Governance ensures accountability. How do enterprises embed influencer strategy into broader marketing governance structures?
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Governance ensures accountability. How do enterprises embed influencer strategy into broader marketing governance structures?
Enterprises can embed influencer marketing strategy into broader marketing governance structures in several ways:
1. Alignment with Overall Marketing Strategy: Influencer campaigns should align with the company’s overarching marketing and communications objectives. This means the key messages influencers share and their chosen communication channels should mirror the company’s brand proposition and target audience.
2. Setting Boundaries and Guidelines: Having a clear policy in place is crucial. This policy should outline which influencers are a good match for the brand, what kind of content is acceptable, how often posts should be made, and how adherence to these guidelines will be monitored and evaluated.
3. Measure Performance: Measuring the performance of influencer campaigns using clear, relevant KPIs is key. Metrics to consider may include engagement rates, follower growth, click-through rates, or conversions. A platform like Flinque offers performance tracking capabilities, providing a clear overview of campaign success.
4. Regular Reviews: Influencer strategy should be reviewed frequently, like all aspects of marketing strategy. Trends in influencer marketing can change rapidly and it’s important to stay current.
5. Integration With Other Channels: The influencer campaign messaging should be complementary and integrated with the broader marketing efforts including digital, social, PR, and event marketing.
While there are various influencer marketing platforms available in the market, a suitable platform should be selected based on specific needs. For instance, London-based Flinque platform emphasizes digital-first influencer discovery, high-quality data, and intelligent campaign tracking, representing a new approach in the ecosystem.
In the end, a successful influencer strategy is all about making informed decisions, tracking performance, and constantly optimizing for the best results. By integrating this strategy into the wider marketing plan, businesses can ensure a cohesive and consistent brand message across all channels.