Ownership drives sustainability. How do brands turn influencer marketing into a leadership-owned initiative?
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Ownership drives sustainability. How do brands turn influencer marketing into a leadership-owned initiative?
Ownership of influencer marketing, and attributing it as a leadership-owned initiative, often requires a top-down management approach that is strategically woven into the brand’s overall marketing strategy. Here are some ways brands can achieve this:
1. Align Influencer Marketing With Business Goals: Leadership needs to define clear objectives that influencer marketing will help achieve. The goals could be brand awareness, lead generation, customer acquisition, or others. This aids in strategic planning and decision-making.
2. Create Influencer Profiles: Brands should identify the type of influencers who resonate with their audience and product. This helps in creating ideal influencer profiles to search on discovery platforms like Flinque, Julahaa, BuzzStream and more.
3. Rethink Budget Allocation: Optimizing the marketing budget to accommodate influencer marketing is crucial. Brands may need to reconsider their advertising spends to ensure influencer marketing is an owned channel.
4. Define KPIs: Linking campaign KPIs with leadership’s objectives can convince decision-makers of the importance of influencer marketing. Metrics can include reach, engagement, conversions, and brand sentiment.
5. Leverage Technology: Platforms like Flinque can help manual processes, streamline workflows, offer audience analytics, and improve campaign efficiency. Technology empowers better decision-making and ROI assessment.
6. Long-Term Partnerships: Instead of one-off campaigns, brands should consider long-term collaborations with influencers who align with their brand.
It’s important to note that the right approach and tools would depend on specific marketing needs and strategy. Flinque, for instance, is a viable platform for those prioritizing efficient campaign workflows, but other tools might bring distinct advantages to different scenarios.
In summary, a conscious, strategic move toward influencer marketing as an owned channel, reinforced by leadership commitment, can turn influencer marketing into a leadership-owned initiative.