7 Ways to a Highly Effective Influencer Marketing Strategy for your Brand

December 23, 2022

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If you and your company aim to be highly effective, then you must have heard of it; you must have read or listened to it. The best-selling book is called The 7 Habits of Highly Effective People by Dr. Stephen Covey. And on its website, it states that, “No matter how competent a person is, they will not have sustained and lasting success unless they can effectively lead themselves, influence, engage and collaborate with others and continuously improve and renew their capabilities.” Don’t you just love the approach – to influence, engage, and collaborate. Sounds like, well, a highly effective way to approach your brand’s influencer marketing strategy. Doesn’t it? Now, if Stephen Covey was able to transform the lives of millions of readers across the globe with the messages in his book, then, without a doubt, you can also exponentially reach your target market with the content in your campaign.

In the last article, “Create Trendsetting TikTok Videos for Your Brand Strategy in 2023”, we shared a PopStar Final Tip, especially among the Generation Z, TikTok’s success and popularity is built on genuine engagements with the users who follow the platform “for discovery of new content, new brands, new products”, as based on a 2021 Nielsen study. That being true, it would only be logical to ensure that you’re getting your brand noticed by clients and customers; that your brand is getting enough social media presence. And how do you ensure that? By putting a premium on the power of social media influencers and the content that you produce for your influencer marketing campaign. 

Here are the 7 Ways to a Highly Effective Influencer Marketing Strategy:

1.  Influence

Why reinvent the wheel? Covey’s bestseller advises to be proactive and focus on what’s called a “Circle of Influence.” That No.1 habit has worked well for over 25 years. With today’s abundance of social media influencers, that’s a circle you would want to attach your brand to and a network you would want to build well as this will also guide your marketing content. But first, know the difference because there are different types of influencers. In an article on LinkedIn entitled, “Four Types of Social Media Influencers”, the big four are called Mega, Macro, Micro, and Nano influencers.  Mega influencers usually have over a million followers, Macro influencers follow closely behind hitting the 1 million mark. For the purposes of this article, we will focus on Micro and Nano. Micro influencers are those who hit between 10 to 100 thousand followers, and have a good following because of their genuine engagement with the audience. While they are thought of as experts on industry products and niche markets, they are also cost effective and therefore much favored by companies. Nano influencers are those who have gathered between 1 to 10 thousand followers and, according to the article, are ideal for Small and Medium-sized Enterprises (SME) especially because they have developed authentic relationships with their niche audience through their dynamic engagement.  

2.  Engage

Again, if it works for Covey’s readers and fans, then it should work for your brand. Your brand needs to attract the end-user of your products and services. To do that, you need to engage with the right influencers. The Digital Marketing Institute published an article in 2021 on “20 Surprising Influencer Marketing Statistics” . Their data stated that “51% of marketers say influencer marketing helps them acquire better customers.” And for a good influencer marketing campaign with maximum impact, your business should be making use of influencer-generated content. With that much benefit you can get from social media influencers, it would be worth building a good working relationship with those you choose for your circle or network by following them and familiarizing with their messaging. 

Likewise, it is also best to find influencers who are, themselves, very engaging. As mentioned earlier, certain influencers may have tons of followers, while others have built authentic relationships with their followers. As a brand, you will most likely reap longer-term benefits from relationship-building as part and parcel of your strategy. 

3.  Collaborate 

The 7 Habits of Highly Effective People refers to collaboration as a “win-win”. For your brand as well as for your brand influencers, you would want to build an influencer marketing campaign that is mutually-beneficial. You will surely reap the benefits when your happy influencers are able to make connections with relatable content. To be more specific, your brand should seek influencer-generated content (IGC). As defined in an article by Viral Nation , “influencer-generated content is when brands work with influencers to create content that promotes their products and services on social media and/or websites. Influencers are social media personalities that typically specialize in a particular niche.” Furthermore, influencers are known to have powerful purchasing influence on their followers. 

4.  Be Authentic

Authenticity is a key element of success , as already proven by social media giants like TikTok. In fact, in one of our previous articles, we points out why “Authenticity wins over perfection” Authentic brands need authentic influencers with authentic messaging and content. Simply put, it has been proven most effective. This is where the Micro influencers and Nano influencers work at their best. It goes without saying then that choosing the right social media influencers needs to be part of planning your brand’s marketing strategy. And seek alignment with your company’s values.

5. Shoutout

Influencer content tends to generate good impressions and so it would also be great to announce new products and upcoming events as part of your influencer marketing strategy.   One of the most popular ways of doing this is to use Instagram Story Shoutouts. “Instagram accounts with many followers produce the most effective shoutouts,” as revealed in an article which shares examples of company shoutouts for Ecommerce. Why not go ahead and also check-out who you might regard as potential Instagram influencers for your brand.

