Influencer Marketing

8 Tips to Devise a Successful Influencer Marketing Campaign

There is a famous quote by marketing Guru, Philip Kotler, “It is no longer enough to satisfy your customers. You must delight them.” And, influencers have mastered the art of doing so.As per stats, 80% of customers have made a purchase after seeing an influencer recommendation, which has propelled businesses…

By Japsimran Kaur
December 21, 2022

What is Influencer Marketing?

Influencer Marketing is a practice that leverages the clout of people who have established a successful personal brand for themselves, predominantly on social media platforms. They are looked up to by their community and have a loyal follower base. Influencers have the ability to direct their follower's attention towards a particular brand and drive their purchase decision in a subtle manner. Their target audience both relates to them and aspires to be like them. There are numerous benefits of running an influencer marketing campaign, such as:

Influencer marketing exposes your brand to a wide set of audience.
It ensures accurate framing of your brand’s perception.
Influencer marketing yields a higher conversion rate.
Influencer collaborations offer long-term benefits by generating brand credibility and trust.

8 Tips to devise a Successful Influencer Marketing Campaign

Influencer Marketing is an amazing technique that aims to enhance your brand’s name in a creative manner, therefore demands diligent planning and smart implementation. Set your KPIs Just like goals guide your campaign planning and implementation, KPIs guide your campaign analysis. Different influencer marketing campaigns may have different KPIs. For example, the dominant KPI for a campaign with affiliate links and discount coupons would be sales conversion but the dominant KPI for a campaign with a major message to spread might be clicks and impressions. Specify your campaign goals Your campaign goals are a guiding light to your influencer marketing strategy. Prior to reaching out to an influencer, you must have an ultimate goal you wish to achieve through the collaboration, the message you plan to share, and the brand perception you wish to create. This would not only provide clarity to the influencer while creating content but would also shed light on the best possible ways to run your campaign. Define your campaign budget Influencer Marketing is just one marketing technique under the wide roof of campaigns brands craft for their digital marketing. Therefore, a set budget must be defined in the initial stages after examining the influencer industry benchmarks. This would assist in staying away from unhealthy negotiations and would provide a structure with optimal utilization of monetary resources. Identify your target audience To identify your target audience, you must start by observing how your customers engage in the social media space and post that, create a customer persona with both behavioural and demographic elements specified. This would assist you in understanding your audience through the lens of influencers as the social media space is highly ruled by quality content creators. Choose the right influencers The influencers you choose would represent your business. They would be the face of your brand, even after your campaign ends because, content that goes online, always stays. Therefore, it is key to ensure that you choose an influencer that aligns with your brand’s values and has a follower base that you recognize as your target audience. Mass appeal is an added advantage with influencers but you still should choose one that is perceived as the industry expert of your niche. Build your campaign brief You must prepare a campaign brief prior to pitching an influencer. Every influencer marketing campaign must have an exclusive brief containing the basic details about the campaign, such as the content expectation, main message, your brand’s perception, timeline of the campaign, etc. This gives the influencers an idea of how to create content that best caters to your brand image and when and how to deliver it. Select the best-suited campaign There are an array of campaigns that you can run depending on your ultimate goal, your target audience and the type of influencer you are deciding on working with. For example, macro influencers can be collaborated with for sponsored campaigns, or co-creation of products, and micro and nano influencers can be a part of giveaways, contests and even product reviews. Tailor your campaign to the platform Lastly, it is imperative to tailor your campaign depending on the platform you are choosing to publish at. There is no “one size fits all” in the digital space. Almost every business is collaborating with an array of influencers to reach their target audience, but the ones that cater to the audience keeping in mind what they seek are the ones that are able to grab and retain attention. Also, Read Influencer Marketing Trends for 2023.

