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How to create an effective Influencer Marketing Strategy

Once called word of mouth, today influencer marketing is an increasingly fundamental tool for brands. But how can you create an effective influencer marketing strategy in a data-driven perspective?

The majority of purchases, which are called b2c or b2b, are made on the basis of advice from people that we believe to be reliable and competent: it is now an established phenomenon, that social media have amplified dramatically. According to Hubspot, 71% of B2C consumers are more likely to make a purchase based on advice from more influential profiles of their network.

The more and more savvy users have learned to use different systems – such as ad blockers – to avoid being literally invaded by advertisements. For this reason, IM is becoming an increasingly decisive tool for any type of brand: a recent survey re-launched by Forbes revealed that 84% of marketers have created at least one such campaign in the last 12 months.

Here’s how to create a strategy that is guided by attentive listening to social networks.

If you are convinced that your influencer marketing strategy goes well, do not continue reading this article and download our checklist to see if you really have everything under control:

download the checklist

Use it as a test or as a memorandum for your weekly activities. Share it with your department and build your Data-Driven Strategy day after day.

Define strategies and objectives

If it is true that everyone can become influencers, it is equally true that not all influencers are “suited” to the message we want to communicate and the goal to be achieved. Are we interested in introducing a new product or a new service (awareness)? Or increase visibility and interactions (engagement)? Or, again, is our goal to directly incentivize the purchase of existing contacts (conversion)? Skipping this step could make the entire influencer marketing strategy less effective.

Influencer marketing: immagine che descrive la ricerca dell'influencer giusto sui social network

Analyze the world of influencers



A fundamental step is that which allows us to analyze the vast world of influencers and then choose the most suitable for our goal. In this case, it is good to keep in mind the 4 R rule: reach, relevance, resonance, relationship.

 

  • Reach. There is no influencer without a follower: the reach parameter takes into account the number of people following the user in question. Of course it is good that this number is high: but be careful, because not always having a very large catchment area is a good sign. In the “mare magnum” of our hypothetical influencer we could find a slice of “off-target” users or, more simply, not interested in our product / service.
  • Relevance. What kind of relevance does the influencer have with respect to his audience? This parameter considers the ability of a user to reach a wider audience than his current basin, thanks to messages that have an actual relevance for that audience.
  • Resonance. Once the relevance has been tested, it is necessary to consider also what kind of resonance the influencer has with respect to his audience: the ability to convey effective messages, to evoke emotions, to create shared values. If the resonance is high, it is very likely that the influencer can also “guide” the behavior of his followers.
  • Relationship. In such a context clarity is fundamental: what kind of relationship do we want to establish with the influencer? There are several researches that show how the relationship between brand and influencer often ends up with a disappointment for the user, due to communication problems or failure to comply with the agreements.



Although these parameters are important for the first steps of our strategy, it will then be appropriate to design the types of influencers in a data-driven perspective: to analyze the data in a scientific way to build “models” that can serve us in the future.

We will see later how you can in fact, put the relationship between the interactions of your audience with the built models, so as to define different types of influencers.

Building a relationship with an influencer

What is the strategy adopted, it is good to keep in mind that the relationship between brand and influencer can not and should not be based on a mere exchange of visibility. Before starting any kind of collaboration, it is necessary to build a valuable relationship with the influencer: in this case, social listening, that is listening to conversations on social media, is also a help to establish the best way to open a dialogue. To establish a relationship, it is essential to understand the needs of influencers, to know their interests and related topics, and eventually to change our goals based on these elements. The aim must be to build relationships of mutual trust: an ineffective advertising campaign will create minimal consequences compared to an error in the choice of the influencer or in the construction of the relationship with him.

If you are convinced that your influencer marketing strategy goes well, do not continue reading this article and download our checklist to see if you really have everything under control:

download the checklist

Use it as a test or as a memorandum for your weekly activities. Share it with your department and build your Data-Driven Strategy day after day.

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