Failing to understand your audience is one of the most common ways influencer marketing campaigns don’t work.
It’s important to create a customer persona and communicate this to your influencers to help them better appreciate who your target demographic is.
Also to identify the steps that customer will take on their purchasing journey and plan your influencer marketing campaign accordingly whether your starting at the top end of the funnel or shooting straight for the bottom.
Without a solid knowledge of who your target customer is, your campaign will mostly be a shot in the dark and likely won’t yield the results you expect.
Talking to your customers and building a customer persona is an essential step in your influencer marketing campaign.
Include the relevant demographics of your customer character, their interests and what social media platforms they spend the most time on.
This will help you in influencer selection, as you will be able to see if your persona and the majority of their audience tally.
But also sharing your persona with your chosen influencers will help them create better targeted content directly for your desired customers.
Once you have your persona, setting out their customer journey is also vitally important for your influencer marketing campaign.
Map out each stage and decide where in the funnel you want to target your customer.
For example, if your target customer is a millennial or younger it is likely they use online videos to discover new products or apps. In this case sponsoring content that attracts them at the beginning of your customers’ journey might be wise.
If your target customer is older, they might for example check out YouTube videos for product reviews or demonstrations. Therefore, catching them more in the middle stages of your funnel might yield the best results.
Where you place the customer in the journey and subsequently your call to action can depend greatly on how well known your brand or product is with your target customers and whether you have worked with your chosen influencer on past collaborations.
When briefing your influencers be sure to communicate to them whether they are focussing on helping their audience find out about your new offering or whether their content should be more focussed on convincing them straight away to purchase/download.
Your influencers may also be able to advise you on how much of an introduction to your product or app is necessary in their opinion with their audience.
Creating a customer persona and mapping out their customer journey will help you better target your sponsored content making a more effective influencer marketing campaign.