Conclusion

Influencers are like relatable celebrities in the social media space. People see them as their peers and not as brands. Therefore, they have a better connection with the audience, which is indeed loyal to them. Businesses have recognized the strong connection influencers have with their followers and are leveraging that for expansion and growth. If you are also looking for a way to reach out to your target audience and appeal to them in a subtle and aesthetic manner, then Influencer Marketing is the next best tool in your digital marketing toolkit. #ARM Worldwide identifies as a dedicated influencer marketing agency. We can help you build a strong influencer marketing strategy and improve your brand presence significantly.

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Digital Marketing / Inbound Marketing

How to choose the right KPI for Digital Marketing?

By Japsimran Kaur
December 20, 2022

Key performance indicators or KPIs are quantifiable measures that assist a business review its performance and tracking the results. There are a lot of metrics that define the success of a digital marketing campaign, but KPIs are the exclusively selected metrics that best display the investment yield for a specific project. A Digital marketing agency selects both long-term and short-term KPIs for the overall analysis of their efforts. A long-term KPI, that best aligns with the ultimate goal of the business, helps in integrating all the departmental efforts and, short-term KPI assists in analyzing the efforts of a specific campaign that is run under a holistic digital marketing strategy.

Why should digital marketers set KPIs?

KPIs give a SMART approach, i.e. Specific, Measurable, Attainable, Relevant, and Time-Bound, to your digital marketing campaign. Defining KPIs for campaigns assists the business in ensuring that its operational efforts and monetary investments are reaping maximum benefits. Some other benefits of setting accurate KPIs for your digital marketing campaigns include:

KPIs justify the performance of digital marketing experts in front of stakeholders such as investors, clients, and even employees.
They help in identifying the wins and loopholes in the campaign which assists in devising more rewarding and fruitful future strategies.
Analyzing the KPIs diligently also helps in becoming aware of hidden opportunities and foreseeable threats, which helps in bringing about proactive measures.

Now that we are well aware of the importance of setting KPIs for your digital marketing campaigns, it is equally important to understand which KPIs. to go for. This brings us to the next segment which is:

How to choose the right KPI for Digital Marketing?

Because KPIs are key elements that define the success or failure of your campaign, it is imperative to select them carefully. Keep in mind the following 5 tips while creating a list of KPIs for your next digital marketing project. Narrow down your list of metrics Not all metrics are KPIs. Metrics are an array of measures, and KPIs are the specific ones that you select. So, we can say that the list of metrics is much broader and KPIs are specific. For example, a metric of your social media brand awareness campaign can be increased follower count, but a more SMART KPI will be a specific number of impressions and engagement rate. Set relevant expectations The most prominent feature of a KPI is that it is more easily measurable in terms of the expectations of the outcome. A generic metric will be the increased traffic rate to your website which has no boundaries to it. The more the traffic rate, the better it is, but a KPI will be much more defined. For example, a defined KPI for your next SEO campaign can be a 15% traffic rate increase, month-on-month. Align the KPIs to digital channels Different digital channels call for different action plans and measures. For example, the KPIs for an email marketing campaign would be delivery rate, open rate and click-through rate, whereas the relevant KPIs for the pay-per-click campaign would be, impressions, cost-per-acquisition and conversion rate. Therefore, it is crucial to align your KPIs to your digital channels. Analyze industry benchmarks Your KPIs will differ based on the industry your business model falls in. By analyzing the industry benchmarks, you can choose digital marketing KPIs based on what is relevant in your industry, and also keep abreast of what your competitors are choosing. For example, the relevant KPIs for an E-commerce business would be conversion rate, abandoned cart rates and customer lifetime value, whereas the KPIs for a digital campaign run for a local service-based business would be, lead generation from Google my Business and footfall in the physical store. Tailor KPIs to the business life cycle Every business has a life cycle – starting from the startup stage moving up to expansion. Your KPIs must be tailored to the life stage of your business. An accurate KPI can be a major motivator for you and your digital marketing team, but an inaccurate one can lead to a major plummet in the zeal to work. Being a startup, your primary digital KPIs. might surround improved digital visibility and new customer acquisition but, if you are a mature business then your primary KPI might be digital reputation management and customer retention rate.