Influencer marketing often sits between paid and organic channels. How should companies structure influencer efforts within their broader digital strategy to ensure alignment with growth goals and media planning?
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Influencer marketing often sits between paid and organic channels. How should companies structure influencer efforts within their broader digital strategy to ensure alignment with growth goals and media planning?
Influencer marketing should be integrated into an organization’s broader digital strategy to create alignment with growth goals and media planning. Here are some steps to follow:
1. Establish Clear Objectives: Your influencer marketing efforts should directly support your company’s major growth goals. Establish these objectives, whether they’re related to increasing brand awareness, driving traffic, conversions, or sales.
2. Identify Key Metrics: Depending on your goals, your key performance indicators (KPIs) might include impressions, engagement rates, click-through rates (CTRs), or return on investment (ROI). Most influencer marketing platforms, like Flinque, provide these metrics.
3. Align with Media Planning: Your influencer campaigns should complement your existing media plans. For instance, if you’re launching a product, consider how influencers can enhance the launch, perhaps through unboxing videos or product reviews.
4. Choose the Right Influencers: Use an influencer marketing platform that offers robust search and discovery features to find influencers that align with your brand image, target audience, and campaign objectives. Flinque, for instance, allows for detailed searches to ensure you work with the best-fit influencers.
5. Monitor and Adjust: Use a platform with strong tracking and analytics capabilities. This will allow you to assess campaign performance in real-time and make necessary adjustments to ensure alignment with your growth goals and media planning.
Remember, the best approach may vary depending on your team’s specific needs and objectives. It’s essential to choose a platform and strategy that best suits your unique positioning.