To really succeed influencer marketing, you’ve got to play the long game.
It’s a view that’s becoming increasingly acknowledged by the brands using influencer marketing most effectively.
A one-hit campaign will get you a nice sales boost for sure, but it’s only a win in the short-term.
Brands such as L’Oréal Paris are paving more innovative uses of influencer marketing to make pay offs last in the long-term.
Earlier this year the brand’s UK marketing team announced it would be working continuously with five beauty vloggers – its “beauty squad” – to ensure constant exposure of their products to target customers.
So how can you do the same and scale your influencer marketing efforts into the New Year?
Look at the analytics of your sponsored content to work out your return on investment.
Specifically take note of cost per view, cost per engagement (likes, shares, comments) and cost per order/install.
If any of the influencers you hired for your 2016/Christmas marketing meet your goals in these benchmarks – rehire them!
Hiring the same influencers has a number of benefits, most notably you are increasing the number of touch points with your brand for your target customers.
Those who were not converted based off of one video, may be converted with a second, third or fourth.
Research shows 75 per cent of your customers buy after three to five touch points (similar to television advertising).
If the influencer accepts a long-term sponsorship with your brand, it also adds another level of authenticity to their endorsements.
When the influencer is constantly using and featuring your products, it is a more genuine partnership for your target customers.
Once you have sifted through the influencers from you Christmas marketing, rehired the ones that work best and ditched the rest, you’ll need to find more influencers that deliver the results you expect.
When selecting influencers look at their engagement rate. That is the number of likes, comments and shares divided by the number of views.
This is the best indicator of what click through rate you can expect from sponsoring their content.
Try and find influencers with multiple social media channels, this way you can ask them to tease or promote your sponsored content on their secondary channels.
We have seen that teasers and promos increase the number of average views of the sponsored content and generate excitement for its release – making your target customers more likely to engage with it.
Taking the above into account, it’s possible to have a good prediction of what your return on investment is likely to be with each of your shortlisted influencers.
When the content goes live, measure what actually happens to assess if sponsoring them again is a good idea.
If you’re hiring YouTube influencers, use tracking links to your website in the first three lines of the video description. This way your customers can see the link without opening the description and you can easily measure your click through rate.
There’s only one way to build momentum, and it’s presence, presence and more presence.
You need to gradually increase the volume of your sponsored content, whether it’s through increasing your commissions from your best return on investment influencers or testing many new influencers at once.
But it’s important you remain in front of your target customers, not only for long-term sales momentum but to further build and raise your brand profile.
If all the influencers your target customers are following are periodically talking about your brand and recommending your products, well it can only have a positive effect!
If you build a portfolio of your best return on investment creators, you can negotiate a frequency of content publications about your products – perhaps one video a month or asking them to use your products in every video and having affiliate links to your website.
Scale your Christmas marketing by rehiring your best influencers, strategically testing new influencers and gradually increasing the volume of your sponsored content for pay offs long into the New Year and beyond.