and ensure the
secures the correct permissions and study for Downy Unstopables, a brand has rights to promote and
usage rights, they then have access laundry scent booster. Measures amplify the content on brand-
to a large body of user-generated of unduplicated reach, word of owned platforms.
content that can be cost-effectively mouth score and purchase intent 8. Think scale: discuss available
repurposed. were tracked and demonstrated a options with your influencer.
veritable tidal wave effect from the Opt for those who have a strong
Amplification and measurement influencer content that was tracked. presence across various social
Amplification is important too; channels.
the days of organic growth in the Influencer marketing is an effective 9. Be transparent: ensure your
digital world are over. Du Plessis way to reach consumers and grow influencer is transparent and
recommends adding paid support, brands, provided it is approached clearly indicates when content is
tapping into the body of work that with care and commitment. sponsored.
has been created. How the campaign
will be tracked should be resolved

Strategic Marketing - p23