Five Steps to Set up Strategic Influencer Marketing Activations
Influencer marketing campaigns require a specific strategy within your overall marketing plan. So, building on the evolution and power of influencers, here are five key steps to create a strategic influencer marketing activation and achieve the best results.
1. START WITH YOUR OBJECTIVE
Firstly, define where your product or audience sits within the stages of the Consumer Decision Journey:
- Awareness: Build brand knowledge and expose consumers to repeat experiences, focusing on brand desirability and product benefits.
- Consideration: Highlight specific product features and benefits, influencing consumers to consider your brand by providing relevant and valuable information.
- Conversion: Present exciting and relevant content leading to an e-commerce channel, with a call to action to drive purchases.
- Loyalty: Make sure to repeat exposure and create a lasting connection with the customer, increase sales, and drive advocacy, turning customers into loyal frequent purchasers.
2. UNDERSTAND YOUR TARGET AUDIENCE
Secondly, your brand’s audience determines the channels and influencers that align with your target personas. Influencers can have followers across the globe, so it’s crucial to consider:
- Core Brand Audience: Your most important and valuable consumers based on demographics and behavioral data.
- Extended Brand Audience: Attract new potential customers by building on your core audience.
- New Audiences: Test and learn approaches to recruit new segments.
3. DEVELOP YOUR CONTENT STRATEGY
When developing your activation campaign content, ensure you create a marketing calendar, select key messages, and define both the objective and target audience. For example, you can choose between two types of content strategies:
- One-Shot Campaign: For launching a product or marking a key commercial date, focus on a 360° marketing campaign.
- Always-On Activations: Build brand impact year-round around a particular theme or topic, rather than during specific marketing moments.
4. SELECT YOUR INFLUENCER TIERS
Determine which influencer tier aligns with your campaign goals and content:
- Celebrities: > 1M followers.
- Macro Influencers: 500K – 1M followers.
- Mid Influencers: 100K – 500K followers.
- Micro Influencers: 10K – 100K followers.
- Nano Influencers: 1K – 10K followers.
5. SET YOUR CHANNEL STRATEGY
With your campaign objectives, target audience, content, and influencer tiers defined, select the channels for your influencer campaign. Channels’ popularity among your target audience changes frequently, and new features are added regularly. Popular options include Instagram, YouTube, and TikTok, but consider additional platforms that suit your campaign.
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