6. Go Full Circle

Brand influencers have great relationships with their followers. And so your brand should work on great partnerships with your influencers. Your influencer marketing campaign is the best vehicle for social media influencers to help guide the traffic towards your brand. In the article, “How Influencer Marketing Can Drive your Search Engine Rankings”, ”This can drive not just organic traffic, but engagement metrics—such as dwell time—that affect rankings even more. And it means more opportunity to improve your conversion rates, the holy grail of SEO metrics.” The benefits go back to you in the end. Talk about a fantastic strategy for the long-term!

7. Reduce, Reuse, Recycle

Yours is a business after all. And the good news is that you can enjoy a pretty good return on investment and won’t be breaking the bank with influencer-generated content. As part of your influencer marketing strategy, you can be assured that this is both more cost and time effective when you are able to reduce costs, re-use content, and recycle your effective influencer marketing strategy. Again, according to influencer marketing statistics, spending on influencer marketing campaigns has gone up in recent years. Content creation can be costly, but using IGC, will allows you the flexibility to create reasonable budgets for your brand.

By now, you should be appreciating the value of influencer-generated content from social media influencers for a good influencer marketing strategy. Next, let’s look at the content that should be incorporated into your influencer marketing campaign.

What Type of Content To Use?

As a business, you know it’s a competitive world.  So now, much will depend on the type of content you choose.  Here are some of the popular ways. 

Influencer Instructional Videos

An instructional video is a “How-To”. It is one of the more engaging instructional tools for audiences to gain knowledge and quick training for skills. Research data shows the following:

  • 83% of people prefer watching videos to accessing instructional or informational content via text or audio.
  • More than half of online shoppers say they use video to help make purchase decisions.

When you learn more about and engage with your social media influencers, you’ll be able to identify who is pretty adept at these instructional or tutorial videos. If you would like to see an interesting example, check-out this one on YouTube! 

Influencer Reviews

Your social media influencers are there because their word is credible and trustworthy. In other words, their opinion is gold. Research data shows that:

Clearly, reviews do matter. And when they come from influencers, then you’re most likely looking at an increase in brand awareness, and even sales! Surely, awareness leading up to sky-rocketing sales is a goal for your influencer marketing campaign. If you would like to read into more detail about influencer reviews, you can check-out!

Influencer Blog Posts

Who doesn’t love a good story? Social media influencers are great at telling stories. That’s what influencer-generated content is all about –stories. Blogs are a great way for sharing insights into a product, a brand, an experience, or a lifestyle. Blogs are also a great way to capture the interest and attention of an audience for longer. You can read more below about some of the best blogs by influencers out there! 

Style Guide 

Language and communication can make or break your campaign. Certain basics set social media posts apart from regular writing. And social media influencers use a certain language. For the uninitiated, in order for you and your influencers to speak the same language and have an understanding of one another and being on the same page, there’s a simple influencer marketing strategy guide from the Influencer Marketing Hub, and you can read more about it below:

The A-Z for Your Brand’s Social Media Style Guide

 The style guide will tell you more about the following:

  1. Social media profiles
  2. Audience personas
  3. Brand voice and tone
  4. Using Hashtags (#) 
  5. Brand language rules
  6. Formatting posts
  7. Rules for consistency
  8. Reactions from the audience
  9. Other design guidelines

Highly effective people, according to Dr. Covey’s best-seller, are all about “synergy, as well as understanding needs and perspectives.” Once you’ve got the basic A-Z’s down pat, you should be able to run a smooth campaign. 

Final PopStar Tip

It’s loud and it’s clear. Brand strategy requires brand influencers. An effective marketing strategy requires influencers. Not only that, but a highly effective influencer marketing strategy for your brand, achievable in 7 ways as inspired by the best-selling book by Stephen Covey. For a step-by-step guide, we enumerated them as follows: Influence, Engage, Collaborate, Be Authentic, Shoutout, Go Full Circle, and Reduce-Reuse-Recycle. Remember too that social media influencers are here to stay and that your company will benefit greatly from Micro and Nano Influencers especially because of their genuine engagement with niche audiences. Come to think of it, these influencers, be they Nano or Micro, epitomize the 7 Habits of Highly Effective People. And that if you align with one another and build-up your “circle of influence” vis-à-vis influencers, you can look forward to beneficial partnerships and happy long-term returns. Your brand’s influencer marketing campaign should then take good advantage of the one thing that influencers can boost for your brand, and that is influencer-generated content (IGC). Next, content comes in many forms. Other creative ways to provide content include Influencer Instructional Videos, Reviews, and Blog Posts. And then, finally, there’s the style guide for better communication because you would want to have a good understanding between you and your influencers for a smooth working relationship that is mutually-beneficial at that. 

Don’t forget to check-out some helpful links that we shared if you want to get into more detail on those. If you still would like to learn more to help you with your brand strategy, look out for more articles from PopStar!

You can also send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help you achieve a highly effective brand strategy.

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