International – Guidelines for successful influencer marketing

Influencers are going to continue to be an important cog in the 2020 content marketing wheel despite the current crisis.

Though large companies work with influencers regularly, small businesses struggle to draw the kinds of influencers that can take their marketing through the stratosphere.

We look at the best ways small businesses can work with influencers to achieve their marketing goals post-crisis.

Defining the Campaign

Before you begin looking for influencers, it is important to define what kind of campaign you are going to create.

Is your campaign focused heavily on imagery or video? Is the goal of the campaign to improve brand reach? Or are you trying to sell a new product line?

Perhaps the most important aspect of the campaign is to reach a new audience by using the influencer’s particular tone of voice.

The goal of the campaign needs to be planned out—some influencers have better reach because of the number of followers they have. Others have better engagement.

If your aim is to get as many eyeballs on your brand as possible, an influencer with reach may be your best bet.

But the same influencer might not work if you want the promoted content to get more engagement and clicks.

Understanding the purpose of your campaign will help you decide how much you want to spend on the influencers, and what kind of influencers you should be considering…